There will always be strong arguments for both sides of a situation but the

There will always be strong arguments for both sides

This preview shows page 6 - 8 out of 8 pages.

There will always be strong arguments for both sides of a situation, but the opinions of the individuals who hold the power to push forth the decision will prevail. It seems, though, that the executives at Dannon that were interviewed almost all agree that the company will eventually need to advertise their CSR efforts. It is not just Neuwirth’s decision whether or not to communicate the CSR efforts to consumers, even as senior director of public relations. Neuwirth has the final say when it comes to deciding whether or not to propose the marketing idea, but it is not his decision to implement it. Many other factors, such as budget, need to be considered if this new CSR strategy is introduced, and that comes from Danone in Paris, not Neuwirth (Marquis et al., 2011). One could say, though, that if the implementation of this strategy backfired, the blame could be put on Neuwirth for being the one to propose it and convince Danone and their stakeholders to partake in it. There is a pressing need for Dannon to advertise its CSR efforts as society is becoming more attune with CSR and considering it in everyday decisions. Communicating their CSR would demonstrate consistency in its marketing message and could increase consumer confidence in Dannon. This will also help the company with marketing efforts in general. If the company decides to promote their brand, it can be done through corporate and brand level advertising campaigns. Dannon can easily promote consumer health through their product line as well as the community progress through their initiatives. Marc Jove is aware that the major challenge for marketing is ultimately getting the consumers to want the yogurt (Marquis et al., 2011). Good marketing requires trade-offs and finding the best message to get the attention of consumers towards the product. Even if potential consumers are impressed by Dannon’s CSR efforts, if they are not educated on the benefits of yogurt, they still may not buy it solely based on their CSR. Dannon needs to market how they are furthering this education initiative with their CSR strategies to truly send the entire picture to consumers. Many studies have shown how the benefits of a well-publicized CSR strategy translates into financial and nonfinancial benefits for a company. Notably, consumers are more likely to purchase a product from a company that provides social good. Studies have shown CSR to be a boon to brand reputation and affinity. When companies support social and environmental issues, consumer motivation, loyalty and purchase behavior overwhelmingly increase. We would work with Dannon executive leaders to implement a public CSR campaign utilizing findings from two Cone studies.
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A CSR study in 2015 by Cone showed that when companies support social and environmental issues, 93% of consumers have a more positive image of that company. Likewise, 90% are more likely to trust that company and 88% will be more loyal and continue to buy that company’s products. Interestingly, 80% of consumers consider CSR when deciding what to buy
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  • Summer '17
  • Advertising, Test, Corporate social responsibility, Groupe Danone, Dannon

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