Good Works!: Marketing and Corporate Initiatives that Build a Better World...and the Bottom Line

290 Pages·2012·2.9 MB·English

by  Philip Kotler

John Wiley & Sons, Inc.
Copyright©2012byPhilipKotler,DavidHessekiel,andNancyR.Lee.Allrightsreserved.
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LibraryofCongressCataloging-in-PublicationData:
Kotler,Philip.
Goodworks!marketingandcorporateinitiativesthatbuildabetterworld...andthe
bottomline/PhilipKotler,DavidHessekiel,NancyLee.
p.cm.
Includesindex.
ISBN978-1-118-20668-3(hardback):ISBN978-1-118-26578-9(ebk);ISBN
978-1-118-24096-0(ebk);ISBN978-1-118-22860-9(ebk)
1.Marketing—Socialaspects.2.Socialresponsibilityofbusiness.3.Relationshipmarketing.
I.Hessekiel,David,1960-II.Lee,Nancy,1945-III.Title.
HF5415.K62462012
658.8’02—dc23
2012004742
PrintedintheUnitedStatesofAmerica.
10987654321
Contents
Acknowledgments v
I Introduction 1
1 Good Intentions Aren’t Enough: Why Some Marketing
and Corporate Social Initiatives Fail and Others Succeed 3
2 Six Social Initiatives for Doing Well by Doing Good 21
II Marketing Driven Initiatives: Growing Sales
and Engaging Customers 47
3 Cause Promotion: Persuading Consumers to Join Your
Company in a Good Cause 49
4 Cause-Related Marketing: Making Contributions to
Causes Based on Product Sales and Consumer Actions 82
5 Corporate Social Marketing: Supporting Behavior Change
Campaigns 111
III Corporate-Driven Initiatives: Expressing
and Advancing Your Company’s Values
and Objectives 139
6 Corporate Philanthropy: Making a Direct Contribution
to a Cause 141
7 Community Volunteering: Employees Donating Their
Time and Talents 158
iii
iv Contents
8 Socially Responsible Business Practices: Changing How
You Conduct Business to Achieve Social Outcomes 177
IV Offense and Defense 197
9 Offense: Choosing a Social Problem to Alleviate 199
10 Offense:SelectingaSocialInitiativetoSupporttheCause 206
11 Offense: Developing Social Initiative Programs 211
12 Offense: Evaluating Efforts 217
13 Summary of Best Practices 223
14 No Good Deed Goes Unpunished: Dealing with Cynics
and Critics 228
V For Nonprofits and Public Sector Agencies Only 237
15 A Marketing Approach to Winning Corporate Funding
and Support for Social Initiatives: Ten Recommendations 239
Notes 253
Index 277
Acknowledgments
The authors want to acknowledge the following people for sharing their
stories and perspectives regarding marketing and corporate social initia-
tives,andinmanycasestakingthetimeandefforttocompletesurveys,confer
with other colleagues and partners involved in these initiatives, research
historicalfiles,andproofcopy.Wethankyou.
Allstate:KateHollcraft,EmilyPukala
AvonProducts:SusanArnot-Heaney
BestBuy:KellyGroehler
TheBostonBeerCompany:MichelleSullivan
CauseConsulting:MarkFeldman,RisaSherman
ChipotleMexicanGrill:ChrisArnold
Church&DwightCo.:StaceyFeldman
Clorox:DavidKellis
Coca-Cola:AprilJordan
ComicRelief:Anne-CecileBerthier
CorporateCulture:JohnDrummond,DaveThomas
ConeCommunications:CraigBida,WhitneyDailey,AlisonDaSilva,Sarah
Kerkian
ConAgraFoods:KoriReed
DoGood,MakeMoney:LauraProbst
Edelman:CarolCone,AmyKalfus,AnnClark
Energizer:HarrietBlickenstaff(Blick+StaffCommunications)
Farmers Insurance: Charles Browning, Roger Daniel, Doris Dunn, Josh
Krupp
FedEx:JuliaChicoski,PhilipBlackett
FoodNetwork:KatieIlch,KirstinKnezevich,LeahLesko,IrikaSlavin
GeneralMills:BeritMorse,ZackRuderman
v
vi Acknowledgments
IBM:StanLitow
Johnson&Johnson:AndreaHigham
KraftFoods:StephenChriss
Levi:SarahYoung,SarahAnderson
MacmillanCancerSupport:KatyaBorowski,FrancescaInsole
Macy’s:HollyThomas
MarchofDimes:ChadRoyal-Pascoe
Marks&Spencer:RichardGillies
MarsPetcareUS:LisaCampbell,MelissaMartellotti
MironConstruction:KristenNaimoli
MSLGROUPAmericas:AnneErhard
MontereyBayAquarium:KenPeterson
Nike:JillZanger,TessaSayers
OneSight:GregHare
ParkandCompany:ParkHowell,HollyLim
Patagonia:MarkShimahara,BillKlyn
PearsonFoundation:MarkNieker
Pepsico:AndreaCanabal,AnamariaIrazabal
PetSmartCharities:SusanaDellaMaddalena
Pfizer:RayKerins,JenniferKokell,PeterZhang
PhillipsWyattKnowlton:LisaWyattKnowlton
Procter&Gamble:CarolineBozonet,NadaDugas,JulyUng
Recharge:DougBamford
SaidBusinessSchool,UniversityofOxford:LindaScott
Sainsbury’sSupermarkets:JatSahota
SeattleChildren’sHospital:LauraTufts
SellenConstruction:ToddLee,DaveScalzo
ShareOurStrength:TheresaBurton,ChristyFelling,CatherinePuzo
Starbucks:BenPackard,AnnaKakos,BethBaggaley
SubaruofAmerica:BrianJohnson
SUBWAY:CindyCarrasquilla,LesWinograd
Target:SarahBakken,LizBrennhofer,LayshaWard
TELUS:JillSchnarr,TrishaTambellini
TOMSShoes:AllieDominguez
U.S.Fish&Wildlife:JoeStarinchak
UNICEF:LauraDeSantis
V/Line:LindaBrennan
WesternUnion:TalyaBosch
WholeFoods:AshleyHawkins,CarrieBrownstein
I Introduction
Acommitment to doing the right thing is no
guarantee of winning in the marketplace,
but over the past 30 years numerous compa-
nies have demonstrated that you can simultane-
ously build a better world and the bottom line.
Experience has also shown that creating suc-
cessfulmarketingandcorporatesocialinitiatives
requires intelligence, commitment, and finesse.
Whether you work for a Fortune 500 giant or
astart-up,generatingfinancialprofitsandsocial
dividends is a delicate balancing act. For many
businesspeople, it proves to be among the most
satisfyingchaptersoftheirprofessionallives.
If you are reading this introduction, there
is a good chance you work in a company’s
department of community relations, corporate
communications, publicaffairs,publicrelations,
environmental stewardship, corporate respon-
sibility, or corporate citizenship. Or you may
be a marketing manager or a product manager,
have responsibility for some aspect of corporate
philanthropy, or run a corporate foundation. It
is also quite possible that you work in a public
1
2 GoodWorks!
relations,marketing,orpublicaffairsagencyandthatyourclientsarelooking
to you for advice on marketing and corporate social initiatives. You may be
thefounderofanewbusinessortheCEOofalarge,complexenterprise.
If you are like others in any of these roles, it is also quite possible that
youfeelchallengedandpulledbythedemandsandexpectationssurrounding
thebuzzforcorporatesocialresponsibility.Youmaybedecidingwhatsocial
issuesandcausestosupport(andwhichonestoreject).Youmaybescreening
potentialcausepartnersanddeterminingtheshapeofyourfinancial,organi-
zational,andcontractualrelationshipswiththem.Youmaybestretchedbythe
demandsofsellingyourideasinternally,settingappealingyetrealisticexpec-
tationsforoutcomes,andbuildingcross-functionalsupporttobringprograms
to life. Or perhaps you are currently facing questions about what happened
withallthemoneyandresources thatwentintolastseason’sprograms.
If any of these challenges sound familiar, we have written this book for
you. Dozens of your colleagues in firms around the world such as Allstate,
Johnson & Johnson, Levi Strauss & Co., Marks & Spencer, Patagonia,
PepsiCo,Starbucks,Subaru,TELUS,andTOMShavetakentimetosharetheir
stories and their recommendations for how to do the most good for your
companyaswellasforacause.
Years of experience and months of research have strengthened our belief
thatdoingwellbydoinggood ismorethan justacatchyphrase. Corporations
thatapplyrigortocreatingeffectivemarketingandcorporatesocialinitiatives
canhelpbuildabetterworldandenhancetheirbottomline.
Even though this book has been written primarily for those working on
behalfoffor-profitcorporations,itcanalsobenefitthoseinnonprofitorgani-
zationsandpublicsectoragenciesseekingcorporatesupportandpartnersto
realize their missions. It offers a unique opportunity for you to gain insight
intoacorporation’swantsandneedsandpreparesyoutodecidewhichcom-
paniestoapproachandhowtoapproachthem.Thefinalchapter,writtenjust
foryou,presentsrecommendationsthatwillincreaseyourchancesofforging
successfulcross-sectoralliances.
Ouraspirationforthisbookisthatitwillbetterpreparecorporatemanagers
and staff to choose the most appropriate issues, best partners, and highest
potential initiatives. We want it to help you engender internal enthusiasm
for your recommendations and inspire you to develop programs worthy of
futurecasestudies.And,perhapsmostimportant,wehopeitwillincreasethe
chancesthatyourfinalreportonwhathappenedwillfeatureincrediblygood
newsforyourcompanyandyourcause.