Università degli studi di Pavia Corso di Laurea Specialistica Interfacoltà in Editoria e Comunicazione Multimediale IL CAUSE RELATED MARKETING E LA CAMPAGNA.

Università degli studi di Pavia

Corso di Laurea Specialistica Interfacoltà in Editoria e Comunicazione Multimediale

IL CAUSE RELATED MARKETINGIL CAUSE RELATED MARKETINGE LA CAMPAGNAE LA CAMPAGNA

““DON’T TOUCH MY SISTER”DON’T TOUCH MY SISTER”

Relatore: Chiar.mo Prof. Stefano Colloca

Correlatore: Chiar.mo Prof. Giampaolo Azzoni

Tesi di Laurea di:

Chiara Nanni

“Cause Related Marketing is about using marketing money, techiques and strategies to support worthwhile causes whilst at the same time building

the business”

The company The no-profit organization

Cause Related Marketing Cause Related Marketing

A win win system:All the parties profit by this partnership

The no profit organizationThe no profit organization

Increasing of the returns Improvement of the corporate image with the stakeholdes Better reputation and value of the brand

The CompanyThe Company

Improvement of the corporate image and the visibility of social cause Reciving a financial support to achive istitutional aims Fidelity the number of the consumers and of the volunteers

The consumer The consumer

Acquisition of a product, characterized by social and ethic values To satisfy the need of auto-relationship

Traditional or transationTraditional or transationThe company supplies at the economic resourses or at the goods to realize a project

Joint Promotion Joint Promotion The brand is a way to broadcast the messageor the aim of the no profit company

LicensingLicensingThe no-profit organization gives its logo in exchange for an economic earnings

Joint Fund raising:Joint Fund raising:The company works as an intermediary for the fund-raising in favours of their clients

The types of Cause Related MarketingThe types of Cause Related Marketing

The Code of BehaviourThe Code of Behaviour

Sodalitas and Ferpi 29 October 2004

Principles Integrity Transparency

Sincerity Mutual respect

Partnership Mutual benefit

Provide guide-lines to realize development of effective and clear campaigns of CRM

Who

Purpose

Phases Planning and Preparation

Executive

Conclusive

The phases to realize a campaignThe phases to realize a campaign

1. Planning and Preparation1. Planning and Preparation

Motivations and purposes Definition of the budget Context analysis Choise of no profit partner The formal Agreement

2. Executive2. Executive

Operative Plan The strategy of the comunication: effectiveness and trasparency

3. Control or execution3. Control or execution

Monitoring, measuring and evaluating the programme

The conseguence on the company reputation and on the sales The perception of the company image and the rate of popularity by the use of qualitative and quantitative verifications Media covering The level of the stakeholder satisfaction The valutation of the impact on the social point of view

The campaign “Don’t Touch my Sister”The campaign “Don’t Touch my Sister”

“Jamilia”: a microcredit project for women

The partnershipThe partnership

Change the brand mage

Internationalization strategy

Interesting and sensitivity to social causes

Fight to defend Human Rights of the women in the world

No Human RightsNo Human Rights

Breil’s WomanBreil’s Woman

The strenght: the female image

Independent Free about her choises Rule-breaking and sensual

IndependenceIndependenceEmancipationEmancipation

Making awareMaking aware to defend life and the dignity of the women in the world

Human Rights and Economic Independence for the women in the world

ActionAction to defend women through economic support of the microcredit project at Kabul

““Don’t touch my sister”Don’t touch my sister”

Microcredit project

Courses of Literacy, arithmetic, civic-mindedness, Human Rights and Soundness

Vocational education: hairdresser, manufacturing, cooking and dressmaker’s

1 September 2004 8 March 2005

The strategyThe strategy

Publicity campaign: newspapers, monthlies and weeklies Material realized ad hoc for the point of sale

A radio and tv commercial

The picture postcardThe picture postcard

Part of proceeds of the product’s sales to Pangea

Donation: 200,000 euro

The project explanation

Purchaser’s data

Amnesty International

The publicity CampaignThe publicity Campaign

Don’t touch my Breil Don’t touch my Sister

The publicity material into the point of salesThe publicity material into the point of sales

The folder

The wiondow- cartel

The counter- cartel

Thanks to Breil’s support, Pangea realized 3 Woman Center in Kabul and the microcredit preject was succesful Improved the visibility of the social cause

Brand Breil improved its the corporate image and the brand value The product sales increased Breil demonstrated its sensitivity to social cause

BreilBreil

PangeaPangea

Amnesty InternationalAmnesty International

Also improved the visibility of the campaign “Violence against women”

Don’t touch my Sister: una campagna di successoDon’t touch my Sister: una campagna di successo

Il Cause Related MarketingIl Cause Related Marketing

Instrument for modern company that decides to achieve marketing strategies in pursuit of its social aim

The company benefit will be better the more intense is the relationship between the brand value,that tries to express, and the social values of the no-profit company has got

The Company The no profitorganization

The Society

Thank you for your attentionThank you for your attention