Cause Related Marketing :

3M as a Corporate
Sponsor of the
Canadian Breast
Cancer Foundation

Copyright 2011, Richard Ivey School of Business

Foundation

S T U DY C A S E I N T H E C L A SS O F
MARKETING MANAGEMENT
M B A P R O G R A M , CL A SS O F E X E C U T I V E A 3 7 B

Reinaldo Manopo

Rendy Wiryadinata

Rachma Respatiayu

3M is
fundamentally
a sciencebased
company.

We produce thousands of
imaginative products, and
were a leader in scores of
markets from health care
and highway safety to office
products and abrasives and
adhesives.

Our success begins with our

ability
to
apply
our
technologies often in
combination to an endless
array of real-world customer
needs.

3M Canada :
Established : 1951
Headquarter : London, Ontario.
7 Manufacturing Facility
ISO 9001 registered
Employee : 1800

Glance of 3M :
Operated in more than 60 countries
Global Sales of $25 Bio
Sold in nearly 200 countries
Employed 79,000 employees globally

What is our Business

Corporate Value
4 Main Value
1. Providing Investor an attractive return
through sustained, quality growth.
2. Satisfying Customer with superior
quality value and services.
3. Respecting the Social and Physical
Environment
4. Creating a company employee were
proud to be part of 3m.

Caused Related Marketing

CRM
Committed to Community giving and
being proud to support the
community which is its employee
lived and worked.

87% Customer likely to switch

from one to another (quality &
price equal) if second product
associated with Good Cause.
The brand can sold higher volume
and command price 20 to 200%
then competitor
(Cone Inc Customer Survey 2007)

Why Canadian Breast Cancer

Foundation (CBCF)?
1. CBCF had a relationship with the Susan G.
Komen Foundation, which was aligned with
the 3M counterpart in U.S;
2. 3Ms Canadian retailers
corporate sponsors of CBCF;

were

already

3. CBCFs organization culture closely aligned

with 3Ms;
4. CBCF had a strategy in place for building
long-term relationships with its partners.

3M &
CBCF
Partnership

3M can use the Canadian Breast

Cancer Foundation name, logo
and/or trademark.

3M is provide a minimum annual

license fee (an undisclosed amount)
in addition to minimum product
contribution of 10% of manufacture
retail price.

3M required to provide full disclosure

of the benefit of the fund when
raised through a customer purchase
or promotion (I.e $1 each) on all
packaging, advertising and
promotional material.

3M agrees to adhere to the

Foundations brand standards

3M Must provide accounting Report

Charitable Tax Receipt are not issued

of caused marketing program (as
governed by Canada Revenue
Agency)

Integrated 2009 Campaign

NEL
N
A
H
C
IL
A
ET
R
G
IN
S
EA
R
C
IN
THROUGH CUSTOMER
PROMOTIONAL ACTIVITY

IN STORE DISPLAY
CUSTOMER
R
NE
AN
B
EB
W
G
N
PI
LO
VE
DE
0
CONTEST TO WIN $ 500

WEBSITE
SHOPPING FREE
TIVE BY
TA
EN
ES
R
EP
R
D
EL
FI
NG
TI
MOTIVA
SPECIAL INCENTIVE

MULTI TACTIC INTEGRAL

MARKETING PLAN

PUBLIC RELATION CAMPAIGN

WEB
RTNERSHIP WITH CBCF
PA
OF
ON
TI
VA
TI
AC

GEMENT
GA
EN
ER
OM
ST
CU
D
AN
EE
OY
EMPL
IN-STORE DISPLAY
CONSUMER CONTEST
VELOPMENT
DE
T
UC
OD
PR
L
CA
LO

SOCIAL MEDIA CONTEST :

WIN $ 5000 SHOPPING FREE

SOCIAL MEDIA CONTEST :

ONLINE GAMES

SILENT AUCTION: RAISED $ 1700 FOR CHARITY

TREMENDOUS RESULT

TREMENDOUS RESULT - CONTD

TREMENDOUS RESULT - CONTD

xxtt
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Wha
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paaiign f with
ccaam
mp
ith
p
w
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QUESTION FOR NEXT

CHALLANGE

cctt
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o
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d
p
t
o
r
x
p
e
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W
haatt ne d be
Wh
cco
ulld be ut
ou
PPut
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e
?
p
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e
p
v
d
evelo rn on
de
ern on
cco
ncce
on
rryy
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n
e
o
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n
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v
n

W
Wh
haatt iiss tth
he
eb
be
esstt
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d
mediiaa tto
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eaacch
h
ccu
s
ustto
m
om e
r
?
er? W
Wh
haatt
o
t
h
othe
r
w
er waayyss?
?

S
Sh
ho
ou
ulld
d tth
he
e PPo
osstt iitt
p
i
n
pinkke
d
ed rriib
bb
bo
on
n
rre
evvaam
e
mp
d
p ed ?
?O
Orr
n
w
ne
ew p
r
o
d
produ
ucctt?
?
e
m
o
err
t
s
m
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o
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s
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u
r
c
W
ere
We
d
kke
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p
n
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p
m
o
e
c
m
e
o
b
bec
o
?
utt?
ou

S
Sh
ho
ou
ulld
do
otth
he
err 3
3m
m
PPrro
d
odu
c
t
u ct b
be
e
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ncco
r
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o
orporraatte
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dw
with
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?
3m
m? LLaasstt ttime ith
ime iitt
ffaaiille
ed
d

What is the next year Plan?

SHOULD WE CONTINUE THE
PARTNERSHIP ? YES

WHY WE NEED TO STAY :

It took years to associate the post-it product with the caused, and so far it gave a very good
result.
We dont want to loose the loyal customer, if we move to the new campaign the customer may
think that we leave the cancer survivor.
To avoid customer of being pink out, we just need to put the logo on the product.

How about the Other

Product
WE NEED NEW CAMPAIGN
e
tth
e
s
h
i
t
s
a
i
h
t
a
W
h
W
?
d
e
?
s
d
u
e
a
s
C
u
a
w
C
e
N
New

WHY WE NEED NEW CAMPAIGN :

The CBCF has been successfully in Post-it but not in other product
The pink customized product might be success in the mature brand like post it but not others.

W
Wh
ha
att iis
s tth
he
e
N
w
Ne
ew P
a
Parrttn
ne
err?
?

The pink product only sellable on October (Near the Breast cancer day, but not in another
month)
3M need new innovation for the marketing campaign

E
R
A
H
S
H
C
T
SCO

TER
T
E
B
T
E
G
O
T
N
E
R
D
IL
H
C
E
T
TUNA
R
O
F
N
U
E
H
T
R
FO
N
IG
A
P
M
A CA
EDUCATION

Education represents the hopes,

dreams and aspirations of
children, families, communities
and nations around the world
Irina Bokova - UNESCO

Why Education for Children?

57,8 Million Children Out-of-School of primary
school age, 2000-2012

SCOTCH TAPE
To Tape is to connect

To Tape is to
strengthen
To
Tape is to unite

Knowledge

INTEGRATED MARKETING PLAN

IN-STORE DISPLAY

INCREASING OVERALL SALES OF SCOTCH TYPE

REDESIGN THE DISPLAY OF SCOTCH TAPE IN
THE STORE
BILLBOARD, BANNER, ETC

PUBLIC MEDIA

FACEBOOK
INSTAGRAM
YOU TUBE
TV SHOWS
TWITTER

ENGAGE WITH CUSTOMER

VARIOUS EVENT TO CUSTOMER

RUNNING FOR THE CHILDREN

CLICK ICON TO ADD PICTURE

TV SHOWS : HELLS KITCHEN

CHALLENGE WILL BE :
THE CONTESTANT MUST BE ABLE TO COOK THROUGH THE CHILDREN AND ALSO SERVE TO THE UNFORTUNATE CHILDREN

CLICK ICON TO ADD PICTURE

YOU TUBE CONTEST

WHAT KNOWLEDGE HAVE YOU SHARE TODAY?

CLICK ICON TO ADD PICTURE

HASHTAG #SCOTCHANDSHARE
MAKE SOME ARTWORK WITH SCOTCH TAPE AND UPLOAD IT TO SOCIAL MEDIA

RUNNING FOR THE CHILDREN

RUNNING FOR THE CHARITY

PARTNER FOR THE NEW CAMPAIGN

UNESCO HAS A LONG HISTORY OF EXPERTISE AND RESULTS;
UNESCO STAFF POSSESS MULTIPLE SKILLS AND A WIDE AND VARIED
KNOWLEDGE BASE;

UNESCO HAS GLOBAL OUTREACH AND NETWORKS 195 MEMBER STATES;

UNESCO IS A NEUTRAL ORGANIZATION WORKING WITHOUT PROFIT , IT IS
A PLATFORM FOR EXCHANGE;

UNESCO PROVIDES OPPORTUNITIES AND A STRONG BASE FOR

PUBLIC/PRIVATE PARTNERSHIPS AND DIALOGUE;

UNESCO ENHANCES PROFILE AND BRAND VALUE;

UNESCO HAS BEEN CARRYING OUT CAPACITY BUILDING FOR OVER 60
YEARS.

THANK YOU