What is cause-related marketing
Overview of key issues
Case studies and analysis-campaigns
WHAT IS CAUSE MARKETING??
• Licensing agreement between commercial product marketer and leading
• “Passion branding”
• “Social issues marketing”
Cause marketing or cause-related marketing
refers to a type of marketing involving the
cooperative efforts of a for profit business
and a non-profit organization for
For profit companies partner with nonprofit companies
For profit companies build a philanthropic and caring image
Nonprofit get financial support
COSTS INCURRED FOR A SOCIAL CAMPAIGN
• Cost incurred can vary from small donations to a large undertaking
• Advertising agencies might be required
• Good marketing skills, dedication to public relation skills and a creative
mindset is required
RISE OF CAUSE MARKETING…
• earliest use (1983) involved promotion by American Express
for each purchase made with card one penny contributed to renovation of Statue of
• raised $1.7 million
• generated 28% increase in card usage
• Visa committed to donate, based on card usage, at least $1 million to
children’s literacy organization
• Johnson & Johnson contributed portion of sales from children’s toiletries to
World Wildlife Fund
• McDonald’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.
IS IT A SIGNIFICANT FORM OF MARKETING?
• fastest growing segment of advertising in ‘90s
• estimated expenditures of $1 billion on cause related marketing campaigns
• estimated expenditures on sponsorship activities was $6.8 billion in 1998
• Now cause marketing nearly contains a $100 billion market within
• Further the organization’s mission
• Leverage the marketing budgets of corporations by obtaining access to
mass media resources it could not otherwise afford
• Increase public awareness
• Gain an increasingly significant source of revenue
• American Cancer Society sold exclusive rights to use
name and logo in promoting NicoDerm CQ and
Nicorette--in return for annual payments of $1 million
• prescription cholesterol drug Pravachol prominently
displays name and logo of American Heart Association
• logo of American Cancer Society prominently featured
in advertisements promoting Florida orange juice--in
return for $1 million a year,
• American Lung Association sold Johnson & Johnson its
name to promote Nicotrol--in return for $2.5 million
THREE FORMS OF CAUSE MARKETING
Traditional cause-related marketing:
Donation-with-purchase of a company’s
products or services (funds from company)
Consumer fundraising: Company promotes
an opportunity for its customers to make a
donation at their place of business (funds
Event, initiative, or program sponsorship:
Traditional sponsorship model where a
financial commitment is made in exchange
for defined benefits around the sponsored
asset (funds from company).
Association with komen
• In the past KFC has done cause marketing with Komen.
• Think Before You Pink™, a project of Breast Cancer Action, launched
in 2002 in response to the growing concern about the number of pink ribbon
products on the market. The campaign calls for more transparency and
accountability by companies that take part in breast cancer fundraising, and
encourages consumers to ask critical questions about pink ribbon
Fried Chicken for the Cure?
• Kentucky Fried Chicken is fighting breast cancer – one big pink bucket of
chicken at a time.
• In the latest incarnation of pink ribbon promotions, the prominent breast
cancer advocacy group Susan G. Komen for the Cure has teamed up with
KFC in a national "Buckets for the Cure" campaign which ran till May 23,
For each pink bucket of chicken purchased, KFC will
donate 50 cents to Komen with the ultimate goal of
$8 million -- which would be the single largest
donation ever received by the organization
BENEFITTED KFC by increasing their sales by 29%
RAISED largest funds till then for the welfare of breast cancer
KFC also has an in-house effort called KFC Colonel’s
Scholars, which awards college scholarships to high school
students with an entrepreneurial bent.
The Kentucky Fried Chicken Foundation believes in making a
difference in the lives of those who are willing to work hard and
improve themselves through education.
AIRCEL, India’s 5th largest GSM mobile service provider initiated the campaign towards a social
cause in association with WWF-India to help save our tigers. Aircel “Save Our Tiger” is the latest
campaign where it intends to draw attention towards dwindling numbers of tigers across the
planet and bring forward the seriousness of losing tigers from our planet.
Cricket Player and Aircel’s brand Ambassador Mahendra Singh Dhoni, footballer
Bhaichung Bhutia and south Indian actor Surya are part of this campaign.
A series of special tiger programmes were telecast to highlight the situation and challenges
facing our national animal.
Apart from TV and print advertising it has launched a website www.saveourtigers.com which will
be instrumental in propagating and disseminating information about saving tiger. It urges people
to be informed and create buzz across all forums like blogging, writing on facebook, twitter and
writing letters to the editors of newspapers.
There were marches, cycle rallies and signature campaigns demanding that the government act
before it's too late.
During the first year, the funds collected were used to provide over 35 Rapid Response
Units [RRU] to Tiger Reserves across the country. Each Rapid Response Unit had over 30
types of different equipment specially tailored for tiger protection including a
customized Mahindra Bolero Camper Vehicle and Hero Motorbikes.
The Second Year was launched with a Car Rally organized by Aircel and the Constitution
Club of India. Parliamentarians and Celebrities raced through the streets of the capital
to raise awareness for the campaign.
Special promos and promotional hoardings were created to promote the date of the
second live 12 hour Save Our Tigers telethon. On July 15th 2012, Amitabh Bachchan
returned to host the only telethon to be broadcast from an outdoor location.
The biggest names in conservation joined us on one stage to educate the audience
and to endorse our cause. In Year-II, the campaign aimed to create the "Tiger
Defence Unit" in major tiger reserves across the country.
AIRCEL raised almost Rs 6 Cr in pledges thanks to viewers, corporates and
celebrities from across the country. The funds raised are being utilized for:
Monitoring the RRUs
Intensive Training of RRU teams
Strengthening the guard outposts with Anti-Poaching Camps
Aircel, one of India's most
players, today unveiled its limited edition 'Save our Tigers'
calendar 2013 at its 'Strokes for Stripes' event. By means of this
initiative, Aircel further strengthened its commitment to 'Save our
Tigers' (SOT), a cause that the company has been associated with
The works of the artists culminated in the form of a calendar for
2013. These souls stirring art pieces were subsequently auctioned to
raise funds, highlight the need of tiger conservation and create
awareness for the cause. The proceeds from the auction were
donated to Wildlife Trust of India (WTI), the initiative's cause
partner who will channelize these funds for 'Save our Tigers'
Through this project, Aircel endeavors to mobilize the art fraternity
for the cause and raise funds for the tiger conservation.
Building on its commitment to the cause of tiger conservation in India, Aircel, on ‘World
Tiger Day’ organized a Painting Competition with students from various schools across
the city to raise awareness about tiger conservation. A part of its ‘Save Our Tigers’
campaign, the event witnessed active participation from the school students ,Aircel
employees and their families, who gathered at the FUN mall to celebrate the day
through the painting competition.
‘Save Our Tigers’ is a CSR initiative by Aircel aimed towards environment and
tiger conservation. Tigers may be one of the most revered animals but they are also
vulnerable to extinction. Aircel has been working with several organizations across all
tiger reserves in the country extending infrastructure and capacity support. Aircel has
associated with various tiger conservationists like Mike Pandey, Shekar Dattatri, Valmik
Thapar, Bittu Sahgal and others across the country to spread the message of ‘Save our
Aircel thought differently with their ‘Save our Tigers‘ campaign. They
decided to go in for a high-decibel, multimedia campaign attempting to raise
awareness about the low count of Tigers in India. It is a slick campaign overall,
utilizing all the weapons in the marketing armor: celebrities, new media, PR etc.
From a marketing strategy POV, taking up a niche cause was a smart move.
Now no corporate will go near a social cause with the words ‘Save’ and ‘Tiger’
attached to it. Aircel, pretty much has created a category, as it were. They’ve
also put in huge monies and tied up with credible names like WWF.
But the real change can only happen at the Government level or among those
who interact with the wildlife
AIRCEL was benefitted by having their mobile service at the 5th position
And an increase of approx. 50% was observed in the no. of customers
NO. of tigers went from 1411 to 1706
Stats by http://www.ndtv.com/article/india/tiger-census-295-tigers-added-population-estimated-at-1706-94584
Satyamev Jayate is an Indian television talk show
that aired on various channels within Star Network
along with Doordarshan's DD National.
With Hindi being the primary language, it was also
dubbed and simulcast in other languages such as
Bengali, Malayalam, Marathi, Tamil and Telugu.
The show highlighted sensitive social issues
prevalent in India such as female foeticides, child
sexual abuse, dowry, etc.
• The show was presented
and sponsored by Airtel
and co-sponsored by Aqua
guard. Other associate
sponsors included CocaCola, Johnson & Johnson,
Skoda Auto, Axis Bank,
Berger Paints and
FIRST •DIL SE DEKHO
SECOND •JINHE DESH KI
SEASON FIKAR HAI
In the advertisement he says – only those who stop
at the red light will watch his show.
In another advertisement he poses the problem of
how people have become so selfish that they
cannot help an injured person on the road and
take him to the hospital.
• The whole show concentrates around fighting for social issues such as
female foeticide, child labour, child marriage, eve teasing, rapes etc.
• Aamir Khan aims to – make Indians wake up to the social evils we only talk
about in hushed tones and cry while consuming the harsh reality we all run
• “Dil ko lagegi, tabhi baat banegi” succinctly sums up what the
show is all about and hence forms the basis for the marketing campaign
• The teaser of the show were premiered on YouTube on 2nd
• The show was also promoted in Indian theaters. The theme
song of the show was shown in 300 theaters across the
country after the national anthem
• Mobile Application.
Tag lines used such as:
“Dil se dekho”
“Sabka apna show”
“Entertainment ka matlab”
PROCTER AND GAMBLE
‘Touching lives, improving life’. P&G
, is P&G Corporate Social
Program, an integral part of
Global Philanthropy- LIVE LEARN AND THRIVE.
SHIKSHA, launched in 2005 to contribute towards the
cause of education of underprivileged children through simple Brand
A National Consumer Movement- SHIKSHA is P&G’S CSR
initiative in association with CRY.
P&G Environmental Sustainability
P&G uses second key element to making sustainability
decisions: a unique, holistic view of technology. They use Life
Cycle Thinking, a discipline to determine a product’s entire
environmental footprint; from the procurement of raw
materials to the product’s use and ultimate disposal. By
examining the many factors in each step, we are able to assess
the product’s overall environmental impact.
PARIVARTAN- The Whisper School Program
P&G’S PARIVARTAN (Transformation) program has
been protecting millions of adolescent girls in India
from getting trapped in traditional practices of using
unhygienic cloth for sanitary protection, by providing
timely menstrual education.
The objective of the program is to help adolescent
girls embrace womanhood positively and enable them
to adopt the right feminine hygiene practices to stay
P&G DISPLAYED A SOCIAL RESPONSIBILITY AND
CONSTRUCTED A POSITIVE ATTIUDE
JAAGO RE !!
Tata Tea Jaago Re introduced in 2008, works with NGOs and other non-profit organization to raise
awareness for specific causes around Indian general elections.
While tea may wake you up, Tata Tea awakens you. The campaign demonstrated Tata Tea’s thought
leadership in positioning tea as a medium of ‘social awakening’ and not just ‘physical awakening’.”
Since 2009, Tata Tea JaagoRe has been an active component of Tata Tea's marketing initiatives, adapted to
align with the product which claims to bring big and small leaves together to make a perfect cup of tea.
THE IDEA BEHIND
“Corruption is a malaise that is endemic
to our everyday life.”
# Keeping the need to address the problem of corruption in mind the Jaago
Re campaign has been crafted to create widespread awareness on the issue
# An attempt to awaken every Indian citizen to be ‘the change he wants to
see’ by taking a pledge not to aid and abet corruption.
# The idea was to be aware of it as a responsible Indian citizen. ‘wake up
with a cup of tea’, is to wake up not just physically but also intellectually to
what is happening around them at a civic society level.
ONE BILLION VOTES
Tata Tea has used the current ‘election’ mood in
the country to drive home their ‘Jaago Re’
campaign to convince people to exercise their right
to vote on election day.
By launching a website, ‘Jaago
Re’ facilitated voter
registrations which enabled an
extensive call out to the youth
of the nation and encouraged
them to vote.
The idea behind creating this blank out was
generated as an activation idea for Tata Tea’s ‘Jaago
Re’ campaign where in our second phase of the
campaign the message was to get viewers to vote.
Hence the thought ‘Agar aap vote nahin kar rahe
hai, to aap so rahe hai
‘SochBadlo’ was aimed at bringing to light the positive stories
within the country. ‘'Jaago Re'’ chiefly addressed the positive
side to a country that was under a lot of stress through a series
of commercials and encouraged people to add a more
promising perspective to how they view the country.
The campaign titled ‘SochBadlo’
continues its battle against
corruption, and is also now focused
on strengthening the brand’s
connection with the women who
buys into their brand.
KHILANA BAND, PILANA SHURU
Khilana Bandh was primarily aimed at establishing the fact that
corruption can be combated if the citizens of the country did not
engage in bribery. ‘Jaago Re’ stimulated the citizens of the
country to discourage bribery and not contribute to corruption.
Through a website, users we encouraged to share AntiCorruption messages, take pledges against paying or receiving a
bribe, and confess if they had paid a bribe.
❏ Classmate is an indian brand of student stationery which was launched by ITC in
❏ It is considered as No.1 notebook brand.It started its business by seeling
notebooks and later on expanded its business by selling other stationery items
like pen,pencil,mechanical pencils.
❏ It has 50,000 outlets in our country.Thus making it easily available for the
customers to purchase the product.With rising income levels the demand of such
stationery items is expected to rise.
❏ Giving more importance to the rural upliftment of our country.
❏ Making india more eco friendly in nature.
❏ Attracts the youth to actively participate in shaping the future of india.
INITIATIVES UNDERTAKEN BY CLASSMATE
1.CLASSMATE IDEAS FOR INDIA CHALLENGE:❏ Provides a platform for the youth to bring their innovative ideas that will
help in shaping the future of india.
❏ The youth actually considers itself as serious partners who want to come
up with ideas in the spheres of education and health,science and
❏ Helps in providing internships to the finalists with relative programme
partners i.e WWF-INDIA,tony blair foundation.
2.FOLLOW YOUR HEARTS:❏ The main objective of this programme was that the individual should
follow his dreams to do something in his life.
❏ This was a fairly large consumer engagement initiative which did not sell
anything, it was a purely proposition based engagement.
3.CORPORATE SOCIAL RESPONSIBILITY
❏ All Classmate notebooks carry a social message.
❏ On purchasing 4 notebooks of classmate, the company gives Re1 for the social
development of our country.
4.GLOBAL FOREST AND TRADE NETWORK(GFTN)
❏ Classmate is the first company to join hands with WWF-GFTN.
❏ ITC has used Paperkraft Premium Business Paper.
CSR ACTIVITY FOR CLASSMATE
DISPLAYED A POSITIVE ATTITUDE
FAIR N LOVELY
Project Saraswati Graduate has been introduced for the first time by the Fair and lovely
Foundation in 2003 to award scholarships to women who have the aptitude, drive and
ambition to carve a place of pride for themselves in society, but do not have the
financial strength to realize their dreams.
They wanted to encourage the economic empowerment of the Indian woman through
information and resources in the areas of Education, Career and Enterprise by providing
information, resources, inputs and support to them.
Fair & Lovely, as a brand, stands on the economic empowerment platform and the
foundation is an extension of this promise.
Radhakrishnan once said
"That India's future will be
shaped in her classrooms. In
India, low-income families,
albeit unwillingly, tend to
discriminate against the girl
child, in providing
opportunities for education
due to resource constraints.
• Fair & Lovely Foundation’s Project Saraswati
Scholarships, targeted women from low-income
groups in rural as well as urban areas and helped them
to pursue graduate and post-graduate degrees and
diplomas in fields ranging from Computer
Applications, Medicine, Business Administration,
Technology, Journalism, Engineering, Veterinary
Science and Psychology, and many others.
What they Do..?
The Fair & Lovely Foundation provides scholarships worth up
to Rs. 1 lakh each year for deserving girl students from lowincome families who display an excellent academic track
record, as well as social initiative and drive to study more.
Procedure For Receiving The Scholarship
If any woman fulfills the give eligibility criteria then she has to simply fill the application
form available at the fairandlovely.in and get herself registered.
Of the applications received across India, candidates were short-listed on the basis of their
academic performance, economic need and drive to achieve.
These candidates were then invited for personal interviews.
The final candidates were chosen after personal interviews by a panel of experts (the
panellists are eminent personalities from the fields of education, media social work and
And then the selected candidates were awarded scholarship or worth Rs. 1 lakh.
As the result of the campaign
Fair & Lovely has become
successful in providing more
than 1,000 scholarships to
deserving candidates till
date. And have helped them
to make their dreams come
true by supporting them
FAIR N LOVELY
SO… NOW DEFINE CAUSE MARKETING?
• When a business supports a charitable cause or event to help the business get
its name out
Raise awareness of issue, mission, programs
Raise brand awareness
Promote business as good citizen to customers, employees