Societal Marketing at Prathama Blood Centre: Myth or Reality?

Abstract

This paper is an attempt to highlight the current state of blood banking in the country with a focus on the activities of Prathama blood centre, India’s biggest & most modern blood bank. We studied peoples’ perceptions about the process of blood donation, blood banks and in particular Prathama blood bank. As part of our research, we met the top management team at Prathama and few people associated with other blood banks. We investigated the Societal Marketing activities carried out by Prathama blood bank and compared them with the perceptions of our respondents to elucidate the current brand image of Prathama.

Keywords: blood banking, blood donation, societal marketing, Prathama Blood Centre