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【案例名称】Cause-Related Marketing: 3M as a Corporate Sponsor of the Canadian Breast Cancer Foundation
【作者】Allison Johnson, Laurie Dudo
【页数】18
【格式】PDF
【语言】英语
【出版日期】2011年3月18日
【学科】管理学 (General Management)
【案例编号】W11047-PDF-ENG
【来源】Harvard Business School
【网页】http://cb.hbsp.harvard.edu/cb/product/W11047-PDF-ENG
【简介】
3M Canada (3M) has been a corporate sponsor of the Canadian Breast Cancer Foundation (CBCF or the Foundation) since 2005. In support of the CBCF, 3M has produced and sold "pink products" (i.e., products that bear the pink ribbon, such as Post-it Notes, Flag pens, Nexcare bandages and Scotch-Brite sponges), with a contribution of each sale benefiting the CBCF. This case examines the corporate sponsorship relationship , and specifically how 3M's brand manager for Post-it brand office products can further activate the relationship with CBCF. The brand manager's marketing campaign for 2009 was successful; however, she now needs to determine the best approach for her 2010 campaign.
【学习目的】
This case provides students with an opportunity to analyse cause-related marketing (CRM) strategies by exploring how the strategy is deployed in the 3M-CBCF partnership. The case also examines the reasons organizations choose to partner with non-profit organizations and social causes. A campaign that 3M executed as a challenge in an episode of Project Runway Canada is detailed so that students can determine the success of the campaign in terms of a cause-related marketing strategy.
【涉及课题】
Finance; Investments; Private equity
【背景】
* Geographic: Canada
* Industry: Paper
* Event Year Begin: 2010
【下载】
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