王老吉——企业社会责任筑就的品牌辉煌PPT课件

1、王老吉(Wang Laoji): Being established in 1850, taken as medicine initially. Brand value: 2.24 billion RMB Rank 5 in “Chinese top 100 tradition brands” Important strategy adjustment in 20021. Re-position the product as beverage, single product2. Promoted focusing on “reduce the internal fire of people”B

2、ackgroundBackground 第1页/共11页32.54912024681012142002200320042005200620072008BackgroundBackground Revenue trend from 2002-2008 (billion RMB)第2页/共11页Branding strategyBranding strategyValue 2.24 billion RMBAccumulated ReputationPerfectPositioningCSR(Value sharing)Scholarship programCharitable

3、fundDonations第3页/共11页CSR of Wang LaojiCSR of Wang LaojiDonation:100 million for the earthquake disaster in Si Chuan 2008.Cooperate with internet marketing company:“要捐就捐一个亿，要喝酒喝王老吉”110 million for Yu Shu earthquake in 2010 第4页/共11页Scholarship program_Help poor students achieve their dream:CSR of Wang

4、 LaojiCSR of Wang Laoji第5页/共11页CSR of Wang LaojiCSR of Wang LaojiScholarship programStarted from 2001, being lasted for 10 yearsCovered more than 30 provinces & cities in ChinaHas helped 3581 students keep studying, with more than 20 million sponsorship第6页/共11页CSR of Wang LaojiCSR of Wang LaojiC

5、haritable fund1. Monthly donation by employees, up to 176,000 RMB until now2. “Sunny Playground”, helped 25 primary schools to build up playground3. Donated 1500-2000RMB/year for 1000 orphans, lasted for 3 years4. Advertised on CCTV, invited 5523 people to join the fund5. Donated for YuShu earthquak

6、e第7页/共11页CSR of Wang LaojiCSR of Wang LaojiCSR or Marketing? Consistent: involved in many activities, lasted more than 10 years Positive influence: Kept advocating social responsibility Result: Very impressive第8页/共11页CSR of Wang LaojiCSR of Wang LaojiFinal conclusion- Wang Laoji is a great CSR example1. Achieved impressive result2. Widely influenced public 3. Enh