Description
This presentation is about the case study of Carlsberg against AIDS
Carlsberg ® against AIDS A study in Cause-Related Marketing
The Definition
Marketing efforts that have at least one non-economic objective related to social welfare and use the resources of the company and/or of its partners
-Drumwright & Murphy
Handbook of Marketing and Society (2001)
The Research #1
Saving the World With Cause-related Marketing
Larry Chiagouris and Ipshita Ray Journal of Marketing Management - AMA (July/August 2007)
“CRM can give a company’s products lowcost exposure, increase the product’s ability to win customer support, and break through the advertising clutter in the marketplace”
Lessons Learnt
• Some are more interested in causes than others. Marketers will need to know their target audiences’ interests well, and they will need to match the CRM program with the needs of their customers • The immediate impact of a CRM program might be on attitudes rather than buying behavior
• Not all causes are a good fit for every company
• The incremental benefit to business results as a consequence of a CRM program compared to the use of some other marketing tactic could vary but might not be substantially greater than non-CRM tactics • They must first demonstrate that they make a difference to business results
The Research #2
Pro-social Effects in Youth from Involvement in an Experiential, Cause-Related Marketing Event
Todd J. Arnold, Timothy D. Landry, and Charles M. Wood Journal of Marketing Theory and Practice, vol. 18, no. 1 (winter 2010)
Investigates malleability of youths’ perceptions of social responsibility after becoming directly involved with a nonconsumption, cause-related experience
Lessons Learnt
• Promoting pro-societal attitudes and positive self-awareness in youth is a common research theme in the adolescent learning literature. • Research demonstrates that consumer tastes for music, for example, coalesce during the years of late adolescence (early twenties), and that individuals carry these musical preferences forward for the rest of their lives (Holbrook and Schindler 1989)
Research #3
Cause-Related Marketing via the World Wide Web: A Relationship Marketing Strategy
Stewart W. Husted, Francis R. Whitehouse, Jr. Journal of Nonprofit & Public Sector Marketing, Vol. 10(1) 2002
Investigates how the use of corporate social responsibility appeals, whether espousal of or support for socially salient causes, in the design and execution of marketing communication campaigns is developed.
Lessons Learnt
• concept of value-added marketing creates loyalty to one or more home page sites and, consequently, to the home page sponsor • a survey of Fortune 500 companies indicated that virtually all (95 percent) respondents found such to be profitable and they would likely continue using it as a marketing tool • strengthen consumer demand by focusing on the joint motivation of economics and pure altruism. Consumers may be motivated to respond to cause-related marketing by (1) economic motivations (2) social norms that encourage charitable behavior, or (3) enduring values which have been internalized and result in appropriate behaviors (Smith 1980, Krebs 1970)
The Plan
The Need
• 2.31 Million Indians are living with AIDS •Almost 50% are in the age group 30-40 yrs (both males and females) •AP, Karnataka, Maharashtra contribute more than 65% of this number •The three states put together have 70% of India’s beer consumption
Source: http://www.avert.org/indiaaids.htm
Existing System
The Marketing Advantage
Product
Premium Stigmatized Aspirational
Premium Pricing Non negotiable Service Charges
Price
Marketing
Promotion
Word of Mouth Point of Sale Online Club Soccer
Place
Tier-I Cities Large Youth Crowd Unsupervised Tweenagers
The Brand
CRM can help Carlsberg create a POD in the otherwise crammed Indian beer market
The Survey
Source: Cone Inc./AMP Insights survey of 1800 elements Businessweek, November 6, 2006
The Action
FREE!!!
The Returns
• At bulk buying, each condom may be procured by Carlsberg for Rs. 5/• Offset by increased brand awareness and greater buying • Penetration of premium Indian market • Creating a “good brand” image • Leveraging on Durex’s existing distribution network
Differentiation
Energy
Relevance
Esteem
Knowledge
Brand Equity – DEREK Framework
Thank You
doc_720078452.pptx
This presentation is about the case study of Carlsberg against AIDS
Carlsberg ® against AIDS A study in Cause-Related Marketing
The Definition
Marketing efforts that have at least one non-economic objective related to social welfare and use the resources of the company and/or of its partners
-Drumwright & Murphy
Handbook of Marketing and Society (2001)
The Research #1
Saving the World With Cause-related Marketing
Larry Chiagouris and Ipshita Ray Journal of Marketing Management - AMA (July/August 2007)
“CRM can give a company’s products lowcost exposure, increase the product’s ability to win customer support, and break through the advertising clutter in the marketplace”
Lessons Learnt
• Some are more interested in causes than others. Marketers will need to know their target audiences’ interests well, and they will need to match the CRM program with the needs of their customers • The immediate impact of a CRM program might be on attitudes rather than buying behavior
• Not all causes are a good fit for every company
• The incremental benefit to business results as a consequence of a CRM program compared to the use of some other marketing tactic could vary but might not be substantially greater than non-CRM tactics • They must first demonstrate that they make a difference to business results
The Research #2
Pro-social Effects in Youth from Involvement in an Experiential, Cause-Related Marketing Event
Todd J. Arnold, Timothy D. Landry, and Charles M. Wood Journal of Marketing Theory and Practice, vol. 18, no. 1 (winter 2010)
Investigates malleability of youths’ perceptions of social responsibility after becoming directly involved with a nonconsumption, cause-related experience
Lessons Learnt
• Promoting pro-societal attitudes and positive self-awareness in youth is a common research theme in the adolescent learning literature. • Research demonstrates that consumer tastes for music, for example, coalesce during the years of late adolescence (early twenties), and that individuals carry these musical preferences forward for the rest of their lives (Holbrook and Schindler 1989)
Research #3
Cause-Related Marketing via the World Wide Web: A Relationship Marketing Strategy
Stewart W. Husted, Francis R. Whitehouse, Jr. Journal of Nonprofit & Public Sector Marketing, Vol. 10(1) 2002
Investigates how the use of corporate social responsibility appeals, whether espousal of or support for socially salient causes, in the design and execution of marketing communication campaigns is developed.
Lessons Learnt
• concept of value-added marketing creates loyalty to one or more home page sites and, consequently, to the home page sponsor • a survey of Fortune 500 companies indicated that virtually all (95 percent) respondents found such to be profitable and they would likely continue using it as a marketing tool • strengthen consumer demand by focusing on the joint motivation of economics and pure altruism. Consumers may be motivated to respond to cause-related marketing by (1) economic motivations (2) social norms that encourage charitable behavior, or (3) enduring values which have been internalized and result in appropriate behaviors (Smith 1980, Krebs 1970)
The Plan
The Need
• 2.31 Million Indians are living with AIDS •Almost 50% are in the age group 30-40 yrs (both males and females) •AP, Karnataka, Maharashtra contribute more than 65% of this number •The three states put together have 70% of India’s beer consumption
Source: http://www.avert.org/indiaaids.htm
Existing System
The Marketing Advantage
Product
Premium Stigmatized Aspirational
Premium Pricing Non negotiable Service Charges
Price
Marketing
Promotion
Word of Mouth Point of Sale Online Club Soccer
Place
Tier-I Cities Large Youth Crowd Unsupervised Tweenagers
The Brand
CRM can help Carlsberg create a POD in the otherwise crammed Indian beer market
The Survey
Source: Cone Inc./AMP Insights survey of 1800 elements Businessweek, November 6, 2006
The Action
FREE!!!
The Returns
• At bulk buying, each condom may be procured by Carlsberg for Rs. 5/• Offset by increased brand awareness and greater buying • Penetration of premium Indian market • Creating a “good brand” image • Leveraging on Durex’s existing distribution network
Differentiation
Energy
Relevance
Esteem
Knowledge
Brand Equity – DEREK Framework
Thank You
doc_720078452.pptx