Research Student (Author)

Sanjay Choure
Assistant Professor Revnath Choure College Saoner
Email: rccsaoner@gmail.com
Mob:09766491596
 Marketing is 'the management process
responsible for identifying, anticipating and
satisfying customer or consumer
requirements profitably.
 Social marketing recognises that consumers'
brand requirements are important but it also
takes into account the needs and
expectations of the wider community.
 Cause Related Marketing has become an
important ingredient of the marketing mix.
 Cause Related 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. It is a marketing tool used to help
address the social issues of the day, through
providing resources and funding, whilst at the
same time addressing important business
objectives. When Cause Related Marketing
works well, everyone wins - the company, the
cause and the consumer. In business terms, this
is known as a win/win/win situation.
 Cause-Related Marketing has been defined 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 designed cause when
customers engage in revenue providing
exchanges that satisfy organizational and
personal objectives (Varadarajan and Menon,
1988).
 The term ‘Cause Related Marketing’ was actually
coined during a 1983 campaign by American Express

 every time an American Express Card was used

anywhere by anyone, the company donated one cent
to the Statue of Liberty Restoration Project.

 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.
 CRM is essentially a marketing strategy which is a perfect
amalgamation of social and marketing objectives of the
brand. CRM is distinct from sales promotion, Public
Relations or Corporate Philanthropy.
 Although Cause Related Marketing is considered as a part
of larger class of Corporate Social Responsibility.
 CRM is different in terms objectives and approach.
Typically, CRM budget comes from marketing budget
unlike regular philanthropy foundation budgets
 CSR has Tax Benefits but CRM may or may not have tax
benefits.
 Tata Tea Beverages By Jaago Re! Campaign it engaging itself with
societal issues, it tries to raise public awareness and consciousness
about different causes like corruption, public voting etc. The
campaign had a major focus on youth. which meant “Every
morning don’t just get up, wake up” (Har subah Sirf uthomat-
Jaago Re!).
 ‘Election Ke Din agar aap vote nahi kar rahe ho, to bhi aap so
rahe ho’ -This campaign was able to attract more than 6 lakh
people to register for voting through the website.
 ‘power of 49’- means 49% of the total registered voter base are
women. Yet, our democracy remains largely indifferent to women
issues. By this they are motivating the women candidate.
 Tata salt is a product of Tata brand salt, it is India’s first branded
salt.
 it coincided with the government campaign with the support of
UNICEF for promoting iodized salt since iodine deficiency was a
serious issue haunting the children’s health
 This environment gave birth to one of the super brands in the Indian
Market. TATA SALT campaign as in it directly emphasize that
TATA NAMAK- DESH KO ARPAN, DESH KA NAMAK
 10 paisa for every kg of TATA salt, spent for the undernourished
child, child education program in partnership of CRY (child Relief
& You). By these campaigns TATA boost its sales, spread awareness
about social cause and building brand image.
 P & G India started project ‘Shiksha’ in partnership with CRY (Child
Relief and You) and Sony Entertainment Television on 5th April,
2005 which is a part of their global philanthropy program –“P&G
Live, Learn and Thrive”. The program has been undertaken to
educate underprivileged children by the way of building schools
and thereby providing access to education. The tagline for the
campaign is “Padhega India toh Badhega India”.
 every time a person buys a bigger pack of P & G product, one
rupee is donated towards Shiksha. Irrespective of the sale of its
brands from Shiksha, P&G has also committed a minimum of Rs. 1
crore to CRY. Till now Shiksha has impacted 385,000 children and
has supported over 2000 schools from Ladakh to Tamil Nadu to
West Bengal to Gujrat. The campaign also received huge support
from celebrities and leaders.
 The Times Group, leading publishing group
launched the Cause-brand campaign ‘Teach
India’ in 2010 focusing on teaching or skilling the
underprivileged youth for spoken English to
enhance their employability.
 The program invites people to join as volunteers
and contribute actively towards the social goal
of Times Group.
 More than 1500 volunteers have participated in
this initiative.
 Influence brand attitudes positively
 Influence purchase decisions
 Brand choice. Cause itself is an important antecedent that
has an effect on consumer choice.
 In India, ‘education’ is considered as the most important
cause, followed by the ‘environment’. It was found that
‘Cause-brand fit’ has a positive influence on consumers’
attitudes and purchase intentions
 Communicates company’s charitable efforts to the market
place’ the ad with a CRM message has more favourable
consumer attitude than the ad which doesn’t has cause.
 Increases Profit/Sales of Company
 Cause-Related Marketing is a part of social initiatives
 It has an important role to play in building trust in the minds of the
customers as in an emerging economy like India,
 Every organization is doing something responsible in the society,
different organizations have different tactics to attract their prospective
customer in order to generate revenue and capture the market.
 There are so many factors which affect the CRM, some of them are
customer loyalty, purchase intention, demographic factors etc.
 CRM have a great value for any giant company or organizations to design
a strategy for effective marketing tool to build a strong brand image and
enhancing their customer loyalty. Apart from the cases mentioned above
there are more brands who have added social cause into their branding
strategies.
 Thankyou