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ARE THERE BUSINESS OPPORTUNITIES IN SUSTAINABILITY? Belén Derqui ADDMARK International Conference Valencia, November 2015

ARE THERE BUSINESS OPPORTUNITIES IN SUSTAINABILITY? · products and services they choose” ... Human Spirit Marketing Philip Kotler´s Marketing 3.0 “Your company does not belong

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Page 1: ARE THERE BUSINESS OPPORTUNITIES IN SUSTAINABILITY? · products and services they choose” ... Human Spirit Marketing Philip Kotler´s Marketing 3.0 “Your company does not belong

ARE THERE

BUSINESS

OPPORTUNITIES IN

SUSTAINABILITY?

Belén Derqui

ADDMARK International ConferenceValencia, November 2015

Page 2: ARE THERE BUSINESS OPPORTUNITIES IN SUSTAINABILITY? · products and services they choose” ... Human Spirit Marketing Philip Kotler´s Marketing 3.0 “Your company does not belong

Foreword….

A few things in which we should agree

Page 3: ARE THERE BUSINESS OPPORTUNITIES IN SUSTAINABILITY? · products and services they choose” ... Human Spirit Marketing Philip Kotler´s Marketing 3.0 “Your company does not belong

1The Concept of Sustainability

Page 4: ARE THERE BUSINESS OPPORTUNITIES IN SUSTAINABILITY? · products and services they choose” ... Human Spirit Marketing Philip Kotler´s Marketing 3.0 “Your company does not belong

Sustainability has Three Dimensions

Page 5: ARE THERE BUSINESS OPPORTUNITIES IN SUSTAINABILITY? · products and services they choose” ... Human Spirit Marketing Philip Kotler´s Marketing 3.0 “Your company does not belong

Sustainability = Capacity to Endure

Page 6: ARE THERE BUSINESS OPPORTUNITIES IN SUSTAINABILITY? · products and services they choose” ... Human Spirit Marketing Philip Kotler´s Marketing 3.0 “Your company does not belong

2The Planet

Page 7: ARE THERE BUSINESS OPPORTUNITIES IN SUSTAINABILITY? · products and services they choose” ... Human Spirit Marketing Philip Kotler´s Marketing 3.0 “Your company does not belong

Climate Change is Real

Page 8: ARE THERE BUSINESS OPPORTUNITIES IN SUSTAINABILITY? · products and services they choose” ... Human Spirit Marketing Philip Kotler´s Marketing 3.0 “Your company does not belong

Resources are more and more Scarce

Page 9: ARE THERE BUSINESS OPPORTUNITIES IN SUSTAINABILITY? · products and services they choose” ... Human Spirit Marketing Philip Kotler´s Marketing 3.0 “Your company does not belong

Waste & Pollution Abound

Page 10: ARE THERE BUSINESS OPPORTUNITIES IN SUSTAINABILITY? · products and services they choose” ... Human Spirit Marketing Philip Kotler´s Marketing 3.0 “Your company does not belong

3A new Marketing Era

Page 11: ARE THERE BUSINESS OPPORTUNITIES IN SUSTAINABILITY? · products and services they choose” ... Human Spirit Marketing Philip Kotler´s Marketing 3.0 “Your company does not belong

The Era of Value Driven Marketing

“Consumers are looking for solutions to their anxieties about making the globalized world a better place”

“They look for not only functional and emotional fulfillment but also

human spirit fulfillment in the products and services they choose”

P. Kotler

Page 12: ARE THERE BUSINESS OPPORTUNITIES IN SUSTAINABILITY? · products and services they choose” ... Human Spirit Marketing Philip Kotler´s Marketing 3.0 “Your company does not belong

Marketing Change in Focus

ProductManagement

CustomerManagement

Brand Management

ValueManagement

50,s 70,s 90,s 2010,s

MIND SPIRITHEART

Target the consumer as a whole human being

Page 13: ARE THERE BUSINESS OPPORTUNITIES IN SUSTAINABILITY? · products and services they choose” ... Human Spirit Marketing Philip Kotler´s Marketing 3.0 “Your company does not belong

The age of Participation & Collaborative Marketing

The Age of Globalization Paradox and Cultural Marketing

The Age of Creative Society and Human Spirit Marketing

Philip Kotler´s Marketing 3.0

Page 14: ARE THERE BUSINESS OPPORTUNITIES IN SUSTAINABILITY? · products and services they choose” ... Human Spirit Marketing Philip Kotler´s Marketing 3.0 “Your company does not belong

“Your company does not belong in any market where it can´t be the best. Within five years, if you’re in the

same business you are in now, you’re going to be out of business.”

Peter Drucker

“Within five years, if you run your business in the same way as you do now, you´re going to be out of

business.”Philip Kotler

Page 15: ARE THERE BUSINESS OPPORTUNITIES IN SUSTAINABILITY? · products and services they choose” ... Human Spirit Marketing Philip Kotler´s Marketing 3.0 “Your company does not belong

Welcome to the Future!

Page 16: ARE THERE BUSINESS OPPORTUNITIES IN SUSTAINABILITY? · products and services they choose” ... Human Spirit Marketing Philip Kotler´s Marketing 3.0 “Your company does not belong

Marketing 3.0

MARKETING CONCEPT

STRATEGIC PLANNING

SOCIAL MARKETING

SUSTAINABLE MARKETING

Value Customer Tomorrow

Value Customer Today

ValueCompany Tomorrow

ValueCompany Today

Page 17: ARE THERE BUSINESS OPPORTUNITIES IN SUSTAINABILITY? · products and services they choose” ... Human Spirit Marketing Philip Kotler´s Marketing 3.0 “Your company does not belong

The New Marketing Mix

7Ps

Page 18: ARE THERE BUSINESS OPPORTUNITIES IN SUSTAINABILITY? · products and services they choose” ... Human Spirit Marketing Philip Kotler´s Marketing 3.0 “Your company does not belong
Page 19: ARE THERE BUSINESS OPPORTUNITIES IN SUSTAINABILITY? · products and services they choose” ... Human Spirit Marketing Philip Kotler´s Marketing 3.0 “Your company does not belong

4The Opportunity

Page 20: ARE THERE BUSINESS OPPORTUNITIES IN SUSTAINABILITY? · products and services they choose” ... Human Spirit Marketing Philip Kotler´s Marketing 3.0 “Your company does not belong

TenSustainability

Related Business Opportunities

Page 21: ARE THERE BUSINESS OPPORTUNITIES IN SUSTAINABILITY? · products and services they choose” ... Human Spirit Marketing Philip Kotler´s Marketing 3.0 “Your company does not belong

Sustainability as a sense of Endurance1

Page 22: ARE THERE BUSINESS OPPORTUNITIES IN SUSTAINABILITY? · products and services they choose” ... Human Spirit Marketing Philip Kotler´s Marketing 3.0 “Your company does not belong
Page 23: ARE THERE BUSINESS OPPORTUNITIES IN SUSTAINABILITY? · products and services they choose” ... Human Spirit Marketing Philip Kotler´s Marketing 3.0 “Your company does not belong

Sustainability as a Source of Competitive Advantage2

Page 24: ARE THERE BUSINESS OPPORTUNITIES IN SUSTAINABILITY? · products and services they choose” ... Human Spirit Marketing Philip Kotler´s Marketing 3.0 “Your company does not belong

Sustainability as a Source of Competitive Advantage2

“At Whole Foods Market®, "healthy" means a whole lot more. It goes beyond good for you, to also encompass the greater good. Whether you're hungry for better, or

simply food-curious, we offer a place for you to shop

where value is inseparable from values”

Page 25: ARE THERE BUSINESS OPPORTUNITIES IN SUSTAINABILITY? · products and services they choose” ... Human Spirit Marketing Philip Kotler´s Marketing 3.0 “Your company does not belong

“In order to meet the many challenges the future holds, we want to become three times more

efficient by 2030”

Sustainability is Efficiency3

More Value

At a reduced Footprint

Page 26: ARE THERE BUSINESS OPPORTUNITIES IN SUSTAINABILITY? · products and services they choose” ... Human Spirit Marketing Philip Kotler´s Marketing 3.0 “Your company does not belong

Sustainability is Efficiency4

“Improving the water use efficiency of our operations by 20% has enabled the company to save more tan $15 million in water and

related costs”

Page 27: ARE THERE BUSINESS OPPORTUNITIES IN SUSTAINABILITY? · products and services they choose” ... Human Spirit Marketing Philip Kotler´s Marketing 3.0 “Your company does not belong

Sustainability is Efficiency4

Page 28: ARE THERE BUSINESS OPPORTUNITIES IN SUSTAINABILITY? · products and services they choose” ... Human Spirit Marketing Philip Kotler´s Marketing 3.0 “Your company does not belong

A way to win loyalty through Emotional Connection

Sustainability is Brand Engagement5

Campbell Soup changed the colour of itspackaging during Breast Cancer AwarenesssMonth and improved demand significantly

Page 29: ARE THERE BUSINESS OPPORTUNITIES IN SUSTAINABILITY? · products and services they choose” ... Human Spirit Marketing Philip Kotler´s Marketing 3.0 “Your company does not belong

A way to win loyalty through emotional connection

Sustainability is Brand Engagement5

Page 30: ARE THERE BUSINESS OPPORTUNITIES IN SUSTAINABILITY? · products and services they choose” ... Human Spirit Marketing Philip Kotler´s Marketing 3.0 “Your company does not belong

Sustainability as a Source of Profitability6

Page 31: ARE THERE BUSINESS OPPORTUNITIES IN SUSTAINABILITY? · products and services they choose” ... Human Spirit Marketing Philip Kotler´s Marketing 3.0 “Your company does not belong

Sustainability as a Source of Profitability6

“61% of Top Management who had changed their business model and had sustainability as a permanent fixture on their agenda said they

have added profit from it”

Page 32: ARE THERE BUSINESS OPPORTUNITIES IN SUSTAINABILITY? · products and services they choose” ... Human Spirit Marketing Philip Kotler´s Marketing 3.0 “Your company does not belong

Enhances Your Brand Reputation7“Through its Sustainable Living Plan Unilever helps to identify areas of

opportunity for brand-led growth, cost savings and future profit.It fuels innovation and spans the entire value chain”

Page 33: ARE THERE BUSINESS OPPORTUNITIES IN SUSTAINABILITY? · products and services they choose” ... Human Spirit Marketing Philip Kotler´s Marketing 3.0 “Your company does not belong

Enhances Your Brand Reputation7Walmart: From everyday low prices to the Green Giant

Page 34: ARE THERE BUSINESS OPPORTUNITIES IN SUSTAINABILITY? · products and services they choose” ... Human Spirit Marketing Philip Kotler´s Marketing 3.0 “Your company does not belong

Enhances Your Brand Reputation7

Page 35: ARE THERE BUSINESS OPPORTUNITIES IN SUSTAINABILITY? · products and services they choose” ... Human Spirit Marketing Philip Kotler´s Marketing 3.0 “Your company does not belong

Increases Competitiveness8

Page 36: ARE THERE BUSINESS OPPORTUNITIES IN SUSTAINABILITY? · products and services they choose” ... Human Spirit Marketing Philip Kotler´s Marketing 3.0 “Your company does not belong

Increases Competitiveness8

Walmart Scorecard has significantly changed the way

companies operate and source their raw materials & packaging

Page 37: ARE THERE BUSINESS OPPORTUNITIES IN SUSTAINABILITY? · products and services they choose” ... Human Spirit Marketing Philip Kotler´s Marketing 3.0 “Your company does not belong

Leadership

Sustainable Companies Attract & Retain Talent

9

Page 38: ARE THERE BUSINESS OPPORTUNITIES IN SUSTAINABILITY? · products and services they choose” ... Human Spirit Marketing Philip Kotler´s Marketing 3.0 “Your company does not belong

Attractiveness for Stakeholders10Investors are more & more choosing

Sustainable Companies

Page 39: ARE THERE BUSINESS OPPORTUNITIES IN SUSTAINABILITY? · products and services they choose” ... Human Spirit Marketing Philip Kotler´s Marketing 3.0 “Your company does not belong

Customer Satisfaction10

Sustainability is now a Brand Differentiator,

but will soon be a Consumer Expectation!

Page 40: ARE THERE BUSINESS OPPORTUNITIES IN SUSTAINABILITY? · products and services they choose” ... Human Spirit Marketing Philip Kotler´s Marketing 3.0 “Your company does not belong

Customer Satisfaction10Every business is now a service business…

Does your service put a “smile” on the consumer´s face?

Page 41: ARE THERE BUSINESS OPPORTUNITIES IN SUSTAINABILITY? · products and services they choose” ... Human Spirit Marketing Philip Kotler´s Marketing 3.0 “Your company does not belong

¡Muchas Gracias!

Belén Derqui

[email protected]