Cause Related Marketing : En studie i hur företag praktiskt arbetar med CRM

• Main Authors: Sterner, Linn, Jönsson, Linnea
• Format: Others
• Language: Swedish
• Published: Uppsala universitet, Företagsekonomiska institutionen 2009
• Subjects: Cause-Related Marketing (CRM); Corporate Social Responsibility (CSR); Marknadsföringsstrategi; Välgörenhetsorganisationer; Marknadsföringskampanjer.; Business studies; Företagsekonomi
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-106473

Cause-Related Marketing (CRM) is not a completely new phenomenon, yet an idea whose time has truly come. To have commercial organizations cooperate with charity organizations for mutual profit is a "win-win-win" situation. The company gets added value to its brand, the charity organization gets to collect more money that it otherwise wouldn't and the customer gains a feeling that he or she has contributed to the society. The purpose of this thesis is to study how a company, in practice, works with CRM marketing. How do they choose which charity organization to work with,what type of product is most appropriate to market with CRM and how is the CRM campaign designed? A theoretical model is then formed to answer these questions, after a thorough research of relevant theory on the subject. Through a qualitative multiple case study we thereafter studied this at three large companies on the Swedish market, ICA, Kellogg's and Lindex. Our findings showed that all three companies work very similar with these issues. They cooperate with large well known charity organizations and they think that it's very important that the product and the cause match each other. The products are consistently low involvement products, which is also shown in the theoretical model. The CRM campaign lasts for a shorter period of time and the message is clear so it fast and easy will reach the customers.