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Strategic Brand Management Report

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The other type of CSR is Buy One, Gt One (BOGO). Tis approach is formed on the base of “Buy one, gt one free”, wre the extra ‘one” goes to a worthy cause. Te third one is Volunteerism Rally were customers are encouraged to volunteer some of their time for a good cause for example, vsit an orphanage home in exchange for some type of benefit that the company behind the sponsorship provides. Te fourth is Consumer-Directed Donation where customers are given a chance to choose causes to donate funds to.

Fnally, te Consumer Pledge Drives is where companies encourage their customers to pledge support for specific social issues or specific nonprofits (Adkins 248). Pocter & Gamble and Special Olympics have had one of the longest cause-related marketing partnerships from 1987 to date. Dring this period, Pocter & Gamble has been sending out billions of coupons for retarded children on behalf of the Special Olympics. Bcause of the partnership, Pocter & Gamble’s sales percentage, mrket share and retail activation has been on the rise. Sme of its branches even gone ahead to record as high as 14% increase in its sales.

Te 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. Te National Childrens Accident Prevention Campaign under Children’s National Medical Center was started in 1986 by a surgeon named Martin R. ad Herta Feely, aPR professional. I 1987, te two managed to secure funding from Johnson & Johnson, wich is the organizations founding sponsor, ater which the National KIDS Campaign was officially launched in 1988.

Te partnership between Johnson & Johnson and the Children’s Hospital Medical Center and the National Safety Council, ws aimed at sponsoring a five-year CRM Program to reduce preventable children’s injuries. Ater this partnership was formed, atotal of 42 non-profit organizations helped to promote the campaign. Sme of the organizations included the National Parent Teachers Association, Aerican Red Cross, ad the Boy and Girl Scouts of America. Trough the campaign, cnsumers were offered a free safety kit for children and a Child’s Safety in exchange for proofs of purchase.

Te promotional campaign gave Johnson & Johnson Company a lot of exposure as almost 50 million...

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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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