is good karma good business
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Oral defense
Is good karma good business?
Oral defenseRasmus Frost Hansen
Agenda• hummel’s target group
• Attitude towards hummel and CSR
• New karma content
• Consumer engagement
• IMC-perspective
Target groupDemographics
Men and Women
Age 20-35
May have children
Northern Europeans (home market and sponsorships)
Psychographics and lifestyle
Willing to spend a little extra on fashion- social recognition is important Team player – sporty and active lifestyle
VALS: Experiencers and achievers (Kotler et al., 2009)
Attitude towards hummel and CSR:Respondents
Phone interviewPernille Bech:
Age: 30Married
1 child (1 year old)Lean manager at
Novo Nordisk, Kalundborg
Focus group interview
Abier ChuhaiberAnna Hermansen
Line DrabækRené Mikkelsen, Thomas Jensen,
Michael Sørensen,
Age: 20-24MMC-students 4th and 6th semester
Aarhus
Presensted hummel’s karma page. Talked about its message and purpose.
hummel’s CSR, and its affect on purchase-intention.
Attitudes
”Unclear purpose and
message”
”Less cool brand”
”People are more
important than the rainforest ”
”Walks the talk”.”Unique”
”CSR is an attribite that
gives me good conscience”
Shops for design, style and taste
(product attributes)
CSR is not considered during purchase decision
”I expect CSR from today’s
organisations”
New Karma content
New Karma contentExtends the Karma concept
New Karma content
Reinforces interpersonal approach
Consumer engagement
Consumer engagement
“Complete all the different levels with one trophy, and hummel will, in your name, send a real football to a child in one of the world’s poorest countries, Sierra Leone”.
Consumer engagement
Karma Sneaker- Support the asylum project
(CSR as marketing tool)
Facebook Karma
IMC-perspective
• Brand identity: Change the world through sport– Karma: what goes around comes around
• Image trap: the image is not the identity• Position trap: Identity not related to market position
– CSR helps consumers differentiate (branding strategy)
• External perspective trap: Focus on the inside (values)• Product-attribute fixation trap: Karma helps differentiate
products that are similar to competitors
– Point of parity: • Sportswear, lifestyle and fashion clothes
– Points of difference:• Human approach to CSR – sponsoring unusual teams to do good
Perspective
• New meaning to the perception of hummel – CSR positive attitude
• Short term perspective: – Karma as a branding tool in developed markets
• Long term perspective:– Doing good in developing countries future
economic potential
Questions?
Survey questions• What is your impression of the website?– Is the communication and purpose clear to you?– What do you think hummel tries to tell you?– Would you have found the website if I hadn’t told you
about it?• Are you familiar with the term CSR (explained it
afterwards)?– What kind of CSR is more important to you?– Is hummel’s CSR unique or mainstream?
• How do you prefer to shop for clothes?• What is your view on hummel after the
introduction to the website?
AttitudesAttitude towards Karma page: Different, unclear purpose, Unsure about the message
”Good design but lack of functionality”. (René and Michael) Showing how good hummel is.
Associates hummel with: Christian Stadil, Buddhist values, ”down to earth” Retro. (Pernille). Less cool brand (Abier, Anna, René)
Attitude towards hummel’s Karma promotion material
Unaware, haven’t seen it before. It seems different from other companies. ”Unique” (Thomas) . ”hummel walks the talk” (Michael)
Attitude towards CSR Pernille was unaware of the concept before interview. ”People are more important than the rainforest (Thomas, Michael, Line, Pernille). ”I expect CSR from today’s organisations” (Line). ”CSR is a way to attract business partners”(René)
Shopping concern: Design, taste, style (not CSR). ”CSR is an attribite that gives me good conscience” (Line)
Shopping habits: Mainly in-store, but use websites for inspiration. CSR rarely affects the purchase decision, but enhances a positive post-purchase evaluation