Scribd
Upload
53 views19 pages

Cause Marketing Insights

This document discusses cause marketing, which involves companies partnering with non-profit organizations to promote social causes through their marketing activities. Cause marketing can increase profits for companies while also benefiting society. It outlines the benefits for both commercial sponsors and non-profit organizations. For companies, cause marketing can improve brand image, build customer loyalty, and increase sales. For non-profits, it brings greater awareness to their cause and increases funding. The document provides examples of successful cause marketing campaigns and offers tips for developing an effective cause marketing strategy.

Uploaded by

Dr-Waheed Asghar
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
53 views19 pages

Cause Marketing Insights

This document discusses cause marketing, which involves companies partnering with non-profit organizations to promote social causes through their marketing activities. Cause marketing can increase profits for companies while also benefiting society. It outlines the benefits for both commercial sponsors and non-profit organizations. For companies, cause marketing can improve brand image, build customer loyalty, and increase sales. For non-profits, it brings greater awareness to their cause and increases funding. The document provides examples of successful cause marketing campaigns and offers tips for developing an effective cause marketing strategy.

Uploaded by

Dr-Waheed Asghar
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
You are on page 1/ 19

CAUSE

Marketing Management
MARKETING
Presented By Absaar Javed (2018-EMBA-019)

1
What is Cause Marketing?
• Type of CSR

• Increase Profitability

Marketing Management
• Betterment of society

• Promoting social issues via


• Sponsorships
• Licensing Agreements
• Advertising

2
What is Cause Marketing?
• Licensing agreement between
• Commercial product marketer
• Leading nonprofit organization

Marketing Management
• Social issues marketing

• Dual purpose

3
What is Cause Marketing?
• Nonprofit Organizations
• Assign rights to use name and logo
• Promotion of commercial products

Marketing Management
• Sponsor pays substantial sums of money for use of nonprofit’s
name and logo in advertising

4
The rise of cause marketing
• Relatively recent phenomenon

• Earliest use (1983) involved promotion by American Express


• For each purchase made with card one penny contributed to

Marketing Management
renovation of Statue of Liberty

• Generated 28% increase in card usage

5
Is it a significant form of marketing?

• Expenditures of $1 billion on cause related marketing


campaigns in 2014

Marketing Management
• Expenditures on sponsorship activities would be $2.3 billion in
2019

6
Benefits of Cause Marketing for Commercial
Sponsors

• Can improve social welfare

• Create differentiated brand position

Marketing Management
• Build strong customer bonds

• Enhance the company’s public image

7
Benefits of Cause Marketing for
Commercial Sponsors
• Reservoir of goodwill

• Boost internal morale

Marketing Management
• Drive sales

• Increase market value of firm

8
What are the benefits to nonprofits?
• Further the organization’s mission

• Leverage the marketing budgets of corporations by obtaining


access to mass media resources it could not otherwise afford

Marketing Management
• Increase public awareness

• Gain an increasingly significant source of revenue

9
Effect on branding aspect
• Cause marketing can
• Build brand awareness

• Enhance brand image

Marketing Management
• Establish brand credibility

• Evoke brand feelings

• Create a sense of brand community

• Elicit brand engagement 10


Branding Cause Marketing
Potential options:
• Self Branding: Create own program. E.g., NGOs

• Co Branding: Link to Existing cause program. E.g. Reliance’s

Marketing Management
Sponsorship with Help age India. (ongoing process)

• Jointly Branded: Link to existing cause program. E.g.


Conducting football match or cricket match by big business
groups for funding poor children, or natural calamity. (one
time thing)

11
Choosing a cause
• Companies choose to focus on one or a few main causes.
• E.g. Mac 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

Marketing Management
cancer foundation in USA.

12
Choosing a cause
• Single Cause
• E.g. many companies have shown breast cancer as a cause.

• Multi causes that fit their corporate image and brand image.

Marketing Management
13
Steps for Developing Cause marketing
Strategy

• Do your research

• Know your Brand

Marketing Management
• Team Effort

• Set Goals and Manage Expectations

14
Examples
• DOVE’s Self-Esteem Project

Marketing Management
15
Examples
• Starbucks And World AIDS Day

Marketing Management
16
Examples
• Coca Cola and WWF’s Arctic Home

Marketing Management
17
Questions

Marketing Management
18
Thankyou

Marketing Management
19

You might also like