cause marketing - manu melwin joy
TRANSCRIPT
![Page 1: Cause marketing - Manu Melwin Joy](https://reader036.vdocuments.mx/reader036/viewer/2022062401/58ef69981a28ab44268b4573/html5/thumbnails/1.jpg)
![Page 2: Cause marketing - Manu Melwin Joy](https://reader036.vdocuments.mx/reader036/viewer/2022062401/58ef69981a28ab44268b4573/html5/thumbnails/2.jpg)
Prepared By Manu Melwin Joy
Assistant ProfessorSCMS School of Technology and Management
Kerala, India.Phone – 9744551114
Mail – [email protected]
Kindly restrict the use of slides for personal purpose. Please seek permission to reproduce the same in public forms and presentations.
![Page 3: Cause marketing - Manu Melwin Joy](https://reader036.vdocuments.mx/reader036/viewer/2022062401/58ef69981a28ab44268b4573/html5/thumbnails/3.jpg)
Cause Marketing
• Cause marketing refers to a
type of marketing involving
the cooperative efforts of a
for-profit business and a
non-profit organization for
mutual benefit.
![Page 4: Cause marketing - Manu Melwin Joy](https://reader036.vdocuments.mx/reader036/viewer/2022062401/58ef69981a28ab44268b4573/html5/thumbnails/4.jpg)
![Page 5: Cause marketing - Manu Melwin Joy](https://reader036.vdocuments.mx/reader036/viewer/2022062401/58ef69981a28ab44268b4573/html5/thumbnails/5.jpg)
Cause Marketing
• The term is sometimes used
more broadly and generally to
refer to any type of marketing
effort for social and other
charitable causes, including in-
house marketing efforts by non-
profit organizations.
![Page 6: Cause marketing - Manu Melwin Joy](https://reader036.vdocuments.mx/reader036/viewer/2022062401/58ef69981a28ab44268b4573/html5/thumbnails/6.jpg)
![Page 7: Cause marketing - Manu Melwin Joy](https://reader036.vdocuments.mx/reader036/viewer/2022062401/58ef69981a28ab44268b4573/html5/thumbnails/7.jpg)
Cause Marketing• Cause marketing differs from
corporate giving (philanthropy), as
the latter generally involves a
specific donation that is tax-
deductible, while cause marketing
is a marketing relationship not
necessarily based on a donation.
![Page 8: Cause marketing - Manu Melwin Joy](https://reader036.vdocuments.mx/reader036/viewer/2022062401/58ef69981a28ab44268b4573/html5/thumbnails/8.jpg)
![Page 9: Cause marketing - Manu Melwin Joy](https://reader036.vdocuments.mx/reader036/viewer/2022062401/58ef69981a28ab44268b4573/html5/thumbnails/9.jpg)
Cause Marketing
• The first known case of
cause marketing in America
was in March, 1974 when
Carr & Associates
International was formed
by John T. Carr.
![Page 10: Cause marketing - Manu Melwin Joy](https://reader036.vdocuments.mx/reader036/viewer/2022062401/58ef69981a28ab44268b4573/html5/thumbnails/10.jpg)
![Page 11: Cause marketing - Manu Melwin Joy](https://reader036.vdocuments.mx/reader036/viewer/2022062401/58ef69981a28ab44268b4573/html5/thumbnails/11.jpg)
Types
• Transactional Campaigns:
– A corporate donation
triggered by a consumer
action (e.g sharing a
message social media,
making a purchase, etc.)
![Page 12: Cause marketing - Manu Melwin Joy](https://reader036.vdocuments.mx/reader036/viewer/2022062401/58ef69981a28ab44268b4573/html5/thumbnails/12.jpg)
![Page 13: Cause marketing - Manu Melwin Joy](https://reader036.vdocuments.mx/reader036/viewer/2022062401/58ef69981a28ab44268b4573/html5/thumbnails/13.jpg)
Types
• Non-Transactional Campaigns:
– A corporate donation to a cause
such as in cause sponsorship is
not contingent on an explicit
action of the consumer.
![Page 14: Cause marketing - Manu Melwin Joy](https://reader036.vdocuments.mx/reader036/viewer/2022062401/58ef69981a28ab44268b4573/html5/thumbnails/14.jpg)
![Page 15: Cause marketing - Manu Melwin Joy](https://reader036.vdocuments.mx/reader036/viewer/2022062401/58ef69981a28ab44268b4573/html5/thumbnails/15.jpg)
Types
• Point of Sale Campaigns:
– A donation solicited by a company
at the point of sale but made by
the consumer (e.g. consumers are
asked to round up their purchase
or donate a dollar when they
check out online or in-stores)
![Page 16: Cause marketing - Manu Melwin Joy](https://reader036.vdocuments.mx/reader036/viewer/2022062401/58ef69981a28ab44268b4573/html5/thumbnails/16.jpg)
![Page 17: Cause marketing - Manu Melwin Joy](https://reader036.vdocuments.mx/reader036/viewer/2022062401/58ef69981a28ab44268b4573/html5/thumbnails/17.jpg)
Types
• Message-Focused
Campaigns:
– Business resources are
used to share a cause-
focused message.
![Page 18: Cause marketing - Manu Melwin Joy](https://reader036.vdocuments.mx/reader036/viewer/2022062401/58ef69981a28ab44268b4573/html5/thumbnails/18.jpg)