ba 560 class 6 - sustainability strategy - sep2017
TRANSCRIPT
Sustainability Strategy
BA 560 Ethics & SustainabilityTamar Milne
September 25, 2017
BA 560 Ethics & Sustainability
1. Creating advantage2. Segmentation3. Green Purchase Perception Matrix4. Positioning5. Green Marketing Strategy Matrix6. Examples
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Agenda
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Creating Eco‐ (and Social) Advantage
Source: Green to Gold, Esty & Winston, 2006
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Who is the target market for sustainability?
Image source: storecommander.ca
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Rethinking Segments
Source: Ellen Macarthur Foundation, 2015
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Behavesustainably
Thinksustainably
Savvy Economisers
24%Progressive Purchasers
19%
Committed Caretakers
15%
Casually Conscious
19%
Novelty Seekers 24%
Source: Ellen Macarthur Foundation, 2015
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Another Model: Deep Green Segments
Even within sustainability‐committed segments, there are differences in their values, needs, and drivers
Source: Ottman, The New Rules of Green Marketing, 2010
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Practice Example: A&W
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Green Purchase Perception Matrix
Feel‐good Purchases
Win‐Win Purchases
Why Bother?Purchases
Why Not? Purchases
Degree of CompromiseLowHigh
Low
High
Degree of Confidence
Source: Peattie, 2001
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Consistent Themes
Sustainable options are common in the categoryQuality, safety are apparentPrice is equivalent/lower – or value is higherUse is convenientCommunication is consistent
Customers tend to choose “sustainable” products when...
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Positioning
Many aim for “Great first, green second”
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Source: MapChange 2010
e.g. F&B
Source: MapChange 2010
e.g. Apparel
Source: MapChange 2010
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Green Marketing Strategy Matrix
Ginsberg & Bloom, 2004
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Product and Supply Chain Example: Dockers (Levi’s)
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Product and Supply Chain Example: Patagonia
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Involving the Consumer Example: AirMiles & OPA
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Industry‐wide Standards Example: SAC
Brands
Retailers
Manufacturers
Industry AffiliatesNGOs, Government, Education
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Raising the Industry Example: SCSS
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A Local Social Enterprise
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Other Vancouver‐based Social Enterprises
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Best Practices: Starbucks
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Best Practices: Interface
BA 560 Ethics & Sustainability
1. Case Memo 2 due by the start of class to the assignment dropbox on Connect
2. Bring a copy of your case memo for the debrief and discussion3. No prep quiz or additional reading
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Reminders for Next Class