Peepoo Bag Day 4

1. 
Marketing of Sustainability
Group 2
Bon Caroline
Bonvissuto Aude
Bornand Camille
Gachet Elise
Priez Amandine
Réglier Anne-Cécile

2. Greenwashing
 It’s Greenwashing when a company or organization
spends more time and money claiming to be
“green” through advertising and marketing than
actually implementing business practices that
minimize environmental impact. It’s whitewashing,
but with a green brush.
 Greenwashing index.com “help keep ad honest”

3. Greenwashing examples
 McDonald’s
 Green strategy
 Clarify their responsibility for the preservation
of natural resources
 New design, new logo
BUT
 “Ethical policies don't change with a lick of paint‘
Just an appearance: food is still the same

4. Greenwashing examples
 Barbie
 Mattel: The Barbie BCause
 Eco accessories
 Buy eco-friendly fashion
 For eco-conscious girls
BUT
 Deforestation of tropical forests
 Packaging
 Reaction of Greenpeace

5. Positioning according to habits
Toilets
Public Private
Anywhere

6. Positioning according to habits
Better quality of food
Diseases Better health
Poor quality of food

7. Brand system
Brand concept (value
position Tangible and
intangible)
A strong brand
balances all
three elements
Brand name and symbols
Product or service experience
Semiotic invariants

8. Brand system
Brand concept :
Deliver a real message in order to avoid
diseases and protect the planet
A strong brand
balances all
three elements
Product experience : Pepoo
bag

9. Brand system
Brand name
Color : green
* Really simple in order to
* Remind the wish of protecting
understand directly the concept
the planet
and the purpose of the bag
A strong brand
balances all
three elements
Calligraphy :
* Really simple to match with our
Brand name and symbols values

10. Marketing mix
• Tangible • Cost: 3 cents
• Introduction LFC stage • Advantage: no frontal
• Aim: targeting well with competition + it suits
our communication associations budgets
• What: Practicality, health previsions
and development • Perceived value:
• A double funccion: social defferenciation on a
(helping) and green dynamic market
(fertilizing)

11. Marketing mix
• 1st step: hospitals • 1st step: Give
PeePoo Bags’
• 2nd step: places samples to hospitals
where associations
work • 2nd step: sell PeePoo
Bags to associations

12. The outcomes of our project
 Communicating well to a
 Defining the of our final consumers
 Building a strong strategy based on « » on the
market
thanks to a complete mix marketing
Goal= to communicate well to the right persons at the right time
in the best way focusing on our product strengths and the
customers and consumers needs