"1 liter bought, 10 liters extracted in Niger with UNICEF"; for four months we could see this inscription on the Volvic water bottles (to February 15th until June 15th 2007). Since few years we can see this type of shares progressively growing. In the aim to understand this phenomenon, I am to answer many questions, they are :
What does cause marketing means? Where does it come from?
What are the conditions for making cause marketing and how can we recognize it?
Is it a part of marketing or is it a trend marketing notion?
Cause marketing or cause - related marketing (CRM) really makes sense in USA and English countries. Indeed the company that is the first to have used this expression is American Express. It means a type of marketing that creates a link between an organization which makes profit and a non-profit one. The aim of this union is to make benefits to both.
[...] org) The aim of this study case is to show that cause - related marketing uses the same tools than basic marketing in its form. The process I am to apply for this analysis is 1st, the introduction of the company Yoplait (its products, its segment, its reputation, its targets, etc.) and then the foundation of Breast Cancer (its action, its organization, its reputation, etc.). In the second part, I am to make the link between these two organizations by a marketing analysis notably. [...]
[...] People have to save lids, wash them and mail them in before December The Analysis In a first time I am to make the analysis of the actors of this action of Cause Marketing by describing the most important points about them. In other words, what we need to know to understand their union. What is Yoplait? Products: Yoplait is at the second place in the World as brand in ultra-fresh products. Concerning the products, we can think by instance to Petits Filous, Câlins, Petit Yoplait, Yop Perle de Lait, etc. [...]
[...] Nevertheless company has not to forget that “Partnering with a good cause is only one method of getting out your message, of course. You can not rely on that alone”. As we know now, cause marketing belongs to marketing. But how do we know we need it and why should the company use it? Johanna L. Krotz analysis: Why should the companies CEO CHOOSE? Because marketing and how? At first, Johanna L. Krotz explains that the main point is to “identify a cause that fit your business”. [...]
[...] Being able to change tastes or textures, exposing an appropriate marketing action and leading the quality process by ensuring respect for national and international regulations establish the foundations of an effective partnership that Yoplait has always cultivated with its partners by experience-swapping and complementarities. Strengths Weaknesses A well-known international brand Healthy products Opportunities Threats Susan G. Komen Race for the Cure Union with an association : in Fall uncertain success of the communication action French politic decision influenced on Us Consumption of French products What is the Breast Cancer Foundation? [...]
[...] Diana Kimbrell of Kimbrell & Company ( cause marketing agency ) says about it : Calculate how many times your company name and logo will be seen, what kind of information will be placed on their Web site, how many banners will be seen, what kind of article will be written for the non-profit's newsletter and how many people it goes to. It's simple math” As we can note, cause marketing follows the 4 P's frame; which product for which price in which place and with which promotion. [...]
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