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Cause-related marketing is the mutual partnership between a business and a nonprofit with the main goal of increasing the company's brand visibility that generates business and societal benefits. In regards to cause related branding, Amazon is currently one of the companies securing successful business partnerships where a notable amount of funds comes from nonprofit organizations (Business community, 2004). For instance, in 2013 Amazon started its first cause related branding program called Amazonsmile; a purchase triggered donation, where consumers can choose which nonprofit they would wish to support through their purchases. Every time a consumer bought a product through Amazon, 0.5% profit would go towards their nonprofit (“Amazon Will Donate,” 2013). Hence through Cause- related branding and consumer engagement, Amazon and its likeminded organizations are able to attract more support with different interests in the organizations they collaborate with.

The main goals of Amazon cause-related branding is to drive its sales, improve customer loyalty and reach new audiences, stand out from competitors, establish positive image and also to engage consumers.

Cause- related branding strings and it goals provides a win-win situation for Amazon and its likeminded nonprofit organizations. For example through Amazonsmile, charities get needed funds, while the company gets to rejoice in glory of having performed good deeds. Judging from Amazon's popularity, it’s easy for them to embrace the concept of cause relate branding which allows the company to significantly increase its revenues. In an article recently published in Huffington Post, the author Brady Josephson remarks that "While AmazonSmile is helping people to be more charitable in theory, they may actually be making less charitable in reality" Brady's opinion is that while Amazonsmile maybe a smart marketing move for the company the big losers in the equation are the charities since Amazonsmile just facilitates consumer donations at no cost to them with no strings attached. However, this does not mean that the practice of cause related branding is without problems. Even though cause related branding may do wonderful job in collecting funds for associated charities, social causes and in desperate need funding may result to partnerships that are far from equal and which may hold the potential of harming the company more than helping it (Inger, 2006).

Amazon Cause related branding is driven by the need to increase the firm's returns hence the program of AmazonSmile is selected on the basis of the potential good and many public relation opportunities, that can be achieved through free publicity and increased sales a particular charity affiliation organization may bring to the company. Thus this saves Amazon from advertising and promotional expenses for required for the business. Moreover Amazon also is in the position to gain access to non-profit clientele, staff, trustees and donors, all of whom are potential customers.

Amazon marketing initiatives have evolved beyond creating connections by aiming at inspiring deeper levels of emotional support to their customers. As a rapidly growing strategy, Amazon uses Amazonsmile to help a host of social ills and problems instead of it applying themselves to solve social ills. Cause- related branding as Amazon’s marketing strategy assist the company to effectively increase its market share and increase the company’s brand image.

Amazon's SWOT Analysis

Strengths

Amazon provides a positive customer experience through cause-related marketing. The company’s robust Cause-related branding strategy has created a customer centric process in which promotes it sales.

Again in order for Amazon to improve this process, the company has strategic alliances with other organizations to offer superior customer service. The most important strategic ties are through cause-related branding that promotes it brand image and increases sales.

Amazon has an efficient delivery network with its customers hence this promotes a deep and structured network that facilitates its cause-related branding process through programs such as Amazonsmile, since its products are available even in remote areas. In addition, by using the cause-related marketing Amazon is able to fight competition from its competitors through forming mutual partnerships with nonprofit organizations.

Weaknesses

Amazon cause-related market has become a sensitive subject for many consumers. For instance, Brady's Josephson article questions whether Amazon is helping in charities or just taking advantage.

Opportunities

By acquiring cause-related marketing, Amazon is able to decrease completion level, increase its brand image and increase its revenues and loyal customer base through helping to facilitate charities.

Threats

At the same time by participating in cause-related branding Amazon may likely engage in partnerships that may otherwise ruin the business operation.

In conclusion cause-related marketing is a good strategy for increasing brand awareness between a business and a nonprofit organization. While not all partnerships are successful, Amazon's collaborations created with clear expectations among partners, a common goal for campaign, and mutual target may result in long-term alliances that can benefit both parties.

Reference

"Amazon Will Donate Some of Your Purchase Amount to the Charity of Your Choice." (2013). AllThingsDigital . Web. 9 May 2014. Retrieved Nov 7 2016.

Business Community (2004). How Cause Related Marketing impacts and the bottom line on brand equity, consumer behavior. Brand Benefits. Web. Retrieved November 6 2016.

Josephson, B.(2013). Why Amazon Is Smiling and Charities May Be Losing. Huffington Post. Web. Retrieved November 2016.

Stole, Inger (2006).Cause Related Marketing: The Gift that Keeps on Giving? Consumers, Commodities & Consumption. University of Illinois at Urbana-Champaign. Web. Retrieved 6 November 2016.