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E-book
Author Khan, Tauseef Iqbal, author

Title Reckitt Benckisers CSR program : capitalizing the rural market / Tauseef Iqbal Khan (Department of Management Sciences, Iqra University, Karachi, Pakistan), Syed Ali Raza (Department of Management Sciences, Iqra University, Karachi, Pakistan), Mahesh Devji (Department of Management Sciences, Iqra University, Karachi, Pakistan)
Published Bingley, U.K. : Emerald Publishing Limited, 2021
©2021
Online access available from:
Emerald Emerging Markets    View Resource Record  

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Description 1 online resource (2 pages) : 13 illustrations
Series Emerald emerging markets case studies, 2045-0621 ; volume 11, issue 1
Notes The learning objectives of this case study are listed below: What is corporate social responsibility (CSR)? The role of CSR in creating opportunities to growth. Distinguish the ways in which social marketing evolved differently in urban and rural areas. Obstacles in CSR CSR beyond the competition
The case of CSR by Reckitt Benckiser (RB) follows the marketing practices through purpose-led marketing through CSR. RB Pakistan Limited is a fast-moving consumer goods provider in Pakistan following a vision of the world where people are healthier and live well. The purpose is to make a difference by giving people innovative solutions for healthier lives and happier homes. This means they are expending their capabilities and investing in innovation to stay ahead of the game. RB is trying to achieve this vision by following the strategy of health and hygiene awareness in rural marketing through various types of communications, by introducing low price products to reduce diarrhea and open defecation. In urban areas, the young generation is the trend creators and they are much involved in awareness of state of the world. RB is committed in providing innovative solutions with the help of well-organized programs such as reaching new moms, educating them and providing awareness sessions in schools to students for handwashing practices. RB carries these activities with the help of non-government organizations and small support of Government of Pakistan
This case is appropriate for MBA (Marketing) courses. The case explains the significance of CSR in capitalizing the growing trend and unleashing untapped areas and remaining competitive by providing innovative solutions. The case can be taught to the strategic marketing students
Teaching Notes are available for educators only
Includes index
Bibliography Includes bibliographical references
Notes Print version record
Subject Social responsibility of business -- Pakistan -- Case studies
Marketing -- Pakistan -- Case studies
Business & Economics -- Marketing -- General.
Sales & marketing.
Form Electronic book
Author Raza, Syed Ali, author.
Devji, Mahesh, author
Other Titles Reckitt Benckiser's corporate social responsibility program