ASSINGMENT I

Presented Presented To:

By: DR. DEEPAK GUPTA
JIYA SHAH
MY
INTRODUCTION
FYBBA ENTREPRENUERSHIP

DIV. B

ROLL NO. 76.

Cause marketing is a type of marketing
strategy where a company or brand
associates itself with a social or
environmental cause in order to promote
both the cause and the brand.
The idea behind cause marketing is that by
aligning with a cause that resonates with their
target audience, companies can increase brand
awareness, build customer loyalty, and make a
positive impact in society.
Cause marketing can be beneficial for both the company and the
cause. The company can improve its brand image and
reputation, increase customer loyalty, and drive sales, while the
cause can benefit from increased awareness, donations, and
support.
However, it is important for companies to be transparent and
genuine in their support of the cause, and to ensure that their
actions align with their values and their customers'
expectations.
In a cause marketing campaign, the company aligns itself with
a particular cause that resonates with its target audience.
The company may donate a portion of its profits to a charity or
nonprofit organization, partner with a cause to support a
specific issue, or create products or services that are directly tied
to the cause, with a portion of the sales going to support the
cause.
cause marketing can be a win-win for both the company and the cause it supports. The company can achieve
its marketing objectives while making a positive impact on society, and the cause can benefit from increased
awareness, donations, and support.

Brand building Positive brand

building

Increased Improved
sales reputation
CAUSE MARKETING
USES
Increased customer Increased employee
loyalty morale

Social impact Competative advantage

 Cause marketing can be a powerful tool for companies to make a positive impact while also driving business results.
However, it is important for companies to ensure that their support of the cause is authentic, transparent, and aligned
with their values and customer expectations.

Brand building Associating with a social or environmental cause can help a company build a
positive brand image and differentiate itself from competitors. Consumers are
often more likely to support companies that have a social or environmental
purpose.

Increased sales Cause marketing can increase sales by appealing to consumers who are
interested in the cause being supported. Consumers are more likely to
purchase products or services that are tied to a cause or charity

Increased Employee engagement Cause marketing can have a positive impact on employee morale by showing
employees that their company is committed to making a positive impact in
the world.

Positive social impact Cause marketing can raise awareness for important social or environmental
issues and drive donations to nonprofit organizations, leading to a positive
social impact.

Increased customer loyalty Cause marketing can create stronger emotional connections between
companies and their customers, leading to higher customer loyalty and
repeat purchases.
 Several types of cause marketing campaigns

. Percentage of sale
 Several types of cause marketing campaigns

Percentage of In this type of campaign, a brand donates a percentage of every sale to a chosen cause.
sale This is a common approach for ecommerce brands

Brands can require a minimum order value to trigger a donation to a

cause. This incentivizes customers to spend more while also supporting a
cause

: This type of campaign involves donating a product or

service to a cause for every product or service sold.
This approach is popular with companies that sell
physical products.
Several types of cause marketing campaigns

The first form of cause marketing involves a collaborative effort between a for-
profit brand and a non-profit organization for mutual benefit

This is a marketing method where businesses align themselves with social issues
or beliefs that are important to them and execute a campaign accordingly.
Companies use the tactic to bring awareness to a cause and show social
responsibility
With an increase in online traffic, digital cause marketing is
becoming more popular. Adding values to digital
marketing campaigns can increase a brand's revenue
manifold.
 %

The % Share divided between the causes

1 Hunger
2 Education
3 Environmental
4 Animal rights
5 Women empowerment
6 Religious Charity

Hunger Education environmental Animal rights Women's rights Religious Charity

FiCause marketing campaigns require careful planning, execution, and evaluation. Companies must
overcome these challenges to create effective campaigns that make a positive impact on society and
drive business results..

Cause selection: Selecting a cause that resonates with the target audience and

aligns with the company's values can be a challenge.

The credibility of the cause and the nonprofit organization can be a

Credibility challenge.
. It is important for the company to partner with a reputable nonprofit
organization and be transparent about the campaign's goals and impact
Cause marketing campaigns require resources such as time,
Resource allocation
money, and manpower. It can be a challenge for companies to

allocate these resources while still achieving their business

There may be competition inotbhjecctaivuesse. marketing space, with multiple

Competition
companies supporting the same cause. It can be a challenge for companies to
differentiate themselves and stand out in a crowded market
Best practices of cause marketing
Choose a cause that
aligns with your brand
values
Be transparent and
authentic

Set clear goals and

measure impact

Collaborate with a
credible nonprofit
organization
Communicate your efforts
Implications of cause marketing

Cause marketing can have both

positive and negative implications
for businesses and nonprofits.

On the positive side, it can help to

raise awareness of important issues,
build brand loyalty, and generate more
money for the nonprofit.

On the negative side, it can be seen

as exploitative or insincere if not
done correctly
Optimize this marketing plan by identifying the
following details of the campaign.

MARKETINfi CHANNEL
1

By applying the 4 Ps of marketing to cause marketing, companies can create effective

campaigns that resonate with their target audience, support a worthy cause, and drive
business results.
In cause marketing, the product refers
to the cause or issue that the campaign
is supporting. The cause should be well-
defined and relevant to the target
audience.
In cause marketing, the price refers to
the cost of supporting the cause.
This can include the donation
amount, the price of the product or
service being sold, or the cost of
participation in a cause-related
event.
Place in cause marketing refers to the
partnership between the company
and the nonprofit organization. It is
important to select a nonprofit
organization that aligns with the
cause and has a strong reputation
Promotion in cause marketing
involves creating awareness
and generating interest in the
campaign. This can include
advertising, public relations,
social media, and other
marketing tactics.
 Cause marketing vs Traditional marketing

It focuses on a it is often used to it often involves a

social cause or raise awareness of partnership between a
issue, rather than a particular issue or for-profit business and a
solely on selling a cause, rather than non-profit organization,
product or service. just to increase rather than just a single
sales. company.
 Case Study
Savlon Healthy Hands Campaign

This won a gold in Outdoor Lions category in cannes 2017 for

O&M. The Savlon Healthy Hands and Chalk Sticks campaign
was part of ITC Savlon’s programme designed to encourage
behavioural change towards washing hands among children.

The initiative, conceptualised by Ogilvy, saw the infusion of

cleansers (soap) into chalks, branded as ‘Savlon Healthy Hands
Chalk Sticks’. When children wash their hands with water before
eating, the chalk on their hands works like soap.
NIKE X
LIVESTRONG
Nike partnered with the Lance Armstrong Foundation to launch the
“Livestrong” campaign, which aimed to raise awareness about cancer. The
campaign was a huge success, with millions of people wearing the yellow
Livestrong bracelets.
 REDBULL

The "Red Bull Wings for Life" campaign was launched in 2004 and aimed to raise awareness and
funds for spinal cord injury research. The campaign included an annual charity run, where
participants worldwide could run or wheel their way towards the goal of a cure for spinal cord
injury.

Red Bull also launched a series of social media and video campaigns to promote the event and
share the stories of individuals who have been impacted by spinal cord injury. The company also
donated a portion of the proceeds from every can of Red Bull sold to the Wings for Life
Foundation.
 REDBULL

The "Red Bull Wings for Life" campaign was

successful in raising awareness and funds for spinal
cord injury research. The charity run attracted
thousands of participants from around the world and
raised millions of dollars for the cause
STARBUCKS AND CONSERVATION
INTERNATIONAL
Starbucks partnered with Conservation
International to launch the “Ethos”
campaign, which aimed to raise
awareness about the importance of
The campaign also helped increase
protecting the environment. The brand loyalty, as customers
campaign was successful, with associated the Starbucks brand with
Starbucks donating millions of dollars protecting the environment.
to Conservation International.
 Google and the
Malala Fund

Google partnered with the Malala Fund to launch the

“Girl Rising” campaign, which aimed to raise awareness
about the importance of educating girls around the
world. The campaign was successful, with Google
donating millions of dollars to the Malala Fund.
The campaign also helped increase brand loyalty,
as customers associated the Google brand with
empowering women and girls.
 Case study on dove
Dove's "Real Beauty" campaign
Real Beauty" campaign. The campaign was launched in 2004 and aimed to promote body
positivity and self-esteem among women.

Dove's cause marketing campaign included a series of print and television advertisements featuring real
women of all shapes, sizes, and ages. The ads were accompanied by the message "real beauty comes in
all shapes and sizes," which resonated with women who were tired of unrealistic beauty standards
perpetuated by the media.

Dove also partnered with the World Association of Girl Guides and Girl Scouts to develop a self- esteem
program for young girls. The program, called "Free Being Me," was launched in 2013 and aimed to help
young girls develop positive self-esteem and body confidence.

The "Real Beauty" campaign was a huge success for Dove, both in terms of social impact and business
results. The campaign received widespread media coverage and was praised for its positive message
and empowering portrayal of women. It also helped Dove increase sales and gain market share in the
highly competitive beauty industry.

to promot
APPLE AND
(RED)
Apple partnered with (RED) to launch the “(RED)” campaign,
which aimed to raise awareness about HIV/AIDS. The campaign
was successful, with Apple donating millions of dollars to
(RED). The campaign also helped increase brand loyalty, as
customers associated the Apple brand with fighting HIV/AIDS.

The campaign was a huge success, with millions of people

buying (RED) products from Apple.

Strengths
Cause marketing campaigns can help to strengthen
the relationship between a business and its
customers, as customers are more likely to purchase
from a company that is actively supporting a cause
they believe in.
It can also help to increase brand awareness and
recognition, as customers are more likely to remember
a company that is actively supporting a cause.
Opportunities
Cause marketing campaigns can be used to target new
customers and to increase sales, as customers are more likely
to purchase from a company that is actively supporting a
cause.
It can also be used to build relationships with non-profit
organizations, as businesses can use cause marketing
campaigns to show their support for a particular cause or
organization.
Weaknesses
Cause marketing campaigns can be expensive to
run, as there are costs associated with promoting
the campaign and purchasing the products or
services that are being sold to support the cause.
It can also be difficult to measure the success of a
cause marketing campaign, as it is not always
easy to track the exact number of customers that
are being driven by the campaign.
Threats
Cause marketing campaigns can be risky, as there is
a potential for negative publicity if the campaign is
not managed properly.
It can also be difficult to measure the success of a
cause marketing campaign, as it is not always easy
to track the exact number of customers that are
being driven by the campaign .
Goals
Enhancing brand reputation and
perception

Driving sales and revenue

Building customer loyalty

Engaging employees

Making a positive impact

 Vision & Mission

The vision of The mission of cause marketing is

marketingcause
is to create a win-
win situation for to create a sustainable, mutually
businessesboth and beneficial relationship between
Businessescharities.
should be able to businesses and charities. This can
generate more sales be done by creating campaigns
goodwill, while charities
should beand
able to raise more that generate positive publicity for
funds and awareness. the business, while also helping to
raise funds and awareness for the
charity.
 Successful cause marketing
There have been many successful cause marketing campaigns.

One example is the partnership between Starbucks and the (RED) organization. Starbucks has donated over
$20 million to the organization to support its mission of fighting AIDS in Africa.
This partnership has been successful because it has resonated with customers, and customers feel good
about purchasing from Starbucks knowing that the company is supporting a good cause.

Another successful example is the partnership between Ben & Jerry's and the National Resources
Defense Council (NRDC).
Ben & Jerry's has donated over $2 million to the NRDC to support its mission of protecting
the environment.
This partnership has been successful because it has resonated with customers, and customers feel good
about purchasing from Ben & Jerry's knowing that the company is supporting a good cause to promote a
positive message, drive social impact, and achieve business results.
Cause marketing is a great way for businesses and charities to create
a mutually beneficial relationship.

It can help businesses generate more sales and goodwill, while

helping charities raise more funds and awareness.

By setting realistic goals and measuring the success of the

campaigns, businesses and charities can ensure that their
partnership is successful and that both parties can benefit from it in
the long-term.
https://www.uagc.edu/blog/marketing-for-a-cause-cause-related-marketing

https://www.linkedin.com/pulse/what-cause-related-marketing-why-its-win-brands-aditya-das?trk=pulse-article
https://www.shoppinggives.com/blog/cause-marketing

https://voguelle.com/blogs/style/the-virtues-of-cause-marketing

https://www.redbull.com/ca-en/live/wings-for-life-world-run-2022
https://www.linkedin.com/pulse/cause-marketing-digital-era-when-purpose-meets-profit-shreya-sen?trk=articles_directory
https://www.superheuristics.com/marketing-mix-4ps-with-examples/

https://silo.tips/download/nikes-corporate-interest-lives-strong-a-case-of-cause-related-marketing-and-leve

https://advertiser-in-arabia.blogspot.com/2009/07/nike-tour-de-france-chalkbot-puts-your.html?m=1
THANK YOU