Corporate Social responsibly in Marketing.pptx

Corporate Social Responsibility

1. DISCOVER . LEARN . EMPOWER UNIT-1 Integrated Marketing Communications INSTITUTE –University School of Business DEPARTMENT -Management M.B.A Integrated Marketing Communications - 20BAB721 Dr Sajjan Choudhuri Associate Professor 1

2. Course Objectives To give an exposure to students about the concepts of integrated marketing communication and its applications on success of marketing mix.   To develop skills in students to frame and examine the process by which integrated marketing communications programs are planned, developed, executed and measured.

3. Course Outcomes To comprehend the purpose and significance of a unified and integrated marketing communication. To apply integrated marketing communication concept to create clear, consistent and unified messages. To analyze the nature and functionality of different marketing communication chaneels to comprehend as to how they can be integrated as one. To evaluate distinct communication strategies for each communication channel from the perspective of compaibility with other channels to create a unified message. To develop effecive integrated marketing communication programmes . 3

4. Corporate Social responsibly in Marketing

5. WHAT IS CORPORATE SOCIAL RESPONSIBILITY? CSR is not: Ethics, Philanthropy and Public Relations General Definition: A set of actions a company takes to improve, maintain or mitigate a company’s impact on society and the environment while increasing value CSR deals with the role of business in society 5

6. W H A T I S Y OUR W H Y? What does your company do? What is its purpose? What are its values? Who does it serve? What is its mission? 6

7. WHAT IS CAUSE MARKETING? 74% of consumers are more likely to buy from a brand because it’s associated with a cause 85% of consumers have a positive image of a company if it’s associated with a cause they support 94% of consumers are either somewhat likely or very likely to switch when price and quality are equal 7

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10. TOMS MISSION STATEMENT “What if I start a shoe company and every time I sold a pair of shoes I gave a pair away and that way if as long as I would continue to give them shoes these children will have shoes for the rest of their lives.” -­‐ Blake Mycoskie, Founder and Chief Shoe Giver, TOMS 10

11. ONE FOR ONE MARKETING MODEL Company’s promise to deliver a free, new shoes to a child in need for every sale of their 11 retail product Countries include Argentina, Ethiopia, Guatemala, Haiti, Rwanda, South Africa and the United States Over 50 million shoes given since 2006 with over 100 partners in over 70 countries Creating sustainable business by turning customers into benefactors rather than depending on fundraising

12. T OMS: A “ CAUSE MARKETING” SU C CESS 12 Fit between valued customer and marketing mix TOMS customer is very active on social media Fit between social cause marketing and using social media; active and socially aware consumers Active community that acted as brand storytellers – utilizing people’s networks on social media Created awareness, reaching large audience and geographical coverage through social media with low marketing cost

13. W H A T CAN COM P AN Y’ S LEARN FROM T OM’S CAUSE MARKETING STRATEGY? 13 Focus on mission and long-­‐term vision: they have NO advertising budget Attract buyers through design contents, traveling to colleges, shoe drops, which are mostly in CA that give away a $50 gift bag, stickers and flyers to events TOM’s creates a campaign that benefits all those involved Consumer receives their desired purchase, but a child in need is also provided the products They make sure to cover every cost when transporting and distributing the goods Follow up on the impact they have made globally

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17. W H A T IS T HE 10,00 SMALL B USI NESSES INITIATIVE? $500 million investment to help entrepreneurs create jobs and economic opportunity Greater access to education, financial capital and business support services Program operated in Chicago, Cleveland, Detroit, Houston, Los Angeles, Miami, New Or l e an s, New Y or k , R h o d e Is land , Salt Lake City, Philadelphia, and other cities To be eligible, you must be in business at least two years, have four or more employees and generate between $150,000 and four million dollars in annual revenue. 17

18. DID GOLDMAN S A CHS H A V E A BRANDING PROBLEM? R e -­‐ c ha rter e d a s a ban k h o ldin g comp an y to g ai n a c cess to government bailout money in 2009 Re-­‐positioned itself with less focus on wealthy clients, offering for the first time consumers loans online 18

19. GOLDMAN S A CHS IDENTIFIED A PROBLEM 19

20. W H A T W ERE T HE RESU L TS? 20 After 6 months post graduation, 46% of participants added new jobs, increasing to 57% 18 months after the program 22% of US small businesses report increasing their number of employees surveyed by the National Small Business Association 67% of participants report increasing revenues after 6 months, with 76% increasing revenues after 18 months. 45% of US small businesses reported increasing their revenues surveyed by the National Small Business Association Access to capital is an important lever for business growth. After 18 months, 82.9% received access to capital

21. UNILEVER F AMI L Y OF BRANDS 21

22. UNILVER MISSION STATEMENT Unilever is committed to supporting sustainability and providing our consumers around the world with the products they need to look good, feel good and get more out of life. Today we are rapidly loosing ground. The consumer is often ahead of us. A small, but growing number of consumers are choosing sustainability sources and responsibly made products. Most will dismiss this as ‘niche’ will surely miss out. -­‐ P au l P o l ma n, C E O of Uni l ever 22

23. D O V E BRAND G O ALS 23 Dove needed to revive its brand, their PR firm conducted a study involving 3,000 women in 10 countries to learn about women’s priorities and interests. Only 2% of women considered themselves beautiful , the executives at Dove saw at opportunity. In 2004, Dove launched its revolutionary “Campaign for Real Beauty” Expand the definition of beauty beyond the unattainable one portrayed by society Dove launched a series of videos and education programs to challenge beauty stereotypes and encourage discussion and action

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25. DOVE BREAKS BARRIERS AND RE-­‐DEFINES BEAUTY Launched conversation around unrealistic beauty standards The Campaign for Real Beauty positively changed the way women and young girls viewed themselves Dove is committed to helping all women realize their personal beauty potential by delivering products that deliver real care Dove believes beauty should be for everyone 25

26. D O VE CRE A TE S TRANS FORM A TI O NAL CHANGE 26 Helps Dove redefine consumer behavior towards beauty products globally 10 years later, research shows that women defined beauty on a large array of qualities Education programs have reached over 7 million girls through regional and national partnerships such as Girl Scouts of the USA and Girl Guides Dove’s sales increased from $2.5 billion to $4 billion

27. B RAN D L E SSON S O N SOCI AL R E S PON SI B ILIT Y AND MARKETING STRATEGY 27

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32. THE CUSTOMER IS IN CHARGE The success of your business will be in direct proportion to the emotional impact you have on your customers The emotional impact on your customers will be in direct proportion to the social impact of your purpose The social impact of your purpose will be in direct proportion to the success of your business 32

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34. W HY D OES IT M A TT ER IF COM P AN Y’ S ARE SOCIALLY RESPONSIBLE? 34 Better return on investment More motivated employees More loyal customers Executives understand CSR can promote respect for their company which can result in higher sales, enhance employee loyalty and attract better employees

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36. 1. T1 Belch and Belch. 2017. Advertising and Promotion: An Integrated Marketing Communications Perspective, Ninth edition, McGraw Hill Education. ISBN: 978-1259026850. 2. T2 Moriarty , L. 2016. Advertising & IMC: Principles & Practice, Tenth edition, Pearson Education India, ISBN: 978-9332574144. 3. Batra , S.K. 2002. Advertising Management, 5th Edition, Pearson Education India. ISBN: 978-8177588507 36 References

37. Blackboard Assessment Pattern 37 Components HT-1 HT-2 Assignment Surprise Test Business Quiz GD Forum Attendance Scaled Marks Max. Marks 10 10 6 4 4 4 2 40

38. THANK YOU For queries Email: [email protected] 38