At the end of 2009, the company was considering Dannon proactively communicate their CSR efforts to consumers. Could improve with the strong connection between Dannon production of food, and its commitment to the health and nutrition-based CSR activities, the communication of these activities for the consumer tainting the company’s success, but risking his ingrained CSR as a marketing ploy. Dannon was its holistic approach in order to obtain social responsibility and social values ​​…. Read more »

At the end of 2009, the company was considering Dannon proactively communicate their CSR efforts to consumers. Could improve with the strong connection between Dannon production of food, and its commitment to the health and nutrition-based CSR activities, the communication of these activities for the consumer tainting the company’s success, but risking his ingrained CSR as a marketing ploy. Dannon was its holistic approach in order to obtain social responsibility and commitment to social values. Danone CSR focuses on three areas: nutrition and health, people and nature. The case follows the perspectives of the various stakeholders within the organization, including members of the marketing, human resources and corporate affairs departments. Be examined some of the specific questions: Should we communicate Dannon CSR activities? What would be the best way to do this? Should it be a company or brand level campaign? How would the parent company, Danone, react? CSR can remain sincere when used for PR purposes?
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from
Christopher Marquis,
Pooja Shah,
Amanda Tolleson,
Bobbi Thomason
Source: Harvard Business School
23 pages.
Release date: 01 April 2010. Prod #: 410121-PDF-ENG
The Dannon Company: Marketing and Corporate Social Responsibility (A) HBR case solution