Cause-related Marketing

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In order to fully understand the Product (RED) campaign in light of cause related marketing theories this paper will be written in a case-study format. This paper will also employ qualitative research methods. The researcher has determined that in-depth interviews along with an online survey where essential to understanding the campaigns’ customer behaviour. Case study Approach Since (RED) unique type of marketing, this case-study is able to use Yin’s (2003) definition, “is an inquiry that investigates a contemporary phenomenon within its real-life context; when the boundaries between phenomenon and context are not clearly evident; and in which multiple sources of evidence are used .” This type of single-case approach allows the researcher to examine the perception of the Product (RED) marketers, corporate partners, social commentators, its advocates and opponents. The “how” and “why” research questions posed in this study relate to how to consumers feel about the (RED) campaigns aggressive marketing and why do consumers purchase cause related products? These research questions leaned more towards the qualitative research approach (Yin, 2003, ) to find out more in depth answers than just statistics regarding the (RED) campaign. There have been many opponents regarding the (RED) campaign such as buylesss.com who state that consumers want to donate directly, not through charity related products. However, the (RED) campaign has continued to do well. The campaign has raised $151,176,919.58 USD so far, this figure was updated on July 15, 2010. (The Global fund, 2010) This supports the reasoning for the researcher to use qualitative research methods to understand what consumers really want and why the (RED) campaign is ... ... middle of paper ... ... Cooperative sales promotion: An idea whose time has come. The Journal of Consumer Marketing,3(1), 15–33. Varadarajan, P.R., & Menon, A. (1988). Cause-Related Marketing: A coalignment of marketing strategy and corporate philanthropy. Journal of Marketing, 52(3), 58–74. Williams, Brian. (2006). Bono, bobby shriver hope americans see red. MSNBC, Retrieved from http://www.msnbc.msn.com/id/15253887/ Yin, R.K. (2003). Case study research: Design and methods (3rd ed.). Newbury Park, CA: Sage Publications. Yin, R. K. (1984). Case study research: Design and methods. Newbury Park, CA: Sage. WEBSITES (2010). Retrieved from http://www.buylesscrap.org/ (2010). Retrieved from http://www.theglobalfund.org/en/ (2010). Retrieved from www.kitchenaid.com (2010). Retrieved from http://www.joinred.com/ Product red fact sheet. (2006). Retrieved from http://www.joinred.com

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