Cause-related Marketing

You have been given the assignment of justifying cause-related marketing to your board of directors. What would be your primary argument in favor of such a proposal?

     Cause Related Marketing is a commercial activity by which businesses and causes form a partnership with each other to market an image, product or service for mutual benefit. It is a marketing tool used to help address the social issues of the day, through providing resources and funding, whilst at the same time addressing important business objectives. Today most of organization are looking for cause related marketing because its address people. And they believed consumer will increase when they show loyalty towards the people. My primary argument to board of director is to describe how Companies see cause-related marketing? It is as an opportunity to enhance corporate reputation, awareness, increase customer loyalty, build sales, and increase press coverage. They believe customers will increasingly look for signs of good corporate citizenship that go beyond supplying rational and emotional benefits.
In a cause related marketing organization announce some scheme for limited period of time within that period some of percentage of services are given to the consumer or people. It’s a better time to show their organization reputation and loyalty towards customer. I personally believe that the main function of cause related marketing is for establishment of a relationship between organization product and consumer (society) to achieve the beneficial of both party.

     For example if a dairy milk company announce that 2% of their total sales within a month will donate to a children’s charity then people who listened these announcement they are like to buy dairy milk chocolate than other because they feel they are contributing some fund indirectly to children’s charity. And they will feel proud and use dairy milk product. In this way consumption of dairy milk will increase.