Ashish Pandey 3020070068

Cause related marketing

A commercial activity by which businesses and

charities or good causes form a partnership with each other to market an image, product or service for mutual benefit.
In simple words marketing activities that promote

charities or other non-profit activities.

benefits
Increases visibility
Improve image Motivates & retains Employees

Enhances community acceptance

Distinguishes your product or service Builds consumer trust Enhances reputation Makes a social impact

DIFFERENCES : CSR and CRM

encompasses what artner with charitable p

companies do with their profits & also how they make them. It goes beyond philanthropy and compliance ddresses how a companies manage their economic, social, and environmental impacts, their relationships in all key spheres of influence

organizations to help nonprofits better achieve their goals. ause-related marketing is C attached to a media campaign, with money generated for the cause through the sale of products.

American Express Company

During 1983, American Express Company launched a

cause related marketing program to restore the Statue of Liberty. The company promised to contribute one cent for every card transaction and $1 for every new card issued during last quarter of 1983. This resulted in a $1.7 million contribution by American Express to the Statue of Liberty and 28% increase in use of credit cards along with massive media coverage and free publicity.

Lee lee Jeans

Lee Jeans has supported Lee National Denim Day, the

worlds largest single-day fundraiser for breast cancer research, by encouraging women to wear jeans to work for a $5 donation.
Since 1996, Lee National Denim Day has raised more

than $40 million to benefit the Susan G.Komen Breast Cancer Foundation.

Value of Cause Marketing

the International Events Group (IEG) began

estimating spending in 1990. IEG, established to make sponsorship the fourth arm of marketing, alongside advertising, promotion, and public relations, provides services, research, and advocacy for the profession. They estimate spending only on payments by corporations to non-profit sponsors in unrestricted fees in exchange for a marketing affiliation or relationship.

 In 1990 IEG estimated that $125 million was being

spent. In 1998, it had jumped 400% to $545 million, and by 2003 cause-marketing spending had almost doubled to $922 million.
This rapid growth continues, and in 2004 cause-

marketing spending grew by 7.5% to just under $1 billion; by 2005 it rose to $1.08 billion, a 9% growth.

Hul
The HLL announced a contribution of fifty paisa to a

diarrhea project on sale of each of its LIFEBUOY brand soap. It helped to improve market share for lifebuoy The HLL announced a Rs. 5/- contribution to SOS childrens village, a social service organization working for educating every little heart by inserting coupons in its Brook bond Taj Mahal tea powder packs. The customer has to tell the coupon number to the company through a toll free telephone number.

OBEROI Hotels
OBEROI Hotels had specially designed and printed

envelopes placed in all Oberoi properties where in the guest could contribute to CRY, a non government organization and collected more than Rs. 6.50 lakhs in 18 months.
CRY is a NGO whose role is that of an enabler a catalyst

between two groups of people development organization and individuals working at grass root level with marginalized children, their families and communities and people from all walks of life who believe in the rights of children.

NOVARTIS INDIA LTD.

a pharmaceutical company in a cause related

marketing scheme donated 2% or value of sales of OVALTLINE PLUS towards CRYS (a NGOs) Gujarat rehabilitation operations.
Total amount raised was approximate Rs. 40, 000

ITC
ITC launched a nationwide campaign for water

conservation. Dubbed Aashirvad - Boond Se Sagar, this initiative has over the years put into place 31,000 acres of life saving irrigation system benefiting over 40,000 people. Consumers who buy Aashirvad products (atta, spices and salt) were made aware that from its sale, a worthy contribution was being made to the water conservation efforts of the nation.

Asian Heart Institute

During the Mumbai Marathon 2006, Asian Heart

Institute, associated itself as the Medical Partner to the event, and offered Free Tread Mill Tests for all participants confirmed in the Marathon at its centre in Bandra Mumbai.
Again, a true fit between the cause and the service that

the organization has on offer.

Tata Salt
Tata Salt, the pioneers and undisputed leaders in the

packaged and iodized Salt Category, reiterated its commitment to the cause of educating underprivileged children and announced its Desh Ko Arpan Programme. The Desh Ko Arpan Programme, Tata Chemicals Limited Contributes 10 paise for every kilo of Tata Salt, sold during specific periods, to the education of underprivileged children. Child Relief and You (CRY) has been chosen as partners. The money raised was Rs 33 lakhs in a period of one month.

The money raised will support six child development initiatives across the country, namely:
Lok Shakti Vikas Sansthan, Rajasthan Jabala, Kolkata, West Bengal The Good Shepherd Society, Chennai, Tamil Nadu Gramya, Nalgonda, Andhra Pradesh The community Services Guild, Tamilnadu

Rachana Society for Social Reconstruction, Pune

Maharashtra.

Aravind Eye Care

Aravind treats 65% of its patients free of cost, i.e., the

poor and rural people who have neither money nor access for treatment.
Its services are par excellence and only 35% of the

patients are charged, i.e., those who are able to pay.

P&G
When the Tsunami struck South East Asia and

Southern parts of India, P&G and its employees donated a total of Rs. 32 lakhs towards rehabilitation efforts via the Prime Minister's Relief Fund.
In India whisper a brand in the sanitary nappies

market where the materialistic difference is minimal announced a contribution of Re 1 on every pack of its sales for blind relief society.

Tesco, Computers for Schools

Started in 1992 as a one-off promotion, the

program has developed into a long-term strategic initiative for the grocery chain.
Tesco provides its customers a voucher for every

10 spent in-store. Shopper donate their vouchers to the school of their choice, which exchanges them for brand-new computer equipment.
Parents have collaborated to increase the number

of vouchers collected for their school.