cause and cause related marketing

2.  Refers to a type of marketing involving the cooperative
efforts of a “for profit” business and a non profit
organization for mutual benefit.
 Aims to link product or services of a company to a social
cause.
 It occurs when it invests time and money towards a
particular cause for earning profit.eg:-SAVE THE
TIGER,SHIKSHA

3. OBJECTIVES
 Building corporate ,brand and product awareness
 Increasing sales and income
 Promoting a new product
 Promoting differentiation
 Adding value

4. FORMS OF CAUSE RELATED MARKETING
 Traditional cause related marketing
 Company fundraising
 Event,initiative,or program sponsorship

5. TRADITIONAL CAUSE RELATED MARKETING
 Donation with the purchase of a company's products and
services.
 Funds from company.
 Eg:-HUL announced a contribution of Rs 0.50 on the sale
of each of its brand of lifebuoy brand soap to a diarrhea
project

6. CONSUMER FUNDRAISING
 Company promotes an opportunity for its customers to
make a donation at their place of business.
 Funds from consumers

7. EVENT,INITIATIVE,OR PROGRAM SPONSORSHIP
 Traditional sponsorship model where a financial
commitments made in exchange for defined benefits
around the sponsored assets.
 Funds from company

8. REMARKABLE CAMPAIGNS IN INDIA
 Procter & Gamble(P & G)-Project Drishti,Shiksha
 Fair & Lovely Foundation-Project Saraswathi
 Horlicks-Ahaar Abhiyan
 Aircel-Save Our Tigers
 Tata Tea-Jaago Re

9. AIRCEL-Save The Tiger

10. SAVE THE TIGER
 India’s fifth largest GSM mobile service provider initiated
the campaign towards the social cause in association with
WWF India to help save our tigers.
 Latest campaign where it intends to draw attention
towards the dwindling number of tigers across the planet
and bring forward the seriousness of losing tigers from our
planet.

11. SHIKSHA

12.  Program by P & G
 It is in association with Child Rights and You (CRY) and
Sony Entertainment Television
 Aims to support the education of children in India
SHIKSHA

13. JAAGO RE

14. JAAGO RE
 Started by Tata Tea, one of the India’s largest tea brands
 Jaago Re One Billion Votes Campaign ,which was well
timed with the Indian elections spread the message of the
need to vote among the citizens.
 Estimated that over 6.5 lakh Indians used the platform to
register as voters.

15. PROJECT DRISHTI

16. PROJECT DRISHTI
 Aimed to restore sight for nearly 250 blind girls across the
country
 First ever sight restoration corporate project which was
undertaken in association with the National Association for
the Blind (NAB)

17. PROJECT SARASWATHI
 Undertaken by Fair & Lovely Foundation
 Promoted economic empowerment of India’s young
women.
 Scholarships of up to a lakh were awarded to young
deserving girls from across the country to pursue their
graduate and postgraduate course.

18. AAHAR ABHIYAN

19.  Initiative that aims to
increase awareness among
mothers, families and
communities about the issue
of malnutrition among
children in the age group of
3-6 years.
 Implemented in a phased
manner beginning with a pilot
project in partnership with
CARE India, in the state of
West Bengal and with Save
The Children ,in the state of
Tamil Nadu

20. BENEFITS
 Directly enhance sponsor sales and brand
 Heighten customer loyalty
 Boost a company’s public image and help to distinguish it
from the competition
 Improve social welfare
 Create differentiated brand positioning
 Building strong consumer bonds
 Creating a reservoir of goodwill
 Driving sales
 Potential consumers got positive effect on their purchase
intention and leads to rise in brand loyalty

21. THANK YOU