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Quest 2: A Green Profile: corporate social responsibility
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Focus: |
A green profile: corporate social responsibility |
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Objective: |
To produce and agree on part of a re-branding marketing strategy, as a board of directors, for the supermarket’s latest Green for Our Children’s Futures initiative. For example, marketing a new brand (the green range) or changing the company’s marketing strategy and supply chain management to make it more sustainable and marketing that initiative. |
Product Success Criteria:
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The board will agree a logo to support the initiative. See the Fairtrade Foundation for an example.
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It will produce a poster for worldwide distribution encapsulating the new profile
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It will issue a press release outlining:
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The reasons for the initiative
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The impact on its range of products and their sources
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Pricing implications
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The expected impact of the initiative
Organisation:
This Quest lends itself to students working in groups of not less than eight. Roles to be agreed could include: chief executive officer, marketing director, finance director, sales director, public relations director, advertising agency, education adviser (links to schools), market researcher, creative director and buyer/range selector
Research could include:
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Contacting supermarkets to investigate their CSR programme or green profile
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Interviews with supermarket managers
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Interviews with the public as part of market research
Development:
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In role play produce a response by a major rival chain to this initiative
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Role play an interview for Radio 4’s Today programme
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Contrast this with a similar interview on The One Show
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