Modern Marketing Practices-Marketing Control Types & strategies-Green Marketing

[Venkat.P] Marketing Management
P. Venkata Subbaiah AITS(Autonomous), Rjp
ORGANISING & CONTROL AND MARKETING PRACTICES: Marketing
Department – Marketing Control & Types of Control. Modern Marketing
Practices – Green Marketing, Cause – related Marketing, Mobile
Marketing and Online Marketing.
Marketing Control
Marketing control is an important task of marketing department. It is indispensable
for effective working of marketing department, achieving marketing objectives in
time, and continuous development. Controlling mechanism (or system) can prevent
mistakes to occur and also help in rectifying mistakes, if any. It ensures that
everything is going on as per plan and the organization is achieving its objectives.
Due to marketing control, entire department remains active and alive.
Need and importance of marketing control can be explained in relations to the
points listed below:
1. To achieve objectives.
2. To make the plan successful.
3. To prevent mistakes to occur.
4. To formulate and modify marketing strategies.
5. To rectify mistakes.
6. To adjust with external environment.
7. To take maximum advantages of company’s strengths
8. To verify policies, rules, objectives, and strategies.
9. To measure and evaluate effectiveness of marketing efforts.
10. To keep employees alert and active, or to apply psychological pressure.
11. To achieve better coordination

Methods/Strategies/ Measures (Evaluation Tools) of Marketing Control
On the basis of types of criteria – sales, profits, efficiency, and strategic
considerations – used for measuring and comparing results, there are four types or
tools of marketing control. In every type of control, the same procedure is applied,
i.e., setting standards, measuring actual performance, comparing actual performance
with standards, and taking corrective active actions, if required.
Philip Kotler considers four types of marketing control:
1. Annual Plan control
2. Profitability control
3. Efficiency Control
4. Strategic Control
Annual Plan Control:
In this method, annul plans are prepared for various activities. Each plan
includes setting objectives (expected results or standards), allocating resources,
defining time limit, and formulating rules, policies and procedures. Annual plan
control relates to sales. Periodically (mostly annually) the actual results are measured
and compared with standards to judge whether annual plans are being (or have been)
achieved.

Measures (Evaluation Tools) of Annual Plan Control:
Following five measures are used in annual plan control:
1. Analysis of Different Sales:
Analysis of different sales contains measuring and evaluating different sales
(total sales, territory- wise sales, distribution channel-wise, product-wise sales,
customer-wise sales, etc.) with annual sales goals.
2. Analysis of Market Share:
Here, market share is used as base for measuring, comparing, and correcting results.
Market share is a proportion of company’s sales in the total sales of the industry. It
helps to know how well the company is performing relative to its close competitors.
It involves considering three types of market shares:
i. Overall market share
ii. Served market share
iii. Relative market share
3. Analysis of Market Expenses-to-Sales:
This type of control checks marketing expenses. It ensures that the firm is not
overspending to achieve its annual sales goals. Different marketing expenses are
watched in relations to sales.
Normally, company considers five components to calculate expenses-to-sales
ratios and compares them with standard ratios to find out how far expenses are
under control, such as:
i. Sales force-to-sales ratio
ii. Advertising-to- sales ratio
iii. Sales promotion-to-sales ratio
iv. Marketing research-to-sales ratio
v. Sales administration-to-sales ratio

4. Financial Analysis:
Financial control consists of evaluating sales and sales-to-expense ratios in
relation to overall financial framework. It means net profits, net sales, assets, and
expenses are studied to find out rate return on total assets, and rate of return on net
worth.
Financial analysis determines firm’s capacity of earnings, profits, or income.
Attempts are made to find out factors influencing firm’s rate of return on net worth.
5. Analysis of Customer and Stakeholder Attitudes:
The measures of annual plan control discussed in former part are financial and
quantitative in nature. Qualitative measures are more critical because they give early
warning about what is going to happen on sales as well as profits.
Measuring Customers’ Attitudes:
Here, a firm tries to measure attitudes of customers by using various methods like,
complaints and suggestions, customer panels, customer survey, etc.
Measuring Stakeholders’ Attitudes:
It consists of measuring or recording stakeholders’ attitudes. It shows the pattern of
stakeholders’ preference, attitudes, and overall response toward company and its
offers.
Profitability Control:
In this method, the base of exercising control over marketing activities is the
profitability. Certain profitability (and expenses) related standards are set and
compared with actual profitability results to find out how far company is achieving
profits. Profitability control calls for measuring profitability of various products,
channels, territories, customer groups, order size, etc.

Process of Marketing-Profitability Analysis:
Systematic and logical process is used for analysis of profitability.
It involves:
1. Identifying Functional Expenses:
It consists of determining expenses to be incurred for the marketing activities like
salaries, rents, advertising, selling and distribution, packing and delivery, billing and
collection, etc.
2. Assigning Function Expenses to Marketing Entities:
Simply, expenses of particular head (for example, salary or advertising) are
associated with different entities like products, channels, territories or customers
groups.
3. Preparing Profits and Loss statement:
A profit and loss statement are prepared for each type of products, channels,
territories, etc., to evaluate their relative performance. Based on relative performance
in form of profitability, management can decide on products, channels or territories
to be expanded, reduced or eliminated.
For example, a firm has five products, like A, B, C, D, and E. If profit and loss
statement show that:
(1) Product C is more profitable, and therefore, it must be expanded;
(2) Product B is poor, and, therefore, it must be reduced;
(3) Product D is making loss, and therefore, it must be eliminated, and
(4) Product A and product E are satisfactory, and therefore they must be maintained.
In the same way, it can be applied to different territories and segments.
Table 1 shows how to prepare profit and loss statement for different products

4. Taking Action:
On the basis of the profit and loss statement, necessary actions can be directed.
Actions include one or more of followings:
i. Expanding product(s)
ii. Reducing product(s)
iii. Eliminating product(s)
iv. Reducing any of the expenses
v. Increasing sales, etc.
Efficiency Control:
This control, particularly, concerns with measuring spending efficiency. While
profitability control reveals the relative (in relation to different entities like products,
territories, channels, etc.) profits a company is earning, the efficiency control shows
the ways to improve efficiency of various marketing entities like sales force,
advertising, distribution, sales promotion, and so forth.
Types of Efficiency Control:
Figure 2 shows major types of efficiency control. Main types of efficiency control
involve controlling sales force efficiency, advertising efficiency, sales promotion
efficiency, distribution efficiency, and marketing research efficiency.

1. Sales Force Efficiency Control:
To measure efficiency of sale force (salesmen), certain key indicators/criteria are
developed. A manager has to make a lot of calculations and paperwork.
Common criteria used to measure and evaluate the sales force efficiency
include:
i. Average number of sales calls per salesman in a day
ii. Average sales calls time spared per contact
iii. Average revenue generated per call
iv. Average costs incurred per call
v. Entertainment cost per calls
2. Advertising Efficiency Control:
Advertising is the most expensive among all the promotional tools. Major part of
promotion budget is consumed by advertising alone. So, it is extremely necessary to
find out efficiency level of advertising efforts. A company sets advertising goals
(standards) and compared actual contribution of advertising to decide how far
advertising has been capable to fulfill firm’s expectations.
Common criteria used for measuring advertising efficiently include:
i. Advertising cost per thousand target customers reached by a specific media
vehicle, for example, television medium.
ii. Percentage of audience who read, noted, or saw message from print media.
iii. Customer opinion on advertising contents and effectiveness.
One or more of following actions are initiated:
i. To changes advertising objectives and policies.
ii. To change advertising message.

iii. To change advertising media.
iv. To change media scheduling and frequencies.
3. Sales Promotion Efficiency Control:
This control is exercised by sale manager. Sometimes, sales promotion manager is
also appointed to deal with the issue. Sales promotion efficiency measures the
impact of sales promotion efforts on sales, profits, competitiveness, and consumer
satisfaction
4. Distribution Efficiency Control:
In an average, distribution costs account for 20 to 30 per cent of selling price. By a
suitable distribution network, company can improve its profitability on one end and
consumer satisfaction on the other end. Therefore, it is necessary to review or assess
the entire distribution system periodically. Distribution efficiency control measures
how far company’s distribution system is efficient to achieve marketing goals.
5. Marketing Research Efficiency Control:
Marketing research is process of gathering, analyzing, and interpreting data relating
to any marketing problem. Due to dynamic nature of marketing environment, a
company needs data on various relevant variables time to time. Marketing research
is an expensive option. It is imperative for a firm to know how far marketing research
efforts and costs are instrumental in achieving marketing goals. It provides necessary
details to improve research policies and practices.
Strategic Control:
Strategic control implies a critical review of overall marketing effectiveness in
relation to broad and long-term objectives and firm’s response to marketing
environment. It deals with assessing firm’s ability to define and achieve marketing
goals, and response pattern to environment.

Methods or Tools:
As shown in Figure 3, four tools are used for strategic control – the marketing
effectiveness review, the marketing audit, the marketing excellence review, and the
ethical and social responsibility review. Let’s discuss each of them.
1. The Marketing Effectiveness Review:
It involves a review of overall marketing performance. It helps finding effectiveness
of several business plans in term of sales growth, market share, and profitability.
Attempts are made to detect causes for good-performing marketing department and
poor-performing department.
Common criteria:
They include:
i. Company’s Customer Philosophy:
It shows company’s approach toward customers.
ii. Integrated Marketing Efforts:
It shows the way company integrates efforts of all divisions and departments for
achieving marketing goals.
iii. Marketing Information:
Its studies company’s policies and practices to collect, use, and disseminate critical
information on a regular basis.

iv. Company’s Strategic Orientation:
It shows company’s broad and long-term plans for survival and growth. It also
indicates firm’s long-term plans for profits, sales, and expansion.
v. Operational Efficiency:
It shows how efficiently a company managing its current operations.
2. The Marketing Audit:
Another alternative tool for critical review of overall marketing performance is the
marketing audit. Audit means to examine systematically. It is systematic
examination/investigation of all critical aspects of marketing department.
Criteria used for the purpose include:
a. Market/customer orientation
b. Market segmentation
c. Product quality
d. Quality of services
e. Approach toward competition
3. The Marketing Excellence Review:
This is more or less similar to market effectiveness review. But, here, some
excellently performing business units are taken as the base for evaluating firm’s
performance. Here, performance is reviewed relatively.
4. The Ethical and Social Responsibility Review:
This review/verification decides whether firm’s marketing policies and
practices are ethically and socially true. Ethics are moral principles, norms, or
standards of right or wrong. Every business unit has social responsibilities toward a
number of stakeholders.

In same way, marketing practices should be ethical with reference to moral norms,
standards, and values. Company’s products, policies, and practices should not have
adverse impact on customers, other stakeholders, and larger interest of society.
Mobile Marketing:
Mobile marketing is multi-channel online marketing technique focused at reaching a
specific audience on their smartphones, tablets, or any other related devices through
websites, E-mail, SMS and MMS, social media, or mobile applications.[1] Mobile
marketing can provide customers with time and location sensitive, personalized
information that promotes goods, services and ideas.[2] In a more theoretical
manner, academic Andreas Kaplan defines mobile marketing as "any marketing
activity conducted through a ubiquitous network to which consumers are constantly
connected using a personal mobile device"
Mobile use is growing faster than all of Google’s internal predictions.”
Mobile Marketing Revolution:

Mobile Phone Marketing – Advantages
1. A mobile phone is always in the possession of the user
2. Mobile phones enable a variety of advertising forms like videos, graphics,
pictures, and banner advertisements
3. Advertising through mobile phones makes it more personal
4. Mobile phone advertising also allows for location-based advertising
5. It also allows marketers to instantly reach a wide target market because there are
billions of mobile phone users around the globe
6. Smartphone users are frequent social networkers with 86% visiting social
networks on their device with 60% of these visiting at least once a day.
Mobile marketing strategies techniques:
There are various types and techniques of mobile marketing strategies. Google
always keen for developing new ideas and technique for better user experience in
world of web. In this context, it introduces Penguins, Hummingbird, Mobile First
Index, etc.
These changes need some changes in marketing strategies as well. So mobile
marketing come in to existence to compete with evolvement in technology for
betterment in living style. Similarly, Facebook also introduces many terms and
practices for better user experience and to help marketers. Let’s discuss about
various key strategies in detail with impacts in respect to a marketer’s view:
1. Advertisement for specific Mobile device through Google Ad word.
Google Ad word enables advertisers so that they can start campaign for targeting
specific mobile devices.
2. Must Launch Mobile apps or create responsive sites.
Indispensable uses of Smartphones in every aspect of life lead to increment in
importance of mobile users in marketing. Mobile users are main concerns in every
strategy because of these changes a marketer should also focus on mobile users.
They should take care of these points:
 Develop an attractive and user-friendly mobile app.
Mobile app is also an effective way to approach user with a friendly environment.
Increasing use of Smartphone increases app usage and its popularity among users.
App provides a better platform for selling, purchasing, and other services. An App

ensures about security by customizing them. App can be encrypted with password
in order to maintain privacy and security.
 Must create responsive sites to meet changes due to Mobile First Index.
Recent experiment of Google called Mobile First Index has a great impact on
website ranking and mobile users. According to this Google shifted search ranking
index strategies from desktop users to mobiles users. So now it is very important to
create a responsive site or mobile friendly website of a desktop website, because it
decides your ranking in search engine.
3. Mobile App advertisement through Google Mobile App Campaigns.
Although customers are enjoying Mobile app facility, challenges come in to account
of a marketer. They have to take care about app ranking in an app store. Google
provides various types of campaigns to an advertiser for mobile app promotion in
Google play store and Search engine, like:
 Universal campaign
This campaign allows an advertiser to advertise mobile app in complete network of
Google, like: Search engine, play store, YouTube app, mobile site, Google display,
etc.
 Mobile app installs campaign
This is based on app icon and reviews. Using this campaign advertiser create mobile
app add for mobile device. These adds appear on all network (Search engines,
YouTube, etc.). It directly navigates a user to app store for app installation and result
in increased number of app installation.
 Mobile app engagement campaign
Mobile app engagement campaign involves the activities to increase user interaction
with mobile app. It encourages users who already installed an app to use it again and
again. It encourages a user to involve in other captivities through app like selling,
purchasing, making an account, sharing, etc
4. Advertisement through Facebook for mobile devices.
Facebook is consistently involved in adding latest features. In this context Facebook
introduces mobile ads to aid attractiveness in advertisement. It can be placed any

side on a Facebook page, like: right column of a news feed or page, main news feed
page, mobile app, etc.
 Since it is for mobile user, then it should have following features:
 Short but effective
 Mobile friendly landing page and another page.
 Attractive image.
 Consist of slideshow of low bandwidth.
 Video for low connection.
5. Advertisement in between a mobile app or game
Advertisement of products and services through mobile games or any app is
really an innovative idea. Marketers use their brand name and products in a mobile
game or an app by paying to owner.
For example, in a racing car mobile game, game developer uses car’s brand
name (like ford, BMW, etc.) on behalf of some payment. Messages can also be added
in between a mobile game to promotes or advertise brand name, products and
services. This is called In- game mobile marketing, add funded mobile game,
or mobile advergaming. This marketing strategy results in advertising brands name.
Game lover or app user fascinated by brand’s name results in sharing to other
peoples. Trendy mobile games or apps can be more effective on user.
Green Marketing:
The term ‘green’ is indicative of purity. Green means pure in
quality and fair or just in dealing. For example, green advertising means
advertising without adverse impact on society. Green message means
matured and neutral facts, free from exaggeration or ambiguity. Green
marketing is highly debated topic for lay people to highly professional
groups.
Concept of green marketing concerns with protection of ecological
environment. Modern marketing has created a lot of problems. Growth
in marketing activities resulted into rapid economic growth, mass
production with the use of advanced technology, comfortable and
luxurious life, style, severe competition, use of unhealthy marketing

tactics and techniques to attract customers, exaggeration in advertising,
liberalization and globalization, creation of multinational companies,
retailing and distribution by giant MNCs, etc., created many problems.
The negative impact of human activities over environment is
a matter of concern today. Governments all over the world making
efforts to minimize human impact on environment. Today our society
is more concerned with the natural environment. Understanding the
society's new concerns businesses have begun to modify their behavior
and have integrated environmental issues into organizational activities.
Academic disciplines have integrated green issues in their literature.
This is true with marketing subject too, and the terms like "Green
Marketing" and "Environmental Marketing are included in syllabus.
Governments all over the world have become so concerned about green
marketing that they have attempted to regulate them.
Internet marketing, or online marketing:
Internet marketing, or online marketing, refers to advertising
and marketing efforts that use the Web and email to drive direct sales
via electronic commerce, in addition to sales leads from websites or
emails.
Specialized Areas of Internet Marketing
Internet marketing can also be broken down into more specialized
areas such as Web marketing, email marketing and social media marketing:
Web marketing includes e-commerce Web sites, affiliate marketing
Web sites, promotional or informative Web sites, online advertising on
search engines, and organic search engine results via search engine
optimization (SEO).
Email marketing involves both advertising and promotional
marketing efforts via e-mail messages to current and prospective customers.
Social media marketing involves both advertising and marketing
(including viral marketing) efforts via social networking sites like Facebook,
Twitter, YouTube and Digg.

Search engine optimization (SEO) involves the optimization of
landing pages within your website to increase the number of visitors.
Advantages of Internet Marketing:
The advantages that come with making money online or promoting your
business on the internet include the following;
1. Lower Cost
Compared to traditional or offline marketing, it is far cheaper to
promote your business and other money-making ventures online. This is
especially true about advertising.
In fact, some of the techniques for promoting a business or making
money online are completely FREE. Unlike traditional ad media such as the
TV and newspapers, you will only spend a split fraction of what it will cost to
promote a business traditionally. In addition to being cost-effective, internet
marketing is also time-saving as it takes less time to find customers and
accomplish transactions. The returns on investment that comes with online
marketing exceed that of conventional marketing.
2. Global Audience
There’s also the advantage of gaining a global audience (unlike a traditional
business that is restricted within its boundaries of operation) with
your online business. This opens up tons of new opportunities and prepares
you to compete on a global scale. So, even if your offline office is closed for
business, customers and prospects will still find you through your website
and place their orders.
3. Reliable Technology
The reliable technology that powers the web, hence your internet-based
business is one of the major benefits of hosting your business online. And,
the technologies are getting better and more sophisticated by the day. So,
with the top-notch technologies online, you don’t have to worry about your
emails being delivered (email marketing) to your target audience on a
timely manner – delivery is almost instant.
Disadvantages of Internet Marketing

1. Face-to-Face Contact is Limited
Limited face to face contact is one of the major drawbacks of internet
marketing. Businesses that are carried out solely online do not usually get
to build strong personal rapport with their customers. As a result, they may
eventually lose some of their customers to their traditional competitors who
engage strong customer service tactics.
2. Marketing Complexity
The virtual nature of internet marketing increases marketing complexity.
New entrants tend to be confused on how to choose profitable online
marketing techniques. Customers also face complexities in the aspects of
shopping online. In fact, the un-informed consumers would rather stick to
conventional buying than endure such online purchase complexities.
Definition and Meaning of Green Marketing
According to American Marketing Association - "Green marketing is the
marketing of products that are presumed to be environmentally safe."
According to Polonsky 1994 b, 2 - "Green or Environmental
Marketing consists of all activities designed to generate and facilitate any
exchanges intended to satisfy human needs or wants, such that the
satisfaction of these needs and wants occurs, with minimal detrimental
impact on the natural environment.
Green Marketing incorporates broad range of activities including product
modification, changes to the production process, packaging changes, and
modifying advertising. Green marketing focuses on satisfaction of customer
needs and wants with no or minimum harm to the natural environment.
Basically, green marketing concerns with three aspects:
1. Promotion of production and consummation of pure/quality products,
2. Fair and just dealing with customers and society, and
3. Protection of ecological environment.

Impacts or Importance of Green Marketing:
Green marketing affects positively the health of people and the
ecological environment. People are aware of pure products and pure
methods of producing, using, and disposing the products. It encourages
integrated efforts for purity in production and consumption as well.
We can witness following impacts of green marketing:
1. Now, people are insisting pure products – edible items, fruits, and
vegetables based on organic farming. The number of people seeking
vegetarian food is on rise.
2. Reducing use of plastics and plastic-based products.
3. Increased consumption of herbal products instead of processed
products.
4. Recommending use of leaves instead of plastic pieces; jute and cloth
bags instead of plastic carrying bags.
5. Increasing use of bio-fertilizers (made of agro-wastes and wormy-
composed) instead of chemical fertilizers (i.e. organic farming), and
minimum use of pesticides.
6. Worldwide efforts to recycle wastes of consumer and industrial
products.
7. Increased use of herbal medicines, natural therapy, and Yoga.
8. Strict provisions to protect forests, flora and fauna, protection of the
rivers, lakes and seas from pollutions.

9. Global restrictions on production and use of harmful weapons,
atomic tests, etc. Various organisations of several countries have
formulated provisions for protecting ecological balance.
10. More emphasis on social and environmental accountability of
producers.
11. Imposing strict norms for pollution control. Consideration of
pollution control efforts and eco-technology in awarding IS), ISO 9000,
or ISO 14000 certificates and other awards.
12. Declaration of 5th June as the World Environment Day.
13. Strict legal provisions for restricting duplication or adulteration.
14. Establishing several national and international agencies to monitor
efforts and activities of business firms in relation pollution control and
production of eco-friendly products.
Green Marketing Examples
1. GE Ecomagination
General Electric thinks so much of being a greener company that they built the
term ''eco'' right into their new business concept. GE's Ecomagination platform
states that the company is working to make products and refine their operations
to become more environmentally friendly.
The goals of the Ecomagination initiative are to find ways to
reduce greenhouse gas, which are gases that stay in the atmosphere and keep
the earth hot, and water consumption and to invest in clean energy and develop
eco-friendly products in a more responsible way. The campaign has now
surpassed the 10-year mark, with facts and figures on the company's website
to back up their changes, such as a 17 percent decrease in water used and a 12
percent decrease in greenhouse gas.
To highlight their efforts, they undertook a massive integrated campaign across
multiple media channels, included a dedicated webpage, and advertisements in

print, television, and online. Their green marketing has relied heavily on the
use of natural imagery, such as birds and lots of greenery. GE also built five
interactive online games as part of the campaign to better educate consumers
about eco-friendly products.
2. Timberland
Clothing company Timberland is famous for its hiking boots and outdoor wear,
so it's no surprise that their ''Earthkeepers'' campaign was designed with green
in mind. Not only is the Earthkeepers line environmentally friendly, but it tries
to ''motivate environmental behavior change,'' according to its website.
The products in the collection feature items made with recycled materials
(including up to one-and-a-half plastic bottles in each pair of boots!). Yet, the
bigger component might be the 2010 campaign accompaniment, ''Nature
Needs Heroes,'' that attempted to motivate Timberland's customers to be
accountable for their actions in the outdoors.
Timberland used television advertisements and print pieces, as well as social
media and an interactive microsite, which is a small website that exists within
a company's primary site. The messaging for consumers was that one small act
can make a big difference, such as picking up trash outdoors.
The company also built a ''Virtual Forest,'' where visitors could build a virtual
forest, which Timberland matched with tree planting in Haiti.
Cause-Related Marketing
Altruism. Corporate responsibility. Philanthropy. These are often used to describe
cause-related marketing, an activity in which businesses join with charities or
causes to market an image, product, or service for mutual benefit.
Embracing a cause makes good business sense. Nothing builds brand loyalty among
today's increasingly hard-to-please consumers like a company's proven
commitment to a worthy cause. Other things being equal, many consumers would
rather do business with a company that stands for something beyond profits.
―In today‗s marketing world, the companies have to be caring and they should
look after the welfare of their customers and society‖

1.Cause marketing or cause-related marketing
Cause Related Marketing is defined as ―(A) strategic positioning and marketing
tool that links a company or a brand to a relevant social cause or issue, for mutual
benefit‖.
―A commercial activity by which business and charities or causes form a
partnership with each other to market an image, product or service for mutual
benefit‖.
2.Concept of Cause Related Marketing
Cause related marketing can be understood as a strategic positioning and marketing
tool which links a company or a brand to a relevant social cause or issue for mutual
benefit. It is the initiation and funding of deserving causes. Cause related marketing
is a strategic marketing activity a way for a company to do well by doing good-
distinct from sales promotion, corporate philanthropy, corporate sponsorship,
corporate Samaritan acts and public relations, though it is often an amalgam of such
activities. Nothing builds brand loyalty among today‗s increasingly hard to please
consumers like a company‗s proven commitment to a worthy cause. Other things
being equal many consumers would do business with a company that stands for
something beyond profits. In nutshell, cause related marketing results in increased
sales, visibility, and consumer loyalty and enhanced company image along with
positive media coverage.
3.Indian Scenario
Cause related marketing and its impact on organizational selling and brand loyalty.
1.The HLL announced a contribution of fifty paisa to a diarrhea project on sale of
each of its LIFEBUOY brand soap. It helped to improve market share for
‗lifebuoy‗
2. OBEROI Hotels had specially designed and printed envelopes placed in all
Oberoi properties where in the guest could contribute to CRY, a non
government organization and collected more than Rs. 6.50 lakhs in 18 months.
CRY is a NGO whose role is that of an enabler a catalyst between two groups
of people (a) development organization and individuals working at grass root
level with marginalized children, their families and communities and people
from all walks of life who believe in the rights of children.

3. In India ‗whisper‗ a brand in the sanitary nappies market where the materialistic
difference is minimal announced a contribution of Re 1 on every pack of its
sales for blind relief society. It helped to improve market share for ‗Whisper‗
4. NOVARTIS INDIA LTD. a pharmaceutical company in a cause related
marketing scheme donated 2% or value of sales of OVALTLINE PLUS
towards CRY‗S (a NGO‗s) Gujarat rehabilitation operations. Total amount
raised was approximate Rs. 40, 000
5. The HLL announced a Rs. 5/- contribution to SOS children‗s village, a social
service organization working for educating every little heart by inserting
coupons in its Brook bond Taj Mahal tea powder packs. The customer has to
tell the coupon number to the company through a toll free telephone number.
American Express first coined the phrase ―Cause Related Marketing‖ in the
1980s while raising money for the restoration of the Statue of Liberty in New York
City. The CRM trend rapidly caught on with corporate in India during the 1990s.
CRM became the vehicle by which companies indirectly propagandized their
brands and it has provided companies with a new tool to compete in the market.
The Principle goal of a Cause Related Marketing program has been to impact a
company‗s bottom line through increased Sales. Some of its potential benefits
include: Attracting and Retaining Customers, Market Differentiation, out reach to
Niche Markets.
The increasing involvement of corporates in philanthropic or socially related causes
has led to the growth of Cause Related Marketing (CRM) across the world.
Although a phenomenon that had its roots in the western countries, CRM has gained
rapid acceptance in India in recent Years. A case in example for this is Aravind
Eye Care, TATA Salt.
4.Some of the potential benefits include:
1. Attracting and Retaining Customers

2. Market Differentiation
3. Outreach to Niche Markets
5.Types of Cause marketing
Cause marketing can take on many forms, including:
1) Product, service, or transaction specific Promotion of a common message
2) Product licensing, endorsements, and certifications Local partnerships
3) Employee service programs
Real-World Cause-Related Marketing Success
Cause-related marketing yields mutual benefit. Look for partners with a similar
agenda whose goals can be better achieved by partnering with your business. Take
inventory of the assets that make you an appealing partner in a cause-related
venture.
There are many types of mutually beneficial relationships you can form with your
cause-related partner, including special events, sales promotions and collection
plans. An easy way to embrace a cause is to team up with a charity.
************The End ***************

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