2011

[BUSINESS ETHICS AND CSR]

Business Ethics And CSR 2011

BHAVANS COLLEGE
T.Y. B.M.S.-B BUSINESS ETHICS AND CSR TOPIC: PARLE-G

GROUP NUMBER-6
91 - SAURABH TANDEL. 92 - OLIVER RODRIGUES. 93 - PRIYANKA PARMAR. 94 - CRAIG NORONHA. 95 - BHUMIT GALA. 96 - SHIVALI DEVALKAR.

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ACKNOWLEDGEMENT

We are heartily thankful to our Professor, Mr. Sameer, whose encouragement, guidance and support from the initial to the final level enabled us to develop an understanding of the subject. Lastly, we offer our regards to all of those who supported us in any respect during the completion of the project.

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INDEX
SR. NO 1 TOPIC

INTRODUCTION TO ETHICS AND CSR ABOUT PARLE-G OVERVIEW OF PARLE-G

2 3

4 5

MY GREEN PLANET SARASWATI VANDANA

GOLU GALATA

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BUSINESS ETHICS
Business ethics (also known as corporate ethics) is a form of applied ethics or professional ethics that examines ethical principles and moral or ethical problems that arise in a business environment. It applies to all aspects of business conduct and is relevant to the conduct of individuals and entire organizations.

CORPORATE SOCIAL RESPONSIBILITY (CSR) THE SOCIETAL RESPONSIBILITY OF COMPANIES

Corporate social responsibility is basically a concept whereby companies decide voluntarily to contribute to a better society and a cleaner environment. Corporate social responsibility is represented by the contributions undertaken by companies to society through its business activities and its social investment. This is also to connect the Concept of sustainable development to the companys level. Over the last years an increasing number of companies worldwide started promoting their Corporate Social Responsibility strategies because the customers, the public and the investors expect them to act sustainable as well as responsible. In most cases CSR is a result of a variety of social, environmental and economic pressures.

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PARLE G

About the company A cream colored yellow stripped wrapper with a cute baby photo containing 10 12 biscuits with the companys name printed in Red and you know these are Parle G biscuits. Times changed, variety of biscuits did come and go but nothing has changed with these biscuits. Yes, the size of their packing has definitely changed but for the consumers good as these are money savers pack. The Parle name conjures up fond memories across the length and breadth of the country. After all, since 1929, the people of India have been growing up on Parle biscuits & sweets.

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Initially a small factory was set up in the suburbs of Mumbai city, to manufacture sweets and toffees. For around 75 years, Parle have been manufacturing quality biscuits and confectionery products. Over the years Parle has grown to become a multimillion-dollar company with many of the products as market leaders in their category. The recent introduction of Hide & Seek chocolate chip biscuits is a product of innovation and caters to a new taste, being Indias first ever chocolate-chip biscuits. All Parle products are manufactured under most hygienic conditions. Great care is exercised in the selection and quality control of raw material and standards ensured at every stage of the manufacturing process.

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"Corporate Social Responsibility is the continuing commitment by business to behave ethically and contribute to economic development while improving the quality of life of the workforce and their families as well as of the local community and society at large"

Overview Since 1929, Parle products, with its wide platter of biscuits and sweets are also actively engaged in changing and uplifting the social face of India. As a part of corporate social responsibility policy, Parle is keenly involved in overall development of the younger generation, with a focused endeavor to build the new face of India and spread happiness and joy all over. Parle Centre of Excellence-an institution dedicated to enrich The lives of people through conducting various cultural programs across all regions to facilitate the all round development of the children. Every year Parle organizes Saraswati Vandana in the state of west Bengal during the festival of saraswati puja, inviting schools from all across the state to participate. The event is one of much fanfare and celebration, keeping alive the cultures and traditions. The involvement of cultural activities has seen the inception of Golu Galata in Tamil Nadu, held during Navratri. It provides all the members of a house hold a platform to showcase their creativity and be judged by eminent personalities. Thousands of families participate and celebrate the occasion on a grand scale.

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This event gives Parle a chance to interact with children on a one-toone basis, and promote their belief of fun and health for the whole family.

My Green planet

Imagine the world full of trees, birds and animals. Parles products have been trusted by mothers and children across age groups as a nutritious snack that has helped them grow healthy and strong. It is but natural that Parle products would like to return the favour to a generation that has helped it grow. Parle products feel this is the best gift that they can give. A cleaner greener planet that they can treasure for generations to come. My green planet is an initiative that takes definitive steps towards conserving our eco system. Parle products is contributing in its own way by taking up various initiatives like planting more trees around India, conserving water, power and recycling waste. My green planet works across levels- from school students to environmentalists to media professionals and through them

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educate and empower everyone about the cause of environment conservation. One of Indias largest, most far reaching CSR initiatives ever. Launched in October 2009 Location Hyderabad

Saraswati Vandana [Enriching personalities]

Dedicated to enriching the lives of people across India, the Parle Centre of Excellence has been keenly involved with promoting programmes to facilitate the all-round development of children. Parle Saraswati Vandana, one of its initiatives, is an inter-school contest based on the Saraswati Puja celebrations. It gives the children an opportunity to exhibit their creative skills and makes the celebrations even more special in the process. Started in the year 2002 in Kolkata, it has seen a tremendous increase in the number of schools participating each year, with entries coming from schools of West Bengal. Every year a grand programme is organized by Parle in Kolkata to felicitate the winners. Here eminent personalities from the field of literature, education, art, films, media and politics grace the

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occasion. Performances by popular artistes make it a night to remember for every invitee present there. The awards and adulation makes it unforgettable for the winners.

Objective 1. Make a Parle biscuit a part of a childs life by seeding the brand value of a world of happiness through a ritualistic social event. 2. Own a sustainable property in schools.

Approach 1. Identify relevant events for brand association. 2. Enmesh brand values with the event for synergy 3. In effect build a strong bond with consumer. Insights 1. For an Indian student, being blessed by saraswati, the Hindu goddess of learning when she visits his/her school is the single most auspicious event. 2. The festival of saraswati puja is a collective celebration among students and teachers marked by spontaneity, color, passion and fun.

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Promotional strategy 1. Institute an inter school contest Parle Saraswati Vandana Between schools based on parameters of celebrating the ritual. 2. Run up press ad, letters to schools, TVCs on local network, press conference and announcement of scholarships. 3. Event-collaterals, TV coverage, jury visits to school, product sampling at the venue and event telecast. 4. Awards ceremony- TV infomercial promos, ceremony, concerts and thanksgiving. 5. All media coverage at minimal costs; TV channel as media partner. Results 1. Overwhelming response from 200 schools. 2. Participation of 75000 students from 109 schools. 3. Complete experiential communication- ongoing annual event. 4. Re-inforcement of brand image among students school bodies, government and media.

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Golu Galata About the Golu

During the festival of Navratri in South India, it is customary to display a "Golu", an exhibition of various dolls and figurines in odd (usually 7, 9, or 11) numbered tiers, also known as "Padis". These dolls and figurines comprise of Gods, Goddesses, demigods and more. The Golu's vary in theme from house to house - from the elaborate, extravagant ones to the simple, traditional and artistic ones. The Navratri Golu commences with the keeping of a Kalasam, a holy brass or silver pot filled with water and topped with either a coconut or a pomegranate on mango leaves. This Kalasam is kept on the first level. In the evenings, a "Kuthuvilakku" is lit, which is a small lamp, in the middle of a decorated "kolam"(Rangoli), before the Golu and

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devotional hymns and shlokas are chanted. After performing the puja, the food items that have been prepared, are offered to the goddesses. In the evening of "Vijayadasami", any one doll from the "Golu" is symbolically put to sleep and the Kalasam is moved a bit towards North to mark the end of that year's Navaratri Golu. Prayers are offered to thank God for the successful completion of that year's Golu and with a hope of a successful one the next year! Then the Golu is dismantled and packed up for the next year. The dolls are usually handed down from generation to generation, mother to daughter. Family heirlooms handed to the next in the family line.

The Golu Galata Contest By PARLE G

Navratri is one of Indias most celebrated festivals and this year PARLE-G wanted to take it to the next level. In its sixth year running, the Parle Golu Galata Contest wished to give its participants a bigger platform to work its magic. With this in mind, it was decided that going digital seemed like the next best move. Thus giving participants all over the opportunity to

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showcase their Golus and compete on a larger scale. They believe in keeping tradition alive. All families find comfort in their festival traditions, and many look to grandparents as the guardians of rituals that unite all generations. With todays generation taking influence from various other global cultures, our own seem to fade away so effortlessly. For most, its a family get-together to celebrate the coming festivities. But for some, it gives them good reason to meet up with family members whom they might only meet on big holidays due to geographical reasons or demanding schedules. For the past five years it has been our endeavor to keep the Indian festivities alive and kicking. To keep the festival of Golus from changing with the times. Come together as a family or even a circle of friends to make your Golu Galata stand out from the rest.

Other initiatives
Installation Of Hand Pumps. [Sankhol Village] Installation Of Ceiling Fans. Painting Poles And Cycles With Florescent Paint.[June10] Distribution Of Lunch Boxes, Spoons, Notebooks, Pens Interaction And Distribution Of Gifts To Children From Mother Teressa Foundation.
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Distribution Of Stationary To Students. Organizing Competitions And Distributing Gift And Prizes To Students.

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Bibliography
Business Ethics & CSR Anita Bobade www.parleproducts.com www.google/parle.com www.wikipedia.com www.yahoo.com

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THANK YOU

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