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Sustmarketingstrategy3 170217143951
Sustmarketingstrategy3 170217143951
Marketing
BEHAVIOR OF CONSUMERS, Strategy –
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
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
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
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
Issues Actors
LCA
Socio-Ecological Socio-Ecological
Issues of the Issues Important
Product/Service to your
Stakeholders
ACTORS ARE UNDERSTOOD WITH
STAKEHOLDER MAPPING
SUSTAINABILIT Y MARKETING STRATEGY:
MARKETING STRATEGIES
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
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 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.
GEOFF MOORE'S VALUE POSITIONING
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)
____________ .
SUSTAINABILIT Y MARKETING STRATEGY:
MARKETING STRATEGIES
Customer Solutions
Cost
Convenience
Communication
Sustainability Marketing Values & Objectives