Breast

Case Solution for Cause-Related Marketing: 3M as a Corporate Sponsor of the Canadian Breast Cancer Foundation
Complete Case details are given below :
Case Name :      Cause-Related Marketing: 3M as a Corporate Sponsor of the Canadian Breast Cancer Foundation
Authors :           Allison Johnson, Laurie Dudo
Source :             Ivey Publishing
Case ID :            W11047
Discipline :        General Management
Case Length :    18 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
3M Canada (3M) has been a corporate sponsor of the Canadian Breast Cancer Foundation (CBCF, or the Foundation) since 2005. In support of the CBCF, 3M has produced and sold “pink products” (products that bear the pink ribbon, such as Post-it-Notes and flag pens, Nexcare bandages, and Scotch-Brite sponges), with a contribution of each sale benefiting the CBCF. This case examines the corporate sponsorship relationship, specifically how 3M’s brand manager for Post-it brand office products can further activate the relationship with CBCF. The brand manager’s marketing campaign for 2009 was successful; however, she now needs to determine the best approach for her 2010 campaign.
 
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Case Solution for Canadian Breast Cancer Foundation: Corporate Sponsorship Choices
Complete Case details are given below :
Case Name :      Canadian Breast Cancer Foundation: Corporate Sponsorship Choices
Authors :           Allison Johnson, Laurie Dudo
Source :             Ivey Publishing
Case ID :            W11073
Discipline :        Marketing
Case Length :    14 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
The case explores the use and importance of corporate sponsorships, specifically how these relationships are formed with the Canadian Breast Cancer Foundation. The associate director of National Corporate Programs at the Canadian Breast Cancer Foundation (the Foundation) needs to determine the Foundation’s direction regarding its corporate sponsorship program. Due to the slowdown in the economic environment, a major sponsor of the Foundation, who has contributed more than $1 million to the charity over the past five years, decided to pull two products from the shelf. The associate director needs to find a way to replace that support. Fortunately, the Foundation was approached by three corporations who were interested in becoming corporate sponsors. The associate director and her team now need to evaluate the three corporate sponsorship proposals to determine whether they fit with the Foundation’s values and goals.
 
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