white dogcafe case analysis
TRANSCRIPT
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Group E2Abhishek Roy (13104)
Ashwin Shetty (13115)
Debjani Mohapatra (13118)
Karthek Iyer (13128)
Sujit Mathew (13155)
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• About White Dog Café
• Judy Wicks - Leadership
• Social Marketing In White Dog Café
• Benefits of Social Marketing for White
Dog
• Challenges
• Solution
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Started in 1983 as a take-out coffee and
muffin shop in Philadelphia
Four star rated restaurant
Serves approx 138000 customers per
year with 110 employees
In 2006, made a sale of $387480 with a
net profit of $60560
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• Social Entrepreneur, speaker, author and mentor
• In 2001, she founded the Sustainable Business Network of Greater
Philadelphia
• Co-founded the international Business
Alliance for Local Living Economies,
BALLE
• Recipient of International Association
of Culinary Professionals Humanitarian
Award
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People Planet Profits•Sunshine Fund
•$20,000 grant for
suppliers
•Mentoring
•Lunch with senior
•100% Electricity
generation by
renewable resources
•Organic farms
•Humanely treatment
of animal
•Recycle
•14.82% s-15.62%
(Industry median
3.2%)
•Stagnant Profits
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COGNITIVE CAMPAIGNS
Educational programs for customers
Mentoring Programs
ACTION CAMPAIGNS
20 % profit donation to Charity
Encouraged staffs to donate to charitable organizations
Humanely treatment of animals
Used renewable energy resources like wind and solar power
BEHAVIORAL CAMPAIGNS
Clean and smoke free atmosphere
Motivate Employees to work - Green Team
Table for 6 Billion Please
VALUE CAMPAIGNS
Encouraged HIV/AIDS campaigns.
Raised awareness of realities of war, organized trips to anti-war protests.
Operation of sister restaurant programs
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SUSTAINABILITY
Performance Marketing
Brand & Customer Equity
Ethics
Community
Environment
Legal
Relationship Marketing
Maintaining good relations with Suppliers, Business Partners and Customers
Internal Marketing
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Enhance
Company
Image
Eliciting Brand
Engagement
Sense of
Brand
Community
Evoking Brand
Feeling
Brand
Awareness
Strong
Consumer
Bond
Increases
Market
Value
Drives
Sales
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To sustain the growth of the restaurant with incorporating its social commitments
To find the right successor for the company
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RECOMMENDATIONS
1• Form White Dog Governing Trust
2
• Collaborating with external organizations
3• Promoting an employee
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http://judywicks.com/about/
http://www.whitedog.com/wayne-news.html
References