Responsible Marketing and Advertising - Essay Example

Arguably, these corporate businesses are themselves a subject of these systems of governance, regulation and responsibility but CSR demand corporate businesses to be subject and object of these systems simultaneously. In this connection, PepsiCo responsible advertising practices to ensure that only healthy choices are offered to schoolchildren are widely admired and echoed by corporate peers and competitors. If we zoom into corporate culture and behavior adopted by PepsiCo in previous two decades, its responsiveness to societal needs and demands became evident.

A recent voluntary commitment of PepsiCo along with an alliance of multinational food and beverage manufacturers to advertise only the products of specific nutrition value to children under the age of 12 is an exemplary display of its socially aware corporate behavior. Stepping ahead of its competitors, PepsiCo has voluntarily adopted this policy as a global strategy not only in beverages rather it encompasses all food and snack’s brand of the corporation. Independent, third party sources have confirmed the success of PepsiCo compliance for this volunteer commitment to IFBA’s policy, formally known to be the policy for advertising to children by International Food & Beverage Alliance.

The rate of this compliance is 100 percent for the year 2010 in USA and 98.5 for the rest of major Asian and European markets. Beyond this PepsiCo has taken another initiative. The objective of this initiative is to cut off the direct supply of all full-sugar soft drink to primary and secondary schools by the year 2012. This is a gigantic objective as far the corporate business is concerned. However, it is equally commendable for its social responsiveness on the part of a multinational brand like PepsiCo.

Conclusion The need of socially aware and responsible advertising for children under the age 12 is globally recognized. However, the concept of Corporate Social Responsibility (CSR) does not validate its enforcement through legislative and disciplinary measures. The beauty of the concept is in its believe in corporate volunteer responsiveness owing to growing acceptance of corporations who are socially more aware of their responsibilities. A proactive approach in committing itself to IFBA’s policy for marketing and voluntarily barring its sales to primary and high schools has further endorsed the social image of PepsiCo as a brand that stems from society and remains committed to it.

Access to Nutritious Food and Corporate Responsibilities Naturally, corporate actions and policies are focused to shareholders’ interest and even if it is not intended, they are commonly interpreted on these grounds. More recently, media and masses have begun to focus corporate behaviors towards society more closely and minutely. So it has become increasingly important for corporations to show responsiveness to social demands and needs. Especially for the deserving segments of the society, corporations are closely watched and monitored.

The National Diary Council and The Quaker Oats, a subsidiary of PepsiCo have jointly announced a program to increase the children's access to breakfast, nutritious snacks and physical activity. PepsiCo has responded to this societal demand quite vigorously and have engaged in several socially aware plans to ensure provision of nutritious food to children. The initiative of PepsiCo to engage other corporation in a socially responsive program has once again surfaced its