Name: Malaika Khan

Section: B

Reg no. : FA21-BBA-111

Course: Fundamental of Marketing

Teacher Name: Sir M. Ussama Majeed

Submission Date: 16 March 2022

 MARKETING:
Marketing is defined as the process by which companies engage customers, build a strong
relationship, and create customer value in order to capture value from customers in return.
Corporate Social Responsibility: The ultimate marketing tool.
CSR is defined as:
CSR is a self-regulatory business model that allows a firm to be socially accountable to itself, its
stakeholders, and society.
AS AN ULTIMATE MARKETING TOOL:
More companies are turning to corporate social responsibility in order to bolster their reputation,
as well as their profits. The general population has become increasingly aware of social and
environmental issues, which by no coincidence, concurs with numerous NGOs around the world
popping up to show corporations and individuals the ethical way.
“Companies are recognizing that consumers are not interested in buying ‘responsible’
products from companies that are not known for being ‘responsible’ themselves,”
In a business model, CSR serves as a tool for reaching out to the public in new ways, approaches
that encourage people to discuss, share, and eventually consume more. Projecting an image of ethical
standards, such as sustainable sourcing, fair treatment of employees, and charity giving, can draw
attention to these commendable principles, and hence to the company from which they originate. CSR
policies foster a positive work environment that encourages employee and talent retention. CSR can
lead to significant improvements in a product or business model. CSR policies are becoming
increasingly important for a company's long-term viability and success. "The long-term benefits are
nothing less than the company's long-term viability." To maximize firm valuation and develop a
sustainable organization, successfully managing connections with customers, employees,
owners/investors, suppliers, competitors, communities, and government agencies and regulators is
critical." CSR is not merely the way of the future for business; it has already arrived. Those who
choose to adopt socially and environmentally desirable habits are already receiving the rewards; those
who do not will simply be left behind as the rest of the world progress in a better peace.
 EXAMPLES:
STARBUCK
Starbucks sought to diversify its workforce
and give opportunities for specific cohorts when it
came to hiring. As part of its socially responsible
activities, it has vowed to hire 25,000 US military
veterans and spouses by 2025. The company
accomplished these milestone six years ahead of
expectations, and currently employs 5,000 veterans
and military spouses each year. Starbucks
established a mentorship initiative to link black,
indigenous, and people of color (BIPOC) to top
leaders and invest in relationships as part of its
ongoing efforts to address racial and social fairness.
By 2025, the chain hopes to have 30 percent BIPOC
in corporate jobs and 40 percent in retail and
manufacturing.

 Pepsi and Liter of Light 

Millions of Pakistanis still live in off-grid areas,
and the Liter of Light campaign attempts to deliver light
to them. Pepsi multi-serve bottles are changed into solar
lights that brighten up the night as part of this
promotion. For a long time, Pepsi and Liter of Light
have partnered on a national and worldwide level.
In Pakistan, there was an urgent need for a brand
to step in and help raise the quality of life of millions of
individuals whose lives come to a full standstill as the
sun sets. Pepsi began this program in 2015 and has since
expanded it to include more than 70,000 people and 40
villages in Pakistan's far-flung areas. Villages in Kalam,
Chitral, Bannu, Khushab, Okara, Tharparkar, Chaman,
Mubarak Village, and, most recently, fishing settlements
in Qasim Machhi Village, Sindh, have been lit up.