Sustmarketingstrategy3 170217143951

BA 442: SUSTAINABILITY Sustainability
Marketing
BEHAVIOR OF CONSUMERS, Strategy –
FIRMS, AND SOCIETIES Part 3

Become invaluable. Keep yourself clean and bright. Come to serve.
Discipline. Listen.
Speak well.
CONSULTING PROJECTS
Process:
1. Select client – YES
2. Project Scope
3. The Work
4. Recommendations & Presentation
to Client + Final Paper
CONSULTING PROJECTS
Project:
Solve a problem for your client that
relates to a sustainability marketing
challenge or opportunity
T YPES OF PROJECTS
Market Research…to understand a

target group’s perspective, attitudes,
and knowledge about a socio-
ecological issue/aspect of a product
or service.
T YPES 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
T YPES 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)
GOOD LUCK CONSULTANTS!
SUSTAINABILIT Y 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?
Sustainability Marketing Values & Objectives
Sustainability Marketing Strategies
Sustainability Marketing Mix
Fostering Sustainable Behavior


SUSTAINABILIT Y MARKETING STRATEGY:
VALUES & OBJECTIVES
Conventional Marketing Sustainability Marketing

Sanctity of Markets Triple Bottom Line
Sovereignty of Focus on responsibilities
Consumers not just rights
Satisfaction of Needs Focus on services
instead of material
goods
Peripheral Nature of Nature as ultimate
Nature supplier and “holding
company”
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, and
 equal 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?

MARKETING STRATEGIES
1. Screening Sustainability Issues and

Actors
2. Segmenting Sustainability Markets
3. Introducing Sustainability
Innovations
4. Positioning Sustainable Products
5. Partnering with Sustainability
Stakeholders

Actors
Innovations
Stakeholders

Actors
Matrix Stakeholder
Mapping
Issues Actors
LCA
Socio-Ecological Socio-Ecological
Issues of the Issues Important
Product/Service to your
Stakeholders
ISSUES ARE IDENTIFIED WITH THE
SOCIO-ECOLOGICAL IMPACT MATRIX
COFFEE
Cultivation/P Roasting and Distribution Consumption
rimary Packaging & Disposal
Processing
Energy
Air
Water
Soil
Waste
Ecosystems
Health
Equity
Key: High Impact Medium Impact

ISSUES ARE IDENTIFIED WITH THE SOCIO-
ECOLOGICAL IMPACT MATRIX
COFFEE
Cultivation/P Roasting and Distribution Consumption
rimary Packaging & Disposal
Processing
Energy
Air
Water
Soil
Waste
Ecosystems
Health
Equity
Key: High Impact Medium Impact

ISSUES ARE IDENTIFIED WITH
LIFE CYCLE ASSESSMENT

Actors
Matrix Stakeholder
Mapping
Issues Actors
LCA
Socio-Ecological Socio-Ecological
Issues of the Issues Important
Product/Service to your
Stakeholders
ACTORS ARE UNDERSTOOD WITH
STAKEHOLDER MAPPING

Actors
Innovations
Stakeholders
CONSUMER SEGMENTATION
Geographic
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 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)
____________ .
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.
STATEMENT
Example:
For Penn State students
who 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.
STATEMENT
Example:
For business owners/managers
who 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)
____________ .

Actors
Innovations
Stakeholders

MARKETING MIX
Customer Solutions
Cost
Convenience
Communication

FOSTERING SUSTAINABLE BEHAVIORS
1. Selecting Behaviors
2. Identifying Barriers and Benefits
3. Developing Strategies
1. Commitment
2. Social Norms
3. Social Diffusion
4. Prompts
5. Communication
6. Incentives
4.Piloting
5.Broad-scale Implementation
The Problem with
Marketing: Sustainable Consumer
Socio-Ecological Behavior
Problems
Sustainability Marketing Values &

Objectives
Goal of BA442: Sustainability Marketing Strategies

provide students with
the knowledge to
enhance sustainable
behaviors in firms, Sustainability Marketing Mix
among consumers, and
in society at large.

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BA 442: SUSTAINABILITY Sustainability

FIRMS, AND SOCIETIES Part 3

Market Research…to understand a

So how do we create and capture value

Sustainability Marketing Strategies

Sustainability Marketing Mix

Fostering Sustainable Behavior

Sustainability Marketing Strategies

Sustainability Marketing Mix

Fostering Sustainable Behavior

Conventional Marketing Sustainability Marketing

Environmental justice is the fair treatment and meaningful

How do we ensure that all people have the

Or….is sustainability just another way for

Sustainability Marketing Strategies

Sustainability Marketing Mix

Fostering Sustainable Behavior

1. Screening Sustainability Issues and

1. Screening Sustainability Issues and

1. Screening Sustainability Issues and

Key: High Impact Medium Impact

Key: High Impact Medium Impact

1. Screening Sustainability Issues and

1. Screening Sustainability Issues and

For X who is struggling with y,

1. Screening Sustainability Issues and

Sustainability Marketing Strategies

Sustainability Marketing Mix

Fostering Sustainable Behavior

Sustainability Marketing Strategies

Sustainability Marketing Mix

Fostering Sustainable Behavior

Sustainability Marketing Values &

Goal of BA442: Sustainability Marketing Strategies

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