What Can Chinese Enterprise Learn From Bayer Healthcare's Cause Marketing Strategy

With the rapid economic development, Chinese consumers have an ever-growing demand for enterprise taking social responsibility. Cause Marketing, as one of the most popular marketing tools, is getting widely accepted by the public. In recent years, multinational enterprises have been increasingly active in developing Cause Marketing activities around the world. Cause Marketing has become an important marketing tool for them to get involved into a market.Cause Marketing is emerging among the Chinese enterprises. Some Chinese enterprises have achieved great success through practice and appropriate Cause Marketing Strategy. But we also see many Chinese enterprises lack related experience in this field. Compared with the multinational enterprises, Chinese enterprises usually spend a large amount of money but leave very limited impression on consumers. The author of this thesis thinks that there is a need to introduce foreign companies'Cause Marketing strategies.As a branch of the Bayer Group, Bayer HealthCare has been actively involving into worldwide Cause Marketing activities for a long time. The Cause Marketing Strategy of BHC in China is carefully planned and their cause activities have greatly helped to build their corporate image among the consumers.This thesis made a comparative analysis on the Cause Marketing strategy of Bayer HealthCare and the practice of Chinese enterprises, summarized the successful experience of BHC, and provided suggestions to help the Chinese enterprises, including responding in the right time, choosing the right cause project, making a long term strategy, choosing the right partner, and be creative in planning the cause activities. It is hoped that this thesis could give the Chinese enterprises a clear insight of Cause Marketing, and help them to make proper Cause Marketing strategy.