that 68% are willing to share their positive experience through their social network over traditional companies. Dannon’s CSR benefits, which has retained and attracted so many talented employees, also creates deeper bonds and strong emotional connections to their customers. Through this process, Dannon can therefore expand its consumer base by allowing it to attract more consumers from rivals and build brand advocates to amplify the brand message through increase in their net promoter score. An open CSR communication campaign by Neuwirth, if planned properly, should provide the benefit they seek to propel Dannon from its rivals and connect with its customers on an emotional level. Finally Dannon’s CSR campaign regarding child nutrition is a winning situation for the company. Dannon is in a unique position in that it has developed deep ties and open access within the US public school system. Dannon’s NutriDay school program is consumed by thousands of school children daily. Its nutritional educational campaign, Celebrate Healthy Eating in collaboration with the Danone Institute, prints thousands of brochures embedded with Dannon’s logo destined for school children and their parents to read. Their educational website is layered with Dannon’s logo as well as it educates the public about basic nutritional habits. Its very own Danone Institute carries the company name reminding everyone it was Dannon and Danone that made it all possible. All told, such programs are placed in the hands of teachers and parents, and encourages them to learn more, eat more, and participate. Once parents and communities are sensitized to support their children and schools through Dannon’s program, it will have introduced a product and lifestyle habits that were unknown to them before. Thus, Dannon’s CSR program actually encourages and lays the seed for future generations to want and like yogurt, specifically Dannon yogurt. Binney was correct when she states Dannon was already doing an open CSR communication, it just wasn’t bragging about it out loud. Based on these compelling studies, I believe that the executives interviewed by Neuwirth would gladly come on board with an open CSR communication without hesitation. Undoubtedly, such a public relation campaign emphasizing its commitments to the environment and public health should increase consumer loyalty and emotional connection. This should translate to bigger profit for the firm. CONE. (2015). Cone Communications Ebquity Global CSR Study. Porter Novelli Company. CONE. Retrieved from - study-pdf CONE. (2018). Purpose Study. Cone Porter Novelli. Retrieved from 1550241426931/021319_PurposeStudy_Single.pdf
REVISED SHORTENED 6. How would you work with the Executive Leaders of Dannon to implement the CSR program? Cesar 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 an item if the company that manufactures the item is providing social goods. Studies have shown CSR to be a boon to brand reputation and affinity. When companies support social or
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- Summer '17
- Corporate social responsibility, yoghurt, Groupe Danone, Dannon, Isaac Carasso, Franck Riboud