Great brands take a Great brands take a distinctly different distinctly different

approachapproach

Pintu Bhushan Mitra B.Pharm , MBA

Brand Can Engage with Society in Three Ways

Corporate social responsibility (CSR), Creating Shared Value (CSV)

From CSR to From CSR to CSV CSV

The managers of great The managers of great brands, replace CSR with CSV brands, replace CSR with CSV —creating shared value—creating shared value

Creating Share Value (CSV) attend Creating Share Value (CSV) attend to fulfill the company contribution to fulfill the company contribution to the societyto the society

Adidas did partnered with Nobel Laureate Muhammad Yunus’s micro-finance organization, Grameen Bank to produce the low cost shoe for Bangladeshian. The purpose of doing this is to provide affordable shoe in order to protect poor people from diseases. They create and share value which profitable to adidas (financially) and good reputation for Grameen Bank.

Creating Share Value (CSV) attend Creating Share Value (CSV) attend to fulfill the company contribution to fulfill the company contribution to the societyto the society

Coca-Cola started a program called 5by20 in economic aspect to empower young women entrepreneurs. The program aims to bring five million women to have business skill, which can be use to prosperous the family and community. At the end, the company hopes they can develop world into business by 2020 as local bottlers and distributor of Coca-Cola

Companies are redefining strategic Companies are redefining strategic positioning around a shared valued positioning around a shared valued mindsetmindset

Traditional Positioning

New Positioning

Shared value approach in Pharma Shared value approach in Pharma business modelbusiness model

Creating Shared Value with the Creating Shared Value with the Level 5 Level 5 Relevance Framework Relevance Framework

Industry RelevanceIndustry Relevance

For restaurants, fighting childhood obesity through the National Restaurant Association ’s Kids Live Well campaign is a natural fit.

Community RelevanceCommunity RelevancePlanting can serve a critical role in meeting the needs of a local community

Target RelevanceTarget Relevance

McDonald ’s shares its commitment to improving the health and well-being of children with its primary customer target segment, families

Brand Positioning RelevanceBrand Positioning Relevance

Chipotle Mexican Grill advances its “Food with Integrity” brand platform by helping nonprofits like Veggie U, which gives students the opportunity to experience the process of planting, growing, and harvesting fresh produce

Values Relevance Values Relevance

Shake Shack has teamed up with the Hearing Access Program to install audio induction loops in its locations to ensure that its bustling restaurants are welcoming to customers who are hard of hearing

Thank youThank you