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Published by: Mintel International Group Ltd.
Published: Aug. 1, 2007 - 79 Pages
Table of Contents
- Scope and Themes
- What you need to know
- Definition
- Resources used for consumer sections
- Abbreviations and terms
- Abbreviations
- Terms
- Executive Summary
- Market snapshot
- Types of CRM
- Who responds to CRM
- CRM offers significantly more ROI than other promotional efforts
- How consumers learn about CRM and how it influences purchases
- Which programs consumers support
- Popular CRM initiatives
- What consumers want in a CRM campaign
- Products that might benefit from CRM partnerships
- Looking ahead
- Market Drivers
- The bottom line: CRM improves the bottom line
- Figure 1: Influence of CRM on purchases, by gender, 2007
- 9/11 changed the CRM world
- Figure 2: Attitudes towards CRM before and after 9/11, 2001-02
- Concerns about breast cancer drive CRM
- Concerns about global warming drive CRM
- CRM and the American spirit
- The key demographic: Echo Boomers
- Figure 3: Population, by age, 2002-12
- Expenditures and Leaders
- Expenditures
- Figure 4: Amount spent by corporations on CRM, 2001-06
- Leading companies in the CRM arena
- Figure 5: 2006 Alloy U Award winners for Top Socially Responsible Brands as recognized by college students
- Advertising and Promotion
- Introduction
- Green initiatives
- Seventh Generation plants Seed(s)
- Silk Soy Milk helps farmers
- Other Green initiatives
- Breast cancer
- Lids off for Yoplait
- KitchenAid cooks for the cure
- Reebok sponsors Avon Foundation’s walk for Breast Cancer
- Prevention magazine teams up with the Avon Walk for Breast Cancer
- Carnival Lines joins in
- Other initiatives
- Circuit City gets ‘flashy’
- Home Depot supports the troops and keeps its employees happy
- Subway teams up with the American Heart Association
- Nike is active
- Green Mountain teams up with Jane Goodall
- Washington Mutual co-brands with Catholic charity
- Boston Market helps local schools
- Make your own CRM
- Trends in CRM
- Ben & Jerry’s: integrated CRM at its best
- PRODUCT (RED): redefining CRM
- Exploratory campaigns
- The Consumer—CRM Purchases
- Summary
- Who responds to CRM
- How consumers learn about CRM
- How CRM influences purchase decisions
- Spill-over benefits of CRM
- Which programs consumers support
- Who responds to CRM
- Figure 6: Cause-related campaign purchase influence, by gender, July 2007
- Figure 7: Cause-related campaign purchase influence, by children in household, July 2007
- Hispanics’ attitudes towards CRM
- Figure 8: How learned about cause-related campaign, by Hispanic origin, July 2007
- Figure 9: Personal attitudes toward cause-related campaigns, by Hispanic origin, July 2007
- Figure 10: Appropriate products for cause-related marketing, by Hispanic origin, July 2007
- How respondents learn about CRM
- Figure 11: How learned about cause-related campaign, by gender, July 2007
- Figure 12: How learned about cause-related campaign, by children in the HH, July 2007
- How CRM influences purchase decisions
- Figure 13: Reaction to cause-related campaigns, by gender, July 2007
- Figure 14: Reaction to cause-related campaigns, by children in the HH, July 2007
- Figure 15: Personal attitudes toward cause-related campaigns, by gender, July 2007
- Figure 16: Personal attitudes toward cause-related campaigns, by children in HH, July 2007
- Which programs they support
- Figure 17: Cause-related marketing campaigns ever supported, by gender, July 2007
- Figure 18: Cause-related marketing campaigns ever supported, by age, July 2007
- Figure 19: Cause-related marketing campaigns ever supported, by income, July 2007
- Figure 20: Cause-related marketing campaigns ever supported, by race, July 2007
- Figure 21: Cause-related marketing campaigns ever supported, by marital status, July 2007
- Figure 22: Cause-related marketing campaigns ever supported, by number of children, July 2007
- Figure 23: Cause-related marketing campaigns ever supported, by employment status, July 2007
- The Consumer—What Consumers Want in CRM
- Summary
- What consumers want in a CRM campaign
- Products that might benefit from CRM partnerships
- Causes companies should support
- Figure 24: Causes to support, by gender, July 2007
- Figure 25: Causes to support, by race, July 2007
- Figure 26: Causes to support, by number of children, July 2007
- Figure 27: Causes to support, by level of education, July 2007
- A closer look at health issues
- Figure 28: Health issues to support, by gender, July 2007
- Figure 29: Health issues to support, by age, July 2007
- Figure 30: Health issues to support, by race, July 2007
- Products that might benefit from CRM partners
- Figure 31: Appropriate products for cause-related marketing, by gender, July 2007
- Figure 32: Appropriate products for cause-related marketing, by race, July 2007
- Figure 33: Appropriate products for cause-related marketing, by number of children, July 2007
- Future and Forecast
- Future trends
- Using CRM to get the message out
- Figure 34: How learned about cause-related campaign, by gender, July 2007
- A growth area: CRM and food companies
- Figure 35: Which types of companies should support CRM, by gender, 2007
- Growth areas: CRM and diseases of the elderly, education/child welfare
- Elderly
- Figure 36: Population, by age, 2002-12
- Figure 37: Health issues to support, by age, July 2007
- Education and children’s welfare
- Figure 38: Causes to support, by children in HH, July 2007
- Green CRM will grow
- Figure 39: Green consumer groups as a share of total U.S. population, 2005
- Figure 40: Products purchased by respondents, September 2006
- A potential backlash
- Cause marketing future expenditures forecast to grow
- Appendix: Trade Associations
AbstractCause-related marketing (CRM) is a comparatively new tactic that has been increasingly adopted by corporations. This report provides an in-depth examination of the cause-related market and the following topics:
- Benefits of CRM. Mintel’s exclusive research, along with secondary sources, quantifies how CRM benefits corporations. Some of the areas measured include the likelihood of purchase between CRM and non-CRM affiliated products, customer loyalty, brand awareness, and the “halo effect.”
- Who responds to CRM and why. Gender, household size, the presence of children, and ethnicity are all-important factors driving the support of products with CRM campaigns. Mintel examines these various groups in detail, along with their motivations for purchasing products.
- How respondents learn about CRM, and the programs they support. Mintel analyzes which mediums are most effective, and which programs consumers in turn support.
- What causes consumers want supported and what they will purchase. This report determines what causes respondents want supported by their age, ethnicity, gender, and so forth, and the types of products they are most likely to purchase as a consequence.
This in-depth analysis provides the reader with a comprehensive picture of the CRM marketplace, consumer attitudes and preferences, and important trends shaping the near future.
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