Proposal for Nestle (Corporate
Social Responsibility)
Executive Summary
To: Board of
Directors,
Nestlé is committed to
manufacture and market its products in a way to create value that can be
sustained over the long term for shareholders, employees, consumers, business
partners and the national economies in which they serve. Nestlé is committed to
respecting human rights in their business activities and to avoid in human
rights violations. This is understandable, as Nestlé do not want to be involved
in an unbeneficial position. √
Nevertheless, Nestlé can do more
to serve the needs of different people as a mean to create harmony in the
society. To improve corporate social performance of Nestlé, the key target area
identified is to further serve the disabled, aged and the underprivileged.
Presenting Nestlé Project 3Es, it aims to Engage the public to Enrich
and Empower
the disabled, aged and unprivileged in the Singapore society.
Detailed action plans and models
are exemplified in the report. It highlights key actions Nestlé could well
follow to ensure success of this project. Presented are the budget plans and
analysis reports as attached in the Annex.
The success of this project
Nestlé 3Es will ensure increased public confidence, especially crucial for an
international organisation such as that of Nestlé.For your perusal, Sir
Yours Sincerely,
The SG Consultancy Group
Dated 10th May 2010
1. Introduction
The SG consultants are appointed
to assist Nestlé to fulfil corporate citizenship commitments without
compromising their business stance. The proposed program is Nestlé project
3E’s, which aims to Engage the public to Enrich and Empower the disabled,
aged (the elderly) and unprivileged in the Singapore society.
The current proposal involves an
Action Plan that enables Nestlé to contribute to the host community by
impacting and edifying the related people. This project involves Nestlé to
create an unique prototype that embodies Nestlé’s values, encouraging
sustainable development and empowerment to the people. This approach will be
pilot tested in Singapore and will serve as a pivotal platform for future
developments.
2 Host Countries and Stakeholders involved
(i) Aged
Research has shown that senses
are lost and disability increases as people aged (Cuellar & Paniagua, 2000) . Statistics show
that the Singapore population above 65 years old increases from 312,000 in 2000
to an estimated number of 796,000 in 2030 (Phillips & Chan, 2002) . This shows that
Singapore is becoming an aging population and there needs increasing emphasis
on the society to be more embracing. As Nestlé believes in improving nutrition
and human rights, the project 3Es epitomises its mission to “ helping people
live a better life” (Nestlé Research Centre 2009).
(ii) Visually
Handicapped / Disabled
Visually handicapped are people
whose cause of blindness are congenital or due to accidents (Singapore Association of the visually handicapped, 2009) (Yadav 2001). The disabled are categorised under disability in the
five senses (Disabled World Disability and Healthy News, n.d.) . Both require
help in groceries and this program will address their constraints for ultimate
shopping experience by introducing them the concept of Braille advertising.
(iii) Underprivileged
The underprivileged refers people
who are deprived of opportunities that will limit their progress in life. As
Singapore relies on human resource, every Singaporean should contribute to
society in different ways (Sim 2005). Nestlé is tasked to bring out the best
potential in these people by providing aid.√
3. Action
Plan
To improve the standard of living
of the aged, underprivileged and the disabled, the following five phrases of Action
Plans are proposed:
3.1 Phase
1 – Nestlé’s alignment of its products to champion 3Es movement
(a)
Target Group
(i)
Target
people 1: Visually Handicapped
Nestlé should come out will a new
labelling packaging on its most popular breakfast cereal product called ‘MILO’ by
creating a Braille language design on the product packaging (Moore, Graves and Boland P 1997) . This will benefit
the visually handicapped as they distinguish Nestlé products from other similar
products by simply touching the 3D packaging word.
(ii) Target
People 2: Aged people
Nestlé should introduce a series
of breakfast products mainly to target the aged people. Breakfast is very essential
to start a day, so likewise for the aged, they should not be left out (Webster 1995) .
(iii)
Target People 3: Underprivileged children
Nestlé should continue to
establish its breakfast series for the underprivileged children by
creating more enticing breakfast cereals (Fiske, Gilbert
and Lind 2010) .√
(b)
Implementation of Braille Technology
In creating a Nestlé Logo (Figure
1) that incorporates Braille, Nestlé can engage students nationwide in a
Logo-making competition. The winner of the competition can cooperate with
Curtin Marketing Department to promote new Nestlé labelling products, firstly
through the school and finally to the public. Nestlé can work with Curtin
Singapore and SAVH to develop the new proposed packaging feature and project
3Es programs. The focus of the project is to help the visually handicapped eventually
to gain self-confidence through Nestlé products.√
(c)
Representation of the aged and underprivileged
Nestlé should engage the aged and
underprivileged through its promotions. This can be done through engaging them
as models of Nestlé’s products or their corporate magazines. Staff employees can
designate a day once every week to volunteer at Touch Communities either by
bringing them out for leisure activities. In the process, they will be
introduced to Nestlé products, which are specially catered for their specific
needs. It is hoped that the aged and underprivileged are assisted with schoolwork,
support groups and essential skills.√
3.2 Phase 2 – Establish firm relations through
collaborations
1.
Collaborating with governmental bodies such as MCYS (Ministry
of Community Development, Youth and Sports), HPB (Health Promotion Board) to
create awareness of the needs of the aged, disabled and the underprivileged. This can be done through the media avenues by
educating the public.
√
3.3 Phase 3 - Implementation of community
development projects
(i) Associates Involved:
-Strategic Marketing Managers
Nestlé’s representative from the marketing department
will fill this position and will preferably have qualifications in business and
marketing backgrounds from reputable local universities such as National
University Of Singapore. This person will plan, coordinate and forecast
marketing strategies, which will chart the progress of projects such as 3Es. An
exemplar report is shown in Annex B. He will assist Nestlé in formulating
strategies that will rival competitors so as to gain competitive advantage.
-Corporate Management Support
This position will most likely come from Singapore. He
will need to work closely with the Strategic Marketing Managers to plan,
coordinate and forecast strategies that will ensure the success of the 3Es
project.
-Manpower from SAVH (Singapore’s Association of the
Visually Handicapped)
In order to help the visually handicapped more
efficiently, SAVH’s staff and volunteers can liaise with Nestlé employees, whom
will serve to assist the visually handicapped efficiently. √
3.4 Phase 4 – Outcomes Evaluation
The tripartite group consisting of SAVH, Nestlé and the government will
form the basis of communication across all projects done.
3.5 Phase 5 - Accountability
Nestlé can coordinate with IPOS (Intellectual Property Office of
Singapore) to ensure the product is ensured copyright. Since SAVH shelters most
visually handicapped people in Singapore, they can liaise with SAVH to ensure
the success of the prototype. SAVH representatives can report outcomes to
stakeholders including the Nestlé Board of Directors, the host community, and the
government. Reporting will include presentations and publications.√
3.6 Phase 6 – Sustainability Planning
The sustainability of the project is actualised in a
report shown in Annex B. Nestlé can work with SAVH to further improve on the
products to identify other improvements beyond the surface level of helping the
visually handicapped. Further collaborations can serve as outreach projects to
the visually handicapped. √
4. Feasibility of Program and Challenges to
Implementation
4.1 Creating
the Braille Design
The idea of the Braille proposal aims to design an image that will help the
visually handicapped in differentiating Nestlé products from other similar
products. It is hoped that Nestlé can contribute to the society through
integrating the visually handicapped into the mainstream society by allowing
the visually handicapped to shop better. This can be done through the promotion
of Nestlé own products. Although acknowledged that there are more convenient
methods to shopping such as online shopping, this is essentially Nestlé’s
promise to the visually handicapped to social integration, regardless of
disability (Jose
and Sachdeva 2009).√ (good idea to render respect and dignity to the
persons with visual impairment)
5. Benefits to the Host Communities
Through the successful
implementation project 3E’s, the following benefits to the host community will
be realised.
5.1 Empowerment
of product
The basis of patenting the Braille as a form of trademark is a novel
idea for Nestlé. It can serve as a marketing strategy for Nestlé as this form
of advertising is not used at all in the market, thus boosting Nestlé’s image
as a creative and efficient company. With the program Nestlé will prove to the
public that they hold the values of their business.
5.2 Nestlé’s
enhanced credibility to embrace human right
Nestlé can
adhere to this created slogan: “At Nestlé’s it’s the individuals that we care
for”.
6. Benefits to Nestlé
Nestlé can achieve an improved
social standing, which favours Nestlé’s reputation when conducting future
business operations in the region.√
Nestlé can engage in shareholder
activism as a form of corporate commitment to the cause that 3E Project
advocates- to raise the standard of living of the aged, disabled and the
underprivileged. This creates an inclusive environment where everyone has roles
to provide a conducive environment for the abovementioned people.
Through the dissemination of
information of the 3Es Project, Nestlé can enhance its core values and improve
on its reputation as a credible and caring organisation among its international
counterparts of companies. This is essential in reducing Nestle’s negative
publicity by painting a positive light while it commits to project 3Es.
Nestlé can gain a competitive
advantage over its competitors by dominating market share. This happens when Nestlé
caters its products to all walks of life through a comprehensive plan as abovementioned.
√
7. Conclusion
The development of
3Es initiatives will directly benefit the Singapore community, including Nestlé
and its stakeholders. This proposal covers most problems faced in contemporary
times and despite the challenges posed, the success of implementing this
proposal will significantly promote better cohesiveness and integration in
Singapore. Nestlé will benefit greatly as it will essentially help in the sustainability
of the company in terms of publicity and its products.
Most importantly,
Nestlé’s commitment to the project will be a display of confidence and belief
system for the related people.
√√ (Word Count?)
Reference
List:
Disabled
World Disability and Healty News. n.d.
http://www.disabled-world.com/disability/types/ (accessed May 4, 2010).2009.
Cuellar, Israel, and Freddy A. Paniagua. Handbook of the multiculture mental. Academic press, 2000. http://www.pharmabraille.co.uk/braille-alphabet.html
(accessed May 2, 2010).
Fiske, Susan
T, Daniel Gilbert, and Gardner Lind. Handbook
of Social Psychology, 5th Edition, Volume One. John Wiley&Sons,
Inc,.Hoboken,New Jersey., 2010.
Sim
J, Boon-Yee. " Citizenship Education
and Social Studies in Singapore: A National
Agenda" International Journal of Citizenship and Teacher
Education Vol 1, No. 1, July 2005
Jose R,
Sachdeva S. Community rehabilitation of disabled with a focus on blind
persons: Indian perspective. Indian J Ophthalmol 2010;58:137-42
Moore,
J.Elton, William H Graves, and Jeanne Boland P. Foundations of rehabilitation counseling with persons who are blind or
visually impaired. AFB Press, 1997.
Phillips, David R., and Alfred C.M. Chan. Ageing and long-term care:national policies in the Asian-Pacific.
Institute of South Afica Studies, 2002.
Satyender Singh Yadav
"Disability and Handicap among Elderly Singaporeans" Singapore
Medical Journal Vol 42 (8) p 360-367
Singapore Association of the
Visually Handicapped. June 15, 2009. http://www.savh.org.sg/about.php
(accessed MAY 2, 2010).
Social Report of Nestlé Rossiya
LLC. June 2009. http://www.Nestlé.com/Resource.axd?Id=00B5F8F9-199D-4036-9A27-4E0C955F90F9
(accessed march 2009, 2010).
The Braille
Alphabet. 2009. http://www.pharmabraille.co.uk/braille-alphabet.html (accessed
May 2, 2010).
Webster, Kathryn.
"Breakfast cereals." Nutrition
& Food Science (MCB UP Ltd) 95, no. 5 (1995): 35-41.
Annex A: Authorship Listing
TASKS Authorship
Listing
Executive
Summary/ Introduction ALL
MEMBERS CONTRIBUTED
Host
Countries and Stakeholders Involved ALL
MEMBERS CONTRIBUTED
Action
Plan ALL MEMBERS CONTRIBUTED
Feasibility ALL MEMBERS
CONTRIBUTED
Challenges ALL MEMBERS
CONTRIBUTED
Benefits
to Host Community ALL MEMBERS CONTRIBUTED
Benefits
to Nestlé ALL
MEMBERS CONTRIBUTED
Conclusion ALL
MEMBERS CONTRIBUTED
Reference
List ALL
MEMBERS CONTRIBUTED
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