cause- related marketing

CSR AND ETHICS

Corporate Social Responsibility

• Corporate Social Responsibility• Benefits• Criticisms• Differences :CSR Vs CRM• Ethical implications • Cases

– International– National

OUTLINE

Corporate Social Responsibility• Corporate Social Responsibility (CSR) means a

company’s responsibility to society

• ensuring production of high quality products,

• least environmental impact and with the most benefits for its stakeholders.

• executed on a continuing, sustainable basis.

• Human resources

• Risk management

• Brand differentiation

• License to operate

• Increase customer retention

• Provide access to investment and funding opportunities

• Generate positive publicity and media opportunities

BENEFITS OF CSR

• to distract the public from ethical questions posed by their core operations.

• CSR programs used for

the commercial benefit.

• raising their reputation with the public or with government.

CRITICISMS

Employees

worldwide 'do badly in terms

of pay and conditions

2004 scandal

concerning its

misreporting of oil reserves,

• encompasses what companies do with their profits & also how they make them.

• It goes beyond philanthropy and compliance

• addresses how companies manage their economic, social, and environmental impacts,

• their relationships in all key spheres of influence

• partner with charitable organizations to help non-profits better achieve their goals.

• Cause-related marketing is attached to a media campaign, with money generated for the cause through the sale of products.

DIFFERENCES : CSR and CRM

• Utilitarianism

• Rights

• Global morality :all consumption decisions require moral chices to be made.

ETHICAL IMPLICATIONS

INTERNATIONAL

• Global Best of Green

successful local innovations

• Animal Welfare at McDonald's   McDonald's cares about the humane treatment of animals,

"free from cruelty, abuse and neglect".  Specific animal welfare practices vary slightly across the

McDonald's System, but practices are always driven by the latest scientific research, advice from respected animal welfare experts ( Food Animal Initiative)

MC DONALDS

• Activate Self Esteem– Sex Trafficking– Domestic Violence

• Against Animal Testing

• Support Community Trade

• Protect Our Planet

• Defend Human Rights

BODY SHOP

• Good Origin Coffeecan be traced back to the farm where it was grown.

assists farmers in protecting their workers and the environment in which they live and work and provides assurance that coffee beans are derived from 100% sustainable sources.(’07)

• Fair trade Cotton

• Organic Products

DEBENHAMS

NATIONAL CASES

• Education:Korangi School adoption programJail literacy programYoung leaders ConferenceThe citizens Foundation

• Sports:Special OlympicsBlind Cricket tournament

• Wider Community:SOS

EBM

• School Milk Program

• WAKE PAKISTAN-Osteoporosis

Tetra Pak -Pakistan

• P&G is creating awareness on health and hygiene

• Corporate Cause platform - Live, Learn and Thrive – that aims to reach 300 million children worldwide by 2012. 

• Children are being enabled to learn by providing them access to places and tools for learning.

• To help them thrive in life, P&G is providing access to programmes that build self-esteem, life and interpersonal skills

P & G Pakistan

THANKYOU