Submitted by: Diva Samnotra Madhur Gupta Nikhil Gupta Sahil Sharma Sakshi Gupta

(12 MBA2012) (26 MBA2012) (32 MBA2012) (44 MBA2012) (45 MBA2012)

INTODUCTION
Corporate Social Responsibility is the continuing commitment by business to behave ethically and contribute to economic development while improving the quality of life of the workforce and their families as well as of the local community and society at large
- Lord Holme and Richard Watts

CORPORATE SOCIAL RESPONSIBILITY

Redefining business as ethical business.
Not mere charity.

Has different meanings for different people.

the brand image , the reputation & profitability. The concept of CSR is not new.

WHAT IS CAUSE RELATED MARKETING?

Do well by doing good

Any marketing with a cause.

Traditional View?
Begin in 1983. CRM and media campaigns.

CSR & CRM RELATIONSHIP

CSR CRM
CSR means to go beyond the CRM is when companies

legal requirements and try to partner with charitable organizations to help nonconnect business with society profits better achieve their as well as environment. goals.

CRM & CSR are often used interchangeably and sometimes CRM is taken to be the subset of CSR.

What comes in your mind when you think of following?

BP Chevron Exxon Mobil
All are top 10 Fortune 500 companies All these companies neglected their responsibilties towards community.

SITUATION IN INDIA
Earlier in India not much companies were interested

in the concept of CSR & CRM.

Companies Bill 2009 and 2011 mandates companies

falling in a certain category allocate at least 2% of profits to CSR initiatives.

INDIAN COMPANIES UNDERTAKING CORPORATE SOCIAL INITIATIVES

ITC INITIATIVES
ITC the first and only one of seven Indian companies to

adopt the Global Reporting Initiative's (GRI)

triple-bottom-line reporting on a voluntary basis.
ITC economic and social objectives are not different.
Initiatives to manage natural resources.

Initiative to generate sustainable livelihoods

Initiative to generate sustainable livelihoods

CAUSE RELATED MARKETING

PROCTER & GAMBLE

Worlds best cause marketer. P&G has been consistently taking up several cause

related marketing initiatives in every country they operate in. SHIKSHA is an integral part of P&G's global philanthropy program. Padhega India, Badhega India

TESCO COMPUTERS FOR SCHOOLS

Most successful cause-related marketing

programme in the UK from both the business and the cause point of view. EVERY LITTLE HELPS

IMPLICATIONS
Regardless of the type of corporate social

responsibility (CSR) is appropriate to use, corporate social responsibility can be used to benefit an organization.
Corporate social responsibility proves to be an

important tool to communicate an organisations good images to the public.

 Helps a firm immensely in having an edge over other

competitors.
Ethical consumerism has lead the consumers to be

biased towards an org. with some CSR.

The effects of CSR and cause-related marketing on the company:

Enhanced public perception of the brand of the

organization. Rise in sales. Positive media coverage. Creation of a unique selling proposition over the competitors. Strong incentives for customers to switch to the brand. Increased long-term customer loyalty. Improved relationship with retailers and supply chain. Improved employee loyalty and morale.

Marketing Implications because of Cause related marketing:

Marketers can use cause related marketing with generally two benefits
Better social responsibility Better commercial advantages

THE FUTURE OF CORPORATE SOCIAL RESPONSIBILITY

Stringent Govt. policies
Increased expectations from the society Increased competition in the market

Growth and advancement

Demographic Increase in consumption Health related issues Technological advancement

THE FUTURE OF CAUSE RELATED MARKETING

A shift from CSR to CRM CSR: shoe company

CRM: classmate
Merger of marketing and social responsibility Increases sales

Creates goodwill
Creation of a win-win situation

TRENDS IN CSR- a shift from charity to responsibility

Collaboration with NPOs Community development Environment management

SUGGESTIONS & RECOMMENDATIONS

Need for the awareness among the general

public Removing communication gap between corporations and general public Small and medium enterprises should be brought under CSR domain Role of government in rewarding the good work in CSR activities by the corporate houses

 Taking the CSR program to the rural areas. Making CSR as compulsory discipline in the

business schools. Pooling the CSR activities by different corporations towards the growth of the nation. Creation of an independent auditing agency for mainstreaming and institutionalizing CSR in the main business framework of the companies.

THANK YOU