10 step marketing plan for the afcsr [autosaved]

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10 Step Marketing Plan for the Asian Forum on

Corporate Social Responsibility (AFCSR)

Ryan Vincent UyOctober 2010


5 Steps for Part 1(PTM and Positioning)

1. PTM for AFCSR includes: CEO/top and middle management, CSR managers and practioners, NGOs, government, and multilateral stakeholders

2. New CSR trends and case studies3. LCF Philippines, CSR Asia4. Other brands focus on old CSR trends and have a few

mix of participants from various sectors of society.5. Based on a survey conducted by IBM in 2008 involving

1,130 CEOs in 40 countries that 42% of Asia Pacific Companies are increasing their CSR investment, 81% also believes that CSR is a key differentiating component of business strategy.


5 Steps for Part 2 (Marketing Mix & Strategy)

6. Asian Forum on Corporate Social Responsibility (AFCSR Conference and Expo)

7. Price: $585 USD8. Promo: Early Bird rate almost 15% discount: at $495

USD9. Place: various AFCSR conference have been held in

various Asian countries such as: Thailand, Vietnam, Indonesia, Malaysia, Singapore, Philippines, for the 2011 conference India is the target venue.

10. Is a leader in the advocacy in CSR for 10 years.

http://ryanvincentuy.blogspot.com 4

Positioning to the Primary Target Market

Part 1:Steps 1 to 5


1.My primary target market (PTM) is..

Demographics (25-70, M/F, ABC) Lifestyle (Corporate, social

entrepreneurs, advocacy groups, civil society)

Behavior (social license to operate, reducing footprint, enhancing corporate value and citizenship)


Value Creation

Harm minimizati

onCompliance

2a. My PTM’s NEWLevels of Corporate Engagement in Issues vis-à-vis Maslow’s Heirarchy of Needs

Source: Alfonso, F. Quiambao, R. And Roman, F. (2005) Social Responsibility and Governance in the Philippines

I want to be strate

gic

Benefits the company and community

I want to be “in”

Benefit the

company only


Corporate Social Responsibility (CSR) is a movement that seek profitable solutions to environmental and social problems of the corporation and the society.

Source: AIM RVR CSR Center


Needs Wants Expectations

CEO/ Top/ Middle Management

Understand the concept of CSR

To know how it will benefit the company in general

To know how to create actually implementable policy guidelines

CSR Managers and Practioners

New practical tools on how to implement and evaluate CSR programs

Want to learn new trends

Expects to know practical application of CSR practice

NGOs, civil society, multilateral stakeholders and governments

Needs to partner with the private sector

Wants the company to implement CSR

Expects company to create CSR programs and be accountable to society

2b. AFCSR PTM’s: Needs, Wants and Expectation


3a. AFCSR competitor

Direct: CSR Asia Summit, Asia Pacific Corporate Social Responsibility Conference

Indirect: Sustainability, Labor, Environment, Mining, Workplace conference

Variables: Price, Conference theme, location, speakers, sponsorships


3b. Competitive Position Map

AFCSR

LCF

CSR Asia Summit

Responsible Mining,

Sustainability

Conferences

Regional CSR Conferences

Local CSR conference

Specific CSR conferences


ACSR Comparison

AFCSR CSR Asia Summit

Full Price $ 585 $ 590

Strategic Partner Price FREE $ 472

Multiple Delegate Price $465-$520 $413-$472

Number of delegates 400-500 300

Number of Sponsors and Partners

50 40

Number of confirmed Speakers

57 45


4. AFCSR’s position strongly in a niche market opportunity

AFCSR is the leading regional conference on CSR in Asia It’s the longest running CSR

conference in Asia- 10 years! It has an extensive network and

partnerships with leading CSR experts


5a. CSR is a growing need for companies

Based on a survey conducted by IBM in 2008 involving 1,130 CEOs in 40 countries that 42% of Asia Pacific Companies are increasing their CSR investment, 81% also believes that CSR is a key differentiating component of business strategy.

According to the Boston College survey, corporate citizenship leaders spend most of their time building relationships inside and outside of the company, about 85% of the time all told. As this is a relatively new development, the vast majority of them stated that they had backgrounds in other fields other than CSR or corporate citizenship: 93% to be exact. Nevertheless, almost 70% have taken steps to educate themselves in this field, with about 20% stating they completed a certification program.


5b. Based on competitor data on CSR delegate and participants

SOURCE: http://www.manilatimes.net/national/2006/oct/25/yehey/business/20061025bus6.html

CSR ASIA SUMMIT DATA

Explore cutting-edge CSR issues that matter to your businessNetwork with over 300 international speakers and delegatesShare Asia’s best practice case studies in 18 breakout sessionsEngage in more in-depth discussion with our unique feature: World CaféVisit exhibition booths that showcase the latest CSR initiativesAttend practical pre- and post-conference training events to enhance your CSR skillsAttend invitation-only events:

Community Investment Round Table (CIRT)CSR Asia Stakeholder Forum (ASF)


5b. Estimate the market size based on AFCSR data

1. AFCSR is the longest running CSR conference in Asia, it has delegates from more than 40 countries from Asia to Europe to the Americas.

2. AFCSR has the most number of delegates and participants, it has 500 delegates 30 breakout sessions and more than 50 expo booths, it also has the Intel Award, and the RVR Award on CSR

3. Since 2002, the AFCSR has been growing, from an initial participant of 200 mostly local (Philippines) it has now grown into 500 yearly participants from all over the world. It has also created strategic partnerships with multinational companies, and CSR advocacy groups.


5c. Estimate the market size using customer data

Item200

2200

3200

4200

5200

6200

7200

8200

9 Number of delegates 388 308 283 418 528 550 473 494

Number of award entries Na 140 197 160 178 185 170 211

Based from the number of award entries, there is a growing number of companies that have been participating in CSR conferences and there is an increase in the number of CSR programs being implemented.


5d. CSR conference:

Based from the number of delegates and participants, from competitor and own data, there is an increase in companies and individuals that have begun to advocate CSR as a business strategy.

Aside from this, there is a growing number of academic institutions that have also integrated CSR into their core curriculum, a good example is AGSB, with its Mulat Diwa. International academic institutions have also begun offering CSR course.

Finally, based from internet research on CSR, two to three years ago, there was a scarce number of written articles on CSR. Today, there is a plethora of literature on the said topic. It is difficult to provide a best estimate of the actual market size, but a good number is the Philippine Stock Exchange where majority of companies listed have their own CSR program being implemented and developed.


The Marketing Mix Strategy

Part 2:Steps 6 to 10


6a. Photo of product category


6b. Product Description

AFCSR is a CSR conference that caters to CEO/ top and middle management, the initial aim of the conference was to educate and promote CSR as an effective business strategy.

Today, the conference highlights the best CSR practices and highlights new CSR trends and practices.


7. Price

Since 2002, the price for the conference has not increased. For the regular rate: $585 USD

The regular price of the AFCSR is still cheaper than the nearest competitor.

There is also a early bird rate $ 495 USD


8a. Promo

The AFSCR has a number of media partner that helps in promoting the conference. Media, newspapers and the internet. The conference is also connected via twitter.


8b. Competitor promo

They also have newspaper articles in Hong Kong Economic Times


9. AFCSR is a regional conference

Year Place

2002 Philippines

2003 Thailand

2004 Malaysia

2005 Indonesia

2006 Philippines

2007 Vietnam

2008 Singapore

2009 Philippines

2010 Malaysia

2011 China/India (sites being chosen)


10. AFCSR is a niche leader

AFCSR main strategy is to dominate the CSR conference in Asia. It is the leading CSR conference based on the number of delegates and sponsors of the event.

The price of the conference is also cheaper compared to other CSR conference. The AFCSR is still the lead in setting the trend on new CSR practices.


SUMMARY


5 Steps for Part 1(PTM and Positioning)

1. PTM for AFCSR includes: CEO/top and middle management, CSR managers and practioners, NGOs, government, and multilateral stakeholders

2. New CSR trends and case studies3. LCF Philippines, CSR Asia4. Other brands focus on old CSR trends and have a few

mix of participants from various sectors of society.5. Based on a survey conducted by IBM in 2008 involving

1,130 CEOs in 40 countries that 42% of Asia Pacific Companies are increasing their CSR investment, 81% also believes that CSR is a key differentiating component of business strategy.


5 Steps for Part 2 (Marketing Mix & Strategy)

6. Asian Forum on Corporate Social Responsibility (AFCSR Conference and Expo)

7. Price: $585 USD8. Promo: Early Bird rate almost 15% discount: at $495

USD9. Place: various AFCSR conference have been held in

various Asian countries such as: Thailand, Vietnam, Indonesia, Malaysia, Singapore, Philippines, for the 2011 conference India is the target venue.

10. Is a leader in the advocacy in CSR for 10 years.


10 Step Marketing Plan for the Asian Forum on

Corporate Social Responsibility (AFCSR)

Ryan Vincent UyOctober 2010

Documents

10 step marketing plan for the afcsr [autosaved]