how can companies be responsible social marketers
TRANSCRIPT
“Effective internal marketing must be matched
with strong sense of ethics, values and social
responsibility”
“Driving force for companies to practise a higher
level of Corporate Social Responsibility”
CUSTOMER EXPECTATIONS
EVOLVING EMPLOYEE GOALS & AMBITIONS
TIGHTER GOVERNMENT LEGISLATIONS & PRESSURE
INVESTOR’S INTEREST IN SOCIAL CRITERIA
MEDIA SCRUTINY
CHANGING BUSINESS PROCUREMNET PROCESSES
“In 2005, Walmart invested $500 million in sustainability projects such as- doubling the
efficiency of its vehicle fleet, eliminating 30% of its energy used in stores and reducing solid
waste”
“ I have never known much good done by
those who profess to trade for public good”
- Adam Smith,1760
“Benefit of being social responsible is the ability to attract employees, especially younger
people who want to work for the companies they feel good about. ”
“Consumers have a higher
expectation of brands and want to know what they
are doing for the world. But it has to be authentic
with a genuine desire to do it.”
-Bob McDonald (CEO, P&G)
“Nestle faced criticism from Greenpeace activists
regarding its use of cocoa beans that degraded
tropical rain forest and threatened the existence of
orang-u-tans”
“Heinz received several awards in 2009 for its 108
paged CSR report
RECORDING SOCIAL RESPONSIBILITY:
CAUSE MARKETING COSTS AND BENEFITS:
CAUSE MARKETING CAN :
1. BUILD BRAND AWARENESS
2. ENHANCE BRAND IMAGE
3. ESTABLISH BRAND CREDIBILITY
4. EVOKE BRAND FEELINGS
5. CREATE A SENSE OF BRAND COMMUNITY
6. ELICIT BRAND ENGAGEMENT