12
Marketing of Sustainability Group 2 Bon Caroline Bonvissuto Aude Bornand Camille Gachet Elise Priez Amandine Réglier Anne-Cécile

Peepoo bag day 4

Embed Size (px)

DESCRIPTION

Peepoo Bag Day 4

Citation preview

Page 1: Peepoo bag day 4

Marketing of SustainabilityGroup 2

Bon CarolineBonvissuto AudeBornand Camille

Gachet ElisePriez Amandine

Réglier Anne-Cécile

Page 2: Peepoo bag day 4

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”

Page 3: Peepoo bag day 4

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

Page 4: Peepoo bag day 4

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

Page 5: Peepoo bag day 4

Positioning according to habits

Public Private

Anywhere

Toilets

Page 6: Peepoo bag day 4

Positioning according to habits

Diseases

Better quality of food

Better health

Poor quality of food

Page 7: Peepoo bag day 4

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

Page 8: Peepoo bag day 4

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

Page 9: Peepoo bag day 4

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

Page 10: Peepoo bag day 4

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

Page 11: Peepoo bag day 4

Marketing mix

Place Promotion

Page 12: Peepoo bag day 4

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