Dannon Case Analysis and Discussion
The goal of the discussion is to examine a company that makes a positive and significant effort to engage employees in its social sustainability projects and its service to the goals of consumer wellness. This does not happen in a vacuum, it is part of the company efforts to serve communities while being competitive. The discussion goals are to probe the issues in depth as a group.
- Examine products in your local supermarket; what would you say about the products/brands in the yogurt category?
- Identify several distinct consumer segments.
- What is the position of Yoplait in the case in relation to their messaging on breast cancer?
- How is Dannon doing competitively in the case? And today?
- The main issue is the question of communicating CSR.
- At this company, employees are hired with the knowledge that they will participate in community CSR effort. What effect would this have on the people in the firm? Will working together for a charity increase their ability to cooperate and effectively communicate with each other?
- Consider the following people, his/her job tasks, and analyze their specific role. What specific insight to the case issue (communicating CSR) do the following people have? :
- Alessandro Arosio, Senior Director of Marketing
- Jon Pollock, Brand Manager
- Marc Jove, Senior Vice President of Marketing
- Tony Cicio, Vice President of Human Resources
- Claudia Sergent, Director of Media
- Gayle Binney, Manager of Corporate Responsibility and The Dannon Institute
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Does the case suggest that a consensus has been reached? Is this simply Newirth’s decision or is it a collective one? Is there a pressing need for Dannon to advertise its CSR efforts? Would it substantially improve its marketing? Explain.
Dannon Case Analysis and Discussion