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An investigation into the potential of implementing Cause Related Marketing in Barnados charity in the UK - Literature review Example

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Literature Review, Marketing Name Institution Literature Review and Marketing Cause Related Marketing Marketing is the process of anticipating, identifying and providing satisfaction to customers. Marketing entails conducting a research to understand what the customer exactly wants and thereby providing goods and services with respect to the customer needs and demands…
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An investigation into the potential of implementing Cause Related Marketing in Barnados charity in the UK

Download file to see previous pages... In the social marketing, the management takes much consideration of the customers’ needs with much concern on the needs of the wider society. Cause Related Marketing is a significant ingredient of this marketing mix (Stein, 2009; pg. 56) Cause-Related Marketing is describe as a commercial activity through which businesses and charities form a partnership for the purpose of marketing a product, an image or a service for a shared benefit. It is a tool that addresses the current social issues by providing resources and funding. Additionally, this tool addresses important business objectives. The Cause Related Marketing began getting its full attention recently. It was not until the CRM was much steamed to the marketers by the American Express, which had devised a promotion which promoted donations of a cent to restore the funds for the Statute of Liberty at every single time a customer made use of the American Express card (Lindsey, 2003; pg.67).  The campaign also included other elements like a one dollar donation to fund every new American Express account that had been approved. A true corporate partnership establishes openings for every party to develop joint business opportunities. In an investigation, a link with Barnardo’s, which is one of the UK’s best known charity brands, is found to do that (Petticrew & Roberts, 2005; pg. 87). It is a well know children’s charity organization. There would be numerous benefits on establishing cause-related marketing in Barnardo’s as this would become a simple and an effective way of increasing sales and customer loyalty. This can also promote a positive PR coverage and provide an increasing significant link for ethical customers to align themselves with the charitable cause. Involvement with this charity would create opportunities for a great PR and marketing. The Barnardo’s charity can assist in the promotion for the partnership through their network of close to ten media and communication managers situated in London regional offices and headquarters. This is a prominent national charity that has excellent links to local and national radio and television stations, as well as, with national and regional media. Cause Related Marketing is found to influence customer perceptions and their buying habits. This makes it a vital weapon in the marketing strategy which enhances corporate reputation and increases loyalty. It can build sales and benefit the society thus, becoming an intrinsic tool of the marketing strategy. The Cause Related Marketing has its strength over the traditional forms of marketing as it can provide the emotional and the racial engagement of the consumers (Neyland, 2008; pg. 78). It also incorporates the customer’s heart and their mind thus, giving it the potential to build an enduring and stronger relationship. So many companies in the UK have recognized the potential in the holistic management and corporation of the relationship of all stakeholders that will support the development of successful companies. Cause Related Marketing provides a high profile and an effective way for brand owners to strengthen their relationships, not only with the customers but with all stakeholders including the employees, suppliers, distributers, shareholders, opinion formers as well as a broad relationship with the wider community. Due to the interdependence between the wider communi ...Download file to see next pagesRead More
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The conclusion from this study states that cause-related marketing is a useful way of generating more profits for a company and it also helps the cause to get more donations. It helps the companies in gaining more profits because of the “halo” effect that is because of the charity cause and so it increases the companies’ sales and improves its reputation and attracts more consumers.

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