The study of this thesis highlights the direct importance of Sustainable Development in businesses. Sustainability presented here is concerned about the future based on three dimensions: Society, Economy and Environment. For this reason it employs the Societal Marketing Concept instead of the traditionally used Selling Concept as a marketing strategy. Selling products is not the only concern of companies anymore. They need to understand the needs of consumers and of society in order to satisfy them. It also utilizes the Corporate Social Responsibility model as one of the fundamental tools for the company to develop its business. Furthermore, this study exposes the essential meaning of Business Ethics when dealing with Sustainability. It is extremely significant for a company to practice Business Ethics otherwise it will have negative results resulting from its behavior. This thesis not only emphasizes Societal Marketing and Sustainability as two disconnected scopes; it also highlights the synergy between them. Synergy is defined as the sum of two and two equaling to five - Yes, five. This means that synergy is a method of combining different business sectors in a way that delivers unexpected results, innovation, and a competitive advantage that all companies seek. Understanding the essential need of synergy and the application with Sustainability and Societal Marketing this study forges a Sustainability Sweet Spot. This synergy between Sustainability and Societal Marketing works in real companies by achieving new products and management methods, as shown in a case study of Natura Cosmetics, a successful Brazilian Company that a leads its industry.
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So the brief was adapted from L'oreal Brandstorm 2014, and the case study is about one of the male grooming product in indonesia, Kiehl's.
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It also talks about how it has impacted the lives of so many people in a positive way.
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Sean Singleton of Your Favourite Story spoke at the In-cosmetics event, about using digital marketing to launch your beauty brand and increase profit.
Want to learn more? contact sean.singleton@yourfavouritestory.com for your free ebook download.
Free marketing plan sample of Yves Rocher body care health products, environm...www.marketingPlanMODE.com
Free marketing plan sample by marketing plan now: www.marketingplannow.com.
A plan demonstrating a new body care product line at Yves Rocher - environmentally-friendly health products
This marketing plan was made for my final assignment at marketing class (May 2014).
So the brief was adapted from L'oreal Brandstorm 2014, and the case study is about one of the male grooming product in indonesia, Kiehl's.
Corporate Social Responsibility (CSR) at Hindustan Unilever (HUL)Rohan Bharaj
This presentation showcases the CSR activities undertaken by the biggest FMCG company in India - HUL.
It also talks about how it has impacted the lives of so many people in a positive way.
Strategi operasi menjadi sangat penting untuk semua perusahaan baik kecil maupun yang sudah ekspans sekalipun. Karena dengan strategi dalam proses operasi itulah sebuah perusahaan dapat memiliki competitive advantage, yakni keunggulan bersaing dibandingkan dengan perusahaan lain dalam satu bidang industri.
Sebagai industri fashion terkemuka yang menjanjikan koleksi pelanggan paling up to date, Zara harus terus memproduksi set pakaian yang saat ini sedang diminati pelanggan, serta melakukan forecasting mengenai mode pakaian yang akan gemari di waktu dekat dengan mengintegrasikan sistem informasi didalam prosesnya.
Didalam kasus ini Zara menggunakan strategi operasi dalam proses Supply Chainnya dengan menggunakan Agile Supply Chain, dimana yang artinya adalah kemampuan untuk merespon perubahan permintaan dengan cepat. Proses produksi dari Zara sendiri juga berbeda dengan para pesaingnya.
Sean Singleton of Your Favourite Story spoke at the In-cosmetics event, about using digital marketing to launch your beauty brand and increase profit.
Want to learn more? contact sean.singleton@yourfavouritestory.com for your free ebook download.
The current marketing assignment presents the reflective analysis of two articles where one relates to the marketing trends and another one explores the concept of misconception of consumers while buying sustainable products.
Making purpose pay: inspiring sustainable living by UnileverAntonio Nunez Lopez
We encourage our brand managers and marketers to take a stance and make a positive difference to society. Purpose defines a brand in people's minds and is best delivered through action. It's only through action that consumers will see purpose as more than marketing.
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Module 16 Brand Building for the Senior's Market.pptxcaniceconsulting
Innovative marketing is a set of innovative processes and activities that market and communicate new products and services to a targeted group of consumers.
Innovation in marketing is an activity that involves new ideas that have a positive impact on a new product and service.
Marketing is a process that involves marketers communicating product and service information to consumers.
Sustainable Brands, Eight Sustainability Platform, and other partners have joined together to launch the Framework for Action project, which is the first of its kind to explore the cutting-edge issues of sustainable consumer behavior change exclusively for the Brazilian market. The framework is a guide for marketing, communication, R&D and sustainability professionals, particularly at B2C companies, looking to promote environmentally and socially positive behavior through behavior change.
Marketing promote the work and increases the activity for the welfare of society as whole. It is very important for the welfare of society. Moreover, Marketing helps an economy to run economical system easily smoothly.
Traditional communication is giving way to innovative approaches and tools that are shaping a new kind of communication focused on people.
Corporate communication is transforming into a dialogue that promotes listening and learning due to the social changes accelerated by new technologies, stakeholders’ extensive experience of relations with companies, globalization and the opening of different markets.
Communication and reputation management are based currently on a positive promotion and need to be open to share its business experience, culture and projects. Now the aim is to create real connections and achieve explicit support by upholding causes that go beyond purely business and economic goals.
According to Interbrand, brand accounts for 38% of a company’s total value and it is important ton consider it as a key element that forms commitment and long-term attachment by stakeholders.
There are ten dimensions determine a brand’s strength and its position in the market and the society: relevance, authenticity, accessibility, differentiation, consistency, exposure, clarity, commitment, responsiveness and protection.
Companies need to understand that brands can transform and improve societies. But in order to achieve this level, organizations need to behave seriously, coherently and ethically to improve their reputational profile in the eyes of the society and their stakeholders.
To better understand how this affects communication, this document explains the case of Nestlé: Several years ago some brand attributes of the company started deteriorating because they were associated with some burning international problems, such as child labour and fair trade. This delivered a blow to the company’s reputation and urged the company to strengthen its leadership in the area, reinstating its positive and ethical association with nutrition.
Besides, the role of the Communications Director is acquiring increasingly strategic and holistic perspective which in practice means the following: more globalization and responsibility, more listening and transparency, more coordination and reputation, more development and adaptation.
Communication in its traditional form is no longer useful. Pure communication is not able to create a link with the stakeholders and influence the society. In order to achieve it, companies simply have to do what they say rather than talk about what they will do in future. Intangible assets, especially identity and reputation, allow companies to align the discourse and the project in a mutually beneficial dialogue. Values should not only be stated, but also practiced in everyday activities.
Professional Social Networking | Linkedin and Phillps | iStrategy, LondoniStrategy
Linkedin and Philips on professional social networking.
Presented by Henry Clifford-Jones, Director Marketing of Linkedin and Kors van Wyngaarden, Global Director Online Marketing of Philips during iStrategy London 2010.
Overview of the basics of sustainability marketing strategy and the paradox of the "customer as king" paradigm of modern marketing. We must satisfy the customer, even dazzle them, and we also must satisfy the needs of the society and environment on which she/he depends.
Welcome to our comprehensive guide on "Sustainable Marketing: Principles and Leverage." This presentation explores the dynamic intersection of business practices and environmental responsibility, providing valuable insights into the principles, strategies, and collaborative approaches that drive sustainable marketing success.
In this presentation, we delve into the three core principles of sustainable marketing: environmental responsibility, social responsibility, and economic responsibility. Discover how businesses can balance profitability with ethical and environmental considerations, embodying a holistic approach known as the triple bottom line—People, Planet, Profit.
Learn about the evolving landscape of consumer preferences and demands, as we discuss the rising interest in sustainable products and practices. Uncover practical strategies for sustainable marketing, from product lifecycle management to effective communication that resonates with conscious consumers.
Similar to The Synergy of Sustainability and Societal Marketing (20)
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Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
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It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
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"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
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What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
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Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
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The Synergy of Sustainability and Societal Marketing
1. 在可持续发展和社会营销协同作用提高竞争优势 - 以 Natura 化妆品为例 The Synergy of Sustainability and Societal Marketing to increase the Competitive Advantage - Case Study of Natura Cosmetics MBA Defense 2010 Liliana Chin Lau Prof. Cheng Guoping
14. The Societal Marketing References: Kotler, Philip & Armstrong, Gary. Principles of Marketing. 11 th ed Pearson Education Inc, publishing as Prentice Hall, 2006. Society (Human Welfare) Consumers (Wants, Satisfaction) Company (Profits) Societal Marketing Concept
15. Corporate Social Responsibility (CSR) as a way to be Sustainable CSR is a key of business strategy. For any competitive advantage a company needs to be sustainable.
16. Ethical: to be or not to be? Ethics benefits the organization because of the credibility and good reputation among the customers
19. Societal Marketing References: Kotler, Philip & Armstrong, Gary. Principles of Marketing. 11 th ed Pearson Education Inc, publishing as Prentice Hall, 2006. Society (Human Welfare) Consumers (Wants, Satisfaction) Company (Profits) Societal Marketing Concept
20. The Synergy Method: Working Together Represents a dynamic process and it involves joint action in which the total effect is greater than the sum of effects when acting independently creating an integrated solution.
21. Sustainability Societal Marketing Synergy Society (Human Welfare) Consumers (Wants, Satisfaction) Company (Profits) Societal Marketing Concept
22. Society and Consumers Environment Economy Synergy of Company The synergy between Sustainability and Societal Marketing
23. How to use this synergy to increase the competitive advantage?
26. Principles and Vision Create and sell products and services that promote well being/being well. Well-being is the harmonious, pleasant relationship of a person with oneself, with one’s body. Natura will be an international brand, identified with the community of people who are committed to the construction of a better world, based on a better relationship with themselves, with others, with nature of which they are part, with the whole.
27. well being, being well Mexico ( 墨西哥 ) Argentina ( 阿根廷 ) Bolivia ( 玻利维亚 ) Chile ( 智利 ) Colombia ( 哥伦比亚 ) Peru ( 秘鲁 ) Venezuela ( 委内瑞拉 ) France ( 法国 )
32. Sustainability Sweet Spot Be a Company that sells carbon neutral products. The goal is to reduce GHG emission by 33% by the year 2011. Be a Sustainable Company Reduce the emission of greenhouse gases to the environment
42. Thank you for your attention 谢谢你们 Liliana Chin Lau Public Relations [email_address]
Editor's Notes
Good Afternoon. My name is Liliana and today I am going to defend my Thesis about the synergy of sustainability and societal marketing to increase the competitive advantage and present a case study of a Brazilian Company Natura Cosmetics. My supervisor in professor Cheng Guoping.
Do you know?
a new species goes to extinct every 20min
Over than 1 billion people have very limited or no access to fresh water or food
And recently some countries are experience economic crisis
By those facts, I made myself a question: are we sustainable?!
Trying to understand this question, I developed this research based on 6 chapters. The main point of this, is manage the sustainability in synergy with societal marketing with competence and responsibility increasing the competitive advantage.
TBL is that is represents the idea that business does not have one single goal – namely adding economic value – but that it has an extended goal set which necessitates adding environmental and social value too.
Why it is so Important? Although those who think sustainability is only a matter of pollution control are missing the bigger picture . Increasingly, the scourges of the late twentieth century – depleted farmland, fisheries, and forest; chocking urban pollution; poverty; infectious disease; and migration – are spilling over geopolitical borders.
(1) There is nothing wrong with corporate charity, but the sustainable company conducts its business so that benefits flow naturally to all stakeholders, including employees, customers, business partners, the communities in which it operates, and of course, shareholders.
Achieve the needs of society requires that the organization understands that it also involves satisfying the demands of consumers, and also worry about the environment. Pollute air, water and land, besides being harmful to nature, is to society. That affects directly the company and the economy. Therefore, the importance of understanding the essentiality of the synergy between these factors is more than corporatism or business ethics; indeed it is about the future investment and profits of the organization
The sustainability actions of Natura are not isolated. Those are part of it values and directly interfered with the strategic decisions of the company. These strategies are also aligned with the vision of the Government, therefore, the identification of the priority themes for sustainability is the result of a structured process of stakeholder engagement. And our current issues priority is climate change, the Amazon, biodiversity, education, the impact of products and quality of relationships.
Since 2007, when we created the Carbon Neutral Project, we began to neutralize GHG emissions throughout the entire chain, from the extraction of raw materials and packaging materials to the final destination of products and packaging. Our goal is to reduce relative GHG emissions by 33% by 2011, with a base date of 2006. In 2009, we surpassed our reduction target of 3% and registered a 5.2% reduction in our relative GHG emissions, i.e., CO2 kilo per product billed kilo [68]