Research Proposal:

A sense making approach of Corporate Social

Responsibility
to improve brand image
Profile of the organizations

1. Unilever Bangladesh Limited, a fast moving consumer goods company, engages in the
manufacture and distribution of home care products, personal care products, and foods. It
offers household care, fabric cleaning, skin cleansing, skin care, oral care, hair care, and
personal grooming products, as well as tea based beverages. The company was formerly
known as Lever Brothers Bangladesh Ltd. and changed its name in December 2004.
Unilever Bangladesh Limited was founded in 1964 and is based in Dhaka, Bangladesh.
Unilever Bangladesh Limited is a subsidiary of The Unilever Group.

2. Grameenphone Ltd. is the largest telecommunications service provider in Bangladesh

with more than 28.6 million subscribers as of September 2010.
Grameenphone was the first company to introduce GSM technology in Bangladesh when
it launched its services in March 1997. With a nationwide network that covers almost 100
percent of the population, Grameenphone’s entire network is EDGE/GPRS enabled and
so all our subscribers have access to the internet.

3. Dutch-Bangla Bank started operation is Bangladesh's first joint venture bank. The bank
was an effort by local shareholders spearheaded by M Sahabuddin Ahmed (founder chai
onsumer costs and fees by 80%. Moreover, DBBL choosing the low profitability route
for rman) and the Dutch company FMO. DBBL was the first bank in Bangladesh to be
fully automated. The Electronic-Banking Division was established in 2002 to undertake
rapid automation and bring modern banking services into this field. Full automation was
completed in 2003 and hereby introduced plastic money to the Bangladeshi masses.
DBBL also operates the nation's largest ATM fleet and in the process drastically cut c
this sector has surprised many critics. DBBL had pursued the mass automation in
Banking as a CSR activity and never intended profitability from this sector. As a result it
now provides unrivaled banking technology offerings to all its customers. Because of this
mindset, most local banks have joined DBBL's banking infrastructure instead of pursuing
their own.
Motivation of the research

Corporate Social Responsibility (CSR) can be defined as transparent business practices

that are based on ethical values, compliance with legal requirements, and respect for
people, communities and the environment. CSR involves a business identifying its
stakeholder groups and incorporating their needs and values within the strategic and
day-to-day decision-making process. It refers to a company linking itself with ethical
values, transparency, employee relations, compliance with legal requirements and
overall respect for the communities in which they operate. It goes beyond the occasional
community service action. CSR is a corporate philosophy that drives strategic decision-
making, partner selection, hiring practices and brand development. CSR is about
businesses and other organizations going beyond the legal obligations to manage the
impact they have on the environment and society. In particular, this could include how
organizations interact with their employees, suppliers, customers and the communities in
which they operate, as well as the extent they attempt to protect the environment
Statement of the Problems

The purpose of this research is to find out the reasons that how Bangladeshi corporate
houses are doing CSR activates? What is the relationship between CSR activities and
brand image? And finally is CSR really effective to promote and improve brand image of
a house?

Scope and Delimitation of the Study

Corporate Social Responsibility (CSR) can be defined as transparent business practices
that are based on ethical values, compliance with legal requirements, and respect for
people, communities and the environment. CSR involves a business identifying its
stakeholder groups and incorporating their needs and values within the strategic and
day-to-day decision-making process. It refers to a company linking itself with ethical
values, transparency, employee relations, compliance with legal requirements and
overall respect for the communities in which they operate. It goes beyond the occasional
community service action. CSR is a corporate philosophy that drives strategic decision-
making, partner selection, hiring practices and brand development. CSR is about
businesses and other organizations going beyond the legal obligations to manage the
impact they have on the environment and society. In particular, this could include how
organizations interact with their employees, suppliers, customers and the communities in
which they operate, as well as the extent they attempt to protect the environment.

Despite of our efforts to our level best, we had some limitation in preparing the term
paper. They are-

 Lack of information
 Limitation of time
 Unavoidable condition

Objectives of the study

There are some objectives of this report

• To gain practical knowledge
• this research proposal

• To understand the CSR activities of corporate houses

• To suggest some idea to those houses to improve their activities

To draw a linkage between CSR activities and brand improve ness.

• To submit
Methodology of the study

The term paper’s information has been collected from both primary source and secondary
sources.

• We will take interview from employees of Grameen Phone, Uniliver and

DBBL as our primary source.

• We will collect our information from internet as our secondary source.