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Peepoo Bag Day 4
Citation preview
Marketing of SustainabilityGroup 2
Bon CarolineBonvissuto AudeBornand Camille
Gachet ElisePriez Amandine
Réglier Anne-Cécile
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”
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
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
Positioning according to habits
Public Private
Anywhere
Toilets
Positioning according to habits
Diseases
Better quality of food
Better health
Poor quality of food
Brand system
Brand concept (value position Tangible and
intangible)
Brand name and symbolsSemiotic invariants Product or service experience
The brand triangle
A strong brand balances all
three elements
Brand system
The brand triangle
Product experience : Pepoo bag
A strong brand balances all
three elements
Brand concept :Deliver a real message in order to avoid
diseases and protect the planet
Brand system
Brand name and symbols
A strong brand balances all
three elements
The brand triangle
Brand name* Really simple in order to
understand directly the concept and the purpose of the bag
Color : green* Remind the wish of protecting
the planet
Calligraphy :* Really simple to match with our
values
Marketing mix
Product• Tangible• Introduction LFC stage• Aim: targeting well with
our communication• What: Practicality, health
and development• A double funccion: social
(helping) and green (fertilizing)
Price• Cost: 3 cents• Advantage: no frontal
competition + it suits associations budgets previsions
• Perceived value: defferenciation on a dynamic market
Marketing mix
Place Promotion
The outcomes of our project
Communicating well to a specific target
Defining the needs compared to the habits of our final consumers
Building a strong strategy based on « building the brand » on the market
Describing well the offer 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