Honda Motor Company versus Dulux: A CSP Challenge

Supporting education is a top priority in Honda Vietnam Company's social activities. In

2020, Honda officially launched the Honda Scholarship program (Honda Award), formerly
known as the Honda Y-E-S Scholarship (Honda Award for Young Engineers and Scientists)
by the Honda Foundation, Honda Vietnam Company (HVN) and the Honda Institute. From
2020, HVN cooperated with NISTPASS and the Ministry of Education and Training to expand
the scope Modeled the Honda Y-E-S Scholarship and officially changed its name to the
Honda Scholarship (Honda Award). The scholarship aims to find and nurture young talents
in the field of technology in developing countries in the Asian region including Vietnam.
“Dulux - Lighthouse Protection”. The most outstanding lighthouse in Vietnam has been
protected by Dulux Weathershield paint. Preservation of important national works and long-
term preservation of cultural assets are the campaign's societal significance. The
effectiveness derived from the physical benefits of the product over time (outdoor
protective paint) is a lasting and eloquent testament to the brand value. The lighthouse is a
highly symbolic construction of its long-term durability. With the function of guiding ships,
lighthouses must stand at the head of waves and winds and must cope with harsh coastal
weather such as salty winds and frequent harsh sunlight. The lighthouse is one of the
nation's principal projects, and this is just a little community-based initiative to help
safeguard it.
In the CSP analysis, which is summarized in Figure 1, we find widely varying results for
the two companies.
Figure 1. CSP of Honda’s and Dulux’s Responsible Sourcing Program

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 For the Responsibility category, the Honda Award scholarship is for students in their
final 2 years at universities that can be ranked at level 3, Ethical. The scholarship was
established by the Honda Foundation to find and nurture young talents in the field of eco-
technology in developing countries in the Asian region. Helping the young generation of
Vietnam, student groups have been and are continuing to pursue research or work at
institutes, universities, and large companies in Science and Technology in Vietnam, Japan
and many developed countries in the world. Otherwise, Dulux’s “Lighthouse Protection” can
be placed on level 4, Discretionary. The campaign focuses on giving lighthouses a new coat
and helping them stay fresh as time passes by. With Dulux's core positioning as the silent
guardians in life, this campaign doesn't seek to highlight or advertise product features.
Instead, it's entirely centered around a community-driven approach, contributing to the
protection of the nation's important landmarks, with a particular emphasis on lighthouses.
For the Stakeholder responsiveness, the Honda Award Scholarship program
demonstrates at level 3: Accommodative responsiveness towards students (as a
stakeholder group). The program directly addresses students' needs for access to
education and development in the critical field of ecological technology. By nurturing future
environmental leaders, the program has a positive long-term impact beyond just immediate
educational support. Moreover, it also focuses on developing countries. Expanding the
reach to developing countries demonstrates a wider responsiveness to the regional need
for environmental expertise. However, the program focuses on a specific student group,
neglecting the needs of other stakeholder groups (employees, the community, and the
environment). The " Lighthouse Protection " campaign by Dulux can be ranked as proactive
(level 4). The brand not only meets the basic needs of the community but also integrates
comprehensively and continuously, creating a positive and long-lasting impact within the
community. Dulux not only committing to safeguarding and preserving national heritage but
also establishing strong connections with the local community and culture, therefore
creating a positive and enduring impact on societal well-being.
The Issues maturity for Honda can be categorized as emerging (level 3). The topic of
Honda's human resources in the field of engineering and technology is still relatively new in
developing countries. On the other hand, Dulux’s activity can be categorized as emerging
(level 3). This campaign marks the first step in increasing people's awareness of the
importance of preserving and maintaining lighthouses. It received approval from state
agencies, and the Dulux team also developed a survey of actual conditions at the lighthouse
to select a paint system capable of protecting the project against harsh weather impacts.
With the Honda Scholarship Program, the Organizational implementation can be rated
at the managerial stage (level 2). It provides participating candidates with the opportunity
to experience an internship program with a friendly and professional working environment

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at Honda Vietnam Company. However, the candidates are not forced to do so. Dulux’s
implementation level through the campaign “Lighthouse Protection” can be categorized as
managerial (level 2). Dulux's campaign when choosing a lighthouse did not start from a
branding issue or communication purpose but simply to contribute something useful to
society. Dulux believes that its products meet and ensure quality to protect buildings,
thereby showing customers that this paint brand can protect their homes.
Those findings result in an average CSP score of 3 out of 4 both for Honda and Dulux.

Source:
The brief #6: Dulux - Bảo vệ hải đăng (2018) Brands Vietnam. Available at:
<https://www.brandsvietnam.com/16943-The-Brief-6-Dulux-Bao-ve-hai-dang> (Accessed: 15
March 2024).
Campaign: Dulux - Bảo vệ hải đăng (no date) Brands Vietnam. Available at:
<https://www.brandsvietnam.com/campaign/290-Dulux-Bao-ve-hai-dang> (Accessed: 15
March 2024).
Honda: Hoạt động xã hội: Giới Thiệu (no date) HONDA Việt Nam. Available at:
<https://www.honda.com.vn/dong-gop-xa-hoi/giai-thuong-honda-honda-award/intro>
(Accessed: 14 March 2024).
Honda: Tin Tức: Detail (2022) HONDA Việt Nam. Available at: <https://www.honda.com.vn/tin-
tuc/giai-thuong-honda-honda-award/honda-viet-nam-vinh-danh-nhung-sinh-vien-xuat-sac-
nhan-hoc-bong-honda-honda-award-2021> (Accessed: 14 March 2024).