Refers to a type of marketing involving the cooperative efforts of a “for profit” business and a non profit organization for mutual benefit.

Aims to link product or services of a company to a social cause.

It occurs when it invests time and money towards a particular cause for earning profit.eg:-SAVE THE TIGER,SHIKSHA

OBJECTIVES

Building corporate ,brand and product awareness Increasing sales and income Promoting a new product Promoting differentiation Adding value

FORMS OF CAUSE RELATED MARKETING

Traditional cause related marketing Company fundraising Event,initiative,or program sponsorship

TRADITIONAL CAUSE RELATED MARKETING

Donation with the purchase of a company's products and services.

Funds from company. Eg:-HUL announced a contribution of Rs 0.50 on the

sale of each of its brand of lifebuoy brand soap to a diarrhea project

CONSUMER FUNDRAISING

Company promotes an opportunity for its customers to make a donation at their place of business.

Funds from consumers

EVENT,INITIATIVE,OR PROGRAM SPONSORSHIP

Traditional sponsorship model where a financial commitments made in exchange for defined benefits around the sponsored assets.

Funds from company

REMARKABLE CAMPAIGNS IN INDIA

Procter & Gamble(P & G)-Project Drishti,Shiksha Fair & Lovely Foundation-Project Saraswathi Horlicks-Ahaar Abhiyan Aircel-Save Our Tigers Tata Tea-Jaago Re

AIRCEL-Save The Tiger

SAVE THE TIGER

India’s fifth largest GSM mobile service provider initiated the campaign towards the social cause in association with WWF India to help save our tigers.

Latest campaign where it intends to draw attention towards the dwindling number of tigers across the planet and bring forward the seriousness of losing tigers from our planet.

SHIKSHA

Program by P & G It is in association with Child Rights and You (CRY)

and Sony Entertainment Television Aims to support the education of children in India

SHIKSHA

JAAGO RE

JAAGO RE

Started by Tata Tea, one of the India’s largest tea brands

Jaago Re One Billion Votes Campaign ,which was well timed with the Indian elections spread the message of the need to vote among the citizens.

Estimated that over 6.5 lakh Indians used the platform to register as voters.

PROJECT DRISHTI

PROJECT DRISHTI

Aimed to restore sight for nearly 250 blind girls across the country

First ever sight restoration corporate project which was undertaken in association with the National Association for the Blind (NAB)

PROJECT SARASWATHI Undertaken by Fair & Lovely Foundation Promoted economic empowerment of India’s young

women. Scholarships of up to a lakh were awarded to young

deserving girls from across the country to pursue their graduate and postgraduate course.

AAHAR ABHIYAN

Initiative that aims to increase awareness among mothers, families and communities about the issue of malnutrition among children in the age group of 3-6 years.

Implemented in a phased manner beginning with a pilot project in partnership with CARE India, in the state of West Bengal and with Save The Children ,in the state of Tamil Nadu

BENEFITS Directly enhance sponsor sales and brand Heighten customer loyalty Boost a company’s public image and help to distinguish it

from the competition Improve social welfare Create differentiated brand positioning Building strong consumer bonds Creating a reservoir of goodwill Driving sales Potential consumers got positive effect on their purchase

intention and leads to rise in brand loyalty

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