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Sangeeta singh 28.09.10

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Sangeeta Singh fra Handelshøyskolen BI. Cause-Related Marketing: …

Sangeeta Singh fra Handelshøyskolen BI. Cause-Related Marketing:
Can we make the Norwegian market ‘relate’ to causes?

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  • 1. Cause-Related Marketing: Can we make the Norwegian market ‘relate’ to causes? Cecilie Klovstad, A.C. Nielsen Sangeeta Singh, Norwegian School of Management BI Sep. 28th 2010
  • 2. Today’s Agenda Linking purchases with charitable incentives- brief overview Learnings from research The Norwegian market- qualitative and quantitative findings
  • 3. Norges Gruppen and UNICEF
  • 4. The Other CRM Cause Related Marketing Any effort by a corporation to increase its own sales by contributing to the objectives of one or more nonprofit organizations or social causes (Kotler and Andreasen 1995)
  • 5. Joint issue promotion
  • 6. Sales related fund raising
  • 7. Corporate issue promotion The advertising philosophy is based on Luciano Benetton's belief that 'communication should not be commissioned from outside the company, but conceived from within its heart.'
  • 8. Cause-Related Marketing: More than just generating sales Increase market share Appeal to new segment Differentiate Build brand image
  • 9. Cause-Related Marketing: when DOES it work? Measurable objectives Mutual target markets Fit between charity and company
  • 10. The Norwegian Market Qualitative Quantitative Research Research
  • 11. Quantitative Research from Norway Charity incentives do not seem to be doing much Mismatch between brand and cause/charity can be good! How the donation to cause is presented affects value perceptions that drive consumer responses
  • 12. Can we make the Norwegian market relate to causes? Is CRM a useful marketing tool? How can consumers be influenced?

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