Social Responsibility in Coca Cola's Marketing Campaigns

1737 words (7 pages) Business Assignment

20th Apr 2020 Business Assignment Reference this

Tags: Business AssignmentsFood and DrinkCoca ColaMarketingBusinessCSRBusiness Ethics

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Parents get together with their children to discuss the drinking guide book set forth by Anheuser-Bush to assist parents on how to give a lecture on the subject of underage drinking is an example of ethical behavior in marketing. Anheuser-Bush acts on what it views as an ethical obligation to their customers and the general public with their alcohol awareness and education programs. Anheuser-Bush promotes responsible drinking and deters underage drinking and alcohol abuse. The ethical behavior of Anheuser-Bush did pay off  in some parts to the declines in drunk driving fatalities, underage drinking and other forms of alcohol misuse since 1982 (Bethel University, 2018).

Ethical responsibility did pay off for Anheuser-Busch, for example when they introduced the fan can to universities, which was not a rational move because they knew they were targeting colleges where underage students go. The fan can was not motivated by goodwill, but motivated for making the business more money. In the end the business ended up being ethical by removing the fan can from the market and dropping the marketing campaign (Olivares, 2012).

Alcohol manufacturing publications advertisement letting individuals know if they have to drink they need to be careful and know their limit fall to deliver the message about the danger of drinking. Although responsibility messages were visible in numerous advertisements, not any of them supplied any data explaining the drink responsible ad. Almost all of the advertisements were found to be promoting the use of alcohol, such as alcohol that might taste good or how much alcohol a person should drink. Because of the different messages sent through advertising, it could be looked at as it could be looked at as the business do not have the consumer best interest at heart, because they are leading them in the wrong direction (John Hopkins Bloomberg School of Public Health, 2014).

The form of self-regulation that allows a business no matter how big or little they may be to make effective changes. When a company goes by doing business that do not cause harm to anyone, not just for the outcome but to gain profit and developing trust between people who buy goods and services from them. Individuals that use a business product or service believe the business is obligated to act in a manner that benefits society. CRS assist developing trust, understanding and giving support to cultural values (Schooley, 2019).

When the obligation of a business towards the welfare and interests of the society in which they operate becomes part of the business individuals will see this. Coke cola is a leading company in making the world better. Coke carry on to make steps to assisting in the improvement of ecofriendly problems. After they noticed that their convoy of delivering trucks used 3.7 million units of carbon dioxide in 2014, coke made major deviations to their production and distribution, such as getting vehicles that operated on other gasses. By making these variations it should back the business objective of lowering their affected area by twenty-five percent by 2020. Campaigns such as share a coke and a smile, work to deliver the goods and or services through bringing people to share and even inspire moments of optimism and happiness (Academic Master, n.d).

The main communication of the campaign was to segment the Coke Cola creation that is between their patrons. Through the distribution, the business intention was to grow their trademark name to a lot of individuals therefore expanding their trades. There was a situation when the coke provided their patrons a chance to express their thoughts and feelings through a bottle of coke (Moye, 2018). The serious data was that through coke people can share emotional experiences. This included young adults who put their names on coke cans and bottles along with associates or family member name to let them know how they feel about them. Through the communication of sharing conveyed a result not only to the particular group of people but also older individuals. This is because through this marketing campaign a lot of individuals acquired to show their emotions with the individuals they loved (Moye, 2018).

The business responsibilities toward society make a different because businesses normally have countless means to endorse actual constructive adjustment. But beyond change the fulfillment of being aware that the world is a better place because of them. What does the business get out of this? The reply to that inquiry is relatively a lot and a lot of it has to do with structuring an excellent accessible connection status on the computer (BCCCC, 2019).

The idea of social responsibility is that the company is obligated be good to individuals which are entitled to enjoy legal rights, weighing the profitable way of making money with the way things are being done that is an advantage to a group of individuals who share a common economic, social and industrial infrastructure, no matter if it is within a neighborhood, whole country or entire world. Social responsibility in marketing involves focusing efforts on attracting consumers who want to make a positive difference with purchases. A lot of businesses choose to use socially responsible components in their marketing strategies as a means to help a community by way of favorable intangible products and items made to sale. Patrons are justified and have the control to choose which businesses prosper or be unsuccessful (Gilbertson, 1999).

Individual social responsibility is a person’s value and faith where the person has a duty regarding a group of individuals who share a common economic, social and industrial infrastructure. Being socially responsible is all about people conduct themselves morally and caringly in the direction of public, profitable and eco-friendly problems. It is being accountable for our actions. By being involved in getting rid of a number of the problems, by being individuals we ought to all aim to put forth good character by putting to use and sticking to socially responsible procedures, such as making the standards of lives for people and their household, offering to take part in improving and benefiting individuals who share a common and social background. Improve the surroundings by taking on a shore or botanical gardens to preserve and embellish (Benabou & Tirole, 2009).

Individuals should be there to listen to people that may have trouble controlling their mental state of mind, such as sensitivity of detachment and a state of grief when deprived of something or someone, physical and emotional stress  and dealing with the fact that death may occur at any time. There are numerous ways of contributing, such as, giving things they do not use, and or financially. A person can likewise expand money in generally accountable monies, wear clothing made from recycled fabric products, go to a blood bank or do something in their life for a good cause (Benabou & Tirole, 2009).

In conclusion, social responsibility is the marketer responsibility; this involves focusing efforts on attracting consumers who want to make a positive difference with their purchases. A lot of businesses have assumed socially responsible fundamentals in their advertising approaches as a means to aid a group of people from the same community through helpful services and merchandises. Businesses are conscious that patrons are knowledge and prejudiced, so with this in mind, businesses should generate a morally complete advertising strategy and incorporate it into every feature of their advertising plan. A superior choice for endorsing responsible drink in advertising would be to substitute or enhancement strict communications with important facts, verified cautionary communications that straight forward speak on actions existing in the advertisement and that do not support advertising communications. The coke advertisement was shown at the appointed time on worldwide television, broadcast stations and web sites. This was completed to appeal to additional individuals by producing consciousness of the continuing campaign.

References

  • Academic Master. (n.d). Role of corporate social responsibility within the context of profit as the primary objective and in the presence of conflicts of Coca-Cola-company. Retrieved July 25, 2019, from https://academic-master.com/role-of-a-corporate-social-responsibilty-within-the-context-of-profit-as-the-primary-objective-and-in-the-presence-of-conflicts-of-coca-cola-company-2/ 
  • Bethel University. (2018). Issues in marketing. United States of America: McGraw-Hill
  • Benabou, R. & Tirole, J. (22 December 200). Individuals and corporate social responsibility. Retrieved July 26, 2019, from https://doi.org/10.1111/j.1468-0335.2009.00843.x
  • Boston College Center for Corporate Citizenship. (2019). Citizenship. Retrieved July 27, 2019, from https://cc.bc.edu/content/ccc/research/corporate-citizenship-news-and-topics/value-of-corporate-citizenship.html
  • Gilbertson, T.F. (1999). Ethics and social responsibility in marketing. Journal of Professional Services Marketing, 20:1, 51-61, DOI: 10.1300/J090v20n01_05
  • John Hancock Bloomberg School of Public Health. (3 September 2014). Drink responsibly message in alcohol ads promote products, not public health. Retrieved July 27, 2019, from https://jhsph.edu/news/news-release/2014/drink-responsibly-message-in-alcohol-promote-products-not-public-health.html%20
  • Moye, J. (8 May 2018). Share a coke and share the summer: 2018 Campaign focus on special moments. Retrieved July 26, 2019, from https://www.coca-colacompany.com/stories/share-a-coke-and-share-the-summer-2018-campaign-focus-on-special-moments
  • Olivares, X. (25 April 2012). Anheuser-Bush markets bud light cans to college students. RetrievedJuly 26, 2019, from http://abcnews.go.com/Business/anheuser-bushchs-bud-light-markets-beer -college-students/Story? Id=8418866#.T5emG5pWoOo
  • Schooley, S. (22 April 2019). What is corporate social responsibility? Retrieved July 27, 2019, from https://www.businessnewsdaily.com/4679/corporate-social-responsibility.html

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