Project Red Essay

1041 words - 5 pages

Group 4
CASE III
1. Discuss the four components of corporate social responsibility (CSR) and how they relate to a charitable campaign such as (Product) RED. How does participation in a cause-marketing event contribute to a company's CSR? What role does sustainability play?
Corporate Social Responsibility or CSR, generally being defines as a business concern of the welfare or wellbeing of the society, and run their business activities and operations in lawful and legally accepted manner to generate profit for the company. The four components of corporate social responsibility are Economic responsibilities by being profitable to the company, Legal responsibilities by obeying the law or ...view middle of the document...

Partnership between product (RED) and Gap does show some social responsibility on trying to support to find the cure for AIDS, and also at the same time they tried to change the perception of the consumer on their brand. Despite critics and bloggers who claimed Gap as being hypocrite for the partnership with Bono’s cause, the general public is probably less likely to see it negatively. For them, anything that has been appeared and approved in the Oprah’s show is generally accepted as a good thing, which includes cause event marketing, like Project (RED). In fact, the t-shirt that Oprah Winfrey wore on her TV show became the top selling item in Gap’s history. This shows that the shoppers were enthusiastic enough about the partnership and willing to spend their money on the product (RED). However, I do have to agree with the critics though, if GAP really cared about helping the Project RED and making different, they should first, take charge to solve the main issue that they are facing. Which they should treat their employees all around the world, better. This is not to say that this attempt by them to help with this project is not great, but you cannot expect that this one good act will clear out the fact of how the public knows the bad reputation of you treating your employees. Not for a short period of time.

3. Describe the various types of technology that have contributed to the media coverage, marketing efforts, and public discussion of the RED campaign.
The launch of Product (RED) received a wide coverage by the mass media, especially by the television network. Besides television new and programs, the project (RED) has become the hot topic discussion over the internet. Numerous numbers of bloggers on the net has their own opinion regarding the partnership of this fundraising project with the participating companies. With RSS (Really Simple Syndication), the (RED) marketers are able to blog or update everything about the campaign, and also able...

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