Green Marketing for Coffee: Sustainability Issues, Societal Influences, and Brand Analysis

This article discusses sustainability issues, societal influences, and brand analysis in green marketing for coffee. It covers the impact of coffee on the economy and environment, and analyzes Nescafe, Tata Coffee, Bru, and Starbucks. The article also emphasizes the importance of stakeholder analysis and setting rules and goals for sustainable development.

Running Head: GREEN MARKETING 0
Green Marketing
Product: - Coffee

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Sustainability issue overview
Sustainable issues and their effect on the society
Key sustainability issues: -
The wideness of the sustainable development program, collective with the difficulty in
calculating things like the latent fulfillment of future requirements or the future influence of
current actions, implies an important challenge for measurement. Sustainable issues focus on
the combined framework of active organizations (Hilty, Lohmann & Huang, 2011). To
develop this agenda it includes the economic, social and internal and external environmental
areas which are important for civil society in rules making and their implementation,
relationship between national government and international companies and then a strong
political promise to a long-term perception. In economic growth innovation and technology
plays an important role. Developing novelty and knowledge contribute to sustainability
require assuming the change in innovation leg growth and participating sustainability into the
economic and research systems (Tang, & Zhou, 2012).
 Weather change
 Energy
 Food making
 Water shortage
 Biodiversity
 Fluctuating demographics
 Environment instability
 Disparity and comprehensive equity

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These are the sustainable issues which create a problem in the environment (Hilty,
Lohmann & Huang, 2011). The strong economic development practiced has been
escorted by gains in material well-being in all parts of the world. Government sustainable
growth faces a lot of challenge of discrimination. The best way to balance the tasks and
occasions of evolution and to solve economic growth issues from environmental
pressures (Hilty, Lohmann & Huang, 2011).
Effects on the society: -
Just like population growth Natural resources are disturbed. Developed countries with
the comparatively high amount of the essential natural resources have low or even
negative population growth. The developing countries with high productiveness rate and a
population that deeply depends on the resources found in the lack of a sufficient amount
of the key resources (Tang, & Zhou, 2012). The nations with the highest pressure on
natural resources have the greatest level of poverty which positions the main problem in
the transition to sustainability. The developed countries currently do not have issues with
the lack of resources but it is only a matter of time when reduction of resources will
become a problem in the world. Many environmentalists’ impulse the government and
population to a sustainable lifestyle that decreases an individual carbon footprint affect
the environment as well as the pressure on natural resources (Tang, & Zhou, 2012).
Societal influences impacting the sustainability problem
PESTLE Analysis of Coffee
Political or Legal: - Standards relating to coffee methods are becoming more essential in the
industry. Socially, ecologically and cautiously there is an increasing force for business to
trade (Zalengera, et al., 2014). The coffee industry is reflected by a high demand and

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increasing market value for maintainable coffees like specialized coffee which give assurance
to fair price producers. Starbucks customers now have an option to purchase fair trade coffee
(Nga, & Shamuganathan, 2010).
Economical: - The impact of coffee on the economy is much stronger. The higher difficulty
of coffee manufacture and trade recognized essential sectorial connections within the
economy (Hamari, Sjöklint & Ukkonen, 2016). The economic presentations and growth
prospects of many developing countries are majorly dependent on commodity issues. The
economy of coffee went through decades of growth but also issues and growing trends
towards overproduction (Hamari, Sjöklint & Ukkonen, 2016).
Social: - The market for coffee need to change in consumer attitudes or else it may be
exposed by health and lifestyle problems. Coffee is becoming less choice for consumers
mostly young people because they are becoming more health conscious (Zalengera, et al.,
2014). Competitors for the coffee industry are the increasing number of alternatives which
are available like health and energy drinks. The industry of coffee is responded to this change
in attitude by the provision of soy milk, and alternative drinks like as fresh fruit juices, herbal
teas, etc.
Technological: - Due to a wide variety of coffees which are available in coffee shops
consumers prefer less to buy coffees and teas from supermarkets (Nga, & Shamuganathan,
2010). Hi-tech tools and topmost ingredients are now easily accessible and are used to make a
variety of cold and hot deserts that are sold in coffee shops. Consumers are having more
information about the ranges of specialized fresh coffees that are available, and their tastes
are changing to accompany them (Nga, & Shamuganathan, 2010).
Environmental: - The environmental influence is nearly always positive and it is necessary
that coffee manufacture and its making should be taken into account for environmental needs

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to make sure best physical sustainability (Hamari, Sjöklint & Ukkonen, 2016). Moreover, it is
important that the economic surrounding should be like as to motivate stability and
reasonable living standards for the populations complicated with coffee and to make sure that
adequate care should be given to make sure the preservation of the quality (Hamari, Sjöklint
& Ukkonen, 2016).
Brand champion analysis
Nescafe Tata Coffee

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Marketing Strategy Nescafe is mainly aimed to
satisfy the needs of
customers. They make sure
that each and every kind of
coffee fan finds satisfaction
after testing the coffee
(Hassan, & Craft, 2012). The
quality of the coffee decides
the price of the product by
the organization. Nescafe
know the demand for the
coffee and because of that,
they make sure that they
target the areas where they
expect their consumers to be
(Hassan, & Craft, 2012).
They make the product
promotion through radio,
newspapers, TV, social
media, etc.
Tata Coffee is one of the
largest groups. Tata Group
marketing mix is expanded
across the world and its
business and presence in
many industries. All
functions are independently
taken my own set or board of
directors (Aaker, &
McLoughlin, 2010). Tata
coffee is present in many
countries and more than six
continents. The brand has
grown to a great success
scale globally. We can order
Tata Coffee through a digital
platform. Tata coffee does
not promote itself directly.
Tata coffee strategy to grow
by acquisition and mergers
around the world and to grow
its geographical boundaries
(Aaker, & McLoughlin,
2010).
Positioning Strategy Product differentiation and Tata Coffee positioning

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image differentiation is used
by Nescafe with the purpose
to increase the competitive
advantage to build a position
by giving major value
compare to competitors
(Harun, Teo, Hussin, &
Nasir, 2014). Nescafe has the
largest market share in the
immediate coffee market
with the specifications of its
products. Nescafe is selling
its goods at the equal prices
with market regular like its
competitors but at the same
time provide its consumers a
high level of satisfaction with
respect to coffee quality
(Harun, Teo, Hussin, &
Nasir, 2014).
strategy mantra is now to
lower its dependence on the
commodities market and
move on to the branded
coffee retail market (Singal,
& Kumar Jain, 2014). The
major strategy of Tata Coffee
is to get away the commodity
business and convert itself
into a Fast Moving
Consumer Goods (FMCG0
Company. Tata Coffee is
also searching for the
possibilities of tying up with
European countries.
Therefore the coffee is
having a positive impact on
the coffee drinking habits
within the country Kumar
(Singal, & Kumar Jain,
2014).
Justification Australians use an estimated
one billion disposable coffee
cups yearly, but these cups
are not recycled (Nulkar,
The largest integrated coffee
company in the world (Grant,
2016). Tata Coffee puts a
strong importance on

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2016). So many numbers of
social entrepreneurs are
getting creative to raise
awareness and motivate
coffee lovers to decrease the
impact they have on their
planet (Nulkar, 2016).
sustainability in the
production and
manufacturing aspect of the
business. The sustainable
issues of coffee aim to make
coffee the first globally
sustainable agricultural
product (Grant, 2016).
Brand offender analysis
Bru Starbucks
Marketing Strategy This coffee is the leading
coffee brand and provides
many varieties of
international and Indian
coffee products. The
company undergoes
countless coffee trials with
samples so that the best bean
is selected (Davcik, &
Sharma, 2015). In Indian
markets, the presence of Bru
coffee is one of the major
sought- out products. The
requirement for ground and
Starbucks is a leading coffee
brand across the world (Tu,
Wang, & Chang, 2012).
Starbucks gives an invincible
and unmatchable skill for the
numerous products it offers.
Starbucks has specified a
premium price coffee seller.
The price is decided
according to its technology
and number of varieties it
provides along with the best
customer experience (Tu,
Wang, & Chang, 2012). To

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roasted coffee is on the rise
and this has converted into
the brand to spread its
network in the global market.
Bru coffee has maintained a
reasonable pricing policy for
its goods that has resulted in
keeping its prices low and
less expensive. Through high
standards in the promotion,
Bru Coffee has maintained
itself as a popular brand
(Davcik, & Sharma, 2015).
keep competition Starbucks
started with a low-cost range.
Starbucks is now having
outlets in more than 70
countries in Africa, Oceania,
Asia and Europe. The coffee
brand emphasis on brand
promotion in its marketing
mix through channels like
TV, online, etc.
Positioning Strategy Bru Coffee has positioned
itself as a dessert that
includes a sense of warmth,
love, good sprites, and
happiness. Bru’s idea
“Living- up every moment
by stimulating conservations.
Bru’s famous promotion
advertisement is focused on
healthy relationships (Ding,
& Zhang, 2012). Therefore
the sentiments involved to
Starbucks provides STP
marketing decisions
(Segmentation, Targeting and
Positioning) that are focussed
at recognizing a suitable
(Talpau, & Boscor, 2011)
group of people among the
general public as future
customers for the business
and targeting people through
positioning products or goods
and services that combine

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capture the minds of
customers are Contentment,
Care, and Love, Invigorated
mood and provides a sensual
inspiration (Ding, & Zhang,
2012).
well with the demand and
requirement (Talpau, &
Boscor, 2011).
Justification Bru Coffee is India’s first
branded filter coffee (Pineda,
2015). The coffee becomes
the market leader in Southern
India. Bru is launched with
the new logo and modified
packing and Deluxe Green
Label becomes BRU Green
Label. The coffee has a
variety of delicious ranges
(Pineda, 2015).
Starbucks is the topmost
brands through which various
activities and initiatives
(Rothaermel, 2015).
Starbucks has made the best
use of technology for
advertisements. Starbucks
provides loyalty cards to
their customers who are
modified from time to time
and it attracts the customers
(Rothaermel, 2015).
Summary
1. Perform a stakeholder analysis: - A stakeholder analysis is essential to identify all
the parties that are indirectly or directly influenced by the coffee brand. This sets outs
the issues, anxieties and information requirement of the investors with relation to the
company’s sustainable development activities (Talpau, & Boscor, 2011). The coffee
company presence is directly linked to the global surrounding as well as to the public

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on which it is based. Organization strategy is mainly focused towards earning the
maximum return for investors and shareholders. Now, companies in developed
countries function in a complex and controlled environment. Many rules and
regulations govern these activities and train their directors responsible. Sustainable
development extends the investors group even further, by combining future
generations and natural resources (Talpau, & Boscor, 2011).
2. Set rules and goals for sustainable development: - Top management is accountable
for expressing sustainable development rules for its company, and for founding
specific objectives. It focuses on maintaining or improving the world’s capital
donation and highlight limit to society ability to substitute for natural capital.
Organization management should incorporate with investors’ expectations into a
broad rules statement that decides out the company’s objective with respect to
sustainable development (Talpau, & Boscor, 2011).

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