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    CSR and CRM

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    MadhurGupta
    This document discusses corporate social responsibility (CSR) and cause-related marketing (CRM). It defines CSR as a company's commitment to ethical business practices and improving communities. CRM involves partnering with non-profits for mutual benefit. Examples are provided of companies implementing CSR and CRM initiatives in India, including ITC and Procter & Gamble. Benefits to companies include enhanced reputation, increased sales and customer loyalty. The future of CSR and CRM is discussed, with a shift from charity to responsibility. Recommendations include greater public awareness and government support of CSR programs.

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    Download as PPTX, PDF, TXT or read online from Scribd

    CSR and CRM

    Uploaded by

    MadhurGupta
    373 views25 pages
    This document discusses corporate social responsibility (CSR) and cause-related marketing (CRM). It defines CSR as a company's commitment to ethical business practices and improving communities. CRM involves partnering with non-profits for mutual benefit. Examples are provided of companies implementing CSR and CRM initiatives in India, including ITC and Procter & Gamble. Benefits to companies include enhanced reputation, increased sales and customer loyalty. The future of CSR and CRM is discussed, with a shift from charity to responsibility. Recommendations include greater public awareness and government support of CSR programs.

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    This document discusses corporate social responsibility (CSR) and cause-related marketing (CRM). It defines CSR as a company's commitment to ethical business practices and improving communities. CRM involves partnering with non-profits for mutual benefit. Examples are provided of companies implementing CSR and CRM initiatives in India, including ITC and Procter & Gamble. Benefits to companies include enhanced reputation, increased sales and customer loyalty. The future of CSR and CRM is discussed, with a shift from charity to responsibility. Recommendations include greater public awareness and government support of CSR programs.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    373 views25 pages

    CSR and CRM

    Uploaded by

    MadhurGupta
    This document discusses corporate social responsibility (CSR) and cause-related marketing (CRM). It defines CSR as a company's commitment to ethical business practices and improving communities. CRM involves partnering with non-profits for mutual benefit. Examples are provided of companies implementing CSR and CRM initiatives in India, including ITC and Procter & Gamble. Benefits to companies include enhanced reputation, increased sales and customer loyalty. The future of CSR and CRM is discussed, with a shift from charity to responsibility. Recommendations include greater public awareness and government support of CSR programs.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 25

    Submitted by: Diva Samnotra Madhur Gupta Nikhil Gupta Sahil Sharma Sakshi Gupta

    (12 MBA2012) (26 MBA2012) (32 MBA2012) (44 MBA2012) (45 MBA2012)

    INTODUCTION
    Corporate Social Responsibility is the continuing commitment by business to behave ethically and contribute to economic development while improving the quality of life of the workforce and their families as well as of the local community and society at large
    - Lord Holme and Richard Watts

    CORPORATE SOCIAL RESPONSIBILITY


    Redefining business as ethical business.
    Not mere charity.

    Has different meanings for different people.


    the brand image , the reputation & profitability. The concept of CSR is not new.

    WHAT IS CAUSE RELATED MARKETING?


    Do well by doing good

    Any marketing with a cause.

    Traditional View?
    Begin in 1983. CRM and media campaigns.

    CSR & CRM RELATIONSHIP


    CSR CRM
    CSR means to go beyond the CRM is when companies

    legal requirements and try to partner with charitable organizations to help nonconnect business with society profits better achieve their as well as environment. goals.

    CRM & CSR are often used interchangeably and sometimes CRM is taken to be the subset of CSR.

    What comes in your mind when you think of following?


    BP Chevron Exxon Mobil
    All are top 10 Fortune 500 companies All these companies neglected their responsibilties towards community.

    SITUATION IN INDIA
    Earlier in India not much companies were interested

    in the concept of CSR & CRM.

    Companies Bill 2009 and 2011 mandates companies

    falling in a certain category allocate at least 2% of profits to CSR initiatives.

    INDIAN COMPANIES UNDERTAKING CORPORATE SOCIAL INITIATIVES

    ITC INITIATIVES
    ITC the first and only one of seven Indian companies to

    adopt the Global Reporting Initiative's (GRI)


    triple-bottom-line reporting on a voluntary basis.
    ITC economic and social objectives are not different.
    Initiatives to manage natural resources.

    Initiative to generate sustainable livelihoods

    Initiative to generate sustainable livelihoods

    CAUSE RELATED MARKETING

    PROCTER & GAMBLE


    Worlds best cause marketer. P&G has been consistently taking up several cause

    related marketing initiatives in every country they operate in. SHIKSHA is an integral part of P&G's global philanthropy program. Padhega India, Badhega India

    TESCO COMPUTERS FOR SCHOOLS


    Most successful cause-related marketing

    programme in the UK from both the business and the cause point of view. EVERY LITTLE HELPS

    IMPLICATIONS
    Regardless of the type of corporate social

    responsibility (CSR) is appropriate to use, corporate social responsibility can be used to benefit an organization.
    Corporate social responsibility proves to be an

    important tool to communicate an organisations good images to the public.

    Helps a firm immensely in having an edge over other

    competitors.
    Ethical consumerism has lead the consumers to be

    biased towards an org. with some CSR.

    The effects of CSR and cause-related marketing on the company:


    Enhanced public perception of the brand of the

    organization. Rise in sales. Positive media coverage. Creation of a unique selling proposition over the competitors. Strong incentives for customers to switch to the brand. Increased long-term customer loyalty. Improved relationship with retailers and supply chain. Improved employee loyalty and morale.

    Marketing Implications because of Cause related marketing:


    Marketers can use cause related marketing with generally two benefits
    Better social responsibility Better commercial advantages

    THE FUTURE OF CORPORATE SOCIAL RESPONSIBILITY


    Stringent Govt. policies
    Increased expectations from the society Increased competition in the market

    Growth and advancement


    Demographic Increase in consumption Health related issues Technological advancement

    THE FUTURE OF CAUSE RELATED MARKETING


    A shift from CSR to CRM CSR: shoe company

    CRM: classmate
    Merger of marketing and social responsibility Increases sales

    Creates goodwill
    Creation of a win-win situation

    TRENDS IN CSR- a shift from charity to responsibility


    Collaboration with NPOs Community development Environment management

    SUGGESTIONS & RECOMMENDATIONS


    Need for the awareness among the general

    public Removing communication gap between corporations and general public Small and medium enterprises should be brought under CSR domain Role of government in rewarding the good work in CSR activities by the corporate houses

    Taking the CSR program to the rural areas. Making CSR as compulsory discipline in the

    business schools. Pooling the CSR activities by different corporations towards the growth of the nation. Creation of an independent auditing agency for mainstreaming and institutionalizing CSR in the main business framework of the companies.

    THANK YOU

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