Assignment:
1. Should Dannon start to proactively communicate to consumers about its CSR initiatives, and if so, what benefits and risks would Dannon face? What would be the implications for Dannon's current CSR initiatives? What, if anything, would it require in terms of additional CSR programs?
2. How does having a corporate parent (Danone, headquartered in Paris) impact Dannon's decision about whether to externally communicate its CSR programs? What benefits and risks does having Danone as a corporate parent introduce to Dannon's CSR communication plans?
3. Assuming that Dannon decides to communicate to consumers about its CSR initiatives, please come up with a focus and communication strategy for the campaign. Be prepared to share your communication plan in class.
Read the case (PDF) and answer those questions.
Readings:
The Dannon Company: Marketing and Corporate Social Responsibility
By Christopher Marquis, Pooja Shah