Cause based marketing


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Cause based marketing

  1. 1. “Promoting Social Issues through efforts such as Sponsorships, Licensing Agreements And Advertisements”
  2. 2. Why Cause-based Marketing? • Seeking ways of benefiting community organizations ,Also furthering companies’ Business Goals. • Enhance a company’s reputation and brand image • Attracts and retain Customers • Motivate Employees to be Loyal • Contribution to society • Build relationships with customers
  3. 3. 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 Children Better” •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 natural calamity
  4. 4. Cause Marketing Examples American Express has impacted issues as diverse as hunger relief and the restoration of the Statue of Liberty, helping small business men etc. Infosys believes in sharing the wealth with the community and its employees. 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 project. Friends For Life is a non-profit wellness centre offering integrative therapies for people living with life-threatening illnesses.
  5. 5. 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
  6. 6. The major Tata companies are Tata Steel Tata Motors Tata Consultancy Services (TCS) Tata Power Tata Chemicals Tata Global Beverages Tata Teleservices Titan Industries Tata Communications Taj Hotels
  7. 7. Creating Awareness among People being Socially Responsible Making adults literate Tackling learning disabilities Excellence in education Setting up libraries Fisherman’s friend Providing Employment Engaging with the youth through socially relevant and meaningful initiatives Art revisited
  9. 9. #POWER OF 49 - 49% of India's voters are women. “Remind the system that women existence in the democracy counts?” 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” ROAD SAFETY
  10. 10. 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 downturn. 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.