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This is majorly because every sympathizer towards a particular noble objective will be moved by the actions of all the sponsors of the course. While the main objectives of the companies that engaged in cause branding with the foundation was to promote their brands and to ensure the positive improvement of the society. Thus, it is proper to insinuate that cause-related marketing for the good of the sponsoring organizations, the cancer foundation, and to a significant extent, the immediate community. Besides, cause-related marketing plays an instrumental role in influencing the behavior of various stakeholders. This is majorly because the stakeholders such as the customers and shareholders will have renewed trust and vigor in continuing to collaborate with the corporates that partake in the cause branding process. Additionally, business enterprises stand to gain ion terms of the expansion of market for their products and ultimately, increased profits. This was demonstrated by a 2007 survey by Cone Inc. that showed that it enhanced the chances of consumers of switching to newer products by 87%. Pink washing as a risk for corporations Essentially, ‘pink washing’ was started as a noble course in order to create breast awareness in collaboration with the foundation while at the same time enabling corporate growth. ...
While several corporates were honest in their approach to cause-related marketing particularly with the foundation, a number of other unscrupulous businesses chipped in purporting

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to be in support of similar objective. In real sense, their main aim was to maximize their profit out of the mission without even thinking of the welfare of the breast cancer patients and victims. Due to the commercialization of the breast awareness campaign by the ‘pink washing’ products, several corporates are at the risk of being denied sanctions to continue with the cause–related marketing that is of great significance to their brands. Benefits and risks associated with each proposal When it comes to the proposal by the Vita-king Company, most of the breast cancer victims stand a chance to enjoy the vitamin and mineral supplements. Indeed, the company’s research is at the heart of preventing and treating breast cancer through various products such as herbal extracts and some natural medicines that could help alleviate the risks of getting the disease. In this respect, the proposal by via-King is one that could change the face of breast cancer awareness and treatment. Perhaps it is important to note that there are insignificant risks, if any, associated with embracing and implementing the proposal by Vita-king Company. As for Grape Vine Company that unleashed the second proposal, the sponsorship that will arise out of the sale of wine and spirits will play a pivotal role towards creating more breast cancer awareness and treating the breast cancer patients. Certainly, this noble objective will fill the financial deficit in the awareness campaign of breast cancer, and in the end, help alleviate breast cancer cases. However, the proposal poses the risk of

Summary

Marketing Case Study Write up Name Instructor Date Viability of the cause-related marketing Actually, the cause-related marketing strategy as is seen with the Canadian Breast Cancer Foundation in various aspects of corporate social responsibility…
Author : kubquincy
Marketing Case Study Write up essay example
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