The program also supported parents by giving them access to supplemental

The program also supported parents by giving them

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based lesson plans. The program also supported parents by giving them access to supplemental resources to reinforce the learnings from school to home (Marquis et al., 2011). Dannon also focused efforts in communities by developing low-cost products which provided schools with affordable, nutrient-rich food items, as well as donating excess product to domestic hunger relief programs such as Feeding America. By donating and “keeping its advertising in line with these ideals,” Dannon demonstrates that they are fully committed to advocating and supporting the advancement of nutrition and health, not just by cultivating young and innovative minds, but also by investing in helping all ages to make healthy decisions and live healthy lifestyles (Marquis et al., 2011). In regards to the two other core areas: people and nature, the organization stayed consistent with the philosophy of its parent company of engaging with the social environment. Support was given to community organizations through donations and volunteer time, and initiatives such as “Children’s Day” were created to further support local charities and help children in need. Furthermore, Dannon’s Green Obsession Team helped promote and identify opportunities to help reduce the organization’s ecological footprint which was then incorporated into all of Dannon’s business strategies. According to the case study, Dannon had been able to improve nine areas of business which include packaging, manufacturing, plant energy, water use, employee education, life cycle waste, supply chain, external communication, office workplace, raw materials, and retailer/consumer engagement (Marquis et al., 2011). These examples continue to demonstrate that Dannon’s CSR strategy cannot only be seen through its activities and initiatives but also through its internal culture. 3
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While Dannon encompasses a strong record of CSR, it is not as communicated as competitors such as Yoplait. Yoplait’s CSR programs are more prominent and include more consumer and non-government organization (NGO) engagement. The “Save Lids to Save Lives” campaign donates funds to the Susan G. Komen Foundation, a prominent and well known corporation which funds cancer research and supports survivors (Marquis et al., 2011). General Mills, Yoplait’s parent company, expanded “Save Lids to Save Lives” to other cancer foundations as well as other products outside of the Yoplait brand. The company donates money for each lid registered on the campaign’s website consumers (“ General Mills announces Save Lids to Save Lives® campaign expansion to help make a difference in the fight against breast cancer,” 2012). According to Komen.org Yoplait has contributed millions of dollars since (Sheehan, 2014). Although it can be seen that Dannon has more initiatives and diversity in their CSR strategies, Yoplait’s collaboration with a well-known NGO created a well-known CSR program which has proven to be prosperous. Thus, as consumers consume Yoplait yogurts, non- profits such as Susan G. Komen will receive donations, and consumers resonate with that. Since
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  • Summer '17
  • Test, Corporate social responsibility, Dannon

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