Cause Related Marketing Essay

2309 words - 9 pages

This essay will focus on exploring the following topics:
1. Cause related marketing
2. Cause related marketing within the charity sector
3. Cause related marketing within the (RED) campaign
4. Customer behaviour
5. Customer behaviour within the charity sector
6. Customer behaviour within the (RED) campaign
Cause related marketing will explore this type of marketing, its adversaries and opponents. It will also explore the phenomenon of charity related products within this type of marketing.
3.2 WHAT IS CAUSE RELATED MARKETING?
CRM is defined as marketing involving a cooperative effort of a “for profit” company and a non-profit organization, resulting in mutual benefit. CRM is different from corporate giving as it is not necessarily a one-time donation and is not tax deductible.
CRM was first seen in a campaign in 1976 through the partnership of the Marriott Corporation and the March of Dimes charity. (http://bruceburtch.com/casestudies.html) The Marriott’s overall objective of this partnership was to create major publicity and marketing awareness for the opening of their 200-acre family entertainment centre, Marriott’s Great America in Santa Clara, CA. They wanted to have over 2 million visitors in the first year of their family center. The March of Dimes saw it as a way to increase awareness and fundraising for their pledge walks in the western states region of American by the end of the deadline. The marketing campaigns was launched in 67 cities, in 17 western states offering participants the chance to win trips to Great America Centre for the walker who brought the most sponsorship in by the deadline. An additional perk was that the winners could bring 100 of their friends with them to the opening of Great America; this generated a tremendous word-of-mouth marketing. The results of this first CRM campaign where amazing, beating everyone’s expectations. Over 2.2 million people attended the Great America in the first year, breaking amusement park records. The March of Dimes was able to raise over $2.5 million, which resulted in 40% increase of the previous years earnings. This campaign was directed by Bruce W. Burtch, who has become a leading expert in CRM in the United States. Bruce has had the chance to work on many successful cause related campaigns, it has been said about cause related marketing:
“Putting two or more organizations together and executing a marketing campaign isn't the hard part. Creating a mutually shared vision that deeply inspires all parties, and having the public realize there is real, tangible value in the cause marketing offering - that is the hard part. The creative focus must be on this transformation - from diverse marketing objectives to a motivational call-to-action for a greater good. ”( http://bruceburtch.com/casestudies.html)
The observation made by Marti Burchell, Executive director for The USS Potomac Association, sums up the challenges of CRM in a nutshell.
This struggle can be seen in any...

Find Another Essay On Cause Related Marketing

Marketing Strategy For a Service-based Organization

2650 words - 11 pages corporate system and bringing it growth, survival, and adjustment) form the fabric of the marketing planning process. Marketing planning is an integrated, intelligent, rational process for guiding business change (4). Marketing planning in service organizations is closely related to problem solving. Planning constitutes an intentional, unified approach to the solution of various marketing problems. Although the specification of a plan for

Marketing Mix Essay

1531 words - 6 pages Running Header: MARKETING MIX PAPER PAGE \* MERGEFORMAT 1 MARKETING MIX PAPER PAGE \* MERGEFORMAT 2 Marketing MixDiane BeleauMKT/421Instructor: Ron Stirpe28 April 2014Marketing Mix - IntroductionA marketing strategy provides a big picture of what a company can do in a specific market. When creating a marketing strategy, a company must identify a target market and a related marketing mix."To find the best marketing strategy and mix, the

Economic Growth: Sustainable Development

1525 words - 7 pages marketing introduced different innovative technologies to cut the customer costs in usage, possession and disposal. Considering convenience Products and services must be convenient to buyer. Sustainable marketing considers those aspect that the product is easy to use, easy to find and easy to dispose. Moreover, it also ensures that the product is easily available as well as the services related to it, should convenient to them. Communication

Consumer Behavior Paper

926 words - 4 pages In this paper we will define consumer behavior and how marketing is related to consumer behavior. We will also select a purchase we made recently and describe in detail how each of the 4 P's (product, price, promotion, and place) affected our purchasing decision.Consumer behavior is the study of how people buy, what they buy, when they buy and why they buy. It is a subcategory of marketing ends elements from psychology, sociology

Importance of Marketing

3276 words - 13 pages these two in strategies and objectives, which this paper will sought to briefly elaborate and highlight the associated market research that will aid in the planning and decision making process.Table of contentsAbstract iTable of contents iiIntroduction 1Define marketing and what it encompasses 1Why marketing is important to a port or shipping related company 2Importance of marketing strategy to a port or shipping related company 3The

Marketing Mix Paper

1543 words - 6 pages Today, the focus of marketing and the management of marketing are some of the strategies and planning needed by today's marketers to be successful in the business world. Marketing strategies must focus on developing the target audience and are directly related to the Marketing Mix. In this paper I will define and describe the elements of the marketing mix and how each are interrelated. I will also relate these and the impact of the marketing mix

Analysis of Privacy Issues at B2B and B2C

1425 words - 6 pages Sears use “viral marketing” (Electronic Commerce, 2004, Pp. 105) to build customer awareness through a virtual equivalent of word-of-mouth communication. Wal-Mart gives site visitors the opportunity to join “Working Families” for Wal-Mart. This is a group whose charter members spread word about how Wal-Mart helps working families. This user group enables Wal-Mart to engage in “cause marketing” (Electronic Commerce

Case Study for Blood Banana

1770 words - 7 pages Jinwen Zhu,Tuesday Morning course Case Write-up Case Write-upFor Canadian Cancer Foundation:-Do you think cause-related marketing actually works?Yes, I think cause-related marketing works well. It creates a win-win situation between company and non-profit organization.CompanyThe company can enjoyed many benefits for partnering with a non-profit organization. First, it can be recognized as a company to fulfill their social responsibility

corporate social resposibility and social marketing

2675 words - 11 pages regarding how marketing thinking and practices can contribute to the socially responsible practices by the organization. Furthermore, when marketing scholars investigating on CSR, they have focus on this area with very narrow dimensions. According to Barone et al. (2000) marketing has developed cause-related marketing and environmental marketing. However, it has established little link in between these two research areas. When these scholars examined

Marketing

3483 words - 14 pages current economic trends and how are these related to demand, supply and affordability?4. How do services differ from goods? What implications does this have for each marketing mix element? How do search, experience and credence qualities affect the way consumers evaluate services?(i) Services are the intangible commodities, such as the installation of a computer system and the customer-friendliness of an air-hostess offered by a market, while goods

An Analysis of Marketing

2787 words - 11 pages tourism is the systematic gathering, recording and analysis of data about problems related to the marketing of tourism services.” It is important for organisations to research into consumer behaviour, product development and monitoring distribution and performance of the marketing plan in order to help develop their organisation and ensure that they are up to date with market demands. In the marketing research process

Similar Essays

Global Marketing Research Essay

557 words - 2 pages before making decision of doing marketing in the foreign market.Marketing research is conducted with collecting data and analyzing the data to get information needed, generally related with information or market opportunity, desires and needs of the consumers and also other market information. These information are used by international marketers to take decision about product, promotion, price, etc., that will be done in a country. In general, the

Marketing Management Essay

1097 words - 4 pages Marketing Management Marketing Management While researching through texts and documents, I found several careers that would interest a leader, yet only a few are in high demand and will cause a growth in jobs in the community. Marketing is in the top jobs to have in the US during 2012-2013 according to US News. Marketing general management is mostly about business, advertising, sales, products, income, costumers, etc. This research paper will

Marketing Plan For The Little Package To Be Delivered

1026 words - 5 pages statements set up by management. Around the statements develop, if needed, a brand or logo for the products while highlighting the company’s cause-related marketing or CRM (Sandhya & Girija, 2011). At the same time, maintain the marketing strategies of the company’s strengths, weaknesses, opportunities, and threats or better known as SWOT (Penn 2011). Evaluation of the company will be needed so incorporate a method to establish the achievable means

There Is An Evident Difference Between The Kind Of Work

916 words - 4 pages There is an evident difference between the kind of work marketing practitioner involved in everyday managerial decision making does and the work a marketing scientist is involved in. Whereas the first one is concerned with the optimization of a set of variables that may maximize a performance measure, the second attempts to generate scientific knowledge in marketing related issues.Most of the definitions of Science differ in depth or scope and