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CSR  Role In Brand Positioning
 

CSR Role In Brand Positioning

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    CSR  Role In Brand Positioning CSR Role In Brand Positioning Presentation Transcript

    • CSR Role in Brand Positioning
      • What CSR really stands for???
      • Simply It’s a process of
      • Give & Take
      • Brand and Brand positioning
      • A brand is a collection of experiences and associations connected with a service , a person or any other entity
      • Positioning is something (perception) that happens in the minds of the target market.
      • It is the aggregate perception the market has of a particular company, product or service in relation to their perceptions of the competitors in the same category.
    • Brand and Brand positioning
      • Two very important components in Brand Positioning:
            • Respectability
            • Recognition
    • How to achieve that??? A company can positively influence the perceptions through enlightened strategic actions.
      • Can CSR play any role??
    • Live Example The Oberoi Group’s STEP Program
    • Systematic Training & Education Program (STEP)
      • Offerings:
      • Three years Training & Education Program in hotel operations with yearly certification
      • No fee
      • Monthly Stipend to trainees (INR 3,500, 4,000, 4,500)
      • Free furnished & secured accommodation to trainees
      • Free transportation
      • Free meals
      • Monthly telephone allowance
      • Free Medical
      • Reimbursement of Graduation fee (compulsory to complete graduation - distance learning)
      • No bond
    • Contribution to the community…
      • Career development & advancement
      • Developing and providing highly skilled and trained manpower to hotel industry in particular and hospitality sector in general
      • Contributing to national manpower resources
    • Achievements…..
      • Highly respected brand in the business world in general and hospitality sector in particular
      • STEP graduates are most sought after resource in hotel industry
    • Conceived, designed & developed by Anees Haider Zaidi June 2009