Wal- Mart’s Green Marketing Practices Presentation By: Monika BBA
CONTENTIntroductionFeaturesStrategic InitiativesSustainable Value NetworksSummary
Wal- Mart - IntroductionThe Wal- Mart story began in 1962.Sam Walton, founded the company’s first discount store in Roger’s Ark. The company incorporated as Wal-Mart Stores, Inc., on Oct. 31, 1969.Serves customers and members more than 200 million times per week at more than 9700 retail units
Introduction- Contd… A leader in sustainability, corporate philanthropy and employment opportunity. Ranked in the top ten among retailers in Fortune Magazine’s 2010 Most Admired Companies survey. Wal-Mart employs 2.1 million associates worldwide.
Wal- Mart’s FeaturesStores feature wide, clean, brightly-lit aisles and shelves stocked with a variety of quality, value- priced general merchandise, including:• Family apparel• Healthy and beauty aids• Electronics• Toys• Lawn and garden items• Jewellery• Automotive products• Home furnishings• Hardware• Sporting goods• Pet supplies• House ware
Wal-Marts Strategic InitiativesEarly 2009 Wal-Mart introduced a plan that was hoped to ensure that the company would remain the industry leader.Project Impact is based on three strategic initiatives that will improve the benefits to the customer.The three initiatives are; Save Money, Live Better; Win, Play, Show; and Fast, Friendly, Clean.Company made these strategies because over the last decade the company had lost customers.Wal-Mart is renovating its stores in the US by lowering fixtures, improving signage, and adding natural light to give consumers a store that feels friendlier.
Sustainable Value Networks Our Sustainable Value Networks (SVNs) help integrate sustainable practices into all parts of our business. • Developing solutions — together SVNs bring together leaders from the company, supplier companies, academia, government, and non- governmental organizations (NGOs.) Explore challenges develop solutions that benefit our business, as well as our local and global communities. • Positive changes SVNs have unleashed a wealth of innovation and insight, resulting in numerous positive changes to our business operations. We have become more energy efficient, reduced waste and increased introduction of environmentally preferred products.
SVNs include:Greenhouse GasLogisticsWastePackagingAgriculture and SeafoodTextilesElectronics
Greenhouse Gas Wal- Mart is committed towards reducing their carbon footprint and they are working with their suppliers and customers to do the same.Goals: Design and open a viable store prototype that is 25-30 percent more energy efficient and will produce up to 30 percent fewer greenhouse gas (GHG) emissions by 2009 globally (2005 Baseline). Reduce GHG at our existing store, club and distribution center base around the world by 20 percent by 2012 (2005 Baseline). Eliminate 20 million metric tons of greenhouse gas (GHG) emissions from Wal- Marts global supply chain by the end of 2015.• Towards this initiative, Wal- Mart has cut energy use at its more than 7,000 stores worldwide by 30% and it has also cut greenhouse-gas emissions at existing stores by 20% in seven years. Wal-Mart is the largest private electricity user in the USA.
LogisticsWal- Mart is striving to lead the industry in testing, piloting, and deploying a suite of clean technologies that will help them to save money on diesel fuel, reduce air pollutants in the communities they serve, and help their customers live better.Goals Double their truck fleet efficiency in the U.S. by October 2015 (2005 Baseline). – Update: Since 2005, we have achieved a 65 percent increase in fleet efficiency and are continuing to work toward achieving this goal. As a contribution, Wal- Mart is encouraging the use of hybrid trucks to increase efficiency by 25% in coming three years. This will help in reduction of the use of gasoline and in turn will help it save $310 million.
Waste One of the primary sustainability goals is to create zero waste. They are working to eliminate the waste they send to the landfill through a variety of initiatives. Goals• Eliminate landfill waste generated by their U.S. operations by 2025.• Reduce their global plastic shopping bag waste by an average of 33 percent per store by 2013 (January 1, 2007, - December 31, 2007, baseline).• Towards this initiative, Wal- Mart has reduced solid waste from U.S. stores by 25% within three years.
PackagingGoals• Reduce packaging by 5 percent globally by 2013 (2008 Baseline).• Eliminate PVC from private brand packaging in the U.S. by October 2007.• Be packaging neutral globally by 2025. Towards packaging, Wal- Mart focuses on smaller , lesser and recyclable packaging. It has also paid special attention towards the packaging of jewelry which is also sustainable.
Electronics Recycling Wal- Mart partners with the Samsung Recycling Direct(SM) program:This program is another step in their commitment to doing business in a sustainable way. They are continuously working to introduce sustainable practices into all we do; likewise, we’re also making it more convenient for our customers to do the same in their own lives. Wal- Mart.com partners with Gazelle: Wal- Mart.com has teamed up with Gazelle, the nation’s largest online consumer electronics E-Commerce service, to power an Electronics Trade-In Program. The innovative partnership will enable Wal- Mart.com customers to earn Wal- Mart.com E-Gift Cards by responsibly trading in their used electronics, including cell phones, laptops, MP3 players, digital cameras.
Agriculture and SeafoodMore than a billion people around the world rely on farming for their livelihoods, and Wal- Mart is committed to sustainable agriculture and making a positive difference in food production.They have set goals to be completed by the end of 2015 that will help small- and mid-sized farmers expand their businesses, get more income for their products and reduce the environmental impact of farming.
Products• Wal- Mart is working to bring more sustainable products to our shelves• More sustainable products, at more affordable prices: Our customers shop at Wal- Mart to get the best value for their money. When it comes to sustainability, Wal- Mart is dedicated to providing them with that same value.• Wal- Mart has goals of changing the world by bringing products like affordable organic produce, fair trade coffee, and compact fluorescent light bulbs within the reach of the customers who shop in our stores.• They believe that they can play a powerful role in protecting our environment and our earth’s natural resources - and in shifting the behavior of the marketplace.
SUMMARYWal- Mart’s initiative towards Green Management Practices based on its initiatives: save money, live better; win, play, show and fast friendly, clean via SVN’s has set a benchmark for other organizations to imbibe.Its efforts under SVNs towards reduction of the carbon foot prints, electronics recycling and encouraging the production of sustainable products will surely help attain its objective of a cleaner and greener environment.