communicating to consumers about it CSR initiatives and if so what benefits and

Communicating to consumers about it csr initiatives

This preview shows page 12 - 14 out of 37 pages.

communicating to consumers about it CSR initiatives, and if so, what benefits and risks would Dannon face?" (Marquis et al., 2010, p.2). Despite the potential complications, it is clear that Dannon must begin communicating CSR to stakeholders As the case study notes, the next step in developing Dannon’s marketing efforts would be to create a consumer communication strategy which raises awareness of our initiatives among consumers. This would foster consistency in our messaging, thus resulting in increased consumer confidence (Marquis et al., 2010). Thus, the proposed campaign will form a collaborative network with classrooms as well as adhere to Dannon’s three pillars of interest. The Philosophy of Goodness Bhattacharya (2011) affirms people connect to a company’s CR initiatives when they gain a meaningful understanding of it; they have to find the CR initiatives personally useful, and by virtue of this achieve a sense of unity with the company. As previously established, Dannon has not leveraged the goodwill it could gain from communicating its CSR efforts to the public. What Dannon would communicate to the public will arguably make a significant impression on their stakeholders, establishing the importance of the campaign’s communication. A communication strategy requires identifying the organization's desired position in
Image of page 12
DANNON 13 terms of how it wants to be seen perceived by its different stakeholder groups (Cornelissen, 2013). For Dannon, the importance of communicating their genuine belief in ‘doing well by doing good’ i s the ideal message that needs to reach its stakeholder. Their wholesome nutritious products and their CSR commitments are proof of goodness, and hence the inspiration for the communication campaign would be “ Goodness In and Goodness of Dannon ”. The ‘Goodness In’ would address the brand level communication reiterating the healthiness, wholesomeness and the nourishment their Greek Yogurt can provide; and ‘Goodness of’ would address the CSR commitments showcasing Dannon Institute, people and nature. Cicero ’s 3rd Canon of Style asserts the importance of matching the dialogue style to the receiving audience. The campaign's simple messaging of ‘goodness in and goodness of’ is accessible to all, has an emotive tone that will resonate in the hearts of the people. The stickiness factor (Gladwell, 2000), i.e.: the staying power and the recall value an idea or product can deliver are just as important as the emotive tones. The simplicity of message in ‘goodness in and goodness of’ would certainly facilitate ‘top of the mind’ recall; this would create long -term brand value which in fact is the goal of a well-thought corporate campaign. Positioning Dannon's Greek yogurt brand, Oikos, at the forefront of the campaign would be a natural fit. The Greek word Oikos means “home,” a word that is associated with roots, values and nourishment, therefore fitting well into the messaging of ‘goodness in and goodness of’. The copy of the campaign would extend the idea of ‘home and values’ to ‘corporate values’
Image of page 13
Image of page 14

You've reached the end of your free preview.

Want to read all 37 pages?

  • Summer '17
  • Corporate social responsibility, yoghurt, The Tipping Point, Groupe Danone, Dannon, Dannon Institute

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern

Stuck? We have tutors online 24/7 who can help you get unstuck.
A+ icon
Ask Expert Tutors You can ask You can ask You can ask (will expire )
Answers in as fast as 15 minutes