Cause-Related Marketing: The Cone Communication Social Impact Survey

Discuss the four components of corporate social responsibility and how they relate to a charitable campaign such as (Product) RED. How does participation in a cause-marketing event contribute to a company's social responsibility? What role does sustainability play?

Stakeholders will generally detect duplicity in CSR motives; intrinsic or genuine motives as well as extrinsic profit-related motives; however, stakeholders will be tolerant of clear extrinsic motives, if the CSR initiatives are rooted in intrinsic values. This leads to the perceived “win-win” scenario, and is one of the driving factors behind company CSR initiatives, as they realize the value of helping society while still being able to focus on the impact to the bottom line (Tonello, 2011). In addition, if campaigns are not communicated specifically around the brands it produces, then a “halo effect” for the entire industry could be the end result, of a poorly executed communication strategy (Marquis et al., 2011) Therefore, it is important for Dannon to construct a carefully balanced communication strategy, which considers the perception of its stakeholders in the marketplace, while also ensuring to highlight the specific impact of its CSR initiatives within the communities it operates.

As stated earlier, Macy's business model, though aims at sustainability and growth, but it is too much centred on corporate social responsibility. Corporate social responsibility in the contemporary corporate world is seen as an immensely important part of business strategy. It involves organizations taking responsibility of 'giving something to the society' in return of what they earn from them (Fleisher, 2008). Many organizations today use corporate social responsibility as a potential marketing tool, also referred to as cause related marketing. Although highly important, and also pursued by the competing firms, extreme dependence and centred focus on

From the regression analysis result (Figure 29a in Appendix F), the consumers’ perception of CSR-Society doesn’t have positive influence on the functional brand image. This is because, based on the coefficients in the figure 20b, β=-.084, t=-.765 and p=. 447, which means the H 2a is rejected.

I will discuss how companies utilize corporate social responsibility strategies to enhance their marketing approach which has been influential to consumers and ultimately contributes to the success of the industry. Connell, John. " ‘The Taste of Paradise’: Selling Fiji and FIJI Water." Asia Pacific Viewpoint, vol. 47, no. 3, Dec. 2006, pp. 342-350.

CSR lacks universal methods. The United Nations Industrial Development Organization (UNIDO) mentions that it is important to draw a distinction between CSR as part of strategic business management concept and charity, sponsorships or philanthropy. The latter applications make valuable social impacts that enhance the reputations of the companies, however, CSR is a continual effort instead of an instance. A few features that CSR should focus on are: eco-efficiency, employee and community relations, environmental management, gender balance, responsible souring, anti-corruption, stakeholder engagement and human rights. Utilizing some of these key features a company can bring competitive advantages into the market place. Increased sales and profits from operational cost savings as well as improved reputation and brand image and customer loyalty can result from a well-defined CSR strategy.

Dannon following the Corporate Social Responsibility program will help blend products naturally and the message will be consistent which will increase confidence in Dannon products. The risk with corporate and local level Corporate Social Responsibility communication program is measurability, impact and calculation of return of investment. Corporate Social Responsibility communication does have a positive impact and provides intangible benefits. During the communication campaign, there will be a short-term impact other than few products such as Activia. Depending on the individual Corporate Social Responsibility communication, competitor may take advantage or gain, if the consumer were to confuse about which company's Corporate Social Responsibility initiative. Critics could analyze Corporate Social Responsibility communication and demand is doing more, which will leave Dannon in a defensive position generating disinterest by its consumers (Marquis, Pooja, Tolleson, & Thomason, 2011, p.

In the modern business world, providing a great product and shopping experience will only get the business so far. In “How to Demonstrate Ethical Behavior & Social Responsibility,” Audra Bianca stated, “With the social status you’ve attained as an entrepreneur, accept the challenge of using your business for giving back to society, even with no profit motives behind your contribution” (Bianca). If I really want my customers to keep returning. I need to let them know that their dollars will be going towards a good cause. I would recognize the importance of being socially and environmentally conscious, and will often advertise charitable initiatives, such as annual fundraisers for a cause, or a volunteer project the staff and I will work on. In “Example of Social Responsibility Strategies” Susan S. Davis mentioned, “a corporation or business may set up a foundation to assist in learning or education

To lay the basis of critically assessing and outlining the contribution of social marketing to contemporary marketing thinking, I should first define the possibly obscure meaning of the particular type of commerce. The initial definition depicts social marketing as 'the design, implementation and control of programs calculated to influence the acceptability of social ideas and involving considerations of product planning, pricing, communication, distribution and marketing research ' (Kotler and Zaltman, 1971, p. 5). In 'Marketing Social Marketing in the Social Change Marketplace ' Alan R. Andreasen argues that the given definition does not outline the essence – social behavioural change. In his words, the acceptance of an idea alone does not guarantee the success of influencing behaviour. The latest interpretation of ISMA solves that problem by stating the outcome explicitly. (2013).

Customers are the key to success in any industry so it is important for companies to adapt to the evolving mindset of their consumers which in this case is to take a strong position in social and ethical responsibility.

Some well-known names have begun to implement the moral position on the issues that affect us all. For example, working with consumer walker’s change in their mind as they make changes to their products. So it would be KFC to bear in mind the welfare of consumers when making products. The benefits to the KFC Company’s is that they can make products with the fact to meet the needs of consumers. The disadvantage of the KFC is that they have to bear in mind what consumers will think of their products, and that can be benefit them.

Societal marketing concept emphasises on delivering superior value to customers in a way that maintains or improves the customers’ and the society’s well beings. Companies practising this concept will hence organise various types of activities or launch different types of programmes to show the concern of the companies towards the society. Great Eastern is one of the companies that adapt societ marketing concept. Great Eastern offers international scholarships and local scholarships to the Malaysians or Singaporeans. Another good example is STAR newspaper. Besides offering scholarships to Malaysians, STAR newspaper also launches education fair annually in Malaysia.

Environmental concern and social impacts of business is always a serious issue in today’s day organization. This trend has increased now a days due to the pressures from various stakeholders the prominent being the consumers. The companies need to be sensitive to social and ethical issues affecting the business. This is not just for the short term objective of gaining profits but for the survival of the business for long term. The need of the hour is therefore focus on triple bottom line approach and not just focus on sales, profitability or market share. There is a direct correlation between the corporate responsibility policies and the business performance. The companies should prepare for a sustainable marketing by reexamining the social

What does television, the internet, and the sides of public transportation buses have in common? Each one of these medium employ advertising to catch the attention of consumers. Marketing is a vast field that encompasses various topics from business to psychology. Social media, as well, has had an enormous and relatively quick impact on the field of Marketing. Social Marketing deals with the specific subset of marketing that encompasses campaigns designed around social causes and changing consumers’ perceptions about social issues. Phillip Kotler, a Northwestern Professor of Marketing, and Gerald Zaltman, a Harvard Business Professor, originally coined the Social Marketing Theory in 1971. The Social Marketing Theory has evolved over time

When corporations demonstrate social and sustainability leadership, customers are less likely to blog or tweet about negative experiences. Satisfied clients and employees produce credible testimonials. When resources are tight, this is an easy way to generate new content and freshness on-site. In fact, 68% of consumers say that in a recession, they would remain loyal to a brand if they support a good cause. Customer base can be crucial in choosing a cause.