Business Ethics and CSR
CSR Branding: Plopsaland
Group 8: Nore Bollen Kathrin Buschmann Frederik De Bruyne Olga Frantseva Ekaterina Pravednova
TABLE OF CONTENTS
INTRODUCTION BRAND POSITIONING POTENTIAL VALUE OF CR IN BRAND POSITIONING CSR CAMPAIGN: POSSIBLE ACTIONS COMMUNITY ENVIRONMENT WORKPLACE CSR CAMPAIGN: IMPLEMENTATION KABOUTER CARING COMMUNICATION Training Public Relations Direct Marketing Sales Promotions Internet Media Sponsorship Communication about Cooperation with Local Farmers EFFECTIVENESS OF COMMUNICATION REFERENCES EXHIBITS 9 10 10 11 11 11 12 13 13 15 16 8 5 7 7 3 3 5
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INTRODUCTION A talking dog and his boss, that is where it all began. Thanks to the success of ‘Samson en Gert’, a children’s program on Belgian national television, Gert verhulst, Danny Verbiest and Hans Bourlon got the idea that children’s television might be a big hole in the Belgian market. Therefore they founded Studio 100 in 1996, which is now the largest provider of children and family entertainment in the Benelux and is incredibly successful. They effectively launched shows like ‘Wizzy en Woppy’, ‘Kabouter Plop’, ‘Mega Mindy’ and others; furthermore, they also have the popular girls band ‘K3’ under their wings. Their shows on television and music bands target boys and girls in the age category of 1 to 12 year old and the shows are broadcasted on the leading national and commercial networks. Next to TV-shows and music bands, Studio 100 has a perfect vertical integration strategy ranging from audio, video, merchandising and licensing to books, websites, magazines and clothing, to their own amusement parks called ‘Plopsaland’. The company has an annual turnover of 107 million Euros and has, at this moment, a team of 720 full-time staff members. However, in terms of CSR related activities, Studio 100 has no clear positioning yet. Therefore we chose to rethink the CSR related strategy for the amusement Park Plopsaland, and more precisely Plosaland De Panne; the... [continues]
CSR Branding: Plopsaland
Group 8: Nore Bollen Kathrin Buschmann Frederik De Bruyne Olga Frantseva Ekaterina Pravednova
TABLE OF CONTENTS
INTRODUCTION BRAND POSITIONING POTENTIAL VALUE OF CR IN BRAND POSITIONING CSR CAMPAIGN: POSSIBLE ACTIONS COMMUNITY ENVIRONMENT WORKPLACE CSR CAMPAIGN: IMPLEMENTATION KABOUTER CARING COMMUNICATION Training Public Relations Direct Marketing Sales Promotions Internet Media Sponsorship Communication about Cooperation with Local Farmers EFFECTIVENESS OF COMMUNICATION REFERENCES EXHIBITS 9 10 10 11 11 11 12 13 13 15 16 8 5 7 7 3 3 5
2
INTRODUCTION A talking dog and his boss, that is where it all began. Thanks to the success of ‘Samson en Gert’, a children’s program on Belgian national television, Gert verhulst, Danny Verbiest and Hans Bourlon got the idea that children’s television might be a big hole in the Belgian market. Therefore they founded Studio 100 in 1996, which is now the largest provider of children and family entertainment in the Benelux and is incredibly successful. They effectively launched shows like ‘Wizzy en Woppy’, ‘Kabouter Plop’, ‘Mega Mindy’ and others; furthermore, they also have the popular girls band ‘K3’ under their wings. Their shows on television and music bands target boys and girls in the age category of 1 to 12 year old and the shows are broadcasted on the leading national and commercial networks. Next to TV-shows and music bands, Studio 100 has a perfect vertical integration strategy ranging from audio, video, merchandising and licensing to books, websites, magazines and clothing, to their own amusement parks called ‘Plopsaland’. The company has an annual turnover of 107 million Euros and has, at this moment, a team of 720 full-time staff members. However, in terms of CSR related activities, Studio 100 has no clear positioning yet. Therefore we chose to rethink the CSR related strategy for the amusement Park Plopsaland, and more precisely Plosaland De Panne; the... [continues]
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