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Cause Marketing and Social Responsibility
Rob HortonVice President, MarketingDecorative Paints North America
SME ConferencePuerto Rico
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• About AkzoNobel
• Our Approach to Social Responsibility
• Impact for Sales and Marketing
• Questions and Answers
Agenda
SME Puerto Rico
AkzoNobel key facts
2010
• Revenue €14.6 billion ($19 billion USD)
• 55,590 employees
• Around 40 percent of revenue from high-growth markets
• One of the leaders in sustainability
* Before incidentals
Revenue by business area EBITDA* by business area
2SME Puerto Rico
AkzoNobel is the world’s largestpaint and coatings supplier
2009 revenue in € billion
Akz
oNobel
0
2
4
6
8
10
PPGShe
rwin
-Willi
ams
DuP
ont
BASF
Valsp
ar
Nip
pon
Paint
Kan
sai P
aint
Jotu
n
Mas
co
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Excellent geographic spread ofboth revenue and profits
High-growth markets are important (39% of revenue)
High-growth markets profitability is above average
% of 2010 revenue
‘Mature’ Europe
39%
Asia Pacific
21%
ME&A
4%
Latin America
10%
North America
20%
‘Emerging’ Europe
6%
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Trusted portfolio of global brands
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SME Puerto Rico 6
SOCIALRESPONSIBILITY
31 million results
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SOCIALUnderstand what’s
going on.
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Global megatrends affecting society
Drives innovation
Today we use replenishment capacity of 1.5 planets
* Sources: UN World Population prospects, OECD, IPCC, World resources institute, WBCSD
Population growth
6.8 billion people today to over 9 billion in 2050
Climate change
Increase the need for energy efficiency and low carbon & renewable energy sources
Scarcity of natural resources
A new middle class
3 billion people emerging over the next 20 years
Quality of life
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There’s a business case for being socially responsible…
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Demographics/ globalization
Scarcity of
natural resources
Climate change
Quality of life
Dematerialization
Recycling
Global emission rights
Renewable energy
Requires paradigm shifts in technology and our institutions
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Our sustainability framework
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There’s a human case as well…
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RESPONSIBILITYApply what you do best
to meet a specific need.
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“Guiding Principle #6: We identify
a specific point of intervention and
apply our efforts against a theory
of change.”
---Bill & Melinda Gates Foundation
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Our point of intervention: We add color to people’s lives
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Significant implications for sales & marketing
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1.) Employee engagement
2.) Brand building
3.) Community renewal
4.) Support a cause using a mightier platform
SME Puerto Rico
Social Responsibility in the form of employee engagement
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Employee Engagement in the US
Social Responsibility in the form of employee engagement
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Brand Building in Poland
Social Responsibility in the form of employee engagement
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Urban renewal
in Vietnam
Own a Color and Save a Child’s LifeA cause marketing partnership with UNICEF
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Visit ownacolour.com
Q&A
SME ConferencePuerto Rico
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