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. What is Cause related marketing (CRM) ?
As described above, the main purpose for the article written by both authors is to introduce and makes further discussion and argument on how sustainable marketing create values and importance in the consumers perception and its society. According to this article, the writer argues that there is a new era which is emerging and he is referring to this era as Marketing 3.0 (Jones, Peter, et al. 125). In this era, marketing is a value driven process where people are not viewed as target consumers based on demographic factors. Instead, they are considered as intelligent and thoughtful partners who have emotions, spiritual values and feelings.
For example, a charity auction, although they are selling goods, the aim of them is to help more people. So they are moral. On the contrary, there are some selling
Marketing communications are known as the most visible aspect of the marketing mix that helps to enhance the brand awarness of the company. In order to prosper in the long term, any company needs to develop an effective marketing campaign to maintain the interest of the existing customers as well as to attract the potential buyers (Cai & Huang, 2011). Mass marketing is highly effective tool to catch the attention of the million buyers, however it will not help to construct the relationships with them. Therefore, the more personal communications needed, such as direct marketing, to understand the consumer’s needs. However, the integration of communication tools helps to overcome both challenges, as the mix helps to create the brand awarness
Day conveys the idea that advertisements help enhance the needs of a consumer by repeating that the products will change their lives with a positive outcome. When these products demonstrate to their consumers that their products will help them, it lures the consumers to buy and try the product out to see if it will fulfil their needs. Jeffrey Schrank wrote
“Managing the controllable parts of the marketing process mean designing a want –satisfying product, sealing a price for the product, putting the product in a place where people will buy it and promote the products. These four factors are called marketing mix because business blend them together in a well-designed marketing program” (Nickels and McHugh p. 366) The marketing mix will help me develop a service to satisfy my customers’ needs, it will allow me to increase customer participation, stronger donors, staff, volunteers and stronger and efficient services. Product: my nonprofit will offer a services, but I do have to understand the values and demographics of my donors, this is critical to ensure that the shelter will have enough funding. The animal shelter needs to provide the services the customers expect to
Donors and volunteers have reported experiencing positive emotions, as a result of their contribution to charity, while pride and respect are the most frequently experienced emotions linked to charity (Boezeman, & Ellemers, 2007). To be more precise, consumers may indulge in the desire and purchase the product as a result of their thought that they satisfied the long-term goal that makes them avoid the temptation, in that case the donating pride which evokes a feeling of achievement of their goal. To this end, indulgence in the aforementioned desire might take the form of an alternative. Indeed, consumers paying attention on competing long-term goals as a way of self-regulation, when they are trying to avoid unnecessary purchases, they may feel they have made a satisfactory progress and disengage from the pursuit of their goal and disengage to the
In that way, the consumers would prefer to buy Yoplait over other products in order to benefit the society. b) Event, initiative, or program sponsorship: Event or program sponsorship is the association that occur on specific occasions in which a business will experience defined benefits during the exchange for donations. This type of CRM differs from the traditional one because there will be an expectation that there will be some type of visible brand alignment. c) Consumer fundraising: in this type of CRM the consumers will give funds to non-profit organization but through the for-profit executing campaign. Therefore the money will be originated by the consumers and not the
Friends try to influence others for their own benefit; industries do the same in order to sell their products, charities in order to attain funding and priests aiming to change beliefs. Being successful in society though, means to be able to distinguish when to adopt
Attractiveness of celebrity endorsement will grab intention of consumers. Celebrity endorsement is used by companies to enjoy media exposure. Brand equity will be improved due to celebrity endorsement (Farrell, Karels, Monfort and McClatchey, 2000; Erdogan et al., 2001). Celebrity endorsement will give companies a competitive advantage over similar brands. However, celebrity endorsement will not be effective if they endorse more than one brand (Solomon,
The Big organizations usually have some fund for the society welfare and if they become attracted through the positive word-of-mouth, they can also provide fund to “Brand name”. The marketing communication mixes such as public relation (using Facebook, Tweeter- social media), direct marketing (one-to-one communication, telemarketing), online advertisements (YouTube, magazines, and newspapers) etc. can be used to build and maintain relationship with the donors and the general people. But one thing should always be in “Brand name” mind that it will have to maintain the promise to build the ‘trust’ among the
These causes should promote social welfare and tolerance, as these are essential to the core values of millennials. Millennials are also influenced to get involved with organizations if their friends are also involved in the organization. This is in relation to the team-oriented mindset of millennials; they want to work in a group setting to achieve the goals rather than working alone. Teach for America could encourage donations and volunteerism by focusing on providing group opportunities. For example, Teach for America could hold a contest in which groups compete to obtain the highest amount of donations.