CAU8E

RELATED
MARKETNG
HRlTYutJAY KuHAR
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A marketing approach where in an
organization supports a cause and
associates itself publicly with such a
cause is known as cause related
marketing.
There is a very fine line between
corporate social responsibility and
cause related marketing.

W C8R 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.

Many a times these

organizations end up
supporting an NGO which is
directed towards a particular
cause.
This approach can be used by the
firm to enhance its images as well
to show positive brand
associations.

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.
while cause marketing is a marketing
relationship not necessarily based on a
donation.
@
Cause marketing can take on many
forms, including:
Product, service, or transaction specific
Promotion of a common message
Product licensing, endorsements, and
certifications
Local partnerships
Employee service programs
LxAMLLS
W Launched in early 2006, Product Red
[14_
is an
example of one the largest cause-related
marketing campaigns to date given the
number of companies and organizations
involved as participants as well as its reach
worldwide.
W t is also an example of a cause marketing
campaign that is also a brand on its own.
Product Red was created to support The
Global Fund to Fight AD8, Tuberculosis &
Malaria {aka "The Global Fund"_ and includes
companies such as Apple
Computer, Motorola, Giorgio Armani, and The
Gap as participants.
Lxam
W 8ince 1998 the UK based Aqu Aid
Water Coolers has been donating 5.5%
of turnover to supply clean drinking
water to people in Africa via the two
charities Christian Aid and Pump Aid.
W To date they have donated more than
5,000,000 and their business success
has led to a number of their
competitors setting up other schemes
to bring water to people in the Third
World
Another example
W An examp|e of cause re|ated market|ng
1ata 1ea [aago re campa|gn
W The Tata Tea Jaago re campaign
is a 'cause related marketing
campaign' and is a perfect
example of cause related
marketing. The campaign is
completely against corruption.
W The ads generally show ministers
accepting bribes or college authorities
accepting bribes for admissions. We
can therefore say that the TATA is
carrying out cause related marketing
activity. i.e they are supporting a
cause. This has increased the brand
equity of TATA brand as well because
corruption is a cause against which
voice need to be raised.
GREEN MARKETNG
A|so known As Environmental Marketing, Ecological
Marketing, Eco-Marketing.
Def|n|t|on
What is green marketing?
Green marketing refers to the
process of selling products and/or
services based on their
environmental benefits. 8uch a
product or service may be
environmentally friendly in itself
or produced and/or packaged in
an environmentally friendly way.
Accordlng Lo Lh Amrlcan
MarkLlng AoclaLlon
W green marketing is the marketing of products
that are presumed to be environmentally
safe. Thus green marketing incorporates a
broad range of activities, including product
modification, changes to the production
process, packaging changes, as well as
modifying advertising.
W Yet defining green marketing is not a simple
task where several meanings intersect and
contradict each other; an example of this will
be the existence of varying social,
environmental and retail definitions attached
to this term.
W Other similar terms used are Environmental
Marketing and Ecological Marketing.
grn markLlng chang
W One of green marketing's challenges is the
lack of standards or public consensus
about what constitutes "green,"
W According to Joel Makower, a writer on
green marketing in essence, there is no
definition of "how good is good enough"
when it comes to a product or company
making green marketing claims.
W This lack of consensus-by consumers,
marketers, activists, regulators, and
influential people-has slowed the growth
of green products, says Makower, because
companies are often reluctant to promote
their green attributes, and consumers are
often skeptical about claims.
W