1. CHAPTER 1
INTRODUCTION
1.1 WHAT IS ADVERTISING?
Barbara stern, Rutgers University sees Advertising as a form of structured literary text,
rather different from the spontaneous word of mouth communication of oral speech ; She
proposes a more sophisticated communication model. The stern model recognizes that in
advertising, the source, the message and the receiver, all have multiple Dimensions.
Advertising as a discrete form, generally to have agreed to have begun with newspapers
in 17th Century, this included line or classified Advertising. Simple descriptions plus prices of
products served their purpose until the late 19th Century, when the technological advancements
meant that illustrations could be added to advertising and color was an option.
Advertising is:
A paid form.
A way of promoting products, service or information.
A form of communication between manufacturer and the consumer.
An integral aspect of Pop culture.
A part of our urban landscape.
However, it was not until emergence of advertising agencies in the latter part that
advertising became a fully fledged institution, with its own way of working and its own creative
values. These agencies were a response to an increasingly crowded market place, where
manufacturers were realizing that promotion of their products was vital if they were to survive.
Advertising quickly took advantage of new mass media and to a much greater extent radio, to
transmit commercial messages.
Unhappy, with the ethical compromise of the single sponsor show, NBC Exec. Sylvester
Weaver came up with the idea of selling not whole show to advertisers but separate small blocks
of broadcast time. Several advertisers could buy time within one show. Thus the concept of
commercial break as we know came into being.
The analysis of advertising is an integral part of Mass-Media Studies. Advertising
manifests itself into all known forms of media and is constantly seeking new media, new
channels of communication. Through looking at advertising we can learn not only how ideas can
be communicated at great speed but also how brands can be built.
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2. 1.2 WHAT IS BRAND AND BRANDING?
The very word brand is taken from Old Norse word, Brandt which means, to burn. From
brand, another word evolved: Branding. The very idea of Branding incepted in 15th century
when cattle owners, in order to differentiate their own cattle from others embellished a special
symbol upon their cattle. Further branding entered the world of business wherein 2 people selling
the same commodity, differentiated their product by adding special attributes to their own. This
gave birth to modern branding.
Brands as a whole could be defined as Entire process involved in creating a unique name
and image for a product (good or service) in the consumers' mind, through advertising
campaigns with a consistent theme. Branding aims to establish a significant and differentiated
presence in the market that attracts and retains loyal customers.
Today a typical super market in India showcases more than 1200 Brands, An average
Indian consumer has At least 1 TV Set, Reads 1 Newspaper and on an Average listens to radio
for half an hour. In this duration of his exposure to media he comes across atlatl 1000 ads per day
of various products.
Today with the emergence of newer media, better education, better lifestyle and more
competition in a free Indian market, a consumer is in a constant dilemma of which product to
choose or as to which brand to buy. This dilemma is not alone in the heads of the consumers but
in the heads of the marketers or sellers too. As with increasing competition, it is becoming more
and more tricky to differentiate one brand from the other. Hence in the era of choices and dearth
of dissimilarities, branding has become the quintessential part of the game. Because today, when
a consumer picks a brand, he's not picking a product, rather he's picking up or choosing an
element of his personality, trying to reinforce who he really is.
1.3 BRAND DIFFERENTIATION:
In order to differentiate one brand from another, there have been several approaches in
order to endeavor and connect with the consumer and create a sense of consumer loyalty. There
have been various methods to create this loyalty. To name a few, Emotional branding, jingles,
celebrity endorsements. However these methods haven't been as successful as they ought to be.
In the break neck speed of the new brands coming up, a brand in order to stay at the top of the
game also needs to constantly re-invent itself.
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3. 1.4 BRAND RE-INVENTION:
Why does a successful brand want to break out and add a new dimension? The key
reason is that consumers evolve significantly. Their passions, obsessions and interests change. So
if a great brand wants to remain as consumer-relevant in the future as it has been in the past, it
has to reflect this evolution. For instance, concern for the environment features today in many
consumers‟ choices. Twenty years ago, the environment may not have featured on consumers‟
radar screens at all. Therefore, if a brand such as Honda wants to retain the strong affinity with
these consumers, a good method is to take on the added dimension of being environmentally
sensitive itself.
It is not merely consumers who change, even industries do. Apple‟s initial position as an
“anti-IBM” brand would have certainly lost relevance after IBM chose to exit personal
computers. Hence Apple had to adopt an exciting, relevant added dimension such as “cool and
lifestyle”. Sometimes, when your arch-enemy vanishes, your brand has to begin its search for a
strong proposition all over again.
Another key motivator for breaking out is that brands, like Artemis, want to remain
perennially youthful and exciting. The conventional marketing route to achieving this is to
prelaunch the brand periodically by digging deeper or climbing higher on the core benefit which
the brand already offers. Dove‟s „Real Beauty‟ is a brilliant example of this conventional
approach. Dove built on its core attribute of being a „real moisturizer‟ soap and the benefit of
really healthy skin. And in recent days it has raised its appeal to an emotional pitch by
highlighting what real beauty means.
The break-out route, on the other hand, achieves this Artemis objective by adding an
entirely new and lateral dimension to the brand. The Tata brand adding on the dimension of
innovation through the launch of the Nano, a breakthrough concept in automobiles, is a good
example of this – because innovation is quite distinct from the brand‟s core proposition of trust,
yet adds a very favorable new facet to the brand. Suddenly, with sub-brand Nano in its stable,
brand Tata is seen as very innovative, even as it continues to be a leader enjoying trust.
Another route, breaking out by championing a relevant cause, is unique because it
involves no new product or technology, yet builds customer affinity exceedingly well. Tata Tea‟s
recent Jaago Re campaign, where a brand of tea championed social and political awakening and
urged youth to vote, is a good example. It helps Tata Tea break out because the brand, which has
traditionally been associated with “Asli Taazgi” (real freshness), is suddenly seen as far more
youthful, having connected superbly with both the dissatisfaction and action-orientation of
youth.
Another beautiful example could be of Idea Cellular: Brought in the concept of the Big
Idea to the telecom category. Started with a name called Idea, and capitalized upon that very
name. The first in this sector to explore inclusive branding. Brought in the key insight that India
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4. is changing and that the consumer is getting to be more and more self-actualizing, at least
aspiration ally.
Its many campaigns have done wonders. Looked at Indian-ness keenly and used it to
advantage. Recognized Indian pride as well. Its campaigns went multi-media and went intrusive
into the consumer domain. Its grasp of local issues, particularly with regard to its Mumbai entry,
was very perceptive.
1.5 WHAT IS CAUSE BRANDING?
Jerry Welsh, a Sr. Vice President of 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. American Express pledged to donate on cent towards the restoration of the
Statue for each use of its card and a dollar for each issue of new card. This is a case of Cause
Marketing, which yielded amazing results – American Express donated $1.7 mn towards the
restoration; also, there was a 28% increase in card usage by American Express cardholders along
with a 45% growth of new cardholders.
Cause Marketing (CM) or Cause Marketing is an umbrella term that covers a rich range
of marketing activity. Two of the best definitions of Cause Related Marketing are:
“(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”. Business in the
Community, the leading British corporate social responsibility organization.
Until 1991, Indian advertisers resorted to conventional methods of Branding and
positioning. In 1992, P.V. Narsimha Rao, the Prime minister of India, opened the
floodgates of liberalization and allowed the influx of foreign bands. As, the competition
to remain in the public memory grew fiercer, corporate had to resort to different methods
of marketing and advertizing.
Related one such method was, Cause Related Marketing- CRM. Cause Marketing (CM)
or Cause Marketing is an umbrella term that covers a rich range of marketing activity.
One reason is that companies are taking a more strategic approach to their community-
involvement efforts, seeking ways of benefiting community organizations while also
furthering companies‟ business goals. Another reason for CRM‟s growth is that public-
opinion research has become that effective cause programs can enhance a company‟s
reputation and brand image and increase the credibility of its marketing effort while
giving customers a convenient way to contribute to nonprofit organizations through their
purchasing decisions.
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5. Cause Related Marketing has become a cornerstone of marketing plan. The increasing
involvement of corporate 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, and Tata Tea.
1.6 CAUSE BRANDING/ CAUSE MARKETING/CSR
Cause Marketing is characterized by one-time support of causes with a traffic-driving or
public relations objective. In the big picture it is a step beyond the traditional check-writing
associated with corporate philanthropy. In the simplest form it‟s Toys for Tots collection bins,
food drives, and infant car seat checks at retail locations. The intent is to positively influence a
consumer by aligning with a cause and enabling a consumer to support the cause through a short-
term marketing promotion.
Cause Branding goes deeper. It is continuous, 365-day-a-year association with a cause
via internal and external programs. In the purest form a brand brings its core values to life by
supporting a cause or nonprofit partner that embodies those same values. It is a true branding
endeavor to align a cause and a brand‟s support of that cause in the consumers mind. It is
linkage: Ben & Jerry‟s and the environment; the National Football League and United Way; Lee
Jeans and breast cancer
In some minds the line between cause branding and Corporate Social Responsibility
(CSR) may blur. Cause branding is not CSR. While because branding might be the public face of
a comprehensive CSR program, the differentiating factor is cause branding‟s focus. A true cause
branding program is about one issue, be it health, the environment, literacy, youth education or
another societal need.
CSR is broad. It encompasses sustainable development, domestic and international labor
practices, community development, environmental standards and practices, and any number or
other issues. While CSR can work to establish a brand as a good corporate citizen, cause
branding forges a true emotional connection between a brand and its customers to support a
cause that reflects the brand‟s core values and the passions of customers and consumers.
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6. 1.7 RATIONALE:
The selection of the topic is based upon the current trends in the Indian Advertising. A lot
many corporate are delving into the realms of Public Service and are picking up a social cause.
However, the researcher is interested to know about the scenario that shall occur when more and
more corporate join the social cause Bandwagon.
A survey conducted by a Market Research firm, YANKELOVICH SKELLY & WHITE
showed the increase in sales of BMW after it picked up a cause: SPREADING BREAST
CANCER AWARENESS. The survey also shows that there are nearly 300 companies in U.S.A,
alone to support the cause of Breast Cancer Awareness. Today, most of them are in a
sponsorship clutter and are long gone. Other corporate have performed a major Faux-pas, by
simply picking up a wrong cause or causes that doesn‟t attract existing customers or potential
customers.
India too is picking up the trend fast. SAVE TIGER CAMPAIGN BY AIRCEL, SAVE
PAPER CAMPAIGN BY IDEA, SHKSHA PROJECT LAUNCHED BY P&G are all examples
of CRM.
The researcher is interested to know the far-reaching effects of CRM. As it is an effective
tool for Brand-differentiation and Product Recall. But, shall cause only suffice? What if Basic
services of IDEA or AIRCEL are faulty? Would still people buy it, taking into account the noble
cause they‟ve stood for? And how is it relevant for a telecomm provider to stand up for
SAVING TIGERS?
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7. CHAPTER 2
REVIEW OF LITERATURE
The Review of Literature chapter consists of some matter that is integrally connected
with the past research. Any research problem that has its logical position in the conceptual map
comprises of two types of literature; Research Literature and Conceptual Literature.
Research Literature: It Consists of Published Reports of research studies which present
data. Conceptual literature: it contains other published literature that is not associated with the
research data.
Researcher who conducts study under the guidelines of scientific research never begins a
research study without consulting available literature t learn about what has been done, how it
has been done and how the results were generated.
2.1 SOURCES OF LITERATURE:
It can be primary and secondary. The primary source encompasses the direct description
of the study, the researcher has undertaken. Researcher, who has actually observed or witnessed
the phenomena. Secondary sources involve works or publication by the author, not directly
observing or participating in the research.
For the purpose of gaining deeper insights on the world of branding and social cause
marketing, the researcher read through the material on the subject and tried to understand the
topic better.
2.2 ACADEMIC RESEARCH:
For many years, community development goals were philanthropic activities that were
seen separate from business objectives, not fundamental to them. „Doing well‟ and „doing good‟
were seen as separate pursuits. That is changing .today, the emergence of cause marketing
programmers, have heralded a dramatic shift in nonprofit-for-profit relationships. It has
established the concept that community development and support could be positioned at the
intersection of business objectives (sales/profits) and societal needs. Supporting a specific cause
and being public about this support gives companies identifiable personalities, demonstrates
what they stand for , and helps them connect with the customers, suppliers, investors, employees
and the community. Cause marketing programmes allow the consumers to overtly and publicly
express their feelings about the brand and the cause the brand associated.
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8. Cause branding is with us since our local shops and vendors set up donation boxes to help
a local cause, near their cash counters. It was American Express, that 1st coined the term cause
related marketing in 1983. That year they launched a three-month marketing program around the
statue of liberty restoration project. The Objective: to increase card use and new card applicants.
At the same time raise money and awareness and support for the non-profit restoration fund.
American Express donated one cent for every card transaction and one dollar for every new card
application. It backed the program with a 4 million$ advertising campaign, that aimed at
reaching out to older customers and drawing new ones. The results were impressive, in just three
months, the restoration fund raised over $ 1.7 Million. American Express card usage grew to
45% and new card applications raised to 27% A fitting outcome to a well planned strategic
effort. A clear demonstration, cause marketing could achieve strategic goals by linking with non-
profit organizations and a cause and enabling their customers to financially support the cause by
doing business with for-profit organizations. From initial entry into consumer mind-space, cause
marketing programs have evolved into a firmly established practice followed by marketers.
2.3 THE EVOLUTION OF CAUSE RELATED MARKETING:
Cause marketing has evolved from a short term tactic used to spike sales into a powerful
positioning discipline used to enliven brand equity and enhance corporate image with a
significant bottom line and community impacts.
Cone Inc has been a leading research firm that delves into the research of Cause branding
and its effectiveness.
In 1993, the first Cone/roper study captured consumer‟s enthusiasm for this evolving
trend and gave executives and non-profits benchmark results and fresh ammunition to
create a burst of programs. During this time innovative companies began to realize the
power of cause programs to create an additional value, beyond just short term sales.
By 1998, cause-marketing had become a common practice. According to the
International events group (IEG), corporate investments in cause programs increased to
about 400% from $ 125 Million in 1990 to $ 545 million in 1998. Consumers were
paying attention and rewarding companies who were differentiating their products and
services.
According to the 1999 Cone/Roper study of cause-related trends report finds that
Americans solidly and consistently believed in cause-related-activity and companies are
benefitted in terms of brands reputation, image and bottom line. Americans expect
business to address social issues and the acceptability of cause-branding had reached to
74% from 66 % in 1993. Consumer‟s likelihood to switch brands or retailers (66% &
61%) respectively has remained consistent.
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9. According to the Cone corporate citizenship study of 2004, nearly 80% Americans said
that corporate support of the causes wins their trust in the company, a 21% since 1998. A
staggering 86% said that they‟d switch their brand from one to another, if the brand is
related to a cause. A raise from 81% as of October, 2001. Cause therefore has become an
important differentiator.
The Latest study conducted by Cone Inc and Duke University on Cause-Brandings has
given some wonderful consumer insights.
The 2008 Cone/Duke University Behavioral Cause Study, released by Cone and Duke
University‟s Fuqua School of Business, validated for the first time that cause-related
marketing can significantly drive actual consumer choice.
During the first phase of the study at Duke University, 182 participants evaluated a new
regional magazine and were exposed to either a cause-related or generic corporate
advertisement for one of four focus brands. Afterward, they entered a mock convenience
store with nearly 150 SKUs and were given real money to purchase a product in each of
the four categories. Results revealed:
Substantial cause-related sales lift for two of the four consumer packaged goods
categories tested:
74% increase in actual purchase for a shampoo brand when associated with a cause(47%
of participants who saw the cause-related message chose the brand while only 27% of
those who saw the generic corporate advertisement chose the brand)
28% increase in actual purchase for a toothpaste brand when associated with a cause
(64% of participants who saw the cause message chose the target brand vs. 50% who
viewed the generic corporate advertisement)
Modest increases in the other two product categories tested (chips and light bulbs) –
Qualitative consumer responses showed that the issue, the nonprofit and the inherent
nature of products were key factors in making cause-related purchasing decisions and
helped explain why movement in these categories was not significant.
In the second phase of the research, Cone and Duke validated the sales increases for
shampoo and toothpaste by replicating the study online among a nationally projectable
sample of more than 1,000 adults. The results revealed that participants spent nearly
twice as long reviewing cause-related ads versus the general corporate advertisements.
This resulted in a sales increase (19 percent) similar to the lab study for the target
toothpaste brand. And although the shampoo brand increased only by a modest 5 percent,
sales among its target audience of women increased by nearly 14 percent.
“It‟s much easier to make a purchase by clicking a button than it is to pick up and
experience a brand in the richer store environment; the results of our study likely lie
between the impulsive online shopper and the deliberate in-store shopper,” says Gavan
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10. Fitzsimons, Duke marketing professor and lead researcher on the study. “One thing we
know for sure - consumers are paying more attention to cause messages, and as a result,
are more likely to purchase. This is clearly great news for brand managers, as every
percentage increase can translate to millions of dollars in revenue.”
2008 Cone Cause Evolution Study
Cone first began measuring the attitudes of Americans 15 years ago, and today,
expectations of companies continue to grow. To complement the behavioral study, Cone
conducted the 2008 Cause Evolution Study, to better identify what drove substantial product
sales for only two of the four brands. The results found that consumers consider the following
factors to be important when deciding to support a company‟s cause efforts:
84% want to select their own cause
83% say personal relevance is key
80% believe the specific nonprofit associated with the campaign matters
77% say practical incentives for involvement, such as saving money or time, are
important
65% find emotional incentives for involvement, such as it making them feels good or
alleviating shopping guilt, important.
“The findings of the 2008 Cone Cause Evolution Survey help reinforce why two of the
categories in our behavioral research did not show significant increases in sales. Consumers want
to feel a connection to the issue and the nonprofit while fulfilling their personal needs,” says
Alison DaSilva, executive vice president, Knowledge Leadership and Insights, Cone. “While this
is a tall order for companies, it provides great opportunity for continued innovation and business
growth.”
Consumers set bar high for companies, even during poor economic climate
The 2008 Cone Cause Evolution Study also revealed that consumers continue to have
high philanthropic expectations for companies struggling amid the current economic crisis. More
than half (52 percent) of Americans feel companies should maintain their level of financial
support of causes and nonprofit organizations. Another quarter (26 percent) expects companies
to give even more.
Fortunately for marketers, consumers are also more receptive to cause messages than ever
before. They will reward companies that give back both with their goodwill and their wallets:
85% of Americans say they have a more positive image of a product or company when it
supports a cause they care about (remains unchanged from 1993)
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11. 85% feel it is acceptable for companies to involve a cause in their marketing (compared
to 66% in 1993)
79% say they would be likely to switch from one brand to another, when price and
quality are about equal, if the other brand is associated with a good cause (compared to
66% in 1993)
38% percent have bought a product associated with a cause in the last 12 months
(compared to 20% in 1993)
Priority Issues for Business and Society
The leading issues that Americans want companies to address in their cause programs are
consistent with growing domestic and global needs. These are also issues in which companies
can use their business scale and resources to have the greatest impact. The issues include:
Education – 80%
Economic development (i.e.: job creation, income generation, wealth accumulation)–
80%
Health and disease – 79%
Access to clean water – 79%
Environment – 77%
Disaster relief – 77%
Hunger – 77%
Americans also acknowledge that to truly drive change, there needs to be widespread
collaboration among sectors. Nearly nine in 10 Americans (89 percent) say it is important that
business, government and nonprofits collaborate to solve pressing social and environmental
issues.
Communication Disconnect
Almost uniformly (91 percent), Americans believe companies should tell them how they
are supporting causes, but many do not feel they are getting sufficient information. Only 58
percent of Americans believe companies are providing enough details about their cause efforts.
Half also think the government or other third parties should regulate cause marketing by
companies.
“Progressive organizations are moving away from „assembly-line cause‟ – simply picking an
issue and a partner off the shelf – as they evaluate how societal needs and business growth are
intrinsically linked, thus creating a better society along with a better brand image.
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12. 2.4 CAUSE BRANDING: THE INDIAN PERSPECTIVE:
Cause Branding is certainly not a new phenomenon in India. Years before the current fad
of cause-branding caught the attention of corporate houses, we had philanthropic efforts by
Birlas (temples, Dharmashaalas etc.) Tatas (Tata Endowement Trust, Tiss, Etc.) and Bajaj
(JBIMS)
In mid-90s. after the success of Cause Branding in the west, Indian corporate too tried out
and realized the potential of cause-branding. Leading corporate houses like Wipro, P&G, and
Tatas started coming out with their cause branding programs to blend the business with social
causes.
Companies are increasingly finding the marketing communications to be a challenging task.
Marketers have discovered that:
Technology is making our world smaller
Consumers have easier and more access to information
Consumers are communicating to each other more than ever before
Consumers are more empowered and have more choices than ever before.
Yet it is becoming harder for the marketer to reach the target consumer. The proliferation
of media channels have resulted both in audience fragmentation and information overload that
even a consumer looking for a product may not find it. Faced with declining rates of preferred
media consumption by the target audience, marketers have now found that aligning themselves
with a cause has enabled them to break through the clutter and differentiate themselves in the
eyes of the consumer. They are now investing in cause branding to align their organization with
a cause that is relevant to customers. The marketer stakes a claim in the mind of the consumer
thus: “If Colgate is giving underprivileged children free dental checkups along with Pratham (
NGO) and the Indian Dental Association, I will support Colgate and tell my friends and family to
do the same.”This is the potential advantage that cause marketing can create for the organization.
Obviously then, there is a need to strategize the cause marketing effort. Yet as we scan the cause
marketing scene in India over the last two decades, we are accosted mainly with examples that
resemble relatively superficial and tactical partnerships. Tactically cause marketing programs fall
into three general categories:
1. Transactional: Programs are designed to offer to make a contribution to a designated
cause based on consumer activity such as buying a product or shopping at a particular
retail store. The Tsunami disaster gave ample scope for hundreds of retail outlets to say
they will donate to Tsunami Relief Funds for purchases made at their establishments.
2. Message promotion: Joint campaigns that raise awareness of a cause‟s message (e.g.
Fight polio, tuberculosis, cancer) or participation in its programs (e.g. join us in
eradicating illiteracy) while building a positive association with the corporate sponsor or
its brands.
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13. MTV, being a youth channel, regularly created excellent public service advertisements
aimed at youth on issues which matter to the young of this country. For example on the
importance of adult franchise to first time voters.
3. Licensing: Typically, under this method, a nonprofit licenses a company to develop,
produce and market/distribute a mission related product that is promoted either with the
organizations brand name or co-branded with both the company‟s and nonprofit‟s name
for a fixed number of products produced or for a fixed time period. For example, WWF
logos on stationery.
In India, Coke’s tie up with Indian oil and Cancer Patients Association is a good example
to illustrate how partnerships can create synergies to make a difference. Coke provides
the kiosks and the equipment, which are located at oil stations and are run by cancer
patients. HLL‟s Fair &
Lovely Foundation offers the Project Saraswati scholarships for graduate and
postgraduate studies which are granted to deserving young women who have the aptitude,
drive and ambition to achieve their goals, but are financially constrained. Project
Saraswati is one such project undertaken by the Fair & Lovely Foundation for the
economic empowerment of India‟s young women. Under Project Saraswati, scholarships
of up to Rs. l lakh will be awarded to deserving young girls from across the country, for
any graduate and postgraduate course within India. HLL has truly identified a cause that
is congruent with the target audience that its serves and resonates the values that its brand
Fair and Lovely stands for.
During the Mumbai Marathon 2006, Asian Heart Institute, associated itself as the
Medical Partner to the event, and offered Free Tread Mill Tests for all participants
confirmed in the Marathon above the age of 40 years, in the Half Marathon above the age
of 50 years, in the Dream Run above the age of 60 years and in the Senior Citizens' Run,
at its center in Bandra Mumbai. Again, a true fit between the cause and the service that
the organization has on offer.
The Cases that truly stand out in Indian cause Branding Scene is: P&G and Tata Tea.
2.5 P&G : CAUSE BRANDING INITIATIVE :
Proctor and Gamble‟s path breaking and extensive cause marketing initiatives in India
amply demonstrate its strategic intent in this space. Procter & Gamble Hygiene and Health Care
India had launched Project Drishti -- the first ever sight restoration corporate project which was
undertaken in association with the National Association for the Blind (NAB). Project Drishti
attempted to restore the sight of over 250 blind girls all over the country through corneal
transplant operations. For the period April to June 1999, this initiative was supported by Whisper
for every retail pack sold, Re.1 went into the Project Drishti fund with an initial funding of Rs.25
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14. million rupees. Whisper‟s sales registered an impressive growth of 32% despite stiff competition
from lower-priced brands thanks to this well executed strategic cause marketing program.
India has the world's largest number of uneducated children. Shiksha is cause marketing
P&G program to help children across India achieve their right to education, in association with
India's premier child rights organization Child Rights and You (CRY) and Sony Entertainment
Television. Shiksha has entered its third year. Some of India‟s leading film stars have united to
appeal to consumers to support Shiksha by buying large packs of Tide, Ariel, Pantene, Head &
Shoulders, Rejoice, Vicks VapoRub, Whisper, Gillette Mach 3 Turbo or Pampers during April,
May and June, 2006 and lead a child to the path of education. Irrespective of sales, P&G has
committed a minimum of Rs. 1 crore to Shiksha, which will be allocated to education-focused
projects.
In 2005, Shiksha received tremendous support from consumers, the news media and
influencers resulting in P&G contributing Rs. 1.26 crore which helped support the education of
11,000 children in 109 villages. Shiksha has helped make a positive difference by working with
the State
Education Departments to re-look at existing education policies; creating awareness to
build more schools with better infrastructure; enrolling more children into formal schools; and
building all-round development of children through education. Some key positive actions that
Shiksha 2005, made possible include:
Enrollment of 230 children into formal schools;
Lok Shikshan Abhiyan (Osmanabad, Maharashtra) campaign in 35 villages against child
labor and early marriages helped achieve 100% enrolment in schools;
Community Service Guilds (Salem and Namakkal districts, Tamil Nadu) that drove
awareness on education, built more schools, and sensitized employers to tackle the issue
of child labor;
The Association of People with Disability (Kolar, Karnataka) provided adequate
education infrastructure and learning material thus ensuring the development rights of
disabled children in schools;
Tribal Development Society (Bellary district, Karnataka) set up leadership trainings and
angadwadis, and continued to create awareness on education and health issues;
Chetna Vikas (Wardha district, Maharashtra) setup Bal Sabhas and sustained nine Bal
Bhawans focusing on learning through art and games to improve the children‟s
confidence, creativity and expression, and in addition conducted support classes for
academically weak students.
P&G initially ran Shiksha as a joint educational initiative with MAA TV in Andhra
Pradesh. It announced that on purchase of any P&G product; Vicks, Whisper, Ariel, Tide, Head
& Shoulders or Pantene, a mother can win either Rs. 2 lakhs towards Graduate Education Fee of
one child (23 such Prizes), or Rs. 5,000 towards Next Year's Tuition Fee for one child (96 such
Prizes) and a number of other Consolation Prizes, all courtesy P&G.
Every day, Rs. 2,25,000 worth of prizes were announced on MAA TV until 12th June‟
03, totaling to Rs. 5 million+ dedicated by P&G towards the Shiksha prizes. All Shiksha prizes
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15. could be gifted and were transferable, in case the winner was not a parent or if the child was
above 21 years. Launched on 22nd April 2003, Shiksha received a positive response from all
parts of the country with the total number of Shiksha-stickered P&G products sold reaching 20
lakhs of which 70,000 packs were purchased by consumers in Hyderabad.
Their project OPEN MINDS is helping 20,000 working children receive an education
while Project Poshan is a serious attempt to fight the malaise of malnutrition in India which sadly
accounts for 40% of the world's malnourished children. Some of P&G's other successful social
responsibility initiatives in the past include: PEACE - a unique environmental education
program.
FUTURE FOCUS - the first-ever write-in career guidance service. In partnership with Swayam
Shikshan Prayog (SSP), P&G opened seven Community Resource Centers to generate
selfemployment,education and micro-credit for the earthquake victims of Kutch.
In recognition of its focused Cause Marketing efforts, Brand Equity of the Economic
Times bestowed a special award on Procter and Gamble for Cause Marketing for Project Drishti
and Project Poshan campaigns at the All India Promo Awards 2000. Accolades rightfully earned
as Proctor and Gamble has adhered to the path of strategizing its Cause Marketing Programs.
Project Drishti was literally an eye opener for Indian marketers. A female hygiene brand
Whisper contributing to the cause of eradication of female blindness. The brand managed to
garner significant market shares with its premium pricing as a result of this campaign. Their
other initiative of Shiksha aimed at child literacy also resonates with values that its target
consumers have found eager to associate themselves with. Shiksha is now entering its third year
of operation and top management are very much involved in the success of the programs.
2.6 TATA TEA - A CASE STUDY :
Tata Tea history
Tata Tea‟s origins lie in a UK-based company, James Finlay, which played a vital role in
the development of the tea industry in India starting in the 1850s. In 1964 Tata and James Finlay
entered a joint venture to form Tata Finlay and not long after, in 1976, Tata Finlay took over the
production and marketing operations of James Finlay. Tata went on to acquire the entire
ownership by 1983 giving birth to Tata Tea. The challenge that lay ahead was for Tata Tea to
brave the fierce competition from the Hindustan Unilever brands, Brooke Bond and Lipton. It
devoted its advertising efforts to emphasizing the quality of its tea and how it controlled the
entire value chain to ensure that quality. It devoted its investment efforts to expanding its
manufacturing facilities in India and Sri Lanka, and establishing subsidiaries in US and UK.
15

16. Then in 2000 it acquired the British giant Tetley Tea, thus moving to the global level as
the second largest tea brand in the world. Along with operational synergies, Tata Tea could now
also fall back on Tetley‟s expertise and distribution facilities, worldwide. Tata Tea continued to
communicate various functional properties like freshness and taste. “Actual freshness” (Asli
Taazgi) and “Say no, regret later” (Na kahoge toh pachtaoge) were some of the slogans that
portrayed the tea as an energy booster and refresher.In a bid to target customers from all regions
and stratas of society, Tata Tea‟s product/ price portfolio comprised tea for each segment. This
entailed innovation and the regular introduction of new flavors and new look products such as
flavored tea under the Tetley brand in 2003, sold with the ad line “A twist in your tea, a twist in
your life” (Chai mein twist…. Life mein twist).By the mid noughties, top management felt that
there was a need for a combined marketing strategy covering all its national brands- Premium,
Gold, Agni and Life, which could promote the mother brand as a whole. They seized upon Cause
–Related Marketing (CRM) which had taken off in the US in the 1980s.
In CRM a corporation allies itself with a non-profit social organization, typically by
donating receipts from sales to the non-profit. In this sort of alliance, the corporation builds
brand image while the non-profit increases its funding.
Campaign with a social initiative
For its foray into CRM, Tata Tea wanted to associate its brand with civic consciousness.
Moving away from positioning tea as just a revitalizing drink and instead stressing social
responsibility, they also wanted their campaign to target young Indians.To conceptualize the idea
Tata Tea hired the advertising agency Lowe Lintas. The agency came up with the Jaago Re!
campaign and its theme “Every morning-don‟t just get up, wake up” (Har subah sirf utho math-
Jaago Re!). The slogan raised in a memorable way the idea of social awakening.A series of 10-
second advertisements brought to the forefront several problems- corruption, improper roads,
responsibility of political leaders, role of police. The first commercial, for example, featured a
young man investigating the credentials of a political leader involved in an election campaign.
The idea was to connect with the consumers on emotional issues, to get young people fired up
about questioning the system. Given the target group, the ads were promoted using media
favored by young people. The Internet was fore grounded- social networking sites and blogs, and
a website, www.jaagoindia.org, promoted the campaign. The campaigns were a huge success and
helped drive Tata Tea‟s sales from approximately $910 million in 2007 to over $970 million in
2008. Seeing the monetary benefits and increase in brand loyalty, Tata Tea decided to take the
campaign further and focus even more on social issues.
The second phase
Thus was born the second phase of the campaign, which focused on the Indian general
elections (Jaago Re! One Billion Votes). For the campaign to be powerful, it needed to penetrate
down to grass root levels - to achieve this Tata Tea partnered with Janaagraha, a Bangalore based
NGO.The aim of the campaign was to alert citizens to their voting rights. Besides bringing out
the votes, the campaign also guided the youth through the voting process. A website,
www.jaagore.com, was set up to enable registration for voting. Several ads were designed in this
phase, which urged the citizens, especially young ones towards a transformation of Indian
society through voting. The most popular ad featured the message “If you are not casting your
16

17. vote on election day, you are sleeping” (Election Ke din agar aap vote nahin Kar rahe ho, to aap
so rahe ho).That ad helped pull over 600,000 people towards the website to register for voting.
IT giants with large numbers of young employees such as Infosys and Wipro supported the
campaign; most of their employees registered for voting through Jaago Re. The campaign also
generated support from Bollywood celebrities. Tata Tea‟s market share increased from 19.4% in
2007 to 20.6% in 2008. The sales, brand loyalty and increase in market share clearly showed that
these social marketing campaigns were well received by the customers. The Jaago Re! campaign
also brought about a response from the competitors. HUL re-launched Lipton Yellow Label tea
with the campaign Stay Sharp in 2009. The accent here was more on intellectual rather than
social energy since the plan was to position its product as a tea for sharp minds. The campaign
gained attention as 20,000 people registered on the Stay Sharp website (to solve their jigsaw
puzzle).
The Third Phase
Post Elections when everybody thought Jaago Re! campaign was taking its last breaths,
Tata tea returned with yet another attempt to conquer the social vice of Corruption. The
Campaign has been going strongly ever since.
2.7 WHAT MAKES A SUCCESSFUL CAUSE BRANDING PROGRAMME?
Analyzing these two case studies throw up some key insights as to what makes a successful
cause branding program. These insights are general in nature and can be applied to a wide
number of businesses and brands. These are:
1. Integration with corporate value system and a business model: For a Cause Branding
campaign to be successful, it must in some way, be related to the vision, mission, values and
business model of the organization. Moreover, Cause Branding needs top management and
employee commitment. Ingraining it with value system of the company is a sure way to find a
connect with the management. Cause Branding exercise must also be amply supported by
money, time, HR and promotion.
2. In-Depth Understanding of your Brand: Cause branding will succeed only if the core brand
values are associated with the cause. Before designing a cause branding program, it‟s imperative
to do a rigorous analysis of the brand. If one knows exactly what one‟s brands stands for, it
becomes easier to design a cause branding program.
3. Long-term strategy: Any branding effort is a long term strategy, Cause-Branding is no
different. To get favorable impact, Cause Branding must be a long-term strategy, with an eye on
the future.
4. Collaborations with other organizations: Generally Non-Profit Organizations, Govt., etc.
greatly increase the effectiveness of a Cause-branding program. Since these organizations are
17

18. more connected and aware of the social problems, it‟s always convenient and helpful to make
them partners.
5. Addressing a highly visible and a critical social cause: To be effective and highly visible, a
corporate must assume and undertake that is critical and in urgent need of support. Moreover, the
cause must be sufficiently visible so that people can relate to it.
6. Involving Employees at all levels: Cause Branding should be a complete organizational effort.
It must involve everyone in the organization so that the enthusiasm is maintained as well as
sustained.
7. Effective communication: The PR machinery of an organization should effectively advertise
and communicate the corporate‟s efforts of supporting a cause. Unless it is not effectively
communicated it won‟t enhance a company‟s brand image or reputation.
8. Impact must be measurable: As with other branding exercises, results of cause branding efforts
must be validly measurable. If the results can‟t be tangibly measured, the branding exercise can‟t
be sustained for a long time.
2.8 THE BENEFITS OF CAUSE BRANDING:
1. Attracting and Retaining Customers: Companies that have engaged in Cause –Related
Marketing report that those efforts help attracts and builds long- term relationships with
customer. For Example, affinity credit cards, in which a nonprofit organization benefits
each time a consumer, uses the card to make a purchase, help credit card companies
develop long-term relationships with consumers.
2. Market Differentiation: For many companies, Cause- Related Marketing has helped
them to create an alternative and distinctive approach to brand advertising. CRM can help
companies distinguish themselves from their peers by offering the consumer the
opportunity to contribute to something more than the company‟s bottom line. National
and International brands can better identify with their local markets by linking themselves
with community organizations, or with regional or nongovernmental organizations.
3. Outreach to Niche Markets: Partnering with nonprofit organizations can help a
company to connect with specific demographic or geographic markets. For Example,
Ford Motor Company successfully positioned itself among a formerly disengaged target
market – Women. In addition to its Substantial financial and in – kind donations to Race
events, The Ford Division of the Ford Motor Company has issued thousands of public
service announcements in an effort to both communicate a critical health message to
women and to enfold them into its brand identity.
18

19. 2.9 THE DOWNSIDE OF CAUSE BRANDING:
1. Over-Usage: Cause branding is a carefully chosen marketing strategy, which due to over-
usage and over amplification is losing its credibility. A survey showed that there are 300
companies in USA alone, associated with Breast cancer. Most of them are lost in the sponsorship
clutter.
2. Long Process: cause branding is a long-term strategy, that doesn‟t exactly guarantee you
success. It requires more than just a social issue and needs efforts. Most companies have failed
by choosing a wrong cause and thereby leading their customers about their associations.
3. Questionable Effectiveness: there is no strong evidence that Cause Branding works. A study by
Bozell and Jacob advertising of 16,000 ads suggested that only 4% ads lead to contributions in
stock prices and financial aids. Another study also caste a doubt on a study that earlier proved
that cause branding worked.
2.10 FUTURE TRENDS IN CAUSE BRANDING:
1. Social Consciousness Elevation: Companies will serve as a catalyst in increasing understanding
and fostering empathy among mainstream consumers about the ways in which complex, often
unfamiliar global issues, such as access to clean water, human rights and gender equality, impact
business and the health of society.
2. Product Innovation: Companies will increasingly create new products or market existing ones
with an eye toward manufacturing responsible goods that meet the everyday needs of their
customers. Such products will provide consumers with ways to meet their functional demands
while fulfilling emotional needs. Such dual benefit products will help consumers embrace cause
as a core shopper value that is given comparable weight to price, quality and convenience.
3. Widespread Collaboration: Companies will look beyond NGOs as the sole source of their
credibility Halo. Partnerships will be redefined as organizations recognize that social issue
leadership requires the collaborative expertise of many powerful voices, including competitors,
inter-industry alliances and representatives from government, media and academia.
4. Global Customization: Multinationals will steer away from focusing on a single issue to
creating global citizenship platforms, tailoring their efforts to meet the Needs of key markets.
19

20. Global corporate leaders will empower their brands and business units to invest in localized
solutions to meet societal needs in the areas in which they operate.
5. Stakeholder Customization: To harness the passion and actions of their stakeholders and to
deepen engagement, companies will identify legitimate opportunities to co-create cause efforts.
Companies will seek to better understand stakeholder motives and behavior to provide them with
a voice and relevant outlet to get engaged. Employee- and consumer-driven efforts create more
vocal advocates that will promote the program virally.
6. Transparent Operation: To effectively build trust among even the most skeptical stakeholders,
companies will disclose not only the details of a specific cause program, but also of the
peripheral business issues that impact their actions, including diversity, hiring and promotion
practices, compliance, environment, etc.
7. Business-to-Business Translation: As with any sea change, the implications will extend beyond
large, consumer facing institutions, to the entire private sector. In particular, business-to-business
companies will become more accountable to their unique stakeholders, including employees,
customers and vendors, and will brand, package and communicate their citizenship efforts.
8. Measurement and Justification: Companies are in an arms race to make the biggest donation,
but consumers and the media are asking, “So what?” Companies will be forced to redefine
measurement metrics no longer based on outputs, but on the outcomes for society and their
business. Stakeholders will hold companies more accountable to align their business practices
with cause-related initiatives. Ultimately, all efforts will be in vain unless these companies can
truly demonstrate that they are striving for, and achieving: Better Business. Greater Good
20

21. CHAPTER 3
RESEARCH METHODOLOGY
3.1 METHODOLOGY IN COMMUNICATION RESEARCH:
The importance of methodology in the field of communication research is inevitably
known. Methodology lies at the heart of any research and the same holds true for communication
research. Research methodology or research design forms the blue print of any research. These
methods are formulated based on the objectives of the research.
3.2 RESEARCH DESIGN:
The researcher has conducted an exploratory research to fulfill the research objectives.
An exploratory research was found suitable to answer all the research questions, in the absence
of academic research on this subject in the past.
Here it must be noted that, no pre-assumed hypothesis has been stated to be proven or to
be disproven. The researcher is purely interested to understand and gauge the consumer behavior
in case of "CAUSE BRANDING “in a price-sensitive market like India.
Data collection tool:
1. Survey Questionnaire.
.
3.3 DETAILED EXPLANATION OF THE METHODS:
Behind each method that the researcher used, there was a rationale and logic, which is as
follows:
1. Survey Questionnaire: The first method chosen by the researcher is the survey method.
A questionnaire containing open ended as well as close ended questions seeking
respondents review upon cause branding and their tastes upon cause associated brands.
The survey was divided into two parts: A. Profile Information and B. Core Questionnaire.
21

22. 3.4 SAMPLING:
The universe of the study was the people of Baroda. The sample size was 100. The people
were chosen all across all types of educational backgrounds. No gender bias was done and the
respondents were chosen randomly. The occupation and the income P.A. of the respondents were
kept as a profile criterion so as to gauge their price sensitivity. To create a definite pattern of data
collection, the questionnaires were divided into four parts of 25 each and divided into four age
groups; Namely :
20 - 30 Years.
31 – 40 years.
41 – 50 years.
51 and above.
3.5 THE LIMITATIONS OF THE STUDY:
There is a dearth of actual research and findings done on the topic with an Indian
Perspective, as the Idea of cause Branding is still in its infant stages in India.
The Sample size was 100, at the end of the research, the researcher felt if it could truly be
called a true representative of the Research Universe.
A broad spectrum survey including other cities would have been ideal, but due to time
constraints, a representative nature of sample is drawn from respondents of Vadodara
only.
22

23. CHAPTER 4
DATA ANALYSIS
A) Age groups
Age
25
20
No: of respondents
15
10
5
0
Age 20-30 31-40 41-50 51 and
above
Series1 25 25 25 25
To create a definite pattern of data collection, the questionnaires were divided into four parts
of 25 each and divided into four age groups; Namely:
20 - 30 Years.
31 – 40 years.
41 – 50 years.
51 and above.
23

24. B) Gender :
Gender
70
No: of respondents
60
50
40
30
20
10
0
Gender M F
Series1 64 36
Out of total respondents 64% were male and 36% were female.
C) Educational Qualification
Educational Qualification
6%
52% Undergraduate
42%
graduate
Postgraduate
Educational Qualification
Under graduate 6
Graduate 42
Post- Graduate 52
24

25. D) Income per Annum:
Income per Annum
45
40
No: of respondents 35
30
25
20
15
10
5
0
Income 1 lakh- 2 lakh- 3 lakh 4 lakh Not
per 2 lakh 3 lakh –4 –5 applica
annum lakh lakh ble
Series1 18 18 13 12 41
Income per annum table:
Income P.A.
1 lakh-2 lakh 18
2 lakh- 3 lakh 18
3 lakh – 4 lakh 13
4 lakh – 5 lakh 12
Not applicable 41
25

26. 1) How frequently do you come across advertisements?
Frequency of watchin Ad.
3%
14%
Very Frequently
Not too Frequently
83% rarely
Interpretation:
83 % of the people have noticed or come across advertisements too frequently.
Thus giving an insight that the sample is quite cognizant and aware of the surroundings.
26

27. 2. According to you from what media you come across the advertisement the most?
Media
1% 15% 21%
Newspaper
Tv
Radio
63% Internet
Interpretation:
On asked about, in which media do they come across ads the most, the 2/3rd of the
Diaspora sees TV as the most advertised medium. 1/5th of the people agreed on the
newspapers as the most advertised medium. The trend was also noticed of nearly 1/6th of
the people coming across most ads on the internet. Radio was least frequented ad medium
as it was voted most advertised by only 1 %.
27

28. 3. What is the most important criterion for you, if you are buying a product?
Criteria
9%
12% 29% Quality
Price
18%
Celebrity Influence
32% Cause associated
Other
Interpretation:
On asking about, which is the most important criterion for buying a product, nearly 1/3
of respondents said that price is the most important criterion. 30% respondents said that
quality is the most important criterion.
28

29. 4. How important it is, for a brand to get associated with a cause?
Cause association with Brand
Not at all important
Not so important
Neutral
Important
Very important
0 10 20 30 40
Very Not so Not at all
Important Neutral
important important important
Series1 11 17 21 36 15
Interpretation:
36% of respondents said that it is „Not so Important‟ for a brand to get associated
with the cause. 15% of respondents said that it is „Not at all Important‟ for a brand to get
associated with the cause. 17% of respondents said that it is „Important‟ for a brand to get
associated with the cause. 11% of respondents said that it is „Very Important‟ for a brand
to get associated with the cause. 21% of respondents said that it is „Neutral‟ for a brand to
get associated with the cause.
29

30. 5. If you are purchasing some brand X and it raises its cost and says that this extra money or
cost goes to a cause. What will you do?
22%
40%
Continue using Brand
Switch the Brand
26% Can't afford price rise
12%
I would go for quality
Interpretation:
40 % of the people agreed to pay more money for a brand if the surplus money
goes out to a noble deed. 12 % were repelled by the idea of paying more money if the
brand is associated with a cause as they believed the corporate had ulterior motives. 26 %
said, they might change the bran if they can‟t afford the price rise. 32 % were brand
loyalists and mentioned that they‟d prefer to buy, not because their chosen brand was
associated with a cause, but because of their preference of the quality over price .
30

31. 6. Do you appreciate “TATA TEA JAAGO RE CAMPAIGN”?
Tata Tea Campaign
I loved the campaign and
7%
23% registered on website
29% I liked the campaign
Pretty ok campaign
41%
I did not like the
campaign
Interpretation:
The Insights on Tata Tea Jaago Re ! campaign was as following : 23 % of the
people loved the campaign, have registered on the website but do not drink Tata Tea. A
classic case of strong brand imagery but lack of sales. 29 % of the people felt the
campaign was pretty ordinary and it didn‟t affect them much. 7% didn‟t like the
campaign. On the other hand 41% of the respondents loved the campaign.
31

32. 7. Do you appreciate when brands associate them with cause?
I appreciate. I would start
8% 19% using that brands product
17%
I won’t switch my brand.
It doesn’t make a
56% difference.
I don’t appreciate it.
Interpretation:
When asked about their appreciation of brands associating themselves with a
cause; 19 % of the population was ready to switch brands if another band is associated
With a cause. 58 % of the people weren‟t ready to switch a brand if it was inconvenient.
To 17 % of the sample population it wouldn‟t make a difference. 8 % completely repel
the idea of cause branding.
32

33. 8. Do you think that “cause” gets boosted when brands are associated with them?
70
60
No: of respondents
50
40
30
20
10
0
Yes No
Series1 34 66
Interpretation:
Here 34% of respondents said that cause get boosted when brands are
associated with them, while 66% said that cause does not get boosted when brands are
associated with them.
33

34. 9. Do you think brand image is enhanced when any cause is attached to it?
Yes. Cause creates a
memorable image.
3%
It helps if cause is in
10% accordance with brand.
32%
20%
No. I am brand loyal.
35%
If cause is common than
brand does not get any
help.
No it creates a negative
image
When talking about brand image perception in the mindscape : 32% agree to the
fact that a cause associated brand creates a more memorable image in their heads. 35 %
believe that a cause should be in accordance with brand‟s core identity. 10 % of the
people believe they need to have unique cause to create a memorable brand image. 3%
thinks that it creates a negative image of brand.
34

35. ONE-WAY ANNOVA:
(1)
Null hypotheses:
If consumers are purchasing some brand and it raises its cost and says that this extra money or
cost goes to a cause believe that brand image is enhanced.
Alternative hypotheses:
If consumers are purchasing some brand and it raises its cost and says that this extra money or
cost goes to a cause believe that brand image is not enhanced.
Oneway
Notes
Output Created 30-Nov-2012 23:39:03
Comments
Active Dataset DataSet1
Filter <none>
Input Weight <none>
Split File <none>
N of Rows in Working Data File 100
User-defined missing values are
Definition of Missing
treated as missing.
Statistics for each analysis are
Missing Value Handling
based on cases with no missing
Cases Used
data for any variable in the
analysis.
ONEWAY Q6 BY Q10
/STATISTICS DESCRIPTIVES
Syntax /PLOT MEANS
/MISSING ANALYSIS.
Processor Time 0:00:00.702
Resources
Elapsed Time 0:00:00.702
[DataSet1]
35

36. Descriptives
Q-6
95% Confidence Interval
for Mean
Std.
N Mean Deviation Std. Error Lower Bound Upper Bound
1 32 2.47 1.218 .215 2.03 2.91
2 35 1.97 1.150 .194 1.58 2.37
3 20 2.45 1.276 .285 1.85 3.05
4 10 2.30 1.252 .396 1.40 3.20
5 3 3.33 .577 .333 1.90 4.77
Total 100 2.30 1.210 .121 2.06 2.54
Descriptives
Q-6
Minimu Maximu
m m
1 1 4
2 1 4
3 1 4
4 1 4
5 3 4
Total 1 4
36

37. ANOVA
Q-6
Sum of Mean
Squares df Square F Sig.
Between
8.343 4 2.086 1.450 .224
Groups
Within Groups 136.657 95 1.438
Total 145.000 99
Interpretation:
The ANOVA test value shows that the Null hypothesis is not rejected with confidence level of
0.05.
37

38. (2):
Null hypotheses: The consumers who are using media for advertisement are concerned about
the quality for buying the product.
Alternative hypotheses: The consumers who are using media for advertisement are not
concerned about the quality for buying the product.
Oneway
Notes
Output Created 30-Nov-2012 23:43:44
Comments
Active Dataset DataSet1
Filter <none>
Input Weight <none>
Split File <none>
N of Rows in Working Data File 100
User-defined missing values
Definition of Missing
are treated as missing.
Statistics for each analysis are
Missing Value Handling
based on cases with no
Cases Used
missing data for any variable
in the analysis.
ONEWAY Q2 BY Q3
/STATISTICS DESCRIPTIVES
Syntax /PLOT MEANS
/MISSING ANALYSIS.
Processor Time 0:00:00.297
Resources
Elapsed Time 0:00:00.312
38

39. Descriptives
Q-2
95% Confidence Interval
for Mean
Std.
N Mean Deviation Std. Error Lower Bound Upper Bound
1 29 2.14 .833 .155 1.82 2.45
2 32 2.03 .782 .138 1.75 2.31
3 19 2.16 1.068 .245 1.64 2.67
4 12 2.17 1.193 .345 1.41 2.92
5 8 2.00 .926 .327 1.23 2.77
Total 100 2.10 .905 .090 1.92 2.28
Descriptives
Q-2
Minimu Maximu
m m
1 1 4
2 1 4
3 1 4
4 1 4
5 1 4
Total 1 4
39

40. ANOVA
Q-2
Sum of Mean
Squares df Square F Sig.
Between
.390 4 .097 .115 .977
Groups
Within Groups 80.610 95 .849
Total 81.000 99
Interpretation:
The ANOVA test value shows that the Null hypothesis is rejected with confidence level of 0.05.
40

41. CHI-SQUARE:
Null hypotheses: Post graduate consumers think that it is important for a brand to get associated
with a cause.
Alternative hypotheses: Post graduate consumers think that it is not important for a brand to get
associated with a cause.
Notes
Output Created 01-Dec-2012 13:05:24
Comments
Active Dataset DataSet1
Filter <none>
Input Weight <none>
Split File <none>
N of Rows in Working Data File 100
User-defined missing values
Definition of Missing
are treated as missing.
Statistics for each table are
Missing Value Handling based on all the cases with
Cases Used valid data in the specified
range(s) for all variables in
each table.
CROSSTABS
/TABLES=Edu.Qualification
BY Q4
/FORMAT=AVALUE TABLES
Syntax
/STATISTICS=CHISQ CC
/CELLS=COUNT ROW
/COUNT ROUND CELL.
Processor Time 0:00:00.016
Elapsed Time 0:00:00.017
Resources
Dimensions Requested 2
Cells Available 174762
41

42. Case Processing Summary
Cases
Valid Missing Total
N Percent N Percent N Percent
Edu. Qualification * Q-4 100 100.0% 0 .0% 100 100.0%
Edu. Qualification * Q-4 Crosstabulation
Q-4
1 2 3 4
Count 1 0 1 3
1 % within Edu.
16.7% .0% 16.7% 50.0%
Qualification
Count 3 8 10 13
Edu.
2 % within Edu.
Qualification 7.1% 19.0% 23.8% 31.0%
Qualification
Count 7 9 10 20
3 % within Edu.
13.5% 17.3% 19.2% 38.5%
Qualification
Count 11 17 21 36
Total % within Edu.
11.0% 17.0% 21.0% 36.0%
Qualification
42

43. Edu. Qualification * Q-4 Crosstabulation
Q-4
5 Total
Count 1 6
1 % within Edu.
16.7% 100.0%
Qualification
Count 8 42
Edu.
2 % within Edu.
Qualification 19.0% 100.0%
Qualification
Count 6 52
3 % within Edu.
11.5% 100.0%
Qualification
Count 15 100
Total % within Edu.
15.0% 100.0%
Qualification
Chi-Square Tests
Asymp. Sig.
Value df (2-sided)
Pearson Chi-Square 4.042a 8 .853
Likelihood Ratio 5.072 8 .750
Linear-by-Linear
.740 1 .390
Association
N of Valid Cases 100
a. 6 cells (40.0%) have expected count less than 5. The
minimum expected count is .66.
43

44. Symmetric Measures
Approx.
Value Sig.
Nominal by Contingency
.197 .853
Nominal Coefficient
N of Valid Cases 100
Interpretation:
The Chi-square test value shows that the Null hypothesis is not rejected with
significance level 0.10. Thus alternative hypothesis is rejected.
44

45. CHAPTER 5
CONCLUSION AND RECOMMENDATIONS
5.1 Conclusion
The main objective of the research was to first understand the process of Cause Branding and to
ascertain whether it can work in a price sensitive market like India, along with understanding the
consumer‟s approach to various Cause –branding strategies and thereby gauging future trends in
the field of Cause – Branding.
In the course of the study the researcher found that people not only knew about various cause –
Branding campaigns but were enthusiastic about the idea of contributing and working towards a
social cause by associating themselves with a brand or their buying of a product. Various points
came up during the study that showed that while the brand was doing a great job of going beyond
just selling products but also giving something back to the society, there is still a lot of to be
done, not only as marketers, but as consumers and as a society as a whole.
However, the researcher came to a serendipitous realization that on a whole the consumers were
happy to engage themselves with a brand that associated itself with a cause. The cynicism
regarding corporate and their monetary policies is decreasing. The focus on quality driven brand
experience should never be forgotten while a brand is trying to engage it‟s consumers in a social
cause. Over all, Indian consumers are enjoying the two pronged experience of doing good while
purchasing their favorite brands.
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46. 5.2 Recommendations:
The cause must align with the product or service. The program must embody a core value
to be authentic and embraced both by the employees and its consumers.
If Cause Marketing, Overdone, would lose its exclusivity and consumers would lose faith
in it.
The cause partner must have a natural affiliation with the brand
The cause must be relevant to the core customer segment, so that they accept its virtue
and become advocates for the cause and the product.
The cause must be relevant to the target consumers so that it will draw new consumers to
the product and drive increasing participation in fund raising for the cause.
The Cause chosen must be in direct relation to brand‟s core identity and projected or
aspired imagery in the consumer‟s head.
The companies should come up with new innovative causes, there are too many causes
that have been lost due to too much corporate involvement.
Let consumers be affiliated with the cause they want instead of forcing a cause upon
them.
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47. CHAPTER 6
Bibliography
1. George & Michael Belch, (1999) Advertising & promotion; Tat McGraw hill Publications.
2. Philip Kotler : Marketing Management, 11th Edition. Pearson Publication India Ltd.
Webliography:
www. BrandChannel.com
WWW. Psaresearch.html
www. Afaqs.com
www. PRwire.com
www. Gauravonomics.blogspot.com
www.cry.org
www.causemarketingforum.com
www.timesfoundation.indiatimes.com
www.cry.org
www.pg-india.com
www.reachouthyderabad.com
www.itcportal.com
www.giveindia.org
http://economictimes.indiatimes.com/features/brand-equity/blending-tea-leaves-with-
ballots/articleshow/4461630.cms
http://www.hindustantimes.com/Awaken-to-cause-related-tea/Article1-264424.aspx
http://www.business-standard.com/india/news/tata-tea-launches-new-/jaago-re/-
campaigncorruption/368139/
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48. APPENDIX
QUESTIONNAIRE
I – BACKGROUND INFORMATION.
NAME: ____________________________________________
AGE:
1. 20-30
2. 31-40
3. 41-50
4. 51 and above
GENDER: Male Female
EDUCATIONAL QUALIFICATION: ________________________
OCCUPATION: ______________________________________
INCOME(per annum): __________________________________________
AREA OF INTEREST: __________________________________
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49. II- CORE QUESTIONNAIRE
1. How frequently do you come across advertisements?
Very Frequently
Not too frequently
Rarely
2. According to you from what media you come across the advertisement the most?
Newspaper
TV
Radio
Internet
3. What is the most important criterion for you, if you are buying a product?
Quality
Price
Celebrity Influence
Cause Associated with product
If, any other, specify__________________
4. How important it is, for a brand to get associated with a cause?
Very important
Important
Neutral
Not so important
Not at all important
5. Can you remember any brand associated with a cause?
A. ______________________
B. ______________________
C. _______________________
6. If you are purchasing some brand X and it raises its cost and says that this extra money or
cost goes to a cause. What will you do?
Will continue using it. Feel proud of getting associated with a cause.
I will switch my brand.
I can’t afford price rise.
I would go for quality.
7. Do you appreciate “TATA TEA JAAGO RE CAMPAIGN”?
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50. I loved the campaign and registered on website
I liked the campaign
Pretty ok campaign
I did not like the campaign
8. Do you appreciate when brands associate them with cause?
I appreciate. I would start using that brands product.
I won’t switch my brand.
It doesn’t make a difference.
I don’t appreciate it.
9. Do you think that “cause” gets boosted when brands are associated with them?
Yes
No
10. Do you think brand image is enhanced when any cause is attached to it?
Yes. Cause creates a memorable image.
It helps if cause is in accordance with brand.
No. I am brand loyal.
If cause is common than brand does not get any help.
No it creates a negative image.
11. Any other comments/suggestions : ____________________________________
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