White dogcafe Case analysis

Group E2Abhishek Roy (13104)

Ashwin Shetty (13115)

Debjani Mohapatra (13118)

Karthek Iyer (13128)

Sujit Mathew (13155)

• About White Dog Café

• Judy Wicks - Leadership

• Social Marketing In White Dog Café

• Benefits of Social Marketing for White

Dog

• Challenges

• Solution

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

• 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

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

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

SUSTAINABILITY

Performance Marketing

Brand & Customer Equity

Ethics

Community

Environment

Legal

Relationship Marketing

Maintaining good relations with Suppliers, Business Partners and Customers

Internal Marketing

Enhance

Company

Image

Eliciting Brand

Engagement

Sense of

Brand

Community

Evoking Brand

Feeling

Brand

Awareness

Strong

Consumer

Bond

Increases

Market

Value

Drives

Sales

To sustain the growth of the restaurant with incorporating its social commitments

To find the right successor for the company

RECOMMENDATIONS

1• Form White Dog Governing Trust

2

• Collaborating with external organizations

3• Promoting an employee

http://judywicks.com/about/

http://www.whitedog.com/wayne-news.html

References