MANAGING A HOLISTIC MARKETING ORGANIZATION

FOR THE LONG RUN

BECOMING SOCIAL

RESPONSIBLE

MARKETERS

“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)

FIRMS OF ENDEARMENT

CORPORATE SOCIAL RESPONSIBILTY

LEGAL BEHAVIOUR

ETHICAL BEHAVIOURSOCIAL

RESPONSIBLE

BEHAVIOUR

26%

OF U.S CONSUMERS HAVE A GENERAL DISTRUST ON COMPANIES

“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:

SOCIAL RESPONSIBLE BUSINESS MODELS

Corporate Philanthropy is on rise as a whole

CAUSE RELATED MARKETING

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

“Nike sold 8 million LIVESTRONG

wristbands supporting the cause of

LIVESTRONG foundation founded by Lance

Armstrong”