Lecture 7: Customer Solutions

Lecture „Sustainability Marketing – A Global Perspective“ supported by:

Prof. Dr. Frank-Martin BelzTechnische Universität MünchenTUM School of Management

Lecture 7: Customer Solutions

Episode 3: Case Study Sun Chips

[Sustainbility Marketing – A Global Perspective]Lecture 7: Customer Solutions • Episode 3 • Prof. Dr. Belz

Lecture 7: Overview

Sustainability MarketingTransformations

Sustainability MarketingStrategies

Sustainability MarketingMix

Consumer Behaviour

Socio-ecologicalProblems

Sustainability MarketingValues and Objectives

Source: Belz and Peattie 2012, p. 30

[Sustainbility Marketing – A Global Perspective]Lecture 7: Customer Solutions • Episode 3 • Prof. Dr. Belz

Lecture 7: Overview

Customer Solution

CustomerCost

Conve-nience

Commu-nications

[Sustainbility Marketing – A Global Perspective]Lecture 7: Customer Solutions • Episode 3 • Prof. Dr. Belz

Lecture 7: Overview

Episode 1: (Pre-) Purchase, Use, Post-Use

Episode 2: Sustainability Branding

Episode 3: Case Study Sun Chips

[Sustainbility Marketing – A Global Perspective]Lecture 7: Customer Solutions • Episode 3 • Prof. Dr. Belz

Learning Objectives

Learning Objective 1:Appreciate the traps of marketing sustainable productinnovations.

Learning Objective 2:Discuss the pros and cons of bioplastic packaging versus conventional packaging from an ecological perspective.

[Sustainbility Marketing – A Global Perspective]Lecture 7: Customer Solutions • Episode 3 • Prof. Dr. Belz

Structure of the Episode

• Company

• Chips

• Compostable Bag

• Consumer Responses

[Sustainbility Marketing – A Global Perspective]Lecture 7: Customer Solutions • Episode 3 • Prof. Dr. Belz

Company

Source: FritoLay

[Sustainbility Marketing – A Global Perspective]Lecture 7: Customer Solutions • Episode 3 • Prof. Dr. Belz

Company

Source: www.fritolay.com

[Sustainbility Marketing – A Global Perspective]Lecture 7: Customer Solutions • Episode 3 • Prof. Dr. Belz

Chips

Source: www.fritolay.com/our-snacks/full-list-of-brands.html

[Sustainbility Marketing – A Global Perspective]Lecture 7: Customer Solutions • Episode 3 • Prof. Dr. Belz

Chips

Source: www.fritolay.com/our-snacks/sunchips-original.html

[Sustainbility Marketing – A Global Perspective]Lecture 7: Customer Solutions • Episode 3 • Prof. Dr. Belz

Chips

Source: www.youtube.com/watch?v=l6BFxzPeQEg&feature=channel&list=UL

Health

[Sustainbility Marketing – A Global Perspective]Lecture 7: Customer Solutions • Episode 3 • Prof. Dr. Belz

Chips

Source: www.youtube.com/watch?v=lpqubz6FDYg

Solar Power

[Sustainbility Marketing – A Global Perspective]Lecture 7: Customer Solutions • Episode 3 • Prof. Dr. Belz

Chips

Source: www.youtube.com/watch?v=3C4E9XkGVOU

SunChips goes Solar

[Sustainbility Marketing – A Global Perspective]Lecture 7: Customer Solutions • Episode 3 • Prof. Dr. Belz

Chips

Source: www.youtube.com/watch?v=WvKwJHWigqQ&feature=related

SunChips goes Solar

[Sustainbility Marketing – A Global Perspective]Lecture 7: Customer Solutions • Episode 3 • Prof. Dr. Belz

Chips

Source: www.youtube.com/watch?v=OMD7YJ2UqsQ&feature=related

SunChips goes Solar

[Sustainbility Marketing – A Global Perspective]Lecture 7: Customer Solutions • Episode 3 • Prof. Dr. Belz

Compostable Bag

Source: www.youtube.com/watch?v=CHD2NPsSovo&feature=related

[Sustainbility Marketing – A Global Perspective]Lecture 7: Customer Solutions • Episode 3 • Prof. Dr. Belz

Compostable Bag

Source: http://www.youtube.com/watch?v=2Iy3vETwMYY&feature=related

[Sustainbility Marketing – A Global Perspective]Lecture 7: Customer Solutions • Episode 3 • Prof. Dr. Belz

Compostable Bag

Source: www.youtube.com/watch?v=FHZRJpeOe8w&feature=related

[Sustainbility Marketing – A Global Perspective]Lecture 7: Customer Solutions • Episode 3 • Prof. Dr. Belz

Consumer Responses

Source: www.youtube.com/watch?v=FQb7ULO_l7c&feature=related

Blogs

[Sustainbility Marketing – A Global Perspective]Lecture 7: Customer Solutions • Episode 3 • Prof. Dr. Belz

Consumer Responses

Source: http://www.youtube.com/watch?v=HRWelTDdHJM

You Tube

[Sustainbility Marketing – A Global Perspective]Lecture 7: Customer Solutions • Episode 3 • Prof. Dr. Belz

Discussion Questions

1. What would you do as the brand manager of Sun Chips against the background of the negative publicity and consumer responses? Identify different options and evaluate the consequences.

2. Is the new compostable, plant-based Sun Chips packaging better than traditional, petroleum-based chip packaging from an ecological perspective?Look for life cycle analyses (LCAs) and discuss the pros and cons of the two different kinds of chip packaging.

[Sustainbility Marketing – A Global Perspective]Lecture 7: Customer Solutions • Episode 3 • Prof. Dr. Belz

References

• Belz, F.-M., Peattie, K. (2012): Sustainability Marketing:A Global Perspective, 2. ed., Chichester, p. 193-194.

• www.fritolay.com

• www.sunchips.com

[Sustainbility Marketing – A Global Perspective]Lecture 7: Customer Solutions • Episode 3 • Prof. Dr. Belz

In Cooperation