lexus china csr program proposal

Lexus China CSR Program Proposal

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The Current Situation

• Lexus has not launched CSR programs in China yet

• Lexus’ competitors launched their CSR in China for many years

1. Lexus China CSR Background

BMW Warm-Heart Fund (BMW )

http://gb.cri.cn/27824/2009/12/27/3245s2715867.htm






BMW Culture Journey (BMW )

BMW Children’s Traffic Safety Education (BMW 儿童安全教育)

Mercedes-Benz Green Legacy ( )

Mercedes-Benz Music Classrooms (

Mercedes-Benz Youth Tennis Development Project

http://img.daqi.com/upload/2008-04-29/1209430727.jpg

http://img.daqi.com/upload/2008-04-29/1209430727.jpg

Audi Driving Dreams

http://www.autohome.com.cn/img/?img=2009/6/22/22-15-54-2-626636094.jpg

http://www.autohome.com.cn/img/?img=2009/6/22/22-15-54-2-626636094.jpg

Volvo Hope School Teachers Training Plan

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Specific Research and Analysis

• Has been conducted since last year

• Use qualitative research


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Shanghai

Beijing

Guangzhou

Chengdu

• 12 consumers in 2groups

• 6 government or

affiliated organizations

• 3 media

• 2 dealers

• 12 consumers

in 2 groups

• 1 media

• 2 dealers

• 12 consumers

in 2 groups

• 1 media

• 1 dealer

• 1 media

• 1 dealer

In summary:

-36 consumers in 3 cities

- 6 government org. in BJ

- 6 Lexus dealers in 4 cities

- 6 key media in 4 cities

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Key Findings from Specific Research and Analysis

• High expectations from the Chinese government

• CSR is one way to highlight and reinforce value propositions

of company

• Although small impact on direct purchasing decision, CSR

exerts positive influence on brand reputation

• CSR program should be long-term and sustainable which

demonstrate company’s commitment and reliability towards

society


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It’s time for Lexus to implement CSR in China

• CSR is an important element in the business strategy

• Toyota has contribute a lot to CSR in China

• Lexus’ contribution to society is hard to recognized by the public

• After 6-year operation of Lexus in China, it’s time to giving back to

the society


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• Reinforce Lexus brand image

• Enhance Lexus brand reputation and further improve customers loyalty

• Involve different stakeholders as priorities: DLR, customer, employee,

government officials and etc.

• Build goodwill equity among key stakeholders

2. Lexus China CSR Objectives

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Theme: People and People’s Friends ( )

• In line with Lexus Core Value and the Toyota Way

<Lexus> <Toyota>

- Attentive Customer Care - Respect for People

• Lexus actively promote the harmonious society

• Associate with Toyota China CSR concept:

- Education

- Safety

- Environment Protection

3. Lexus China CSR Theme

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3. Lexus China CSR Chart

Area Lexus Toyota BMW Mercedes-Benz Audi Volvo

Education ○ ○ ○ ○ ○

Safety ○ ○ ○

Culture ○ ○ ○

Animal Protection ○

Plant Protection

Nature Protection ○ ○ ○ ○

People and People’s Friends

People

Education

Children Care

People’s Friends

Animal Welfare

Wild Animal Welfare

Left Behind ChildrenCare Program

Wild Elephant Protection Program

People and People’s FriendsPeople and People’s Friends

PeoplePeople

EducationEducation

Children Care Children Care

People’s FriendsPeople’s Friends

Animal WelfareAnimal Welfare

Wild Animal Welfare

Wild Animal Welfare





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(1) Left-behind Children Care Program

• Who are the left-behind Children

• Why do we support this program

• Cooperate partner and tentative

• Why select All-China Women’s Federation ( )

• The role of Lexus

• Organization chart and key activities

• Anticipated outcomes

• Time line

4. Lexus China CSR Program Introduction

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• Who are the left-behind Children

They are groups whose parents work in the urban cities, but children stay at the hometown.


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• Why do we support the left-behind Children

- Children are the future of society

- 58 million left-behind children in China

- Aligned with government’s agenda: Top Priority Problem


Left-behind Children Distribution in China

Top 10

Provinces

by percentage

Data resource: research report on left-behind children by government

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• Cooperate partner and duration

- Cooperate with the All- China Women’s Federation ( )

- 3-year program, contract with ACWF will be signed yearly

- Evaluate this program yearly


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• Why select All-China Women’s Federation ( )

- Strong government background

- The President of ACWF is Chen Zhili

- Established in 1949

- Abundant social resources


http://www.womenofchina.cn/html/report/96249-1.htm

http://www.womenofchina.cn/html/report/96249-1.htm

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Other Programs of ACWF ( ):

- The Water Cellar Project supported by

China Ever-bright Bank

- Heroic Role Models Fund and Hero

Moms supported by Legend holdings Ltd.

- 'Piao'an' Mother and Infant Fund supported by Henan Piao’an

Group

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- Support them from mental and physical

- Advocate more Lexus dealers and owners to involve

- Set up a demo and further attract attention of public

- Contribute to Lexus’ image as a socially responsible brand


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Organization Chart

Support Children’s Future

※ 2011: 8 centers2012: 10 centers (TBD)2013: 10 centers (TBD)

Lexus (TMCI) & ACWF （全国妇联）

58 million

Left-behind Children

In China

Activity Centers

• Joint press conference

•Summer camp

•Family education lectures

•Volunteers paring up

Other Activities

Lexus

DLRs

• Library

•Computer room

•Psychological counsel room

•Other facilities

Lexus

Staffs

Lexus

Owners

Support Children’s Future



Lexus (TMCI) & ACWF （全国妇联）

58 million

Left-behind Children

In China

Activity Centers


•Summer camp

•Family education lectures

•Volunteers paring up

Other Activities

Lexus

DLRs

• Library

•Computer room

•Psychological counsel room

•Other facilities

Lexus

Staffs

Lexus

Owners

Family Education Lectures

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Summary Camp

Activity Center Opening Ceremony

Activity Center

(1) Left-behind Children Care Program Key Activities

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• Anticipated outcomes in first year

- The 8 activity centers will benefit 150,000 left-behind children

- Caring program will benefit 120,000 left-behind children

- 100 family education lectures will benefit 20,000 left-behind

children and parents

- 3 trainings for teachers, social workers, etc., will benefit 300 people


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Left behind children family education lectures

Left behind children and Volunteers Paring up

Jun Jul Aug Sep Oct Nov Dec

Set up 8 activity centers for left behind children

Joint Press Conference with ACWF + Summer

Camp

First activity center opening ceremony

The 8th activity center opening

ceremony + achievements

exhibition

(1) Left-behind Children Care Program Time Line in 2011

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(2) Wild Elephant Protection Program


• Cooperate partner and tentative

• Why select International Fund for Animal Welfare


• Organization chart and key activities

• Anticipated outcomes

• Time line

4. Lexus China CSR Program Introduction

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- They are endangered species (only 250 left)

- Set up harmonious environment between people and animals


Data resource: Survey result by International Union for Conservation of Nature (NGO)

Wild Elephant’s Distribution

Wild Elephant Distribution in China

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Eendangered Species

Human-Elephant Conflict

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• Cooperate partner and duration

- Cooperate with the International Fund for Animal Welfare

- 3-year program, contract with IFAW will be signed yearly

- Evaluate this program yearly


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• Why select International Fund for Animal Welfare

- Established in 1969

- One of the international NGOs with good reputation

- Mature project in the North-West China

- Abundant resources


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Other Programs of IFAW:

- Wild Tiger Protection

- Black Bears Protection supported by Animals

Asia

- Raptor Protection supported by Beijing

Normal University

Tibetan Antelope Protection supportedby Wildlife Trust of India

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- Protect animal’s harmonious habitat

- Advocate more Lexus dealers and owners to involve

- Set up a demo and further attract attention of public

- Contribute to Lexus’ image as a socially responsible brand


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Organization Chart

Coexist With Wild Animals

Lexus (TMCI) & IFAW

Only 250

Wild elephants

left in China


•Field trip

•Wild elephant photography exhibition

•Environmental education in local communities

•Community development fund

•Animal action week

Activities

Lexus

Staffs

Lexus

DLRs

Lexus

Owners

Coexist With Wild Animals

Lexus (TMCI) & IFAW

Only 250

Wild elephants

left in China


•Field trip

•Wild elephant photography exhibition

•Environmental education in local communities

•Community development fund

•Animal action week

Activities

Lexus

Staffs

Lexus

DLRs

Lexus

Owners

Environmental Education in Local

Communities

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(2) Wild Elephant Protection Program Key Activities

Animal Action Week Activities in 290 schools nationwide

40•School：6•School：6

•School：2•School：2

QinghaiQinghai

YunnanYunnan


GansuGansu


GuangdongGuangdong

FujianFujian


ZhejiangZhejiang


ShanghaiShanghai


HubeiHubei


•School：2•School：2Henan

HenanJiangsu

Jiangsu •School：2•School：2

ShandongShandong


Beijing+TianjinBeijing+Tianjin

•Beijing School： 8

•Tianjin School： 43



LiaoningLiaoning

JilinJilin





QinghaiQinghai

YunnanYunnan


GansuGansu


GuangdongGuangdong

FujianFujian


ZhejiangZhejiang


ShanghaiShanghai


HubeiHubei



HenanJiangsu


ShandongShandong







LiaoningLiaoning

JilinJilin




QinghaiQinghai

YunnanYunnan


GansuGansu


GuangdongGuangdong

FujianFujian


ZhejiangZhejiang


ShanghaiShanghai


HubeiHubei



HenanJiangsu


ShandongShandong







LiaoningLiaoning

JilinJilin



Community Development Fund for Alternative Crops

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Mushroom

Tea

Watermelon

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• Anticipated outcomes in first year

- Community development fund will benefit over 100 households

- 250,000 students from 290 schools nationwide will receive animal

protection education

- Environmental education lecture will benefit 20 local communities


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Animals Action Week activities in 290 schools nationwide

Green Tour Guide at Wild Elephant Valley

Jun Jul Aug Sep Oct Nov Dec

Environmental Education in local communities

Joint Press Conference with IFAW + Field trip

Wild elephant protection

photography exhibition

Community Development Fund of alternative crops for households

(2) Wild Elephant Protection Program Time Line in 2011

5. Lexus China CSR Cooperation Chart

Cooperation

Partners

Agencies

ACWF

(全国妇女联合会)

IFAW

(国际爱护动物

基金会)

PR Agency

(博联)

Event Agency

Left-behind Children Care

Program


Lexus dealers, staffs and owners involvement

TMCI

Get consistency with External

Affairs & Corporate PR

Lexus dealers, staffs and owners involvement

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6. Lexus China CSR Program Plan and Estimate Budget

: Number of activity center and photography exhibition in 2012 and 2013 is to be discussed

Year 2012 Year 2013

Program Purpose More Activities Stable Continuation

- Review and evaluate achievements;

Kaizen


Kaizen

- 10 activity centers ＊ - 10 activity centers ＊

- Family education lectures in new selected

provinces

- Family education lectures in new selected

provinces

- Volunteers paring up in new selected

provinces

- Volunteers paring up in new selected

provinces

2,600,000

1,200,000

1,850,000

350,000

6,000,000


Kaizen


Kaizen

- 4 times Wild elephant protection

photography exhibition＊

- 4 times Wild elephant protection

photography exhibition＊

- Environmental education in local

communities

770,000

1,780,000

150,000

3,900,000

9,900,000

Other Programs - Start new programs (TBD) - Start new programs (TBD)

Budget (RMB)

- Family education lectures

PR agency fee:

Event agency fee:

Media cooperation fee:

TBD

(1) Left-behind

Children Care

- Joint Press Conference with IFAW & Field Trip

Year 2011

Start

- Joint Press Conference with ACWF & Summer Camp

- 8 activity centers

Activities

Activities

- Volunteers paring up

- Green tour guide at wild elephant valley

- Community development fund support 100 households

- 1 time Wild elephant protection photography exhibition

TBD

Financial support to ACWF:

Total:

TBDTBD

1,200,000

PR agency fee:

Event agency fee:

Media cooperation fee:

Budget (RMB)

(2) Wild Elephant

Protection

Grand Total:(1) +(2)

Financial support to IFAW:

Total:

- Animals action week across 290 schools nationwide

- Environmental education in local communities

confidential

confidential

Key Stakeholders Engagement

Program Executives Media Lexus Dealers

Lexus Owners

Employees

Joint Press Conference with ACWF + Summer Camp

√ √ √ √ √

The First Activity Center Opening Ceremony

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The 8th Activity Center Opening Ceremony+ Achievements exhibition

√ √ √ √ √

Joint Press Conference with IFAW + Field trip

√ √ √ √ √

Wild Elephant Protection Photography Exhibition

√ √ √ √

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lexus china csr program proposal

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