Cause-Related Marketing: 3M as a Corporate Sponsor of the Canadian Breast Cancer Foundation Harvard Case Solution & Analysis

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 created and sold "pink products" (products that bear the pink ribbon, such as Post-it-Notes and flag pencils, Nexcare bandages, and Scotch Brite sponges), with a contribution of each deal helping 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 not unsuccessful; yet, she has to ascertain the most effective strategy for her 2010 campaign.

PUBLICATION DATE: March 18, 2011 PRODUCT #: W11047-HCB-ENG

This is just an excerpt. This case is about SALES & MARKETING

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Cause-Related Marketing: 3M as a Corporate Sponsor of the Canadian Breast Cancer Foundation

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