Corporate social responsibility
Corporate social responsibility (CSR, also called corporate conscience, corporate citizenship, social performance, or sustainable responsible business/ Responsible Business)[1] is a form of corporate self-regulation integrated into a business model. CSR policy functions as a built-in, self-regulating mechanism whereby a business monitors and ensures its active compliance with the spirit of the law, ethical standards, and international norms. In some models, a firm’s implementation of CSR goes beyond compliance and engages in “actions that appear to further some social good, beyond the interests of the firm and that which is required by law.”[2][3] CSR is a process with the aim to embrace responsibility for the company’s actions and encourage a positive impact through its activities on the environment, consumers, employees, communities, stakeholders and all other members of the public sphere who may also be considered as stakeholders.
The term “corporate social responsibility” became popular in the 1960s and has remained a term used indiscriminately by many to cover legal and moral responsibility more narrowly construed.[4] Proponents argue that corporations make more long term profits by operating with a perspective, while critics argue that CSR distracts from the economic role of businesses. McWilliams and Siegel’s article (2000) published in Strategic Management Journal, cited by over 1000 academics, compared existing econometric studies of the relationship between social and financial performance. They concluded that the contradictory results of previous studies reporting positive, negative, and neutral financial impact, were due to flawed empirical analysis. McWilliams and Siegel demonstrated that when the model is properly specified; that is, when you control for investment in Research and Development, an important determinant of financial performance, CSR has a neutral impact on financial outcomes.[5]
PROMOTION STRATEGY (Sunsilk)
i) Advertising
Advertising is known as any paid form of nonpersonal communication about an organization, product, service, idea or cause by an identified sponsor. Sunsilk company has done various advertisement. One of the most frequent advertisement is newspapers. Sunsilk mostly advertises their products through newspapers and flyers. The advantage of using newspaper is very effective to communicate with large audience which actually mean that newspapers are being read by almost all the citizen whether at home, at restaurant, at a coffee shop or etc. Besides, sunsilk products are also being advertised through mass media (television). This can be an effective way to create brand images and symbolic appeals. For examples, the product can straighten the hair of model and resolve many bad conditions of hair. Sunsilk do also faces disadvantages where they had to look after the production cost for the advertisements.
ii) Sales promotion
Sales promotion consists of short-term incentives to encourage purchase or sales of a product or service. Sunsilk company promotes their products in many ways. For instance, it offers consumers with products 2 in 1 pack with lower price. Besides, Sunsilk also give out free packs or small bottles of sample to consumer together with the shampoo they purchase. This to be said as promotions is to target the ultimate users of Sunsilk. Besides, it also targets the retailers, wholesalers or distributors of the brand. This is when the marketing intermediaries carries activities like value packs (as mentioned above), trade shows and price deals.
PROMOTIONAL STRATEGY
There are six elements of IMC mix, which are ‘advertising, sales promotion, publicity, personal selling, direct marketing and internet marketing.’(Belch & Belch 2007, pp.17) The elements that will be used are advertising, publicity and internet marketing. After making some analysis we found three of the elements above, is the most accurate elements that would support our entire campaign. Sunsilk Black and Shine shampoo is the low involvement product which people would used it for their daily needs, although the target market are women young adult, there is also a big possibilities people that is not our target will used our brands. Therefore using a personal selling and direct marketing will not be an effective strategy to be integrated, unless it is a high involvement product which people need to consider more before buying the brands.
Advertising is defined ‘as any paid form of non personal communication about an organization, product, service, or idea by an identified sponsor’.(Belch & Belch 2007, pp.17) the magazines which have become a highly specialized medium that reaches specific target audiences, will effectively support our mission to target the young adult. Several magazines such as Go Girls, Cosmo and etc will be the magazines that will be used, to attract our target market. This campaign will highly focused on publicity and public relation, according to Belch, ‘publicity and public relations have been considered more supportive than primary to the marketing and promotional process.’ (Belch & Belch 2007 pp.23) publicity will create an awareness which would increase the image of the company and would attract the curiosity of the society about the brand. The marketers will implement it by creating an event in Monas (centre of Jakarta), through advertising it will invite large society to come and experience their hair being washed on a time together with other people.
Not stop until that, well known singer will also be invited to show their performance in front of the stage. By inviting the singer, it would attract the society a lot. The activities can also be considered as our role to build a relationship with the customer, which is supported by Rodie with his statement, ‘building rapport, trust, and relationships with customers may be essential’ (Rodie et al 2001). ‘The interactive medium that is having the greatest impact on marketing is the Internet.’ (Belch & Belch 2007 pp.21) Internet which has been a new technological virtual system that would allow people makes a communication electronically for communication reason and any informational research. On these opportunities, placing an advertisement on young adult most visited website will help. While they are browsing or playing friendster or facebook, they might see the advertisement.
