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.
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.
