Cause marketing: Trend or basic notion of marketing?

Résumé du document

"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.

Extraits

[...] Indeed companies lost confidence of people and that for many reasons : H5N1, mad cow, dangerous raw material in toys (Mattels), doubtful speculations on the Stock Exchange (EADS), etc . Currently, people needs that companies show their goodwill by many actions. Cause marketing is a key. Moreover, using this type of marketing gives a new sense to the aim of the company. It is not just making money . To sum up, we can say that the most important in cause marketing is to know the reasons why we use it and then how we apply it. Marketing tools are a frame. [...]

[...] If Marketing action succeeds, it will be a win-win union. Critics Risks : Humanitarian improve or humanitarian business ? Jeetendr Sehdev a New yorker strategist said Cause marketing - related is most successful when the nonprofit truly resonates with the value of the sponsoring company”. I picked this sentence to illustrate this part because it expresses two very different ideas ; the first one is, as it has been expressed by Johanna L. Krotz, believe in nonprofit project is a condition for a benefic union. [...]

[...] The consequences of such an action was : the number of new card holders quickly grew by and card usage increased by Conditions : how can we recognize cause-related marketing ? As we can note, cause-related marketing is really a specific form of donation and marketing. Then the question is : Is it a new (and efficient) communication tool for companies? And, how does it work? In a document untitled “Cause marketing tips : Boost business by giving the author, Johanna L. Krotz talks to companies. [...]

[...] Geographic situation : The company is settled in almost fifty countries. By the way of its franchise system, over the past 40 years, Yoplait has extended the brand internationally, building an original industrial and commercial adventure with well-established local partners. A genuine guarantee of quality and innovation, the label is present everywhere in the World. Furthermore to this franchise network, Yoplait has set up joint ventures or subsidiaries in which the Group has a majority share. Reputation : Enhanced by its know-how and technical excellence of French industrial systems, Yoplait transmits its expertise to its partners in order to develop creative and delicious specialty assortments. [...]

[...] Cause Marketing : Trend or Basic notion of marketing ? litre bought litres 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 grows. In the aim to understand this phenomenon, I am to answer to 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? [...]