Its an academic presentation produced at IMT Ghaziabad.
Transcript of Scanning Natural Environment of HUL
1. ENVIRONMENT SCANNING Natural Environment GROUP NO. 8
CHITTRESH DHAWAN DEEP DAGA HIMANSHU ARORA NIKHIL SINGHVI SWATI
SINGHAL
2. CONTENTS Environment Scanning Approach Natural Environment
Trends at HUL What Customer Wants Packaging Water Footprint
Reducing Wastes Greenhouse Gases Future Marketing Strategy Ethical
Aspect
3. Environmental Scanning Approach Does trend create a
marketing opportunity ? Identify relevant environment al factors
and trends Decide how to take advantage of opportunity Does trend a
pose a marketing threat Decide how to minimize threat Assess impact
of trends on markets & marketing activities
4. Constituents of Natural Environment Ecology Natural
Resources Climate Natural Environment Natural Resources: Firms are
concerned with the availability of raw materials They need to know
whether there will be a shortage in any of the critical raw
material. They also need to know the trends governing their cost
Ecology Firms need to know the nature and dimensions of
environmental regulations and to what extent these factors will
affect their business prospects Climate Important factor for firms
with products whose demand depends on climate Firms depending on
climate-dependent raw materials will be particularly concerned with
this factor. Decide on production locations and marketing
territories appropriately.
5. WHAT CUSTOMER WANTS
6. PACKAGING WHAT HAS BEEN DONE TILL NOW REDUCE An approximate
9.5% reduction in weight per consumer use over 2011-12 compared to
2010, achieved through a combination of light weighting and
material design optimisation REUSE Introduced refills in several
markets during 2012, including China, India, South Africa and the
UK RECYCLE 3,126 tonnes of post-consumer recycled materials
incorporated into rigid plastic packaging 3.5% increase in
recycling and recovery rates, over the 2010 average Recycling and
Recovery Index (RRI), averaged across top 14 countries
7. WATER FOOTPRINT In 2012 One Rinse products were used in 1.4
billion washes in 28.7 million households worldwide, a 66% increase
on 2010 13 million fewer m3of water abstracted in 2012 than in 2008
(a reduction of 25% per tonne of production) Products like dry
shampoo , hand sanitizer reduce the consumption of water and are
relatively new in the market
8. REDUCING WASTES 76,000 fewer tonnes of total waste in 2012
than in 2008 7 new factories bound to open in 2013 with
eco-efficient designs to reduce waste up to 50 % Reducing the
environment impact of sachets Turning Sachet waste into fuel
through Pyrolysis
9. GREENHOUSE GASES Concentrating the laundry products helps to
reduce greenhouse gas emissions. 14% of portfolio made up of
concentrated and compacted products at end 2012, compared to
baseline of 4% in 2008 Increasing the use of energy from renewable
sources at our manufacturing sites. a reduction of 31.5% per tonne
of production from 2008 to 2012 Reduced energy consumption in
offices 11% reduction in energy (kWh) purchased per occupant since
2010
10. FUTURE MARKETING STRATEGY LOHAS is an acronym for
Lifestyles of Health and Sustainability, a market segment of people
who are focused on health and fitness, the environment, personal
development, sustainable living, and social justice. The above
table means that the role of reference groups in generation of
opinions about a product or company holds the highest percentage.
HUL can target the segment of LOHAS as they act as opinion leaders.
They can adopt the 4 Ps in the green marketing context. They can
also incorporate the triple bottom line concept.
11. FUTURE MARKETING STRATEGY 4 Ps IN GREEN MARKETING To
innovate and offer products that follow the policy reduce, reuse
and recycle Consumers are willing to pay a premium if the product
is helping in conserving natural resources To make available them
at a location which reduces the frequency of travel of the
customers, hence reducing the fuel consumption To communicate
specifically the benefits of these products to the opinion
leaders
12. ETHICAL ASPECT Tackle Green-washing issue in the marketing
Not mis-leading consumers by printing false green claims Mandate
environmental reporting Start reflecting the externalities caused
by producing products ( deforestation floods etc) into their
financials