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Sangeeta singh 28.09.10


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

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Sangeeta singh 28.09.10

  1. 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. 2. Today’s Agenda Linking purchases with charitable incentives- brief overview Learnings from research The Norwegian market- qualitative and quantitative findings
  3. 3. Norges Gruppen and UNICEF
  4. 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. 5. Joint issue promotion
  6. 6. Sales related fund raising
  7. 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. 8. Cause-Related Marketing: More than just generating sales Increase market share Appeal to new segment Differentiate Build brand image
  9. 9. Cause-Related Marketing: when DOES it work? Measurable objectives Mutual target markets Fit between charity and company
  10. 10. The Norwegian Market Qualitative Quantitative Research Research
  11. 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. 12. Can we make the Norwegian market relate to causes? Is CRM a useful marketing tool? How can consumers be influenced?