Group Write Up On 3mass And Canadian Breast Cancer Foundation Case Study Samples

Problem

How to maintain both profitability and brand image.
Critical Factors
Demographics - The target audience is young women between the ages of 25 to 34 years who own retail shops
Budget - Very limited with a goal to contribute a minimum of 10K to CBCF.
Competitors- All other “pink” fundraisers. It is possible that businesses will be “pinked out” while sales of pink themed breast cancer awareness products are popular in October, following the end of awareness months, the competition with similar products will peek, but sales will fall.

Time Constrains

Since the brand is a new one, and the garments industry is a competitive field, quick action was required. Added to that was the target of funding CBCF. Social media was the fastest means creating awareness about both the product as well as CBCF and gathering feedback for the product. Another constraint was with respect to competitors. Competitors also utilize social media for advertisement. Social media is also a channel of communication with the customers. Responses on this medium must be short and sharp.

Alternative Strategies

Create an Event
For this alternative 3M will create a formal event. They will invite gatekeepers and influential members from CBCF to the event. This event will also be a fundraiser.

Pros:

● May dispel some “pink washing” rumours
● Giving back to gatekeepers in the community
● Creates an opportunity for earned and owned media
● Gatekeepers may attract their fans to the brand
● Allows for comingling of sponsors
● Fundraising will help meet $10k goal

Cons:

● Costly
● Not time effective
● Requires extensive planning, including what event to host, where to host it, who to invite and other factors.
● Must decide how to advertise the event
● Event may feature CBCF more than 3M
● Limited scope
● Could make 3M seem elitist or exclusive

Social Media Campaign

3M will advertise on social media by creating a hashtag contest. This hashtag will feature innovative uses for 3M products. Winners will be decided by 3M employees, and the winning posters will receive free products.

Pros:

● Cheap
● Large scope
● Continues to promote creativity with the brand
● Timely
● Allows for interaction with consumers
● Much of target audience is on social media
● Participants would need to buy products to participate, which would drive up sales

Cons:

● Not all of target audience is on social media
● Participants would need to buy products to participate
● Would require time to judge entrants
● May be too similar to Project Runway
● Does not highlight CBCF
● May be a “boring” tactic - expected, not innovative
● Relies on consumer participation, not on controlled variables
● Hashtag/contest may be subject to spam accounts

Run for a Cure

3M will send employees to participate in CBCF’ s Run for a Cure. They will run in the event and help hand out water and refreshments on the side-lines.
Pros:
● Face-to-face interaction may help establish lasting brand identity for consumers
● Makes 3M seem dedicated to cause instead of to sales
● Directly benefits and highlights CBCF
● Can rely on CBCF advertising to help get the word out
● Does not require 3M to organize event, only to participate
● Can create earned and owned media
● If successful, can become a yearly event for 3M
● Not extremely costly

Cons:

● Limited scope
● Will need to choose which location
● May be viewed as “artificial” attempt
● Not time effective
● Cannot be repeated throughout the year
● Will need to decide how many and which employees to send
● May be redundant if other sponsors are attempting something similar
● Relies on CBCF for logistics

Sponsor Another TV Show

3M will sponsor an episode of the hit show, The Office. The episode will feature 3M’s pink products. This will highlight the product in an office setting while aligning 3M with the comedic nature of the show.
Pros:
● Popular show reaches a large demographic
● Can be scripted (mostly)
● May make awareness of brand in consumers who have not encountered it
● Memorable episode would make product memorable
● Can contain a product demonstration
● May create social media buzz
● Can promote the episode on owned and bought media channels

Cons:

● Costly
● Not time effective
● Relies on The Office for product portrayal
● Not all of target audience watches The Office
● May be too similar to the Project Runway tactic
● Product-centered episode may seem “cheesy” or too heavy handed
● Does not directly feature CBCF
● Actors’ reputations will also be associated with 3M

Recommendation:

Looking at the pros and cons of all alternatives, it is recommended that a marathon be organized for a limited period. Beginning with the current year, the company can project a marathon each year for the next 5 years. At the end of five years, a review of the benefits gained and the costs incurred may be conducted. Based on this review future recommendations can be made.
Justification: