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Strategic Brand Management Report

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Finally, the Consumer Pledge Drives is where companies encourage their customers to pledge support for specific social issues or specific nonprofits (Adkins 248). Instructions: Tick appropriately. NAME OF COMPANY ……………………………. .…………………………… TYPE OF BUSINESS …………………………………………………………… Type of CRM undertaking YES NO 1.

Proud Supporter YES NO 2.

Buy One, Give One (BOGO) YES NO 3.

Volunteerism Rally YES NO 4.

Consumer-Directed Donation YES NO 5.

Consumer Pledge Drives Table 1, Retailers Questionnaire Successful Cause Marketing Campaigns Procter & Gamble and Special Olympics have had one of the longest cause-related marketing partnerships from 1987 to date.

During this period, Procter & Gamble has been sending out billions of coupons for retarded children on behalf of the Special Olympics. Because of the partnership, Procter & Gamble’s sales percentage, market share and retail activation has been on the rise. Some of its branches have even gone ahead to record as high as 14% increase in its sales. The success of the partnership to both the Special Olympics and Procter & Gamble has been so enormous consequently prompting further support for Special Olympics Programs each year. The National Childrens Accident Prevention Campaign under Children’s National Medical Center was started in 1986 by a surgeon named Martin R.

Eichelberger, M.D. and Herta Feely, a PR professional. In 1987, the two managed to secure funding from Johnson & Johnson, which is the organizations founding sponsor, after which the National SAFE KIDS Campaign was officially launched in 1988. The partnership between Johnson & Johnson and the Children’s Hospital Medical Center and the National Safety Council, was aimed at sponsoring a five-year CRM Program to reduce preventable children’s injuries. After this partnership was formed, a total of 42 non-profit organizations helped to promote the campaign.

Some of the organizations included the National Parent Teachers Association, American Red Cross, and the Boy and Girl Scouts of America.

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preview essay on Strategic Brand Management Report
  • Pages: 7 (1750 words)
  • Document Type: Essay
  • Subject: Marketing
  • Level: Masters
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