|
_SLIDE_1_
Would You Be a denizen ofDongrami?
IMC Strategy for CSR of Hyundai Car
_SLIDE_2_
Situation Analysis
_SLIDE_3_
Trend of CSR
CSR is the business policy has pervaded all over the world
More than 90% corporates have done CSR activity
CSR is Not Optional, But essential
Source : FKI
_SLIDE_4_
MOVE
EASY MOVE
For disabled person
Development of welfare car,
Supply electric wheelchair
Gift car, Social welfare, Education/ Scholarship,
Support for Sports, Culture/Art….
CSR of Hyundai Car
SAFE MOVE
For children
Car accident prevention program
Realizing 유자녀’s wish
GREEN MOVE
For environment
Restoration of ecosystem
Green zone, Planting trees
HAPPY MOVE
From employees
Volunteer work
_SLIDE_5_
They know the CSR
advertised
‘Gift Car Campaign’
‘…(생략)
1. Yuhan-Kimberly
2. SK
3. Amore Pacific
|
030
Psychological Characteristic
High sales corporate ≠ Good Corporate
Benefit
Emotional : Joy of join
Self -express : Feeling of pride and accomplishment through the direct experience
_SLIDE_11_
Stakeholders
Hyundai’s CSR
Consumer
Employee
Opinion Leader
Beneficiary
Media
Community
NGO
Be affected directly
Join in our campaign
Write the publicity
Make press corps
_SLIDE_12_
Positioning
_SLIDE_13_
Perceptual Map
Concentrate on
1 cause
Concentrate on
Many causes
One-way CSR
Two-way CSR
Join not just corporate
but also the other publics
_SLIDE_14_
Dongrami[동그라미]
同 1. 한가지 2. 함께 3. 같다 4. 모이다 5. 화합하다
Brand Dongrami
_SLIDE_15_
Identity of DONGRAMI
Interactive
Value Proposition
Emotional : Warmth of Giving, Familiarity between beneficiary and volunteer
Sense of Belonging as ‘Dongrami’
Self-Expressive : Pride as good people to society
SYMBOL
PRODUCT
PERSON
ORGANIZATION
Program of l
인 쇄
바로가기
IMC Strategy for CSR of Hyundai Car.pptx
[Size :
2 Mbyte
]
장바구니
