A Case Study On The Intertek's 'ITS Yangtze River Plan' Cause-related Marketing Project

Cause-related marketing is getting more and more attention from companies because it can help companies to gain both fame and fortune.In recent years,Chinese enterprises have invested a lot in public welfare and charity.At the same time,the willingness of the general public to participate in charity activities has become higher and higher.Therefore,under the situation that both enterprises and consumers have a positive attitude towards charity activities,how to use enterprises funds to create benefits for society while adding points to their brands and products is a topic of great research significanceThis article takes the Intertek's "ITS Yangtze River Plan" as the research object.Firstly,this article studies the theories of cause-related marketing,the Yangtze River protection,and the Yangtze River charity project,then describes the company background of Intertek and the project background and marketing status of the "ITS Yangtze River Plan" charity project Then,this article takes the "ITS Yangtze River Plan" as a case study,analyzes its environment:the PEST analysis method is used to analyze the macro environment,the Potter five force model is used to analyze the industry environment,and the competitive environment analysis,the consumer demand analysis and the SWOT analysis model are used to obtain the strategic choice.Finally,the STP theory and the 4C theory are used to analyze marketing strategy and marketing tactics to find out the reasons for the success Through analysis,the conclusions worthy of reference by other companies are:(1)Cause-related marketing strategic planning needs to consider sociality and business goals to achieve benefits together;(2)Fully survey the audience and understand own advantages,try to achieve them in consistent to form a unique positioning;(3)It is necessary to fully consider the individual needs of the audience and give full play to the active participation of the audience;(4)Pay attention to public attitudes and psychological expectations,and reduce the participation cost of the audience as much as possible;(5)The partners strive and negotiate to reduce the cost of the enterprise;(6)Consider the professional ability and convenience of the audience,provide products and services as directly as possible to the audience;(7)Choose well-known and authoritative media for cooperation,use the credibility of the media to endorse the project and increase visibility;(8)Flexible use of circle-level communication to promote two-way communication between the enterprise and the audience.