cause related marketing..(1)
TRANSCRIPT
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