Vol. 3 | December 2022 

Socially responsible marketing in pandemic times at CoKarma

Socially responsible marketing in pandemic times at CoKarma

Posted by Staff on December 15, 2022

Authors

 

Namita Ruparel, Jindal Institute of Behavioural Sciences, O.P. Jindal Global University, Sonipat, India

 

Gaurav Nagpal, Department of Management, Birla Institute of Technology and Science, Pilani, India

 

Himanshu Seth, Indian Institute of Management Rohtak, Rohtak, India

 

Victor Saha, Jindal Global Business School, O.P. Jindal Global University, Sonipat, India

Abstract

 

After reading and discussing the case, the participant would be able to: comprehend the ethics in marketing strategies that were displayed by an entrepreneur in the challenging times of the Covid-19 pandemic; appreciate how the marketing was executed in a socially responsible manner through digital means when there was a conflict between the business and the social interest; and understand how the innovative services or products can be developed that turn the trouble into an opportunity. The case shall also enlighten the students on how to create suitable marketing messages in digital times. The purpose of this paper is to let the students appreciate how they can carry out marketing efforts for a business while keeping customer needs and aspirations at the core, how the marketing campaigns can be designed and executed in a socially responsible manner and how the product portfolio can be suitably altered to make it more valued to the customer. After reading and discussing this case, the students will also be able to appreciate that it is important to identify and address the customer’s pain which may be stated or unstated by the customer. The case intends to teach students how to identify and reap the opportunities that get created from time to time and to make them appreciate that businesses can contribute significantly towards societal gains by committing minimal resources.

 

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