CSR Driven Brand Marketing: The Case of Toms

Doris Mensah

Studenteropgave: Speciale

Abstrakt

This research investigates the concept of Corporate Social Responsibility and Branding and how organizations can integrate CSR initiatives with strategic brand management. The project analyzed and discussed Toms Group CSR activities in West Africa more especially in Ghana in relation to child labor and the conditions of cocoa farmers and what the company is doing in terms of CSR strategy that can benefit the brand of the company. The study empirically made semi-structured interviews with the CSR manager as well as some cocoa farmers in Ghana. Also, quantitative in the form of an online survey was conducted. The study revealed a disconnect between what Toms and the western chocolate companies claim to have been doing with respect to CSR and what actually get to the cocoa farmers and their communities. The analysis of the interviews with cocoa farmers shows a clear need of transparent CSR issues in the way in which cocoa trading companies source raw cocoa. This is visible in the language that cocoa farmer use. Applied CSR issues could help to raise awareness of Western customers to issues of how cocoa is farmed, harvested, sold, and distributed. Investing in CSR coupled with strategic brand management ensures strong brand identity, which in turn leads to strong brand awareness and improved brand image. Strong brand awareness and improved brand image ensures sustained sales and profitability and thereby long term survival of companies.

UddannelserVirksomhedsledelse, (Bachelor/kandidatuddannelse) Kandidat
SprogEngelsk
Udgivelsesdato15 mar. 2016

Emneord

  • Cocoa farming, child labor, fair trade
  • CSR,Branding,Toms