A Dannon Csr Case Study free essay sample

Like most startup companies, Dannon faced challenges as a company until several decades after, in 1988, when Dannon capitalized on the advantages of having an FDA approval that they had one of their first most successful product launches. Since then, Dannon have developed many novel yogurt products. In 1994, it conducted a strategic operational reorientation and started focusing more on the health benefits of its products. Like its parent company, Dannon thrives in the yogurt industry distributing various forms of yogurt products around the world, ranging from its Staples or Fruit Blends, to Light and Fit (a low calorie yogurt), Kids, and its most recent and most successful launch, Activia (a probiotic cultured yogurt). In spite of the worldwide popularity of yogurt products, Dannon discovered that it is not a core part of the American diet compared to their European counterpart, as demonstrated by the 2007 yogurt consumption statistics. With Dannon’s recent goal to grow the yogurt category and its relevance to the American market, its executives saw this opportunity as a high-potential growth. Thus, by the end of 2009 being at the strategic crossroads to become the U. S. market’s leading distributor of yogurt in the domestic sector, Dannon’ senior director of public relations, Michael Neuwirth, wondered if the company’s corporate social responsibility (CSR) might have a role in this venture. To study the perspectives of the company’s stakeholders regarding the idea, he posed several questions which consisted of: 1. Should we communicate Dannon’s CSR activities? 2. What would be the best means to do so? 3. Should it be a corporate-level or brand-level campaign? 4. What would Danone think about this decision? 5. What would be the implications on Dannon’s current CSR initiatives? 6. What, if anything, would it require in terms of additional CSR programs? (Marquis et al. , 2011, p. 2). Six of Dannon key leaders whom Neuwirth consulted with were (1) Alessandro Arosio, Senior Director of Marketing, (2) Jon Pollock, Brand Manager, (3) Marc Jove, Senior Vice President of Marketing, (4) Claudia Sargent, Director of Media, (5) Tony Cicio, Vice President of Human Resources, and (6) Gayle Binney, Manager of Corporate Responsibility and The Dannon Institute. Each of them shared valuable views of the possible risks and benefits of using CSR as a tool in repositioning the company in the American market. The Debate: To Communicate or Not to Communicate Dannon’s CSR Dannon pride itself not just for its CSR activities, but especially for maintaining a â€Å"humble† corporate profile by keeping its CSR efforts â€Å"internal†. According to Tony Cicio, this is the key in maintaining its authenticity, demonstrating that it is done for the right reasons. In this regard, Dannon’s stakeholders have enumerated several risks and benefits if they were to tie-in marketing efforts with its CSR activities. These benefits include: a) Communicating Dannon’s CSR programs will demonstrate consistency in its marketing message and increase consumer confidence. Alessandro Arosio, Senior Marketing Director. (Marquis et al. , 2011, p. 9). b) Communicating its nutrition-based CSR efforts can bolster the Dannon brand as the nutrition expert, thus aligning its business with its social mission. Jon Pollock, Brand Manager. (Marquis et al. , 2011, p. 10). c) Still focused on its nutritional benefits, communicating Dannon’s CSR can develo p a more personal engagement by demonstrating that the company care about what their consumers also care about, which in turn can build more credibility. Claudia Sargent, Director of Media. Marquis et al. , 2011, p. 11-12). d) If communicated through a well-thought out campaign, it can help distinguish Danone’s and Dannon’s connection as a company and commitment to health and nutrition which can generate the external credit it has long deserved from its covert CSR efforts. Gayle Binney, CSR Manager. (Marquis et al. , 2011, p. 13). Although communicating Dannon’s CSR programs may have some clear benefits, based on careful analysis of the stakeholders, several redundant themes on its risks had also been identified. Two of these risks identified by Arosio were; (1) First, since Dannon provided intangible benefits, it will be difficult to measure its return on investment (ROI), and (2) if the consumers are not clear on which company had been promoting the publicized CSR programs, its competitors could take advantage of a potential halo effect which poses a potential loss on investment for Dannon (Marquis et al. , 2011, p. 9). Pollock added that in terms of its ROI measurability and cost for making such an investment, his concerns were if the idea would only become a sacrifice for short-term profitability with not much promise of a long-term value (Marquis et al. , 2011, p. 10). Sargent, on the other hand, emphasized that Dannon’s benefits were brand specific and that the communication should be done on a brand-campaign basis so that reallocating the funds for such a campaign does not take away from its current focus. Furthermore, she implied that the â€Å"current skepticism around â€Å"green- washing† and †pink-washing,† practices may disingenuously emphasize the social and environmental benefits† of its CSR programs (Marquis et al. , 2011, p. 12). Being Dannon’s CSR Manager, Binney’s concerns pointed directly to the complexity of using the company’s CSR programs as a marketing message where it will require a carefully structured campaign that can clearly articulate what Dannon has done and distinguish it from its parent company’s contributions. While Arosio, Pollock, Sargent, and Binney were able to point out both the positive and negative sides of communicating the company’s CSR efforts, Jove, Vice President of Marketing, and Cicio, Vice president of Human Resources, did not have any reservations in voicing out the true risks of the idea. According to Jove, since the U. S. population is still an emerging market for yogurt, the timing for communicating Dannon’s CSR as a marketing message would be premature. He knew very well that the current challenge is to get the American consumers to â€Å"want yogurt first† before making them â€Å"want Dannon†. Jove quoted, â€Å"I cannot put the chariot in front of the horse. First is product. Then we can enrich it with community and social activities. † (Marquis et al. , 2011, p. 11). Alongside Jove opposition to the idea, Cicio’s main concerns communicated its potential â€Å"moral dilemma†. He reminded Neuwirth of the bold conflict that the idea can bring by mixing CSR concepts as a marketing effort and potentially damaging the authenticity of its CSR programs. Cicio summed up his perspective and clearly pointed out that overadvertising can create backlash and will only result in losing the company’s overall credibility. Indisputably, there are advantages to Neuwirth’s idea of using Dannon’s CSR activities to bolster its marketing effort; however, there are also strong and valid oppositions for such a campaign. Contrary to what he was expecting out of the discussions, these substantial underpinnings put Neuwirth back into the drawing board in making the choice whether to proactively communicate Dannon’s CSR efforts or not. The difference in this instance, however, is that he is now equipped with valuable information prior to choosing which direction to go. A Chip of the Old Block: Impacts of a Corporate Parent Danone first entered the U. S. n 1941 and introduced yogurt to the American market as its first product during its inception. After sixty-seven years of success in the industry, it is now the parent company of three business; the Dannon Milk Products, Inc. , Danone Waters of America, and Stonyfield. Its management encouraged and trusted local decision making, thus its local executives were given full responsibility for the management of its country-based business units’ (CBUs) profit and losses. Similarly, the specific taste profiles of its products were adapted from its CBU following its main scientific formula which was created at its headquarters. As its wholly owned subsidiary, Dannon’s fiduciary duties to Danone include meeting annual targets for profitability, and providing reports for its operating free cash flow, manufacturing safety, and environmental sustainability. Since Danone provided the leadership training to all its subsidiaries to ensure cultural cohesion, Dannon’s company values is patterned from its parent company’s acronym as well: HOPE (humanism, openness, proximity, and enthusiasm). By doing so, as Cicio indicated, Dannon is able to fulfill its responsibility to the parent company by living its values and deliver financial return. In terms of its CSR activities, Danone follows three main themes: nutrition and health, nature, and people. Again as a subsidiary, Dannon is encouraged by its parent company to capitalize on these key themes as the foundation of its own CSR initiatives (The Dannon Company, Inc. , 2007; Marquis et al. , 2011). Accordingly, the nutrition and health initiative, as the heading implied, is dedicated in promoting and communicating the link between nutrition and good health. Dannon’s biggest project in this realm is the creation of the nonprofit organization named the U. S. Dannon Institute. The institute, directed by Virginia A. Stallings, aimed to promote health and nutrition through leadership and awareness programs. As a result of its successful activities, Dannon was given the Focus on the Future Humanitarian Award in 2008 for its contributions to nutrition education over 10 years. In addition to the programs from the institute, Dannon also made efforts to make healthy eating accessible for every socioeconomic group by providing schools with an affordable nutrient-rich food for students. Moreover, Dannon also donated its surplus products to Feeding America as a charity to aid in relieving domestic hunger. Another successful charitable venture by Dannon is the Dannon Next Generation Nutrition Grants whose mandate is to help teach children and their families about healthy lifestyles to combat childhood obesity. Also in 2008, Dannon joined the Children’s Food and Beverage Advertising Initiative in support of directing all advertisements for children under age 12 to meet the key nutritional guidelines reviewed and approved by the Council of Better Business Bureaus (Marquis et al. , 2011, p. 8). On the other hand, Dannon’s people initiatives focused on supporting local community organizations through volunteerism and donations. Part of this initiative also included enriching the health and well-being of its employees through the development and utilization of comprehensive work-life wellness programs. Consequently, the nature initiatives focused on identifying and reducing the company’s environmental footprint. A successful program that carried this duty is the Dannon’s cross-functional Green Obsession, formed and sustained by its own employees. Another program within the nature initiatives is the administering of the Carbon Footprint Analysis that measured the amount of carbon generated by its products throughout its lifetime. As have been demonstrated, having a parent company served as the umbrella in all of Dannon’s operations; from the management of its fiscal responsibilities, to the corporate values in which Dannon uses as its operational cornerstone, and more importantly, Dannon’s CSR initiatives are but a mere shadow of its parent company despite its independently managed programs. In retrospect, Binney shared really valid points about making sure that if Dannon does come to a conclusion of communicating its CSR activities, that it should be handled and articulated strategically so that it distinguishes Danone from Dannon’s CSR image. A Final Touch: The Communication Strategy In hindsight of the major risks and benefits of Neuwirth’s idea to expand Dannon’s market territory in the U. S. through the externalization of its CSR efforts, as identified by its stakeholders, whichever direction the company decided to partake is guaranteed to change the course of Dannon’s position in the U. S. market. In Neuwirth’s mind, his philosophy boiled down to the health benefits that Dannon consumers will be able to enjoy regardless of the company’s choice, while the business growth and expansion will only be the â€Å"icing on top†. Therefore, in spite of Jove’s and Cicio’s prospects about the serious implications of mixing marketing with the externalization of Dannon’s CSR activities, there is a clear and truly favorable outcome which turns out to be the bottom line of the idea after all. In practical terms, there is are effective ways to structure the marketing message so that it complements Dannon’s CSR initiatives without risking a marketing backlash. One of the ways to accomplish this is by moving away from the top-down approach determined by the board and instead, using the bottom-up strategy established and created by its stakeholders (Battacharya, 2009). What the â€Å"bottom-up† strategy meant is wielding focus groups and other marketing research techniques that aimed to understand the deeper psychological needs of its stakeholders and capitalize on those key points by addressing them effectively. For example, if consumers can find a more personal relevance to a company’s responsibility initiatives that make them feel as a co-contributor of such activities regardless of their level of participation, they can draw personal pride and self-esteem by being affiliated with the socially responsible company, through direct efforts or otherwise. As it turned out, Dannon’s Give Hope with Every Cup campaign in 2010 followed just that. By partnering with the National Breast Cancer Foundation, Dannon was able to demonstrate that its two pillars of historical commitment, social and business, are not competitive with each other at all, but rather coexistent and are equally important (Marquis Thomason, 2011). Through its continued campaign, in 2012 Dannon was recognized as one of the 100 prominent global brands, and at the top in its category of consumer staples (Brandlogic, 2012). Additionally, the same report ranked Dannon as the leader in sustainability leadership (p. 16) which further supported that it’s social and business pillars are truly coexistent and are operationally effective together. Conclusion The Dannon Company Inc. , subsidiary of Danone, is one of the leading brands of yogurt distribution in the United States. It was initially introduced in the country by Isaac Carasso in 1949 as the Dannon Milk Products, Inc. in New York. Sixty-seven years later, it has reached its strategic crossroad to choose whether to reposition itself to become the top yogurt brand in the country or remain as a sub contender to its competition. In light of such a major corporate step, Dannon is faced with the dilemma of whether to communicate its CSR activities publicly as a marketing tool, pointed out by Michael Neuwirth, Senior Director of Dannon’s Public Relations. In order to make the best decision, Neuwirth presented his idea along with a set of questions to Dannon’s executive stakeholders to find out what their perspectives are regarding the subject. After a thorough discussion, he found himself even more confused than prior to the conversations as each of the executives provided him legitimate arguments identifying the two sides of the coin, enlisting the risks and benefits of externalizing the Dannon’s CSR programs. One of the major benefits that were identified is the possible increase in its credibility and confidence from its consumers should Dannon decide to communicate its CSR programs publicly. However, the main argument was the possible backlash and complications of mixing its marketing message with its CSR efforts, which according to Cicio, can possibly damage the authenticity of its CSR efforts. Nonetheless, there were several advantages and disadvantages that Neuwirth would clearly have to consider if he were to make the right decision. In conclusion, Neuwirth will have to consider the bottom line of his idea which is to put the consumers’ interest first by putting emphasis on the nutritional benefits of its products, and the corporate benefits should ollow afterwards. Apart from this, Neuwirth will need to device a strategic way to communicate Dannon’s CSR that does not stir up adverse effects if it were to be combined as a marketing tool; and that will distinguish it from its parent company. One way that this can be accomplished is by using a bottom-up approach and making the most out of knowing and addressing its stakeholder’s deeper needs first, specifically with its consumers and employees. By doing so, Dannon had positioned itself in a win-win-win situation. References Battacharya, C. B. (2009, November 20). Corporate social responsibility: Its all about marketing. Retrieved from http://www. forbes. com/2009/11/20/corporate-social-responsibility-leadership-citizenship-marketing. html Brandlogic. (2012). 2012 sustainability leadership report: Measuring perception vs. reality for 100 prominent global brands. Retrieved from http://www. sustainabilityleadershipreport. com/downloads/2012Sustainability_leadership_report. pdf Marquis, C. , Shah, P. , Tolleson, A. , Thomason. , B. (2011, Spetember 28). The Dannon Company: Marketing and corporate social responsibility (a). Harvard Business School Publishing, Boston, MA, 9-410-121, 1-23. Retrieved from https://cb. hbsp. harvard. edu/ cbmp/asset/19189805 Marquis, C. Thomason. , B. (2011, Spetember 28). The Dannon Company: Marketing and corporate social responsibility (b). Harvard Business School Publishing, Boston, MA, 9-412-047, 1-7. Retrieved from https://cb. hbsp. harvard. edu/cbmp/asset/19189807 The Dannon Company, Inc. (2007). 2007 corporate social responsibility and sustainable development overview. Retrieved from http://www. dannon. com/pdf/ 2007DannonCSROverview. pdf

The True Story About Essay Samples on Why I Write That the Experts Dont Want You to Hear

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To live a purposeful life, you need a clear VISION free essay sample

If you live each day as if it was your last, someday you’ll certainly be right†¦ (Steve Jobs) †¢If today was my last day in my life, would I do what I am about to do today? †¢If the answer is â€Å"NO† for too many days in a row, I know I need to change something. †¢All external expectation, fear, pride, embarrassment and almost everything falls away in the face of the ending of a life, leaving what is truly important †¢No one wants to die,†¦but even if I lived, I live as if this life is a gift lent to me, which I shall someday exchange for another purer life †¢Do not shrink your inner voice at the altar of others’ noise and false reports†¦somewhere in your heart, God has placed a treasure which only you can dig out and benefit from. †¢To dig this treasure will take you a while. We will write a custom essay sample on To live a purposeful life, you need a clear VISION or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page You will have to plan to know exactly what it is, and exactly where it is. You’ll have to have the right crew by your side. †¢This treasure, planning, journey and digging is what I am calling VISION†¦ Vision is not only the power to see, but also of foresight and imagination. Even the visually impaired have this power†¦the ability to see and comprehend beyond what their brains could interpret as optical data. Human beings have the ability to translate words and instructions imaginatively. We are able to draw mental pictures more clearly than we can even draw on paper or explain verbally. The greatest gift is not the ability to see, but this ability of vision. God put dreams where we cannot miss them. Because of vision, I am the best raw material to myself. A vision is a supernatural appearance, which only a supernatural ability can make comprehendible and tangible. †¢Where there is no vision, people perish†¦Prov 29:18 †¢My people perish because of lack of knowledge†¦Hosea 4:6 †¢Now to Him who is able to do immeasurably more than we ask or imagine according to His power that is at work within us†¦Ephesians 3:20 †¢Prov 1:7 and 9:10†¦The fear of the Lord is the beginning of knowledge/ wisdom. †¢Habakkuk 2:2†¦write the vision down†¦though it tarry’s, it shall come to pass †¢Do not despise the days of your humble beginnings†¦Job 8:7 VISION PART II By Dominic Khaemba From: The Ageless Note-book Teach me oh Lord to number my days that I may gain a heart of wisdom and lead a fulfilling life to you, myself, family and friends†¦Psalms 90:12 This section will make a stronger connection if you read it as a follow-up to part I. You can never remember what you never knew, and you can never apply what you cannot remember. As the world changes and perfects the struggles and the suffering that we face; as the world changes and justifies the insignificance of individual strength by being too complicated and fast; many people find themselves feeling impatient, hopeless and unworthy: When this happens, you need a reminder that you are still on a journey, and that your best days are ahead. But you cannot tell if you’re your best days are ahead if you have nothing to look forward to. This is where a vision for your life comes in as the ability to anticipate future events, touch them and believe in them as if they were real. Also, you will need a reminder of what your future plans are†¦but since you cannot remember what you never knew, you therefore come back to Knowledge as; a clear awareness and information gained through devoted study and Experience. This knowledge is what you shall apply in preparing for your future and this preparedness is what keeps us from despairing too quickly when overwhelmed by circumstances around us. Our creative imagination also plays a big part in determining how far God chooses to bless us. If we do not use this faculty to envision better lives for ourselves in the future, we limit God in terms of how much He also decides to bestow on us. Eph 3:20. Knowledge does two important things. It distinguishes us from fools and it is a sure preservative of our lives. But the knowledge acquired in the boundaries of God’s instruction is the one that is able to do this. Otherwise, this knowledge is useless†¦and can quickly turn our hearts into pride. Pride goes before a fall. From the verses above, without knowledge and vision, we perish. Without creative imagination, we receive little from God. It is only in the fear of the Lord that our knowledge can begin to yield better lives for us and the people around us. Living as you move towards your dreams is a life full of joy and peace in dimensions and depths one can never experience otherwise. With a sense of calling, †¢MY VISION IS ENLARGED THROUGH IMAGINATION and this way, †¢I won’t MIND THE SMALL SACRIFICES that I have to make as part of the journey. Personal inventory A personal inventory is a way to store up our vision. Habakkuk 2:2 says write the vision down. Though it tarry’s, it shall surely come to pass. Write it so that whoever reads it may run with it/ facilitate your attaining of that vision. Keep a personal inventory in a journal. This is among the questions you may ask yourself as you do so. 1.What is my calling? †¢The thing is to find ideas which allow me to power all my experiences, gifts and talents, all my wisdom and knowledge A calling is a duty to which one attaches special importance and devotes special care. It must be strong enough to allow me to combine a)Talent harnessed by discipline b)Passion paired with hard work c)Love united with commitment d)Consistency which wipes away complacency If you are leaving your calling, you exude an enjoyment and connection to the gifts that transcends the recognition, fame and fortune you may receive for expressing those talents. †¢If you find the thing which you can do for free, simply for the fulfillment of doing it, you have found your calling.

The Little Black Dress Essay Essays

The Little Black Dress Essay Essays The Little Black Dress Essay Essay The Little Black Dress Essay Essay Vicky is 23-years-old. a psychical preparation pro. learning thin adult females how to maintain their hubbies by turning bony and she is married to Fergus. Vicky and Fergus married during her last twelvemonth at college. which means she married immature. Vicky frequently mentions her life before Fergus. as if it is like she is non happy with him. It is non because they argue or fight a batch. because she mentions that Fergus is immaculate. He is unagitated. a universe rescuer. down to earth which decently is what annoys Vicky because before her matrimony with Fergus. Vicky was full of life. She did non care for might go on if she bought more than one brace of places. She besides smoked weed. listened to Bob Marley and Bob Dylan which you can unite with the 1960’s. The 60’s was a clip full of life. optimism and many colourss. With Fergus she is a whole other individual than her normal ego. The name Fergus means virility which fits absolutely to Fergus as Vicky recalls the early yearss of their relationship. that she felt protected by Fergus. â€Å" . . his face fungus were an umbrella on a showery twenty-four hours. a sunshade in the Sun. his shoulder a shelter in the storm. † Fergus knows what he wants in life. He likes to protect and salvage the universe and that must be what Vicky felt in love with in the beginning. With clip she decently found out that he besides likes to be the dominated in the relationship by the manner he kind of controls Vicky by stating her what to make and how to populate life. As Victoria comes from the word â€Å"victory† . she sees herself as being unprompted. independent and bold. But with Fergus she is reserved and submissive which means she is nil like herself. Vicky’s life alterations wholly when she walks by a store and sees a manikin have oning â€Å"the small black dress† . Vicky admires the frock but so she notices the manikin. She gets wholly fascinated by it as it looks so terribly existent. Not merely with that. it looks merely like her. Fergus leaves to Geneva so Vicky is left entirely. She goes back to the snobby store to seek the frock on. â€Å"It’s a Chanel. circa 19 sixty-eight† . the adult female says in the store. When she puts it on in the dressing room she felt like she was being strangled. Although she was non be aftering to purchase something does that she buys it anyhow. After walking out from the store. Vicky is different. She remembers from the dark earlier. when she was believing about the amusement park. â€Å"The funfair visible radiations. the haste of air as she rode the large dipper. and it occurs to her that dreams ever fade on waking: you dream. you wake. and so there is nil. She refers to her life as she has a doll life. Vicky gets back place to set on the frock. She listens to Bob Dylan and imagines him sauntering through Greenwich Village. a vicinity on the west side of Lower Manhattan in New York. with a miss on his arm. visualizing herself as the miss. circa 19 sixty-eight. After seting the whole new outfit on Vicky feels all alive. Vicky becomes Victoria. She goes out. meets a cat. who repeatedly claims that he has seen her somewhere and that he has seen images of her. She mentions a amusement park at Battersea Park. she has non even heard of earlier. Suddenly she knows what is go oning following. His following words are in her caput. She gets scared and runs off from him. The following twenty-four hours Victoria went back to the store to return the frock. The store is closed and the manikin is now wholly broken. The caput has been removed and the eyes are dead. She so winds her manner to the nine where she quits her occupation. so she books a place on the following flight to Barcelona. returns place to pack. recognizing her life with Fergus has been a prevarication so she leaves him. Before go forthing to Barcelona. Victoria goes to the library to happen the reply for why the adult male insisted he has seen images of her before. At the library she asks for the newspapers for 19 68 no hint of what she is looking for. She stops at a image of a miss in a black frock. The headline says â€Å"Model Found Dead in Battersea† . She had been strangled. Suddenly everything makes sense. After Victoria putted the frock on. she became the dead theoretical account in 1968. It makes absolutely sense as the frock was from 1968. the same was the Bob Dylan vocal Victoria all of a sudden knew the wordss to and it was the same twelvemonth the theoretical account was strangled. Decision: Vicky was non happy with her life as being married to Fergus who really much could be like her dad the manner that he thinks he can â€Å"control† Vicky. Sometimes when you are at that point in life where you can non acknowledge yourself any longer you need to make something extraordinary to come back to life once more. Now it seems a bit excessively utmost that Vicky has to sort of experience the same as the dead theoretical account strangled in 1968. But it appears to assist Vicky to go forth Fergus who has been keeping her dorsum of being herself. and she so leaves to Barcelona to see her sister as she ever wanted.