How it actually works Duration of campaign Strategic- long term Proctor & Gamble’s Shiksha...
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![Page 1: How it actually works Duration of campaign Strategic- long term Proctor & Gamble’s Shiksha campaign Tactic- short term Lifebuoy’s ‘Roti Reminder’ at.](https://reader035.fdocuments.us/reader035/viewer/2022070409/56649e7b5503460f94b7d3f1/html5/thumbnails/1.jpg)
CAUSE MARKETING &
CAUSE PROMOTION
![Page 2: How it actually works Duration of campaign Strategic- long term Proctor & Gamble’s Shiksha campaign Tactic- short term Lifebuoy’s ‘Roti Reminder’ at.](https://reader035.fdocuments.us/reader035/viewer/2022070409/56649e7b5503460f94b7d3f1/html5/thumbnails/2.jpg)
![Page 3: How it actually works Duration of campaign Strategic- long term Proctor & Gamble’s Shiksha campaign Tactic- short term Lifebuoy’s ‘Roti Reminder’ at.](https://reader035.fdocuments.us/reader035/viewer/2022070409/56649e7b5503460f94b7d3f1/html5/thumbnails/3.jpg)
How it actually works
![Page 4: How it actually works Duration of campaign Strategic- long term Proctor & Gamble’s Shiksha campaign Tactic- short term Lifebuoy’s ‘Roti Reminder’ at.](https://reader035.fdocuments.us/reader035/viewer/2022070409/56649e7b5503460f94b7d3f1/html5/thumbnails/4.jpg)
Duration of campaign
Strategic- long term
• Proctor & Gamble’s Shiksha campaign
Tactic- short term
• Lifebuoy’s ‘Roti Reminder’ at the Kumbh Mela 2013,
![Page 5: How it actually works Duration of campaign Strategic- long term Proctor & Gamble’s Shiksha campaign Tactic- short term Lifebuoy’s ‘Roti Reminder’ at.](https://reader035.fdocuments.us/reader035/viewer/2022070409/56649e7b5503460f94b7d3f1/html5/thumbnails/5.jpg)
CRM Practices
Transactional
Propaganda
Licensing
![Page 6: How it actually works Duration of campaign Strategic- long term Proctor & Gamble’s Shiksha campaign Tactic- short term Lifebuoy’s ‘Roti Reminder’ at.](https://reader035.fdocuments.us/reader035/viewer/2022070409/56649e7b5503460f94b7d3f1/html5/thumbnails/6.jpg)
CSR and CRM
![Page 7: How it actually works Duration of campaign Strategic- long term Proctor & Gamble’s Shiksha campaign Tactic- short term Lifebuoy’s ‘Roti Reminder’ at.](https://reader035.fdocuments.us/reader035/viewer/2022070409/56649e7b5503460f94b7d3f1/html5/thumbnails/7.jpg)
![Page 8: How it actually works Duration of campaign Strategic- long term Proctor & Gamble’s Shiksha campaign Tactic- short term Lifebuoy’s ‘Roti Reminder’ at.](https://reader035.fdocuments.us/reader035/viewer/2022070409/56649e7b5503460f94b7d3f1/html5/thumbnails/8.jpg)
![Page 9: How it actually works Duration of campaign Strategic- long term Proctor & Gamble’s Shiksha campaign Tactic- short term Lifebuoy’s ‘Roti Reminder’ at.](https://reader035.fdocuments.us/reader035/viewer/2022070409/56649e7b5503460f94b7d3f1/html5/thumbnails/9.jpg)
CAUSE PROMOTION
To increase awareness and concern about a social cause
To support fund raising, participation and volunteer recruitment for a cause
![Page 10: How it actually works Duration of campaign Strategic- long term Proctor & Gamble’s Shiksha campaign Tactic- short term Lifebuoy’s ‘Roti Reminder’ at.](https://reader035.fdocuments.us/reader035/viewer/2022070409/56649e7b5503460f94b7d3f1/html5/thumbnails/10.jpg)
Improves attitude towards a company
Generate consumer traffic , sales and increased loyalty
Motivate employees and trade partners
Result
![Page 11: How it actually works Duration of campaign Strategic- long term Proctor & Gamble’s Shiksha campaign Tactic- short term Lifebuoy’s ‘Roti Reminder’ at.](https://reader035.fdocuments.us/reader035/viewer/2022070409/56649e7b5503460f94b7d3f1/html5/thumbnails/11.jpg)
PRODUCT SUPPORTER METHOD
A company gives a donation for a cause/nonprofit organization which is not from the sale ofa product
General Mills : Pink Together Campaign
Online Campaign – Breast Cancer Awareness
![Page 12: How it actually works Duration of campaign Strategic- long term Proctor & Gamble’s Shiksha campaign Tactic- short term Lifebuoy’s ‘Roti Reminder’ at.](https://reader035.fdocuments.us/reader035/viewer/2022070409/56649e7b5503460f94b7d3f1/html5/thumbnails/12.jpg)
Candy retailer M&M have also released special packs of pink candies and packaging featuring their
feminine Ms. Green character
![Page 13: How it actually works Duration of campaign Strategic- long term Proctor & Gamble’s Shiksha campaign Tactic- short term Lifebuoy’s ‘Roti Reminder’ at.](https://reader035.fdocuments.us/reader035/viewer/2022070409/56649e7b5503460f94b7d3f1/html5/thumbnails/13.jpg)
DONATION WITH PURCHASE
• Donation is triggered for each specially marked package sold during specific time frame
• Donation is a percentage of dollar amount of each product
![Page 14: How it actually works Duration of campaign Strategic- long term Proctor & Gamble’s Shiksha campaign Tactic- short term Lifebuoy’s ‘Roti Reminder’ at.](https://reader035.fdocuments.us/reader035/viewer/2022070409/56649e7b5503460f94b7d3f1/html5/thumbnails/14.jpg)
• Betty Crocker’s partnership with Make-A-Wish Foundation
• Receives fund for a wish through consumer voting and participation
![Page 15: How it actually works Duration of campaign Strategic- long term Proctor & Gamble’s Shiksha campaign Tactic- short term Lifebuoy’s ‘Roti Reminder’ at.](https://reader035.fdocuments.us/reader035/viewer/2022070409/56649e7b5503460f94b7d3f1/html5/thumbnails/15.jpg)
DONATION WITH ONLINE APPLICATION
Donation made through online purchase
DAWN SAVES WILDLIFE
![Page 16: How it actually works Duration of campaign Strategic- long term Proctor & Gamble’s Shiksha campaign Tactic- short term Lifebuoy’s ‘Roti Reminder’ at.](https://reader035.fdocuments.us/reader035/viewer/2022070409/56649e7b5503460f94b7d3f1/html5/thumbnails/16.jpg)
DONATION WITH CONSUMER ACTION
A company makes a donation when a consumertakes a specific action
Mike’s Hard Lemonade “Share Some Pink” Campaign
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Dual Incentive MethodCompany provides an incentive to drive consumer donations e.g., a donation match, a product coupon or discount.
![Page 18: How it actually works Duration of campaign Strategic- long term Proctor & Gamble’s Shiksha campaign Tactic- short term Lifebuoy’s ‘Roti Reminder’ at.](https://reader035.fdocuments.us/reader035/viewer/2022070409/56649e7b5503460f94b7d3f1/html5/thumbnails/18.jpg)
• Donate a used jacket and receive 20% off a new one!
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Consumer Pledge Drives•Companies encourage consumers to pledge support to a social issue or nonprofit partner. •This is often accompanied by a corporate donation or incentive for each pledge.
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• Donate five hours of time to their communities
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Buy One, Give One (BOGO) MethodDonation by a company is communicated in terms of a comparable social impact
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• Raised funds for 300 million doses of tetanus toxin vaccines
• Protecting 100 million vulnerable mothers and their babies from tetanus.
![Page 23: How it actually works Duration of campaign Strategic- long term Proctor & Gamble’s Shiksha campaign Tactic- short term Lifebuoy’s ‘Roti Reminder’ at.](https://reader035.fdocuments.us/reader035/viewer/2022070409/56649e7b5503460f94b7d3f1/html5/thumbnails/23.jpg)
Consumer-Directed Donation
This promotion allows consumers to determine where and how a company’s donation is allocated, either from a set list or by “nominating” favorite charities.
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• “Bullseye Gives” campaign on Facebook, which is essentially a voting application connected to the brand’s existing Facebook page
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Volunteerism Rally•The final promotion encourages consumers to donate time in support of a social cause. •They are rewarded for their volunteerism with complimentary goods/services.
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• It provides a great incentive to volunteer and it is family focused, helping to promote volunteerism among children.
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Cause Marketing Pros and Cons
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• Boost Brand Equity , Change Consumer Behavior and improve the bottom line
• Creates a public awareness of it’s values and willingness to support good cause
Advantages For Business
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• Partnership with corporations to create social and increase shareholder value
• Connects to broad range of Suppliers, Consumers
For Non-Profit Organizations
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• Choosing the right partner – Relationship and Reputation
• May weaken the trustworthiness of Non profits
Disadvantages