Dannon Final Essay

Team 5
Abhi Jain
Ashwin Sekar
Rishabh Katariya
Petra Tickles Oset
Sanjeev Manogaran
Vicky Ortega Manduca

Hist ory • Reduce environmental footprint 2007-2015
• Internal
“The
Danone
Way”Dannon
believe in growing
• Academics, scientists & health professionals working together
Nature
People together with its employees• Carbon footprint reduce 37.4%
• $700,000 for NGO
Nature • Planted 100 millionPeople
• Wellness program trees in Africa and Asia
• •3.5 million pound. donated• in97%
America
renewable energy use in plants
Scholarships available for children of employees
• •$1 per 4 pack
Nutri-Day
Work-life wellness program • Decrease water consumption in 51%
• €16 millions for research products
• Packaging weight reduce by 10%
• Waste recycle increased 80%
• 25% reduce sugar
• External

DANNON
CSR

• Children ‘s Day Charities
• American heart association

Health

Health

Should Dannon Communicate CSR?

Carroll’s CSR Hierarchy•

Proactive Behaviors that benefit Dannon and society.
• Helps Dannon to avoid backlash and gain more legitimacy.

Discretionary
Responsibilities
Ethical
Ethical
Responsibilities
Responsibilities
Legal
Responsibilities
Economic
Economic
Responsibilities
Responsibilities

• Environmentally friendly
• Increase stakeholder trust
• Health benefits

• More scrutiny for Dannon
• Long term profit for Dannon
• More sales
• Brand premium

Current issue in advertising CSR

Mission
• To bring health through food as to many people as possible
Vision
• To be one of a select group of businesses with a powerful and appealing identity, a unique identity others cannot imitate that is rooted in its own distinctive value.
Tactics
• Promoting the benefits of their products
Strategy
•
•
•
•

A global presence
Our product range: 100% Health-Driven
A sustainable food chain
Products available for everyone, everywhere

The CSR Filter
Policy constraints

Resource Constraints

Tactics

Strategy

CSR filter

Mission

Environmental Constraints
Environment
-Reduce CO2
-Waste recycling
-Less weight packaging
-Use of renewable energy

Social
-Greenwashing
-30% premium
- False Claim

Vision

Green washing in Dannon leads to:
• Short term Profit for company
• Long term loss
• Lost $35 Million in lawsuit
• Negative Brand image of company

Should Dannon Advertise its CSR initiatives? Yes

Communicating CSR:
• Long term growth
• Increase revenues and profit
•

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