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MARK-O-SHAREPRESENTS
CSR MARKETING
Edition #1
What Is CSR MarketingCSR Marketing is the extension of a philanthropic relationship between a commercial entity and a nonprofit to
include a sales, marketing and/or promotional relationship.
“Cause Marketing is a sales-building tactic that links the purchase of a product (or use of a service) to a donation to a nonprofit” – IEG( Institute of Economic Growth)
Bronn & Vrioni (2001)
“ having a pro social agenda means having a powerful marketing tool that can build brand image and
brand equity sector”
GOOD
Reliance have been involved in welfare activities over the years consistently
They have been making donations to various charities and have constructed library and school for the destitute children.
Reliance Foundation is one of their major initiatives
Benefits:
• Better brand image• Happy stakeholders• Profit returns
Coca Cola announced itself winner of 2008 golden Peacock Global Award for CSR
Award was sponsored by Coca Cola
After the award they announced $10 Mn CSR fund in India for water crisis
It was a cruel joke on the people who were suffering from water crisis due to Coca Cola
Impact: • Serious questions were raised about their
activities• Strong criticism from across the globe
BAD
Read more at http://goo.gl/
95qcQ3
ITC’s tobacco division doing CSR activities has been questioned many times on ethical grounds
E-choupal was one the most successful initiatives taken by them for rural India
They have also worked for the empowerment of women and children
Many youngsters take to smoking every year, subsequently many die from disease caused by tobacco.
Let’s not forget that the CSR money is earned from the sales of such tobacco products. Ironical, eh?
UGLY
BE THE CMO!
A reputed Indian IT company has its credibility at stake. The sting operation exposing an internal corruption scam seriously damaged the reputation of the company. Known for its clean and trusted image, the company now seeks to regain its original brand trust by investing in CSR marketing. Suggest a plan for them to recover.
Mail your responses to [email protected] by 8th of July. Winner would be declared in the next edition
