Adventure Works Sales Proposal

Cause Related Marketing :3M as a Corporate Sponsor of the Canadian Breast Cancer FoundationCopyright 2011, Richard Ivey School of Business FoundationSTUDY CASE IN THE CLASS OF MARKETING MANAGEMENTMBA Program, class of executive a 37 b

Reinaldo ManopoRendy WiryadinataRachma Respatiayu

3M is fundamentally a science-based company.3M Canada :Established : 1951Headquarter : London, Ontario.7 Manufacturing FacilityISO 9001 registeredEmployee : 1800Glance of 3M :Operated in more than 60 countriesGlobal Sales of $25 Bio Sold in nearly 200 countries Employed 79,000 employees globally

We produce thousands of imaginative products, and were a leader in scores of markets from health care and highway safety to office products and abrasives and adhesives. Our success begins with our ability to apply our technologies often in combination to an endless array of real-world customer needs.

What is our Business

Corporate Value4 Main ValueProviding Investor an attractive return through sustained, quality growth.Satisfying Customer with superior quality value and services.Respecting the Social and Physical EnvironmentCreating a company employee were proud to be part of 3m.

Caused Related Marketing

87% Customer likely to switch from one to another (quality & price equal) if second product associated with Good Cause.The brand can sold higher volume and command price 20 to 200% then competitor(Cone Inc Customer Survey 2007)

CRMCommitted to Community giving and being proud to support the community which is its employee lived and worked.Why Canadian Breast Cancer Foundation (CBCF)?CBCF had a relationship with the Susan G. Komen Foundation, which was aligned with the 3M counterpart in U.S;3Ms Canadian retailers were already corporate sponsors of CBCF;CBCFs organization culture closely aligned with 3Ms;CBCF had a strategy in place for building long-term relationships with its partners.

3M & CBCF Partnership3M can use the Canadian Breast Cancer Foundation name, logo and/or trademark.3M is provide a minimum annual license fee (an undisclosed amount) in addition to minimum product contribution of 10% of manufacture retail price.3M required to provide full disclosure of the benefit of the fund when raised through a customer purchase or promotion (I.e $1 each) on all packaging, advertising and promotional material.3M agrees to adhere to the Foundations brand standards3M Must provide accounting ReportCharitable Tax Receipt are not issued of caused marketing program (as governed by Canada Revenue Agency)

Integrated 2009 Campaign

Increasing Retail Channel Through Customer Promotional ActivityIn Store DisplayDeveloping Web Banner Customer Website Contest to win $ 5000 Shopping FreeMotivating Field Representative by Special Incentive

Multi Tactic Integral Marketing Plan

Public Relation CampaignWebActivation of Partnership with CBCFEmployee and Customer EngagementIn-Store DisplayConsumer ContestLocal Product Development

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Social Media contest : Win $ 5000 shopping free

Social Media contest : online games

SILENT AUCTION: RAISED $ 1700 FOR CHARITY

Tremendous result

Tremendous result - Contd

Tremendous result - Contd

What is Next campaign for next year, keep with very limited budgetWhat next product could be developed? Put concern on inventoryWere customer become pinked out?What is the best media to reach customer? What other ways?Should the Post it pinked ribbon revamped? Or new product?Should other 3m Product be incorporated with 3m? Last time it failed QUESTION FOR NEXT CHALLANGE

What is the next year Plan?Should we continue the partnership ? YesWHY WE NEED TO STAY :It took years to associate the post-it product with the caused, and so far it gave a very good result.We dont want to loose the loyal customer, if we move to the new campaign the customer may think that we leave the cancer survivor.To avoid customer of being pink out, we just need to put the logo on the product.

How about the Other ProductWe NEED NEW CAMPAIGNWHY WE NEED new campaign : The CBCF has been successfully in Post-it but not in other product The pink customized product might be success in the mature brand like post it but not others.The pink product only sellable on October (Near the Breast cancer day, but not in another month)3M need new innovation for the marketing campaign

What is the New Caused?What is the New Partner?

SCOTCHSHAREA CAMPAIGN FOR THE UNFORTUNATE CHILDREN TO GET BETTER EDUCATIONEducation represents the hopes, dreams and aspirations of children, families, communities and nations around the worldIrina Bokova - UNESCO

Why Education for Children?

57,8 Million Children Out-of-School of primary school age, 2000-2012SCOTCH TAPE

To Tape is to connect To Tape is to strengthenTo Tape is to uniteKnowledgeIntegrated marketing planIn-store displayPublic mediaEngage with customerIncreasing overall sales of scotch typeRedesign the display of scotch tape in the storeBillboard, banner, etc

FacebookInstagramYou tubeTv showstwitter

Various event to customerRunning for the childrenTV Shows : Hells Kitchen Challenge will be : The contestant must be able to cook through the children and also serve to the unfortunate children

You tube contestWhat knowledge have you share today?

Hashtag #scotchandshareMake some artwork with scotch tape and upload it to social media

RUNNING FOR THE CHILDREN

RUNNING FOR THE CHARITY

Partner for the new campaign

UNESCO has a long history of expertise and results; UNESCO staff possess multiple skills and a wide and varied knowledge base;UNESCO has global outreach and networks 195 Member States;UNESCO is a neutral organization working without profit , it is a platform for exchange;UNESCO provides opportunities and a strong base for public/private partnerships and dialogue;UNESCO enhances profile and brand value;UNESCO has been carrying out capacity building for over 60 years.

THANK YOU