Research On Cause Related Marketing

A Study On The Increased Competitive Advantage By The
Use Of Social Cause Related Marketing

Submitted in partial fulfillment of the requirements for the award
of the
Degree of Bachelor of Business Administration
of Christ University
By
Reg. No.
Under the guidance of
Prof.
Department of Management Studies

CHRIST UNIVERSITY
BENGALURU
2015
CERTIFICATE
This is to certify that, Reg. no. is a bonafide student of Bachelor

of Business Administration of Christ University, Bengaluru and
she has prepared and submitted the project report, titled A
study on the increased competitive advantage by the use of
Social Cause Related Marketing in partial fulfillment of the
requirements for the award of the Degree of Bachelor of
Business Administration of Christ University, Bengaluru, for
the academic year 2014-2015.
Place: Bengaluru
Date:
Dr. Jain Mathew

Professor and Head
Dept of Management Studies
CERTIFICATE
This is to certify that the project report, titled A study on the

increased competitive advantage by the use of Social Cause
Related Marketing submitted to Christ University, in partial
fulfillment of the requirements for the award of the Degree of
Bachelor of Business Administration, is a record of original
research work done by during the period 2014 2015 in the
Department of Management Studies at Christ University,
Bengaluru, under my supervision and guidance. The project report
has not formed the basis for the award of any Degree/ Diploma/
Associate ship/ Fellowship or other similar title of recognition to
any candidate of any University.
Date:
Prof. Sriram M.
DECLARATION
I, , hereby declare that the project report, titled A study on the

increased competitive advantage by the use of Social Cause
Related Marketing submitted to Christ University, in partial
fulfillment of the requirements for the award of the Degree of
Bachelor of Business Administration is a record of original and
independent research work done by me during 20142015 under
the supervision and guidance of Prof. Sriram M., Department of
Management Studies and it has not formed the basis for the award
of any Degree/ Diploma/ Associate ship/ Fellowship or other
similar title of recognition to any candidate of any University.
Date:
ACKNOWLEDGEMENT
I am indebted to many people who helped me accomplish this
research project successfully. First, I thank the Vice Chancellor
Rev Fr Con Dr. Thomas C Matthew of Christ University for giving
me the opportunity to do my project. I thank Prof. Suresh Pai,
Associate dean, Dr. Jain Mathew, Head of department, Department
of Management Studies for their kind support. I thank Prof. Sriram
M. for his constant support and guidance during the course of my
project. I thank my parents for their blessings and support, without
which this project would not have seen the light of day.
Jahnvi Gupta
Table of Content
S.No
1.1
1.2
1.3
1.4
1.5
2
2.1
2.2
2.3
2.5
Title
Executive Summary
CHAPTER 1
Introduction to Marketing
Competitive Advantage
Social Cause
Cause Related Marketing
Review of Literature
CHAPTER 2
Industry Profile
Proctor and Gamble Co.
Hindustan Unilever Ltd.
ITC Ltd.
Tata Tea Ltd.
CHAPTER 3
Page No.
1
3
7
8
8
13
19
20
21
22
Research Methodology and procedures
3.1
Objectives of the study
24
3.2
Research Design
24
3.3
Participants
25
3.4
Data Collection
25
3.5
Software used
26
3.6
Limitations of the Study
26
CHAPTER 4
4
Data Analysis And Interpretations
4.1
Descriptive Analysis
27
4.2
Inferential Analysis
69
CHAPTER 5
5.1
Findings
70
5.2
Recommendation
71
5.3
Conclusion
72
References
Annexure
List Of Tables
Table No.
4.1.1.1
4.1.2.1
4.1.3.1
4.1.4.1
Name
Company associate its brand with CRM
Corporate should promote its brand with CRM
CRM related Marketing Promotions
Simple to identify the company with its cause
Page no.
27
28
29
30
4.1.5.1 Ready to pay a bit higher price for CRM

4.1.6.1 Cause Related Marketing to overcome competition
4.1.7.1 CRM activities give a favorable impression to
society
4.1.7.2 Important for a company to be socially responsible
4.1.7.3 CRM have a positive impact on countrys
development growth
4.1.7.4 CRM is sometimes misused for profits
4.1.7.5 Descriptive Analysis
4.1.8.1 Stop using the products of the company
31
32
33
4.1.9.1 Best source to promote Cause Related Marketing

4.1.10.1 Between different brands supports CRM or other
4.1.11.1 Actually spending that amount on some noble social
cause
4.1.12.1 Ad campaign
4.1.13.1 Ad message is Understandable
4.1.13.2 Message in the Ad is Authentic
4.1.13.3 Ad are believable to me
4.1.13.4 Consider purchasing the product
4.1.13.5 Better than other Ads for products in this product
category
category
39
40
41
34
35
36
37
38
42
43
44
45
46
47
48
49
50
51
52
53
54
55
56
57
58
59

category
4.1.17.6 Descriptive analysis
category
4.2.1.1 Independent t test
60
61
62
63
64
65
66
67
68
69
List Of Figures
Table
Table Name
No.
no.
4.1.1.1
4.1.2.1
4.1.3.1
4.1.4.1
Company associate its brand with CRM

Corporate should promote its brand with CRM
CRM related Marketing Promotions
4.1.5.1
4.1.6.1
4.1.7.1
4.1.7.2
4.1.7.3
Ready to pay a bit higher price for CRM

Cause Related Marketing to overcome competition
CRM activities give a favorable impression to society
Important for a company to be socially responsible
CRM have a positive impact on countrys development
growth
CRM is sometimes misused for profits
4.1.7.4
4.1.8.1
4.1.9.1
4.1.10.1
4.1.11.1
4.1.12.1
4.1.13.1
4.1.13.2
4.1.13.3
4.1.13.4
4.1.13.5
4.1.14.1
4.1.15.1
4.1.15.2
4.1.15.3
Page
Simple to identify the company with its cause
Stop using the products of the company

Best source to promote Cause Related Marketing
Between different brands supports CRM or other
Actually spending that amount on some noble social
cause
Ad campaign
Ad message is Understandable
Message in the Ad is Authentic
Ad are believable to me
Consider purchasing the product
Better than other Ads for products in this product
category
Ad campaign
27
28
29
30
31
32
33
34
35
36
38
39
40
41
42
43
44
45
46
47
49
50
51
52
4.1.15.4
4.1.15.5
4.1.16.1
4.1.17.1
4.1.17.2
4.1.17.3
4.1.17.4
4.1.17.5
4.1.18.1
4.1.19.1
4.1.19.2
4.1.19.3
4.1.19.4
4.1.19.5

category
Ad campaign
category
Ad campaign
category
53
54
56
57
58
59
60
61
63
64
65
66
67
68
Executive Summary
To study the increased competitive advantage of companies by the use of
Social Cause Related Marketing.
The main purpose of this study is to know the concept of Cause Related
Marketing that is nowadays widely and extensively used by many big
organizations to build a competitive advantage and to create brand equity.
CRM is about forging long-term relationships between businesses & nonprofit organizations to market an image, product, service or cause for mutual
benefit. It provides the emotional as well as the rational engagement of the
consumer with the brand. Cause Related Marketing helps an organization to
cater more customers by acting socially responsible towards the society. In the
research it has been explained the concept of Cause Related Marketing by
taking four famous examples i.e. Tata Tea Jaago re and P&G Shiksha
Campaigns, ITC Ltd, Hindustan Unilever Ltd. According to the secondary
data, it is generally been noticed that a customer picks a product, which is into
promoting social campaigns as those products have a good image in the minds
of the customers. Even rural audiences have the tendency to purchase such
products because they can relate that campaigns to their well-being, growth
and development. Such social campaigns had faced a huge success in todays
scenario because people thinks that it is important for a company to be
consumer oriented but it is very important for a company to show concern
towards the society and should contribute something good for the well being
of the society. To check the impact of such social campaigns in the mind of
the customers and to know how such campaign influence people to buy a
product or how it effects their purchase decision, a small survey was
conducted with a sample size of 220 and result concluded out of it. The data
shows that it is very important factor of purchase decision for the customers
but there are other factors too, still Cause Related Campaigns influence
customers to buy a product. Further in this report the responses are collected
by showing the print advertisements of four known Cause Related Marketing
Campaigns and data is collected which tells that people recall such
advertisements quickly and has a good perception about the company.
However, some people have doubt in their minds that whether the companies
are actually pay this amount to non-profit organizations or not.
Chapter I
Introduction
1.1 Introduction to Marketing

Marketing is the arrangement of granting the estimation of an item or
administration towards the customers, with a definitive objective of offering
that item or administration
Marketing strategies incorporate picking target markets through market
investigation and market division, and additionally understanding consumer
conduct and promoting an item's worth to the client. From a societal
perspective, marketing is the connection between a general public's material
necessities and its monetary examples of reaction. Marketing fulfills these
needs and needs through trade courses of action and building long haul
connections. Marketing mixes craftsmanship and connected.
Marketing is one of the more essential segments of a business effecting deals
and benefit. Despite the fact that marketing is essential everything businesses
need clients. Drawing in clients is not as simple as we think, particularly when
there is extreme rivalry in the market. On the off chance that individuals are
not coming to check your items, you may need to endeavor endeavors to
change this by expanding your marketing endeavors.
All business managers comprehend the significance of marketing however
they can't recognize marketing and publicizing. Marketing has immeasurable
limits and publicizing is simply a piece of it. All manifestations of marketing
elevate item attention to the market on the loose. Marketing procedures help
you to stay one stage in front of your rivals.
Marketing's fundamental reason in many businesses is to create more deals. It
needs to promote and elevate to help individuals think about the items. In the
event that nobody thinks about the items, nobody will purchase them. That is
the reason business holders put resources into marketing. So we need to utilize
marketing methodologies to make item mindfulness. On the off chance that an
organization needs to build the business rate and expand generation, the
marketing office must have the capacity to convey powerful marketing
systems.
There are endless samples of organizations that are making great benefits by
utilizing existing clients to get referrals. To get referrals one should do nothing
more than fulfill the clients answer all their inquiries and request a referral it
is that basic.
Each little business manager's objective is to benefit and grow, and without
marketing, this is not going to happen.
Functions of Marketing
It alludes to those practice exercises that you as a marketer must perform with
a specific end goal to accomplish your set marketing destinations.
Research function:
The Research function of marketing is that function of marketing that
empowers you to create sufficient data in regards to your specific
market of target. You must do sufficient exploration to recognize the
size, conduct, society, accept, gender orientations and so on of your
target market fragment, their needs and need, and after that create
viable item that can meet and fulfill these market needs and need.
Purchase function
The Purchase is performed so as to procure quality materials for
creation. When you plan a decent item idea, you ought to additionally
guarantee you're purchasing the crucial materials for the item. This
capacity is done by the buy and supply office, however your details of
materials goes far in supporting the obtaining division to get the vital
materials required for creation.
Product development and management:

Product development is an essential function of marketing since it was
the duties of the marketing department to identify what the market
need or want and then design effective product based on the identified
need and want of the market. Product development passes through
some basic stages carried out by the marketers to develop a targeted
market specified product. And you can also manage your product by
evaluating it performance and changing them to fit the current market
trend.
Production function:
Production
is
the
function
performs
by
the
production
department.
Though, this is interrelated to the department of
marketing, because your product must possess the essential

characteristics that can meet the target market needs and want as
identified during your market research, such characteristics as in your
product Test, Form, Packaging etc.
Promotion function:
Promotion is one of the core functions of marketing since your finish
product must not remain in the place of production, hence, you as a
marketer must design effective communication strategies to informing
the availability of your product to your target market.
Standardization and grading:

The function of standardization is to establish specified characteristics
that your product must conform to, such standard as in having a
specify test, ingredient etc. That makes your product brand so unique.
Grading comes in when you sort and classify your product into
deferent sizes or quantities for different market segment while
maintaining your product standard.
Pricing function:
The function of pricing on the product offerings by designing effective
pricing systems, base on the product stage and performance in the
product life cycle. Price is the actual value consumers perceive on your
product, so you as a marketer should ensure that your value of your
product is not too high or too low to that of your costumers.
Distribution function:
The function of distribution is to ensure that your product is easily and
effectively moved from the point of production to the target market,
the kind of transportation system to employ e.g. Road, rail, water or
air, and ensures that the product can be easily accessed by customers.
You as a Marketer should also design the kind of middlemen to engage
in the channel of distribution, their incentives and motivations etc.
Risk bearing function:
The process of moving a finished product from the point of production

to the point of consumptions is characterized with lots of risks, such
risks as in product damaging, pilferage and defaults etc. So you must
provide effective packaging system to protect your product, good
warehouse for the storage of your product until they are needed,
effective transportation system to speedily deliver your product on
time.
Financing function:
Financing deals with the part of marketing to providing incomes for
your business. It refers to how you can raise capital to start operation
and remain in business. It refers to your modes of payment for the
goods and services transferred to your costumers.
After sales-service: In a more complex and technical product, you as a

marketer should make provision in order to assist your customers after
they have purchased your product. In terms of machines or heavy
equipment product that requires installation or maintenance, most
marketing organization renders such services like installing the
machine or maintaining it for stipulated periods on time for free or by a
little service charge.
Features of Marketing
The marketing Management alludes to planning, organizing, directing, control
of the initiates that encourage the trading of products and administrations
between the makers to end consumers. Firms today need to invest cash to
make time, spot and proprietorship utilities .The principle features of modern
day marketing are as per the following:
i.
Marketing is a science and workmanship:

Marketing has developed from the financial aspects yet it has a closer
associations with social and behavioral sciences. Marketing is nearly
connected with streams of science too humanities and titles, for
example, Economics, Law, Psychology, Anthropology, Sociology,
Information Technology and so forth. Marketing intensely relies on the
demographic peculiarities of the target market, political environment,
logic, arithmetic, insights and so forth.
ii.
Trade is quintessence of marketing:

Marketing spins around business trade. This additionally includes trade
of innovation, trade of data and trade of thoughts.
iii.
Marketing is Goal Oriented:

A definitive objective of marketing is to produce benefits through the
fulfillment of the client.
iv.
Marketing is a nonstop process:

Marketing is not a disconnected, static process yet is an intricate,
consistent and interrelated procedure. It includes nonstop arranging,
usage and control. It is a paramount useful territory of the
administration.
v.
Marketing is Consumer Oriented:

All organizations exist in view of their business to fulfill the human
needs, needs and requests. A definitive target of marketing is to
discover what the consumer needs and how to satisfy consumer need.
This prompts creation of the merchandise and administrations
according to the needs of the client.
vi.
Marketing begins with consumer and closures with consumer:

Marketing is consumer arranged and it is essential to realize what the
consumer needs.
1.2 Competitive Advantage

Competitive Advantage refers to the preference that a firm has over its rivals,
permitting it to produce more noteworthy deals or edges and/or hold a greater
number of clients than its rival. There can be numerous sorts of competitive
advantages including the association's cost structure, item offerings or
distribution network, conveyance system and client help.
Competitive advantages give an organization an edge over its adversaries and

a capacity to produce more prominent worth for the firm and its shareholders.
The more manageable the competitive advantages, the more troublesome it is
for contenders to kill the preference.
There are two primary sorts of Competitive advantages: comparative
advantage and differential advantage. Comparative advantage or expense
preference, is a company's capacity to create a decent or administration at a
lower cost than its rivals, which gives the firm the capacity offer its products
or administrations at a lower cost than its rival or to produce a bigger edge on
deals. A differential focal point is made when an association's items or
administrations vary from its rivals and are seen as better than a contender's
items by clients.
1.3 Social Cause

A social cause (additionally called a social issue or a social ailment) alludes to
an issue that impacts and is contradicted by an impressive number of people
inside a general public. It is frequently the result of variables broadening past
an individual's control and local geographical environment. Now and again, a
social issue is the wellspring of a conflicting opinion on the grounds of what is
seen as an ethically just individual life or societal order. Distinctive social
orders have diverse discernments. Social issues are recognized from economic
issues; in any case, a few issues, (for example, immigration) have both social
and financial viewpoints. There are additionally issues that don't fall into
either classification, for example, wars.
Examples of few social causes maybe, Social stratification, Economic issues,
Social disorganization, Age and the life course, Inequality, Education and
public schools, Work and occupations, Environmental racism, Abortion, etc.
1.4 Cause Related Marketing

Cause-related marketing has introduced in recent years even though it is a
young concept which many big organizations using for creating brand equity
and for achieving a competitive advantage. Cause marketing or cause-related
marketing refers to that type of marketing which involves the cooperative
efforts of both profit as well as nonprofit organization for mutual benefit. This
type of term is sometimes used broadly as well as generally refers to any type
of marketing effort for social and other causes. It provides the emotional as
well as the rational engagement of the consumer with the brand. Cause related marketing is different from corporate giving as the corporate giving
generally involves some specific donation that is tax deductible, while cause
related marketing is a marketing which is based on marketing relation and not
necessarily based on a donation.
This concept came into existence in the early 1980s when a company named
American Express joined with a nonprofit group that helps it to raising the
funds to restore the Statue of Liberty. American Express gave a portion of
every purchase through their credit card to the endeavor and an additional
amount for every new application that resulted in a new credit card customer.
The company also launched a $4 million advertising campaign to generate the
awareness of the concept among the people and within three-month of that
Campaign American Express, 27% increases in their card users and the
Restoration Fund raised over $1.7 million. New card applications increased
45% over the previous year.
Everyone involved was a winner, the nonprofit cause received needed funds;
American Express increased sales of its product and achieved a reputation for
social responsibility. American Express even trademarked the term cause-
related marketing. Now, more than ever, the companies are realizing the
potential of aligning themselves with a cause. Earlier it was used mostly to
increase sales and profits, but now it is used as a great brand positioning
contrivance as it works on vitalizing brand equity and enhancing corporate
image with sound economic and community impacts.
In todays world CRM has different types of versions but in generally its is a
agreement which is done between business and non-profit to raise fund for a
particular cause. CRM program is not an unknown or low-key donation to a
nonprofit.
How CRM activities work in a Corporate?
There are now many versions of cause-related marketing, but basically it is an

agreement between a business and a nonprofit to raise money for a particular
cause. The business expects to profit by this arrangement by selling more
products and by enjoying the "halo" affect of being associated with a
respected nonprofit or cause.
A cause-related marketing program is not an unknown or low-key donation to
a nonprofit but one that lets the public know that this corporation is socially
responsible and interested in the same causes that its consumers are. The
nonprofit benefits both financially and through a higher public profile as a
result of its partner's marketing efforts.
Cause-related marketing campaigns have blossomed over the last few years
and can appear in a variety of interesting forms. Jocelyne Daw, in her
book Cause Marketing for Nonprofits, lists some of the more popular:
Product sales. Think of the Red campaign that has brought together many
companies to sell specially branded products (a red Gap T-shirt or a red
iPod for instance) with a portion of the selling price going to the Global
Fund for HIV/AIDS prevention.
Purchase Plus. This is a campaign waged at the checkout line at grocery

stores or other retail venues. Typically a customer is asked if he would like
to add a donation to his bill. The amounts are usually low enough for most
people to say yes. The store processes the money and gives it to the
nonprofit with which it has partnered. Promotion of the cause is usually
pretty low-key but that makes these programs easy to set up and they are
quick so a business can respond to, say, a natural disaster in a timely way.
Licensing of the nonprofit's logo, brand, and assets. Licensing runs the
gamut from products that are extensions of the nonprofit's mission to using
its logo on promotional items such as T-shirts, mugs, and credit cards to
having the nonprofit provide a certification or commendation of particular
products. An example of the latter is the American Heart Association,
which provides recognition for products that meet their standards for heart
health.
Cobranded events and programs. Probably the best-known example of a

cobranded event is the Susan G. Komen "race for the cure." A cobranded
program is exemplified by a London Children's Museum that teamed up
with the 3M Company to build and outfit a science gallery for children. The
involvement of the corporation in this program is deeper than the usual
"sponsorship" with scientists from the company involved in helping with
the exhibits to the company's employees serving as volunteers.
Social or public service marketing programs. Social marketing involves

the
use
of
marketing
principles
and
techniques
to
encourage behavior change in a particular audience. An example is the

partnership of the American Cancer Society and Novartis, on their Great
American Smoke out.
Creative Capitalism
Creative capitalism is a term popularized by philanthropist Bill Gates, which
means that global corporations should integrate "doing good" into the way
they do business, i.e. take up social initiatives on way of fulfilling the ultimate
goal of profit maximization. In one of his conversations with Warren Buffet he
mentioned if we find approaches that meet the needs of the poor in ways that
generate profits and recognition for business, we will have found a sustainable
way to reduce poverty in the world. Cause Related Marketing can help in
Creative Capitalism in the country, provided corporates abide by their
promises that they promote as the cause.
Types of Cause-Related Marketing:
Transactional CRM: In this approach Firms adopt programs that

contribute to a noble cause from sales of specific products. Eg: Project
Shiksha according to which, with every P&G's product purchase, some
portion goes to poor child education fund.
Engage in Educational or Awareness-Building Activities: In this

approach a joint campaign between a firm and a cause to raise
awareness of the causes message. Eg: Tata Tea Jago Re campaign
Licensingagreement :In this approach a corporation is permitted to use

a charity's logo on its products or services. A License given to a
company by a Non- Profit Organization.
Eg: ITC note book using WWF logos on stationery.
Terms used in cause related marketing:

Corporate philanthropy means giving direct monetary gifts to a nonprofit
Organization. It is often made through the corporation's own foundation.
These donations are usually for a particular program or event that the
nonprofit will run and can be of short or long duration.
Corporate sponsorship is a bit closer to cause marketing since the corporation
gives the nonprofit money to hold an event, run an art exhibit, or other timelimited activity. The funds may come from the community relations budget of
the corporation or the marketing budget and the corporation expects a certain
amount of publicity in the way of signage, PSAs, promotional materials etc.
Benefits of Cause-Related Marketing
Cause-related marketing is a influential marketing tool that business and
nonprofit organizations are increasingly leveraging. Cause-related marketing
heightens the public awareness of both the company and the charity. The
possible benefits of cause marketing for nonprofit organizations include an
increased ability to promote the nonprofit organization's cause via the greater
financial resources of a business, and an increased ability to reach possible
supporters through a company's customer base. Other benefits of cause related
marketing are as follows:
Cause-related marketing directly enhances sponsor sales and brand of a

company- enhanced company image and a differentiated image
Cause-related marketing is a respected and accepted business practice.
Cause-related marketing helps in heightens customer loyalty.
Cause-related marketing boosts a companys public image and helps

distinguish it from the competition offering materials corporate PR
officers.
Cause-related marketing helps build employee morale and loyalty.
It improves employee productivity, skills and teamwork.
It boosts sales.
It helps a firm stand out in a crowded marketplace.
It builds a company that employees are proud to work for.
Breaking through advertising clutter
Low cost exposure
The ability to sway selective consumers who want to support the cause
A broader customer base
1.5 Review of Literature

Burton & Kees, (2010) according to their research benefits associated with
cause-related marketing (CRM) campaigns to both the sponsoring firm and its
partnering nonprofit are well documented. However, the combination of the
manner in which CRM messages are frames in advertisements and consumers
temporal orientation potentially alters a campaigns success. Inan initial
experiment, it has assessed that the moderating role of temporal orientation on
effects of the temporal framing of CRM messages. Then it is extended to the
findings with a second experiment in which we evaluate whether an
individuals temporal orientation affects their response to a CRM campaign
based on the immediacy of the need and the timeliness of the response to the
need.Findings indicate that consumer temporal orientation moderates the
influence of the temporal framing with in the ad for a CRM campaign on
attitudes and purchase intentions. In addition, attitude toward the CRM
campaign mediates the effect of the three-way interaction on brand attitude
and purchase intention. Implications for both corporations and the nonprofits
benefiting from CRM campaigns are offered.
Shabbir & Kaufmann (2010) conducted a research in Pakistan and it was
observed that the brand awareness and corporate image partially mediate the
impact of CRM campaigns on consumer purchase intentions. Further research
can be carried out through data collection from those people who actually
participated in cause related marketing to identify the original behavior of
customers instead of their purchase intentions. This research and the claims
made are limited to the FMCG industry. The findings also suggest some
measures which can be taken into consideration in order to enhance brand
awareness and to improve corporate image as both variables mediate the
impact of CRM campaigns on consumer purchase intentions. The study
contributes to cause related marketing literature by indicating a mediating role
of brand awareness and corporate image on CRM campaigns and consumer
purchase intentions.
Grau S.L. & Folse J.A.G., (2011) through their research found that the CRM
campaigns are generally positive for companies as well as for causes. For
companies, CRM has been noted to increase sales and enhance companies
image. As for causes, they received greater funding and publicity. Causeproximity, which is one of the important elements of CRMs structure, has
been suggested to significantly influence consumers response towards CRM.
However the impacts of cause-proximity on consumers response are
inconsistent. In this light, this paper investigates two main things that is: The
effect of cause-proximity on consumers response to CRM and second is the
moderating role f gender on the relationship between cause-proximity and
consumers response to CRM. The results indicate that the effect of causeproximity is insignificant while gender does influence consumers response to
CRM. Based on these results, implications for CRM campaign managers and
research limitations are highlighted.
Shah, (2013) did a study and find out CRM is a form of marketing that uses
various strategies, tools and traditional advertising methods to change
attitudes, perceptions and behaviors as they relate to social issues. Non-profit
organizations and companies form alliances to market images, services and
products. People have a more favorable view of a company that contributes or
sponsors a cause that they think is worthy. For instance, people are more likely
to be interested in a company that is contributing to this research. CRM is an
existing concept where both business and charity or any good causes can
benefit. It also attracts new sources of funds, resources and support. It is an
innovative and potentially powerful tool to improve the lives and well-being
of individuals, create environments that support social objectives, re-orient
social services to be customer-driven, develop social capital, lead to improved
public policies, and ultimately, achieve social goals. This research paper
focuses the practices of cause related marketing of some of the selected firms
and how it affects the consumer in our country as a new policy.
In a study done by Rajput, Tyagi, & Bhakar, (2013) the researchers tried to
show the impact of Social Cause Related Marketing on customer brand
preferences. As we all know, Social Cause Related Marketing has emerged as
a top management priority in the last decade due to the growing realization
that it one of the most valuable intangible tool that firms have to gain better
corporate image from Internal as well as External Customers. Findings from
the study showed that the impact of Social Cause Related Marketing on
Customer Brand Preference has a significant relationship between the two.
And the respondents gave high importance to Self -Image in case of CRM and
Brand Awareness in Brand Preferences.
In a study done by ori, ivadinovi, & Dropulji, (2011) through their
research on effects of cause and donation size of cause related marketing
program on consumers intention to buy cause-related marketing by analyzing
to what extent consumers intention to buy a certain brand during a CRM
campaign has been influenced by their relation to the cause and donation size
from that campaign has been influenced by their relation to the cause and
donation size from that campaign. The results of the research, i.e. that personal
relation to a cause of the campaign and donation size from a single sale
positively influence consumers purchasing intention to buy a brand that is a
subject of CRM campaign. These results correspond to the results of previous
research.
The research done by Garg, (2007) on Social cause related marketing and its
impact on customer Brand preferences the objectives of the study were to
understand the impact of cause related marketing on corporate brand image
and on sales and customers brand loyalty. The author adopts a descriptive
research design that helps to portray the characteristics of a group or
individual as a situation. It includes surveys and fact-finding enquiries of
various kinds. Sample size for the study was taken as 200 respondents of
which 100 samples were of the customers and the rest were of the retailers in
Ambala and Yamuna Nagar cities of Haryana. The major findings of the
study were that, the different factors influencing the customers were - Brand
Name, availability, advertisement, price, quality and cause related marketing
concept. Suggesting that, the companies must generate more awareness
regarding its contribution to social causes through TV & Internet advertising
as it is directly related to increase in sales and brand loyalty.
Alcheva, Cai, & Zhao, (2009) conducted a study on This research paper talks
about the connection between the cause-related marketing and buying
behaviour and attitude by exploring consumers perception of CRM strategy,
their attitudes toward the CRM strategies and behavior. The research being
limited to sample of students who took part in the questionnaire. The survey
was designed as a questionnaire with fourteen close-ended questions. The
questionnaire started with the description Case of McDonalds Children
Charity, and the definition of CRM, so that, respondents could better
understand the CRM and to obtain real perception and attitude toward the
CRM, as well as their buying behavior. The findings being that consumers are
more likely to support companies that are engaged in cause campaigns and
tend to develop positive attitude toward this company and its products.
Kim, Kim, & Han, (2005) conducted a research in which; Participants were
presented with six different cause-related marketing contexts, corporate
credibility and product-cause relatedness. The authors try to understand why
cause-related marketing work for some firms more than others? Explaining the
success of a vast number of companies in the various industries sponsoring
causes related to environmentalism, but at the same time, evidently linked to
issues such as deforestation? (Such as pulp industry) The empirical model in
the paper examines how product-cause relatedness and corporate credibility
affect attitudes toward a company and the brand attempting to further break
down the construct of product-cause relatedness according to relevance of a
products risk. Based on the findings, the conclusions are drawn- Firstly;
cause-related marketing has a different effect on attitude toward the brand and
attitude toward the company. In spite of similar patterns in the responses,
attitudes toward the company are far more influenced by the level of corporate
credibility than attitudes toward the brand. On the other hand, consumers
attitude toward the company compared to that of the brand is less affected by
product cause relatedness. It was suggested that product-cause relatedness
directly affects attitude toward the product brand, whereas corporate
credibility directly influence corporate attitude. Shown that the two types of
attitude are highly correlated, these effects are likely to weaken as they are
passed on to company attitude and brand attitude. Attitude toward the brand is
more favorable for firms with a high credibility than for those with low
credibility. When firms support a cause consumers perceive as being related to
the products direct risk (e.g., obesity caused from eating hamburgers), not
only can attitude toward the brand become less favorable compared to when a
non-risk related cause or an unrelated cause is supported, but positive effect of
cause- related marketing actually backfires.
Hunjra, Azam, & Humayoun, (2012) made a study on Cause related marketing
and its impact on sales: mediating by brand loyalty and customer purchase
intention. In this study CRM and sales are tested so as to strike in any relation
and examine the impact of CRM campaigns on brand loyalty, consumer
purchase intention and ultimately on sales. The research design involved
distributing questionnaires among students and employees at different
universities and organizations. A total of 629 people filled questionnaires. A
five point Likert scale was used to assess the respondents' level of agreement
or disagreement. This study reviews the affects of CRM on sales specifically
in FMCG sector of Pakistani market, also some factors like brand loyalty and
consumer purchase intention participate in it and enhance the results. After an
intense literature review in this study, five hypothesis were developed CRM
campaigns have positive impact on consumer purchase intention, CRM
campaigns have positive impact on brand loyalty, Consumer purchase
intention has positive impact on sales, Brand loyalty has positive impact on
sales, CRM has positive impact on sales. This study concludes that cause
related marketing campaigns have positive influence on sales activities of
companies. This link is also mediated by brand loyalty and consumer purchase
intention that eventually has positive effect on sales. It is witnessed through
this study; it helps to increase customer base strategies. It also helps in
capturing more market share along with it increased brand loyalty index,
which pursue customers to make repetitive and bulk purchases.
In the study titled, Does cause congruence affect how different corporate
associations influence consumer responses to cause-related marketing? By
Chen, Su, & He, (2013), it is examined how diverse corporate affiliations may
impact customer assessments and buy plan in light of Cause related

advertising (CRM) and whether this effect is dependent upon harmony
between the reason and the organization. The test study, is based on 660
members, uncovers that both corporate capacity affiliation and corporate
social obligation affiliation may improve item assessment; this impact is
intervened through organization and CRM evaluations. The study likewise
uncovers how these assessments identify with buy proposition. Besides, by
distinguishing the interaction between corporate affiliations and reason
coinciding, the study's results recommend that incongruent reasons are ideal
for organizations all the more unequivocally connected with corporate
capacity, while consistent reasons are best for organizations all the more
firmly connected with social obligation.
Chapter II
Industry Profile
Companies following Cause Related Marketing

2.1 Procter & Gamble Co. (P&G)
Procter & Gamble Co. (P&G) is an American company based in Cincinnati,
Ohio that manufactures a wide range of consumer goods. In India Proctor &
Gamble has two subsidiaries: P&G Hygiene and Health Care Ltd. and P&G
Home Products Ltd. P&G Hygiene and Health Care Limited is one of India's
fastest growing Fast Moving Consumer Goods Companies with a turnover of
more than Rs. 500 crores. It has in its portfolio famous brands like Vicks &
Whisper. P&G Home Products Limited deals in Fabric Care segment and Hair
Care segment. It has in its kitty global brands such as Ariel and Tide in the
Fabric Care segment, and Head & Shoulders, Pantene, and Rejoice in the Hair
Care
segment.
Today, Proctor & Gamble is the second largest FMCG Company in India after
Hindustan Unilever Limited.
Procter & Gamble (P&G) Cause-Related Marketing initiative
P&G includes conservational sustainability and social conscience to define
sustainability.
P&G Is measured to be the worlds best cause marketer. P&G has been
constantly taking up several CRM initiatives in every country they operate in.
If we talk about Shiksha it is an important part of P&G's philanthropy program
- Live, Learn & Thrive - focused on the development of children in need
across the globe. It is an exceptional method that permits customers in India to
lead social change in the area of education for underprivileged children.
Whenever, a consumer buys a large pack of Ariel, Tide, Vicks, Whisper,
Pantene, Gillette Mach 3, Head & Shoulders, Duracell, Oral B or Pampers
during the months of April - July, P&G donates a part of the profits to its
NGO partners who then organize the funds through various projects across the
country. Irrespective of sales, P&G will commit a minimum of Rs.1crore
towards the donation funds of Shiksha every year. With a motto of Padhega
India, Badhega India - Shiksha believes that the secret to a brighter India lies
in the quality education of our children.
Shiksha has been successful in impacting 150,000 children so far, in
association with leading NGOs - Round Table India (RTI), Child Rights &
You (CRY), NGO Round Table India is spearheading the identification,
establishment, completion and maintenance of RTI Shiksha School projects in
the country as a joint partner bringing onboard expertise in building schools as
well as contribution towards funds.
Strategy used by P&G
o
Utilize celebrities as Shiksha supporters to create impact of the initiative and

the cause
Drive mass involvement of consumers with brand Shiksha via exciting

influencer media events which drive word of mouth and awareness of
Shiksha
Partner with a leading media channel by leveraging the cause and also
offering exclusive content
2.2 Hindustan Unilever ltd.

Hindustan Unilever Limited (HUL) is an old and one of the best
Indian consumer goods company based in Mumbai, Maharashtra. HUL's
products include foods, beverages, cleaning agents and personal care products.
HUL is one of the market leaders in Indian consumer products with presence
in over 20 consumer categories such as soaps, tea, detergents and shampoos
amongst others with over 700 million Indian consumers using its products.
Eighteen If we talk about the most trusted brands oh FUL in the top (their
rankings in brackets) are: Clinic Plus, Lifebuoy , Fair & Lovely, Rin, Surf
Excel, Lux , Pepsodent , Closeup , Ponds , Sunsilk , Dove , Vim, Pears ,
Lakme, Vaseline,Wheel, Hamam and Rexona.
Hindustan Unilever ltd. Cause-Related marketing initiative:
HUL conducted such a short-term campaign for its Surf brand ( known as
10/10 contest ) where for a sale of every 1 kg pack, a fixed amount was
donated to certain NGOs operating in the area of child-education for the
deprived section of the society. These initiatives may give some positive
responses to the brand for a short term.
In India , HUL supports a long term cause-branding initiative for its
Lifebuoy brand ( Lifebuoy SwasthyaChetana) with the objective of spreading
the awareness of importance of washing the hands with soap in rural India.
2.3 ITC Limited
ITC Limited or ITC is an Indian conglomerate headquartered in Kolkata, West
Bengal. Its diversified business includes five segments: Fast Moving
Consumer Goods (FMCG), Hotels, Paperboards, Paper & Packaging and Agri
Business. A line of premium range of notebooks under brand Paperkraft was
launched in 2002. To reach a wider student population, a range of notebooks
was launched under brand Classmate in 2003. Classmate over the years has
grown to become Indias largest notebook brand. In Years 2007 - 2009 they
launched Children Books, Slam Books, Geometry Boxes, Pens and Pencils
under the Classmate brand. In 2008, ITC repositioned the business as the
Education and Stationery Products Business and launched India's first
environment friendly premium business paper under the Paperkraft brand.
Paperkraft offers a diverse portfolio in the premium executive stationery and
office consumables segment. ITC introduced Essenza Di Wills, a range of
fragrances and bath & body care products for men and women in July 2005.
The company launched 'Fiama Di Wills' range of Shampoos, Shower Gels and
Soaps in 2007. The Company also launched the 'Superia' range of Soaps and
Shampoos in the mass-market segment in 2007 and Vivel De Wills & Vivel
range of soaps and shampoos in 2008.
ITC ltd. Cause-Related marketing initiative:
ITC has launched their Classmate notebooks with the initiative of donating 1
rupee towards the education of underprivileged students.
ITC Classmate, has also launched a program called Classmate Ideas for India
challenge. This program would be a part of the company's centenary
initiative. The nation-wide program would invite ideas of the youth, who have
the potential to transform India. Classmate Ideas for India challenge plans to
reach out to 25 lakh students across 30 cities, 500 schools and 200 colleges
across the country.
2.4 Tata Tea Ltd.
Tata Tea was set up in 1964 through a joint venture with UK-based James
Finlay and the Tata Group for manufacturing tea and coffee. Currently Tata
Tea and the UK-based Tetley group have the worlds second largest branded
tea operations with a presence in 40 countries. The company has portfolio of
five brands in the domestic market namely Tata Tea, Tetley, Kanan Devan,
Chakra Gold and Gemini. Tata Tea has evolved from being a brand that
promised freshness of the tea gardens, to a brand that awakens every Indian.
We have come to stand for a way of life to our consumers.
The brand enjoys almost 'legendary' status in India as a trusted 'Super brand'
that not only enjoys market leadership in branded packet tea, but has also
transformed the way beverages are marketed through its 'Jaago Re' campaigns.
Tata Tea has promoted social awakening and action encouraging young
people to vote, inviting consumers to pledge against bribery and
through www.jaagore.com bringing citizen volunteers together with 70+
NGOs to give their time for a range of good causes.
The brand has also initiated the Tata Tea Jaago Re Inter Milan Soccer Stars
program. This is a unique soccer tournament that promotes soccer among
school children and helps talented young soccer players in India to access the
best in terms of infrastructure, training and above all an International platform
to exhibit India's future talent.
TATA Tea ltd. Cause-Related marketing initiative:
The company seems to have got the faultless blend of ad campaign and social
awareness programs. When it launched the Jaago Re campaign in 2007, it had
no idea what it stumbled on to. Jaago Re meaning Wake Up was a brand
campaign to bring all the Tata brands of tea.. The marriage between Jaago Re,
a social awakening, and Tata Tea created a case study for any cause marketing
campaign not only because of the scale of the idea but also for its reach.
Mr. Sanjiv Sarin, regional president, South Asia, Tata Global Beverages, says,
"While tea may wake you up, Tata Tea awakens you. The campaign
demonstrated Tata Tea's thought leadership in positioning tea as a medium of
'social awakening' and not just 'physical awakening'.
While the theme matched the anxiety of youngsters, it also helped Tata Tea
reach scale. By propagating their theme during the 2009 elections, the
campaign ensured that it addressed at least 720-780 million people, those
above 18 and eligible to vote.
Company has been able to ride the wave of movements in social activism.
After the buzz of elections died down, and even before anyone could
anticipate the spate of corruption scandals that would unfold in the years to
come, Jaago Re had moved on to the theme of corruption. They decided to
take on a campaign that saw two lakh people pledging never to bribe again.
This is what made Jaago Re a huge success. Tata Tea did not stop there. Since
the online format would help only those with Internet connectivity, it built
teams to go on the ground to help people vote. Talks were organized in over
200 of India's largest colleges and companies to spread the message and to
organize on-the-spot voter registration drives.
The campaign also became agnostic to the medium but loyal to the message.
Tata Tea put its muscle behind every single communication medium: TV,
print, radio, online, and even sent volunteers to places that have no access to
these forms of communication.
Chapter III
Research Methodology
3.1 Objectives of the study:

The objective of the research is to study the increased competitive advantage
by the use of Social Cause Related Marketing.
1. To find out the products/brands that are used by corporate houses for
promotion by integrating it with CRM
2. To compare the products/brands using CRM vis--vis not using CRM
3. To study the perception of the customer with respect to

products/brands being promoted by CRM
3.2 Research Design

A research design is a detailed blue print used to guide a research study
towards its objectives. Its a series of decisions taken together comprising of a
master plan or a model for the conduct of a research on consonance with the
research objectives. It details the procedures necessary for obtaining the
information needed to structure or solve the marketing research problems.
Traditionally there are three types of research designs namely exploratory
research design, descriptive research designs and causal research designs.
Exploratory Research Design: It is an unstructured and informal research
that is undertaken to gain background information about the general nature of
the research problem under consideration. It is conducted when the researcher
does not have sufficient knowledge about the problem and needs additional,
new or recent information. The researcher knows very little about consumer
reaction to market stimuli to permit the drawing of a sound hypothesis. This
type of research design is very flexible and versatile.
Descriptive Research Design: It is a more hypothesis, pre-planned and
formal research in which information is clearly defined and there is prior
formulation of specific hypothesis. It is undertaken to provide answers to
questions of who, what, where, when and how but not why and these studies
collect data for a definite purpose. It does not show a direct cause and effect
between the variables under study.
Causal Research Design: This type of research design is most appropriate
when it is necessary to show that one variable causes or determines the values
of the other variables. It includes understanding a problem in terms of

conditional statements of the form If X, then Y
In this project we have used both Exploratory and Descriptive Research
Design
3.3 Participants
A sample size of 220 respondents was taken, with responses from men and
women. Number of male respondents were 131 and female respondents 89.
3.4 Data Collection

Primary Data
This is the second stage in a market research project that determines the most
efficacious way to collect information that is anticipated to provide answers to
the research questions. It involves determining what data source to use, the
type of research approach to take, how to limit distortions of the data. It is
better to go for primary data since it is first hand information and there is less
chance of personal bias and information can be collected with accuracy at the
same time. It could be re tabulated and survey concerned in various forms this
data can be used. For collecting data I have chosen the personal interview &
questionnaire method. Data required for the study is collected first hand from:
The consumers who consume products, which are related to, such social
causes or are aware of cause-related marketing promotions.
Secondary data
Secondary data are not first-hand information. Secondary data are those that
have been collected by other organization like government agencies, financial
organization, newspapers and magazines. The secondary data was collected
from books, magazines and authenticated websites.
Company records
Internet
Newspapers
Magazines
Online Journals
3.5 Software used

Software is any set of machine-readable instructions mostly in the form of a
computer program that directs a computers processor to perform specific
operations. The software used in this research is IBM SPSS Statistics.
3.6 Limitations of the Study
Respondents were not getting easily convinced for filling up for

questionnaire.
The information given by the respondents may not be right.
Lack on part of the respondents may lead to wrong Conclusion.
Chapter IV
Data Analysis and
Interpretation
4.1 Descriptive Analysis

It literally implies the description of the data like how many respondents have
answered a particular question.
Q1.Do you think Corporate should associate its brand with Cause Related
Marketing?
Frequency Percent Valid Percent
Valid
Cumulative Percent
Yes
186
84.5
84.5
84.5
No
34
15.5
15.5
100.0
Total
220
100.0
100.0
Table 4.1.1.1
Fig 4.1.1.1
Inference: 84.55%of people think that it is very important for a company to
associate their brands with Cause Related Marketing.
Q2. Do you think corporate should promote its brand that it is using Cause
Related Marketing?
Valid
Frequency
Percent
Valid Percent
Cumulative Percent
Yes
155
70.5
70.5
70.5
No
65
29.5
29.5
100.0
Total
220
100.0
100.0
Table 4.1.2.1
Fig 4.1.2.1
Inference: 70.45% people think that corporate should promote its brand that
they are using CRM activities to promote their brands as well as increase their
goodwill with the help of CRM activities
Q3. I often see Cause Related Marketing Promotions.

Valid
Frequency Percent Valid Percent Cumulative Percent
Strongly Disagree
1.4
1.4
1.4
Disagree
21
9.5
9.5
10.9
Neutral
75
34.1
34.1
45.0
Agree
98
44.5
44.5
89.5
Strongly Agree
23
10.5
10.5
100.0
Total
220
100.0
100.0
Table 4.1.3.1
Fig 4.1.3.1
Inference: 44.55% people agree that they have often see CRM related
marketing promotions and 9.55% people disagree that they had not seen CRM
marketing promotions not often.
Q4. Is it simple to identify the company with its cause on which it is

promoting?
Valid
Yes
Frequency
Percent
Valid Percent
Cumulative Percent
192
87.3
87.3
87.3
No
28
12.7
12.7
Total
220
100.0
100.0
Table 4.1.4.1
100.0
Fig 4.1.4.1
Inference: 70.45% people think that corporate should promote its brand that
they are using CRM activities to promote their brands as well as increase their
goodwill with the help of CRM activities.
Q5. Are you ready to pay a bit higher price for the company's product, which
is related to a social cause?
.
Valid Frequency
Percent
Valid Percent
Cumulative Percent
Yes
143
65.0
65.0
65.0
No
77
35.0
35.0
100.0
Total
220
100.0
100.0
Table 4.1.5.1
Fig 4.1.5.1
Inference: 65% of people say that they are ready to pay a bit higher price for
the companys products which are related to a social cause.
Q6. In your opinion do company promote brands with Cause Related

Marketing to overcome competition?
Frequency
Percent
Valid Percent
Cumulative
Percent
Yes
160
72.7
72.7
72.7
No
60
27.3
27.3
100.0
Total
220
100.0
100.0
Valid
Table 4.1.6.1
Fig 4.1.6.1
Inference: 72.73% people say that the companies are doing these types of
activities to overcome competition.
Q7. Please mark the most suitable option:

A) Companies who do CRM activities give a favorable impression to
society.
Valid
Cumulative
Percent
Strongly Disagree
4.1
4.1
4.1
Disagree
24
10.9
10.9
15.0
Neutral
47
21.4
21.4
36.4
Agree
110
50.0
50.0
86.4
Strongly Agree
30
13.6
13.6
100.0
Total
220
100.0
100.0
Table 4.1.7.1
Fig 4.1.7.1
Inference: 50% of people agree that the companies do CRM activities give a
favorable impression to the society.
B) In todays Scenario it is important for a company to be socially

responsible.
Valid
Cumulative
Percent
Strongly Disagree
4.1
4.1
4.1
Disagree
.9
.9
5.0
Neutral
48
21.8
21.8
26.8
Agree
113
51.4
51.4
78.2
Strongly Agree
48
21.8
21.8
100.0
Total
220
100.0
100.0
Table 4.1.7.2
Fig 4.1.7.2
Inference: 51.63% think that in todays Scenario it is important for a
company to be socially responsible.
C) CRM have a positive impact on countrys development growth

Valid
Cumulative Percent
Strongly Disagree
12
5.5
5.5
5.5
Disagree
19
8.6
8.6
14.1
Neutral
82
37.3
37.3
51.4
Agree
80
36.4
36.4
87.7
Strongly Agree
27
12.3
12.3
100.0
Total
220
100.0
Table 4.1.7.3
100.0
Fig 4.1.7.3
Inference: 36.4% people agree that CRM have appositive impact on the
society that helps the company to do lots of CRM activities for the growth of
the company.
D) CRM is sometimes misused for profits

Valid
Strongly Disagree
21
9.5
9.5
9.5
Disagree
.9
.9
10.5
Neutral
58
26.4
26.4
36.8
Agree
77
35.0
35.0
71.8
Strongly Agree
62
28.2
28.2
100.0
Total
220
100.0
100.0
Table 4.1.7.4
Fig 4.1.7.4
Inference: 35% of respondents agree that the some corporate in India think
that the corporate who doing CRM activities are sometimes misused it only
for profit.
Descriptive Statistics
N
Minimum Maximum Mean
Std.
Deviation
Please mark the most

suitable option:
[Companies who do
CRM activities give a
favorable impression
to society.]
220
3.58
.992

suitable option: [In
todays Scenario it is
important for a
company to be socially
responsible.
220
3.86
.908

suitable option: [CRM
have a positive impact
on countrys
development growth]
220
3.41
.996

suitable option: [CRM
is sometimes misused
for profits]
220
3.73
1.162
Valid N (list wise)
220
Table 4.1.7.5
Q8. Will you stop using the products of the company if they stop contributing
to a social cause?
Valid
Frequency
Percent
Valid Percent
Cumulative Percent
Yes
85
38.6
38.6
38.6
No
135
61.4
61.4
100.0
Total
220
100.0
100.0
Table 4.1.8.1
Fig 4.1.8.1
Inference: 61.36% people say that they will not stop using the products of the
company if they stop contributing to a social cause.
Q9.Which is the best source to promote Cause Related Marketing?

Newspaper
126
25%
TV
160
31%
Billboards
23
5%
Internet
116
23%
Campaigns
81
16%
Other
1%
Table 4.1.9.1
Sales
Newspaper
TV
Billboards
Internet
Campaigns
Other
Fig 4.1.9.1
Inference: 31% of people think that TV is the best source to promote Cause
Related Marketing.
Q10. If you have to choose between different brands with the same price and
quality, you will choose the brand that you know supports a social cause.
.
Valid
Frequency
Percent
Valid Percent
Cumulative
Percent
Strongly Disagree
10
4.5
4.5
4.5
Disagree
18
8.2
8.2
12.7
Neutral
49
22.3
22.3
35.0
Agree
106
48.2
48.2
83.2
Strongly Agree
37
16.8
16.8
100.0
Total
220
100.0
100.0
Table 4.1.10.1
Fig 4.1.10.1
Inference: 48.18% respondents agree that between different brands with the
same price and quality, they will choose the brand that they know supports a
social cause.
Q11. Do you agree most statements made by the companies in advertising or
product labels about supporting a social cause are true and they are actually
spending that amount on some noble social cause?
Valid
Cumulative
Percent
Strongly Disagree
2.3
2.3
2.3
Disagree
32
14.5
14.5
16.8
Neutral
85
38.6
38.6
55.5
Agree
81
36.8
36.8
92.3
Strongly Agree
17
7.7
7.7
100.0
Total
220
100.0
100.0
Table 4.1.11.1
Fig 4.1.11.1
Inference: 36.82% respondents agree that the most statements made by the
companies in advertising or product labels about supporting a social cause are
true and they are actually spending that amount on some noble social cause.
Q12. Try to identify this advertisement and answer the below questions
accordingly:
I remember this Ad campaign
Valid
Cumulative
Percent
Strongly Disagree
.9
.9
.9
Disagree
16
7.3
7.3
8.2
Neutral
54
24.5
24.5
32.7
Agree
109
49.5
49.5
82.3
Strongly Agree
39
17.7
17.7
100.0
Total
220
100.0
100.0
Table 4.1.12.1
Fig 4.1.12.1
Inference: 49.55% respondents remember this Ad campaign. This seems that
the corporate is making a good effort in CRM activities.
Q13. Based on the above advertisement, answer the following.
A) The Ad message is understandable

Valid
Cumulative
Percent
Strongly Disagree
2.7
2.7
2.7
Disagree
21
9.5
9.5
12.3
Neutral
49
22.3
22.3
34.5
Agree
119
54.1
54.1
88.6
Strongly Agree
25
11.4
11.4
100.0
Total
220
100.0
100.0
Table 4.1.13.1
Fig 4.1.13.1
Inference: 54.09% respondents agree that the message given by this campaign
is understandable to them.
B) The message in the Ad is Authentic.

Cumulative
Percent
Valid
Strongly Disagree
2.7
2.7
2.7
Disagree
19
8.6
8.6
11.4
Neutral
66
30.0
30.0
41.4
Agree
110
50.0
50.0
91.4
Strongly Agree
19
8.6
8.6
100.0
Total
220
100.0
100.0
Table 4.1.13.2
Fig 4.1.13.2
Inference: 50% of respondents agree that the message they want to give
through this ad campaign of CRM is authentic.
C) The benefits described in the Ad are believable to me.

Valid
Strongly Disagree
2.3
2.3
2.3
Disagree
16
7.3
7.3
9.5
Neutral
75
34.1
34.1
43.6
Agree
103
46.8
46.8
90.5
Strongly Agree
21
9.5
9.5
100.0
Total
220
100.0
100.0
Fig 4.1.13.3
Fig 4.1.13.3
Inference: 46.82% of respondents agree that the benefits described in
the Ad are believable to me.
D) After viewing this Ad, I would consider purchasing the product.

Valid
Cumulative
Percent
Strongly Disagree
1.8
1.8
1.8
Disagree
23
10.5
10.5
12.3
Neutral
98
44.5
44.5
56.8
Agree
80
36.4
36.4
93.2
Strongly Agree
15
6.8
6.8
100.0
Total
220
100.0
100.0
Fig 4.1.13.4
Fig 4.1.13.4
Inference: 36.36% respondents think after viewing this ad they are ready to
buy this product as it is doing a CRM campaign.
E) This Ad is much better than other Ads for products in this product
category.
Valid
Cumulative
Percent
Strongly Disagree
1.8
1.8
1.8
Disagree
25
11.4
11.4
13.2
Neutral
85
38.6
38.6
51.8
Agree
86
39.1
39.1
90.9
Strongly Agree
20
9.1
9.1
100.0
Total
220
100.0
100.0
Fig 4.1.13.5
Fig 4.1.13.5
Inference: 39.09% respondents say that CRM campaign ad of this product is
much better than the other ads for products in this same product category.
Descriptive Statistics- Table 4.1.13.6
N Minimum Maximum Mean
Std.
Deviation
Based on the above advertisement,

answer the following. Please mark
220
on your opinion [The Ad message
is Understandable]
3.62
.906

220
on your opinion [The message in
the Ad is Authentic.]
3.53
.873

on your opinion [The benefits
220
described in the Ad are believable
to me.]
3.54
.851

on your opinion [After viewing
220
this Ad, I would consider
purchasing the product.]
3.36
.829

on your opinion [This Ad is much 220
better than other Ads for products
in this product category.]
3.42
.875
Valid N (list wise)
220
Q14.Try to identify this advertisement and answer the below questions

accordingly:
Valid
Cumulative
Percent
Strongly Disagree
2.3
2.3
2.3
Disagree
2.7
2.7
5.0
Neutral
34
15.5
15.5
20.5
Agree
129
58.6
58.6
79.1
Strongly Agree
46
20.9
20.9
100.0
Total
220
100.0
100.0
Table 4.1.14.1
Fig 4.1.14.1
Inference: 58.64% respondents agree that they remember this ad campaign
completely
Q15.Based on the above advertisement, answer the following.
Please mark on your opinion
A)The Ad message is Understandable

Valid
Cumulative
Percent
Strongly Disagree
1.8
1.8
1.8
Disagree
10
4.5
4.5
6.4
Neutral
41
18.6
18.6
25.0
Agree
122
55.5
55.5
80.5
Strongly Agree
43
19.5
19.5
100.0
220
100.0
Table 4.1.15.1
100.0
Total
Fig 4.1.15.1
Inference: 55.45% respondents agree that the message is understandable to
them and they can easily get to know what the corporate is trying to say.
B) The message in the Ad is Authentic

Valid
Cumulative
Percent
Strongly Disagree
1.8
1.8
1.8
Disagree
3.2
3.2
5.0
Neutral
57
25.9
25.9
30.9
Agree
117
53.2
53.2
84.1
Strongly Agree
35
15.9
15.9
100.0
Total
220
100.0
100.0
Table 4.1.15.2
Fig 4.1.15.2
Inference: 53.18% respondents agree that the message in the ad Authentic to
the customers.
C)The benefits described in the Ad are believable to me.

Valid
Cumulative
Percent
Strongly Disagree
2.3
2.3
2.3
Disagree
2.7
2.7
5.0
Neutral
58
26.4
26.4
31.4
Agree
114
51.8
51.8
83.2
Strongly Agree
37
16.8
16.8
100.0
220
100.0
Table 4.1.15.3
100.0
Total
Fig 4.1.15.3
Inference: 51.82% respondents agree that the benefits described in the ad are
believable to them and they can easily trust on this ad.

Valid
Cumulative
Percent
Strongly Disagree
1.8
1.8
1.8
Disagree
3.6
3.6
5.5
Neutral
67
30.5
30.5
35.9
Agree
104
47.3
47.3
83.2
Strongly Agree
37
16.8
16.8
100.0
220
100.0
Table 4.1.15.4
100.0
Total
Table 4.1.15.4
Inference: 47.27% respondents agree that the after viewing this ad, they
would consider purchasing this product.
E) This Ad is much better than other Ads for products in this product category.
Valid
Cumulative
Percent
Strongly Disagree
2.7
2.7
2.7
Agree
10
4.5
4.5
7.3
Neutral
71
32.3
32.3
39.5
Agree
95
43.2
43.2
82.7
Strongly Agree
38
17.3
17.3
100.0
220
100.0
Table 4.1.15.5
100.0
Total
Table 4.1.15.5
Inference: 43.18% think that this ad is much better than other ads for products
in product category.
Std.
Deviation

220
is Understandable]
3.86
.844

220
3.78
.815

on your opinion [The benefits
220
to me.]
3.78
.837

on your opinion [After viewing
220
3.74
.846

3.68
.907
Valid N (list wise)
220
Table 4.1.15.6
accordingly:
Valid
Cumulative
Percent
Strongly Disagree
2.3
2.3
2.3
Disagree
.9
.9
3.2
Neutral
24
10.9
10.9
14.1
Agree
123
55.9
55.9
70.0
Strongly Agree
66
30.0
30.0
100.0
Total
220
100.0
100.0
Table 4.1.16.1
Fig 4.1.16.1
Inference: 55.91%agree that they remember this ad campaign completely.
Q17.Based on the above advertisement, answer the following.
A) The Ad message is understandable

Valid
Cumulative
Percent
Strongly Disagree
2.7
2.7
2.7
Disagree
2.7
2.7
5.5
Neutral
32
14.5
14.5
20.0
Agree
120
54.5
54.5
74.5
Strongly Agree
56
25.5
25.5
100.0
Total
220
100.0
100.0
Table 4.1.17.1
Fig 4.1.17.1
Inference: 54.55% respondents agree that the message in this ad is
understandable to them.

Valid
Cumulative
Percent
Strongly Disagree
3.6
3.6
3.6
Disagree
1.4
1.4
5.0
Neutral
46
20.9
20.9
25.9
Agree
119
54.1
54.1
80.0
Strongly Agree
44
20.0
20.0
100.0
Total
220
100.0
100.0
Table 4.1.17.2
Fig 4.1.17.2
Inference: 54.09% respondents agree that the message in this ad is
authentic.

Valid
Cumulative
Percent
Strongly Disagree
3.2
3.2
3.2
Disagree
1.8
1.8
5.0
Neutral
49
22.3
22.3
27.3
Agree
113
51.4
51.4
78.6
Strongly Agree
47
21.4
21.4
100.0
Total
220
100.0
100.0
Table 4.1.17.3
Fig 4.1.17.3
Inference: 51.36% respondents agree that the benefits described in the ad are
believable to them.

Valid
Cumulative
Percent
Strongly Disagree
.5
.5
.5
Disagree
11
5.0
5.0
5.5
Neutral
61
27.7
27.7
33.2
Agree
97
44.1
44.1
77.3
Strongly Agree
50
22.7
22.7
100.0
Total
220
100.0
100.0
Table 4.1.17.4
Fig 4.1.17.4
Inference: 44.09% of respondents agree that after viewing this a, they would
consider purchasing the product.
E) This Ad is much better than other Ads for products in this product
category.
Valid
Cumulative
Percent
Strongly Disagree
.5
.5
.5
Disagree
3.6
3.6
4.1
Neutral
67
30.5
30.5
34.5
Agree
101
45.9
45.9
80.5
Strongly Agree
43
19.5
19.5
100.0
Total
220
100.0
100.0
Table 4.1.17.5
Fig 4.1.17.5
Inference: 45.91% think that this ad is much better than other ads for products
in product category.
Std.
Deviation

220
is Understandable]
3.97
.870

220
3.85
.879

on your opinion [The benefits 220
to me]
3.86
.883

on your opinion [After viewing 220
3.84
.850

3.80
.807
Valid N (list wise)
220
Table 4.1.17.6

accordingly:
Valid
Cumulative
Percent
Strongly Disagree
48
21.8
21.8
21.8
Disagree
52
23.6
23.6
45.5
Neutral
58
26.4
26.4
71.8
Agree
46
20.9
20.9
92.7
Strongly Agree
16
7.3
7.3
100.0
Total
220
100.0
100.0
Table 4.1.18.1
Fig 4.1.18.1
Inference: Only 20.91% respondents say that they remember this ad
completely.
Q19. Based on the above advertisement, answer the following.

A) The Ad message is Understandable
Valid
Cumulative
Percent
Strongly Disagree
43
19.5
19.5
19.5
Disagree
65
29.5
29.5
49.1
Neutral
58
26.4
26.4
75.5
Agree
39
17.7
17.7
93.2
Strongly Agree
15
6.8
6.8
100.0
Total
220
100.0
100.0
Table 4.1.19.1
Fig 4.1.19.1
Inference: 29.55% of respondents disagree that they did not understand the
message what the company is trying to say.
Valid
Cumulative
Percent
Strongly Disagree
42
19.1
19.1
19.1
Disagree
61
27.7
27.7
46.8
Neutral
69
31.4
31.4
78.2
Agree
36
16.4
16.4
94.5
Strongly Agree
12
5.5
5.5
100.0
Total
220
100.0
100.0
Table 4.1.19.2
Fig 4.1.19.2
Inference: 31.36% 0f respondents say that they have neutral reaction towards
the authentication of this ad.
Valid
Cumulative
Percent
Strongly Disagree
39
17.7
17.7
17.7
Disagree
60
27.3
27.3
45.0
Neutral
79
35.9
35.9
80.9
Agree
31
14.1
14.1
95.0
Strongly Agree
11
5.0
5.0
100.0
Total
220
100.0
100.0
Table 4.1.19.3
Fig 4.1.19.3
Inference: 35.91% of respondents had neutral response about the benefits
described in this ad is believable to them
Valid
Cumulative
Percent
Strongly Disagree
25
11.4
11.4
11.4
Disagree
47
21.4
21.4
32.7
Neutral
96
43.6
43.6
76.4
Agree
44
20.0
20.0
96.4
Strongly Agree
3.6
3.6
100.0
Total
220
100.0
100.0
Table 4.1.19.4
Fig 4.1.19.4
Inference: 43.64% respondents has neutral response about after viewing this
ad, they would consider to purchase this product or not.
E) This Ad is much better than other Ads for products in this product category.
Valid
Cumulative
Percent
Strongly Disagree
38
17.3
17.3
17.3
Disagree
50
22.7
22.7
40.0
Neutral
92
41.8
41.8
81.8
Agree
26
11.8
11.8
93.6
Strongly Agree
14
6.4
6.4
100.0
Total
220
100.0
100.0
Table 4.1.19.5
Fig 4.1.19.5
Inference: 41.82% of respondents have neutral response about this ad
is much better than other Ads for products in this product category
4.2 Inferential Analysis

It is the testing of hypothesis in which a sample is chosen, studied and used to
generalize the results of the sample to the target population that it represents.
Independent t tests 1
Grouping variable: Gender

Null hypothesis H0: The Respondents are not willing to pay a higher price to
the CRM companies with respect to gender.
Alternate hypothesis H1: The respondents are ready to pay higher price to
the CRM companies with respect to gender.
Independent Samples Test

Levene's Test
for Equality of
Variances
F
Are you
ready to pay a
bit higher
price for the
company's
product,
which is
related to a
social cause?
Equal
variances
assumed
Equal
variances
not
assumed
1.155
Sig.
.284 .529
df
218
T-test for Equality of Means

95% Confidence Interval of
Sig.
the Difference
(2Mean Std. Error
tailed) Difference Difference Lower
Upper
.597
.035
.066
-.095
.164
.531 196.490 .596
.035
.065
-.094
.163
Table 4.2.1.1
Interpretation: Therefore, we reject H1 in favor of H0. We accept the null
hypothesis i.e. there is no significance between the difference in the opinion
that the respondents are ready to pay a bit higher price to the CRM companies
with respect to gender. In other words, females do mind paying a higher price
for CRM activities in comparison to men.
Chapter V
Findings and Suggestions
5.1 Findings:
84.55% of people think that it is very important for a company to

associate their brands with Cause Related Marketing.
70.45% people think that corporate should promote its brand that they
are using CRM activities to promote their brands as well as increase
their goodwill with the help of CRM activities
44.55% people agree that they have often seen Cause Related
Marketing promotions and 9.55% people disagree that they have not
seen CRM promotions often.
65% of people say that they are ready to pay a bit higher price for the
companys products that are related to a social cause.
72.73% people say that the companies are doing these types of
activities to overcome competition.
50% of people agree that the companies that do CRM activities have a
favorable impression in the society.
51.63% think that in todays Scenario it is important for a company to

be socially responsible.
36.4% people agree that CRM has a positive impact on the society,
which helps the company to do lots of CRM activities for the growth
of the company.
35% of respondents agree that the some corporates in India think that
the corporates that are doing CRM activities are sometimes misused it
only for profit.
61.36% people say that they will not stop using the products of the
company if they stop contributing to a social cause.
31% of people think that TV is the best source to promote Cause

Related Marketing.
48.18% respondents agree that between different brands with the same
price and quality, they will choose the brand that they know supports a
social cause.
36.82% respondents agree that the most statements made by the

companies in advertising or product labels about supporting a social
cause are true and they are actually spending that amount on some
noble social cause.
5.2 Recommendations:
To build a competitive advantage and to create a brand image and

awareness among the society Cause-Related Marketing helps a
company a lot as it gives a favorable impression to the society.
A company can easily increase their revenue and sales with such social
cause promotions as people would not mind paying a rupee extra for a
product, which is contributing, to a social cause and rather people have
a tendency to buy a product which is associated with social cause
campaign.
Company should provide some evidence to showcase the actually

spending of the money, which is collected by the consumers in the
name of a social cause campaigns in order to make them believe that a
company is not doing anything unethical.
Company built an image in the minds of the present consumer and has
acquired customers on the basis of Cause-Related Marketing campaigns
and in order to attract new segment they need to continue with such
campaigns.
A brand ambassador for a social campaign should be the one to who

people could relate with the topic of the Campaign.
Company should give their message very clearly so that people can
easily understand what they are trying to say as many companies came
up with the Cause Related Marketing campaign but failed as they dont
give that message clearly.
5.3 Conclusion
Large percentage of population think that corporates should associate

their brands with CRM activities as well as promote the brand through
Cause Related Marketing for the welfare of the society.
Large percentage of population is well known to the concept of Cause

Related Marketing promotions that companies are doing now days to
promote their brand name and due to high influence of such promotions
they can easily recall the name of a company related to that campaign.
Most people say that they are even ready to pay a higher price for such
product that does social cause campaign and they will not switch over
to another brands if they know that the brand they use is actually
contributing to a society.
Many people have a perception that a company that is promoting a

social cause is actually contributing something good to society and also
helps to create a good impression in the society.
A very significant proportion of population said that a companys

responsibility doesnt end with fulfilling consumers demand but they
must also show some concern for the society.
There are a large number of people who say that they will not stop
using the product if the company stops contributing to a social cause
because now a company has already built an image in the mind of the
consumers and those consumers are now their loyal customers.
If people are getting same quality and price, they usually choose a
product that does Cause Related marketing campaigns because that
company has a better image and reputation among people.
There is some confusion in the minds of the people whether companies

actually spend money that they are collecting on the names of CauseRelated Marketing promotions. Because of which a significant portion
of the population thinks that these companies may not contribute in
development and growth of the society.
Cause Related Marketing campaign help a company to build a

competitive advantage, as people are now aware about the products of
the company and have a good perception about the company.
Very significant population think that the best way to promote Cause
Related Marketing is television and after this newspaper
Bibliography
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Annexures
Questionnaire
Q1. Do you think Corporate should associate its brand with Cause Related
Marketing?
Yes
No
Q2. Do you think corporate should promote its brand that it is using Cause
Related Marketing?
Yes
No
Q3. I often see CRM related Marketing Promotions.

Please rate the following on a scale of 1-5 (1-Strongly Disagree,2-Disagree,3Neutral,
4-Agree,5-Strongly Agree)
1) Strongly Disagree
2) Disagree
3) May be
4) Agree
5)
Strongly Agree
Q4) Is it simple to identify the company with its cause on which it is
promoting?
Yes
No
Q5. Are you ready to pay a bit higher price for the company's product which is
related to a social cause?
Yes
No
Q6. In your opinion do company promote brands with Cause Related

Marketing to overcome competition?
Yes
No
Q7. Please mark the most suitable option:

Strongly
Agree
Somewhat
Agree
Neither
Somewhat
Disagree
Strongly
Disagree
Companies that do
CRM activities
have a favorable
impression in the
society.
In todays
Scenario it is
important for a
company to be
socially
responsible.
CRM has a
positive impact on
countrys
development
growth
CRM is
sometimes
misused for profits
Q8. Will you stop using the products of the company if they stop contributing
to a social cause?
Yes
No
Q9. What is the best source to promote Cause Related Marketing?

Please mark as many as suitable.
a) Newspaper
b) Tv
c) Billboards
d) Internet
e) Campaigns
f) Others _______________
Q10. If you have to choose between different brands with the same price and
quality, you will choose the brand that you know supports a social cause.
Please rate the following on a scale of 1-5 (1-Strongly Disagree,2-Disagree,3Neutral,4-Agree,5-Strongly Agree)
2) Disagree
3) May be
4) Agree
5)
Strongly Agree
Q11. Do you agree most statements made by the companies in advertising or
product labels about supporting a social cause are true and they are actually
spending that amount on some noble social cause?
2) Disagree
3) Maybe
4) Agree
Strongly Agree
accordingly:
5)

2) Disagree
3) May be
4) Agree
5)
Strongly Agree
Q13. Based on the above advertisement, answer the following. Please mark on
your opinion
Strongly
Agree
Somewhat
Neither
Agree
Somewhat
Disagree
Strongly
Disagree
The ad message is
understandable.
The message in the
Ad is Authentic.
The benefits
described in the ad
are believable to
me.
After viewing this
ad, I would
consider
purchasing the
product.
This ad is much
better than other
ads for products in
this product
category.
accordingly:
Please rate the following on a scale of 1-5 (1-Strongly Disagree,2-Disagree,3Neutral, 4-Agree,5-Strongly Agree)
2) Disagree
3) May be
4) Agree
5)
Strongly Agree
your opinion
Strongly
Agree
Somewhat
Neither
Agree
Somewhat
Disagree
Strongly
Disagree
The ad message is
understandable.
The message in the
Ad is Authentic.
The benefits
described in the ad
are believable to
me.
After viewing this
ad, I would
consider
purchasing the
product.
This ad is much
better than other
ads for products in
this product
category.
accordingly:

2) Disagree
3) May be
4) Agree
5)
Strongly Agree
your opinion
Strongly Somewhat
Somewhat Strongly
Neither
Agree
Agree
Disagree Disagree
The ad message is
understandable.
The message in the
Ad is Authentic.
The benefits
described in the ad
are believable to me.
After viewing this
ad, I would consider
purchasing the
product.
This ad is much
better than other ads
for products in this
product category.

accordingly:
Please rate the following on a scale of 1-5 (1-Strongly Disagree,2-Disagree,3Neutral, 4-Agree, 5-Strongly agree)
2) Disagree
3) May be
4) Agree
5)
Strongly Agree
your opinion
Strongly Somewhat
Somewhat Strongly
Neither
Agree
Agree
Disagree Disagree
The ad message is
understandable.
The message in the
Ad is Authentic.
The benefits
described in the ad
are believable to me.
After viewing this
ad, I would consider
purchasing the
product.
This ad is much
better than other ads
for products in this
product category.
Name: ______________________
Gender:
Male
Female
Age Group
20-30
30-40
40-50
50-60
Occupation
Student
Service
Business
Other ______

Research On Cause Related Marketing

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Research On Cause Related Marketing

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A Study On The Increased Competitive Advantage By The

Use Of Social Cause Related Marketing

Department of Management Studies

This is to certify that, Reg. no. is a bonafide student of Bachelor

Dr. Jain Mathew

This is to certify that the project report, titled A study on the

I, , hereby declare that the project report, titled A study on the

Research Methodology and procedures

Objectives of the study

Limitations of the Study

Data Analysis And Interpretations

4.1.5.1 Ready to pay a bit higher price for CRM

4.1.9.1 Best source to promote Cause Related Marketing

4.1.17.4 Consider purchasing the product

Company associate its brand with CRM

Ready to pay a bit higher price for CRM

Simple to identify the company with its cause

Stop using the products of the company

Consider purchasing the product

1.1 Introduction to Marketing

Product development and management:

Though, this is interrelated to the department of

marketing, because your product must possess the essential

Standardization and grading:

Risk bearing function:

The process of moving a finished product from the point of production

After sales-service: In a more complex and technical product, you as a

Marketing is a science and workmanship:

Trade is quintessence of marketing:

Marketing is Goal Oriented:

Marketing is a nonstop process:

Marketing is Consumer Oriented:

Marketing begins with consumer and closures with consumer:

1.2 Competitive Advantage

Competitive advantages give an organization an edge over its adversaries and

1.3 Social Cause

1.4 Cause Related Marketing

How CRM activities work in a Corporate?

There are now many versions of cause-related marketing, but basically it is an

Purchase Plus. This is a campaign waged at the checkout line at grocery

Cobranded events and programs. Probably the best-known example of a

Social or public service marketing programs. Social marketing involves

encourage behavior change in a particular audience. An example is the

Transactional CRM: In this approach Firms adopt programs that

Engage in Educational or Awareness-Building Activities: In this

Licensingagreement :In this approach a corporation is permitted to use

Terms used in cause related marketing:

Cause-related marketing directly enhances sponsor sales and brand of a

Cause-related marketing is a respected and accepted business practice.

Cause-related marketing helps in heightens customer loyalty.

Cause-related marketing boosts a companys public image and helps

Cause-related marketing helps build employee morale and loyalty.

It improves employee productivity, skills and teamwork.

It helps a firm stand out in a crowded marketplace.

It builds a company that employees are proud to work for.

Breaking through advertising clutter

Low cost exposure

A broader customer base

1.5 Review of Literature

impact customer assessments and buy plan in light of Cause related

Companies following Cause Related Marketing

Utilize celebrities as Shiksha supporters to create impact of the initiative and

Drive mass involvement of consumers with brand Shiksha via exciting