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Marketing with a cause can increase sales and boost a company's reputation, leading to customer loyalty. Here is an example from Pond's (face cream) that aims to do just that. To promote a new line of anti-aging cream, the company has arranged to become a sponsor of a TV show on USA Network where its product will be featured prominently (product placement). Viewers can enter a contest online to have their stories and their beauty routines featured during the show. There is another contest. Buyers of Ponds will receive a code in their packaging. Each week during the show one winning code will be revealed and a diamond ring will be awarded. The deal is supported by point-of-purchase, online media and public relations efforts. Right marketing mix?

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Marketing with a cause can increase sales and boost a company's reputation, leading to customer loyalty. Here is an example from Pond's (face cream) that aims to do just that.

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Yes, the marketing mix is quite appropriate for Ponds. They are not only initiating very wise and effective promotion and advertisement strategy in the sense that they are trying various methods and promotion schemes to make their brand and product visible. For example, they are not only utilizing ...

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Sandeep Bardia, MBA
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  • BCom, SGTB Khalsa College, University of Delhi
  • MBA, Rochester Institute of Technology
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