Corporate Social Responsibility of Gillete and Starbucks - Book Report/Review Example

?Gillette Case Study Gillette has successfully convinced the world that “more is better” in terms of number of blades and other razor features. Why has that worked in the past? What’s next? Gillette convinced the world with the message ‘more is better’ because they have already built a brand image out of that message. It is known that Gillette’s branding strategy is effective since it has a consistency in implying its message. Consistency can build brands (Hunt, 2012). Hence, Gillette has been consistent, especially in providing what the customers’ needs. Thus, they even innovate their product to achieve customer satisfaction. However, Gillette knows how to build the brand in a way that the customers will prefer durable razor than the disposable ones. Aside from that, the consistency of providing quality product also came in with their consistency message during ads. Like for instance, the commercial with Derek Jeter, Tiger Woods, and Roger Federer with the message “even in sports, five is better than three” (Tran, 2012). Hence, the consistent message is there. In relation, one of the possible next innovation for Gillette would be a razor that is solely for women. Thus, it would be another marketing strategy for them to cater another market, which is also known to be users of razors-the women. 2. Some of Gillette’s spokespeople such as Tiger Woods have run into controversy after becoming endorsers for the brand. Does this hurt Gillette’s brand equity or marketing message? Explain. Yes. Gillette has been known to be consistent when it comes to their brand image. In relation, the controversy of Tiger Woods, which is one of their spokespeople, will affect the marketing message that they convey to their market. Further, the endorser’s name is valuable to any product as a brand since it reflects to the market the consistency of the brand promise (Cavanaugh & Crook, 2010). In choosing someone to endorse your brand, it should be a person who is popular and can be really consistent in performing well in his or her field. Hence, that is the main reason why Gillette chose Tiger Woods as an endorser because he is consistent in what he does, and that is good for a brand. However, the controversy affected his image towards the market. According to Cavanaugh and Crook (2010), it would affect the market impression since women are the ones particularly offended by what he did. Since women are already buying the product and it can affect the image of the brand, Gillette announced to limit his role when it comes to their marketing campaigns (Dorman, 2009). 3. Can Gillette ever become as successful at marketing to women? Why or Why not? Yes. Cosmopolitan mentioned that 30% of women are prone in using razors which are made for men (Davis, 2011). It is also stated that women shaved more surface area, 18 times to be exact, compared to men. With these reasons, Gillette can be confident that there is a potential market to women when it comes to their products. On the other hand, the razor that will be introduced to women should have the same blades like what the men's razor has. It was found out that women prefer men’s blades because they are sharper (Davis, 2011). It can also be a good innovation if they can provide different styles with different features so that women who have various preference can choose what they want. Since Gillette is known for innovations for catering the needs of the market, it will not be difficult for them to build a good marketing image and brand to the market of women. References Cavanaugh, M., & Crook, H. (2010, January 5). Tiger woods controversy affecting the golfer’s brand name. [Web log post]. Retrieved from http://www.kpbs.org/news/ 2010/jan/05/tiger-woods-controversy-affecting-golfers-brand-na/ Davis, D. (2011, November 3). Do you use a men’s razor? maybe you shouldn’t. [Web log post]. Retrieved from http://www.cosmopolitan.com/hairstyles-beauty /beauty-blog/women-use-mens-razor-venus-110311 Dorman, L. (2009, December 12). Gillette to limit role of tiger woods in marketing. [Web log post]. Retrieved from http://www.nytimes.com/2009/12/13 /sports/golf/13woods.html Hunt, K. (2012, October 4). Consistent on brand messages. [Web log post]. Retrieved from http://blog.phmg.com/2012/10/consistent-messages/ Tran, L. (2012, November 13). MARS 2012/2013-Gillette case study. [Web log post]. Retrieved from http://prezi.com/jotpjjeubluo/mars-20122013-gillette-case-study/ Starbucks Case Study 1. Starbucks has worked hard to act ethically and responsibly. Has it done a good job in communicating its efforts to consumers? Do consumers believe Starbucks is a responsible company? Why or Why not? Starbucks definitely has done a good job in letting consumers know about its efforts to be a responsible company, as well as a company which conducts its business in an ethical manner. Starbucks communicates its efforts to consumers by way of living out the company’s values and mission statement. Plus, it openly displays the company’s commitment in involving to different social responsibilities, so that the company can let the customers know about how, what, where Starbucks is going (Mellamocallejon, 2012). Starbucks even plasters its mission statement and values in every store that they have. Moreover, their coffee cups have print facts. Even their website has countless pages dedicated to its social responsibility. Also, they compile a Starbucks’ annual report that is dedicated only for corporate social responsibility (Mellamocallejon, 2012). Through these, Starbucks made its consumers know how the company acts responsibly. Furthermore, consumers are already aware of what Starbucks is continually doing in serving the environment because of its continuous programs for social responsibilities. Like for instance, Marre (2010) mentioned that Starbucks appeared in every list of the company ranking when it comes to the most admired, innovative, good corporate citizen, and even the best company to work for. Different acknowledgements such as these are proofs that consumers believe that Starbucks is a responsible company. 2. Where does a company like Starbucks draw the line on supporting socially responsible programs? For example, how much of its annual budget should go toward these programs? How much time should employees focus on them? Which programs should it support? According to research, consumers tend to expect that companies should participate in socially responsible programs (Speeter, 2010). When it comes to social responsibilities for a company, it always depends on how it can impact a broader scale. For Starbucks, supporting socially responsible programs reflect on the company’s mission, vision, reach, and size. It only makes sense that for Starbucks, the drawing line for them in supporting socially responsible programs depends on how wide and big they can contribute to the community, considering they have many branches worldwide (Speeter, 2010). In addition, Starbucks makes sure to provide what is best when it comes to their employees. The company does not merely focus on its customers and the environment, but as well as its employees. The company pays more when it comes to their employees’ health insurance, which caters full-time and part-time employees (Aprwade, 2009). 3. How do you measure the results of Starbuck’s socially responsible programs? The results of Starbuck’s socially responsible programs can be measured by how they presented their annual social responsibility report. It covers three parts: ethical sourcing, environmental stewardship, and community involvement (McKee, 2009). In ethical sourcing, they make sure that their coffee is responsibly grown, at the same time, ethically traded. In 2008, when Starbucks purchased coffee for 385 million pounds, 77% of the coffee were grown responsibly and traded ethically (McKee, 2009). When it comes to environmental stewardship, they admit that their Starbucks cups are not 100% recyclable. However, they assure that in 2015 that their cups will be 100% reusable (McKee, 2009). Plus, the company already committed in reducing energy use in their facilities. In addition, Starbucks’ community involvement is impressive. One of their programs is encouraging customers and employees to volunteer in community service (McKee, 2009). Basing on these three, Starbucks is doing quite well when it comes to its socially responsible programs. They even have promising programs for 2015. References Aprwade. (2009, November 17). Starbucks and corporate social responsibility. [Web log post]. Retrieved from http://aprwade.wordpress.com/2009/11/17/ starbucks-and-corporate-social-responsibility/ Marre, W. (2010, December 21). Starbucks famous for cappuccino and dedication to employees, community and environment. [Web log post]. Retrieved from http://willmarre.com/blog/starbucks-famous-for-cappuccino-and-dedication-to- employees-community-and-environment/ McKee, K. (2009, November 6). How is starbucks socially responsible? [Web log post]. Retrieved from http://www.helium.com/items/1642201-starbucks-and-social- responsibility Mellamocallejon. (2012, November 11). Starbucks: how ethical behavior can boost business. [Web log post]. Retrieved from http://bizgovsoc4.wordpress.com/2012/11/11/ starbucks-how-ethical-behavior-can-boost-business/ Speeter, L. (2010, May 30). Consumers expect business to help solve social challenges. [Web log post]. Retrieved from http://altruisticmarketer.wordpress.com/category/ corporate-social-responsibility-programs/ Read More