"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). In the last few years we can see this type of shares progressively growing. In the aim to understand this phenomenon, I am to answer many questions such as:
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 a profit and a non-profit one. The aim of this union is to benefit both.
[...] Indeed to have a better comprehension, I am to make a case study by using the example of the union of Yoplait and Breast Cancer Foundation. Case Study: “Save Lids to Save Lives”, Yoplait & Breast Cancer Foundation www.komen. 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.). [...]
[...] Krotz Cause marketing has to be integrated with whole efforts in company. 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? [...]
[...] Cause marketing : a branch of marketing ? In the order to understand the way of working of cause marketing, I am to use Johanna L. Krotz's analysis and approach it with the usual definition of marketing. This comparison is to give us tools for cause marketing study. As we know, Marketing is a discipline which tries to determine the offers of possessions and services according to consumer attitudes and to facilitate their selling. It contains a set of methods and tools which an organization has to adapt itself to the public to whom it is interested, and to use, arouse, behavior favorable to the realization of its own objectives. [...]
[...] People saved lids, washed them and mailed them in before December The Analysis 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 more about it in order 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. [...]
[...] 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? [...]
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