Cause Marketing Essay

1421 words - 6 pages

When you ask an expectant mother or father what they hope they are having, the response is usually “I don’t care if it is a boy or girl as long as they are healthy”. What if they aren’t? Meet Braelyn. She was due in April but born in January. Her parents live here in Murray, but Braelyn was born in Nashville. Because she was premature, she had to stay in the NICU. Once her mother was discharged from the hospital a few days after her birth, what was she to do? Would she leave her daughter in Nashville and return home to Murray? That’s not a likely option. She couldn’t afford to pay for a hotel, especially when she was told that Braelyn could be in the hospital for weeks. At that point ...view middle of the document...

While conducting the research for this presentation, we came across many campaigns that can be categorized into the five forms that we are going to discuss today. We will tell how cause marketing is used with product sales, purchase plus, licensing, cobranded events, and social or public service marketing campaigns.

I. First, let’s talk about product sales. Product Sales- sell specially branded with a portion of the selling price going to the organization’s cause. For instance, one company that relies heavily on product sales to raise awareness and raise money is the Red Campaign. The Red campaign uses product sales a good deal in their cause marketing campaign.
a) According to the Red Campaign website joinred.com, The Red Campaign (RED) money funds grants that currently go to HIV/AIDS programs overseas. Over 7.5 million people have been impacted by (RED) supported grants. To date, (RED) partners and events have contributed more than $180 million. 100% goes to programs on the ground - no overhead is taken by (RED).
b) Some companies that partner with the Red Campaign are Apple, American Express, Converse, GAP, and Nike.
c) Some of the products that you can buy to support the Red campaign are a red IPad case from Apple, special cans of Coca-Cola, and red Converse shoes.

II. Next: Social Media Cause Marketing- Another form of cause related marketing takes the shape of social media marketing. Social media includes websites like Facebook, MySpace, Twitter, Foursquare, Tumblr, Instagram, and YouTube.
a) According to about.com, social media cause marketing involves the use of marketing principles and techniques to encourage behavior change in a particular audience using social media.
b) One example of social media cause marketing is Macy’s campaign for the American Heart Association.
i. For Valentine’s Day, Macy’s created a new campaign that allowed people to send their loved ones Valentine’s Day hearts via Facebook and Twitter for a small fee.
ii. The money made from those hearts went directly to the American Heart Association.

III. Another type of Cause Marketing is the licensing of the nonprofit's logo, brand, and assets. This type of marketing is where you have an item like at T-shirt, mug, or credit card and you put the nonprofits logo on the item. The World Wildlife Federation participates in this type of cause marketing. According to the WWF website, WWF works with companies interested in providing their customers with opportunities to show their support and contribute actively to saving nature. WWF license the panda logo and WWF name to secure revenue and to build brand awareness.
* One version of this is the World Wildlife Fund Visa credit card with Cash Rewards from Bank of America. The Bank of America will contribute $100 to WWF for each new qualifying World Wildlife Fund Visa® credit card account.
* This past Christmas WWF partnered with Coca-Cola. Coca-Cola created a white can...

Other Papers Like Cause Marketing

Marketing Essay

699 words - 3 pages Cause marketing Cause-related marketing Corporate philanthropy Corporate community involvement Socially responsible business practices Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 1-25 The Marketing Mix Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 1-26 The New Four Ps People Processes Programs Performance Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall

Managing Market Information Essay

1517 words - 7 pages —cause-and-effect relationships Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 4- slide 22 Developing Marketing Information Marketing Research Strengths and Weakness of Contact Methods Mail Flexibility Quantity of data collected Control of interviewer effects Control of sample Speed of data collection Response rate Cost Poor Good Excellent Fair Poor Poor Good Telephone Good Fair Fair Excellent Excellent Poor Fair

Mkt Strategy

927 words - 4 pages to assist the nonprofit organization in raising fund or to benefit the society by supporting a cause. P.R. Varadarajan and A. Menon (1988) have seen Cause Related Marketing in the early stages but absolutely in a projective way. They defined Cause Related Marketing as the process of formulating and implementing marketing activities that are characterized by an offer from the firm to contribute a specified amount to a designated cause when

Marketing Research

711 words - 3 pages descriptive— it seeks to quantify demand. C) Some research is causal—its purpose is to test a cause-and-effect relationship. . Step 2: Develop the Research Plan The second stage of marketing research is where we develop the most efficient plan for gathering the needed information and what that will cost. To design a research plan, we need to make decisions about the data sources, research approaches, research instruments, sampling plan

Societal Marketing

1055 words - 5 pages companies recognize that socially responsible activities improve their image among customers, stockholders, the financial community, and other relevant publics. Ethical and socially responsible practices are simply good business, resulting not only in favorable image, but ultimately in increased sales. Cause-related marketing[1] is marketing that links the firm's contributions to a designated cause to customers' engaging directly or

Marketing Essay

2145 words - 9 pages cause, it can encourage consumers to buy environmentally friendly products. However, it can also educate consumers to see the importance in making themselves more environmentally friendly by recycling and reusing products, and even just eating and drinking more healthily. This essay will outline the basic factors and critically assess the value and importance of sustainable marketing. Furthermore, this essay will examine the importance of the 3 main

MKT 571 Week 6 Quiz UOP Course Tutorial

1182 words - 5 pages Cadbury was promoting. • Customers felt that the cause was not in sync with the company’s brand image. • Consumers resented being sold an inferior product on the back of a cause-marketing program. • Customers questioned the link between the product and the cause and saw the firm as self-serving and exploitive. Find the final exam answers here MKT 571 Week 1 Quiz 5 A Gucci bag sells for $120 in Italy and $240 in the United

Mkt 571 Week 6 Quiz Uop Homework Help

1130 words - 5 pages cause was not in sync with the company’s brand image. • Consumers resented being sold an inferior product on the back of a cause-marketing program. • Customers questioned the link between the product and the cause and saw the firm as self-serving and exploitive. Quiz Answers just a click away MKT 571 Week 1 Quiz 5. A Gucci bag sells for $120 in Italy and $240 in the United States due to the differences in the costs of distributing the

Mkt 571 Week 6 Quiz Uop Course Tutorial

1098 words - 5 pages . • Customers felt that the cause was not in sync with the company’s brand image. • Consumers resented being sold an inferior product on the back of a cause-marketing program. • Customers questioned the link between the product and the cause and saw the firm as self-serving and exploitive. Find the final exam answers here MKT 571 Week 1 Quiz 5 A Gucci bag sells for $120 in Italy and $240 in the United States due to the differences in the

Mkt 571 Week 6 Quiz Latest Uop Assignment

1104 words - 5 pages promoting. • Customers felt that the cause was not in sync with the company’s brand image. • Consumers resented being sold an inferior product on the back of a cause-marketing program. • Customers questioned the link between the product and the cause and saw the firm as self-serving and exploitive. Want help? Click to download MKT 571 Final Exam 5. A Gucci bag sells for $120 in Italy and $240 in the United States due to the differences

Green Marketing Awareness In India

1154 words - 5 pages A SYNOPSIS FOR Ph.D. IN MANAGEMENT ON “CONTEMPORARY ENVIRONMENTAL MARKETING – Emerging Trends of Environmental Marketing in Indian Perspective” SUPERVISOR Submitted By: Submitted to: Deepa Singh IFTM University Moradabad. INTRODUCTION In our days the environmental problems seem to concern all active citizens, enterprises and institutions all over the world much

Related Essays

Marketing Malpractice­ The Cause And The Cure

1834 words - 8 pages Portland State University ETM 555/655 Winter 2016                    Marketing Malpractice­ The Cause and the Cure  [C​ hristensen, Clayton M., Scott Cook, and Taddy Hall. "Marketing malpractice." ​ Harvard  business review​  vol. 83, no.12, pp. 74­83, 2005.]  READING BRIEF #2:   Dt­ 2/16/2016      COURSE:   ETM 522/622      INSTRUCTOR:  Prof. Shimon Shmueli      PREPARED BY:    Achala

Research Essay

1283 words - 6 pages : influence of customer trustworthiness of customer loyalty programme marketing. Journal Of Customer Behaviour, 7(3), 215-229. Iacobucci, D. (2012). Positioning via price, place, and promotion. In M. Roche, J. Klooster & J. Rich (Eds). MM3, (pp. 106-181). USA: Erin Joyner. Kotler, P. & Armstrong, G. (2010). Marketing, 8th ed. Frenchs Forest, N.S.W.: Pearson Australia. Papasolomou, I. & Kitchen, P. (2011). Cause Related Marketing: Developing a Tripartite Approach with BMW. Corporate Reputation Review, 14(1), 63-75. Webster Jr, F.E. (1992). The changing role of marketing in the corporation. Journal of Marketing, 56(4), 1-17. ----------------------- 1

Classic Airlines And Marketing Essay

667 words - 3 pages , Classic Airlines will need to come up with a marketing strategy. Heightened competition can cause increasing advertising cost, and shrinking profit margins. Companies who would be consider competition would be Southwest Airlines, and Delta Airlines. Challenges Classic Airlines faces the challenge of meeting their deadline in time to save revenue for the company through a strong marketing strategy and how to remain competitive in this

Hbo Case Study

1029 words - 5 pages availability to increase sales. 14. Rolls Royce sells only 10 cars in a year, It does scarcity marketing and thereby increases demand of its product. This also gives the company to quote a high price. EXAMPLES “Limited Stock” (or) “Limited Period Offers” are all examples of Scarcity Marketing 15. Supporting a cause to build strong customer following.. 16. EXAMPLES TATA “Jaago Re” encouraged people to vote and select a good leader. It also encourages