...Sustainable Marketing 2014 Md Mohshin Sarker ID#17970122 La Trobe University 4/9/2014 Table of Contents 1.0 Introduction 1 2.0 Sustainable Marketing: A perspective 2 3.0 Strategy to make Traditional & Sustainable marketing a success 2 3.1 Sustainable Product creation: 3 3.2 Sustainable Product Pricing: 3 3.3 Sustainable Product Promotion: 3 3.4 Sustainable product placing 4 4.0 Benefit of Sustainable Marketing: marketing & sustainability 4 5.0 Challenges: 4 6.0 Way forward: 5 1.0 Introduction Imagining a world where all the resources are abundance: we get what we want, we create, we consume, and we destroy. If we all want to utilize the resources equally with equal lifestyle, we would have required more than the only planet Earth we have. According to Global Footprint Network (2010), countries like USA, Canada, and Australia would require 8, 7 and 6.8 of Earths to support their citizens if they all wanted to have same lifestyle. Unfortunately, the world has got limited resources and so do the Business. Business has to create value for the consumer. Now, what value are we taking into consideration? Is it actually creating a value to the consumer by respecting our moral values and obligation to the mother Earth? This research is an eye opener to the world. This leads to the question: are we in a position to satisfy our needs in this manner while abundance is not a mere luxury? Marketers always strive to make profit through best...
Words: 1583 - Pages: 7
...SUSTAINABLE MARKETING 1-Review-Q4 What are the core components of the modern mainstream marketing? • The marketing philosophy: based on the idea of meeting the needs and wants of a customer is the rule that businesses should be organized to be successful and profitable in the markets. • The marketing environment: marketing should be function in business that is focused outward, responding to the changes in the environment. • Marketing research: mapping customers and their wants and the marketing decisions are based on this info. • Market segmentation and targeting: define significant differences among customer groups, based on market research. Adjust strategies and marketing outcomes accordingly. • The marketing mix: 4P,s and other variables to be adjusted to the customer’s needs, to gain competitive advantage. • Competitive advantage: understand consumers and marketing environment, and unique capabilities of company might reveal a competitive advantage. • The marketing planning and management process,: marketing success is an outcome of systematic marketing activities and decisions. 2-Review-Q5 Define corporate responsibility (CSR)- What is the link between CSR and sustainability marketing? GREEN PAPER DEFINITION for CSR CSR is a concept whereby companies integrate social and environmental concerns in their business operations and in their interaction with stakeholders on voluntary basis. I would define it: CSR is when companies...
Words: 1068 - Pages: 5
...Dan Ingamells Consumer behaviour Student number: 0902148 Word count: 1570 (Not including references) Introduction Sustainable marketing is the process of promotional activities that are specifically aimed at capitalising on the changing attitudes towards a brand. The changes in consumer attitudes are being accelerated by the introduction of firms practices and policies that look at the effect of the business on the environment, and reflects the firms level of concern for the community. “Organisations are becoming more adept at using green marketing to there advantage” (Wright,2008,p24) An attitude can be defined as a “physiological tendency” that is a view on a particular object that can be either positive or negative, “businesses are now concerned with developing favourable attitudes”(Foxall,2006,p67) . Attitudes are formed though a process of individual subjective evaluation, in a business context this involves an individual assessing the cost and benefit of a purchase. Emotional responses and individual beliefs also influence attitudes. A consumer durable is any type of product that is manufactured with the purpose of being used in the long term, opposed to many goods that are manufactured for short term use. Consumer durables are meant to be used regularly for a number of years before they need changed or replaced. “A consumer durable is a manufactured product that has a relatively long useful life, such as a car or a television” ( Wanger,2004...
Words: 1712 - Pages: 7
...market is on a rise each year. On the other hand, Bangladesh imported essential drugs worth of US$ 21.6 million and natural ingredients of US$ 19 million. Types of products imported included 700 different types of finished products and over 742 basic raw materials. 85% of raw materials are imported from West European countries, USA, Pakistan, Japan, Korea, Singapore, China and India. Importance of the study: Now-a-days, Pharmaceuticals Company is one of the largest industries in the world contributing 13.29% of global GDP. The study helps us gain hands on knowledge in the Pharmaceuticals sector in Bangladesh. The study has enormous implication to develop the appropriate Pharmaceuticals policy, to incorporate the unique marketing policy and to build sustainable Pharmaceuticals service. The concerning authority can use the findings and recommendation for their policy making and organizational development purpose and improving tourist satisfaction. It will help them to introduce a new dimension of strategic...
Words: 7010 - Pages: 29
...Sustainable Marketing Plan: Quadra Chemicals Trevor Yarema Margaret Osborne GBM 802: Green Consumerism and Marketing December 5th 2013 Proposal Overview: In the chemicals sector, sustainability is often viewed as the domain of the manufacturer but it is becoming an increasingly critical differentiator for distributors as well as the school of thought grows and more knowledge for business is available. Quadra Chemicals Quadra is very proud to be in the Select Platinum Club of Canada's 50 Best Managed Companies. It prides itself on its strong customer relations developed over the past 38 years in business. The company holds many long committed relationships and are proud to be an exclusive distributor to many different chemical manufacturers in the Canadian market place. Quadra is an industry leader in sustainability as they are the first chemical distributer in North America and first small medium sized firm worldwide to produce a GRI report in 2013. In an industry where more than 50% of companies confirm they have some sort of sustainable practice or policy in place, it is evident that the industry itself is moving toward a sustainable direction. However, as an industry leader in this sector Quadra can capitalize on their advanced knowledge and systems already in place for sustainability by venturing into new business, where they offer a service where their ideas and processes are sold to other firms who do not share the same know how in sustainability. This new venture...
Words: 7863 - Pages: 32
...and now has 1,700 locations, even some overseas (2). The chain grossed over $327 million and employs 45,000 people (2). It is a true success story and it even considered the most sustainable restaurant chain. They only use naturally raised meat and organic ingredients that meet their guidelines. Chipotle has grown exponentially since their founding, and that is a part of the problem. Even though Chipotle has had massive success, they are starting to run into some trouble with their sustainable model. The chain has become so big, it is hard for them to essentially sustain sustainability. Their organic ingredients and naturally raised meat are at the root of the dilemma. They are expensive and it is hard to maintain the flow and volume of organics and naturally raised meat that Chipotle constantly craves (4). It seems as though they have become too big for sustainability and it is very worrisome. Chipotle might just be the test subject to see if substantial sustainability is possible on a large scale. Chipotle needs to buy their own farms so they can streamline the process. If they vertically integrate the company so they can run their farms in a manner that is compatible with their mission statement. They would also be able to save more money this way. They would be even more sustainable than before while making more money. Statement of the Problem Chipotle’s...
Words: 1720 - Pages: 7
...Contents I. Introduction 3 II. Triple bottom line analysis 3 1. Profit 3 2. Planet 3 2.1 Environmental stewardship 3 2.2 Financial contribution to the planet safeguard. 3 3. People 4 3.1 Employee benefits 4 3.2 Empowering African women (gender balancing) 4 3.3 A new perspective on aids 4 III. Stakeholders analysis 5 1. Company analysis 5 1.1 Strengths 5 1.2 Weaknesses 5 1.3 Oliberte’s key internal stakeholders 5 2. Community analysis 6 2.1 The government of Ethiopia 6 2.2 Certifying bodies 6 3.1 Main customers 7 3.2 Mint footwear san Diego 7 4. Competitor analysis 7 4.1 Some competitors 7 4.2 TOMS 7 IV. Conclusion 7 V. References notes and Bibliography 8 ANALYZING OLIBERTE LIMITED’S SUSTAINABLE MARKETING I. Introduction Oliberte Limited is a Canada based B-corporation specialized in leather shoes manufacturing. The particularity of this company is that its shoes are entirely crafted in Africa with hormones free livestock material. The following essay is an analysis of Oliberte’s 3BL and stakeholders. II. Triple bottom line analysis 1. Profit Oliberte started its business in 2009 with a sales figure as high as 200 pairs of shoes. The sales increased up to 10,000 pairs in 2011 and 15,000 in 2012 with the launching of its own new factory in Addis Ababa. Though the company claims on its official website to have exceeded its sales projection, Mr Dehtiar the founder and president of Oliberte was expecting the 2012 sales to be between...
Words: 1779 - Pages: 8
...reinforce competitive advantage in the market while protecting the capital base. The balance of power has shifted between corporations and it is important to balance economic prosperity along with environmental and social dimensions. Sustainable business strategy represents a marked shift in traditional business practices and companies who do not adapt to the changes in these practices in order to achieve sustainable profitability will be more likely to face the brand value decline or even extinction in the future. For instance, the change represents the need to understand how all three dimensions affect each other and companies ought to consciously create new consumer preferences. However, a lot of companies still are missing guidelines to implementing a marketing strategy of sustainability as an essential part, which is at the core of ensuring organizational, social, economic and environment growth while managing overconsumption issues (White, 2011). Current researches tend to focus on developing a more sustainable approach on product design, pricing, promotion and distribution when it comes to the sustainable business strategy and companies are widely integrating this approach. On the other hand, the theoretical practices of promoting sustainable consumption in customer-citizens are an emerging potential for further development of sustainability. As a...
Words: 3789 - Pages: 16
...Student Name: Steven Davison Student Number: 250 365 904 A Plan for Sustainable Tourism Development and in Banff National Park 1. As a new Chief Executive Officer of Banff National Park, prepare and submit a comprehensive plan for a sustainable tourism development and management in the park that will help to balance (reconcile) the conflicting goals of economic growth, social well being and environmental protection. Explore how the various actors can collaborate to ensure the development and maintenance of a sense of place, product market match, activity clustering, efficient transportation linkages, partnership and environmental protection in the park. (In your report, identify the key players and their respective roles and responsibilities, modus operandi, management approaches, existing planning policies, by-laws and zoning regulations). Introduction Since 1885 Banff National Park (BNP) has been a refuge for wildlife and people alike. BNP has become on icon of Canadian tourism but also an important showing of Canada’s conservation and preservation efforts. Over 4 millions people have visited Banff each year since 1996 (Banff 2009) keeping BNP a successful tourist destination. However, the success of the tourist sector tends to have negative effects on the product that makes a national park such a BNP so attractive. This paper will attempt to provide an outline to balance the sustainable development of Banff National Park as a tourist destination and as a refuge...
Words: 2484 - Pages: 10
...Fairtrade: A form of sustainability marketing Fair trade developed rapidly and the movement is especially popular in the UK, although fair trade was not predicted such a potential future in 1980s. Paull(2011, p.317) reports there are 500 Fairtrade towns, 118 universities, over 6,000 churches, and over 4,000 UK schools registered in the Fairtrade Schools Scheme. Over 1.2 million farmers and workers in more than 60 countries participated in Fair Trade. In this essay it is proposed that fair trade is a form of sustainability marketing. It will first consider there are many similar key facets between fair trade and sustainability marketing. It will then go on to describe that both fair trade minimum price and fair trade premium promote sustainable development. The third part is about securing the rights of workers for paying attention to special sustainability issues. The forth part is about the invisible sustainability relationship between products and costumes. Then I analyze a successful fair trade company towards a sustainable way. Fair trade reflects many key facets of sustainability marketing. On the one hand, according to Belz and Peattie(2010, p.4), sustainability marketing means not only focusing on sustainable development but also considering the sustainability issues. To put it simply, sustainability marketing management aims to meet consumers’ wants and needs, while concerning social conditions and natural environment. On the other hand, fair trade is about better...
Words: 1345 - Pages: 6
...economy. In New Zealand the importance of sustainability issues has been recognised by central and local government policies, environmental and economic development agencies, and business leaders. Two of the active business groups focusing on these issues are the New Zealand Business Council for Sustainable Development (NZBCSD) and the Sustainable Business Network (SBN). Waikato Management School is working in partnership with both of these key business groups on sustainability projects and events. The aim of these initiatives is to develop and share insights on sustainable economic development and sustainable enterprise success. The Waikato Management School is distinctive in its commitment ‘to inspire the world with fresh understandings of sustainable success’. These fresh understandings will be achieved through our high quality research that can influence policy makers, excellent teaching, through the knowledge and values our graduates take into the workforce, through our continued consulting with business and the outstanding experiences offered to everyone who connects with the School. We see education and research as key factors in enabling New Zealand to be a sustainable nation and sustainability as central to the future of business. Waikato Management School’s Research Programme The School’s research generates world-leading theory and practice-relevant research. The overall aim of the School’s research is to shape management theory, influence...
Words: 35722 - Pages: 143
...Sustainable tourism is one of the pre-requisites of achieving sustainable development. the concept of tourism with sustainability and development gets its historical inclusion from mass tourism that got flourished in 1960s due to advent of jet aircraft and the passions for tourism got tremendous following and it also reached Third World countries (Dann, 2002). It was also argued that this boost pushed organizations like World Bank and UN to examine the cost benefit analysis of tourism and it was acknowledged that potential costs of tourism are far lower than financial benefits in shape of balance pf payment surpluses, infrastructure development, and employment and foreign exchange gains. So that gave rise to the concept of sustainable tourism as one of the source of bringing sustainable development. According to the World’s Summit on Sustainable Development (2002), it is claimed that Tourism is the world’s largest industry where in 2000, 698 million people travelled internationally which 7.3 % more than 1999. Similarly the economic worth of international tourism was US$477.9 billion in 2000 (Papers4you.com, 2006). In terms of one concrete definition, literature suggests that it is not fixed and is ever evolving. However Coccossis (1996) asserts that sustainable tourism can be taken in four different interpretations that include” economic sustainability of tourism”, the “ecologically sustainable tourism”,” sustainable tourism development” with both focus of environment as...
Words: 598 - Pages: 3
...SUSTAINABLE LIFESTYLES Identify the current trend, event or issue Sustainable lifestyles are shaped by culture, politics, social norms and economics. In order for more of the population to develop sustainable lifestyles people must begin rethinking their ways of living. Making changes to how people socialize, exchange, educate, share and build their identities. People are a part of groups and communities that give their lives meaning, purpose and shape their ways of life. Citizens’ choices on food, waste, transportation, communication and energy use all can contribute to building sustainable lifestyles (Visions for change 2011). Establish how the trend is relevant to sustainability The global environmental, economic and social challenges society faces today are proof that consumption and production practices are far from sustainable. Challenges like waste generation, air pollution, water shortages and climate change have all been impacted by unsustainable patterns of consumption. A holistic, pragmatic and compelling vision of a sustainable society and how it can be copied at a local level is needed in order to relate and then apply to lifestyles and individual actions. Society’s values, expectations and perceptions of sustainability must be considered in order for people to understand policies and procedures to form sustainable lifestyles (Visions for change 2011). Creating a connection between people and solutions for new lifestyles is very important in order for them...
Words: 539 - Pages: 3
...distribution of : high and medium concentration tomato juice in a variety of container sizes, both for restaurants as well as retail outlets, Sugar-free low concentration fruit juices, and the overall UK distribution of “Luciano” series of coffee and tea products, imported straight from Italy Here we will analyze the status of this company according to the meaning and the concept of sustainable enterprise. Also, we will analyze what should be done in order the Hoskins and Rogers PLC to get a bigger piece of the market share by being an innovative company. Finally, we will see what strategic issues the company will face in order to keep its sustainability according to the current economic conditions. Sustainable Enterprise Sustainable Enterprise is an enterprise that promotes sustainable living through sustainable production of goods and services, to provide solutions for fulfilling elementary needs to improve the lives of people, now and in the future with least possible environmental impact and the highest possible economic and social yield. This case shows that the company is not as healthy and sustainable as the 3 shareholders wanted to be. As I have already mentioned before John being in his 60's still have an old-fashioned way of management. According to the case study there are lots of problems not only in the internal environment of the company but also in the external environment. For example an internal problem is the Human Resources Management. The employees are complaining...
Words: 1681 - Pages: 7
...Writer] [Name of the Institute] Tourism Development and Planning Introduction Tourism is defined as those friendly tourist activities with the natural, cultural and social and community values, which allows you to enjoy a positive exchange of experience among residents and visitors, where the relationship between tourists and the community is fair and benefits the activity is distributed fairly, and where visitors have a truly participatory attitude in their travel experience. Tourism is fundamental for the economy of many regions, like Thailand. Because tourism involves attracting foreign exchange, it is generally the only means of economic development for some nations. It provides an opportunity for development, employment marketing and sale of local goods etc. It also helps in creating service industries, which are crucial for the development of a region. Many evolving nations like the overview of tourism as a vehicle for financial development, granted its promise to profit from foreign exchange, decrease earnings and paid work disparities, reinforce linkages amidst financial parts and assist to alleviate poverty. The dispute opposite policy maker is to have a broader viewpoint and better comprehending, that there can be both affirmative and contradictory consequences from tourism development. Tourism, in fact, has a number of features that make it an activity to be considered in the development process, so that its eco proper management can generate a series of positive...
Words: 4386 - Pages: 18
