Prepare a two-page brief outlining your decision for the KIND executive team. A brief is an organized summary of the facts of a situation or analysis and the resulting conclusions that is prepared to

Case Study: KIND Healthy Snacks Overview & Instructions

KIND Healthy Snacks is a company that started with a focus on doing more than just selling nutritional snacks. In fact, that's one of the key reasons why founder Daniel Lubetzky named the company KIND. One of KIND's newest initiatives is called the KIND Movement. Essentially, the KIND Movement allows their employees to reward acts of kindness with special KIND Rewards Cards. The company (and their employees) love this program and it's been very successful so far. This case comes down to analyzing whether this is a corporate social responsibility initiative, a marketing initiative, or a blend of both. Additionally, this case encourages students to dive deeper into Corporate Social Responsibility initiatives and how they are blended with public relations and marketing practices.

Key Topics: Marketing, Corporate Social Responsibility

Instructor Assignment and/or Instructions:This case addresses the following course outcomes:

• CLO-4: Identify business functional areas and describe how they support business operations (marketing, corporate social responsibility).

• CLO-6: Analyze current and emerging business practices that will have an impact on her/his career.

This case also addresses the following program outcomes:

• PLO-2: Recognize, assess, and propose solutions to legal, social, and ethical issues in the business environment.

Please review the following resources in the order listed:  

1. Company Background Video

2. KIND's Product Evolution Video

3. The KIND Movement Video

4. Company Background Information Packet

5. Marketing vs. Corporate Social Responsibility Video

Assignment:

KIND's mission to "make the world a little kinder" has played a key role in the company's development since day one. Since launching their KINDawesome cards, the company is wondering how to drive this new initiative. On one hand, the company wants to be socially responsible and effectively inspire their consumers and the greater community to be kind. On the other hand, KIND recognizes the marketing potential for an initiative like KINDawesome cards.

Assume the role of Dana Rosenberg, the Director of the KIND Movement. It's your job to decide how the company will approach KINDawesome cards moving forward. Should the company frame them solely as a corporate social responsibility initiative, use them as a marketing tool, or strike a balance between the two?

Prepare a two-page brief outlining your decision for the KIND executive team. A brief is an organized summary of the facts of a situation or analysis and the resulting conclusions that is prepared to give your reader a quick, overall view of your thinking and recommendations.  In your written brief, address the following points:

1. What is your decision regarding how to approach the KINDawesome cards? Why?

2. What are the pros and cons of targeting the KINDawesome cards as a corporate social responsibility initiative? As a marketing tool?

3. How do you foresee your decision affecting other company departments, especially marketing, public relations, and communications?

4. Are there any external factors that informed your decision? If so, what are they?

5. What are potential critiques of your decision? How would you respond to these?