CSR Role in Brand Positioning
<ul><li>What CSR really stands for??? </li></ul><ul><li>Simply It’s a process of  </li></ul><ul><li>Give & Take </li></ul>
<ul><li>Brand and Brand positioning </li></ul><ul><li>A  brand  is a collection of experiences and associations connected ...
Brand and Brand positioning <ul><li>Two very important components in Brand Positioning: </li></ul><ul><ul><ul><ul><li>Resp...
How to achieve that???   A company can positively influence  the perceptions through enlightened  strategic actions. <ul><...
Live Example The Oberoi Group’s STEP Program
Systematic Training & Education Program (STEP) <ul><li>Offerings: </li></ul><ul><li>Three years Training & Education Progr...
Contribution to the community… <ul><li>Career development & advancement </li></ul><ul><li>Developing and providing highly ...
Achievements….. <ul><li>Highly respected brand in the business world in general and hospitality sector in particular </li>...
Conceived, designed & developed by Anees Haider Zaidi June 2009
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CSR Role In Brand Positioning

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CSR Role In Brand Positioning

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

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