cause marketing – an approach towards corporate social responsibility in bulgaria
DESCRIPTION
A presentation for the International Conference on Marketing - Challenging Environment - Colombo, Sri Lanka, February, 2013.TRANSCRIPT
Cause MarketingAn Approach Towards Corporate Social
ResponsibilityIn Bulgaria
Presentation Overview
• Introduction
• Purpose of the Paper
• Methodology
• Findings
• Conclusion
• Future Research Suggestions
Introduction
• Cause marketing represents cause-specificity of CSR.
• It can effectively target many social and environmental issues while delivering positive corporate image, strengthening brand affiliation and enlarging market shares.
• According to the 2012 Edelman goodpurpose® nearly half (47 percent) of consumers have bought a brand at least monthly that supports a cause.
Purpose of the Paper
The purpose of this paper is to identify the characteristics of cause marketing as an
approach towards corporate social responsibility in companies operating in
Bulgaria.
Methodology
• A sample of 50 randomly selected companies using cause marketing.
• Categorization of the cause marketing practices (main topics).
• Examine the types of collaboration between the surveyed companies and non-profit organizations.
• Identifying the marketing mix elements used in cause-related marketing campaigns.
Findings – Main Topics
• Ecology – preservation of nature.
• Health – prevention of diseases.
• Children – special care, preventing abuse, happy childhood.
• Education – equal opportunities for education, minorities, lifelong learning, etc.
• Orphans – prevention, providing shelter, adoption.
• Sport – different sports, sport activities among the society.
• Art – supporting arts and culture, talented people.
• People with disabilities – improving the living space, offering job opportunities, etc.
Findings – Collaboration Types
• For each sold product the company donates a certain amount of money.
• A percentage of the total sales of a product is spend on charity.
• The profit or part of it is donated.
• Developing a strong relation between the product, its usageand the supported cause.
• Administering a company proposed cause.
Findings – Marketing Mix
Price Product Place Promotion0%
10%
20%
30%
40%
50%
60%
70%
44%50%
24%
58%
Conclusion
• The partnership between business and non-profit organizations evolves and covers a wide range of activities.
• The main topics and types of cause-related marketing campaigns, which tend to expand rapidly.
• The surveyed companies utilize the elements of the marketing mix, but need more sophistication in its use.
• The relation between cause marketing and corporate social responsibility still concerns only the product and only half of the companies use this as a CSR approach.
Future Research Suggestions
• Examining customer responsiveness to cause marketing campaigns.
• Studying the specifics of cause-related marketing by types of industry.
• Examining its impact on key performance indicators.
THANK YOUFOR YOUR ATTENTION!
February the 19-20th, 2013
Petar Petrov, PHD studentE-mail: [email protected] Kamenova-Timareva, PHD studentE-mail: [email protected]
ICOM 2013