Sustainable Marketing Management: Barry Callebaut

Running Head: SUSTAINABLE MARKETING 1
Sustainable Marketing Management:
Barry Callebaut

SUSTAINABLE MARKETING 2
Table of Contents
Introduction.................................................................................................................................................3
Company Description..................................................................................................................................3
Marketing Mix of Barry Callebaut................................................................................................................4
Product strategy......................................................................................................................................4
Price Strategy..........................................................................................................................................4
Distribution Strategy...............................................................................................................................4
Promotion Strategy.................................................................................................................................5
SWOT Analysis.............................................................................................................................................5
Sustainable Marketing Principles...............................................................................................................10
Societal Marketing.................................................................................................................................10
Innovative Marketing............................................................................................................................10
Other Principles.........................................................................................................................................11
Conclusion.................................................................................................................................................11
References.................................................................................................................................................13

SUSTAINABLE MARKETING 3
Introduction
Time has experienced different phases of marketing strategy and tactics. Out of which
sustainability is the major factor that has developed marketing strategy over the time. Now, the
sustainability in marketing process and strategy has become the major focus of attention for most
of the firms. Adopting sustainability marketing strategies provides the organization a way to
respond to requests for the products and services which preserve the limited resources of world.
Marketing with sustainability assists in strengthening the brand, building trust and encouraging
loyalty among customers.
The below-report includes the marketing analysis of Barry Callebaut Company that is a leading
manufacturer of high quality chocolates and other cocoa products. This report analyzes the
marketing mix of Barry Callebaut Group to attain the sustainability and enhance brand image
over its competitors. The marketing mix of the firm is explained by incorporating different
strategies like product, pricing, distribution and promotion strategy. Moreover, it explains the
SWOT analysis of Barry Callebaut against its competing brands i.e. Hershey’s, Cargill,
Mondelez etc. This organization is using some specific sustainability principles to become more
sustainable in the chocolate industry. It can enhance its operations by implementing other
sustainability principles.
Company Description
Barry Callebaut is one of the largest cocoa grinders and manufacturers with average yearly
production of 1.7 million tonnes of cocoa. The organization was established in the year 1996 via
merger of Belgian company Callebaut and French company Cacao Barry. Currently, it is based
in Zurich, Switzerland and operates its business in more than 30 nations. This organization was
created by Klaus Johann Jacobs. Its major customers include national and multinational customer
goods manufacturers and users of chocolates like pastry chefs, bakeries, chocolatiers and
caterers. It has a global network with different production sites in Africa, Europe, South and
North America and Asia Pacific (Barry Callebaut, 2018). Barry Callebaut is committed to
manufacture sustainable chocolate to assist the future supplies of cocoa and enhance livelihoods
of farmers.

SUSTAINABLE MARKETING 4
Marketing Mix of Barry Callebaut
Marketing includes various marketing strategies which are implemented by an organization to
attract customers towards its products. With the passage of time, there is a requirement to
consider the sustainability to develop strategy that means that it has to implement sustainability
in marketing mix (Leonidou, Katsikeas, and Morgan, 2012). Marketing mix of Barry Callebut is
given below:
Product strategy
Barry Callebaut is offering various chocolates and other cocoa products under different brands
like Carma, Callebut, Van Leer, Luijckx, Chocolate Masters, Houten, Siaco, Le Royal etc. It has
positioned itself as high quality cocoa and chocolate provider to its targeted audiences
(Obermiller, Burke and Atwood, 2008). The major products of this firm include chocolates,
fillings, compounds, nuts, decorations and inclusions for desserts, ice-creams and
confectionaries. Considering the sustainability, the company is offering solution to its customers
related to taste and quality. It is focused on packaging of chocolates to practice sustainable
marketing. It has substituted its papers with the eco-friendly packaging which is bio-degradable
ingredients (Afoakwa, 2008). To process environmental sustainability, it is decreasing the
wastage of landfills and packaging. They are becoming greener and offering safety measures to
staff.
Price Strategy
Barry Callebaut is one of the premium chocolate brands that offer various products and services.
The prices of company’s products are changing with the fluctuations in the costs of raw materials
like sugar, milk and cocoa. It targets higher and middle income people for its chocolates and
prices vary from 12$ to 65$ as per their sizes and types (Hultman, Katsikeas, and Robson,
2011). To become more sustainable, this organization will introduce candies and other products
for lower prices. In the near future, firm is planning to provide a combination of excellent quality
chocolates at affordable prices. By this, the company will be able to establish a sustainable image
among targeted population.
Distribution Strategy
Distribution strategy assists Barry Callebaut Organization to approach a large customer base
through extensive distribution network. The customers are able to purchase the chocolates and