Abstract
According the United Nations and the European Commission, Corporate Public Responsibility leads to' triple lower part line'- profits, World and People. This article tries to concentrate on the difference between CSR and CRM and to understand how companies use the idea of CRM as a online marketing strategy. A Number of Corporations are combining CSR as the prime policy of the business. AS CSR recognizes the core section of working business while concurrently applying some socially relevant procedures and key points that achieve these triple lower part benefits. In India many companies have been successfully practising CSR activities for many years and helping towards issues like child labour, child education, energy efficiency, water air pollution, Women empowerment. etc. This article is written on the secondary data basis.
Key Words: Corporate Friendly Responsibility, Cause Related Marketing, Child Education, Social Issues.
*Raghvendra Singh Sisodia, Helper Professor, Pacific Business College Udaipur
**Rahul Vyas, Assistant Teacher, Pacific Business College Udaipur
**Dr. Snheal Maheshkar Director, Vision University of Management, Chittorgarh
Cause Related Marketing: Prologue
"Business together with charities and triggers can play a essential role in the regeneration of communities. "
The Prince of Wales II
Cause Related Marketing is "A Commercial activity where business and charities or cause form a collaboration with each other to market a graphic, product or service for mutual profit"(Business in the Community, 2004). Cause related marketing is an integral part of corporate interpersonal responsibility as this is actually the most asked question that, Is CSR is a marketing or not? The response might be hidden in the idea of CRM (Cause related marketing). Cause related marketing is the one the way to communicate the audience about the complexities. Cause related marketing as part of organizations CSR activities, It is a type of program where an organization committed to donate a quantity that is determined by the sales they achieved using period time for a reason (kotler and Lee 2006) The primary objective of the reason related marketing is to improve the commercial image, leveraging the brand collateral and earning the market profit.
'The purpose of the Business in the Community Campaign is to create awareness and understanding of Cause Related Marketing promoting a larger quality, magnitude and brilliance of programmes. . . Within the first four years (of the advertising campaign) the concentration has been on defining and scoping Cause Related Marketing and beginning to establish Cause Related Marketing as the best skillet of the marketing, corporate and business affairs, community affairs and commercial fundraising blend'. (Sir Dominic Cadbury, 1999)
The evidence implies that CRM is an effective way to converse the mass audience where common man itself feels included to assist in particular cause.
Differentiate between CSR and CRM
Corporate cultural responsibility is the hot term now a day every single organization does something dependable in the population. It is the one of the mandatory way according to the law showing how the organizations are participating their public responsibility through their value delivery system corporate and business social responsibility or commercial citizenship works to the triple bottom line such as people, entire world and income. CSR means supplying back something not similar thing. It begging by the socially investment for the society it functions.
On the other area of the coin "CRM is thought as the process of formulating and utilizing marketing activities that are characterized by contributing a specific going to a selected non-profit initiatives that in turn, causes customers to engage in revenue-providing exchanges"(Mullen, 1997). Cause related marketing is the tool to connect the marketing attempts of the business attached with some on doing public cause. It's the blend of both marketing and CSR. CRM (Cause Related Marketing) advocates the long term partnership between your company and community. The principal goal of CRM is too associated with specific cause related or communal campaign ads to contribute the real beneficiaries by donating in to the charities while promoting the merchandise towards the consumer. CRM is strong association between the non-profit organizations and the profit organization for the specific 'Cause fit'.
A BIG QUESTION: Why Cause Related Marketing
Cause Related marketing is the hot term for the most of the organizations as it offers lot of the benefits for Society, Business and off-course for the reason itself. .
CRM is a partnership between a earnings generating business and non-profit business. Where one party has experience and one use the name and company logo of the organization for the sack of good triggers. Various practicenaires raised the question that will CRM works; Corresponding to Ropher Strach polls in year 1998 for Boston founded cone communication say's that four out of five respondents thought that there should be definitely a marketing arrangement for earnings and non-profit business to do cause related marketing is wonderful for their business. Pursuing are the benefits associated with CRM the following:
Society
Triple Get Concept
NGO Organization
CRM is definitely attempts to do better for the culture as well for cause with some kind of profit earnings. Number of the interpersonal issues are increased by the Non-profit organizations but to support them very less profit organization is doing work for and hereby once an organization is associated with some cause related program to support the financially support the NGO or to particular Cause.
Consumer partnership
Cause related marketing directly or indirectly invites their clients to take part in the cause. As this is the strategy means to people that once they choose the product of the company which is engaged in the cause related program like child education, P&G -Shiksha, HZL-Midday meal etc; Consumer will more voluntary come to aid the particular cause and purchase the company's product or services
Attracting new customers
Cause Related Marketing is one of the way to retain the existing customer and draw in the clients for purchasing of their product and services. Once it is obviously understand by the business about which cause they may be focusing and motivated their customers to participate in particular cause; this short term strategy possess the impact to sustain customers for resilient.
Increasing sales of products or services;
Cause Related Marketing stresses within the stakeholders of the business either company or employees, it drives a positive beliefs and helpful in increasing of sales. As customer himself feel associated with the "for said cause" and add his/her show for the reason. In this way most of the organization relishes the high sales during the short span of their time.
Creating a confident image of a brand -
As per the studies it is found that Cause related marketing is helpful to improve the organizations Brand images. It is the creative way to make aware of the particular cause by which group or Its Product are enggaged. It can help positive impact over the customer in the purchase process decision as Cause Related Marketing offers a platform to generate the awareness about the specific cause to its customer.
CRM is effective to generate the funds because of its social programs such as the early years of CRM it is first unveiled by the North american Exhibit "cause-related marketing" in 1983 to describe its campaign to raise money for the Statue of Liberty's recovery. American Express donated one cent to the restoration each time someone used its bank card. Because of this, the amount of new cardholders grew by 45 percent, and card utilization increased by 28 percent
CRM & Advertising: Advertising is whatever creates attention into the consumers and CRM is merely that "Attention" means a particular cause over consumer have to rethink befor their purchase. A very good ad plan by the TATA TEA "Jaago Re! Desh So Raha hai. . . "By this communal cause Tata Tea advertises its product while highlighted the social cause of Voting Rights. One more eye opening ad by the TATA TEA is around the "Corruption" "Ab Khillana Bannd or Pilana Shru" emphasizes on the social cause like problem, Adviertesmet by IDEA Cellular centering for a few of the Sociable Cause as child education, Voting Rights, Recycling and Walk While Discussion. . . and differentiated itself among from the other telecommunication service providers.
Cause Related Marketing is one of the best tools to for the fore said 'Cause' itself. From the help of CRM quantity of the companies are employed in generating fund for the cultural issues; one of the recent example of 'Satyamave Jayate' where the show is highlighted the public issues and the Reliance Basis supports this program wherein whatever the donation amount is received by the public is matched with the Reliance groundwork and donated to the NGO for particular cause. CRM requests from its customers for donating fort the sack of humanitarians. It is again beneficial for the organization is the fact that whatever donation or gift idea is given by the company is not considered as tax deductible
Cause Related Marketing can be an eyeball opener to its neighborhood about the cause company is working. Here company gets a good chance to deliver a message of its product or services. As Publicity is the one that is uncontrollable in mother nature as after the positive image of firm creates it remains long-lasting. Promotion will depend on the trustworthiness of the company that what assurance had been done by the company to its community and Cause Related Marketing is the best way to show that company is doing work for their promise. For a good example Hindustan Zinc Small is one of the leading Zinc Manufacturer Company dealing with various cause to stay in your brain of customers such as, Mid-Day Meal, Women Empowerment and Child Education. Thus the trustworthiness of HZL is so high that person to person publicity will do and no more marketing advertising activities are required
Cause Related Marketing is the strategy to generate mass recognition about the reason and helps bring about the brand while getting rid of the reason by the effort of for-profit organizations. One of the better example of involvement of common man in the cause related program is Aishwarya Rai's Eyesight Donation Marketing campaign appealing and creating general awareness about the problem of blindness and invite the normal man to contribute their eye after the death
CRM in Indian Context
Voltas
One of the most renowned company which is known for it AC's is employed with one of the ideological cause known as "Jaggamag desh hai mere" to serve its product by an energy efficient theory. With initial marketing campaign of energy saving voltas, emphasizes its customers to acquire the Voltas AC's to participate in the campaign
Avon brand,
This Brand located itself by recruiting, training and motivating sales force, and created a solid CRM plan to fight breast malignancy.
As in 'One take action can Save life' by Matthew Price, P& G's Pamper the interpersonal partnership between UNICEF (US Children Fund) for his or her long-term goal to eliminating the maternal and newborn tetanus (MNT), contamination occurring in unsanitary beginning conditions in a few of the very most deprived regions of the entire world. 1 Pamper = 1 Vaccination advertising campaign makes preserves 100 millions of newborns and their mothers lives. Thus all three, Pampers, UNICEF and cause wins.
P & G : Shiksha
In the series of doing best for the community P& G possessed done a great deal as its one of the very most promising plan of Shiksha along with the cooperation of CRY to market the child education. P & G promises and invites their purchasers to purchase large number of quantities of the P&G's product and help educate the tiny ones by their involvement as P&G beside the irrespective sale contribute one Corer rupees to CRY for child education.
TATA Sodium: DESH KA NAMAK
One of the Multi Brand TATA known because of its TATA SALT camping as with it directly stresses that TATA NAMAK - DESH KO ARPAN, DESH KA NAMAK with the effective reason behind Iodinized problem, as 10 paisa of every KG of TATA Sodium, spent for the under nourished child, child education programme with relationship of CRY(Child Pain relief & You).
Conclusion
It is clear that Cause Related Marketing has come a long way since the days and nights of charity and standard philanthropy. Today it is a global phenomenon which includes developed into the new method for business and non income causes to joint venture to achieve shared benefits. It facilitates a reason with the energy of the organization brand, marketing, and folks to achieve social and shareholder value while communicating values. Thus, commercial interpersonal responsibility and cause related marketing have become the important for all companies to design their marketing communication Strategy and, they may have emerged as tool for effecting general public notion which eventually contributes to building strong brand image and boosting customer commitment.
