This document discusses cause-related marketing and findings from research on the Norwegian market. It begins with an overview of cause-related marketing and how it can increase sales by contributing to nonprofit objectives. Research in Norway found that charity incentives do not seem to be very effective there and that a mismatch between a brand and cause can sometimes be good. It concludes by questioning whether cause-related marketing can be a useful tool in Norway and how consumers there can be influenced.

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. Today’s Agenda
Linking purchases with charitable
incentives- brief overview
Learnings from research
The Norwegian market- qualitative and
quantitative findings

10. Norges Gruppen and UNICEF

12. 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)

13. Joint issue promotion

14. Sales related fund raising

15. 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.'

20. Cause-Related Marketing: More than
just generating sales
Increase market share
Appeal to new segment
Differentiate
Build brand image

21. Cause-Related Marketing: when DOES
it work?
Measurable objectives
Mutual target markets
Fit between charity and company

22. The Norwegian Market
Qualitative Quantitative
Research Research

23. 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

24. Can we make the Norwegian market
relate to causes?
Is CRM a useful marketing
tool?
How can consumers be influenced?