Abstract corporation and the March of Dime . American

 

 

                                             Abstract

  Cause –
Related Marketing as part of corporate social responsibility, becomes an
increasingly used by companies in the market. Some of the benefits of the cause
related marketing campaigns is attracting new customers , increasing sales of
products , or services creating positive brand image and raising funds for a
social cause. And there are many companies followed this concept in there
markets .  The cause related marketing
has an impact on consumers choices , so they prefer to by from them because
they can  meet
there needs and help the community by  paying the same price.

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            What is Cause related marketing (CRM)
? And why companies follow this concept ?

Cause Related Marketing (CRM) : “is a type of
corporate social responsibility in which a company promotional campaign has a
dual purpose of  increasing profitability
while bettering society” . many companies employ cause related marketing
strategies that link product sale to the support of a charity to create  and maintain brand images .Companies that
follow cause related marketing concept trying to attract consumers wanting to
make a difference in society trough their purchasing. Barone, M. J., Norman, A.
T., & Miyazaki, A. D. (2007). Journal of Retailing, 83(4), 437-445.

 The beginning of
cause related marketing was in 1770’s when Bruce Burtch organized fundraisers
between Mariiot corporation and the March of 
Dime . American Express’s support for the statue of Liberty was the most
well-known program , they encourage customers to use their American Express
card each time it was used a 1 cent donation was  made to restoration of the statue of Liberty
fund . Adkins, S. (2007). Cause related marketing. Routledge

Cause Related Marketing  & Corporate Social Responsibility :-

Over the past decade , corporate social responsibility (CRM)
has gradually been integrated into the business activities of enterprises
around the world . CRC can instill trust and brand loyalty . In principles ,CSR
can be used to strengthen corporate reputation and profitability by signaling
to the various stakeholders with whom the organization interacts that it is
committed to meeting its moral obligations and expectations beyond common
regulatory requirement . CRM can be a sustainable way to improve and build a
corporate image / brand. CRM has the potential to engage individuals mentally
and emotionally with a corporation, and hence create a positive and good
corporate image. Demetrious, M., Papasolomou, I., & Vrontis, D. (2010).

Corporate social responsibility (CSR) have become
increasingly popular among American corporations. A common form of such
activity, referred to as cause-related marketing (CRM), involves a company’s
promise to donate a certain amount of money to a nonprofit organization or a
social cause when customers purchase its products/services. A well-known CRM
program has been General Mill’s ongoing Yoplait campaign with the slogan “Save
Lids to Save Lives,” which promises to donate 10¢ to the Susan G. Komen Breast
Cancer Foundation for each yogurt lid returned by customers. To date, this CRM
campaign has raised over 10 million dollars. Barone, M. J., Miyazaki, A. D.,
& Taylor, K. A. (2000). The influence of cause-related marketing on
consumer choice: does one good turn deserve another?. Journal of the
academy of marketing Science, 28(2), 248-262.?

Examples of cause related marketing:-

*Starbucks & Red cup:-

For the past years, Starbucks has teamed up with RED to
raise funding for the Global Fund to Fight AIDS on World AIDS Day. As part of
the campaign, Starbucks  donating 10
cents for every handcrafted beverage sold in US And Canada stores, and raised a
whopping $ 12 million in contributions

*The walk to end breast cancer —Reebok & Avon 39:-
The Avon 39 Walk to End Breast Cancer is a 39 mile walk held annually to raise
awareness and funding for breast cancer. Reebok serves as the national sponsor
of the events, awarding them significant brand visibility with walk
participants. Through their events, Avon 39 has managed to raise over $500
million dollars for breast cancer prevention and research.