The potential Use Of Experiential Cause Related Marketing In Pakistan Case Study : Coke Studio

Abstract

Experiential marketing is defined as a marketing tool to develop links between consumers and brands, links which always remain in the mind of people and that always leads to increase revenue and brand loyalty (Tom, 2009:8). Whereas Cause Related Marketing is defined as an arrangement of the best fundamentals of traditional marketing and the concept of corporate social responsibility which satisfies share holders demands for rising profits and market share while at the same time representing social responsibility as well (Smith & Alcorn 1991:2).

The objectives of this research are to analyze marketing executives’ attitudes to events marketing and cause related marketing; to analyze middle and upper class attitudes in Pakistan to events marketing and to make recommendations as to how events marketing can be used in Pakistan. The presentation of data analysis and interpretation is based on the data of sixty one samples collected through questionnaires and four through interviews from respondents who are matured Pakistani citizens settled in the metro cities like Lahore, Karachi, Islamabad, and Peshawar. On conclusion, this research shows that, well executed experiential cause related marketing have the potential to bring about enormous rewards for both the company and for the customer as well. These kinds of program can easily win for causes like charities and business as well. These are the