Absolute final chip mong report

Chip Mong Group Corporate Social Responsibility

Rachel Addlespurger, Marisa Fernandez, Andrew Germann, Rachel Hartwick, Tianna Newton, Leak Sophavatey, Nop Somanary, Phim Kev, Chin Sangfong, But Seakly, Srong Valivan

Table of Contents

Introduction to CSR............................................................

1

Smart Case Study................................................................

2

Jackie O's Case Study........................................................

3

Recognizing Chip Mong Brand..........................................

4

Chip Mong CSR Strategy...................................................

5

Recommendations...............................................................

Conclusion..........................................................................

9

13

1

1

Overview of Chip Mong

They have provided construction and

Chip Mong CSR Mission Statement

renovation assistance to various pagodas, schools, parks and recreation areas, and streets

Chip Mong Group aspires to be a working part of Cambodian society. The CMG corporate social responsibility team strives to establish a long term impact. To do so, Chip Mong Group will center any ventures around three values: community, culture and education.

in Phnom Penh and provinces including National Road A6.

CMG has demonstrated concern for the Cambodian people through actions such as a fire brigade that remains on standby 24/7 to put out fires at no cost to the public and has dispatched sweeper trucks in Phnom Penh.

Corporate Social Respnsibility

CMG uses company profits to support the educational development of Cambodian

Corporate social responsibility is quickly gaining traction all around the world.

According to the 2015 Cone Communications Millennial CSR Study, about 9 in 10 millennials would switch brands to one associated with a cause. Because millennials are born into the digital age, they are much more likely to question a company's true motives behind advertising. Sixty-eight percent of Cambodia's population is made up of youth (under age 30). For these reasons, it is vital that influential companies have an impact on the greater society in order to cater to the quickly growing youth population in Cambodia.

youths. They have given away 1,000 scholarships to Cambodian college students, provided sponsorships to many more, and started initiatives to renovate provincial schools to provide Cambodian children with the finest learning environment.

CMG believes as a company they should give back. Their charitable contributions support this idea; they give donations to the Cambodian Red Cross, Kantha Bopha Hospital, and other local associations to support those in need, as well as provide clean water to those in Kampot and Kampong Speu provinces. This notion is continued in their sponsorship of assorted sports and cultural

State of Chip Mong

events, such as concerts and boxing matches.

Chip Mong Group (CMG) began in 1982, and worked to provide supplies to help Cambodian’s rebuild in a time when materials were scarce. Since then, CMG has made it their mission to provide for Cambodia and support its development. CMG has done this through multiple corporate social responsibility projects.

For all they do to give back to the Cambodian people, CMG still lacks a strategy for their different projects and would benefit from an established plan.

A strategy for current and future CSR projects would give projects more continuity and likely cause positive long term effects.

CMG’s core values include giving back and are customer focused. A clear strategy will continue to help promote those values.

Intro

Smart

Jackie O's

Brand

Strategy

Recommendations

Conclusion

2

Case Study: Smart Axiata

Background

Smart's Projects

Smart Axiata Cambodia is a

Illyasak said the CSR initiative that gained

telecommunication company that provides a

the most exposure from the public was the city

4G LTE network and other mobile and internet

clean up. Many Smart employees wore their

services. It serves all 25 provinces in

Smart shirts as they cleaned the sides of

Cambodia and has more than 8 million

provincial roads. Another initiative that

subscribers.

Illyasak believed had the greatest impact, but

Our team visited the Smart Axiata

the least amount of exposure was their mobile

headquarters and met with Hazan Illyasak, who

library, which involved digitizing the library

is the CSR and Sustainability Specialist.

books onto tablets for higher accessibility.

Global Banking and Finance Review awarded

Additionally, they held a hackathon

Smart as the winner of the 2015 Corporate

which represented a creative CSR initiative for

Social Responsibility Cambodia Awards

Smart because it has never before been done by

because of the company’s dedication to the

an agency as a CSR project.

betterment of the Cambodian community.

Currently, Smart Axiata does not openly

Smart had a number of specific initiatives,

promote their CSR activities, but they are

including distribution of e-books to kids,

launching a Facebook page in June called

annual tree planting, sending a delegation to

“Smart for Cambodia,” which will be

the Homeless World Football Cup, and

specifically for posting new CSR initiatives

sponsoring marathon events across the country.

that they have. This will lead to a greater

It was clear from talking to Illyasak that

exposure of the impact they have on the

their CSR initiatives have helped the

community, and more young people may feel

company’s image. Their goal is to be the

more inclined to buy from Smart.

digital champion by 2020, and because of Cambodia’s growing population, they must appeal to the younger generation. The average age for the employees at Smart is 24 years old.

Illyasak’s position used to be a part of branding and marketing, and it is only as of recently that they have developed his full-time CSR position. Illyasak said that part of why their CSR is so strong is because Smart's CSR team is diverse—he has years of experience working with NGOs, and his co-worker has a strong business background, which he said allows them to utilize their skills well together.

Intro

Smart

Jackie O's

Brand

Strategy

Recommendations

Conclusion

3 Case Study: Jackie O's Brewery

Background Jackie O’s Pub and Brewery is located in Athens, Ohio. In addition to brewing craft beer, it has a restaurant portion. Its products have reach throughout the entire state of Ohio, and we have found that Jackie O’s embeds corporate social responsibility into its brand and creates a unified message. The goal of this case study was to learn from Jackie O's how to incorporate CSR into its brand. We interviewed Allison Weber, the assistant to owner and head of CSR projects.

Jackie O’s also has two platforms to check

Jackie O's Projects One of the main takeaways from Jackie O’s

absolute best in terms of sustainability. First,

is that the company is fully engrossed in

they utilize databases from the Brewer’s

sustainability practices right down to its

Association to help them track how sustainable

slogan, “Sustainability crafted with purpose.”

they are. Second, they are in the process of

When customers think of Jackie O’s, they

getting B Corp certified. This certification

understand right off the bat that they’re going

makes sure a company records employee

to be buying from a company that gives back.

treatment, sustainability, and their overall

Jackie O’s is sustainable in several ways:

financial success.

they give some of their spent grain to local

Weber said Jackie O’s brand is built into its

companies and farmers and use it to make

CSR/sustainability culture. She said, “I think it

bread and pizza crusts for their restaurant.

helps feel better about it when you’re

They installed solar panels on their roof, as

supporting a brand that you know is doing the

other breweries have begun doing as well.

right thing.”

They also have a section on their website

We decided these findings were the most

for donation requests from companies and

applicable to CMG. With the company’s

organizations. Weber noted that while they

several endeavors and goal to expand even

have a yearly budget set aside for donations such as these, they decide on who to donate to on a case-by-case basis. She said, “If someone’s doing an auction, we can donate merchandise." They also rent out their facility

Smart

more, a tagline about social responsibility that applies to all parts of CMG will help unify the company in customers’ eyes. CSR and branding must be cohesive within a company for the message to be effective.

for events.

Intro

with outside sources if they are doing their

Jackie O's

Brand

Strategy

Recommendations

Conclusion

4 Recognizing the Chip Mong Group Brand

Based on the two case studies, we have discovered that it is vital for CMG to analyze how the Cambodian people perceive the end result of a project. An essential way of doing this is to stimulate conversation of projects through word of mouth and subtle prompting from CMG with the Cambodian public.

As mentioned before, the 2015 Cone Communication Millennial CSR Study states that the younger generation is more likely to question a company’s authenticity rather than its conventional ads and popular slogan. There are a few ways, but the company is not limited to, to establish a brand without largely publicizing its CSR initiatives and projects. Brand

OMMUNITY exposure is important for any company and CSR goes hand in hand when addressing this.

Suggestions for exposure: Wear Chip Mong Group apparel when in the public doing good works. This can be utilized when employees are volunteering or when CMG is sponsoring a project within the community.

Advertise architecture and design competitions for future construction projects. It will provide student involvement and creativity by picking ideas and designs created by students.

Allow the Chip Mong Group logo to be on and within any project that the CSR team pitches

Interpersonal communication. Interact with the community as a representative of the Chip Mong brand Donate Chip Mong goods i.e. Khmer Beverage products during projects whenever possible

Intro

Smart

Jackie O's

Brand

Strategy

Recommendations

Conclusion

9 Recommendation: Chip Mong Parks

Chip Mong Parks aims to create free public parks that promote health, community and greenery in Phnom Penh. This has the potential to bring people of different backgrounds together and to provide a clean area for people to spend their free time.

This initiative will improve Chip Mong’s image that gives back to the community while increasing awareness of Chip Mong’s CSR.

Background Research According to February 2017 statistics from World Health Organization (WHO), insufficient physical activity is one of the leading risk factors of death worldwide. It is a

Target & Objectives

key risk factor for noncommunicable diseases such as cardiovascular diseases, cancer and

Our target audience is residents and tourists of Phnom Penh of all ages.

diabetes. Across the globe, 1 in 4 adults are not active enough. However, more young people are making exercise a regular part of their daily life. WHO recommends that children and adolescents do 60 minutes of physical activity

The objective of the park is to become the first park of Phnom Penh with 500 trees by 2022 • to bring the community together in a safe and healthy environment • to bring Chip Mong’s CSR initiatives into the public eye.

every day, young adults do 150 minutes, and elderly do 150 minutes of lower intensity

Project Components

physical activity each day.

Finalizing land: The park should be about 10

Air pollution is an issue, particularly in

hectares of land that Chip Mong owns near the

Southeast Asia. In many Southeast Asian

Park Land Sen Sok.

cities, there are quickly deteriorating levels of

Layout: Gather appropriate departments on

ambient air quality. According to 2014

brainstorming layout of park. Research current

statistics from WHO, 3.7 million deaths each

parks in Phnom Penh.

year can be attributed to outdoor air pollution,

Construction: Chip Mong employees may

and 25% of deaths from outdoor pollution

build the park with the help of volunteers to

occur in Southeast Asia.

plant the trees.

Further, according to the World Air Quality

Maintenence: Park maintenance can provide

Index (2016), Cambodia ranked 146 out of 180

jobs for the community. In addition, Chip

for air quality, especially Phnom Penh. This is

Mong Group can install trash cans to prevent

lower in comparison to Vietnam ranking 131

litter as well.

and Singapore, which ranked 14.

Intro

Smart

Jackie O's

Brand

Strategy

Recommendations

Conclusion

10 Recommendation: Chip Mong Parks

We decided to make the park design shaped like the Chip Mong Group "C," which would draw attention to the company as a new form of tourism. The logo is another contribution to the Chip Mong brand and the public would recognize it as a positive image. The park would include several open, grassy spaces for people to have cultural performances, community events and have picnics. It would also include more dense, tree-filled areas, exercise equipment, a pond and a bike path.

Intro

Smart

Jackie O's

Brand

Strategy

Recommendations

Conclusion

11 Recommendation: Chip Mong Forests

Chip Mong Forests is an initiative that aims to proactively create more green space in Cambodia. Issues such as deforestation and environmental degradation are a huge problem in Cambodia today. Fast expansion and development are the main reason for these issues. By building a park and planting trees, Chip Mong Group could present itself as a responsible, community-engaged, and environmentally-friendly developer.

With proper branding, this project will also demonstrate Chip Mong’s dedication to the

Target & Objectives

public as a responsible globalized company who gives back to the sustainability of the

Our target is young Cambodian residents.

community and the environment.

Objectives include to grow 1 tree for every 10 square meters of land used for a real estate

Background Research

development project—we suggest 25 to 50 Cambodia’s contribution to worldwide deforestation is ranked number four globally.

hectares • increase company’s brand awareness as a responsible property developer.

According to statistics acquired by MongaBay,

Project Components

The country’s rainforests have dwindled from 70 percent in 1970 to about 3.1

Forest Planting: Chip Mong could seek help

percent today (2014).

Deforestation has damaging effects not only

from employees and volunteers, especially

to the environment, but also to the people

millennials, to plant wildlife. The project can

living in areas of deforestation. According to

also be opened to the public who might like to

an article by Earth Eclipse, these effects

donate money to purchase the trees in a family

include: production of greenhouse gases that

or loved one's name.

result in detrimental changes to weather

Forest Planting Updates: The team may also

patterns, changes in the water cycle that add

occasionally visit the forest to capture videos

pollution to natural waterways, acidified

and photographs of the improved condition of

oceans, a negative impact of quality of life, and

the area. This multimedia timelapse which

an increase in pollution(2017).

would constantly promote the effectiveness of the project.

Intro

Smart

Jackie O's

Brand

Strategy

Recommendations

Conclusion

12 Recommendation: Beautify Cambodia

Beautify Cambodia is an interpersonal, twicea-year event to promote greener practices in Cambodia. The country's natural beauty is one reason that tourism is able to flourish. Litter and trash directly impact Cambodia’s aesthetic as well as the health of its residents. A CMG litter and trash cleanup initiative would immediately help communities affected by excessive litter.

Targets and Objectives Our target audience is residents and tourists of areas where litter is a large issue. This includes high school and college students, and CMG employees. The objectives are to beautify Cambodia by removal of litter • to raise community engagement of Chip Mong Group.

Supplies Needed: CMG would need to provide gloves, facemasks, trash grabbers, and bags for volunteers.

CMG Visibility: CMG may utilize branded apparel for volunteers. These could be CMG hats, shirts, pins, buttons, wristbands,

Project Components

etc. Khmer Beverages may also provide Organizing Cleanup Event: CMG may

drinks for the event.

organize a twice-yearly trash cleanup event.

Volunteer Recognition: CMG may

CMG corporate staff, employees under

recognize their appreciation for employees

CMG, high school and college students, and

and volunteers who participate in this

local community members may be invited

program. They may use this as an

to participate and volunteer.

opportunity to network with students and

Target Areas: Possible areas include

prospective recruits as well.

Sihanoukville and Siem Reap, which are

Volunteer Acquisition: CMG may

heavily affected by litter.

promote this event within CMG and all of

Suggested Times: The cleanup initiative

the companies within its portfolio. CMG

may take place after big events such as

may also promote this event atthe schools it

Khmer New Year and New Year's Eve.

works with and within its other CSR

Event Activities: The event may end with a

programs, such as The Best of Me. CMG

picnic for all volunteers. Fun activities such

may also reach out to community members

as sporting events or competitions may be

from areas where the cleanup takes place in

played afterward or during lunch.

order to increase engagement.

CULTURE

Intro

Smart

Jackie O's

Brand

Strategy

Recommendations

Conclusion

13 Conclusion

Future of Chip Mong Group

Explanation of Recommendations

One of Chip Mong Group’s core values is to

We believe our three recommended projects are

grow and give back. CMG has done this through

creative ways to give back to the community

various CSR projects. All of the projects could

that go beyond monetary donations. Chip Mong

benefit from a comprehensive strategy to align

Parks may provide a free space for Cambodian

all initiatives with the company’s mission. CMG

residents and tourists to exercise and come

requested that our team not only construct this

together as a community. Cambodian youths

plan, but also provide recommendations for

are increasingly incorporating exercise into

future long term projects.

their daily routine, and this would give them a place to do so. To combat Cambodia’s rising deforestation rate, Chip Mong Forests will help

Explanation of Strategy

rebuild ecosystems and provide a solution to Implementing a three pillar strategy allows for

increasing pollution, which in turn may raise

a constructive platform to base potential CSR

the quality of life for all Cambodians. Finally,

projects. Chip Mong Group strives for

Beautify Cambodia may help maintain the

meaningful initiatives through non-traditional

country's natural beauty by cleaning up trash in

practices of CSR by creating long term change

areas with excessive litter. Because this

rather than paying for short term gratifications.

initiative is led by CMG, it may help to further

With this in mind, we focused on three

the company’s relationship with communities

objectives: community, education, and culture.

of all backgrounds.

Our hope is that our recommendations will create growth, opportunity, and preservation.

Intro

Smart

Jackie O's

Brand

Strategy

Recommendations

Conclusion