Procter & Gamble: A CSR Perspective

-by Sarang Tilak, PGDB , S! SR"" Roll #o: $%&

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!#D"'
Topic no( 1. 2. 3. '. $. Topic Introduction and Mission Values of P&G Triple Bottom Line Concept in $ case of P&G: C!"!MIC#L aspect "VI%!"M "T#L aspect & (!CI#L aspect In # "uts)ell Page no( 3

11 21

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Procter & Gamble

Procter & Gam*le Co. +P&G, "-( : PG. is a /ortune $00, #merican 1lo*al corporation *ased in Cincinnati, !)io, t)at manufactures a 2ide ran1e of consumer 1oods. #s of 200&, P&G is t)e 23rd lar1est 3( Compan4 *4 re5enue and 1't) lar1est *4 profit. It is 10t) in /ortune6s Most #dmired Companies list +as of 2007.. P&G is credited 2it) man4 *usiness inno5ations includin1 *rand mana1ement, t)e soap opera, and 8Connect & 9e5elop8 inno5ation. #ccordin1 to t)e "ielsen Compan4, in 2007 P&G spent more on 3.(. ad5ertisin1 t)an an4 ot)er compan4: t)e ;2.<2 *illion it spent is almost t2ice as muc) as General Motors, t)e ne=t compan4 on t)e "ielsen list. P&G 2as named 200& #d5ertiser of t)e -ear *4 Cannes International #d5ertisin1 /esti5al. Procter & Gam*le )as e=panded dramaticall4 t)rou1)out its )istor4, *ut its )ead>uarters still remains in Cincinnati. P&G6s dominance in man4 cate1ories of consumer products ma?es its *rand mana1ement decisions 2ort)4 of stud4. /or e=ample, P&G6s corporate strate1ists must account for t)e li?eli)ood of one of t)eir products canni*ali@in1 t)e sales of anot)er.

!SS!)#:
To pro5ide *randed products and ser5ices of superior >ualit4 and 5alue t)at impro5e t)e li5es of t)e 2orld6s consumers, no2 and for 1enerations to come.

*A+,"S:
P&G is its people and t)e 5alues *4 2)ic) 2e li5e. Ae attract and recruit t)e finest people in t)e 2orld. Ae *uild our or1ani@ation from 2it)in, promotin1 and re2ardin1 people 2it)out re1ard to an4 difference unrelated to performance. Ae act on t)e con5iction t)at t)e men and 2omen of Procter & Gam*le 2ill al2a4s *e our most important asset. L #9 %(BIP: C Ae are all leaders in our area of responsi*ilit4, 2it) a deep commitment to deli5er leaders)ip results.

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C Ae )a5e a clear 5ision of 2)ere 2e are 1oin1. C Ae focus our resources to ac)ie5e leaders)ip o*Decti5es and strate1ies. C Ae de5elop t)e capa*ilit4 to deli5er our strate1ies and eliminate or1ani@ational *arriers. !A" %(BIP: C Ae accept personal accounta*ilit4 to meet our *usiness needs, impro5e our s4stems, and )elp ot)ers impro5e t)eir effecti5eness. C Ae all act li?e o2ners, treatin1 t)e Compan46s assets as our o2n and *e)a5in1 2it) t)e Compan46s lon1Eterm success in mind. I"T G%ITC Ae al2a4s tr4 to do t)e ri1)t t)in1. C Ae are )onest and strai1)tfor2ard 2it) eac) ot)er. C Ae operate 2it)in t)e letter and spirit of t)e la2. C Ae up)old t)e 5alues and principles of P&G in e5er4 action and decision. C Ae are dataE*ased and intellectuall4 )onest in ad5ocatin1 proposals, includin1 reco1ni@in1 ris?s. P#((I!" /!% AI""I"G C Ae are determined to *e t)e *est at doin1 2)at matters most. C Ae )a5e a )ealt)4 dissatisfaction 2it) t)e status >uo. C Ae )a5e a compellin1 desire to impro5e and to 2in in t)e mar?etplace. T%3(T C Ae respect our P&G collea1ues, customers, and consumers, and treat t)em as 2e 2ant to *e treated. C Ae )a5e confidence in eac) ot)er6s capa*ilities and intentions. C Ae *elie5e t)at people 2or? *est 2)en t)ere is a foundation of trust.

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T-e TR!P+" B)TT) +!#" C)#C"PT.s application in case o/ P&G

"C)#) !CA+
ffecti5e from Ful4 1, 2007, t)e compan46s operations are cate1ori@ed into 3 8Glo*al Business 3nits8 2it) eac) Glo*al Business 3nit di5ided into 8Business (e1ments,8 accordin1 to t)e compan46s Fune 2007 earnin1s release. 1. Beaut4 Care Beaut4 se1ment Groomin1 se1ment 2. Bouse)old Care Ba*4 Care and /amil4 Care se1ment /a*ric Care and Bome Care se1ment 3. Bealt) & AellEBein1 Bealt) Care (nac?s, Coffee and Pet Care

anagement an0 sta//

Current mem*ers of t)e *oard of directors of Procter & Gam*le are: "orman #u1ustine, Bruce B4rnes, (cott 9. Coo?, Fosep) Gorman, #.G. Lafle4, C)arles %. Lee, L4nn M. Martin, A. Fames Mc"erne4, Fr., Fo)nat)an %od1ers, Fo)n /. (mit), Fr., %alp) (n4derman, %ic)ard 9earlo5e, Mar1aret A)itman, and Brian Bo2ns. "orman #u1ustine 2ill *e retirin1 from t)e Board follo2in1 t)e Compan46s !cto*er 2007 meetin1GHI. In 2007, t)e P&G6s Canadian di5ision 2as named one of Canada6s Top 100 mplo4ers, as pu*lis)ed in Maclean6s ma1a@ine, t)e onl4 consumer products compan4 to recei5e t)is )onor.G10I

Procter & Gamble bran0s

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23 of P&G6s *rands )a5e more t)an a *illion dollars in net annual sales and anot)er 1& )a5e sales *et2een ;$00 million and ;1 *illion.

Billion 0ollar bran0s

Al1ays is a *rand of feminine )41iene products, includin1 ma=i

pads, pantiliners +sometimes called #llda4s., and feminine 2ipes, produced *4 Procter & Gam*le.EE(ee also Brand )omepa1e: related trademar?s: 3ltra T)ins: /le=iEAin1: Ma=is: #llda4s: CleanAea5e. Ariel is a *rand of 2as)in1 po2derJli>uid, a5aila*le in numerous forms and scents. Actonel is *rand of !steoporosis dru1 %isedronate co mar?eted *4 (anofiE#5entis. Bo2nty is a *rand of paper to2el sold in t)e 3nited (tates, Canada and t)e 3nited Kin1dom. Bra2n is a smallEappliances manufacturer speciali@in1 in electric ra@ors, coffeema?ers, toasters, and *lenders. Crest is a *rand of toot)paste. Da1n is a *rand of dis)2as)in1 deter1ent. Do1ny3+enor is a *rand of fa*ric softener. D2racell is a *rand of *atteries and flas)li1)ts. Gain is a *rand of laundr4 deter1ent and fa*ric softeners. Gillette is a safet4 ra@or manufacturer. 4ea0 & S-o2l0ers is a *rand of s)ampoo. 4ig- "n02rance is a deodorant *4 !ld (pice. !vory is a soap. #ice 5n "asy is a )air color product. )lay is a *rand of 2omen6s s?in care products. )ral-B is a *rand of toot)*rus). Pampers is a *rand of disposa*le diapers. Pantene is a *rand of )aircare. Prilosec !TC is a *rand of )eart*urn medicine co mar?eted *4 #straLeneca. P2//s is a t4pe of facial tissue. Secret is a deodorant.

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 Ti0e is a *rand of laundr4 deter1ent. *icks is a *rand of o5erEt)eEcounter medications. 6ella is a *rand of )air care +s)ampoo, conditioner, st4lin1, )air

color.. 6-isper is a *rand of pant4liners.

an2/act2ring
Procter & Gam*le manufactures its products across t)e 1lo*e. Manufacturin1 operations are *ased in t)e follo2in1 1eo1rap)ies M M M M M M 3( Canada Latin #merica urope C)ina +31 2)oll4Eo2ned factories. and ot)er parts of #sia #frica

Pro02ctions
Procter & Gam*le produced and sponsored t)e first radio opera soap operas in t)e 1H30s +Procter and Gam*le6s *ein1 ?no2n for deter1ents +soaps. 2as pro*a*l4 t)e 1enesis of t)e term 8soap opera8.. A)en t)e medium s2itc)ed to tele5ision in t)e 1H$0s and 1H<0s, most of t)e ne2 serials 2ere sponsored and produced *4 t)e compan4. T2o of t)eir serials, #s t)e Aorld Turns and Guidin1 Li1)t, are still on t)e air toda4 and are produced *4 Tele"e=t Media, Inc for Procter & Gam*le. T)e serial T)e -oun1 and t)e %estless also is re1ularl4 sponsored *4 products from Procter & Gam*le, as 2ell as ot)er da4time serials.

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"#*!R)# "#TA+
n5ironmental Nualit4 Polic4 Procter & Gam*le is committed to pro5idin1 products and ser5ices of superior >ualit4 and 5alue t)at impro5e t)e li5es of t)e 2orld6s consumers. #s part of t)is, Procter & Gam*le continuall4 stri5es to impro5e t)e en5ironmental >ualit4 of our products, pac?a1in1 and operations around t)e 2orld. To carr4 out t)is commitment, it is Procter & Gam*le6s polic4 to: C nsure our products, pac?a1in1 and operations are safe for our emplo4ees, consumers and t)e en5ironment. C %educe, or pre5ent, t)e en5ironmental impact of our products and pac?a1in1 in t)eir desi1n, manufacture, distri*ution, use and disposal 2)ene5er possi*le. Ae ta?e a leadin1 role in de5elopin1 inno5ati5e, practical solutions to en5ironmental issues related to our products, pac?a1in1 and processes. Ae support t)e sustaina*le use of resources and acti5el4 encoura1e reuse, rec4clin1 and compostin1. Ae s)are e=periences and e=pertise and offer assistance to ot)ers 2)o ma4 contri*ute to pro1ress in ac)ie5in1 en5ironmental 1oals. C Meet or e=ceed t)e re>uirements of all en5ironmental la2s and re1ulations. Ae use en5ironmentall4 sound practices, e5en in t)e a*sence of 1o5ernment standards. Ae cooperate 2it) 1o5ernments in anal4@in1 en5ironmental issues and de5elopin1 costE effecti5e, scientificall4 *ased solutions and standards. C Continuall4 assess our en5ironmental tec)nolo14 and pro1rams, and monitor pro1ress to2ard en5ironmental 1oals. Ae de5elop and use stateEofEt)eEart science and product life c4cle assessment, from ra2 materials t)rou1) disposal, to assess en5ironmental >ualit4.

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C Pro5ide our consumers, customers, emplo4ees, communities, pu*lic interest 1roups and ot)ers 2it) rele5ant and appropriate factual information a*out t)e en5ironmental >ualit4 of P&G products, pac?a1in1 and operations. Ae see? to esta*lis) and nurture open, )onest and timel4 communications and stri5e to *e responsi5e to concerns. C nsure e5er4 emplo4ee understands and is responsi*le and accounta*le for incorporatin1 en5ironmental considerations in dail4 *usiness acti5ities. Ae encoura1e, reco1ni@e and re2ard indi5idual and team leaders)ip efforts to impro5e en5ironmental >ualit4. Ae also encoura1e emplo4ees to reflect t)eir commitment to en5ironmental >ualit4 outside of 2or?. C Ba5e operatin1 policies, pro1rams and resources in place to implement our en5ironmental >ualit4 polic4. P&G6s p)ilosop)4 is 1rounded in a *elief t)at 2e s)ould *e a leader in our industr4 in implementin1 our 1lo*al en5ironmental pro1ram. To do t)is, 2e concentrate on en5ironmental inno5ation and accounta*ilit4 for results. Ae *elie5e our accomplis)ments illustrate t)is commitment. /or e=ample, P&G 2as first to *rin1 inno5ations suc) as concentrated products, refill pac?a1es and rec4cled plastic *ottles to our industr4. Ae )a5e made 1reat strides in reducin1 o5erall pac?a1in1 per case *4 an a5era1e of 27 percent since 1HH0. 9urin1 t)e same period, our focus on pollution pre5ention )as resulted in a 37 percent reduction in 2aste, air and 2ater emissions from our manufacturin1 plants. Ae reco1ni@e t)at en5ironmental pro1ress is a ne5erEendin1 Dourne4 of continuous effort and impro5ement. Bo2e5er, *4 focusin1 on impro5in1 t)e li5es of consumers t)rou1) inno5ati5e tec)nolo1ies t)at 2or? *etter and more efficientl4, 2e *elie5e 2e can continue to sustain *ot) t)e 1ro2t) of our *usiness and t)e )ealt) of t)e en5ironment. P&G Sets Sales Target 7or Greener Pro02cts Procter & Gam*le )as announced fi5eE4ear sustaina*ilit4 1oals as part of its 2007 Glo*al (ustaina*ilit4 %eport +P9/.. P&G sa4s t)at it plans to 1enerate at least ;20 *illion in cumulati5e sales of products 2it) reduced en5ironmental impact o5er t)e ne=t fi5e 4ears. /inancial Times reports t)at t)e en5ironmental impact of t)ose products 2ill *e at least 10 percent less t)an t)ose of pre5iousl4 a5aila*le products. T)is is *elie5ed to *e t)e first time a consumer products compan4 )as set itself a financial tar1et for de5elopin1 and sellin1 1reener items, rat)er t)an for 2aste or ener14 reduction.

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P&GOs sales tar1et for en5ironmentall4 en)anced products 2ill *e si1nificantl4 supported *4 its mo5e to s)ift its li>uid deter1ent mar?et in t)e 3.(. to dou*le concentrate formula. P&G is also c)an1in1 its core statement of corporate purpose E t)at it see?s to Pimpro5e t)e li5es of t)e 2orldOs consumers 2it) its *randed products and ser5icesQ ER to add t)e p)rase Pno2 and for 1enerations to come,Q accordin1 to t)e /T article. T)e compan4 also said it 2ill reduce C!2 emissions, ener14 and 2ater consumption, and disposed 2aste per unit of production *4 an additional 10 percent eac), contri*utin1 to a '0 percent reduction o5er t)e decade +2002E2012.. !t)er 1oals include: C Impro5e t)e li5es of 2$0 million c)ildren t)rou1) its corporate cause, Li5e Learn and T)ri5e. It 2ill also deli5er anot)er t2o *illion liters of clean 2ater t)rou1) its C)ildrenOs (afe 9rin?in1 Aater pro1ram o5er t)e ne=t fi5e 4ears. T)e compan4 estimates t)at t)is 2ill pre5ent &0 million da4s of disease and sa5e 10,000 li5es. C Belp P&G emplo4ees *uild SRsustaina*ilit4 t)in?in1 and practicesO into t)eir dail4 2or?. C Continue to 2or? 2it) e=ternal sta?e)olders, suc) as t)e Centers for 9isease Control, 3"IC /, t)e Aorld Bealt) !r1ani@ation and Populations (er5ices International, to create ne2 opportunities and solutions for t)e 2orldOs sustaina*ilit4 c)allen1es. P&G is a foundin1 mem*er of t)e recentl4 announced (uppl4 C)ain Leaders)ip Coalition, an or1ani@ation t)at 2ill press suppliers to release data a*out car*on emissions and climateEc)an1e strate1ies.

"nvironmental Cre0entials

#ll P&G products are )eld to P&G6s )i1) standards for en5ironmental and )uman safet4: 2e do not differentiate *et2een 2)ic) products meet t)ese standards and 2)ic) do not E t)e4 all do. P&G )as *een t)e 9o2 Fones (ustaina*ilit4 Inde= (uper (ector Leader for se5en consecuti5e 4ears in t)e 8"onE 9ura*le Bouse)old Products8 mar?et sector.

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P&G )as *een leadin1 t)e industr4 2it) inno5ations li?e concentrated products, rec4cled plastic *ottles and refill pac?a1es to t)e industr4. P&G6s Central Product (afet4 n5ironment Group 2as esta*lis)ed to de5elop ne2 met)ods for e5aluatin1 t)e en5ironmental safet4 of consumer products. P&G 2as one of t)e first companies to esta*lis) suc) an or1ani@ation. P&G )as )undreds of scientists and en1ineers responsi*le for assessin1 t)e en5ironmental safet4 of our products and operations. P&G6s en5ironmental or1ani@ation )as pu*lis)ed more t)an 700 articles o5er t)e past '$ 4ears: almost $00 of t)ose since 1HH0. In 1HH2, P&G recei5ed t)e Aorld n5ironment Center Gold Medal for International Corporate n5ironmental #c)ie5ement. P&G )as *een listed *4 /T( 'Good et)ical in5estment inde= since its inception. H$.H3T of all materials enterin1 P&G factories 2orld2ide lea5e as finis)ed product +2aste is '.07T of 2)ic) more t)an $0T is rec4cled..

S)C!A+
CSR
T)ere are 5arious C(% acti5ities carried out *4 P&G 2it) 1enuine intention of 1i5in1 *ac? to t)e societ4. # fe2 )i1)li1)ted )a5e *een discussed 2it)in t)is proDect. T)e4 are: PR)8"CT S4!9S4A : S"C,R" ;),R C4!+D.S 7,T,R" <=>>?@ R"B,!+D!#G +!*"S !# "ART4A,A9" 4!T B4,8 <=>>B3=>>=@ PR)8"CT P)S4A# : 7!G4T!#G A+#,TR!T!)# !# !#D!A <=>>>@

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PR)8"CT )P"# <BCCC@

!#DS : "D,CAT!#G !#D!AS 6)R9!#G ;),T4

PR)8"CT DR!S4T! : T4" 7!RST "*"R S!G4T R"ST)RAT!)# PR)GR !# !#D!A<BCCC@ PR)8"CT 7,T,R" 7)C,S - T4" 7!RST "*"R R),#D 6R!T" !# CAR""R G,!DA#C" S"R*!C" <BCC$@ PR)8"CT P"AC" - "#*!R)# "#TA+ "D,CAT!)# PR)GRA <BCCD@ Let us no2 stud4 eac) of t)ese proDects. "

PR)8"CT S4!9S4A : S"C,R" ;),R C4!+D.S 7,T,R" <=>>?@ Ait) a mission to ma?e a difference to current alarmin1 situation of c)ildrenOsO literac4, Procter & Gam*le +P&G. )as Doined )ands 2it) IndiaOs premier c)ild ri1)ts or1ani@ation C)ild %elief and -ou +C%-. and (on4 ntertainment Tele5ision to launc) S()i?s)aO, a pro1ram to )elp educate underpri5ile1ed c)ildren across India. 3nder ()i?s)a, P&G and (on4 appealed to t)eir consumers and 5ie2ers to support t)e cause and ma?e it eas4 for t)em to do so E all an indi5idual )as to do is purc)ase a lar1e pac? of eit)er Tide, #riel, Pantene, Bead & ()oulders, %eDoice, Vic?s Vapo%u* or Pampers durin1 #pril, Ma4 and Fune 200$, and )eJs)e 2ill )elp support one da4Os education of one c)ild per pac? purc)ased. Irrespecti5e of t)e sale of its *rands from ()i?s)a, P&G )as committed a minimum of %s. 1 crore to C%-. ducation )as mana1ed to reac) t)e underpri5ile1ed and e5en t)e poorest of t)e poor, c)ildren num*erin1 around &7,000 in India. T)an?s to t)e corporate social responsi*ilit4 +C(%. initiati5es of /MCG maDor Proctor & Gam*le +P&G.. P&G6s C(% pro1ramme in partners)ip 2it) C%- empo2ers consumers across t)e countr4 to participate and support t)e education of mar1inalised c)ildren in India 5ia a simple purc)ase of an4 of P&G6s products. P&G India closed ()i?s)a 60& 2it) t)e lar1estEe5er contri*ution of %s 3.2 crore to C%- and ot)er initiati5es reac)in1 out to o5er &7,000 c)ildren in t)e comin1 4ear. Ait) a motto of 6Pad)e1a India, Bad)e1a India6, ()i?s)a *elie5es t)at t)e secret to a *ri1)ter India lies in c)ildren attainin1 t)eir ri1)t to free, >ualit4 education.

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Irrespecti5e of sales, e5er4 4ear P&G commits to a minimum of %s 1 crore to its partner C%-, 2)ic) 2ill *e allocated to proDects focused on ena*lin1 t)e c)ild6s ri1)t to education. T)ese funds 2ill *e deplo4ed to t)e esta*lis)ed ()i?s)a proDects t)at 2or? 2it) t)e state education departments to reEloo? at e=istin1 education policies: create a2areness to *uild more sc)ools 2it) *etter infrastructure, and more *asic amenities li?e 2ater, electricit4, and )ealt): and enrol more c)ildren into formal sc)ools and promote retention in sc)ools. ProDect ()i?s)a is part of P&G6s 1lo*al p)ilant)rop4 pro1ramme P&G Li5e, Learn and T)ri5e6 t)at focuses on t)e de5elopment of c)ildren in need across t)e 1lo*e, 2it) ducation of C)ildren 5ia ()i?s)a *ein1 t)e priorit4 in India. Abo2t CR;: C%- is a leadin1 Indian non profit or1ani@ation 2or?in1 for c)ild ri1)ts. C%- *elie5es t)at e5er4 c)ild )as a ri1)t to sur5i5al, protection, de5elopment and participation in an en5ironment of e>ual opportunit4. C%-Os approac) to sustaina*le de5elopment is *ased on t)e firm *elief of communit4 empo2erment and citi@en action 2)ilst )oldin1 t)e state responsi*le for ensurin1 c)ildrenOs ri1)ts. C%-Os o*Decti5e is to demonstrate t)at real, sustaina*le c)an1e is possi*le t)rou1) t)e *uildin1 of 1rassroots models and t)rou1) concerted ad5ocac4 for c)ild ri1)ts. (tarted in 1H7H, toda4 C%- partners 1$7 c)ild de5elopment proDects across India. To cele*rate its 2$t) 4ear C%- )as initiated an a2areness campai1n on t)e ri1)ts of t)e c)ild. It is represented *4 a s4m*ol, t)e pin2)eel called t)e S/ree a C)ild C)a?riO. In ?eepin1 2it) t)e 1lo*al p)ilosop)4 of continuous de5elopment of t)e communit4, P&G in association 2it) (on4 ntertainment Tele5ision launc)ed an education initiati5e S()i?s)a U (ecure -our C)ildOs /utureO across t)e countr4. In order to ensure P&G reac)ed t)e nonEBindi spea?in1 audience, a tieEup 2it) t)ree ot)er c)annels in t)e sout) 2as underta?en. In t)e nort), 2est, east, Karnata?a re1ions U (on4 TV telecast t)e promotion and announced 2inners on its "o. 1 soap opera K?usum, in #nd)ra Prades) U Maa TV promoted ()i?s)a 2it) Todi Kodallu, in Tamil "adu U Fa4a TV promoted ()i?s)a 2it) (a)ana and in Kerala U #sianet promoted ()i?s)a 2it) (ne)adooram.

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B4 purc)asin1 pac?s of Vic?s, A)isper, #riel, Tide, Bead & ()oulders and Pantene *et2een 21st #pril U 12t) Fune 2003, t)is uni>ue education promotion allo2ed a mot)er to 2in %s. 2 la?)s to2ards Graduate ducation /ee of one c)ild +2' suc) Pri@es., or %s. $,000 to2ards "e=t -earOs Tuition fee for one c)ild +H< suc) Pri@es., and a num*er of Consolation Pri@es, all courtes4 P&G. #ll ()i?s)a pri@es could *e 1ifted and 2ere transfera*le, in case t)e 2inner is not a parent or, if )isJ)er c)ild 2as a*o5e 21 4ears of a1e. ()i?s)a recei5ed a positi5e response from all parts of t)e countr4. T)is promotion 2as 1reatl4 appreciated as purc)ase of an4 P&G product allo2ed one to 2in education for )isJ)er c)ild. R"B,!+D!#G +!*"S !# "ART4A,A9" 4!T B4,8<=>>B3=>>=@ P&G in partners)ip 2it) (2a4am ()i?s)an Pra4o1 +((P. opened four Communit4 %esource Centers for t)e eart)>ua?e 5ictims in t)e C)a?asari, Pa11i5and, BanDi4a and Fod)par 5ands +)amlets. of %apar Talu?a, Kutc) 9istrict, GuDarat. T)e Communit4 Centers pro5ide *asic education for c)ildren: trainin1 on *uildin1 eart)>ua?eEresistant s)elters and )as supported t)e formation of 22 Aomen6s (a5in1s Groups 2)ic) contri*ute to2ards an incomeE1eneratin1 fund, for future entrepreneurial acti5it4. T)e P&GE((P proDect positi5el4 impacts 2$ 5illa1es, 37$0 families and 22,$00 people and )elped mo*ili@e 2omenOs 1roups and communities in GuDarat for t)eir lon1Eterm sustaina*le de5elopment. Credit fund 2ill *e pro5ided as a re5ol5in1 fund to selfE)elp 1roups. T)e operational cost for eac) Centre is %s, 2$,000 met *4 P&G. T)e centers )a5e *een *uilt from a GuDarat art)>ua?e %elief /und created after t)e eart)>ua?e of 2<t) Fanuar4 2001 *4 emplo4ees of P&G India, Brussels, Fapan, Canada, amon1 ot)ers and t)e Compan4 contri*ution. P&G emplo4ees also made contri*utions directl4 to t)e %ed Cross (ociet4 for ot)er re)a*ilitation 2or? in GuDarat. In addition, P&G is currentl4 2or?in1 on formin1 2omenOs microE credit 1roups to ensure t)e sustaina*ilit4 of t)ese communit4 centers and to furt)er empo2er t)ese 2omen and increasin1 t)e num*er of communit4 centers from four to se5en.

PR)8"CT P)S4A# : 7!G4T!#G A+#,TR!T!)# !# !#D!A <=>>>@ P&G and 3"IC / launc)ed ProDect Pos)an to com*at malnutrition in India. India )as '0T of t)e 2orldOs malnouris)ed c)ildren. P!(B#" tar1eted t)ree ?e4 proDects: an #dolescent GirlsO Initiati5e to educate 1irls in Mum*ai slums on )ealt) pro*lems and impro5e t)eir li5es 2it) #nemia

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pre5ention t)rou1) I/# ta*lets: a AomenOs Parentin1 "et2or? in C)ennai to pro5ide information on care durin1 pre1nanc4: and 9a4 care proDects in Faipur, 2)ic) focused on increased food inta?e and microEnutrients. !nce a1ain, P&G raised %s. $0 la?)s *4 contri*utin1 %e. 1JE from sales of lar1e si@e pac?s of #riel, A)isper, Bead & ()oulders and Pantene sold in t)e mont)s of Ma4, Fune and Ful4 2000. PR)8"CT )P"# !#DS : "D,CAT!#G !#D!AS 6)R9!#G ;),T4 <BCCC@ P&G in partners)ip 2it) 3"IC / launc)ed ProDect !pen Minds to support and educate c)ildren across t)e #ustralia, #( #" and t)e India +##I. re1ion. #ccordin1 to 3"IC /, onl4 $$T of t)e c)ildren of India complete primar4 education. T)e support t)at P&G pro5ided 2as in terms of mone4 and pu*licit4. /or e5er4 lar1e si@e pac? of Vic?s Vapo%u*, A)isper, #riel Po2er Compact, Bead & ()oulders and Pantene purc)ased *4 consumers durin1 "o5em*er 1HHH to Fanuar4 2000, P&G on *e)alf of consumers contri*uted t)e cost of one da4Os education of a 2or?in1 c)ild to t)e S!P " MI"9(O fund. In India P&G raised %s. 1.2$ crore for S!P " MI"9(O 2)ic) 2as donated to 3"IC / in /e*ruar4 2000 PR)8"CT DR!S4T! : T4" 7!RST "*"R S!G4T R"ST)RAT!)# PR)GR !# !#D!A<BCCC@ P&G tied up 2it) t)e "ational #ssociation for t)e Blind +"#B. to launc) ProDect 9ris)ti and restore e4esi1)t to 2$0 *lind 1irls t)rou1) corneal transplant operations. /!G(I +/ederation of !*stetricians and G4naecolo1ist (ocieties of India. and 3"IC / )ad declared 1HHH as t)e -ear of t)e #dolescent Girl. !n stud4in1 t)e pro*lems of t)e *lind 1irl, P&G reali@ed t)at, 2)at *etter 2a4 to cele*rate t)e /!G(IE3"IC /, -ear of t)e #dolescent Girl +-!G#. t)an to attempt to 1i5e si1)t to as man4 *lind 1irls t)at t)e compan4 could. Till date 13& si1)t restoration operations )a5e *een successfull4 conducted across t)e countr4. PR)8"CT 7,T,R" 7)C,S - T4" 7!RST "*"R R),#D 6R!T" !# CAR""R G,!DA#C" S"R*!C" <BCC$@ P&G in association 2it) %esource Mana1ement Group +%MG. launc)ed a 3<$ da4s /ree AriteEIn (er5ice SP&G /uture /ocusO for t)e first time to t)e 4out) of India, 2)ere a panel of professional Career Counsellors 2ould send personali@ed ans2ers to letters 2it)in 1$ da4s of t)e receipt of t)e >ueries. PR)8"CT P"AC" - "#*!R)# "#TA+ "D,CAT!)# PR)GRA <BCCD@
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"

P&G launc)ed P #C U a uni>ue n5ironmental ducation Pro1ram for c)ildren in sc)ools across Bom*a4 and T)ane representin1 a crossE section of economic *ac?1rounds. C)ildren 2ere e=posed to a fascinatin1 account of t)e Indian en5ironmental scenario. T)e Multiplicit4 of coE (4stems in India, #ir around 3s, Aater, (olid Aaste and #doptin1 Conser5ation in our Lifest4les 2ere t)e topics dealt 2it) usin1 interestin1 media li?e music, 1ames, proDectE2or?, slides, 5ideo films, 1roup discussions, etc.

CSR ACT!*!T!"S AT G+)BA+ +"*"+

Pursuin1 a (ustaina*ilit4 Business (o )o2 are companies tr4in1 to meet t)is c)allen1eR P&G )as 2or?ed 2it) 3"IC / to com*at micronutrient malnutrition. !5er )alf a *illion people 2orld2ide are deficient in iodine, iron and 5itamin #, resultin1 in stunte 1ro2t), impaired learnin1, increased c)ild and maternal mortalit4. 2$0,000 c)ildren 1o *lind e5er4 4ear. To address t)is pro*lem, P&G de5eloped a po2dered drin? product, "utri(tar, 2)ic) effecti5el4 deli5ers t)e missin1 micronutrients. T)e product 2as clinicall4 Business Council for (ustaina*le 9e5elopment %eport,#pril 2001. ABC(9, Gene5aH ABC(9, 2002. (ustaina*le Li5eli)oods U t)e *usiness connection. Aorld Business Council for (ustaina*le 9e5elopment, Conc)es, (2it@erland. tested in Tan@ania, test mar?eted in t)e P)ilippines,t)en mar?eted in Vene@uela. 5er4 4ear, o5er t)ree million people, man4 of t)em c)ildren, die from diarr)ea. !ne *illion t2o )undred million people are 2it)out access to safe drin?in1 2ater, 4et safe 2ater 2ould reduce diarr)ea incidence *4 a*out oneEt)ird. T)e 3" Millennium 1oal e>uates to deli5erin1 safe drin?in1 2ater to 12$,000 ne2 people e5er4 da4. T)e consumer mar?etplace is one of t)e fe2 places 2)ere one can en5ision creatin1 t)at ?ind of scale. -et it )as *een lar1el4 i1nored until no2 in t)e pursuit of safe drin?in1 2ater. (e5eral 4ears a1o, P&Gpurc)ased t)e Pu% *rand, a 3.(. *ased in)ome 2ater purification *usiness. Ae are de5elopin1 lo2 cost tec)nolo1ies, and *usinessmodels to *rin1 t)ose tec)nolo1ies to consumers,t)at 2ill *e effecti5e on t)e more serious 2ater pro*lems in t)e de5elopin1 2orld. (imilarl4, o5er 2 *illion people are 2it)out ade>uate sanitation, and *etter )41iene canreduce deat)s caused *4 diarr)oea *4 up to 33T. P&G )as *een in t)e *ar soap *usiness for decades, and our (afe1uard *rand, 2or?in1 in de5elopin1 countries 2it) local )ealt) ministries to create a2areness a*out t)e importance of )41iene, is s)o2in1 )o2 pu*licE pri5ate partners)ips can reac) far more people 2it) )ealt) messa1es t)an eit)er t)e ministr4 or 2e could do indi5iduall4. Indi5iduals 2ill c)an1e t)eir consumption practices 2)en t)e4 reali@e t)e4 can impro5e t)eir >ualit4 of life. In man4 parts of t)e 2orld, dental )41iene is 5irtuall4

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un?no2n, or poorl4 de5eloped. P&G )as partnered 2it) national or1ani@ations in man4 countries, includin1 C)ina, Poland and %ussia to raise a2areness. Clinical studies in Poland and %ussia s)o2ed a <0T reduction in ca5ities. In t)e process, 2e laid t)e foundation for a ne2 mar?et 2)ere none e=isted *efore. T)ere is also t)e possi*ilit4 to lin? de5eloped 2orld mar?ets to de5elopin1 2orld needs, t)rou1) causeE related mar?etin1 initiati5es. P&GOs /air4 *rand or1ani@ed an initiati5e /indin1 t)e (ustaina*le 9e5elopment Business Case 2E$< Geor1e Carpenter and Peter A)ite Corporate n5ironmental (trate14: International Fournal for (ustaina*le Business 2it) 3"IC / to )elp com*at tu*erculosis in Aest #frica. /or e5er4 *ottle of product purc)ased, P&G paid for a TB 5accine to *e deli5ered *4 3"IC / 2)ere it 2as most needed. T)is initiati5e 2as run in (pain and Portu1al, t)en t2ice in t)e 3K, and in total deli5ered some 11 million TB 5accines, 2)ile *uildin1 P&GOs *usiness. T)ese product and *usiness model inno5ations can si1nificantl4 impro5e li5es, and )elp *uild *usiness. T)is is not *usiness as usual and it is not p)ilant)rop4: it is *uildin1 social, en5ironmental and economic sustaina*ilit4 into *usiness in a strate1ic 2a4. 9e5elopin1 ne2 products and ne2 *usiness models for de5elopin1 mar?ets present si1nificant c)allen1es, )o2e5er, and not all initiati5es succeed. !ur "utristar product, for e=ample, 2as intended for de5elopin1 2orld mar?ets, 4et 2as de5eloped 2it) a de5eloped 2orld mindset. It included all of t)e a5aila*le tec)nolo14, rat)er t)an *ein1 aimed for a lo2 purc)ase price. Conse>uentl4 it pro5ed impossi*le to reac) all of t)e consumers 2)o needed t)e product. Com*ined 2it) political insta*ilit4 in Vene@uela 2)ic) pre5ented us from refinin1 our *usiness model, t)is led to "utristar *ein1 2it)dra2n from test mar?ets. Mana1in1 (ustaina*le 9e5elopment T)e importance of t)e *usiness case for deli5erin1 sustaina*le de5elopment cannot *e o5erstressed. If 2e rel4 on p)ilant)rop4 to deli5er impro5ed >ualit4 of life around t)e 2orld, it 2ill onl4 1o as far as t)e fundin1 2ill allo2. If 2e rel4 on t)e moral case alone, it 2ill *e restricted to t)ose companies dri5en *4 )i1) et)ical standards. If t)ere is a real *usiness case, )o2e5er, t)en suc) initiati5es 2ill continue to 1ro2 and spread, and 2e can start to ac)ie5e t)e considera*le scale t)at is needed to deli5er a1ainst t)e millennium de5elopment 1oals. !nce t)ere is a real *usiness case, t)e 2ater 2ill start to run do2n)ill: until no2 2eO5e *een tr4in1 to pus) it up)ill. T)e real *usiness case re>uires t)at companies lin? opportunit4 2it) responsi*ilit4. If t)e focus sta4s limited to Dust areas of corporate responsi*ilit4, t)e oftE>uoted 5ie2 t)at sustaina*ilit4 pro5ides lon1 term 5alue, *ut s)ort term costs, 2ill pre5ail. It can also cause pro*lems 2it) )o2 sustaina*ilit4 is mana1ed 2it)in companies. If it is seen onl4 as a responsi*ilit4, sustaina*le de5elopment 2ill *e treated as an issue to *e mana1ed, rat)er t)an as a *usiness opportunit4 to *e

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pursued. Conse>uentl4, it 2ill *e mana1ed *4 a corporate function, muc) as )ealt), safet4 and en5ironment )as *een mana1ed in t)e past. !nl4 if responsi*ilit4 is lin?ed 2it) opportunit4 is sustaina*le de5elopment li?el4 to 1et t)e attention of senior mana1ement and *ecome *uilt into *usinesses in a strate1ic 2a4. In Conclusion to find t)e real *usiness case for sustaina*le de5elopment, companies need to find 2a4s to lin? opportunit4 2it) responsi*ilit4. T)e4 need to: C Turn attention from Dust eliminatin1 ne1ati5es to creatin1 positi5es: C Mo5e *e4ond eliminatin1 PnonE5alueQ to creatin1 Pne2 5alue:Q C "ot Dust loo? for mar?etE*ased solutions, *ut see t)e mar?et itself as a solution: and C 5ol5e from seein1 t)e 5alue of sustaina*ilit4 as remo5in1 t)e ris? from *usiness, to seein1 sustaina*ilit4 as t)eir *usiness. In no 2a4 do 2e claim t)at 2e, or our compan4, )a5e full4 fi1ured out t)e *usiness case for sustaina*le de5elopment. Bo2e5er, 2e do ?no2 t)at a ro*ust *usiness case is necessar4 to deli5er a *etter >ualit4 of life on t)e scale needed to ac)ie5e t)e de5elopment 1oals t)at t)e 2orld )as set. A)en Procter & Gam*le )ad to promote Biomat, a laundr4 deter1ent in Israel, t)e4 2ere in a >uandar4. T)eir primar4 audience 2ere t)e Fe2s 2)o 2ere ort)odo= to t)e core. T)e4 s)unned con5entional mass media li?e TV & radio as t)e4 sa2 it as *ad influence. P&G decided to appeal to t)eir moti5ation for c)arit4 E to )elp t)e need4. T)e initiati5e included a road s)o2 of a mo*ile Laundromat E people 2ere ur1ed to 1i5e t)eir old clot)es for c)arit4. T)ese clot)es 2ould t)en *e cleaned at t)e Laundromat +usin1 Biomat, of course. and t)en 1i5en to t)e need4. A)ile t)is ma4 not *e t)e con5entional C(% initiati5e +lon1 term, causeErelated. ot)er suc) e=amples a*ound. In India, (a?t)i Masala )as *een consistent in its C(% effort to )elp t)e disa*led. T)e4 offer emplo4ment opportunities and re)a*ilitation centres for t)e disa*led. P&G India6s C(% initiati5e E ()i?s)a E )as *een successfull4 contri*utin1 to C%-. T)e4 moti5ate consumers to purc)ase certain *rands of P&G E a part of t)e sale proceeds are t)en contri*uted to t)e C% fund.

C(% in Pa?istan:
(tartin1 2it) t)e compan4Os )ealt)Erelated acti5ities, it certainl4 )as done a ma1nanimous Do*. A)et)er itOs infant )ealt), issues faced *4 adolescent 1irls or mot)ers, t)e compan4 )as initiated a2areness pro1rams for eac)

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of t)em. T)e C(% acti5it4 is carried out on a national scale unli?e 3nile5er Pa?istan and is *randEoriented. Li?e (afe Guard Mot)er ducation Pro1ram, (e)atEoE(afai Pro1ram, #l2a4s #1a)i Pro1ram or Pantene (olo Pro1ram, amon1 ot)ers. T)e compan4 )as recentl4 launc)ed K)2a*on (e4 #a1e4 initiati5e in colla*oration 2it) t)e Pa?istan Medical #ssociation. T)e pro1ram is aimed at sa5in1 t)e li5es of ne2 *orn *a*ies. (imilarl4, in t)e education sector, t)e compan4 is runnin1 man4 de5elopment pro1rams. T)e initiati5es includes *uildin1 and refur*is)in1 of sc)ools includin1 t)ose in t)e eart)>ua?e ra5a1ed areas. (pea?in1 of media campai1ns, t)e compan4 is 2a4 a)ead and is *rea?in1 man4 ne2 *oundaries. Commander (afe1uard 2as t)e most popular TV campai1n in t)e )istor4 of Pa?istan. T)e P&G team de5ised a ne2 super)ero t4pe c)aracter and created e=cellent animations at par 2it) international standards. T)e animation films, propa1atin1 )ealt) and cleanliness a2areness, *ecame a cra@e in t)e ?iddos and notEsoE?iddos ali?e. Ba5in1 2ritten a lot of praise for t)e compan4 and t)at too sans an4 monetar4 *enefits, no2 IOll s)ift m4 1ears to2ards some positi5e criticism. #ll of t)e P&G )ealt) and a2areness campai1ns in5ol5e t)e participation of t)e customers. In5ol5ement of t)e customers is 1ood *ut t)e compan4 is actuall4 promotin1 its products and increasin1 sales *4 ad5ertisin1 its C(% efforts. T)e trend started more t)an a decade a1o 2it) #n2ar Ma>sood and some ot)er s)o2*i@ personalities flauntin1 #riel as t)e *est deter1ent as itOs )elpin1 *uildin1 sc)ools for t)e underpri5ile1ed. T)e ad5ertisement said t)at t)e more #riel pac?s 4ou *u4 t)e more mone4 2ill 1o into sc)ool *uildin1. T)at 2as a ne2 ad5ertisin1 1immic? t)en and people responded 5er4 )ea5il4 ma?in1 #riel t)e most sellin1 deter1ent of t)e time. Gi5en t)e )u1e success of #riel education campai1n, P&G made it a core strate14 to ne5er start an4 Osociall4 responsi*leO proDect unless and until t)ere are some prospects of increasin1 t)e sales of a particular product. "o2 I canOt decip)er 2)4 t)e 2orldOs *i11est /MCG compan4, 2)ic) is earnin1 millions from Pa?istan as 2ell, is so ti1)tE*ud1eted t)at it canOt spend a million or t2o for a social causeR #t least 3nile5er is not promotin1 its products for its soEcalled C(% proDects re1ardless of t)eir microscopic nature. Can someone please *rin1 some C(% sanit4 to t)e P&G top s)otsR

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P&G6s Partners)ips 2it) "G!s to 9eli5er Aater Purification Product:

In 2003, a ;20 million %&9 and mar?etin1 proDect at Procter & Gam*le +P&G. )ad reac)ed a financial impasse after ei1)t 4ears of 2or?. # decade earlier, t)e compan4 )ad spotted an opportunit4 to suppl4 a 2aterE purif4in1 product to t)e de5elopin1 2orld, 2)ic), it 2as )oped, 2ould increase t)e compan46s s)are of t)e mass consumer mar?et in t)e emer1in1 economies. #t t)e same time, t)e compan4 *elie5ed it could sa5e li5es *4 pro5idin1 a simple 2a4 to purif4 )ouse)old and drin?in1 2ater. 3nsafe 2ater supplies and inade>uate sanitation ?ill more t)an 3 million people e5er4 4ear, ma?in1 t)is pro*lem collecti5el4 more let)al t)an #ids. T)e proDect stalled in late 2003 2)en it *ecame clear t)at t)e financial returns for sellin1 a po2der product called P3% Purifier of Aater did not Dustif4 furt)er in5estment in commercial terms. #t t)is point, P&G c)an1ed tac?, transformin1 t)e proDect into a corporate social responsi*ilit4 +C(%. pro1ramme. #lan Lafle4, P&G6s president and c)ief e=ecuti5e, mo5ed it to t)e corporate sustaina*ilit4 department +C(9., itself a ne2 di5ision. T)ereafter, t)e compan4 de5eloped partners)ips 2it) notEforEprofit or1anisations in social, )ealt) ser5ices and )umanitarian relief to mar?et and distri*ute t)e product more effecti5el4. Procter & Gam*le6s partners)ip 2it) nonEprofit or1anisations is proof t)at local mar?ets can *e 2on o5er to ne2 products. In 2003, a ;20 million %&9 and mar?etin1 proDect at Procter & Gam*le +P&G. )ad reac)ed a financial impasse after ei1)t 4ears of 2or?. # decade earlier, t)e compan4 )ad spotted an opportunit4 to suppl4 a 2aterE purif4in1 product to t)e de5elopin1 2orld, 2)ic), it 2as )oped, 2ould increase t)e compan46s s)are of t)e mass consumer mar?et in t)e emer1in1 economies. #t t)e same time, t)e compan4 *elie5ed it could sa5e li5es *4 pro5idin1 a simple 2a4 to purif4 )ouse)old and drin?in1 2ater. 3nsafe 2ater supplies and inade>uate sanitation ?ill more t)an 3 million people e5er4 4ear, ma?in1 t)is pro*lem collecti5el4 more let)al t)an #ids. T)e proDect stalled in late 2003 2)en it *ecame clear t)at t)e financial returns for sellin1 a po2der product called P3% Purifier of Aater did not
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Dustif4 furt)er in5estment in commercial terms. #t t)is point, P&G c)an1ed tac?, transformin1 t)e proDect into a corporate social responsi*ilit4 +C(%. pro1ramme. #lan Lafle4, P&G6s president and c)ief e=ecuti5e, mo5ed it to t)e corporate sustaina*ilit4 department +C(9., itself a ne2 di5ision. T)ereafter, t)e compan4 de5eloped partners)ips 2it) notEforEprofit or1anisations in social, )ealt) ser5ices and )umanitarian relief to mar?et and distri*ute t)e product more effecti5el4. P&G Pa?istan tried t)e commercial route once more in 200', *ut t)e results 2ere not encoura1in1. In 200$, P&G officiall4 announced its ne2 nonEcommercial approac) and its decision to sell P3% at ;0.0' per sac)et, t)e cost of production. P3% 2ould *e sold at cost to nonEprofit partners, *ut a lar1e num*er of donations of t)e product 2ould *e paid for *4 P&G corporate p)ilant)rop4 and emplo4ee donations. T)e ne2 nonEprofit strate14 pro5ed a success and *4 t)e end of 200<, P&G )ad sold $7 million sac)ets, at cost, to )umanitarian or1anisations, in contrast to t)e mere 3 million sac)ets sold durin1 t)e commercial p)ase. T)e *i11est lesson of t)is stud4 is t)at P&G ?ne2 2)en to close t)e commercial 5enture and 2)en to le5era1e partners)ips 2it) nonEprofit or1anisations to fulfill a *roader social need. It did so 2it) clear e=pectations a*out t)e cost of ma?in1 it sustaina*le, meanin1 t)at P3% 2ould *e a nonEprofit 5enture E dri5en *4 a social mission rat)er t)an profits. It left t)e social mar?etin1 E educatin1 t)e tar1et customer a*out t)e ris?s of untreated 2ater and distri*utin1 t)e product at an afforda*le price E to t)e nonEprofit or1anisations. P&G first researc)ed ne2 2aterEpurif4in1 tec)nolo1ies in 1HH1, follo2in1 a maDor out*rea? of c)olera in Central #merica. P&G6s diluted c)lorine *leac) 2aterEpurification tec)nolo14 2as not 2ell recei5ed *4 all its tar1et customers in t)e re1ion, some of 2)om said t)at t)e 2ater loo?ed dirt4 and tasted of c)lorine. In 1HH$, t)e compan4 si1ned a colla*orati5e researc) a1reement 2it) t)e 3( Centers for 9isease Control and Pre5ention +C9C. to test and de5elop 2aterEpurification products. #fter Doinin1 forces 2it) C9C, P&G tested a lo2Ecost 2ater filter in Guatemala, *ut local people complained t)at t)e filters clo11ed up too >uic?l4. P&G t)en re5erseEen1ineered t)e municipal 2ater treatment process, leadin1 to t)e disco5er4 of t)e po2der product. P3% is a sac)et of po2der, 2)ic) 2)en s2irled into a 10Elitre *uc?et of dirt4 2ater results in clean and safe drin?in1 2ater. It 2as launc)ed in

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2000, priced for a lo2Eincome commercial mar?et at ;0.0&E;0.10 a sac)et. Independent studies s)o2 t)at it is effecti5e in reducin1 t)e cases of 2aterE*orne disease, 2it) an upper ran1e of H0T and an a5era1e disease reduction rate of $0T. Bo2e5er, after t)ree 4ears of mar?et tests in Guatemala, Morocco and Pa?istan, t)e product )ad not made a profit. Mi=ed results came *ac? in 2003, 2it) repeat purc)ase rates of $T, 10T and sometimes 2$T. T)e decision t)en facin1 Lafle4 2as clear: pus) a)ead on t)e P3% initiati5e, 1i5en its pu*lic )ealt) *enefits, or terminate t)e initiati5e, 1i5en its costs and lo2 returns. mplo4ees 2)o )ad 2or?ed 2it) t)e product, )o2e5er, found it difficult to s)ut do2n a product line t)at )eld so muc) promise. Gre1 #ll1ood, 2)o 2or?ed in t)e consumer )ealt) products unit, recalls an internal memo: 8T)e memo )ad no conclusion a*out 2)at to do 2it) t)e product, *ut it 2as 5er4 clear t)at no product en1a1ed our emplo4ees and our sta?e)olders E customers, 1o5ernments, 3" 1roups, "G!s E li?e t)is one.8 P3% 2as relaunc)ed as a C(% product in 200' 2it)in t)e (afe 9rin?in1 Aater #lliance, a partners)ip comprisin1 P&G and t)e Fo)ns Bop?ins 3ni5ersit4 Bloom*er1 (c)ool of Pu*lic Bealt)6s Center for Communication Pro1rams +CCP., Population (er5ices International +P(I. and 3K c)arit4 Care. T)e (afe 9rin?in1 Aater #lliance 2as t)e first in a series of partners)ips *et2een P&G and nonEprofit or1anisations featurin1 P3% and 2as desi1ned as a pilot pro1ramme to test t)ree mar?etin1 strate1ies: social mar?etin1, commercial mar?etin1 and disaster and )umanitarian relief net2or?s. "o2 2or?in1 in P&G6s C(9 unit as director of t)e C)ildren6s (afe 9rin?in1 Aater +C(9A. pro1ramme, #ll1ood sa4s: 8!ur purpose as a compan4 is to impro5e t)e li5es of t)e 2orld6s consumers. !ur *rands, suc) as Pantene, !il of !la4, #l2a4s, Tide and #riel, touc) consumers e5er4 da4 in 2a4s t)at meet t)eir needs. !ur focal p)ilant)rop4 pro1ramme, t)e C)ildren6s (afe 9rin?in1 Aater pro1ramme, ma?es our purpose as a compan4 tan1i*le for our emplo4ees and critical sta?e)olders.8 (imple in t)eor4, *ut findin1 t)e ri1)t formula is often more difficult. Local *arriers to entr4 are often tric?4 to o5ercome in 6*ottom of t)e p4ramid6 mar?ets. Certainl4, P&G disco5ered t)at traditional mar?etin1 met)ods did not 2or?: consumers 2ere suspicious of ne2 products t)at re>uired t)em to c)an1e t)e 2a4 t)e4 mana1ed t)eir li5es. 9urin1 200', it *e1an a ne2 testin1 strate14. Puttin1 t)e product into t)e C(9 unit and turnin1

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it into a nonEprofit 5enture 1a5e ent)usiasts suc) as #ll1ood t)e room to e=plore alternati5e mar?etin1.

In a "uts)ell:

P&G, a 1iant in /MCG industr4, is one of t)e most efficient corporations on t)e 1lo*al platform P&GOs success is lar1el4 attri*uted to its corporate strate1ies and t)e mana1ement decisions # fierce competitor in its field, P&G is also en5ironmentall4 conscious and tries to do minimise t)e lossJ)arm caused due to t)eir production processes

It constantl4 ma?es sure to )a5e its tec)nolo1ies updated and processes compl4in1 all t)e la2s and re1ulations t)us ma?in1 sure t)at its et)ical responsi*ilities are met 2it) !n t)e C(% front, 2e can see t)at P&G )as constantl4 *een acti5e in *ein1 SOCIALLY CONSCIOUS AND CONTRIBUTING and a responsi*le CORPORATE CITIZEN T)e 5arious C(% acti5ities carried out *4 Procter and Gam*le demonstrate t)e di5erse issues t)at t)e4 )a5e tried to sol5e and 5alua*le contri*utions t)e4 )a5e made 7inally, i/ 1e look at t-eir activities an0 t-eir Mission an0 Values t-ey tally to a great eEtent 1-ic- tells 2s t-at t-ey al1ays -ave t-eir goals on t-eir min0 1-ile carrying o2t its b2siness operations

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