A Dannon Csr Case Study

The company that I chose for my final project is the Dannon Company. The Dannon Company was established in the United States in 1942 in New York City. Dannon is a subsidiary of global company Groupe Danone, whose headquarters are in Paris, France. Danone has operations in the United States, France, and Canada and is one of the largest health-focused food companies in the world today. Danone has four major business lines: fresh dairy products, water, early life nutrition and medical nutrition.

Although some skeptics would doubt the notion of businesses following each other on CSR initiatives, there’s in fact evidence suggesting that there is a ‘competitive’ element amongst responsible practices. Organisations in Australia’s mining industry have consistently been promoting responsible resourcing and stewardship during operations; in 2015, BHP Billiton partnered with Conservation International and CANARI to launch the climate ACTT program, which focused on empowering a selection of civil society organisations with transparent institutional processes and up-to-date technical best practices for climate change adaptation and resilience planning — while making a total economic contribution of 2.67 billion dollars in the next financial

In the long run this will save resources, time and keep uniqueness of the brand. The message should clearly tie Dannon to some of its Corporate Social Responsibility activities such as public heath that could lower health cost, prevention and education. By developing such communication design, consumers are engaged and can recognize consistent principles that help relating Corporate Social Responsibility activities such as Dannon leading domestic hunger relief charity or pledging advertising for children under 12 that meets key nutritional guideline approved by council of better business bureaus

Target completed its five-year goal for the 2015 fiscal year with some impressive numbers. According to Target (2015), it exceeded its expectations on the following goals:

Directly, the economy is strong, since customers can hold up under the cost of the upside of getting a charge out of super-premium solidified yogurt. Regardless, the economy is not too strong that present Ben and Jerry's agents can stand to take an undesirable cut in remuneration. Likewise, the social message behind the Ben and Jerry's band is winding up clearly comprehended through a grouping of advancing techniques.

Corporate Social Responsibility (CSR) is something that affects all companies and should be an active factor in the company’s decision making. It is something all corporations need to care about. CSR is when business’ or corporations take part in an initiative or campaign for a cause that will benefit society and/or in some way make the world a better place (Taylor, 2015). Initially, Corporate Social Responsibility started to take shape around the 1950’s, but some say that it dates all the way back to the 1800s, the idea of CSR was seen (Carroll, 2007). One may think that because it is dated so long ago, it doesn’t have an important impact today nevertheless, it is proven that Corporate Social Responsibility is a pathway for entities to self benefit as they are in the process of benefitting society.

The money spent on research, grants, sustainability efforts, supply chain mapping, and marketing are not cost, but capital expenditures. Each year the money put into these areas, are long-term investments, which in the case of Eileen Fisher, yields the immense valuable, authenticity. Eileen Fisher has managed to come a long way from where they started. Ms. Fisher has spearheaded an era growth wherein her firm has made large strides over a many decades, without degrading to long-term value of their efforts by way of credit claiming that runs the risk of diminishing the perceived authenticity of their CSR

As the CEO of a medium-sized business, my priorities are not just to help steer a profitable company but also to make it a positive and contributing member of its surrounding community. This is especially important for a company that specializes in the packaging and marketing of healthy, nutritious and convenient foods. Natural Gardens Food Products offers a wide range of pre-packaged healthy options for breakfast, lunch and dinner that are great for healthy eaters who are on-the-go. Though Natural Gardens is inherently involved in promoting various campaigns for making healthy lifestyle choices, there is a large area of opportunity for improvement in its service to the community. The discussion hereafter will consider these opportunities for better Corporate Social Performance (CSP) and the stakeholders that will be directly impacted.

As mentioned throughout the previous sections, Target has a very inclusive CSR program that covers most areas under this field. Because of this, there is little for the company to do in terms of expanding into any brand-new components of CSR; therefore, it would be most beneficial to fine-tune some of its programs to align with the company’s customer base more closely. Moreover, some of Target’s current CSR efforts are rather broad and the company could benefit by really specializing within some of the areas and establishing more detailed goals. Although Target seems to emphasize its dedication to supporting the community and collaborating with other organizations, there seems to be a disconnect between this and some of the company’s decisions.

With respect to promoting healthy eating (and drinking) habits, the University of California-San Francisco (“UCSF”) is an example of an institution that successfully engaged in socially responsible marketing. In 2015, the UCSF began a program to sell zero-calorie, unsweetened drinks throughout its campus (Cecil, 2017). UCSF also declined to renew its pouring-rights contract with the Coca-Cola Co. Additionally, in 2015,

Ben and Jerry’s a well-known American ice cream producer with a history of great tasting ice cream and a strong sense of social responsibility. Their published mission statement is broken into three parts, product mission, economic mission and social mission (Ben & Jerry’s). The company places social responsibility as a high priority and a strategic leg of their mission statement. In part, their statement recognizes, “the central role that business plays in society b initiating innovative ways to improve the quality of life locally, nationally and internationally” (Ben and Jerry’s, Mission). The company’s emphasis on social responsibility is evidenced through many social and charitable contributions and actions the company has established. Founded in 1978 by Ben Cohen and Jerry Greenfield, the Ben and Jerry’s Homemande Holdings Inc. enjoyed rapid growth in popularity, product brand recognition and financial gains. Due to declining sales in the United States, and with some notable success in foreign markets such as Canada, Russia and the United Kingdom, Ben and Jerry decided to look at entering the Japanese Ice Cream market. This market was very attractive because as it is only second to the United States in the amount of ice cream consumed annually. However the Japanese ice cream market was dominated by the HaagenDaz Company (Case Study). Due to HaagenDaz size and global sales success, it would not be an easy

In recent years, countless Americans have stopped drinking milk since technology and innovations in the dairy industry have caused cow’s milk to become more unhealthy, less ethical, and has shown, that cow’s milk is unnatural for humans to consume. As countless Americans focus on their diets and healthy eating they have noticed and realized that milk isn’t as healthy as they were once told by Ads such as “Got milk?” which over 300 famous celebrities made ads for, because executives at MilkPEP told times magazine that they created these ads since milk was “boring”, they also stated that “Milk is not a very high-interest item in people’s lives. It’s a staple,” Jeff Goodby stated, co-chairman of Goodby, Silverstein, and Partners (Tracy Miller).

The expectations of what businesses should be responsible for has changed over time as the consumer’s social awareness has grown. For many businesses, especially those in the United States, change in their approach to corporate social responsibility (CSR) is necessary in order to satisfy customers and to stay competitive. Dannon should communicate to consumers about its Corporate Social Responsibility initiatives because the benefits of communicating far outweigh the risks. The European Union has a history of holding companies to a higher CSR standard which non-US corporate (Danone) requires Dannon to follow.

Q1) If you were the CEO of GIL, what other CSR activities would you have undertaken that would have aligned well with the company’s current CSR portfolio and current line of business?

Danone Ltd is one of four UK subsidiaries of Groupe Danone — a French company that produces fresh dairy products, water and medical nutrition. In 1999 the Danone Ltd is the subsidiary launched the yoghurt brand Actimel, which followed by successful drinks Activia, Okaya and Shape. A reported annual turnover of $21bn, the company operates currently in over 135 countries with 100,000 employees. (Danone,