Peepoo bag day 4

Marketing of SustainabilityGroup 2

Bon CarolineBonvissuto AudeBornand Camille

Gachet ElisePriez Amandine

Réglier Anne-Cécile

Greenwashing

It’s Greenwashing when a company or organization spends more time and money claiming to be

“green” through advertising and marketing than actually implementing business practices that

minimize environmental impact. It’s whitewashing, but with a green brush.

Greenwashing index.com “help keep ad honest”

Greenwashing examples

McDonald’s Green strategy Clarify their responsibility for the preservation of natural resources New design, new logo

BUT “Ethical policies don't change with a lick of paint‘ Just an appearance: food is still the same

Greenwashing examples

Barbie Mattel: The Barbie BCause Eco accessories Buy eco-friendly fashion For eco-conscious girls

BUT Deforestation of tropical forests Packaging Reaction of Greenpeace

Positioning according to habits

Public Private

Anywhere

Toilets

Positioning according to habits

Diseases

Better quality of food

Better health

Poor quality of food

Brand system

Brand concept (value position Tangible and

intangible)

Brand name and symbolsSemiotic invariants Product or service experience

The brand triangle

A strong brand balances all

three elements

Brand system

The brand triangle

Product experience : Pepoo bag

A strong brand balances all

three elements

Brand concept :Deliver a real message in order to avoid

diseases and protect the planet

Brand system

Brand name and symbols

A strong brand balances all

three elements

The brand triangle

Brand name* Really simple in order to

understand directly the concept and the purpose of the bag

Color : green* Remind the wish of protecting

the planet

Calligraphy :* Really simple to match with our

values

Marketing mix

Product• Tangible• Introduction LFC stage• Aim: targeting well with

our communication• What: Practicality, health

and development• A double funccion: social

(helping) and green (fertilizing)

Price• Cost: 3 cents• Advantage: no frontal

competition + it suits associations budgets previsions

• Perceived value: defferenciation on a dynamic market

Marketing mix

Place Promotion

The outcomes of our project

Communicating well to a specific target

Defining the needs compared to the habits of our final consumers

Building a strong strategy based on « building the brand » on the market

Describing well the offer thanks to a complete mix marketing

Goal= to communicate well to the right persons at the right time in the best way focusing on our product strengths and the

customers and consumers needs