Good Example Of Problem Statement: Case Study

What type of Cause related products to be chosen for an advertisement? Which medium is used to aware people regarding the cancer and precautions to be taken to overcome disease? What organizations need to visit for organizing an event to introduce products to the concerned people? How marketing campaign will be effective in introducing new products and their usage for patients?

Critical factors:

Awareness Campaigns
Awareness for the disease is very important as most of the people are unaware of its symptoms and its causes. The cause-related strategies of marketing applied by the company between the organization and CBCF requires many programs of disease awareness for the audience as well marketing the cause related products. The intentions behind the organization while choosing a nonprofit organization and social causes as a partner does not only depends on the benefits, they also need to realize the risks associated with the cause-related strategies of marketing.
Advertisements and salesHealth related advertisements are quiet boring for the people to watch and react. Canadian Breast Cancer Foundation (CBCF) has 3M Canada as a corporate sponsor since 2005. In order to support CBCF, 3M has sold a number of products along with the pink ribbons. It includes post-it notes, flag pens. In addition, bandages and scotch-brite sponges were also sold along with pink ribbons. The sales made on these items contributed in CBCF. This case is an understanding of corporate sponsorship relationship and the tactics and strategies made by Brand manager of 3M Canada to further engage and build the relationship with post-it brand with CBCF. In addition, this case also discuss the successful marketing campaign of brand managers in 2009, and now she needs a best approach to deciding for the campaign of 2010 which be attractive as well as contributive in generating sales.
Limited budgetIn order to ensure the success by the previous marketing plan, company needs an additional budget to confirm the sales for next five years. Or in other case company has to build a plan for next year that can be successful in a limited budget.

Alternatives:

Social Media
Marketing of cause-related product is done through organizing programs for awareness. The medium for advertising the campaign must be chosen that could provide efficient and quick results. Social media must be chosen for spreading the message and give awareness to the people. Influential persons will be helpful in spreading awareness to a general public.

Pros:

Social media will be helpful in encouraging large number of people to get awareness of the disease and product.
Upcoming technical products to be introduced on social media would be helpful in retaining the customers.
Sincerity must be shown in delivering the problem and products that could provide the solution to the spreading disease.
Cons:
Patient of the disease might not use these websites because of their lack of interest in social media
Response of the users might not include in the feedback of the users that is crucial for the company
Reliability of the product could be noticed only if they are advertised on official websites.
Availability of Products for Patients
Emotional strategy is to adopt for the particular type of product to target the customers.
The patients of the particular disease require special care and products that should be provided free of cost to patients. The strategy will be effective to aware most of the people that the problem is crucial for the organization, and the company is paying attention to eliminating the disease from the society.
Pros:
Large number of people could be attracted towards the campaign as the activity will proved to be seriousness of the company to reduce the disease.

Patients will attract towards the product and effective message of care will be conveyed to the public.

Public will spread the message by their own for the sake of informing people that the company is providing free of cost products for limited patients.

Corns:

The strategy is costly because the product that will be provided is costly for the company.
Message will not effect if any patient respond that she have not get the product due to any reason.
The strategy will not work if any video or audio is posted on social website that reflect the weakness in distribution of products.

Influential Persons and Companies

Influential people must be invited to the event because they could express the idea and communicate in an effective manner to the public. Programs must be organized by the authorities of the company, and they must involve other companies to evaluate the problem too large extent. Awareness is the necessary factor for advertising the product.
Pros:

Influential persons will attract their fans towards the product.

Rivals and other presentation in the event will increase number of audience.
Influential strategy will attract electronic media to cover the event.
Cons:

The strategy is costly to organize big program and invite influential personalities.

There is a possibility that negative consequences will appear in the event.
Recommendation:
After considering the circumstances in the case, I believe that the limited budget is a major restraint on the implementation of marketing campaign for 2010. To ensure the fact, company need to implement the alternative of using social media for the marketing purpose. Relating with previous plan, post-it brand gained a success in spreading pink ribbon campaign and many people are aware of it. Company should take the post-it product for new campaigns over social media. Pink ribbon is now familiar with many groups of people and in many countries as well. Company should design the same campaigns for the areas which were not targeted before to assure the sales till many upcoming years. On every social networking website, where large number of people can be targeted in less budget. Company can advertise pink ribbon cause by giving a contest of buying a pink ribbon product and post the picture of it on the website wall with an encouraging statement for the victims of the disease. This strategy can help in increasing the cost contribution.
In addition, Company should use the alternative of influential people and companies, sponsor the gaming events in more countries with celebrity endorsement. Company should increase the awareness channels by committing sponsorships with the companies, as many companies have outlets at airports, railway stations, shopping malls and hotel lobbies. They can create a standee with an expert standing for the guidance, this strategy will cut the rental cost and it will be helpful in spreading awareness. Company should focus on restaurants and shopping centers; they can offer a particular meal for pink ribbon contribution and a shopping deal in a shopping center. Company must expand the awareness campaigns and consultancy programs to the women.

Justification:

Cause-related marketing is an effective way of influencing society emotionally and practically. Lack of awareness is one of the major cause of disease expansion. Shopping malls, railway stations, airports and restaurants are the most populated areas with ongoing operations which should be targeted for awareness programs. Similarly, marketing on social networking websites is a cheapest way of marketing. It is filled with multicultural people and young people who are active and willing to participate in such kind of contests. Selling post-it products with pink ribbon on stores, shopping of pink ribbon deal and pink ribbon meal in the restaurants would be helpful in making good contribution for the Canadian breast cancer foundation.