Better Marketing for a Better Society.

Restaurant chain KFC in news recently for employing deaf and dumb people in their outlets, Almost this trend is observed in many outlets. I've  personally seen this in a  KFC outlet at inorbit mall Hyderabad. By this KFC reaches a louder brand visibility at the same time respecting the needs of the society .In today’s marketing world, "companies have to be responsible and they should look after the welfare of their customers and society on a whole".

Its a strong opinion world wide, that people will buy your products when you are contributing some profits of its sale to a cause that enrich the societal health.way back in 1983, American Express Company launched program to restore the Statue of Liberty, The company contributed, $1 for every new card issued during last quarter of 1983. This resulted in a $1.7 million contribution by American Express to the Statue of Liberty and 28% increase in use of credit cards along with massive media coverage and free publicity.

"Cause Related Marketing" it is, in marketing language.In this model a profit making and a non profit organization join hands to support a cause. By this the the company increases its sales, brand visibility, vibrates a positive public relations & media coverage and also supports a noble cause.

Project Shiksha (‘Shiksha – Secure Your Child’s Future’ ) a joint effort of P&G India ltd & CRY, to take up the challenge of educating the underprivileged children in India. consumers buying P&G products like Tide, Pantene, Head&Shoulders will contribute to a child's education. Shiksha enabled the education of 33052 children in 435 communities in 2006.

Let it be the Microsoft, Levis, HLL, ConAgra Foods, Dabur, TATA's all had their love towards the society expressed with different Cause Marketing campaigns. In-fact the TATA Tea's JAAGO RE campaign which aimed at provoking voting right of Indian youth  was a mammoth success.

Indian conglomerate ITC has a joy ride of many Cause Marketing campaigns called Let's put India first under which it piped many CSR activities starting with E-Chopals (Empowering rural farmers), Child education, ‘Aashirvad- Boond Se Sagar’- a water saving initiative touching lives of 40,000 people by providing irrigation for 31,000 acres of farm land. And the consumers are well aware that they are part of this project as they keep buying the products from Ashirvad product line, ranging from salts to spices and atta.

GAVINI PRASANNA KUMARI Student, Class 5 Vakavaripalem Village, Prakasam District Andhra Pradesh

I come from a family of agricultural labourers. To make ends meet, I often had to work in the fields along with my parents and could not attend school regularly. I was unable to keep up in class and did poorly in my exams, so I didn't feel like studying. Then the teachers at our village ITC Supplementary Learning Centre persuaded my parents to send me to evening coaching classes at the Centre. Today I study in Class 5 at the Mandal Parishad Upper Primary School. My average marks in all subjects has gone up to 80% from 40%. I am happy that my parents let me study and I want to complete my education. When I grow up, I want to become a teacher and take care of my parents.

Above content picked from the ITC portal.

Now lets understand what customers say on this. 90 % of retailers say that when price and quality being the  same customers would prefer products promoting social cause. Even stats suggest that 2 out of 5 customers prefer buying brands tagged with a social cause.

Cause related marketing has a emerged as a model that benefits corporates to customers and the society. with more thoughts flooding  into this model, It can be better leveraged to sunshine the underprivileged with better governance, planning and awareness being ignited by the combined efforts of local governments, nonprofit organizations & corporates. This should add more smiles in the lives of people across the globe. 

 

Thanks to Shalini my colleague  at Dhruva college of management, in drafting the Research papers on topic “Cause Related Marketing “  which is the sole of this particular blog.

References:

http://www.itcportal.com

http://dspace.iimk.ac.in/bitstream/2259/366/1/219-221.pdf 

http://www.aashirvaad.com/about_ashirvaad/csr_movement.asp

http://www.pg-india.com/hp/proshiksha.htm

Wishing all a beautiful Christmas.