Armani and Ralph Lauren have donated selected portions of their sales to AIDS research. Many beauty and cosmetics companies embarked on a portion of the price of their “pink - ribbon” products to breast cancer charities.
What impact does the choice of cause have on the effectiveness of the marketing campaign? Explain and illustrate using examples of cause-related marketing.
15 marks please explain with good examples and relate it for this consumer behaviour question
Some cause-related marketing campaigns allow consumers to choose the cause that receives the donation lead to greater consumer support than those in which company determines the cause. The choice is helpful as long as it increases consumer’s perception of personal role in helping the cause. Cause-related marketing has a positive effect on consumer attitudes and can be more efficient cost wise. Therefore, large number of organizations partnering with charitable causes and non-profitable organizations in order to improve their image differentiate their brands from competitors and it will eventually lead to increase sales.
Factors that contribute on improving the effectiveness of cause-related marketing are the level of cause-fit, brand credibility, and altruistic attribution.
In 1983, the term “cause-related marketing” was introduced by American Express in a campaign to restore the Statute of Liberty.
Examples-
1. Pampers and UNICEF partnership- it is working since 2003, over 300 million tetanus vaccines have been funded through the Pampers and UNICEF partnership.
2. Women’s Aid and The Body Shop- this campaign ran from 2004 to 2008 and eventually inspired similar partnerships in 16 countries around the world. The main key aim of this campaign was to raise awareness of domestic violence. The main cause related marketing product was a mint lip-balm which had the slogan “stop violence in the home”.
According to the research 91% of consumers reported that they were likely to switch to a brand that supports a good cause, given similar price and quantity. 96% of people feel their own actions, such as donating, recycling or buying ethically, can make a difference.
From these we can understand that it is beneficial for organizations to invest in cause-related marketing campaign.
Armani and Ralph Lauren have donated selected portions of their sales to AIDS research. Many beauty...
Armani and Ralph Lauren have donated selected portions of their sales to AIDS research. Many beauty and cosmetics companies embarked on a portion of the price of their “pink - ribbon” products to breast cancer charities. (a) Referring to the campaigns above that was run by companies, describe and explain what is cause-related marketing? Illustrate with examples. (5 marks) (b) What impact does the choice of cause have on the effectiveness of the marketing campaign? Explain and illustrate using examples...