“Promoting Social Issues through efforts such as
Sponsorships, Licensing Agreements And
Why Cause-based Marketing?
• Seeking ways of benefiting community
organizations ,Also furthering companies’ Business
• Enhance a company’s reputation and brand image
• Attracts and retain Customers
• Motivate Employees to be Loyal
• Contribution to society
• Build relationships with customers
Branding Cause Marketing
There are three potential options:
• Self Branded: Create own cause program.
Eg: Friends for Life undertakes campaign for road
safety program, ConAgra Foods launched “Feeding
•Co-Branded: Link to existing cause program
Eg: Reliance’s sponsorship with Help Age India.
•Jointly Branded: Link to existing cause program
Eg: conducting cricket or football matches by big
business groups for funding poor children in
Cause Marketing Examples
American Express has impacted issues as diverse as hunger relief
and the restoration of the Statue of Liberty, helping small business
Infosys believes in sharing the wealth with the community and its
Hindustan Lever Ltd announced a contribution of Rs.0.50 on the
sale of each of its brand of Lifebuoy brand soap to a diarrhea
Friends For Life is a non-profit wellness centre offering integrative
therapies for people living with life-threatening illnesses.
Founded by Jamsetji Nusserwanji Tata in the year 1868.
Jamsetji Tata helped pave the path to industrialisation in India
by seeding pioneering businesses in sectors such as steel,
energy, textiles and hospitality.
The greatest architectural achievement was to build the Taj
Mahal Hotel in Mumbai in 1904.
The Indian Institute of Science, set up in Bangalore by TATA in
1911, would nurture some of the brightest minds in India.
The group was awarded the Carnegie Medal of Philanthropy in
2007 in recognition of its long history of philanthropic activities.
In 2011 and 2012, Tata was ranked as India's second most
trusted brand by The Brand Trust Report
The major Tata companies are
Tata Consultancy Services (TCS)
Tata Global Beverages
Creating Awareness among People being Socially Responsible
Making adults literate
Tackling learning disabilities
Excellence in education
Setting up libraries
Engaging with the youth through socially relevant and
#POWER OF 49 - 49% of India's voters are women.
“Remind the system that women existence in the democracy
VOTE - Providing Online Voter ID Card Registration Facility
“Haven’t Voted because you don’t know where to register?”
KNOW YOUR POLICE
“Simplified all the information, procedures and limitations you
should be aware while handling with POLICE ISSUES”
Cause Based Marketing not only Contribute to Society also build
up Goodwill of the Company
Cause-Related Marketing can set you apart in an economic
The 2009, annual survey by the Reputation Institute ranked Tata
Group as the 11th most reputable company in the world.
New findings from this year's Good Purpose TM Global Study of
Consumer Attitudes reveal that 68% consumers would remain
loyal to a brand during a recession if it supports a good cause.