Corporate Social Responsibility Kimberly Clark Case Study

Topics: Marketing, Corporate social responsibility, Sustainability Pages: 17 (4974 words) Published: July 2, 2010
EXECUTIVE SUMMARY
Kimberly Clark is a worldwide leading health and hygiene company, and has won global recognition in relation to social and environmental responsibilities. In spite of this recognition, the nature of the FMCG industry has hindered the extensive efforts of KCA’s CSR programs and activities. To reduce consumer scepticism and enhance consumer confidence with KCA, we have identified key elements instigating reform within their current CSR policies. Despite KCA’s extensive involvement of CSR programs and activities, the nature of the FMCG industry has consequentially undermined the sincerity and credibility of KCA’s proactive efforts to take social responsibility beyond the realms of meeting legal obligations. To address these issues, we have established recommendations supported by academic research and scholars on the basis of changing trends and values of society. Firstly, to justify the credibility of KCA’s CSR activities, we have endeavoured an in-depth analysis of the current trend and direction of new technological developments which can facilitate long term changes impacting on the environment. Furthermore, it is critical to assess how effectively CSR activities have been implemented, and whether or not society will be receptive and gain consumer confidence regarding KCA’s CSR activities. Proposed recommendations have been developed according to Cause Related Marketing (CRM) model concepts, which will facilitate the enhancement of credibility and sincerity of KCA’s involvement and concern for social issues. In order to build strong and trustful relationships with its customers, we relate how CRM within CSR can actually improve the overall brand corporate image of KCA. Also techniques that KCA can use in designing or conveying such social issues through their advertising have been mentioned. Radical recommendations have been proposed in a manner in which KCA can successfully implement its CSR programs through internalizing communication with employees, facilitating the alignment of incorporating CSR programs with the company culture. By adopting the above recommendations, KCA should be able to combat the negative stigma that FMCG industry is harmful to the environment. By addressing the core elements that contribute to scepticism and resistance to consumer confidence development, it is believed that social perceptions can be changed in the long term.

TABLE OF CONTENTS
WHAT IS KIMBERLY CLARK AUSTRALIA CURRENTLY DOING? ...............................4 WHAT ARE THEIR COMPETITOR’S DOING? ……………………………………………………….4 WHAT DO CONSUMERS FEEL ABOUT CSR MARKETING CLAIMS? ………………………5 WHAT CAN KIMBERLY CLARK DO? ……………………………………………………………………5 -9 Change Value and Technology………………………………………………………………..…..5 -6 Using Cause Related Marketing………………………………………………………………..…6 -7 Social Topic Information……………………………………………………………………………..7 -8 Internal Adoption of CSR…………………………………………………………………………… 8 -9 REFERENCES…………………………………………………………………………………………………….10 - 11 APPENDICES…………………………………………………………………………………………………….12 - 19 Appendix A: Competitor CSR Activities

Appendix B: Annual Bioplastic Production Capacity Statistics Appendix C: Unilever Adoption of HDPE
Appendix D: How CRM can enhance Brand Image?
Appendix E: Aircel ‘Save Tigers’ Campaign Strategy
Appendix F: PESTL Analysis

WHAT IS KIMBERLY CLARK AUSTRALIA CURRENTLY DOING?
Kimberly-Clark Australia believes that corporate social responsibility and sustainability are best achieved by embedding core values, corporate codes of ethics and policies, procedures and practices (KCA Sustainability Report, 2009).

KCA has been recognized as a sustainable leader since the early 1990s with local programs that includes water, energy and waste landfill reduction programs. KCA has achieved exceptional results across all areas of CSR and has gained appreciable global recognition. Some of their major achievements include:

* KCA was ranked 1st in the Personal Products...

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Kleercut (2009), Greenpeace 's Response to Kimberly-Clark 's Propaganda, viewed 17th May, 2010, http://kleercut.net/en/ResponsetoKC
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perspective. Academy of Management Review, 26: 117-127
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Mirchandani, D. & Ikerd, J., 2008. Building and maintaining sustainable organizations. Organization Management Journal, 5(1), 40–51.  
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Procter & Gamble Sustainability Report 2009, viewed 19th May, 2010, <http://www.pg.com/en_US/downloads/sustainability/reports/PG_2009_Sutainability_Report.pdf>
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* External Manufacturing
(J&J Sustainability Report, 2008)
(P&G Sustainability Report 2009)
Appendix B
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