Marketing Corporate Social Responsibility

Group Members Filip Hechtermans Steve De Craene

Sanjay Uchil Avriel Rabenou

Jurgen De Backer Glenn Van Langenhove

Presenter: Ilker Temir

What Marketing is and is Not

Marketing is "a game of mental warfare”, “a battle of perceptions”, “not a battle of products or services"

Reference: "The 22 Immutable Laws of Marketing" by Al Ries and Jack Trout

Internal Stakeholders

Internal stakeholders

•  Sustainability of business •  NOT only code of ethics •  ‘Doing the right thing’ •  Norms and values are “embedded” in most people •  Increased employee satisfaction and retention

Reference: http://www.housepricecrash.co.uk/newsblog/2007/03/index.php

Shareholder Value

Reference: http://www.fpajournal.org/BetweentheIssues/LastMonth/Articles/SRIAssetsShowFasterGrowthThanOtherInvestmentsRepor/

“Socially responsible investment (SRI) assets grew faster than the entire universe of managed assets in the United States during the last ten years”

“Total SRI assets rose more than 258 percent from $639 billion in 1995 to $2.29 trillion in 2005”

4 Ps of Marketing in CSR

Product •  Address environmental needs •  Have less environmental impact than competitors

Price •  Environmental benefits play a role but mostly a “bonus”

Place •  Visually emphasize environment friendliness

Promotion •  Support of environmental organizations •  Promote and publicize green initiatives

Reference: “Green Marketing, Competitive Advantage of Sustainability” (http://www.epa.qld.gov.au/publications/p01860aa.pdf/Green_marketing_the_competitive_advantage_of_sustainability.pdf)

Credibility is the Key

Know Your Target Audience

Women are likely to be more CSR sensitive than men •  Try targeting products towards women

“Green” products should be as effective as “non-green” •  Communicate quality, performance in addition to sustainable aspects

Emphasize the personal benefits •  Use terms like “safe”, “energy efficient” instead of pure “green” terms

Well educated audiences are more analytical and have more questioning mindsets •  Use labels in compliance •  Provide credible endorsements, facts

Reference: “CSR And Gender” Prof. Kellie McElhaney (http://www.london.edu/assets/documents/PDF/Kellie_McElhaney_-_CSR_and_Gender.pdf)

Labeling

Potential Dangers

- Overkill and dishonesty

- Financial Stress (due to politics?)

Reference: http://www.sunbeam4kids.com/portfolio/social%20marketing/pages/csr.htm

A Case Study: “Look Behind the Label”

Reference: http://www.marksandspencer.com/gp/node/n/43452031

Results

“Shoppers look behind the label to vote M&S the greenest”

“The findings demonstrate the success of the high-profile launch of M&S’s Look Behind the Label advertising campaign and Plan A, under which it committed to a string of social and environmental targets.”

“However, the poll found that such [environmental] concerns ranked below value for money, convenience and the availability of healthy food ranges when consumers were choosing where to shop. “

- The Times Online

“MARKS & Spencer's ethical campaign 'Look behind the label' has been the most successful it has ever run, according to a City brokerage firm.”

- Liverpool Daily Post Reference: http://www.timesonline.co.uk/tol/money/consumer_affairs/article1577339.ece - http://www.liverpooldailypost.co.uk/business/business-local/2006/08/23/look-behind-the-label-pays-off-for-m-s-64375-17608669/

References

•  "The 22 Immutable Laws of Marketing" by Al Ries and Jack Trout

•  http://www.housepricecrash.co.uk/newsblog/2007/03/index.php

•  http://www.fpajournal.org/BetweentheIssues/LastMonth/Articles/SRIAssetsShowFasterGrowthThanOtherInvestmentsRepor/

•  http://www.epa.qld.gov.au/publications/p01860aa.pdf/Green_marketing_the_competitive_advantage_of_sustainability.pdf

•  http://www.london.edu/assets/documents/PDF/Kellie_McElhaney_-_CSR_and_Gender.pdf

•  http://www.sunbeam4kids.com/portfolio/social%20marketing/pages/csr.htm

•  http://www.marksandspencer.com/gp/node/n/43452031

•  http://www.timesonline.co.uk/tol/money/consumer_affairs/article1577339.ece

•  http://www.liverpooldailypost.co.uk/business/business-local/2006/08/23/look-behind-the-label-pays-off-for-m-s-64375-17608669/

Questions