SC Johnson's CSR Initiatives - Testing the 'Base of the Pyramid' Protocol


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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:

Price:
Case Code : BECG072 For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Rs. 25 for Shipping & Handling Charges

Themes

Social Responsibility, Societal Marketing
Case Length : 19 Pages
Period : 1994-2006
Pub Date : 2007
Teaching Note : Available
Organization : SC Johnson
Industry : Consumer Products
Countries : US

Abstract:

The case discusses US based SC Johnson's involvement in designing and testing the Base of Pyramid (BOP) protocol. Since its inception, the company had initiated several corporate social responsibility initiatives for the benefit of its employees, environment and the communities in which it operated. When BOP protocol was launched in the year 2004, SC Johnson proactively extended its support to the protocol. In order to test the protocol, a team was sent by SC Johnson to Kenya to create mutual value for the company and the communities. The team went about testing the protocol in three stages and established a new channel to market SC Johnson's products to the BOP consumers.

The company also worked with the Pyrethrum farmers in Kenya to find a sustainable source of natural pyrethrum. The success in few of the BOP ventures led SC Johnson launch new products targeted specifically at BOP consumers.

Issues:

» Understand the concept of the Base of Pyramid protocol

» Examine the needs of the consumers at BOP

» Analyze SC Johnson's efforts towards creating mutual value for the company and the communities in which it operated.

» Evaluate sustainable business opportunities for MNCs in BOP markets

Contents:

  Page No.
Introduction 1
Background Note 2
Base of Pyramid Protocol 5
SC Johnson and the BOP Protocol 6
The Benefits 10
Exhibits 12

Keywords:

SC Johnson, Base of the Pyramid Protocol, Corporate Social Responsibility, Societal Marketing, Base of the Pyramid Markets, BOP Strategy, Global Environmental and Safety Actions, Greenlist, Building the Ecosystem, Enterprise Creation, Mutual Value Creation, Malaria Prevention Program, Sustainability, Poverty Alleviation

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