ISM AND ISEG MBA - Développement durable

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customer, and finally promising him that it will continue to strive for improvement in this domain. Such customer communication has to continue over a period of time, in good times and in bad, and to impart a sense of consumer responsibility. Finally, the company should give an assessment at the end of the fiscal year (for example in a final year report by giving their consumption of water, energy, raw materials, land usage, noise pollution, waste production, etc). Informing the consumer: Companies engaged in environmental actions have several means at their disposal to inform their customers (potential or already loyal) in order to help them to understand the benefits of these actions during their routine daily purchasing. First, there is the environmental audit, which allows companies to check whether they have adapted their production in accordance with environmental legislation. This audit is carried out throughout the production phase, and even earlier during product conception, by advocating Green manufacturing methods, without forgetting waste treatment by recycling, reuse or reduction, etc. The audit would be well applied if it were be possible or even necessary to produce in a different way to appear more ecological and more credible in the eyes of the consumer, thanks to the eventual acquisition of a Green Label. The audits are genuinely beneficial because in the majority of cases they are carried out by external companies, consequently they are totally objective and neutral in their judgment. Companies are obliged to communicate the results of these audits to prove to their customers that they are striving to improve the environment, and they succeed by being rewarded by labels. Companies are ever encouraged to employ the internet or CD-Rom to publish environmental or sustainable reports or societal balance sheets to avoid the use of paper. They can also initiate decrees or laws on the subject of environmental protection. These remain linked to the company which raised the amendment and serve to demonstrate to their customer that the respective company is concerned by such issues as citizen contact, environmental and social values, and not 60
just by turnover. Some companies even go as far as creating ethical directives within their manufacturing unit. The consumer is thus aware of the product he buys: knows how it was produced; where the raw materials came from; and the method of finally recycling the product. The following table is abstracted from the sustainability report of Danone in 2008. It shows the quantity of waste generated, the quantity of waste eliminated and the proportion of waste eliminated: Here is an extract from this report: Groupe DANONE Head Office: 17, boulevard Haussmann – 75009 Paris Auditors’ Report on the “Danone Way Fundamentals” Initiative and a Selection of Environmental and Social Performance Indicators of Groupe Danone for 2008 (Scope Fresh Dairy Products, Waters and Blédina) This is a free translation into English of the original report issued in the French language and is provided solely for the convenience of English-speaking readers. As requested by Groupe Danone, we have performed a review to enable us to provide a moderate level of assurance on: 61
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ISM AND ISEG MBA Green Marketing Ho
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4. Product review .................
Page 5 and 6:
Introduction Hardly a day passes wi
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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: Consequently, whatever the type of
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
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Appendix 2: Answers Q1 Q2 Q3 Q4 Q5
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moins de 25 ans de 25 à 39 ans moi
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