Page 89 - MYM 2015

An example for Starbucks is their effort to promote the importance of recyclability of cups, encouraging the food industry to serve beverages in either reusable or recyclable containers. One venue for this has been Cup Summits that they have organized (three to date), bringing together government officials, raw material suppliers, cup manufacturers, retail and beverage businesses including competitors, and others to explore more sustainable materials and design. (Kotler et al., p.26.)
Cause-Related Marketing is where “a corporation links monetary or in-kind donations to product sales or other consumer actions. Most commonly, this offer is for an announced period of time and for a speci c product, and for a speci ed charity.” (Kotler et al., p.22.)
Ethos® Water, sold in Starbucks stores, was created in 2002 to help support water, sanitation and hygiene education programs in water- stressed countries. In 2005, Starbucks acquired the company and for every bottle sold from their stores, Starbucks contributes five cents to the Ethos Water Fund, which is part of the Starbucks Foundation. (Kotler et al., p.27.)
Corporate Social Marketing is where “a corporation supports the development and/or implementation of a behavior change campaign intended to improve public health, safety, the environment, or community well- being.” (Kotler et al., p.22.) It is this behavior change focus that differentiates it from cause promotions.
In 1998, Starbucks introduced the Grounds for
Your Garden initiative which offers customers complimentary five-pound bags of used coffee grounds to enrich garden soils. An additional behavior-focused example includes offering customers a complimentary beverage of their choice when they brought in their own reusable mug to celebrate Earth Day. (Kotler et al. 2, pp.27-28.)
Corporate-Driven Initiatives: These three are developed and managed primarily by other corporate functions including community relations, human resources, foundations and operations.
Corporate Philanthropy is perhaps the most traditional of the six initiatives, one where “a corporation makes a direct contribution to a charity or cause, most often in the form of cash grants, donations, and/or in-kind services.” (Kotler et al., p.23.)
One of Starbuck’s grant recipients is the Children’s Environmental Heritage Foundation in Malaysia. This nonprofit organization in Kuala Lumpur was founded to “instill a love of and care for the environment in young people.” (Kotler et al., p.29.)
Workforce Volunteering is where “a corporation supports and encourages employees, retail partners, and/or franchise members to volunteer at local community organizations and causes.” (Kotler et al., p.23.)
In 2011 in Shanghai, China, Starbucks supported 750 employees (partners, as Starbucks calls them) to “roll up their sleeves” to help rejuvenate the environment, with projects including gardening, repainting walls, and setting up waste management systems. (Kotler et al., p.29.)
Socially Responsible Business Practices are where “a corporation adapts and conducts discretionary business practices and investments that support social causes
to improve community well-being and protect the environment.” (Kotler et al., p.23.)
Beginning in late 2010, Starbucks set a goal of achieving Leadership in Energy and Environmental Design (LEED®) certification for all new company- owned stores. Standards include ones related to building materials, water and energy efficiency, waste management infrastructures and more. (Kotler et al. 2012, pp 29-31.)
A Dozen Examples of a “Perfect Match”
Below is a list of a dozen examples of what might be considered a “perfect match” , ones that will then be brie y described. It may be bene cial to just rst glance at the list and note your reaction. Does a corporate focus on that issue make good sense? Can you quickly see a natural connection to their products, corporate values, brand personality, competitive positioning, and/ or target audiences? Does the commitment seem genuine?
1. Johnson & Johnson: Nursing
2. Pampers: Sudden Infant Death Syndrome (SIDS) 3. Target:Reading
4. PetSmart: Pet Adoption
5. Macy’s: Women’s Heart Disease
6. SUBWAY: Healthy Fast Foods
7. Allstate: Texting & Driving
8. FedEx: Pedestrian Safety
9. TOM’s Shoes: Shoes for the Poor
10. Yoplait Yogurt: Breast Cancer
11. BestBuy: Electronics Recycling
12. McDonald’s: Childhood Immunizations
Johnson & Johnson: Nursing. In 2002, when the United States was facing a severe nursing shortage,
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