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Cause Marketing (social awareness through marketing practices)

Cause Marketing (social awareness through marketing practices)

  1. 1. Cause marketing or causerelated marketing refers to a type of marketing involving the cooperative efforts of a for profit business and a non-profit organization for mutual benefit.
  2. 2. Benefits of Marketing
  3. 3. Financial Benefits  Eleveate buyer enthusiasm  Boost Sales  Increased growth
  4. 4. Customer Engagement  Prefer companies which make a positive impact on the world  It sticks the idea in the mind of a consumer which intrigues and encourages them to participate through purchase
  5. 5. Employee Engagement  Work for a greater cause and their work makes a difference  Employees who are happy work harder and smarter because their work has become personal
  6. 6. Image Boost  Image is everything when it comes to business!  Influence  Positive press coverage and company reviews  People will talk!
  7. 7. Brand Aspect  Builds Brand awareness and enhances brand image  Establish Brand Credibility  Evoke Brand Feelings  Create a sense of brand loyalty  Elicit Brand engagement
  8. 8. DISADVANTAGES  The wrong doings of one of the entities (non-profit or corporation) hurts the others’ reputation  Adding financial and time investment to the regular marketing activity tab
  9. 9. Branding Cause Marketing  Self-Branded : Create own cause programmes. Examples -Ronald McDonald House charities, Friends for life, NGOs like Thrani, NAACO.  Co-Branded : Link to existing cause programme. Example - Reliance’s sponsorship with Help age India  Jointly Branded : Link to existing cause programme with more than one activity. Example - conducting football match and cricket match by big business groups for funding poor children, or natural calamity
  10. 10. How to Take Your Cause Marketing Program Online
  11. 11. Group-buying sites: While group buying sites upon and Living Social are most commonly linked with selling products and services. Most small nonprofits simply don’t have it. That’s why new group buying sites like GoodTwo give you a platform to combine cause with commerce and contacts.
  12. 12. Facebook Likes: Using Facebook Likes to raise money and awareness is a digital version of the action-triggered donation programs. The company agrees to make a donation for every Like it receives on either its or the nonprofit’s Facebook page.
  13. 13. Twitter hashtags: Hashtags (#) are kind of like bookmarks that allow people to easily find tweets around a particular issue or topic. You can use hashtags for cause marketing just like Facebook Likes. The company agrees to make a donation to the cause for every time the chosen hash tag is used on Twitter. One of the most successful hashtag fundraisers is #beatcancer, a partnership between PayPal and SWAGG to raise money for cancer charities, such as Stand Up to Cancer and Lance Armstrong Foundation. Since 2009, #beatcancer has raised nearly $100,000.
  14. 14. Most Common Types of Cause Marketing Campaigns 1. Donation With Purchase This is where you set up a promotion that triggers a donation for items specially designated and market. This type of promotion usually has a pre-set timeframe and funding cap. 2. Donation With Coupon Redemption This approach requires a consumer to complete an action following the purchase of a product in order to trigger a donation. Ex: GIVE EDUCATION campaign by P&G
  15. 15. 3. Prouduct Supporter This approach occurs when you publicly state on the label of a product that your company donates to a specific cause. Similar to corporate philanthropy, but still falls under the umbrella of cause marketing because your statement is directed at consumers of your product.
  16. 16. 4. Buy One, Give One (BOGO) This is a great take on the “Buy one, get one free” idea that several businesses use in promotion. In this case, the “one free” goes to someone in need. It means your company takes the same action you’re asking a consumer to take. One World Futbol Project The idea for the ball was thought up by Tim Jahnigen, an inventor and music producer, after he saw footage of Darfur refugees playing soccer with a homemade "ball." The development was funded by Sting. The One World Futbol is an ultra-durable, allterrain soccer ball that will never go flat, even if it gets punctured. If you buy one ball, the project will give a ball to a community in need in a refugee camp, war zone, or povertystricken community.
  17. 17. Blanket America For every product sold, the same or similar product is donated to individuals and organizations in need. As the name might suggest, the giving is primarily domestic, helping to bring comfort to those in poverty in the U.S. The project has also, however, carried out blanket distributions in Haiti.
  18. 18. Other types of marketing campaigns Donation With Online Activation  Volunteerism Rally Consumer-Directed Donation Consumer Pledge Drives Dual-Incentive Approach Request for Consumer Action
  19. 19. The United Nations Children's Fund is a United Nations Programme headquartered in New York City  provides long-term humanitarian and developmental assistance to children and mothers in developing countries. members of the United Nations Development Group and its Executive Committee. UNICEF was created by the United Nations General Assembly on December 11, 1946, to provide emergency food and healthcare to children in countries that had been devastated by World War II. In 1953, UNICEF became a permanent part of the United Nations System . With partners such as IKEA, Gucci, ING, Procter & Gamble, Starwood, and FC Barcelona
  20. 20. UNICEF has been working in India since 1949. The largest UN organisation in the country , UNICEF is fully committed to working with the Government of India to ensure that each child born in this vast and complex country gets the best start in life, thrives and develops to his or her full potential. UNICEF uses its community-level knowledge to develop innovative interventions to ensure that women and children are able to access basic services such as clean water, health visitors and educational facilities, and that these services are of high quality. What makes UNICEF unique in India is its network of 13 state offices. These enable the organisation to focus attention on the poorest and most disadvantaged communities, alongside its work at the national level.
  21. 21. Realigning our priorities with this eye-opening advertisement; even if buildings fall, we should always be there to help rebuild the children.
  22. 22. Celebrities Supporting UNICEF’s Work in India Globally, UNICEF works with nearly 200 Goodwill Ambassadors to increase public awareness of the rights of children and women and UNICEF's work in protecting those rights. Celebrities in India (from the world of film / music / theatre / sports) have a strong national and regional appeal. Over the years they have played a significant role in helping UNICEF to create public awareness on children’s issues. Also their involvement has mobilized action and resources from civil society, thereby sending a message that children are an urgent priority.
  23. 23. Aamir khan : Nutrition
  24. 24. Amitabh Bachchan : polio
  25. 25. Priyanka Chopra: Convention on the rights of the child, Early Marriage and Adolescent girls lifeskills
  26. 26. Sachin Tendulkar: Handwashing and personal hygiene.
  27. 27. Awaaz Do : is an initiative taken by UNICEF to mobilize Indian society to speak up for the more than eight million children currently out of school in the country. Awaaz do is primarily an online campaign with focus on empowering citizens to get actively involved and demand right for children. The idea behind the campaign is to help more than eight million children in the country, who are currently out of school, and to provide them formal education. Launched in 2010, the campaign has received support from citizens through online social campaign with more than 250 thousand registrations on the official website and from government and corporate organizations with several corporate and media houses partnering with UNICEF for the cause.Priyanka Chopra, UNICEF celebrity ambassador, and Kapil Sibal, Minister of Human Resource Development, have signed up as an Awaaz Do champions to garner support for the campaign.
  28. 28. SOME CAMPAIGNS OF UNICEF
  29. 29. END Voilence Campaign Millions of girls in India face obstacles in their lives, experiencing various forms of discrimination, exploitation and abuse on account of their age and their sex. Each year, an increasing number of children in India face sexual violence.
  30. 30. FIGHT AGAINST CHILD LABOUR LABOUR
  31. 31. UNICEF Receives Highest Honour at 2012 Cause Marketing Forum Conference The Cause Marketing Golden Halo Award, the highest honour for companies and causes that collaborate to produce business and social dividends, was bestowed on UNICEF at the 2012 Cause Marketing Forum U.S. Fund for UNICEF President & CEO Caryl Stern accepted the award on behalf of the global organization
  32. 32. Unilever partners with PSI And Facebook to launch Waterworks Waterworks™ is among the first Timeline applications for charitable giving, connecting Facebook users around the world with real individuals and communities in need. People will be invited to sign up to Waterworks™ and connect the application to their Facebook Timeline. They will partner with a PSItrained Waterworker and choose a small daily donation – as little as €0.10. Their funds will directly support the water-poor communities, where Water workers will provide education about the benefits of clean drinking water and distribute life-saving Pure it water purifiers and sachets to families in need.
  33. 33. HOW IT WORKS?
  34. 34. This literal “branding” campaign, sparked by both Lifebuoy and OglivyAction, took place during the recent Hindu festival known as the Kumbh Mela. On each roti, the message, “Did you wash your hands with Lifebuoy?” was emblazoned – in Hindi, of course. Restaurants throughout Allahabad served the doughy goodness with the message, and banners and billboards also broadcast the question during the festival. Roti, after all, is to be eaten with your hands, so there was more than just product placement going on here–hand washing has become a serious part of Unilever’s corporate
  35. 35. Proctor and Gamble Company
  36. 36. We love the thought and the cause! P&G has been supporting Shiksha for about 5 years now. Apparently, sales dip in the AprilJune quarter. So, P&G came up with an innovative idea 5 years ago, of linking product sales with a worthy cause. All consumers need to do to participate is simply buy any of P&G’s large packs of Tide, Ariel, Pantene, Olay, H&S, Rejoice, Vicks VapoRub, Whisper, Gillette Mach 3 Turbo, Gillette Series, Oral B, Duracell or Pampers in the months of April, May & June ’09 and part of the proceeds will go towards children’s education.
  37. 37. We love the thought and the cause! P&G has been supporting Shiksha for about 5 years now. Apparently, sales dip in the April-June quarter. So, P&G came up with an innovative idea 5 years ago, of linking product sales with a worthy cause. All consumers need to do to participate is simply buy any of P&G’s large packs of Tide, Ariel, Pantene, Olay, H&S, Rejoice, Vicks VapoRub, Whisper, Gillette Mach 3 Turbo, Gillette Series, Oral B, Duracell or Pampers in the months of April, May & June ’09 and part of the proceeds will go towards children’s education.
  38. 38. Hair to Us, Hope to Them Thank you for giving to Pantene Beautiful Lengths in such a beautiful way. Soon, you’ll be part of the largest national movement and first campaign to create free, real-hair wigs for women with cancer. Bravo! Hair provided by generous volunteers like you will be used to craft beautiful, high-quality wigs by our partner, HairUWear®. Then it will go to a woman affected by hair loss from cancer.
  39. 39. Case Study
  40. 40. TATA TEA – JAAGO RE  Owned by India’s Tata Group  Largest Tea brand in India  Founded in 1964 (Kolkata)  Headquarters in Bengaluru, India
  41. 41. 2008-2009 : One Billion Votes Mega Approach to Connect Subliminal Message 360 dgree Integrated Market Campaign
  42. 42. 2009-2010 : Khilana Band, Pilana Shuru
  43. 43. 2010-2011 :
  44. 44. 2011-2012 :
  45. 45. 2012-2013 : Chhoti Shuruat
  46. 46. 2013 Onwards :  49% of India’s registered voters are women  encouraging women to exercise their right to vote  emphasising women’s safety and welfare focussed measures
  47. 47. NGO Partners
  48. 48. CONCLUSION Nearly everybody fell in love with the Jaago Re campaign of Tata Tea. The campaign showed simple aspects of our daily life, highlighted how we have forgotten our basic duties as citizens of India, and urged the audience to ‘wake up’. These set of ads stood out in the crowd and mostly focused on the functional aspect of tea. Waking up, in a literal sense is deeply associated with tea. The campaign Jaago Re, very smartly leveraged that connect, and took it to a whole new level of social responsibility. By picking up issues so close to the average consumer’s average day, Tata Tea was able to connect with the audience, and by bringing in an emotional angle to the whole experience of tea, the campaign was hugely successful.
  49. 49. Before it’s too late Give our mother earth a chance to breathe
  50. 50. Desertification destroys 6000 species every year! We are all Earthlings, but we do not enjoy the same rights.
  51. 51. If you buy them, they were killed because of you…
  52. 52. Dissolvent pollutes millions of liters of water It’s never too late to make a change
  53. 53. Brain Corals 70% of plastic ends up in the sea, and they will never go “extinct”
  54. 54. COCA COLA’S WHITE POLAR BEAR CANS . . .
  55. 55. . . . AND WHY IT WAS A FAILURE Basic Green Marketing Rules Know Your Customers Customers don’t like to trade off primary benefits of products
  56. 56. A few more examples….
  57. 57. Sobha Developers  Sponsorship of Anju Bobby George for the Olympics 2004  Sponsorship of PT Usha School of Athletics  Creation of rehabilitation village for Tsunami victims in Kerela  Sobha Hermitage – A unique senior citizens’ home with world class amenities  Workers’ Housing Colony – For facilitating a better quality of living and dignity
  58. 58. Bell bajao, Ring Ring Launched by Breakthrough, an international human rights organization, the multimedia ‘Bell Bajao’ campaign aimed to convey a very simple message of ignoring domestic violence isn’t a right thing to do. The campaign, conceived by Ogilvy and Mather, stood out from the crowd.
  59. 59. Censorship tells the wrong story An amusing and cheeky advertisement which is done by adding some pixelation into play!
  60. 60. Consequences stay with you forever A stunning advertisement with stunning effects. Nothing is more painful than regret.
  61. 61. CONCLUSION Cause-related marketing (CRM) is an effective marketing tool for promoting corporate social responsibility (CSR) activities and the bulk of campaigns are designed and delivered through collaborative ‘social’ alliances with non-profit organisations (NPOs).
  62. 62. THANK YOU Tut Group – G34 Team – Shraddha Shivani (606), Urvashi Chandrahotri (600), Neha Rani (491)

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