A Marketing Management Presentation

Group No.: 12
Kartik Prakash
Maulik Shah
Palash Acharya

(20135028)
(20135035)
(20135045)

Dr. Pramod Paliwal

Professor & Dean
School of Petroleum Management,
PDPU

SCHOOL OF PETROLEUM MANAGEMENT

PANDIT DEENDAYAL PETROLEUM UNIVERSITY

 Corporate

Social Responsibility

Corporate

Conscience

Corporate

Citizenship

Social

Performance

Sustainable

Responsible Business

Originated

in 1960s & is narrowly construed as a legal and

moral responsibility of companies

CSR

- A management concept whereby companies

integrate social and environmental concerns in their business
operations and interactions with their stakeholders

Aimed

at achieving a balance of economic, environmental

and social imperatives while addressing the expectations of
shareholders and stakeholders

 CSR

can be:

A Strategic Business Management Concept

A Charity

Sponsorships

Philanthropy

CSR

is generally approached in 3 ways:

Community

1.

Supporting organizations, programs and events in local communities

For example, a local nursery can donate plants, flowers and staff time to a
community event happening in a neighbourhood park.

Philanthropy

2.

Many community initiatives may benefit from simple financial support.

For example, a Company may serve the needs of the poor by financially
contributing to NGOs providing new winter blankets to those living in slums.

Shared Value

3.

Companies believe that in order for a business to thrive, its community must
be healthy, educated and well governed.

For example, A company may invest in social welfare, education, civil society and
healthcare & create opportunities to build social value and long-term growth.

Issues

being focused upon by companies as a part

of their CSR:
Environmental Management
Eco-efficiency
Responsible Sourcing
Stakeholder Engagement
Labour standards and working conditions
Employee and community relations
Social Equity
Gender Balance
Human rights
Good Governance
Anti-corruption measures

recently viral point-of-view:

CSR expenditures typically are Safety Valve Expenditures

Some

people believe that this is the era of Obscene

CSR marketing.

For

example, CSR efforts during the Tsunami that hit

Indian shores some years back saw large trucks
carrying water and supplies.
Top

of the trucks emblazoned with the brand names and

logos for the media helicopters to catch when they
hovered around the area under distress.

According

to this School of thought, such vested

benefits sought through the CSR are blatant or
unreasonable.

Action

becomes counterproductive & bound to

have a negative impact on the brand

Creating

a strong business and building a better

world are not conflicting goals they are both
essential ingredients for long-term success.
William Clay Ford Jr. Executive Chairman, Ford Motor Company

Corporate

Social Responsibility is a hard-edged

business decision. Not because it is a nice thing to
do or because people are forcing us to do it
because it is good for our business.
Niall Fitzerald, Former CEO, Unilever

There

is one and only one social responsibility of

business -- to increase its profits.
-Milton Friedman

Many

people consider CSR as important part of the

company.

Shareholders

tend to buy companys shares based

on its social performance.

Corporations

make more long term profits by

operating with this perspective.

In

wealthy countries, social responsibility makes a

greater contribution to corporate reputation than
brand image.

Many

critics see CSR as unrelated to the

primary aim of the business, to make a profit
for its shareholders.

Critics

also see CSR as prone to forms of

manipulation, such as green washing(more
campaign than actual work).

Many

critics believe that companies use

CSR activities to their advantage rather than
the society.

 Support

My School Campaign:

PPP to empower underprivileged sections of society by

providing the necessary water and sanitation facilities along with
the basic infrastructure required in any school.

Scope

5by20

of the program to cover 1000 schools by 2015-16

Solar Cooler program:

Distributing

solar coolers free of cost to women retailers in rural

areas that are plagued by no or intermittent power supply

Under

this initiative, they expect to

opportunities to 5 million ladies by 2020.

offer

entrepreneurial

CCI's

environment friendly way to boost sales while economically

empowering women at the Bottom of the Pyramid

Parivartan:
aims

to spread knowledge of best practices and equip traditional

retailers with the right skills, tools and techniques necessary for
them to grow their businesses sustainably.

 Help

A Child Reach 5 movement:

lifesaving mission to spread the importance of good hand

washing habits around the world. Most importantly, a mission that
will help more children reach their 5th birthday

Roti

Reminder Campaign:

Stamping

hand washing message onto millions of rotis at Kumbh

Mela, the worlds largest religious festival in India.

Partnered

more than 100 dhabas and hotels at the mela site to

serve rotis that are stamped with 'Lifebuoy se haath dhoye kya?'

Project

Sunlight:

Sustainable

Living Plan, a new initiative to motivate millions of

people to adopt more sustainable lifestyles.

Aims

to make sustainable living desirable and achievable by

inspiring people to look at the possibilities of a world where
everyone lives well and within the natural limits of the planet

 ITC

e-Choupal:

The

worlds largest rural digital infrastructure: Empowering over 4

million farmers

Helping

the farmers in knowing about market demand, relative

important information will provide customized knowledge &
secure quality & productivity

GVK

EMRI:

Attends

to every emergency situation in the country; be it a

medical crisis, a law and order situation or a fire disaster

Handles

medical, police and fire emergencies through the "1-0-8

Emergency service

P&Gs

Shiksha : Padhega India. Badhega India

Integral

part of P&Gs global philanthropy program - Live, Learn &

Thrive
Till

date helped 280,000 underprivileged children access their right

to education

Government

needs to plug loopholes in the

National Voluntary Guidelines issued by the Union
Ministry of Corporate Affairs for successful
implementation of CSR, to ensure that it becomes
a reality and not a mere public relations exercise.

According

to the New Companies Act, 2013

(applies to the companies with Turnover >= Rs
1,000cr, or Net Worth >= Rs 500cr, or Net Profit >= Rs
5cr)
At

least 2% CSR Spending

In

case the firms are unable to spend the money, they have
to provide reasons and disclose the same or else it is a
SERIOUS OFFENCE.

Any

CSR activity, whether it is in the rule or not, has to be

approved by the CSR committee of the board.

Companies

need to start thinking about CSR with a

perspective of It helps build the Society rather
than then concept It helps build Customers.

Though

CSR is used to develop markets or for

image, it is far more useful when it is used to infuse
the organisation with culture, vision and values
the core drivers of any business.

Even

though it is foolish to expect a 100% Altruist

approach towards CSR by Multi-Million Dollar
Organizations, they should understand that CSR
must be an extension of the organisations state-ofbeing and not just an activity that needs to get
ticked off in the check-box for the sake of Publicity.

http://www.iisd.org/business/issues/sr_csrm.aspx
http://www.lifebuoy.com/
http://www.unilever.com/
http://www.pg.com/en_IN/sustainability/social_responsi

bility
http://www.gvk.com/gvkfoundation/emri.aspx
http://www.unido.org/en/what-we-do/trade/csr/whatis-csr.html
http://www.thehindu.com/features/education/careers/t
he-csr-advantage/article5335216.ece
http://serd.org.in/csr2013/
http://www.business-standard.com/article/specials/csra-marketing-tool-112112600079_1.html
http://www.forbes.com/2009/11/20/corporate-socialresponsibility-leadership-citizenship-marketing.html

Thank You
SCHOOL OF PETROLEUM MANAGEMENT
PANDIT DEENDAYAL PETROLEUM UNIVERSITY