CAUSE RELATED

MARKETING
• Licensing agreement between commercial product marketer and leading
nonprofit organization.
• “Passion branding”
• “Social issues marketing”
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.
 For profit companies partner with nonprofit companies

 For profit companies build a philanthropic and caring image

 Nonprofit get financial support

• Cost incurred can vary from small donations to a large undertaking

• Advertising agencies might be required

• Good marketing skills, dedication to public relation skills and a creative

mindset is required
• earliest use (1983) involved promotion by American Express
• for each purchase made with card one penny contributed to renovation of Statue of
Liberty

• raised $1.7 million

• generated 28% increase in card usage
• Visa committed to donate, based on card usage, at least $1 million to
children’s literacy organization
• Johnson & Johnson contributed portion of sales from children’s toiletries to
World Wildlife Fund
• McDonald’s sponsorship of a guerilla at Sydney zoo with an aim to protect
the endangered species.
• American Express contributes a percent of their income to Breast cancer
foundation in USA.
• fastest growing segment of advertising in ‘90s
• estimated expenditures of $1 billion on cause related marketing campaigns
in 1993
• estimated expenditures on sponsorship activities was $6.8 billion in 1998
• Now cause marketing nearly contains a $100 billion market within
• Further the organization’s mission
• Leverage the marketing budgets of corporations by obtaining access to
mass media resources it could not otherwise afford
• Increase public awareness
• Gain an increasingly significant source of revenue
• American Cancer Society sold exclusive rights to use
name and logo in promoting NicoDerm CQ and
Nicorette--in return for annual payments of $1 million
• prescription cholesterol drug Pravachol prominently
displays name and logo of American Heart Association
• logo of American Cancer Society prominently featured
in advertisements promoting Florida orange juice--in
return for $1 million a year,
• American Lung Association sold Johnson & Johnson its
name to promote Nicotrol--in return for $2.5 million
annually
• Traditional cause-related marketing:
Donation-with-purchase of a company’s
products or services (funds from company)
• Consumer fundraising: Company promotes
an opportunity for its customers to make a
donation at their place of business (funds
from consumer)  
• Event, initiative, or program sponsorship:
Traditional sponsorship model where a
financial commitment is made in exchange
for defined benefits around the sponsored
asset (funds from company).
• Recognizable authenticity.
• Charity benefits.
• Branded products.
• Multiple events.
• Press coverage.
SOME REMARKABLE CAMPAIGNS
• In the past KFC has done cause marketing with Komen.
• Think Before You Pink™, a project of Breast Cancer Action, launched
in 2002 in response to the growing concern about the number of pink ribbon
products on the market. The campaign calls for more transparency and
accountability by companies that take part in breast cancer fundraising, and
encourages consumers to ask critical questions about pink ribbon
promotions.
 
•Kentucky Fried Chicken is fighting breast cancer – one big pink bucket of
chicken at a time.
•In the latest incarnation of pink ribbon promotions, the prominent breast
cancer advocacy group Susan G. Komen for the Cure has teamed up with KFC
in a national "Buckets for the Cure" campaign which ran till May 23, 2010.
For each pink bucket of chicken purchased, KFC will
donate 50 cents to Komen with the ultimate goal of
$8 million -- which would be the single largest
donation ever received by the organization
 BENEFITTED KFC by increasing their sales by 29%

RAISED largest funds till then for the welfare of breast cancer
KFC also has an in-house effort called KFC Colonel’s Scholars,
which awards college scholarships to high school students with
an entrepreneurial bent.
The Kentucky Fried Chicken Foundation believes in making a
difference in the lives of those who are willing to work hard and
improve themselves through education.
• AIRCEL, India’s 5th largest GSM mobile service provider initiated the campaign towards a social
cause in association with WWF-India to help save our tigers.  Aircel “Save Our Tiger” is the latest
campaign where it intends to draw attention towards dwindling numbers of tigers across the
planet and bring forward the seriousness of losing tigers from our planet.
• Cricket Player and Aircel’s brand Ambassador Mahendra Singh Dhoni, footballer
Bhaichung Bhutia and south Indian actor Surya are part of this campaign.
• A series of special tiger programmes were telecast to highlight the situation and challenges
facing our national animal.
• Apart from TV and print advertising it has launched a website www.saveourtigers.com which will
be instrumental in propagating and disseminating information about saving tiger. It urges people
to be informed and create buzz across all forums like blogging, writing on facebook, twitter and
writing letters to the editors of newspapers.
• There were marches, cycle rallies and signature campaigns demanding that the government act
before it's too late.
• During the first year, the funds collected were used to provide over 35 Rapid Response
Units [RRU] to Tiger Reserves across the country. Each Rapid Response Unit had over 30
types of different equipment specially tailored for tiger protection including a
customized Mahindra Bolero Camper Vehicle and Hero Motorbikes.

• The Second Year was launched with a Car Rally organized by Aircel and the Constitution
Club of India. Parliamentarians and Celebrities raced through the streets of the capital
to raise awareness for the campaign.

• Special promos and promotional hoardings were created to promote the date of the
second live 12 hour Save Our Tigers telethon. On July 15th 2012, Amitabh Bachchan
returned to host the only telethon to be broadcast from an outdoor location.
• The biggest names in conservation joined us on one stage to educate the audience
and to endorse our cause. In Year-II, the campaign aimed to create the "Tiger
Defence Unit" in major tiger reserves across the country.

AIRCEL raised almost Rs 6 Cr in pledges thanks to viewers, corporates and

celebrities from across the country. The funds raised are being utilized for:
 Monitoring the RRUs
 Intensive Training of RRU teams
 Strengthening the guard outposts with Anti-Poaching Camps
 Supporting NGOs
 Additional RRUs
• Aircel, one of India's most innovative telecom
players, today unveiled its limited edition 'Save our Tigers'
calendar 2013 at its 'Strokes for Stripes' event. By means of this
initiative, Aircel further strengthened its commitment to 'Save our
Tigers' (SOT), a cause that the company has been associated with
since 2008.
• The works of the artists culminated in the form of a calendar for
2013. These souls stirring art pieces were subsequently auctioned to
raise funds, highlight the need of tiger conservation and create
awareness for the cause. The proceeds from the auction were
donated to Wildlife Trust of India (WTI), the initiative's cause
partner who will channelize these funds for 'Save our Tigers'
initiative.
• Through this project, Aircel endeavors to mobilize the art fraternity
for the cause and raise funds for the tiger conservation.
 
AIRCEL was benefitted by having their mobile service at the 5th position
And an increase of approx. 50% was observed in the no. of customers

NO. of tigers went from 1411 to 1706

Stats by http://www.ndtv.com/article/india/tiger-census-295-tigers-added-population-estimated-at-1706-94584
SATYAMEV
JAYATE
Truth Alone Prevails
• The show was presented
and sponsored by Airtel
and co-sponsored by Aqua
guard. Other associate
sponsors included Coca-
Cola, Johnson & Johnson,
Skoda Auto, Axis Bank,
Berger Paints and
DixcyScott.
In the advertisement he says – only those who stop
at the red light will watch his show.
In another advertisement he poses the problem of
how people have become so selfish that they
cannot help an injured person on the road and
take him to the hospital.
• The whole show concentrates around fighting for social issues such as
female foeticide, child labour, child marriage, eve teasing, rapes etc.
• Aamir Khan aims to – make Indians wake up to the social evils we only talk
about in hushed tones and cry while consuming  the harsh reality we all run
away from.
• “Dil ko lagegi, tabhi baat banegi” succinctly sums up what the
show is all about and hence forms the basis for the marketing campaign
• The teaser of the show were premiered on YouTube on 2nd
April 2012
• The show was also promoted in Indian theaters. The theme
song of the show was shown in 300 theaters across the
country after the national anthem
• Mobile Application.
Tag lines used such as:

• “Public bethegi”

• “Dil se dekho”

• “Sabka apna show”

• “Entertainment ka matlab”
 SHIKSHA , is P&G Corporate Social
Program, an integral part of
Responsibility

Global Philanthropy- LIVE LEARN AND THRIVE.

 SHIKSHA, launched in 2005 to contribute towards the

cause of education of under-
privileged children through simple Brand
Choices .

 A National Consumer Movement- SHIKSHA is P&G’S CSR

initiative in association with CRY.
P&G uses second key element to making sustainability
decisions: a unique, holistic view of technology. They use Life
Cycle Thinking, a discipline to determine a product’s entire
environmental footprint; from the procurement of raw
materials to the product’s use and ultimate disposal. By
examining the many factors in each step, we are able to assess
the product’s overall environmental impact.
 P&G’S PARIVARTAN (Transformation) program has
been protecting millions of adolescent girls in India
from getting trapped in traditional practices of using
unhygienic cloth for sanitary protection, by
providing timely menstrual education.

The objective of the program is to help adolescent

girls embrace womanhood positively and enable
them to adopt the right feminine hygiene practices to
stay healthy
P&G DISPLAYED A SOCIAL RESPONSIBILITY AND
CONSTRUCTED A POSITIVE ATTIUDE
 THE IDEA BEHIND
“Corruption is a malaise that is endemic
to our everyday life.”

# Keeping the need to address the problem of corruption in mind the Jaago
Re campaign has been crafted to create widespread awareness on the issue
of corruption.”

# An attempt to awaken every Indian citizen to be ‘the change he wants to

see’ by taking a pledge not to aid and abet corruption.

# The idea was to be aware of it as a responsible Indian citizen. ‘wake up

with a cup of tea’, is to wake up not just physically but also intellectually to
what is happening around them at a civic society level.
# 2009 - 2010 : One Billion Vote
# 2010 - 2011 : Khilana Bandh,
Pilana Shuru
# 2011 - 2012 : Soch Badlo
# 2012 - 2013 : Simplify
# 2012 - 2013 : Choti Shuruaat
# 2013 - Ongoing  : Power Of 49
 Tata Tea has used the current ‘election’ mood in
the country to drive home their ‘Jaago Re’
campaign to convince people to exercise their right
to vote on election day.

By launching a website, ‘Jaago

Re’ facilitated voter
registrations which enabled an
extensive call out to the youth
of the nation and encouraged
them to vote.
The idea behind creating this blank out was
generated as an activation idea for Tata Tea’s
‘Jaago Re’ campaign where in our second phase of
the campaign the message was to get viewers to
vote. Hence the thought ‘Agar aap vote nahin kar
rahe hai, to aap so rahe hai
‘SochBadlo’ was aimed at bringing to light the positive stories
within the country. ‘'Jaago Re'’ chiefly addressed the positive
side to a country that was under a lot of stress through a series
of commercials and encouraged people to add a more
promising perspective to how they view the country. 

The campaign titled ‘SochBadlo’

continues its battle against
corruption, and is also now focused
on strengthening the brand’s
connection with the women who
buys into their brand.
Khilana Bandh was primarily aimed at establishing the fact that
corruption can be combated if the citizens of the country did not
engage in bribery. ‘Jaago Re’ stimulated the citizens of the
country to discourage bribery and not contribute to corruption.
Through a website, users we encouraged to share Anti-
Corruption messages, take pledges against paying or receiving a
bribe, and confess if they had paid a bribe.
❏ Classmate is an indian brand of student stationery which was launched by ITC in
2003.
❏ It is considered as No.1 notebook brand.It started its business by seeling
notebooks and later on expanded its business by selling other stationery items
like pen,pencil,mechanical pencils.

❏ It has 50,000 outlets in our country.Thus making it easily available for the
customers to purchase the product.With rising income levels the demand of such
stationery items is expected to rise.
❏ Giving more importance to the rural upliftment of our country.

❏ Making india more eco friendly in nature.

❏ Attracts the youth to actively participate in shaping the future of india.
1.CLASSMATE IDEAS FOR INDIA CHALLENGE:-
❏ Provides a platform for the youth to bring their innovative ideas that will
help in shaping the future of india.

❏ The youth actually considers itself as serious partners who want to come up
with ideas in the spheres of education and health,science and technology.

❏ Helps in providing internships to the finalists with relative programme

partners i.e WWF-INDIA,tony blair foundation.
2.FOLLOW YOUR HEARTS:-

❏ The main objective of this programme was that the individual should follow
his dreams to do something in his life.

❏ This was a fairly large consumer engagement initiative which did not sell
anything, it was a purely proposition based engagement.
3.CORPORATE SOCIAL RESPONSIBILITY
❏ All Classmate notebooks carry a social message.
❏ On purchasing 4 notebooks of classmate, the company gives Re1 for the social
development of our country.

4.GLOBAL FOREST AND TRADE NETWORK(GFTN)

❏ Classmate is the first company to join hands with WWF-GFTN.
❏ ITC has used Paperkraft Premium Business Paper.
 CSR ACTIVITY FOR CLASSMATE

DISPLAYED A POSITIVE ATTITUDE

• Project Saraswati Graduate has been introduced for the first time by the Fair and lovely
Foundation in 2003 to award scholarships to women who have the aptitude, drive and
ambition to carve a place of pride for themselves in society, but do not have the financial
strength to realize their dreams.
• They wanted to encourage the economic empowerment of the Indian woman through
information and resources in the areas of Education, Career and Enterprise by providing
information, resources, inputs and support to them.

• Fair & Lovely, as a brand, stands on the economic empowerment platform and the
foundation is an extension of this promise.
The Fair & Lovely Foundation provides scholarships worth up
to Rs. 1 lakh each year for deserving girl students from low-
income families who display an excellent academic track
record, as well as social initiative and drive to study more.
• If any woman fulfills the give eligibility criteria then she has to simply fill the application
form available at the fairandlovely.in and get herself registered.
• Of the applications received across India, candidates were short-listed on the basis of their
academic performance, economic need and drive to achieve.
• These candidates were then invited for personal interviews.
• The final candidates were chosen after personal interviews by a panel of experts (the
panellists are eminent personalities from the fields of education, media social work and
corporate world).
• And then the selected candidates were awarded scholarship or worth Rs. 1 lakh.
As the result of the campaign
Fair & Lovely has become
successful in providing more
than 1,000 scholarships to
deserving candidates till
date. And have helped them
to make their dreams come
true by supporting them
financially.
• When a business supports a charitable cause or event to help the business get
its name out
• Advantages
• Charitable goals
• Raise funds
• Raise awareness of issue, mission, programs
• Business goals
• Increase profits
• Raise brand awareness
• Promote business as good citizen to customers, employees
Thank You