BEST B-SCHOOL
CSR also helps in emotional branding, which can act as a catalyst for ‘me-too’ products like FMCGs. A classic example is Ezee from the stable of Godrej. The brand recently unleashed an initiative to help the needy in winter. Add to this the oomph of Mona Singh alias Jassi and Saakshi Tanwar (of Kahaani Ghar Ghar Kii fame), who the company resorted to for collecting blankets and woolen garments. Chairman Adi Godrej does emphatically assert, “This got nothing to do to promote Ezee and so I am not concerned, whether it’s affecting sales or not.” But one cannot deny that it’s quite an ‘Ezee’ promotion.
Undeniably, the growing criticality of CSR to branding is a foregone conclusion. And it’s important for companies to show a committed, rather than a piecemeal effort, towards social activities. Even if they don’t see immediate results, this goodwill will remain an insurance for potential adversities ahead.
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2007
An IIPM and Malay Chaudhuri – Arindam Chaudhuri Initiative
No comments:
Post a Comment