Cause-Related Marketing:
Can we make the Norwegian market ‘relate’
to causes?
Cecilie Klovstad, A.C. Nielsen
Sangeeta Singh, Norwegian School of Management BI
Sep. 28th 2010
Today’s Agenda
Linking purchases with charitableincentives- brief overview
Learnings from research
The Norwegian market- qualitative and quantitative findings
Norges Gruppen and UNICEF
The Other CRM
Cause Related Marketing
Any effort by a corporation to increase its
own sales by contributing to the objectives
of one or more nonprofit organizations or of one or more nonprofit organizations or
social causes
(Kotler and Andreasen 1995)
Joint issue promotion
Sales related fund raising
Corporate issue promotion
The advertising philosophy is based on Luciano
Benetton's belief that 'communication should not
be commissioned from outside the company, but
conceived from within its heart.'
Cause-Related Marketing: More than
just generating sales
�Increase market share
�Appeal to new segment
�Differentiate
�Build brand image
Cause-Related Marketing: when DOES
it work?
�Measurable objectives
�Mutual target markets
�Fit between charity and company
The Norwegian Market
QualitativeResearch
QuantitativeResearchResearch Research
Quantitative Research from Norway
Charity incentives do not seem to be doing much
Mismatch between brand and cause/charity canbe good!be good!
How the donation to cause is presented affectsvalue perceptions that drive consumer responses
Can we make the Norwegian market
relate to causes?
Is CRM a useful marketing tool?
How can consumers be influenced?