cause related marketing..(1)

CAUSE RELATED MARKETING

Presented By:

Priyanka

Nivesh

Navneet

Vaishnavi

Raghav

CAUSE RELATED MARKETING

It refers to a type of marketing involving the cooperative efforts of a "for profit" business and a non-profit organization for mutual benefit.

It is a marketing approach where in an organization supports a cause and associates itself publicly with such a cause.

BENEFITS OF CRM

For non profit organizations:- Increases the ability to promote the organization's

cause. Increases ability to reach possible supporters

through a company's customer base. For profit organizations:- Creates positive public relations. Improves customer relations. Increases marketing opportunities.

CORPORATE SOCIAL RESPONSIBILITY

Corporate social responsibility encompasses not only what companies do with their profits, but also how they make them.

Corporate Social Responsibility is when the firm tries to give back to the society what it gains from it.

When companies partners with charitable organizations to help non-profit organization in achieving its goals.

Cause related marketing is when it invests time and money towards a particular cause.

CSR CRM

CONT’D

Example: If a media company

decides to stop advertising unhealthy food to children and instead commits to promote healthy eating, that’s corporate social responsibility.

Example: If, on the other

hand, Media Company X partners with a food company to help feed hungry children that’s cause marketing.

CSR CRM

CHOOSING A CAUSE

Companies choose to focus on one or a few main causes.

e.g.: Mc Donald’s sponsorship of a guerilla at Sydney zoo with an aim to protect the endangered species.

American Express contributes a percent of their income to Breast cancer foundation in USA. The Pink Ribbon campaign….

Single cause- may limit the pool of consumers or stake holders.

e.g.: many companies have shown breast cancer as a cause.

Multi causes that fit their corporate image and brand image.

e.g.: Tata steel, Gillette, Melinda gates foundation, Arvind eye care.

WHY CRM IMPORTANT ?

Enhance a company’s reputation and brand image Impact a company’s bottom line through increased sales Attracting and Retaining Customers Market Differentiation Outreach to Niche Markets Motivated and Loyal Employees, Employee volunteering Reinforced Company Mission Contribution to society

How CRM is done?

• Campaign

• Advertising• Product and service• Promotion of a common message• Product licensing, endorsements, and certifications• Local partnerships• Employee service programs

CAUSE RELATED MARKETING BRANDS

CAUSE RELATED MARKETING ADS

CAUSE RELATED MARKETING VIS-À-VISSOCIAL MARKETING

Profit and non profit

organization work for mutual benefit

Profits are earned by the company

Example: Shiksha by P&G

Done by government

or NGOs It is done for a social

cause Example: Anti tobacco

campaign,

CAUSE RELATED MARKETING

SOCIAL MARKETING

COLALIFE

Colalife started as a online movement in April 2008.

It engaged UNICEF & Coca-cola along with stakeholders.

ColaLife seeks to work with corporate to bring about social change.

COLALIFE & COKE FOR SOCIAL CAUSE

Coca-Cola virtually available everywhere. Same place 1 of 5 children dies of diarrhoea

and dehydration. Using the supply chain of coca-cola is

supplying Zinc supplements & oral rehydration.

COLALIFE

HOW DOES COLALIFE WORKS

Functions

Assembly Of AidPod

COCA COLA AFTER COLA LIFE

Participated In Various Social Causes Introduction Of Healthy Drinks-

Minute maid Coke ZERO Fruit Smoothie

Struggle By Coke

EFFECT ON BRANDING ASPECT

Cause marketing can Build brand awareness Enhance brand image Establish brand credibility Evoke brand feelings Create a sense of brand community Elicit brand engagement

REFERENCES

www.tatatea.com www.colalife.org www.wikipedia.com www.causemarketingforum.com Marketing Management-Phillip Kotler