USE OF 7Ps OF MARKETING IN CSR AND HENCE ITS IMPACT IN BRAND

BUILDING

RAHUL AUDDYAMARKETING MAJOR 1

LEARNING PAPER PRESENTATION

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SLIDE GUIDEA. What are the 7Ps? Example of a

companyB. How that P has enhanced CSR C. CSR and norms in IndiaD. The brands and growth after CSRE. Management takeawaysF. Conclusion

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THE 7Ps of Marketing

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PRODUCT Successful companies find out what

customers need or want and then develop the right product with the right level of quality to meet their expectations, both now and in the future.

In CSR: Lifebuoy soaps; product: health bar, germ killing; help a child reach 5 initiative.

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PLACE The place where customers buy a product,

and the means of distributing product to that place, must be appropriate and convenient for the customer. Applies to both brick-and-mortar operations & in e-commerce.

In CSR: Improve India Blog in association with Amazon.in and Flipkart.com; every purchase made from above two sites, contributes to CSR.

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PRICE A product is only worth what customers are

prepared to pay for it. The price needs to be competitive, but this doesn’t mean the cheapest in your market – small businesses can compete with larger rivals by offering a more personal service or better value for money.

In CSR: P&G Shiksha program; every product of P&G is sold to the end customer, a contribution of Re. 1 is made for Shiksha, a CSR initiave.

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PROMOTION Promotion is the way a company

communicates what it does and what it can offer customers. It includes branding, advertising, PR, corporate identity, social media outreach, sales management, special offers and exhibitions.

In CSR: TATA Sons, Tejaswini Program, reaching out to rural women, in poor life styles, educating and making them self sustained employees at TATA.

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PEOPLE Everyone who comes into contact with your

customers will make an impression. Many customers cannot separate the product or service from the staff member who provides it, so your people will have a profound effect.

In CSR: Project Shakti, creating empowered Shakti Amma and Shakti man, chain marketing, involving the rural poor as part of HUL, developing lifestyle

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PHYSICAL EVIDENCE Choosing an unfamiliar product or service is

risky for the consumer, because they don’t know how good it will be until after purchase. You can reduce this uncertainty by helping potential customers ‘see’ what they are buying.

In CSR: NDTV Coca-Cola creating 1000 active healthy happy schools across the country. Watch how #SupportMySchool has helped in transforming this school in Haryana. Developing schooling by making schools- SCHOOLS

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PROCESS That means the process of delivering the product

or service, and the behaviour of those who deliver it, are crucial to customer satisfaction. A user-friendly internet experience, waiting times, the information given to customers

In CSR: JK Tyre; along with its plants in Mysore, looks after the environment with tree plantation, seed selection and checking emissions controls for the cleanliness of the environment.

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CSR NORMS IN INDIA The threshold coverage levels for CSR are low.  Companies

are subject to the CSR requirements if they have, for any financial year: 

- a net worth of at least Rs. 5 billion - a turnover of at least Rs. 10 billion - net profits of at least Rs. 50 million

Companies meeting these thresholds are required to develop a CSR policy.

An entity or business that meets these specified thresholds must spend on CSR activities no less than two percent of its average net profit for its preceding three financial years. 

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MAJOR BRANDS INTO CSR AND GROWTH

Involved in serving the community through donations and charity events.

A growing number of corporate feel CSR is not just another form of indirect expense but is important for protecting the goodwill and reputation, defending attacks and increasing business competitiveness.

Provision of improved medical and sanitation facilities, building schools and houses, and empowering the villagers and in process making them more self-reliant

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Rank Company1 Tata Steel Ltd

2 Tata Chemicals Ltd.

3 M & M Ltd4 Maruti Suzuki5 Tata Motors Ltd

Rank Company1 SAIL2 GAIL India3 NTPC

4 Indian Oil Corporation

5 ONGC

Rank Company1 Infosys2 Wipro3 Bharti Airtel Ltd4 HCL Technologies5 Tata Consltancy

PUBLIC COMPANIES PUBLIC SECTOR UNDERTAKINGS

SERVICE SECTOR COMPANIES

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TATA MOTORS RELIANCE INDUSTRIES

P & G

LARSEN & TOUBRO HINDUSTAN UNILEVER LTD.

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MANAGEMENT TAKE AWAYS CSR should not be taken as a liability for any Co. Every P of marketing has a link and attribute of

CSR, its upon how differently we see. 7Ps should be made use significantly and see

how each can boil down to develop in CSR. Hospitality, manufacturing, Education and all

industries make use of the environment, developing 7Ps, its time to give back to society.

Orgs. Involved in CSR are seen in good eyes, as they not only run for profit but develop the society at large.

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THANK YOU

YOUR QUESTIONS PLEASE