Marketing Corporate Social Responsibility

Transcription

1 Marketing Corporate Social Responsibility Group Members Filip Hechtermans Steve De Craene Sanjay Uchil Avriel Rabenou Jurgen De Backer Glenn Van Langenhove Presenter: Ilker Temir

2 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

3 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:

4 Shareholder Value 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 Reference: SRIAssetsShowFasterGrowthThanOtherInvestmentsRepor/

5 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 ( Green_marketing_the_competitive_advantage_of_sustainability.pdf)

6 Credibility is the Key

7 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 ( documents/pdf/kellie_mcelhaney_-_csr_and_gender.pdf)

8 Labeling

9 Potential Dangers - Overkill and dishonesty - Financial Stress (due to politics?) Reference:

10 A Case Study: Look Behind the Label Reference:

11 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: -

12 References "The 22 Immutable Laws of Marketing" by Al Ries and Jack Trout SRIAssetsShowFasterGrowthThanOtherInvestmentsRepor/ Green_marketing_the_competitive_advantage_of_sustainability.pdf _CSR_and_Gender.pdf

13 Questions