嘉士伯CSR启动的程序叫喝的责任,教育客户喝与自己的极限,不要喝酒后开车超过限制。在内部,公司允许员工要求收回出租车费用当他们喝了。除此之外,他们已经运行了20年或更多。我们有十大慈善项目,为学校筹集了3.6亿RM。我们OCM奥林匹克委员会(马来西亚)计划,我们支持马来西亚的顶尖运动员(OCM -嘉士伯运动员退休计划)以及我们嘉士伯经典高尔夫慈善机构的支持。“我们的企业社会责任项目的一个非常重要的元素是回馈,而当你回馈必须无条件放人。所以它必须是真正的企业社会责任,而不是一个营销活动。”(Soren Rovn嘉士伯董事总经理说。(Susun 2012)
The company history show that the previous managing director not doing well to make Carlsberg Malaysia keep on the top of market and make the company lose the market leader position. So Carlsberg Copenhagen, Denmark assigned the new managing director to restructure the company and establish need strategy on Carlsberg Malaysia. The restructure on the company, they try to reduce the level of communication in between operation and management level and putting the salesperson get close with the distributor so that the salesperson understand and can be the front line facing the problem on the supply and delivery stock. To get back the market leader, company put hard on advertisement and sponsorship to build up the image also. To gain back those big customer, management team been assigned work together with the salesperson to negotiate with the customer and make both party become win-win situation.
Carlsberg CSR launching the program that call Drink Responsibility, to educate customer drink with the own limit, and do not drive after drink over limit. On the internal, company allow staff claim back the cab fee when they was drink over. Besides that, they have been running for 20 years or more. We have our top Ten Charity programme where we have raised RM 360 million for schools. We have our OCM (Olympic Council of Malaysia) programme where we support Malaysia’s top athletes (OCM – Carlsberg Athletes Retirement Scheme) as well as our support in the Carlsberg Golf Classic charity. “A very important element of our CSR programme is to give something back, and when you give something back it has to be unconditionally. So it has to be real CSR and not a marketing campaign.” said by Soren Rovn Carlsberg Managing Director. (Susun 2012)