Marketing and Society: An Analysis of Coca-Cola's CSR Initiatives

This report examines Coca-Cola's Corporate Social Responsibility (CSR) initiatives, focusing on their alignment with marketing strategies and societal impact. It begins with an introduction to the concepts of marketing and CSR, highlighting their interconnectedness. The report then delves into Coca-Cola's specific CSR activities, such as its partnership with Amref Health Africa and the Green Economy Village project in Turkey, assessing these initiatives against the CSR model emphasizing People, Partners, Portfolio, Profit, and Planet. The analysis evaluates the company's sustainability efforts and social investments. The report also offers recommendations for improving Coca-Cola's CSR activities, including aligning with international human rights guidelines, collaborating with governments and NGOs, and focusing on long-term project planning. The conclusion emphasizes the importance of CSR for brand image, equity, and long-term sales consistency. References to academic sources support the analysis.

Running Head: Marketing and Society
Marketing and Society
Student ID 1

Running Head: Marketing and Society
Table of Contents
Introduction...........................................................................................................................................2
Task.......................................................................................................................................................2
a) Marketing and corporate social responsibility...................................................................................2
b) CSR activities of Coca cola and assessment of the CSR initiatives against the CSR model..............2
c) Recommendation for improvement of CSR activities.......................................................................3
Conclusion.............................................................................................................................................3
References.............................................................................................................................................3
Student ID 2

Running Head: Marketing and Society
Introduction
Marketing is an overall process which has the purpose of brand development and
improvement in sales. Marketing brings brand at the frontage in competition. Corporate
social responsibility is another social initiative taken by companies to develop society and its
economic condition. This present write up has focused on case study of Coca Cola’s CSR
activities.
Task
a) Marketing and corporate social responsibility
Marketing is not a single activity of a company but a cumulative action that combines many
initiatives and efforts for promoting products’ image. The overall purpose of marketing is
profit maximisation and this needs a coordinated performance and most importantly, these
elements constitute a good marketing strategy (Baker, 2014).
Corporate social responsibility is an organisational initiative to acknowledge responsibility of
operation with regard to environment and society (Tai & Chuang, 2014). This intends to
benefit society, environment and stakeholders by sustainable development. The definition of
CSR offers an understanding of the purpose of CSR and this refers to driving a change for
sustainable development for the benefit of society, environment and stakeholders along with
the end product users or the customers.
b) CSR activities of Coca cola and assessment of the CSR initiatives against the CSR
model
Coca cola undertakes the approach of social investment which gets its effect through five
stages in value chain, some of which are recognition for important success in sustainability,
improvement in the selling capacity of products for the duration for the CSR programmes and
even beyond that. Sustainability efforts are major priorities for the company. Coca-cola
Africa foundation has entered into a partnership with Amref health Africa for starting a
benefit in promoting accessibility to safe water and sanitation arrangement in the continent.
The company works for empowerment of women entrepreneurship (Carroll, 2015). In
Turkey, the company has a project named Green Economy village related to new world
Student ID 3

Running Head: Marketing and Society
programme launched by the local clean energy foundation. The CSR initiatives of the
company are aligned with the CSR model that puts emphasis on PEOPLE, PARTNERS,
PORTFOLIO, PROFIT, and PLANET. The company believes on people and collaboration
with large product lines aimed at profit maximisation in long run with focus on sustainability
development.
c) Recommendation for improvement of CSR activities
Coca cola must have thorough understanding of norms which constitute standardised
international human rights guidelines. It would be beneficial for them to take initiative for
implementing the standards. In each nation the company needs to have collaboration with
governments, NGOs, unions, local industry for development of accepted norms (Carroll,
2015). In efforts of improving working conditions, quality of life and economic feasibility the
human rights standards can be of great help. Global water supply needs more improvement
from the organisational perspective. The company needs to break down the time duration of
projects as per urgency with options of long term, short term and medium term project (Tai &
Chuang, 2014). The sustainability aspects of CSR also need continual attention and efforts
for persistent improvement and satisfaction of community and customers along with other
associates. If CSR leadership can be achieved by the firm, then development of moral cycle becomes
possible resulting into the improvement of brand image and brand equity in long run (Armstrong et
al, 2015).
Conclusion
CSR initiatives of Coca cola can be more fulfilling from the societal basis if more alignment
on social improvement and global human rights implementation can be ensured. The
company has an elevated level of brand image which can offer a steady growth of sales. If
marketing is a means for creating sales then, CSR ensures the long term consistency in brand
promotion.
Student ID 4

Running Head: Marketing and Society
References
Tai, F. M., & Chuang, S. H. (2014). Corporate social responsibility. Ibusiness, 6(03), 117.
Carroll, A. B. (2015). Corporate social responsibility. Organizational dynamics, 44(2), 87-96.
Baker, M. J. (2014). Marketing strategy and management. Palgrave Macmillan.
Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2015). Marketing: an introduction.
Pearson Education.
Student ID 5