Università degli studi di Pavia Corso di Laurea Specialistica Interfacoltà in Editoria e...
-
Upload
natalie-robinson -
Category
Documents
-
view
213 -
download
1
Transcript of Università degli studi di Pavia Corso di Laurea Specialistica Interfacoltà in Editoria e...
Università degli studi di Pavia
Corso di Laurea Specialistica Interfacoltà in Editoria e Comunicazione Multimediale
IL CAUSE RELATED MARKETINGIL CAUSE RELATED MARKETINGE LA CAMPAGNAE LA CAMPAGNA
““DON’T TOUCH MY SISTER”DON’T TOUCH MY SISTER”
Relatore: Chiar.mo Prof. Stefano Colloca
Correlatore: Chiar.mo Prof. Giampaolo Azzoni
Tesi di Laurea di:
Chiara Nanni
“Cause Related Marketing is about using marketing money, techiques and strategies to support worthwhile causes whilst at the same time building
the business”
The company The no-profit organization
Cause Related Marketing Cause Related Marketing
A win win system:All the parties profit by this partnership
The no profit organizationThe no profit organization
Increasing of the returns Improvement of the corporate image with the stakeholdes Better reputation and value of the brand
The CompanyThe Company
Improvement of the corporate image and the visibility of social cause Reciving a financial support to achive istitutional aims Fidelity the number of the consumers and of the volunteers
The consumer The consumer
Acquisition of a product, characterized by social and ethic values To satisfy the need of auto-relationship
Traditional or transationTraditional or transationThe company supplies at the economic resourses or at the goods to realize a project
Joint Promotion Joint Promotion The brand is a way to broadcast the messageor the aim of the no profit company
LicensingLicensingThe no-profit organization gives its logo in exchange for an economic earnings
Joint Fund raising:Joint Fund raising:The company works as an intermediary for the fund-raising in favours of their clients
The types of Cause Related MarketingThe types of Cause Related Marketing
The Code of BehaviourThe Code of Behaviour
Sodalitas and Ferpi 29 October 2004
Principles Integrity Transparency
Sincerity Mutual respect
Partnership Mutual benefit
Provide guide-lines to realize development of effective and clear campaigns of CRM
Who
Purpose
Phases Planning and Preparation
Executive
Conclusive
The phases to realize a campaignThe phases to realize a campaign
1. Planning and Preparation1. Planning and Preparation
Motivations and purposes Definition of the budget Context analysis Choise of no profit partner The formal Agreement
2. Executive2. Executive
Operative Plan The strategy of the comunication: effectiveness and trasparency
3. Control or execution3. Control or execution
Monitoring, measuring and evaluating the programme
The conseguence on the company reputation and on the sales The perception of the company image and the rate of popularity by the use of qualitative and quantitative verifications Media covering The level of the stakeholder satisfaction The valutation of the impact on the social point of view
The campaign “Don’t Touch my Sister”The campaign “Don’t Touch my Sister”
“Jamilia”: a microcredit project for women
The partnershipThe partnership
Change the brand mage
Internationalization strategy
Interesting and sensitivity to social causes
Fight to defend Human Rights of the women in the world
No Human RightsNo Human Rights
Breil’s WomanBreil’s Woman
The strenght: the female image
Independent Free about her choises Rule-breaking and sensual
IndependenceIndependenceEmancipationEmancipation
Making awareMaking aware to defend life and the dignity of the women in the world
Human Rights and Economic Independence for the women in the world
ActionAction to defend women through economic support of the microcredit project at Kabul
““Don’t touch my sister”Don’t touch my sister”
Microcredit project
Courses of Literacy, arithmetic, civic-mindedness, Human Rights and Soundness
Vocational education: hairdresser, manufacturing, cooking and dressmaker’s
1 September 2004 8 March 2005
The strategyThe strategy
Publicity campaign: newspapers, monthlies and weeklies Material realized ad hoc for the point of sale
A radio and tv commercial
The picture postcardThe picture postcard
Part of proceeds of the product’s sales to Pangea
Donation: 200,000 euro
The project explanation
Purchaser’s data
Amnesty International
The publicity CampaignThe publicity Campaign
Don’t touch my Breil Don’t touch my Sister
The publicity material into the point of salesThe publicity material into the point of sales
The folder
The wiondow- cartel
The counter- cartel
Thanks to Breil’s support, Pangea realized 3 Woman Center in Kabul and the microcredit preject was succesful Improved the visibility of the social cause
Brand Breil improved its the corporate image and the brand value The product sales increased Breil demonstrated its sensitivity to social cause
BreilBreil
PangeaPangea
Amnesty InternationalAmnesty International
Also improved the visibility of the campaign “Violence against women”
Don’t touch my Sister: una campagna di successoDon’t touch my Sister: una campagna di successo
Il Cause Related MarketingIl Cause Related Marketing
Instrument for modern company that decides to achieve marketing strategies in pursuit of its social aim
The company benefit will be better the more intense is the relationship between the brand value,that tries to express, and the social values of the no-profit company has got
The Company The no profitorganization
The Society
Thank you for your attentionThank you for your attention