White dogcafe Case analysis
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This document discusses the White Dog Cafe, a restaurant founded in 1983 in Philadelphia that employs social marketing strategies. It is led by social entrepreneur Judy Wicks. The cafe serves around 138,000 customers annually and generates profits that are reinvested in the local community and environment. Some of White Dog's social marketing campaigns educate customers, encourage sustainable practices among suppliers and staff, and donate profits to charity. The challenges are sustaining growth while maintaining social commitments and succession planning. Recommendations include forming a trust, collaborating externally, and promoting from within for leadership.
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White dogcafe Case analysis
- 1. Group E2 Abhishek Roy (13104) Ashwin Shetty (13115) Debjani Mohapatra (13118) Karthek Iyer (13128) Sujit Mathew (13155)
- 2. • About White Dog Café • Judy Wicks - Leadership • Social Marketing In White Dog Café • Benefits of Social Marketing for White Dog • Challenges • Solution
- 4. Started in 1983 as a take-out coffee and muffin shop in Philadelphia Four star rated restaurant Serves approx 138000 customers per year with 110 employees In 2006, made a sale of $387480 with a net profit of $60560
- 5. • Social Entrepreneur, speaker, author and mentor • In 2001, she founded the Sustainable Business Network of Greater Philadelphia • Co-founded the international Business Alliance for Local Living Economies, BALLE • Recipient of International Association of Culinary Professionals Humanitarian Award
- 6. People Planet Profits •Sunshine Fund •$20,000 grant for suppliers •Mentoring •Lunch with senior •100% Electricity generation by renewable resources •Organic farms •Humanely treatment of animal •Recycle •14.82% s-15.62% (Industry median 3.2%) •Stagnant Profits
- 7. COGNITIVE CAMPAIGNS Educational programs for customers Mentoring Programs ACTION CAMPAIGNS 20 % profit donation to Charity Encouraged staffs to donate to charitable organizations Humanely treatment of animals Used renewable energy resources like wind and solar power BEHAVIORAL CAMPAIGNS Clean and smoke free atmosphere Motivate Employees to work - Green Team Table for 6 Billion Please VALUE CAMPAIGNS Encouraged HIV/AIDS campaigns. Raised awareness of realities of war, organized trips to anti-war protests. Operation of sister restaurant programs
- 8. SUSTAINABILITY Performance Marketing Brand & Customer Equity Ethics Community Environment Legal Relationship Marketing Maintaining good relations with Suppliers, Business Partners and Customers Internal Marketing
- 9. Enhance Company Image Eliciting Brand Engagement Sense of Brand Community Evoking Brand Feeling Brand Awareness Strong Consumer Bond Increases Market Value Drives Sales
- 10. To sustain the growth of the restaurant with incorporating its social commitments To find the right successor for the company
- 11. RECOMMENDATIONS 1 • Form White Dog Governing Trust 2 • Collaborating with external organizations 3 • Promoting an employee
Editor's Notes
- People : Building brands in way that builds capacity rather than just making sales, enabling people to do more for themselves and their worlds, rather than just buy your product or service. Planet : Social and environmental issues are more important than ever. For business, they represent some of the greatest opportunities to find new markets of profitable growth, more lasting and engaging sources of competitive advantage, and more effective ways to reduce cost and risk. Consumers no longer feel conflicted by the issues, but committed to supporting change. Profits : CSR (corporate social responsibility) strategies were typically peripheral compensation for the damages already done, relieving the guilt of companies that couldn’t see the light. They were the clean caring icing on the big dirty cake. They sought to protect superficial and increasingly fragile reputations. “People and planet and profit” is much more than that. It is about moving the issues of sustainability from the fringes to the heart of business. It demands that business leaders rethink fundamental strategic questions – why we exist, where we should focus, how we are different, and why people will choose it, want to work for us, and invest in our businesss
- COGNITIVE CAMPAIGNS Educational programs for customers- Story telling, Table talks, Community Tours and International Tours Mentoring Programs- scholarship for students, -
- Helps in Maintaining good relations with Govt, Clients and Customers