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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