Corporate Social Marketing in Corporate Social Marketing in Brazil’s food industries: an Brazil’s food industries: an

analysis of the communication analysis of the communication processprocess

Francisco Giovanni David VieiraFrancisco Giovanni David VieiraPatricia Soares Azoline CorrêaPatricia Soares Azoline Corrêa

State University of Maringá/State University of Londrina

OverviewOverview Context and Literature ReviewContext and Literature Review Methodology ProceduresMethodology Procedures ResultsResults ConclusionConclusion

ContextContext Social ActionsSocial Actions

Font: IPEA, 2006

Found in 69% of the Brazilian companies

Northeast region - 74% Southeast - 71% South - 69%

South - increase of 21% in one year (1999-2000)

Parana's ContextParana's Context Population (estimated Population (estimated

2007): 10.284.5032007): 10.284.503 Industry's sells growth Industry's sells growth

(2007): 10,27% (2007): 10,27% -- the best the best result since 1986result since 1986

Food products contribuited Food products contribuited with an increase of 15,36% with an increase of 15,36% last yearlast year

Since 2002, the food and Since 2002, the food and beverages segment beverages segment increased 33,63%increased 33,63%

FONT: FIEP, 2008 and Folha de Londrina from Feb 12, 2008.

LiteratureLiterature ReviewReview

Government: new positioning and social/commercial demandsGovernment: new positioning and social/commercial demands Extended definition of Marketing ( Kotler and Levy, 1969)Extended definition of Marketing ( Kotler and Levy, 1969) Corporate Social MarketingCorporate Social Marketing Objective of this paper: how the communication process in the Objective of this paper: how the communication process in the

Corporate Social Marketing programs in the biggest food Corporate Social Marketing programs in the biggest food industries in the state of Paraná, Brazil is characterizedindustries in the state of Paraná, Brazil is characterized

CAUSE

PEOPLE HELPED

COMPANY

MARKET

Font: Guardia Massó (1998)

MethodologyMethodology Qualitative approachQualitative approach Multicase studyMulticase study first semester of 2007first semester of 2007 Interviews Interviews 6 companies 6 companies –– 2 managers from each2 managers from each Documental research Documental research -- means of communication means of communication

such as newsletters, magazines, booklets, such as newsletters, magazines, booklets, websites, folders and advertising materialwebsites, folders and advertising material

Data analyses Data analyses –– content's analyses (according content's analyses (according Bardin, 2004) Bardin, 2004) –– QSR NVIVO QSR NVIVO

ResultsResults Consequences brought by the CSM programs in the Consequences brought by the CSM programs in the

industries studied:industries studied:-- changed the way the company worked, bringing changed the way the company worked, bringing

together two departments that used to work apart together two departments that used to work apart (social actions and marketing)(social actions and marketing)

-- Social elements included in the marketing programs Social elements included in the marketing programs --different brand positioning in the public’s mindsdifferent brand positioning in the public’s minds

-- the CSM now enriches all the communication the CSM now enriches all the communication programs because the social programs are related programs because the social programs are related to the values advertised. to the values advertised.

-- Important: social elements are connected with the Important: social elements are connected with the corporate brand.corporate brand.

ResultsResults Publics involved in the communication Publics involved in the communication

process: divergence from theoryprocess: divergence from theory

Target PublicCommunication

Employees and families

Local Communities

Shareholders

Partners and clients

Consumers

Stakeholders left

ResultsResults Communication ProcessCommunication Process

InternalInternal ExternalExternal

MeansMeans Newsletters, magazines, Newsletters, magazines, memo boards, intranet, memo boards, intranet, meetings and emeetings and e--mailsmails

specialized magazines and specialized magazines and newspapers, press kit, reports and newspapers, press kit, reports and bookletsbooklets

ObjectiveObjective Change the behaviorChange the behavior share the company’s values, share the company’s values, strengthen the corporate image, strengthen the corporate image, develop and maintain a good develop and maintain a good relationship with the community relationship with the community and transparencyand transparency

Kind of Kind of informationinformation

Why and what the Why and what the company is doing and company is doing and volunteers work volunteers work

Related to the social programs, Related to the social programs, numbers, causes assisted, numbers, causes assisted, employees interacting with the employees interacting with the society, products.society, products.

ResultsResults an increase of productivity, an increase of productivity, loyalty and a decrease in loyalty and a decrease in the turnover ratesthe turnover rates

Unclear. But helped companies to Unclear. But helped companies to differentiate from the market is differentiate from the market is mentionedmentioned

ConclusionsConclusions The social actions are linked with the corporate brand, and The social actions are linked with the corporate brand, and

not with the product’s.not with the product’s. This influences the results, in turn exposed by the managers This influences the results, in turn exposed by the managers

who think the company improves the market share but they who think the company improves the market share but they can not be sure and measure that, as they could if the can not be sure and measure that, as they could if the relation were with the products’ brand.relation were with the products’ brand.

Communication focus: Hardly will the consumers know about Communication focus: Hardly will the consumers know about the companies’ social actions, because there has not been the companies’ social actions, because there has not been any notice found about it in the elements the consumer has any notice found about it in the elements the consumer has contact.contact.

Results: the managers do not explore all CSM benefits Results: the managers do not explore all CSM benefits The motives of this managers’ behavior can be due to the The motives of this managers’ behavior can be due to the

following: lack of knowledge about CSM strategies and following: lack of knowledge about CSM strategies and practices; insecurity about publishing the social actions the practices; insecurity about publishing the social actions the company does, and the belief this will not influence the company does, and the belief this will not influence the consumer in the moment of buying.consumer in the moment of buying.

ConclusionsConclusions Limits: Limits: -- other companies’ segments; other companies’ segments; -- small and medium companies. small and medium companies.

Contributions: Contributions: -- to develop the discussion about CSM; to develop the discussion about CSM; -- to know the differences from the theory and how is the to know the differences from the theory and how is the process in the industries.process in the industries.

Future studies suggestions: Future studies suggestions: -- replication in the future; replication in the future; -- researches focusing: the image the stakeholders have researches focusing: the image the stakeholders have X and the objectives exposed by the managers.X and the objectives exposed by the managers.