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 strong evidence, I believe that the executives interviewed by Neuwirth would gladly come on board with an open CSR communication to the public without hesitation. Undoubtedly, such a public relation campaign emphasizing its commitments to the environment and public health will increase loyalty and emotional connection with its consumers. This, of course, should translate to more 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
POSTED THIS BELOW: The senior marketing director, Arosio, fears that changes in resources allocated to the brand and CSR activities set by Danone in Paris will add tension as budget drives prioritization of investments in social and corporate interests. He worries about the impact of an open CSR communication on the overall return on investment. Although it may increase consumer confidence, he fears that it may not acutely transfer to sudden increase in the consumption of Dannon products. Activia Brand Manager, Pollock, seeks an all-out global open CSR communication of Dannon and its parent company Danone because it can only help Dannon. Danone Institute gives Dannon credibility by making it appear as the authority on nutrition and helps Activia and DanActive. Like Arosio, he too is concerned about return on investment and taking away budget allocated for branding. He also fears possible greenwashing allegations by critics by not doing more than they could. Senior VP of Marketing, Jove does not approve of an open CSR communication as it does not necessarily translate to the public buying more yogurt. An open CSR campaign should be done later when the U.S. market for yogurt matures and that such campaigns may be used then to differentiate itself from rivals. He confesses that the firms’ CSR was the reason why he had been with the company for 13 years.
- Summer '17
- Corporate social responsibility, yoghurt, Groupe Danone, Dannon, Isaac Carasso, Franck Riboud