Agricultural Industry-Lipton Tea

606 Words2 Pages
bulb-icon

Recommended: Corporate social responsibility of unilever

2.3 Best and Worst Practices
The UK Market and the French Market
One of the largest and biggest market for Unilever dominated by their brand PG Tips comprised a market worth of £850 million. Unilver’s research outcome suggested that the average profile of a consumer in this market is well aware of the issues surrounding sustainability and has moderate knowledge of what it means to be sustainable while doing your business, but are unwilling to pay a bigger price for sustainable products. Since the main aim for their sustainable products was to deliver a product that is sustainable but will not have a change in price on the shelves helped the marketing strategy developers in Unilever to focus on telling the story of the Rainforest Alliance certified products and what it means to be a part of it as a consumer.
In 2008 PG tips were the only brand in UK suggesting sustainability in the work they are doing. The launching of their campaign comprised of treating their name as innovation while creating a positive link towards the brand and an ethical decision for the costumers purchasing this brand, a sense that the consumers did something better today by buying Unilever products instead of their competitors. Through emphasizing how easy it is to be a ‘better person today’ and how the consumers can make a positive difference in the world just by buying their products the effectiveness of the campaign showed an increase in sales and the perception of Unilever’s brands as Ethical in consumers’ minds.
This was not the case with the French market feedback while applying the same strategy and even encouraging sales with winning trips to Kenya to increase their image and make people concerned and engaged in environmental issues. Their appro...

... middle of paper ...

...www.ft.com/cms/s/0/9d8e4ade-0a45-11e1-85ca-00144feabdc0.html#axzz2xBkRQjKz http://www.liptontea.com/article/detail/157723/lipton-and-sustainability http://www.prnewswire.com/news-releases/liptonr-tea-continues-major-expansion-of-sustainability-initiative-62159847.html http://www.unileverfoodsolutions.us/products-brands/professional-products/tea/rainforest-alliance http://knowledge.wharton.upenn.edu/article/water-scarcity-a-daunting-challenge-with-a-hopeful-future/ http://www.fao.org/docrep/w5830e/w5830e0m.htm#emerging%20challenges%20for%20sustainable%20agriculture http://www.rainforest-alliance.org http://www.slideshare.net/kiranshaukat2/lipton-complete http://blog.psiimpact.com/2013/12/unilevers-project-sunlight-solid-approach-corporate-social-responsibility/
http://blog.psiimpact.com/2013/12/unilevers-project-sunlight-solid-approach-corporate-social-responsibility/

Show More
Related

  • Business Analysis: Chick Fil A

    2103 Words  | 5 Pages

    Lantos, GP, 2001, ‘The boundaries of strategic corporate social responsibility’, The Journal of Consumer Marketing, vol. 18, no. 7, pp. 595-639.

    Read More

  • Integrated Marketing Communication (IMC) Campaign Plan

    760 Words  | 2 Pages

    One research objective has set the foundation for our company to communicate to Chipotle customers about the sustainable packaging through social media and in store promotions

    Read More

  • Environmental Factors Of Marketing

    1332 Words  | 3 Pages

    This paper will discuss the five environmental factors that influence global and domestic marketing decisions that organizations must make. These five environmental factors are technology, demographics, government, culture and economics. Companies are affected differently by these factors depending on the industry they are in and the size of the organization. I will be using the Washington Plaza Hotel to illustrate how these environmental factors affect the hotel industry's marketing decisions. The Washington Plaza Hotel is a hospitality business located in Washington, DC. They offer services such as lodging, restaurant, bar, catering and meeting space rental. The Washington Plaza Hotel's major customer base is government, tourist, non-profit organizations, local businesses and some corporate clientele. Let's now take a look at how these environmental factors affect the marketing of the hotel.

    Read More

  • Yum Brands Case Study

    2147 Words  | 5 Pages

    The company’s strongest impact and contribution to sustainability lies in the critical parts of their business which leads to the success and diversity of our associates (customers), food safety, health and nutrition, strong supply chain, environmental factors, and community/stakeholder engagement and impact of the people along with the CSR initiatives.

    Read More

  • Cosmetic Testing with Animals is Cruel

    1300 Words  | 3 Pages

    McSpotlight on the Cosmetics, Toiletries and Household Cleaners Industry. (1997) The Ethical Consumer Guide to Everyday Shopping. Internet. http://www.envirolink.org/mcspotlight/beyond/unilever.html

    Read More

  • Unilever Case Analysis

    2131 Words  | 5 Pages

    Although Unilever’s Path to Growth strategy involves all components of the general environment, two segments that are especially relevant are the global and sociocultural segments. A major strength of the company’s global environment is its geographic diversification of its major product markets. In 2003, Unilever had sales and marketing efforts in 88 different countries. The key is that it gave decision-making power to its managers in different countries so that they could tailor their products to the market’s specific preferences and consumers’ local tastes. Thus, it was the cross-country preferences of consumers that determined what products Unilever would carry. The global segment provides an enormous opportunity for Unilever. The case states that emerging country markets show the greatest potential for sales growth. Major competitors such as Procter & Gamble and Kraft Foods had sales in roughly 140 to 150 different countries in 2003, and Nestle, Unilever’s main rival, had market penetration in almost every country in the world. If Unilever is able to expand its operations into 50 or more new countries and concentrate its advertising campaign on consumer preferences, it could significantly increase its market share in the global economy.

    Read More

  • Greenwashing in Media

    2736 Words  | 6 Pages

    To help further explain these misleading claims, a well recognized company by the media is called Terrachoice. “The Terrachoice Environment Marketing Consulting practice converts knowledge of markets, science and marketing into winning, client-centered solutions to help sustainability leaders deliver results” (“The "six sins," 2007). Terrachoice has conducted a study of the “Environmental Claims in North American Consumer Markets” and found shocking results that made them want to give warning to potential consumers about the ‘six sins of greenwashing. The Terrachoice Company was designed to improve the communication between the purchasers and consumers, helping to enhance, strengthen, and prove market relationship.

    Read More

  • Marketing Mix Strategy to Achieve Marketing Objectives

    779 Words  | 2 Pages

    Belz, F., & Peattie, K 2012, Sustainability marketing: a global perspective (2nd ed.). Hoboken, N.J.: Wiley.

    Read More

  • Analysis Of Pepsico

    903 Words  | 2 Pages

    PepsiCo discloses their stakeholder engagement as a contribution towards sustainability. As part of the company social responsibility and sustainability strategic planning, the company has put in place strict policies to guarantee a long-lasting relationship with all its stakeholders. According to the company website, ‘PepsiCo has established a strong relationship with NGOs and routinely engage them to leverage their areas of expertise or interest to help shape their CSR processes and tracking methods. These relationships have helped to better identify sustainability priorities that supports both the business model and the expectations of the stakeholders’ (PepsiCo 2013). PepsiCo invests mainly in activities linked to their chain of management, they totally applied Kramer and Porter’s ideas. Porter explains that businesses are socially responsible today because they realized that socially responsible activities build and develop credibility, integrity, and give competitive advantage.

    Read More

  • Nestle Supply Chain Case Study

    1414 Words  | 3 Pages

    Sustainability of the supply chain has increasingly become a crucial aspect of corporate responsibility. Apart from being good for business, management of social, economic, and environmental effects of supply chain remains the right thing to do. Constantly changing markets have created complex landscapes that businesses must navigate to build sustainable supply chains. Sustainable supply chains aim at creating social, economic, and environmental value for all stakeholders throughout the supply chain. Building sustainable supply chains not only benefits the stakeholders but also aims at safeguarding business interests. Businesses can easily become sustainable by understanding who they are and working closely with people. Nestle is company that has been at the forefront in advocating for sustainable supply through the ‘creating shared value’ platform. The report makes recommendation on the role of supply chain management in attaining sustainability.

    Read More

  • Unilever Dove Case Study

    981 Words  | 2 Pages

    Unilever’s Dove is part of the consumer goods company’s many brands which have historically lacked global identity amongst its many products. The lack of global identity resulted in issues such as diverse marketing standards, varied product development, and lack of brand recognition by consumers worldwide. Unilever’s solution to this problem was to group similar product lines under a few recognizable umbrella corporations. This initiative gave birth to the one of the most controversial marketing strategies in the history of business.

    Read More

  • Persuasive Essay On Green Advertising

    1155 Words  | 3 Pages

    The power of “green” advertising lies in its sheer ubiquity and its particularly charismatic approach to manipulation. It feels good to support a cause, and who could possibly be (openly) against the environment? Because of its broad manipulation coefficient, “green” advertising--advertising that panders to our desire to make the planet clean again--is making a comeback. Innumerable advertisements still contain the sublime appeal of helping the planet. Green still

    Read More

  • Sainsbury's Marketing Strategy

    1440 Words  | 3 Pages

    However a continuous rise in globalisation could be presented as a challenge for Sainsbury’s. One of the biggest economic factors is the rising costs of fuel which will impact right through the supply chain of Sainsbury’s leading to increase of its products. Social factors to consider due to increase in trend in healthy foods, so for Sainsbury’s to keep up with trends, it would be something to consider. The use of technology for great retailers such as Sainsbury’s is an important factor, persistent upgrading of technologies such as self-checkouts, computerised stock control etc., means less room for human errors. Concerning environmental, reducing carbon footprint is emphasised to big companies. “Companies like Sainsbury’s can contribute a lot of impact on the environment. To do this Sainsbury’s would have to put in more towards the green issue” (UK Essay 2014) Legally, Sainsbury’s would have to make sure to follow policies concerning label and packaging which could be an added financial load to Sainsbury’s. Sainsbury’s should act on its threats, to achieve its goals and

    Read More

  • Value Chain Analysis: A Strategic Analysis Of Unilever

    2016 Words  | 5 Pages

    Unilever is a multinational company which ranks third globally in fast moving consumer goods. They have an excellent value chain which is one of the factors that has resulted in them to be among top consumer goods company globally. Their merger and acquisitions have led them to expand their company in different sectors of the consumer goods. They have 400 brands and sell their products across 190 countries. They have to work on some areas of the value chain to work even better than how they are working now. Also, there are many opportunities that will help Unilever to overcome their shortcomings and make them a successful Consumer goods

    Read More

  • Ethical Challenges Of Mcdonalds: The Case Study Of Mcdonalds

    724 Words  | 2 Pages

    Over the years, growing attention has been paid to the ethical, environmental and social dimensions of business, most often under corporate social responsibility (CSR). Much of the early literature aimed to specify the concept and the various components of CSR, as it emerged in the second half of the 20th century (MINTZBERG, H., 1983). Various environment organizations and people are conscious of the toxic waste, of pollution, mountains of garbage and depletion of forests. McDonald’s, the largest restaurant chain in the world, presents a notable case study. For years McDonald’s used polystyrene containers for the famous Big Mac clamshell for its hamburgers. Since these containers were light in weight, did not absorb grease and kept the burgers warm. McDonalds soon become target of the Environmental Defense Fund which claimed that by making polystyrene packaging created toxic fumes, which took too much of landfill and took too much time to

    Read More

More about Agricultural Industry-Lipton Tea

Open Document