Cause Related Marketing

Executive Summary

"Everything is connected to everything else" is often called the First Law of Ecology. We through the medium of this paper try to draw out significant conclusions about the benefits- economical, social and environmental by looking towards Cause Related Marketing (CRM) from the business perspective. The need for such a perspective is drawn by intensified competition and clutter created in the consumers mind.

We then link CRM with the consumer behavior and their decision making process and find out the ‘attack-points’ and how CRM can be effectively used to create and/or enhance Brand Equity of any organization.

After this we define the levels of social involvement that Cause Marketing exposes and how it all relates to the bottom line of the organization as well as snugly fits into the society.

To understand the nuances of CRM a secondary research is carried out that reveals that CRM impacts females more along with the ‘Gen Y’ who take the case of being socially responsible quite seriously.

A model is suggested