Sust marketing strategy 3.1

Sustainability Marketing Strategy – Part 3

BA 442: SUSTAINABILITY

BEHAVIOR OF CONSUMERS, FIRMS,

AND SOCIETIES

IN TEAMS…..

Instructions: Go around the table and have everyone answer three questions about themselves.

1. Where did you grow up?

2. How many siblings do you have and where do you fall in that order?

3. Please describe a unique or interesting challenge or experience from your childhood.

Keep yourself clean and bright.

Become invaluable. Come to serve.Discipline.Listen.Speak well.

P3 x V x E = IP3: problem that you

are passionate or pissed off about

V: VisionE: Execution

I: Impact

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

CONSULTING PROJECTS

Market Research…to understand a target group’s perspective, attitudes, and knowledge about a socio-ecological issue/aspect of a product or service.

TYPES OF PROJECTS

Product/Service redesign…conduct appropriate analysis and make recommendations to improve customer benefits and overall environmental/social impact of a product or service

TYPES 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

Sustainability Marketing Values & Objectives

Sustainability Marketing Strategies

Sustainability Marketing Mix

Fostering Sustainable Behavior

ENVIRONMENTAL JUSTICE

Environmental 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 PROPOSITION

How 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 have’s and have not’s?

SUSTAINABILITY MARKETING STRATEGY

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

1.Screening Sustainability Issues and Actors

2.Segmenting Sustainability Markets

3.Introducing Sustainability Innovations

4.Positioning Sustainable Products

5.Partnering with Sustainability Stakeholders

SUSTAINABILITY MARKETING STRATEGY: MARKETING STRATEGIES



Issues Actors

Socio-Ecological Issues of the Product/Service

Socio-Ecological Issues Important to your Stakeholders

Matrix Stakeholder Mapping

LCA

ISSUES ARE IDENTIFIED WITH THE SOCIO-ECOLOGICAL IMPACT MATRIX

Cultivation/Primary Processing

Roasting and Packaging

Distribution

Consumption & Disposal

EnergyAirWaterSoilWasteEcosystemsHealthEquity

High Impact Medium Impact

Key:

COFFEE

ISSUES ARE IDENTIFIED WITH LIFE CYCLE ASSESSMENT

http://levistrauss.com/wp-content/uploads/2015/03/Full-LCA-Results-Deck-FINAL.pdf



Issues Actors

Socio-Ecological Issues of the Product/Service

Socio-Ecological Issues Important to your Stakeholders

Matrix Stakeholder Mapping

LCA

ACTORS ARE UNDERSTOOD WITH STAKEHOLDER MAPPING

ACTORS ARE UNDERSTOOD WITH STAKEHOLDER MAPPING

Stakeholder Influence

Main Interest

Students 2Health; convenience & cost; making a difference

Restaurants 5

Reliable, high quality ingredients; supporting local economy

Homeowners 3

Health; convenience & cost; supporting local economy

“jobs to be done”

Stakeholder Mapping can be done with issues, products, services or processes.

To practice, we will focus on a local/regional issue:

Choose an issue from the list OR come up with your own issue

Create a stakeholder map

LAB WORK: STAKEHOLDER MAPPING

Social Environmental• Student

poverty/homelessness• Racial discrimination/diversity• Students with disabilities• Relationship violence• Depression/mental health• Food security• Cost of college• Affordable housing

• Energy & climate change• Sustainable agriculture/local

food• Water contamination/water

security• Overdevelopment (loss of

natural lands/green space)• Air pollution• Waste/Recycling/Composting

CONSUMER SEGMENTATION

Geographic

Demographic

Behavioral

Psychographic

Source: http://www.cottoninc.com/corporate/Market-Data/SupplyChainInsig

hts/Shades-of-the-Green-Consumer/

Source: http://www.greenmarketing.com/blog/comments/a-smart-new-way-to-segment-green-consumers/

SUSTAINABILITY MARKET SEGMENTS

SEGMENTING FORMULA

For 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.


Example:For Penn State studentswho need to understand how businesses are engaging with sustainability

our product is a two-piece course sequence that makes clear the business case for sustainability and its connection to their major.


Example:For business owners/managerswho want to improve their understanding of sustainability and create business value

BA442 features student consulting teams that provide research, analysis and recommendations to businesses.

YOUR TURN

Template:For ____________ (target customer) who ____________ (statement of the need or opportunity)

our (product/service name) is ____________ (product category)

that (statement of benefit) ____________ .

Customer SolutionsCostConvenienceCommunication

SUSTAINABILITY MARKETING STRATEGY: MARKETING MIX

1. Selecting Behaviors2. Identifying Barriers and Benefits3. Developing Strategies

1. Commitment2. Social Norms3. Social Diffusion4. Prompts5. Communication6. Incentives

4.Piloting5.Broad-scale Implementation

SUSTAINABILITY MARKETING STRATEGY: FOSTERING

SUSTAINABLE BEHAVIORS

Projects

The Problem with Marketing:

Socio-Ecological Problems

Sustainable Consumer Behavior





Goal of BA442:provide students with the knowledge to enhance sustainable behaviors in firms, among consumers, and in society at large.

Sust marketing strategy 3.1

Education

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