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Cause Related Marketing is a concept growing in importance to retailers, marketers and charities alike. The idea is simple - a company (or individual) with an image, product or service to promote, enters into a relationship with a good cause for mutual benefit. It is an activity that is becoming increasingly effective in marketing a brand. Research has shown that 86% of consumers are more likely to buy a product or service that is associated with a good cause (Business in the Community 1996).

As well helping to build the brand's name and showing the company fulfilling its corporate social responsibility, cause related marketing also benefits the company as an effective sales tool whilst offering the charity an opportunity to generate income from the association.
 
KitchenAid – Premier International Marketing Ltd.
KitchenAid's "Pink Artisan" mixer model, distributed by Premier International Marketing, the official distributor in Hong Kong, supports breast cancer care services by donating a portion of each machine's sales proceeds. Be sure that your machine comes from the official distributor to support breast cancer services provided by Hong Kong Cancer Fund.
 
Zing by Zing
Zing, the legendary make-up artist, donated proceeds from sales of his stunning book to Hong Kong Cancer Fund. Eye-catching images, most of which have never been seen or published before, combine to create a unique selection in . These photographs exemplify Zing's cutting edge creativity and talent. Images of celebrities and famous models, such as Sammi Cheng and Carina Lau are artistically portrayed after they have been made up by Zing. A star-studded book launch 'zing by zing, presented by I.T' was held on Thursday 15th September 2005 at Lee Gardens. Proceeds from the sales of the books were donated to HKCF.
 
Pantene Pro-V
Pantene, a shampoo brand under the P&G group launched a new line of hair products, which helps prevent hair breakage. The new line was launched with a website soliciting beauty statements from the general public, each statement generating a donation to HKCF from P&G. A t-shirt with Ms. Vivian Chow's image was also produced and sold to benefit HKCF at retail outlets.
 
For further information on how you can be involved in our Cause Related Marketing efforts, please call Joanna Lo at 3667 6386.