• T.Swarna

With a total population of 1.37 billion in 2019, India ranks the second highest in world population after China. Out of which 65% of the population lives in the rural front. This is the sector where most of the unprivileged class survives with bare minimum facilities and difficult situations to survive in. Though there have been many schemes that were introduced by the Government of India, the help that was received by the needy was not sufficient enough for them to have a better standard of living. There were also other non-profit organizations that extended a helping hand in making movements towards raising the standards of living of these unprivileged sectors in the nation. With a rapid growth in the industrialization and urbanization these sectors were being ignored very lately and there is an urge to up bring these sectors. The basic aim of a business is to earn maximum profits for the future prospects via promotions and marketing. Often the sources of marketing and promotions have faced a lot of changes and the tactics of doing them as well have changed. Now a days there is awareness among the people to help the lower class to develop and lead a better life comparatively. Thus, the firms and businesses along with increasing the quality aspect have introduced a scheme namely CAUSE-BASED MARKETING, which has a dual goal of benefitting the firm and the society as well. Various giant firms have also taken up the dual beneficiary scheme of cause-based marketing in order to help these sectors along with increasing their profits. The cause-based marketing mainly focuses on increasing the profits of the firm along with benefitting the societal needs. This project with the title “A STUDY ON CAUSE-BASED MARKETING WITH REFERENCE TO PROCTER & GAMBLE AND KFC” focuses on the changes in the profit patterns of the two companies prior and post the introduction of the cause-based marketing by the respective firms, along with the response of people towards this scheme and whether the fund raised by this scheme by the firms have an apt reach as it was supposed to be.

"A STUDY ON CAUSE-BASED MARKETING WITH REFERENCE TO PROCTER & GAMBLE AND KFC", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.8, Issue 8, page no.d640-d663, August-2021, Available :http://www.jetir.org/papers/JETIR2108452.pdf

"A STUDY ON CAUSE-BASED MARKETING WITH REFERENCE TO PROCTER & GAMBLE AND KFC", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.8, Issue 8, page no. ppd640-d663, August-2021, Available at : http://www.jetir.org/papers/JETIR2108452.pdf