This document discusses cause-related marketing (CRM) in the Indian context. It defines CRM as a type of marketing involving cooperative efforts between for-profit businesses and non-profit organizations. The author outlines the objectives and benefits of CRM, including building brand awareness, increasing sales, and attracting loyal customers. Several examples of successful CRM campaigns in India are provided, such as those by P&G, Tata Tea, and Horlicks. While some large Indian companies practice CRM, the author notes its use could be more widespread and help sensitize future business managers to societal needs in addition to generating profits.

1. Cause Related Marketing: An Indian Context
by Anoop Mohan
ABOUT THE AUTOHR(S)
Mr. Anoop Mohan has received MBA in Marketing from
Adaikalamatha Institute of Management,Thanjavur and
M.Phil in Management Studies from Jamal Institute of
Management, Trichy. He has worked as a Territory
Executive in Eureka Forbes during Sep’11 to Apr’12. He
has published 2 articles in international referred journals.
Currently he is pursuing his Ph.D., in Management from
PSGR Krishnammal College affiliated to Bharathiar
University, Coimbatore under the guidance of Dr. S.
Ranjithkumar, Associate Professor, Department of Research & Development,
Bharathiar University, Coimbatore.
INTERNATIONALJOURNALOFADVANCEDSCIENTIFICRESEARCH&DEVELOPMENT(IJASRD)
p-ISSN:2394-8906|e-ISSN:2395-6089|Volume02,Issue03(Jul–Sep’2015)|PP104–110

2. Anoop Mohan
105 © 2015, IJASRD, All Rights Reserved
ABSTRACT
ause marketing or cause-related marketing refers to a type of
marketing involving the cooperative efforts of a "for profit"
business and a non-profit organization for mutual benefit.
The term is sometimes used more broadly and generally to refer to
any type of marketing effort for social and other charitable causes,
including in-house marketing efforts by non-profit organizations.
Cause marketing covers a wide range of marketing activities for a
business. Primarily, it aims to link product or services of a company
to a social cause. This leads to greater sales and more importantly,
builds favorability in the minds of customers. Cause related
marketing is a communication tool for increasing customer loyalty
and building reputation. Cause related marketing is one of
phenomenal tool of marketing practice, which has significance effect
on sales of the companies. Indian consumers find cause-related
marketing campaigns more novel and attribute higher levels of
altruistic motives for companies engaging in this tactic Indian
consumer are also more positive when campaigns are undertaken by
an Indian company versus a multinational corporation.
KEYWORD
Cause Related Marketing, Corporate Philanthropy, Corporate
Social Responsibility, Companies Sales
C

3. Cause Related Marketing: Indian Context
Volume 02, Issue 03, Jul – Sep’ 2015 106
I. INTRODUCTION
“Cause Related Marketing (CRM) is a marketing strategy that targets the social
concerns of consumer groups. A company connects its own marketing and sales goals to a
social cause, or charity, to the mutual benefit and promotion of both partners. The business
goal: to develop customers’ trust and loyalty, improve corporate reputation and ultimately
increase sales.”
“The public association of a profit company with a non-profit organization for the
purpose of promoting the company’s product or service while raising money for the
charitable organization.”
“Cause marketing or cause-related marketing refers to a type of marketing involving
the cooperative efforts of a "for profit" business and a non-profit organization for mutual
benefit. The term is sometimes used more broadly and generally to refer to any type of
marketing effort for social and other charitable causes, including in-house marketing efforts
by non-profit organizations.”
Cause Related Marketing (CRM) defined by Varadarajan and Menon (1988) provide
the grounds for later research it can be defined as integrated step-by-step process of
developing, maintaining, along with integrating marketing activities. These activities are
associated with special cause that is being supported by the firm with an announced amount
of revenue generated by customers and company focuses the mutually beneficial long-tem
relationship with their customers.
Cause marketing covers a wide range of marketing activities for a business. Primarily,
it aims to link product or services of a company to a social cause. This leads to greater sales
and more importantly, builds favorability in the minds of customers.
The term, ‘cause marketing’ has been mistaken to signify ‘corporate philanthropy’
and ‘social marketing’. However, it cannot be related to either of them. According to the
Business in the Community, the leading British corporate social responsibility organization, it
(cause marketing) is “a commercial activity by which businesses and charities or causes form
a partnership with each other to market an image, product or service for mutual benefit.”
Supporting a specific cause and being public about this support gives companies
identifiable personalities, demonstrates what they stand for and helps them connect with
customers, suppliers, investors, employees and the community. Cause marketing programs
allow the consumers to overtly and publicly express their belief in and support for the causes
that are most important to them.
Cause related marketing is a communication tool for increasing customer loyalty and
building reputation. Cause related marketing can be understood as a strategic positioning and
marketing tool which links a company or a brand to a relevant social cause or issue for
mutual benefit. It is the initiation and funding of deserving causes. Cause related marketing is
a strategic marketing activity a way for a company to do well by doing good-distinct from
sales promotion, corporate philanthropy, corporate sponsorship, corporate Samaritan acts and
public relations, though it is often an amalgam of such activities.
Nothing builds brand loyalty among today’s increasingly hard to please consumers
like a company’s proven commitment to a worthy cause. Other things being equal many

4. Anoop Mohan
107 © 2015, IJASRD, All Rights Reserved
consumers would do business with a company that stands for something beyond profits. In
nutshell, cause related marketing results in increased sales, visibility, and consumer loyalty
and enhanced company image along with positive media coverage.
II. CORPORATE PHILANTHROPY
Philanthropy derives from the Greek term Philanthropos, which means the "love of
humanity" (Philos-love and Anthropos-humanity or mankind). While the roots of charity are
often religious or moral in nature, philanthropy is based on broader humanitarian principles.
Philanthropy broadly encompasses any altruistic activity intended to serve others, or the act
of donating money, goods and services to support a socially beneficial or humanitarian cause,
with no financial or material reward to the donor. More specifically, charity focuses on
solving a current problem, or responding to an immediate need of an individual or a group,
whereas philanthropy aims to effect change through giving. It encompasses any attempt to
deal with the problems of society as a whole, by preventing the conditions that created those
problems and addressing the root causes of individual or collective needs. Philanthropy often
relates to expression of one's values be they religious, cultural or personal.
III. CORPORATE SOCIAL RESPONSIBILITY
Corporate social responsibility and cause related marketing are more than buzz words
today."Corporate social responsibility is the continuing commitment by business to behave
ethically and contribute to economic development while improving the quality of life of the
workforce and their families as well as of the local community and society at large." People
might think Corporate Social Responsibility (CSR) and Cause Related Marketing (CRM) to
be quite similar. But there is a very fine line between CSR and CRM. CSR is when the firm
tries to give back to the society what it gains from it, whereas cause related marketing is
when it invests time and money towards a particular cause.
IV. HISTORY OF CRM
The term ‘Cause Related Marketing’ was actually coined during a 1983 campaign by
American Express. In that campaign, every time an American Express Card was used
anywhere by anyone, the company donated one cent to the Statue of Liberty Restoration
Project. It is worth noting that during that campaign, American Express saw a 17% increase
in new users and a 28% increase in card use. The creation of the term is credited to American
Express, who helped raise close to $2 million over a four-month period for the Statue of
Liberty Restoration project. The marketing campaign led by the company used a penny for
every use of their card and a dollar for every card they issued for the restoration project.
V.CAUSE RELATED MARKETING OBJECTIVES
 Building corporate, brand and product awareness
 Increasing sales and income
 Developing trial and repeat purchases
 Promoting a new product
 Promoting differentiation

5. Cause Related Marketing: Indian Context
Volume 02, Issue 03, Jul – Sep’ 2015 108
 Adding value.
VI. CAUSE RELATED MARKETING BENEFITS
Market Differentiation: CRM helps to create an alternative and distinctive approach
to brand advertising.
Outreach to Niche Markets: Partnering with nonprofit organizations can help a
company to connect with specific demographic or geographic markets.
Motivated and Loyal Employees: Companies can attract and retain quality
employees.
Reinforced Company Mission: CRM efforts can help communicate to employees,
customers, suppliers and other stakeholders a company’s commitment to corporate social
responsibility.
Attracting and Retaining Customers: Long-term efforts help attract and build long-
term relationships with customers. There are expectations for companies to go beyond their
call of duty. Propensity of consumers to switch is far higher when they find that a company
supports a social cause.
VII. SCOPE AND FORMS OF CAUSE RELATED MARKETING IN INDIA
CRM is although a phenomenon that had its roots in the western countries, but it has
gained rapid acceptance in India in recent Years.According to Professor Alan Andreasen,
there can be three forms of alliance between the „forprofit and „non-profit organizations.
They are as follows:
1. Transaction-based promotions: Programs that elicit participation with an offer to
make a contribution to a designated cause based on consumer activity such as buying a
specific product, redeeming a coupon, registering at a website or shopping at a particular
retail chain.
2. Joint-issue promotions: Joint campaigns that raise awareness of a cause‟s
message (e.g. fight skin cancer) or participation in its programs (e.g. join us in a coastal
cleanup) while building a positive association with the corporate sponsor or its brands.
3. Licensing: Independent Sector defines cause-marketing licensing as “An
agreement in which the nonprofit allows its information or knowledge to be used for a fee or
an agreement in which a nonprofit's name is attached to a product. Typically, a nonprofit
licenses a company to develop, produce, market and/or distribute a mission-related product
that is promoted either with the organization's brand name or co-branded with both the
company's and nonprofit's names.” This form of alliance is not yet practiced in India.
The above three forms covers a part but not the whole gamut of CRM. Various forms
of CRM are created or are defined only by the limitations of one‟s imagination.CRM simply
means marketing related to a cause. The confine CRM to one, two or three types will be
erroneous as marketing is in its developing stage and with the development of marketing; we
are going to see other forms of CRM too. As we say that, Marketing-mix consists of 4P‟s i.e.
product, price, place and promotion, CRM is a part of the last „P‟ i.e. promotion. It can be
demonstrated through advertising, sales promotion, sponsorship, direct marketing, publicity,

6. Anoop Mohan
109 © 2015, IJASRD, All Rights Reserved
and many more aspects of marketing. The list of promotion-mix is growing day by day and
so is the scope of CRM. In the following paragraph an attempt has been made to understand
how in the Indian market scenario, the marketer is using various communication tools to
exhibit CRM
VIII. INDIAN SCENARIO
Indian consumers find cause-related marketing campaigns more novel and attribute
higher levels of altruistic motives for companies engaging in this tactic. Indian consumers are
also more positive when campaigns are undertaken by an Indian company versus a
multinational corporation. However, the beneficiary of the campaign (a local or worldwide
charity) does not impact attitudes toward the campaign for either consumer group.
IX. CAUSE RELATED MARKETING CAMPAIGNS IN INDIA
In India, Procter & Gamble (P&G) has pioneered a number of cause marketing
programs, which are aimed at rebuilding lives of young children in India. Project Drishti
was aimed to restore sight for nearly 250 blind girls across the country. It was the first ever
sight restoration corporate project which was undertaken in association with the National
Association for the Blind (NAB). As a part of this, for every pack of Whisper sold, Re 1 went
for the project.
‘Shiksha’ is a program by P&G, in association with Child Rights and You (CRY) and
Sony Entertainment Television, which aims to support the education of children in India.
Tata Tea, one of India’s largest tea brands, started ‘Jaago Re’. It transformed tea from a
means of physical rejuvenation to a widespread social awakening. The Jaago Re One Billion
Votes campaign, which was well-timed (in terms of launch) with the Indian elections, spread
the message of the need to vote among citizens. It is estimated that over 6.5 lakh Indians used
the platform to register as voters. Recently, Aircel launched the ‘Save Our Tigers’, a
campaign, which is aimed to encourage citizens to blog about the depleting tiger population,
and to stay up-to-date with tiger facts. Interested people can also donate money to NGOs
working for the cause.
'Project Saraswati' undertaken by the Fair & Lovely Foundation, promoted
economic empowerment of India’s young women. Under the project, scholarships of up to a
lakh were awarded to young deserving girls from across the country to pursue their graduate
and postgraduate course.
Horlicks Ahaar Abhiyan is an 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. The initiative will be 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.
As part of this project, Horlicks aims to partner with its consumers to raise funds for
spreading awareness about better nutrition for children, training health workers and creating
integrated child development programmes. With the sale of every bottle of Horlicks of more
than Rs. 100, the company will contribute Re 1 towards the initiative.

7. Cause Related Marketing: Indian Context
Volume 02, Issue 03, Jul – Sep’ 2015 110
X.CONCLUSION
Corporate social responsibility and cause related marketing are more than buzz words
today. Though a few big Indian companies practice Cause Marketing, the extent to which it is
done is unimpressive. There has been growing awareness among the academic institutions as
well towards cause related marketing and corporate social responsibility as a subject to
sensitize the future managers of this nation to the societal needs besides generating profits for
their organizations with increased efficiency. It is easier said than done. Cause-related
marketing campaigns vary in their scope and design, the types of nonprofit partners, and the
nature of the relationships between companies and their marketing partners.
REFERENCES
[1] Varadarajan, P.R. and Menon, A., 1988. Cause related marketing: a co-alignment of
marketing strategy and corporate philanthropy, Journal of Marketing, 52(July), 58-74.
[2] Adkins, S. (2004). Cause related marketing: who cares wins. Oxford: Elsevier
Butterworth-Heinemann.
[3] Adkins, S., 1999. The wider benefits of backing a good cause, Marketing, September, 20-
21.
[4] American Express Launches National Campaign to Re-open the Statute of Liberty.
(2003). American Express Current News Release.
[5] Kanthiah alias Deepak .R (2013), The marketing strategy of Cause affiliated and
consumer purchase persistence between the industries, Review of Research Vol 2,
Issue 11, Aug 2013, 395.