So much for corporate social responsibility
I was studying for my brand management exam which is this coming tuesday. I was reading on brand associations. the recent strategic marketing move by Arnott's and Mt Franklin raise my attention to brand associations. October is "Breast Cancer Awareness Month" in Australia. Arnott's is a biscuit company which produces their well-known chocolate "Tim Tam":
And Mount Franklin is just bottled water:
I figured that since im studying this brand management and it was something interesting, i might as well just post it. A major part of whatever im posting here will be duplicated in the exams if a similar question comes out.
Since it was "Breast Cancer Awareness Month" month, both Arnott's & Mount Franklin decided to perform their "social corporate responsibilities" by "supporting" the Breast Cancer Foundation. And what they did was...
Pink Tim Tams!
And pink-bottled Mount FranklinsTo take your mind off abit, I will talk about some "interesting" marketing tactics here. The normal packet of tim tams (1st picture) contains 11 tim tam biscuits. 11 is a prime number. Ever wonder why Arnott's produces packets of 11? Here's a theory (and it's true): as humans, you "never" take the last piece because it's "rude" to take the last piece. So their theory was: if 2 people were sharing a packet of tim tams, one person will lose out by missing out on the last piece of tim tams. So what do you do to make it even? you buy another packet. Evil tactics isnt it?
Anyway, back to corporate social responsibility, Arnott's pink-packeted tim tams cost as much as the "original" one, and for every packet of pink tim tams sold, Arnott's will donate 10 cents to the National Breast Cancer Foundation.
BUT (here's the twist) the pink-packeted tim tams only got 9 pieces of Strawberry-flavoured biscuits in it. Assuming the pink one and the original one costs AUD$3. (You do the math yourself), for every packet of pink tim tams Arnott's sold, they are able to
- cover the cost of the tim tams (normal)
- donate 10 cents to the National Breast Cancer Foundation (woah, good effort! even though it's only a pathetic 10 cents. Great, them expect to raise more than $150,000.. that means u have to sell 15 million packets of tim tams) - *another thing to note: Australia's current population count is slightly more than 20 million
- earn an additional profit of $0.06 for every packet of pink tim tams sold + they get consumers to perceive them as a socially responsible company (WTF!)
posted by Mr. Wong @ 9:33 PM
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