OUTLINE OF RESEARCH ARTICLE

SUBMITTED TO:
SIR NADIR MAGSI
SUBMITTED BY:
IRTIQA KHAN
ROLL NO: 121015

Outline
Consumeroriented CSR communication: focusing on ability or morality?
The article suggests the following points

Consumers are interested in and expect more explicit CSR communication

than currently assumed by corporations and academics alike.

Companies should clearly and explicitly illustrate why particular CSR efforts
are of importance to consumers. Consider that perceptions of CSR
initiatives are not based on morality and society-centered values but more

on personal and self-centered values.

Respondents seem to favor CSR communication that uses facts rather than
impressions. In the survey, 42 percent of respondents liked or really liked
the vague statement; we are constantly working actively on reducing our
CO2 emissions. Compare that 72.5 percent who liked or really liked the
factual and more committing statement,

We have reduced our CO2

emissions by 15 percent 10 years from now it will be reduced by 50

percent
This paper provides empirical evidence that corporations communicating CSR
should have a much more externally oriented and explicit approach focusing on
competence and self-centered values instead of on morality and society-centered
values. This will allow them to create a healthy balance between what they can
offer and what consumers demand.

Building corporate social responsibility into strategy

Definition of CSR
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.

Different types of CSR

Economic responsibility.
Legal responsibility.
Ethical responsibility.
Philanthropic responsibility.

Building Principles for CSR

CSR is about corporate citizenship

Its about giving back to the society
Its about business sustainability
It is about surviving in a competitive business environment

Five dimension of CSR

Firm mission
Strategic issues
Markets
Customer needs
Resources
Competitive advantage

Business firms are the economic engine of society and the making of profits is a
social responsibility However, in the current climate, issues ofa social nature are
bearing on firms to the point that CSR appears to be the new battleground for
competitive success If this is true, then firms not only need be concerned about
how to best meet the interests of their shareholders, but also the interests of
society at large. In this sense, strategy takes on significant meaning not 24 only
with respect to fulfilling social responsibilities and the development of firms, but
also with respect to the development and sustainability of society or nations Firms
who better understand their social responsibilities and who begin to more
adequately explore how they can build CSR into strategy are likely to reap the
rewards of improved competitive positions in the future, to the benefit of their

shareholders, but also to the benefit of society at large. In order to more

strategically address CSR, this paper made an argument that firms need to
consider six strategy dimensions:
1) firm mission
2) strategic issues
3) markets;
4) customer needs
5) resources
6) competitive advantage.

Cause Related MarketingA Qualitative Exploration of TATA Brand

Definition of Cause Related Marketing
Cause marketing or cause-related marketing refers to a type of marketing involving
the cooperative efforts of a "for profit" business and a non-profit organization for
mutual benefit. It aims to link product or services of a company to a social cause.

INDIAN SCENARIO
Indian consumers find cause-related marketing campaigns more novel and attribute
higher levels of altruistic motives for companies engaging in this tactic . Indian
consumers are also more positive when campaigns are undertaken by an Indian
company versus a multinational corporation.
CAMPAIGNS IN INDIA
Tata Brand CRM Campaigns
Jaago Re Campaign

One of Indias largest tea brands started Jaago Re. The Jaago Re One Billion
Votes campaign, which was well-timed (in terms of launch) with the Indian
elections, spread the message of the need to vote among citizens.By Jaago Re!
Campaign it engaging itself with societal issues, it tries to raisepublic awareness
and consciousness about different causes like corruption, publicvoting etc. It is
estimated that over 6.5 lakh Indians used the platform to register as voters.
Tata salt: Deshkanamak
Tata is a popular brand and it diversified its brand into different sectors apart
from the steel. Tata salt is a product of Tata brand salt, it is Indias first branded
salt.The market for packaged iodized salt in India is estimated to be Worth Rs.
21.7 billion, with Tata Salt commanding a sales share of Rs 3.74 billion or 17.3% of
the market. This environment gave birth to one of the super brands in the Indian
Market. TATA SALT campaign as in it directly emphasize that TATA NAMAKDESH KO ARPAN, DESH KA NAMAK with the effective cause of diagnosed
problem, as 10 paisa for every kg of TATA salt, spent for the undernourished child,
child education program in partnership of CRY (child Relief You).By these
campaigns TATA boost its sales, spread awareness about social cause and building
brand image.
From the CRM campaign TATA Company is realizing that they are doing something
good for society welfare and making people aware of their activities. Every
organization is doing something responsible in the society, different organizations
have different tactics to attract their prospective customer in order to generate
revenue and capture the market. There are so many factors which affect the CRM,
some of them are customer loyalty, purchase intention, demographic factors etc.
Thus cause related marketing have a great value for any giant company or
organizations to design a strategy for effective marketing tool to build a strong
brand image and enhancing their customer loyalty.

Healthy eating and the UKs major food retailers: a case study in corporate
social responsibility
The case study begins with a discussion of healthy eating and examines the ways
in which the UKs top ten food. Retailers are addressing healthy eating both as
part of their corporate social responsibility (CSR) agendas and how these agendas
are promoted within their stores
The findings reveal that there are considerable variations in the extent to which
healthy eating is addressed in the CSR information posted on the World Wide Web
by the top ten food retailers and how healthy eating is promoted within stores.
The paper concludes that the leading food retailers could do more to address
healthy eating agendas within stores.
The current case is a preliminary exploration of the ways in which the leading UK
food retailers are addressing healthy eating issues as part of their CSR agendas
and while it raises a number of interesting issues, more work will be needed before
any definitive conclusions can be drawn.
Fast foods and ethical consumer value: a focus on McDonalds and KFC
With the long history and high profit, Kentucky Fried Chicken (KFC) and
McDonalds are the two biggest fast food companies in UK. KFC Corporation, based
in Louisville, Kentucky, is the worlds most popular chicken restaurant chain. Every
day, nearly eight million customers are served around the world. KFCs menu
includes original recipe chicken which was made more than a half-century ago.
Most respondents (82 per cent) regularly purchased fast food from one of the
companies; purchases were mostly impulsive (57 per cent) or routine (26 per cent),
suggesting relatively low-level involvement in each case. While there was scepticism
regarding the CSR activity being promoted, expectations about socially responsible
behavior by the companies were nevertheless high. Four factors were isolated,
together explaining 52 per cent of the variance in fast-food purchasing behavior.
They were brand value, nutritional value, ethical value and food quality.
There are important implications for global fast-food companies in terms of
protecting and developing their brand value; they need to respond to the wider

food-related debates in society, in particular, those concerning healthy eating and

food ethics. They also need to ensure that their business practices are fully
consistent with the values expressed in their CSR initiatives.
Corporate social responsibility in luxury manufacturer supply chains

Corporate social responsibility (CSR) has become a central part of the sourcing and
supply activity in the textile industry. The role of supply chain management is
fundamental to CSR implementation as it has become a key customer requirement
and business driver. This research seeks to investigate how the luxury sector is
addressing these demands through a single in-depth exploratory study of a
Scottish based luxury own-brand and branded cashmere garment manufacturer.
Corporate social responsibility has become an increasingly important part of the
luxury garment producer's operation. The luxury brands are now placing additional
demands on the cashmere producer to demonstrate compliance with CSR standards
which in turn requires the company to adjust its operating procedure and
management processes. The current levels of transparency and auditability of the
CSR management process throughout the layers of the business were less
sophisticated than currently found in many mid-market garment manufacturers and
retailers.