Sustainability marketing strategy 3

Ba 442: Sustainability Behavior of Consumers, Firms, and Societies

Sustainability Marketing Strategy Part 3Ba 442: Sustainability Behavior of Consumers, Firms, and Societies

Keep yourself clean and bright.Become invaluable.Come to serve.Discipline.Listen.Speak well.

Process:Select client YESProject ScopeThe WorkRecommendations & Presentation to Client + Final PaperConsulting projects

Project:Solve a problem for your client that relates to a sustainability marketing challenge or opportunityConsulting projects

Market Researchto understand a target groups perspective, attitudes, and knowledge about a socio-ecological issue/aspect of a product or service.Types of projects

Product/Service redesignconduct appropriate analysis and make recommendations to improve customer benefits and overall environmental/social impact of a product or serviceTypes of projects

Promotional campaign design.conduct appropriate analysis and creative work to make recommendations on improving communications to (and with) target consumer/citizen (online, in-print, etc)Types of projects

Good luck consultants!

Sustainability marketing strategySo how do we create and capture value from products and services that outperform competing offerings while maximizing benefits to people and the environment?

Sustainability Marketing Values & ObjectivesSustainability Marketing StrategiesSustainability Marketing MixFostering Sustainable Behavior


Sustainability marketing strategy: Values & objectivesConventional MarketingSustainability MarketingSanctity of MarketsTriple Bottom LineSovereignty of ConsumersFocus on responsibilities not just rightsSatisfaction of NeedsFocus on services instead of material goodsPeripheral Nature of NatureNature as ultimate supplier and holding company

Environmental justiceEnvironmental justice is the fair treatment and meaningful involvement of all people regardless of race, color, national origin, or income, with respect to the development, implementation, and enforcement of environmental laws, regulations, and policies.

EPA has this goal for all communities and persons across this nation. It will be achieved when everyone enjoys:the same degree of protection from environmental and health hazards, andequal access to the decision-making process to have a healthy environment in which to live, learn, and work.Source: US Environmental Protection Agency

Environmental justice: A challenging propositionHow do we ensure that all people have the opportunity to be involved and to benefit from the creation of sustainable products and services?

Or.is sustainability just another way for the privileged to manage their health, their money and take care of their own thus widening the gap between the haves and have nots?


Screening Sustainability Issues and ActorsSegmenting Sustainability MarketsIntroducing Sustainability InnovationsPositioning Sustainable ProductsPartnering with Sustainability Stakeholders

Sustainability marketing strategy: Marketing strategies



Screening Sustainability Issues and Actors

Sustainability marketing strategy: Marketing strategiesSocio-Ecological Issues of the Product/ServiceSocio-Ecological Issues Important to your StakeholdersMatrixStakeholder MappingLCA

Issues are identified with the Socio-ecological impact matrixCultivation/Primary ProcessingRoasting and PackagingDistributionConsumption & DisposalEnergyAirWaterSoilWasteEcosystemsHealthEquity

High ImpactMedium ImpactKey:COFFEE

Issues are identified with the Socio-ecological impact matrixCultivation/Primary ProcessingRoasting and PackagingDistributionConsumption & DisposalEnergyAirWaterSoilWasteEcosystemsHealthEquity

High ImpactMedium ImpactKey:COFFEE

Issues are identified with life cycle assessment

Screening Sustainability Issues and Actors

Sustainability marketing strategy: Marketing strategiesSocio-Ecological Issues of the Product/ServiceSocio-Ecological Issues Important to your StakeholdersMatrixStakeholder MappingLCA

Actors are understood with stakeholder mapping



Consumer segmentationGeographic

Demographic

Behavioral

Psychographic

Source: http://www.cottoninc.com/corporate/Market-Data/SupplyChainInsights/Shades-of-the-Green-Consumer/Source: http://www.greenmarketing.com/blog/comments/a-smart-new-way-to-segment-green-consumers/

Segmenting formulaFor X who is struggling with y, we provide z.

Geoff Moore's Value Positioning Statement (Book: Crossing the chasm)Template:For ____________ (target customer) who ____________ (statement of the need or opportunity) our (product/service name) is ____________(product category) that (statement of benefit) ____________.

Geoff Moore's Value Positioning Statement Example:For non-technical marketers who struggle to find return on investment in social media our product is a web-based analytics software that translates engagement metrics into actionable revenue metrics.

Geoff Moore's Value Positioning Statement Example:For Penn State studentswho need to understand how businesses are engaging with sustainabilityour product is a two-piece course sequence that makes clear the business case for sustainability and its connection to their major.

Geoff Moore's Value Positioning Statement Example:For business owners/managerswho want to improve their understanding of sustainability and create business valueBA442 features student consulting teams that provide research, analysis and recommendations to businesses.

Your turnTemplate:For ____________ (target customer) who ____________ (statement of the need or opportunity) our (product/service name) is ____________(product category) that (statement of benefit) ____________.




Customer SolutionsCostConvenienceCommunicationSustainability marketing strategy: Marketing mix


Selecting BehaviorsIdentifying Barriers and BenefitsDeveloping StrategiesCommitmentSocial NormsSocial DiffusionPromptsCommunicationIncentivesPilotingBroad-scale ImplementationSustainability marketing strategy: Fostering sustainable behaviors

Projects

The Problem with Marketing:Socio-Ecological Problems Sustainable Consumer BehaviorSustainability Marketing Values & Objectives

Sustainability Marketing StrategiesSustainability Marketing MixFostering Sustainable BehaviorGoal of BA442:provide students with the knowledge to enhance sustainable behaviors in firms, among consumers, and in society at large.

Education

Sustainability marketing strategy 3