First edition of the fortnightly marketing dossier "Mark-O-Share" by SMark, the marketing club of SIMS. Mark-O-Share is presented to you in the format which B-School students deal with on a regular basis- Powerpoint Presentations. Looking forward to maximum response for the same. In this edition:- - Topic: CSR MARKETING - GOOD: Implementation of CSR marketing that benefited the country - BAD: Implementation of the marketing concept that went wrong - UGLY: An application of CSR marketing that went horribly wrong - BE THE CMO: A case study challenge to put your knowledge of CSR Marketing to test

1. MARK-O-SHARE
PRESENTS
CSR MARKETING
Edition
#1

2. What Is CSR Marketing
CSR Marketing is the extension of a
philanthropic relationship between a
commercial entity and a nonprofit to include a
sales, marketing and/or promotional
relationship.
“Cause Marketing is a sales-building
tactic that links the purchase of a
product (or use of a service) to a
donation to a nonprofit” – IEG(
Institute of Economic Growth)
Bronn & Vrioni (2001)
“ having a pro social agenda means having
a powerful marketing tool that can build
brand image and brand equity sector”

3. GOOD
Reliance have been involved in welfare
activities over the years consistently
They have been making donations to
various charities and have constructed
library and school for the destitute children.
Reliance Foundation is one of their major
initiatives
Benefits:
• Better brand image
• Happy stakeholders
• Profit returns

4. Coca Cola announced itself
winner of 2008 golden Peacock
Global Award for CSR
Award was
sponsored by
Coca Cola
After the award they
announced $10 Mn CSR
fund in India for water
crisis
It was a cruel joke on the
people who were suffering
from water crisis due to
Coca Cola
Impact:
• Serious questions were raised about their activities
• Strong criticism from across the globe
BAD
Read more at
http://goo.gl/
95qcQ3

5. ITC’s tobacco
division doing CSR
activities has been
questioned many
times on ethical
grounds
E-choupal was one the
most successful
initiatives taken by
them for rural India
They have also worked
for the empowerment
of women and children
Many youngsters take to smoking
every year, subsequently many die
from disease caused by tobacco.
Let’s not forget that the CSR money
is earned from the sales of such
tobacco products. Ironical, eh?
UGLY

6. BE THE CMO!
A reputed Indian IT company has its credibility at stake. The
sting operation exposing an internal corruption scam
seriously damaged the reputation of the company. Known
for its clean and trusted image, the company now seeks to
regain its original brand trust by investing in CSR marketing.
Suggest a plan for them to recover.
Mail your responses to
smark@sims.edu by 8th of July.
Winner would be declared in the
next edition