Problem:
Marketing with a cause can increase sales and boost a company's reputation, leading to customer loyalty. Here is an example from Pond's (face cream) that aims to do just that. To promote a new line of anti-aging cream, the company has arranged to become a sponsor of a TV show on USA Network where its product will be featured prominently (product placement). Viewers can enter a contest online to have their stories and their beauty routines featured during the show. There is another contest. Buyers of Ponds will receive a code in their packaging. Each week during the show one winning code will be revealed and a diamond ring will be awarded. The deal is supported by point-of-purchase, online media and public relations efforts. Right marketing mix?