Cause Related Marketing

Cause Marketing defined

Defined as the public association of a for-profit company with

a nonprofit organization, CRM is intended to promote the
company’s product or service and to raise money for the
nonprofit organizations.

 CRM - Its Different from Social Responsibility

 CRM - Its Different from Philanthrophy

 Cause Related Marketing
 Cause-related marketing can become a cornerstone of any marketing
plan. Cause-related marketing activities highlight company's reputation
within target market.

 Cause-related marketing can positively differentiate a company from

its competitors and provide an edge.

 By choosing a cause you are passionate about, cause-related marketing

is emotionally fulfilling.

 It's a way to merge your profit center with your "passion center" and
build a business that mirrors your personal values, beliefs and integrity.
 e-CRM and Indian Examples of CRM campaigns

CITIBANK in Project Shiksha

 Citibank provides option to its account holders to contribute

Rs. 100 every month for education of underprivileged
children.

 Citibank’s most consistent programme with CRY has been the

Citibank CRY Affinity Credit Card .
 Breast Cancer Awareness Campaign
AVON
 Women are the heart of Avon's success and Avon
continues to support and understand their needs through
Avon's Breast Cancer Crusade.

 The goal of the Avon Foundation Breast Cancer Crusade

is to improve access to quality breast health care for
underserved, uninsured and low income populations, and
to support biomedical research focused on prevention and
improved methods of diagnosis and treatment to Cure and
prevent breast cancer.
 Warner Music

 Warner Music raised a fantastic £50,000 for Breast Cancer

Awareness Campaign by donating £1 on every 'Breakthrough
Breast Cancer presents All Woman - The Platinum Collection'
album sold. Warner Music also launched a special edition
album entitled ‘Ladies’ Night’ with a £1 donation going to
Breast Cancer Awareness Campaign for each album sold.
 Alliance Carton Nature and
UNICEF (France)
 Alliance Carton Nature and UNICEF in France launched a
joint initiative to recycle beverage cartons, which would then
be turned into wrapping paper and sold in supermarkets to
support UNICEF projects

 Since the program was launched in 1996, every year

approximately 300,000 children ages 9 to 11 are invited to
participate in the project.

 Each Christmas the paper is sold through retailers in France.

The projects from the sales are contributed to a different
UNICEF initiative each year.
 RESULTS………………..
 Profits from the program contribute to different major UNICEF
projects each year

 Since its inception well over 800,000 euros were donated

through the Brikkado wrapping paper program.

 Program has received a lot of awards

 In 2004, for the second year in a row, the UNICEF Christmas

Wrapping Paper was designated as an environmentally
sustainable product by the French Ministère de
l’Environnement et du Développement.
 ITC
 ITC Limited, is an Indian conglomerate with a turnover of US
$ 6 billion

 ITC has a diversified presence in Cigarettes, Hotels,

Paperboards & Specialty Papers, Packaging, Agri-Business,
Packaged Foods & Confectionery, Information Technology,
Branded Apparel, Personal Care, Stationery, Safety Matches
and other FMCG products.

 While ITC is an outstanding market leader in its traditional

businesses of Cigarettes, Hotels, Paperboards, Packaging

 In addition, ITC's businesses have created sustainable

livelihoods for more than 5 million people, a majority of whom
represent the poorest in rural India.
ITC e- choupal
 E- Choupal
 The Choupal is a Hindi word for village square where elders meet to
discuss matters of importance. The letter "e" has brought in a computer
with an Internet connection for farmers to gather around and interact not
just among themselves but with people anywhere in the country and even
beyond.

 E-Choupal delivers realtime information and customized knowledge to

improve the farmer's decision-making ability, thereby better aligning
farm output to market demands; securing better quality, productivity and
improved price discovery.

 The model helps aggregate demand in the nature of a virtual producers'

co-operative, in the process facilitating access to higher quality farm
inputs at lower costs for the farmer.
 ITC
 ITC's Agri-Business is India's second
largest exporter of agricultural products.

 Through the e- Choupal initiative, ITC

aims to confer the power of expert
knowledge on even the smallest individual
farmer. Thus enhancing his
competitiveness in the global market.

 ITC’s e-choupal is the single-largest

information technology-based intervention
by a corporate entity in rural India.

 Transforming the Indian farmer into a

progressive knowledge-seeking citizen.
Enriching the farmer with knowledge;
elevating him to a new order of
empowerment.
 ITC e-choupal  has emerged as one
of the most ambitious project
integrating information technology
and corporate sector for rural
transformation. 

 ITC e-choupal network has already

covered approximately 3.1 million
farmers through 5050 choupal in
29,500 villages.

 The company has ambitious plan to

reach 1,00,000 villages covering 10
million farmers by 2010 with
whopping approximately 1,000 crore.
It is opening 5-6 e-choupals everyday
in six different states of India.
 How does it work

 ITC installs a computer with

solar-charged batteries for power
and a VSAT Internet connection in
selected villages.

 The computer's functioning is free

from the usual troubles of power
and telecom facilities in rural area.

 A local farmer called sanchalak

(conductor) operates the computer
on behalf of ITC, but exclusively
for farmers.
 5 Distinct Services
 Information:
Daily weather forecast, price of various crops, e-mails to farmers
and ITC officials, news-all this in the local language and free of
cost.

 Knowledge:
Farming methods specific to each crop and region, soil testing,
expert advice mostly sourced from agriculture universities-all for
free.

 Purchase:
Farmers can buy seeds, fertilizers, pesticides and a host of other
products and services ranging from cycles and tractors to insurance
policies. Over 35 companies have become partners in the e-choupal
to sell their products through the network.
 5 Distinct Services
 Sales:
Farmers can sell their crops to the ITC centers or the local
market, after checking the prices on the Net.

 Development work:
NGOs working for cattle breed improvement and water
harvesting, and women self-help groups are also reaching
villages through e-choupal.
Choupal Saagar Hub
• ITC has continued to build new infrastructure by
supplementing– rural marketing hubs called Choupal Saagars,
positioned within tractorable distance of 30 e-Choupal centres
and their user communities.
• The e-Choupal – Choupal Saagar hub and spoke combination is
unprecedented grassroots click and mortar infrastructure
transporting rural local economies to a new level of
productivity and consumption.
Choupal Saagars offer a combination of services to rural
India. Made-to-design agri-business hubs, they function
as:
 ITC agri-sourcing centres providing farmers a transparent
best price sales window

 shopping centres bringing a range of products comparable

to urban levels of choice

 facilitation centres delivering a host of farm-related

services – training, soil testing, product quality
certification, medical and clinical services, cafeteria and
fuel station. 24 Choupal Saagar hubs are already in
operation in 3 states, to grow to 100 by 2010.
 Other Initiatives
 On purchase of Aashirwad, Sunfeast or Kitchens of India
products, consumers invariably support issues such as water
conservation and tree plantation.

 A percentage of the sales proceeds is channelised into these

areas.

 Similarly, the sale of ITC’s Expressions Greeting Cards funds

places that look after orphan children in India.

 Again, on the purchase of ITC’s Classmate notebooks, Re 1 is

donated for the cause of rural development and children’s
education.
 ITC’s Stationery Business
 Notebooks was a Rs 5,000-crore (Rs 50 billion) category growing at
9-10 per cent every year.

 Importantly, there were huge visible gaps in the market. The

organised segment accounted for less than 10 per cent of the
notebooks market.

 There were only a couple of players with a pan-India presence: the

Mumbai-based Navneet and Nightingale, owned by the Sivakasi,
Tamil Nadu-based Srinivas Fine Arts.

 While market leader Navneet's sales come primarily from West

India, Nightingale had restricted itself to the premium end by
focusing on superior styling and had built a successful business out
of diaries.
 ITC’s Stationery Business
 ITC launched its notebooks, deliberately pricing itself 10-15 per
cent higher than the competition, between Rs 10 and Rs 40.
 This ensured that it created an affordable-yet-aspirational image and
also send a hidden message of being a superior product (60 gsm
paper, bleached without using chlorine).
 Then, ITC focused on the design elements of notebooks: each
Classmate notebook has a theme on the cover and related
information inside.
 For instance, if the cover has a photograph of a ship, the inside front
cover has information about ships.
 Then, the last two pages of the notebook have trivia and the back
cover highlights the corporate social responsibility initiatives of the
company (Re 1 from each notebook sold is set aside for the cause of
underprivileged children).
 In 2003, the company
rolled out 'Classmate',

 ‘Classmate Invento’
 Classmate - India's largest National brand, reaching 50,000
outlets across the country, has over 300 variants in its range
which comprises notebooks, long books, practical books,
drawing books, scrap books, reminder pads etc.

 A recent addition to the Classmate portfolio has been the

Classmate Fun N Learn range of children books targeting pre
school learners.

 Every Classmate notebook carries ITC's Corporate Social

Responsibility message on its back-cover. For every two
Classmate Notebooks sold, ITC contributes Re. 1 to its rural
development initiative that supports, among other projects,
primary education in villages.
Classmate notebooks are made from ITC's superior eco-friendly Elemental
Chlorine Free paper. They are manufactured by small scale enterprises,
supported by ITC's product development and marketing skills.
 Conclusion
 When cause marketing was launched over 25 years ago, it was
viewed as a fledgling idea

 Cause marketing is a global phenomenon that has developed

into the new way for businesses and nonprofit causes to
collaborate to achieve mutual benefits.

 Right cause marketing can help achieve mission, generate

additional revenue, extend reach, get out important messages,
change behaviors, and enhance awareness of a nonprofit and
the cause.

 Cause marketing’s time has come, and companies continue to

find more money and resources in their budgets for cause
marketing.
 Thank You
Name Roll number

Shraddha Goje 42

Neha Raje 24

Virti Shah 99

Rohan Sood 108