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?