ISM AND ISEG MBA - Développement durable

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Table of Content Executive summary .......................................................................................................................... 4 Introduction ...................................................................................................................................... 5 Part I: Green Marketing and sustainable development .................................................................... 7 1. Presentation ........................................................................................................................... 7 2. Sustainable development over the years ............................................................................. 12 3. Representative modeling of the environment ...................................................................... 14 4. Context ................................................................................................................................ 20 5. Limits .................................................................................................................................. 22 Part II: Marketing Mix ................................................................................................................... 27 1. Production ........................................................................................................................... 27 2. Product ................................................................................................................................ 29 3. Place .................................................................................................................................... 48 4. Promotion ............................................................................................................................ 56 5. The company management .................................................................................................. 72 Part III: The consumer .................................................................................................................... 75 1. The actors within sustainable development ........................................................................ 75 2. Studying the consumer ........................................................................................................ 77 3. Survey .................................................................................................................................. 78 Part IV: The consequences of Green Marketing on the company .................................................. 88 1. The employees’ point of view on the environment ............................................................. 89 Part V: Weleda: A company heavily involved in Sustainable Development ................................. 93 1. Presentation of the Company .............................................................................................. 94 2. Company History ................................................................................................................ 96 3. Industry Environment Analysis ........................................................................................... 98 2
4. Product review ..................................................................................................................... 99 5. Competitive review ........................................................................................................... 101 6. Weleda and the environment ............................................................................................. 102 Conclusion .................................................................................................................................... 107 Recommendations ........................................................................................................................ 108 Bibliography ................................................................................................................................. 109 Appendixes ................................................................................................................................... 111 3
Page 1: ISM AND ISEG MBA Green Marketing Ho
Page 5 and 6: Introduction Hardly a day passes wi
Page 7 and 8: Part I: Green Marketing and sustain
Page 9 and 10: give a human approach. This serves
Page 11 and 12: Triple Bottom Line is the name give
Page 13 and 14: It was in the 1970's that ecologica
Page 15 and 16: Note that social and environmental
Page 17 and 18: Ecological viability: a project is
Page 19 and 20: The model is constructed from a thr
Page 21 and 22: considered to fundamentally include
Page 23 and 24: There are several types of limit. F
Page 25 and 26: The selling price can also prove to
Page 27 and 28: Part II: Marketing Mix Today, custo
Page 29 and 30: ecologically sensitive business pra
Page 31 and 32: a. New product concepts These new c
Page 33 and 34: Life cycle of a Green Product The a
Page 35 and 36: Eco conception is depicted by the f
Page 37 and 38: New terminology includes such phras
Page 39 and 40: Numerous conceptual innovations fol
Page 41 and 42: environmental impact of a product?
Page 43 and 44: A dynamic market for eco-labeled pr
Page 45 and 46: The ISO 14000 family ISO14000 compr
Page 47 and 48: The ISO 14020 series As part of its
Page 49 and 50: Under the ISO scheme initiatives ar
Page 51 and 52: Third, the companies have to exploi
Page 53 and 54:
The progression reflects the increa
Page 55 and 56:
The companies can add sustainable a
Page 57 and 58:
the company would be called to deal
Page 59 and 60:
Consequently, whatever the type of
Page 61 and 62:
just by turnover. Some companies ev
Page 63 and 64:
Benetton team which founded their a
Page 65 and 66:
Certainly there exists a risk that
Page 67 and 68:
To succeed in Green Communication,
Page 69 and 70:
Internal communication related to s
Page 71 and 72:
Type of company Goal sought by the
Page 73 and 74:
A commitment must be made to contin
Page 75 and 76:
Part III: The consumer 1. The actor
Page 77 and 78:
company should not be underestimate
Page 79 and 80:
The second section relates to quest
Page 81 and 82:
Consequently people responding to t
Page 83 and 84:
Q5 Most worrying problems Responses
Page 85 and 86:
However, companies have to take gre
Page 87 and 88:
answered that he does not trust Gre
Page 89 and 90:
As put forward earlier, employees h
Page 91 and 92:
Measures taken to reduce paper cons
Page 93 and 94:
Part V: Weleda: A company heavily i
Page 95 and 96:
Weleda’s marketing strategy is to
Page 97 and 98:
1993 Construction of a new product
Page 99 and 100:
There are three criteria which dist
Page 101 and 102:
c. Medications All Weleda medicamen
Page 103 and 104:
smooth functioning of the system by
Page 105 and 106:
Weleda employs specialists who are
Page 107 and 108:
Conclusion Concern for the environm
Page 109 and 110:
Bibliography Books: Cathelat, B. &
Page 111 and 112:
Appendixes Appendix 1: Questionnair
Page 113 and 114:
Appendix 2: Answers Q1 Q2 Q3 Q4 Q5
Page 115 and 116:
moins de 25 ans de 25 à 39 ans moi
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ISM AND ISEG MBA - Développement durable

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