Sustainable Marketing

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QUESTION
 
Task:
Write a report within the context of the sustainable fashion sector covering the following points:
Evaluate how any one provider of sustainable fashion is dealing with the challenges presented by the sustainability agenda. Assess the extent to which the chosen provider is managing the transition from niche to mainstream through its marketing activities indicating the suitability of its overall strategy and tactics to reach a broader consumer base.
Format:
Company name: LYF shoes (http://lyfshoes.com/)
Executive Summary
Introduction to Report
Background of Organisation (Choose an organization with a well-documented profile)
-Analyse company’s mission, vision and values
-Analyse and discuss the company’s principles and philosophies towards sustainable practices that it cultivates to form a culture within the organisation.
Analysis
Explain the Triple Bottom line Principles and its implications to the chosen organisation.
– Analyse the current market segment of the company [Refer to Defra Framework and Positioning Map]. Most important show the impact of moving from niche to mainstream marketing. [Company’s image through transformation]
– Evaluate the 4P’s of the organisation
– Explain the Triple Bottom line Principles and its implications to the chosen organisation.
– Analyse the current market segment of the company [Refer to Defra Framework and Positioning Map]. Most important show the impact of moving from niche to mainstream marketing. [Company’s image through transformation]
– Evaluate the 4P’s of the organisation
Product:
What’s it made from? Who makes it? How is it packaged? Is the packaging re-useable/recyclable what’s the product lifespan? Can it be repaired/re-used? What happens once it’s no longer useful? How will it be disposed of? [Use Cradle to Cradle, Biomimicry etc. to substantiate, Fair Trade, C-C certifications]
Place/Distribution
Where is the product made? How is it transported? Is the transportation as efficient as possible? Is packaging for transportation re-useable or recyclable? Where/how is the product sold? How does the product reach the final customer? [Sustainable Supply Chain-Fair Trade, Eco-Certifications]
Price
Does the price include a warranty for repair or replacement? Does the price adequately reflect the sustainability values of the organisation? Are pricing incentives being used to encourage over-consumption of the product?
Promotions
Are the products attributes accurately and honestly communicated to the customer? Do distributors and re- seller understand the sustainability credentials of the product and are they able to disseminate this to their own customers? What resources are being used to communicate the product attributes to customers? What does the product say about the values of the organisation? Is there an opportunity to use this product to enhance the reputation of the organization? What aspirational hooks are being used in the advertising and promotion of the product?[ Existing or potential Criticism for ‘Green washing’[This is when the companies claim that they are green or environmental oriented through advertising and marketing than actually implementing business practices that minimize environmental impact. ]Use 7 C’s to evaluate the Communication Activates
Note: [When evaluating each of the 4P’s, I want you to reflect if they are complying with the triple bottom line principle especially to see indicate effect on Carbon, Ecological and Water footprints is it increasing or reducing]
Explain the current practices in Stakeholder TBL and marketing mix. Fundamentally are they accountable and making profits transparently !!!!
Evaluation to Competitor
Critique the performance of your chosen example from the perspective of other similar providers who are more successful (or less) in dealing with sustainability issues.
Here you are to compare their practices versus what your company is doing so as to evaluate competitive sustainability within the industry sector.
Recommendation and Conclusion
From the above analysis what are the weaknesses you have identified in the company’s marketing strategies and what would you recommend
1. In terms of changes and practices
2. Consistency level to attain TBL standards
3. Use the 4E’s framework [Use the Defra positioning Map]
4. Possible redesign using cradle to cradle, packaging, biomimetic
5. Supply chain redesign

Sample Solutions
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