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Sustainable marketing
- 3. INDEX 1. SUSTAINABLE MARKETING 2. SUSTAINABLE MARKETING MODEL 3. CASE STUDY OF MC DONALD’S AND UNILEVER 4. MARKETING IMPACT ON SOCIETY AS A WHOLE. 5. MARKETING IMPACT ON OTHER BUSINESSES. 6. STRATEGIES FOR SUSTAINABLE MARKETING . 7. CONSUMER ACTIONS TO PROMOTE SUSTAINABLE MARKETING . . CONSUMERISM .ENVIRONMENTALISM
- 4. .BUSINESS ACTIONS TOWARDS SUSTAINABLE MARKETING . . INNOVATIVE MARKETING .SENSE OF MISSION MARKETING .BENEFITS OF SUSTAINABILITY .DISADVANTAGES OF SUSTAINABLE MARKETING .SUSTAINABLE MARKETING PRINCIPLES .SUSTAINABLE MARKETING MATRIX .COMPANIES IN EMERGING MARKETS HAVE LONG IGNORED SUSTAINABLE MARKETING
- 5. Sustainable marketing calls for socially and environmentally responsible actions that meet the present needs of consumers and businesses while also preserving or enhancing the ability of future generations to meet their needs.
- 7. For example, McDonald’s early decisions to market tasty but fat- and salt-laden fast foods created immediate satisfaction for customers and sales and profits for the company. However, critics assert that McDonald’s and other fast-food chains contributed to a longer-term national obesity epidemic, damaging consumer health and burdening the health care system. In turn, many consumers began looking for healthier eating options, causing a slump in the sales and profits of the fast-food industry. Beyond issues of ethical behaviour and social welfare, McDonald’s was also criticized for the sizable environmental footprint of its vast global operations, everything from wasteful packaging and solid waste creation to inefficient energy use in its stores. Thus, McDonald’s strategy was not sustainable in terms of either consumer or company benefit.
- 8. Today, McDonald’s has responded with a more sustainable strategy of diversifying into salads, fruits, grilled chicken, low-fat milk, and other healthy fare. It is committed to doing what is right: being a good neighbour and a valued partner in every one of its communities
- 9. McDonald’s and its suppliers are collectively focused on three responsibility areas: ethical, environmental, and economic. The company works with more than 100 Canadian suppliers who provide it with wholesome and sustainable ingredients for its foods. After a long search for healthier cooking oil, McDonald’s phased out traditional artery-clogging trans fats without compromising the taste of its french fries. And the company launched a major multifaceted education campaign—”it’s what i eat and what i do . . . i’m lovin’ it”—to help consumers better understand the keys to choosing balanced and active lifestyles.
- 10. McDonald’s has even developed an environmental scorecard that rates its suppliers’ performance in areas such as water use, energy use, and solid waste management. McDonald’s more sustainable strategy is benefiting the company as well as its customers. Sales have increased by more than 50 percent and profits have more than quadrupled. The company consistently appears in the Dow Jones Sustainability Indexes, recognizing its commitment to sustainable economic, environmental, and social performance. Thus, McDonald’s is well positioned for a sustainably profitable future.
- 11. Unilever’s Foundry IDEAS platform, which acts as a digital hub for consumers and entrepreneurs to work together on tackling global sustainability challenges. Procter and Gamble reports that it sold $52bn in "sustainable innovation products" between 2007 and 2012. These are products that provide a greater than 10% reduction from previous or alternative versions in one or more of the following: energy use, water use, transportation, material used in packaging, and use of renewable energy or materials. Additionally, the outdoor clothing and gear retailer Patagonia launched a Fair Trade campaign asking people “how is your clothing made?”.
- 12. Marketing’s Impact on Society as a Whole .Marketing’s impact on society as a whole has been criticized in terms of: .Creating false wants and encouraging too much materialism. This criticism overstates the power of business and ignores consumers’ ability to defend themselves against advertising. .Overselling private goods at the expense of public (social) goods.
- 13. Marketing’s Impact on Other Businesses .Critics charge that a firm’s marketing practices can harm other companies and reduce competition via: Acquisitions of competitors. .Shrinking number of competitors. Marketing practices that create barriers to entry. .Patents, heavy promotional spending can limit competition.
- 16. Consumer Actions to Promote Sustainable Marketing Consumerism Consumerism is an organized movement of citizens and government agencies to improve the rights and power of buyers in relation to sellers. Both marketers and consumers have rights that need to be protected. Traditional sellers’ rights include the following: • The right to introduce any product in any size and style, provided it is not hazardous to personal health or safety or, if it is, to include proper warnings and controls • The right to charge any price for the product, provided no discrimination exists among similar kinds of buyers
- 17. Environmentalism An organized movement of concerned citizens and government agencies to protect and improve people’s living environment. Those who subscribe to environmentalism believe that a marketing system’s goal should be to maximize quality of life.
- 18. Business Actions Toward Sustainable Marketing Innovative marketing: A principle of sustainable marketing that requires that a company seek real product and marketing improvements.
- 19. Sense-of-mission marketing: A principle of sustainable marketing that holds that a company should define its mission in broad social terms rather than narrow product terms.
- 21. DISADVANTAGES OF SUSTAINABLE MARKETING Cost The usage of green products can cost a lot, often more than using conventional materials. You need to calculate every change that you want to make, and see if it the costs will add up with the extra value.
- 22. Time There is a lot of time needed to do the research how you’ll make your company greener. You need to have good personnel who are properly instructed and familiar with the advantages and disadvantages of green materials and products.
- 26. CONCLUSION
- 28. RAUNAQ SINGH PRESENTATION MADE BY :