Green marketing: case study Ceres

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CASE STUDY


Marketing Mix

PricePlaceProductPromotionPeoplePhysical evidenceProcess

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Functions of packaging in marketing mix:

It facilitates handling and transportation of goods and materials

It provides information about the products It helps to differentiate between different products It serves as a promotional tool It makes the product more attractive which attracts more

customers.

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Green Marketing

• As per J. Polonsky, green marketing can be defined as, “ All activities designed to generate and facilitate any exchange intended to satisfy human needs or wants such that satisfying of these needs and wants occur with minimal detrimental input on the national environment.”

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Evolution of Green Marketing

Ecological

Environmental

Sustainable

Green Marketing

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KFC introduces eco-friendly packaging

• KFC is now switching from cardboard to recyclable and biodegradable paper wrapping for some of its products.


Pepsi-cola story and Coca-cola

Coca-Cola's products has a significant environmental impact.

According to the American Soft Drink Industry Association, soft drink containers are by far the most recycled package in the country due to effective, broad-based recycling infrastructure.


McDonalds

• Recently they ran a little piece on packaging which lays out McDonald’s environmental policies in that regard


Nestlé’s Easter egg packaging tops MP’s report

• Nestlé ongoing programme to reduce packaging and make products more easily recyclable for consumers.


Pizza Hut Gets a Makeover

• Pizza Hut has a more environmentally-friendly image because they are using new boxes that are made from 40 percent recycled materials.


CERES


Introduction

• Ceres is the best 100% pure fruit juice you can buy - wholesome, earthy and natural, with no added cane sugar, colorants or preservatives - the pure goodness of nature from the valley of Ceres. Ceres was launched in South Africa in September 1982. It is the flagship brand of the Ceres Fruit Juices Company and commands a premium in the marketplace. Although it was developed predominantly for family consumption, its appeal extends to discerning adults with solid family values.

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Ceres’ positive aspects are:

• Food packages made from paper can be formed into simple or elaborate designs, because it is flexible and easy to work with

• light weight• generally inexpensive• excellent surface for printing• it protects the product• easy to transport the product• easy to open the container and use the product• carries information about the product• promotes the brand image


Some negative aspects of Ceres are:

• When dumped in landfills, it's often dug under where the "good" bacteria can't survive in the oxygen depleted environment. It then breaks down under anaerobic conditions which creates methane, a greenhouse gas with over 62 times the GWP (Global Warming Potential) of carbon dioxide. Also, biodegradable waste can contain toxins. For example, human and animal waste, which is considered biodegradable, may contain traces of all sorts of toxins such as heavy metals and pesticides depending on the person/animal's diet.


Conclusion

• It can be concluded that packaging plays an important role both in promoting the product or service and for the environmental conditions also. So it is very important to choose the correct packaging.

L/O/G/O


Thank You!

Green marketing: case study Ceres

Documents

valley of ceres

functions of packaging

correct packaging

colas products

ceres positive aspects

negative aspects of

different products

environmental conditions