ISM AND ISEG MBA - Développement durable

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1. Presentation of the Company Founded in 1921, Weleda is one of the largest brands of natural cosmetics. Weleda operates on all five continents with 1800 employees worldwide. The Weleda Group has its headquarters in Arlesheim, Switzerland. Ever since its foundation, Weleda has been developing and selling complementary medicines, nutritional supplements and cosmetics. In later years Weleda oriented its products to include the needs of doctors and patients seeking a source of natural medicines. Weleda has developed an original ethic based on the quality of its products and nature. Its motto is “Harmony between the Human Being and Nature”. It implies research into the structures of life and nature, as well as insight into the processes of the human soul and spirit. The principle of Weleda is to base its marketing firmly upon the quality of its products, to be considered a reliable source of supply, and to respect nature. Weleda’s team is made up of doctors, pharmacists and patients. Weleda develops its products in accordance with understanding the human being, and the respect of the human being extends to encompass all actors. The company desires close collaboration with its patients, its partners and its employees. Therefore each Weleda venture, independently managed as regards initiative and responsibility, has the incentive to reinforce the Weleda Group and to bring its contribution to the realization of this in terms of worldwide objectives. Weleda serves the human being by looking after and reinforcing health. 94
Weleda’s marketing strategy is to keep an ethical and responsible approach in favor of the human being and of the nature: Medicinal plants issue of biological agriculture (e.g.: Iris, Edelweiss…) Wild medicinal plants (e.g.: Arnica, Ratanthia…) Natural elixir Natural fragrances No tests on animals Rigorous controls to enforce high quality Protection of the environment: scrap, recyclable packaging Natural cosmetics are guaranteed by BDIH: Weleda in the world Weleda owns 17 subsidiaries, including Weleda France, and operates in more than 50 countries. 95
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ISM AND ISEG MBA Green Marketing Ho
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4. Product review .................
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Introduction Hardly a day passes wi
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Part I: Green Marketing and sustain
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give a human approach. This serves
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Triple Bottom Line is the name give
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It was in the 1970's that ecologica
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Note that social and environmental
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Ecological viability: a project is
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The model is constructed from a thr
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considered to fundamentally include
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There are several types of limit. F
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The selling price can also prove to
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Part II: Marketing Mix Today, custo
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ecologically sensitive business pra
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a. New product concepts These new c
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Life cycle of a Green Product The a
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Eco conception is depicted by the f
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New terminology includes such phras
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Numerous conceptual innovations fol
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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: Part V: Weleda: A company heavily i
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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