Introduction
Modern marketers use various tools to increase the popularity of the brand companies and the effectiveness of marketing strategies. One such quality tool is Corporate Social Responsibility (CSR). The peculiarity of this strategy is to gain advantages both for the company and society. Giant companies such as Coca-Cola and Apple Inc. effectively use CSR to increase the love for their brand while at the same time making buyers confident in the company’s care about them and the environment.
Coca-Cola CSR Example
The example of corporate social responsibility in the case of Coca-Cola is a compelling example of double standards. On the one hand, the company contributed to the sustainable development of society. On the other hand, it significantly increased the love for its brand (Arabian Marketer, 2015). This method can be considered a genuine attempt to contribute to society and an emotional marketing ploy to increase the brand’s popularity (Arabian Marketer, 2015). The result was a two-pronged approach: to run an effective marketing company, it was necessary to believe in their intentions regarding benefitting society.
Apple Inc. and CSR
As another example of using CSR, it will be essential to consider the activities of Apple Inc. Several years ago, the company took concrete steps to minimize the impact of the production of its products on the environment. An important step was the use of recyclable materials and a program to enable the recycling of iPhones (Nölke & May 2018). Apple Inc. is taking such steps to gain profits for itself, reduce its impact on the environment, and improve people’s quality of life. According to Nölke and May (2018), “Apple provides an excellent example of the profound ambivalence that is at the core of CSR” (p. 378). The company has been successful because it has significantly reduced the environmental impact of its products and increased the love for its brand.
Conclusion
In conclusion, it is important to stress that two results condition the effectiveness of CSR. On the one hand, by using marketing, the company should increase its popularity and competitiveness. On the other hand, to positively influence society by making a specific contribution. Both Coca-Cola and Apple Inc. are succeeding. It is important to emphasize that in the case of Apple Inc., the company has increased its popularity despite its new inferior and less attractive packaging.
References
Arabian Marketer. (2015, March 11). Hello Happiness Phone Booth [Video], YouTube, https://www.youtube.com/watch?v=DMMjhtUl3Jk&ab_channel=ArabianMarketer
Nölke, A., & May, C. (2018). Handbook of the international political economy of the corporation. Edward Elgar Publishing.