The world has shrunk as a result of technology and globalization and contrarily the magnitude of problems faced by people have become highlighted. Today there is more concern and awareness about every issue affecting humanity as a whole, countries, communities, families or individuals. People are aware. People are vocal, verbose even. There’s dissatisfaction and a willingness to change.
A marketer, when recognizes this need and initiates to help a cause and facilitate his profit motives simultaneously, treads the waters of cause marketing. Kotler describes Cause Related Marketing (CRMk) connects a company’s contributions to a certain cause, in order to incite customers, directly or indirectly, to participate in profit-driven transactions. The motive behind a purchase for the customer then fulfils a more private need and satisfaction. In an article published in Stanford Social Innovation Review (Summer 2009), entitled The Hidden Costs of Cause Marketing, the authors propagate the term
Consumption Philanthropy as a synonym for cause related marketing (Eikenberry, 2009, p.52). Consumption philanthropy relates the purchase of a product or service with the satisfaction of having contributed to a social cause.
Brand Visibility – It increases brand visibility, press coverage