Environmental Marketing Strategy Analysis

This assignment delves into the development of a comprehensive environmental marketing strategy. It requires students to identify a target market, establish appropriate pricing strategies, outline effective promotional campaigns, and propose a robust evaluation and control plan. The focus is on demonstrating how businesses can integrate sustainability principles into their marketing efforts to achieve both environmental and commercial goals.

Running head: MARKETING PLAN FOR SUSTAINABLE MARKET
MARKETING PLAN FOR SUSTAINABLE MARKET
Name of the student
Name of the university
Author note

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Executive summary
The report aims at understanding the marketing strategies that are undertaken by the company
that is offering sustainable resources by excluding the usage of the non-biodegradable paper
cups. The growth in the usage of the paper cups, where traces of plastic were found in a
research, is a growing environmental concern. Therefore, the company came up with non-
disposable coffee cups which can be reused. The marketing plan is being enumerated in the
report, which helps in the better understanding of the situation of the company and the market
they are into.

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Table of Contents
1 Introduction to the current situation........................................................................................3
2 Objectives................................................................................................................................3
3. Target market.........................................................................................................................5
4. Marketing strategies...............................................................................................................6
4.1 Positioning........................................................................................................................6
4.2 Product offering...............................................................................................................7
4.3 Pricing..............................................................................................................................7
4.4 Placement (distribution of the product)............................................................................8
4.5 Marketing communications..............................................................................................8
5. Marketing implementation.....................................................................................................9
6. Budget....................................................................................................................................9
7. Evaluation and control.........................................................................................................10
8. References............................................................................................................................11

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1 Introduction to the current situation
Environmental depletion due to the activities undertaken by the people is a major
threat to the world and the species at large. In order to make use of the sustainable resources
and reduce the rate of pollution and the disposition of the wastes in the open environment,
many steps are being enumerated.
The consistent development that is noted in Australia based on the caffeine propensity
or the people’s likeness to coffee is posing a serious contamination threat to the world due to
the usage of the disposable cups. Non-Disposable coffee cups are supposedly made of paper,
but according to the latest research it has been found that the cups contains traits of plastic
which does not decompose thereby polluting the soil leading to contamination (Crocker
2017). According to certain stats, the single-use coffee cups accounts for a large amount of
unnecessary wastes in the environment resulting to the pollution. The problem is due to the
usage of the polyethylene which helps in making the cups waterproof. Polyethylene being
non-biodegradable contaminates the soil and results to the issues of environmental
degradation.
The market for the disposable cups has grown in the recent years with respect to the
rise in demand of the consumers and with the growing awareness of the environmental
degradation, that is taking place invariably (Johnstone and Hooper 2016). Moreover, the
basic advantages that the KeepCup or the re-usable cups offer outnumber the non-
biodegradable cups (based on the report being provided in the Assignment 2).
2 Objectives
The objectives determine the growth and expansion of a product or service of an
organization. In order to understand the requirements of the consumers and adhere to the

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tastes and preferences the company must formulate and keep a track of the objectives that
help them in the end (Miles et al. 2016). The financial, marketing and the stakeholders
objective of the KeepCup is being discussed in the section that follows. It helps in the better
understanding of the situation business concern.
Financial objective
The transition from the usage of the non-biodegradable cups to the biodegradable
KeepCup determines the market availability of the company and the revenue that is created in
the process. The employment opportunities that the company created portray the growth of
the company with respect to the return on the investment and their market availability. The
very essence off the company’s success is their motto of a litter free environmental structure,
which is considered a noble cause for the transition (Armstrong et al. 2015). The simple idea
made the change for not only the company but also helps in maintaining the responsibility of
the company towards the environment. The involvement of the company in the social welfare
with the schemes of discounts and the processes undertaken by the company helped in the
growth of the organization. The company is now supplying its products to some thirty-three
countries, which denote the expansion and is directly proportional to the financial stability of
the organization.
Marketing objective
The sustainable approach of the organization plays an important role, as there are
competitors in the market with the same kind of product. Therefore, the concerned company
must formulate certain marketing strategies that would help them in sustaining their product
in the market (Armstrong et al. 2015). The company can undertake surveys and clearly
identify the changing requirements of the consumers and bring about the modifications
accordingly. The company can also formulate certain discount schemes that might attract

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their customers. Recently the company has declared some discount schemes on the coffee for
those carrying their product and it helped in attracting the consumers more effectively than its
competitors. The company must also monitor over the quality of the product. At times, in
order to increase the quantity of the product being manufactured the quality of the product is
compromised.
Stakeholder’s objective
The company has a concern for the stakeholder’s and therefore it formulated the
stakeholder’s objective in order to best serve the environmental needs. The company is
focused on diminishing the rate of waste from the environment thus providing a cleaner
environment by the production of the take-away cups (Dragon 2017). It simply took away the
cause of the usage of the non-biodegradable paper cups that diminishes the rate of litter from
the environment.
3. Target market
The products manufactured by the company are targeted to the universities in the
nation. The students and those in the learning profession is the major source of the company’s
revenue as the product is essentially targeted to the same. There are other exceptions too,
where the local people and the commoners can also opt for the product that is manufactured
by the company.
The market that the company has targeted is because of the fact that the students and
the present generation are aware of the requirements of the transition, which is actually a
necessity in order to make the environmental changes (Armstrong et al. 2015). Moreover, the
student’s community is the largest user of the coffee cups from the cafeteria adjoining their
campus. Therefore, by targeting the students the company hopes in achieving their common

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goal of promoting their product. The other consumers that the company target are mainly the
common people and therefore the company has formulated an affordable price for their
product through which every consumer can buy the product.
4. Marketing strategies
Every company formulates a marketing strategy in order to make a difference in the
market and to undermine the effects of the comp[editors in the market. The concerned
company y for this report has certain marketing strategies that help the organization in the
sustainability process of the company in the end. The marketing strategies are being
discussed in the section that follows, which helps in the better understanding of the market
situation of the company and its products.
4.1 Positioning
Positioning of the product is an important step in the marketing process as it helps in
the market availability based on the requirements and the demands of the target consumers.
Moreover, it helps the company in determining the competencies that the product is going to
face in the market and the turnover depending on the market availability of the product. The
channels of communication that is chosen by the company to make the consumers aware of
the existence of their product in the market is also an important phenomenon that gets
included in the process of product positioning (Martin and Woodside 2017).
The concerned company for this report have taken several surveys of the market in
order to determine the core competencies that the product might face. It helped them in
determining the objectives of the firm and in formulating the long-term objectives. Moreover,
the advertising and distribution channels that they chose helped them in connecting with the
target consumers, which helped them in positioning their product effectively in the market
scenario.

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4.2 Product offering
A product offering is the integral part of the marketing strategy undertaken by every
company in order to make the product more evident in a competitive market. It may be a
special offer that the company formulates in order to attract more customers or the services
and the assistance that the consumer expects from the company. The concerned company for
this report enjoys the confidence of the consumers and the target market at large and thereby
successfully retains the brand loyalty (Copulsky, Richardson and Simone 2017). Moreover,
the commodity manufactured by the company being a consumer good gets easily churned in
the market- though it might face a stiff competition in the later years of its growth, but the
brand loyalty helps in overcoming the obstacles of the competitive market. The Sustainable
Competitive Advantage (CSA) of the company is strong enough to outnumber the
interventions of the competitors due to the attractive offers that the company provides with
and the brand loyalty it enjoys.
4.3 Pricing
The pricing strategy undertaken by the company in order to promote their product is
formulated with the view of reaching out the product to the consumers. The company
undertakes the penetration pricing strategy in which initially the company sets the price of a
commodity lower than the competitors do in order to gain more consumers for the brand.
Eventually as the consumers switch to the particular brand and the brand loyalty is
established, the company marks the commodity with a comparatively higher price (Camman
et al. 2017). The company while introducing a new commodity ion the market undertakes this
kind of strategy.
The company in its initial stages marked the commodity with a relatively lower price
and provided the consumers with attractive offers that help in the retention rate of the target
consumers. The increase in demand of the commodity and the diminishing cost of

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production, that goes hand in hand, provides the company with its return on the investment
they have undertaken in the initial stages.
4.4 Placement (distribution of the product)
Distribution of the product that has been manufactured by the organization is an
important aspect of marketing where the concerned company undertakes the distribution of
the goods and services and monitors the proper market availability of the product. Market
availability is an important criterion that helps in maintaining the brand loyalty and is
therefore helpful in sustaining the product life cycle (Hansson and Mattsson 2017).
Inconsistency or irregular flow of the product in the market might result to a loss of the brand
loyalty, which is again an important factor that makes the competitors gain over the product.
The channel through which the distribution is taken place is also an important factor affecting
the availability of the product in the market. The relevancy of the channels and the cost
effectiveness is determined by the correct choice of the channels.
4.5 Marketing communications
In order to excel in the marketing strategy a company must make use of the integrated
marketing communications (IMC), which links the activities posthumously and sets an
objective to fulfil the requirements of the company in regards to the strategy that the
company undertakes (Kitchen and Burgmann 2015). The integration process helps in linking
the consumers with the company through the various channels thereby helping the company
in understanding the changing needs and requirements of the consumers and designing the
product in accordance to the requirements.
The feedback given by the consumers is an important aspect that helps in the gradual
development of the product and makes way for the improvements in the production and
supply of the commodity (Kanagal 2016). The concerned company undertakes the IMC in

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order to make the consumers aware of the importance of the usage of the cups that they are
manufacturing and the environmental impacts that result to the degradation by the usage of
the non- biodegradable cups. The effective communication that the company undertakes
persuades the clients worldwide of the importance of the usage of the cups and the transition
from the use and throws cups.
5. Marketing implementation
The last step of the strategy planning is the implementation of the strategy in the
present market, which invariably denotes the effectiveness of the marketing plan. The growth
of the company depends on the effectiveness of the marketing strategy and its successful
implementation.
The implementation of the strategy will be based on the activities on the activity and
the type of the marketing that the company is undertaking. The marketing strategy is being
implemented in the company since the inception of the business based on the requirements of
the organization and the question of the profitability of the business idea (Camman et al.
2017). To be truthful to the business theory, a business survives on the return of investments,
however the company is based on the objective of providing service but also with an aim of
earning profit which helps in the sustenance of the organization.
6. Budget
KeepCup (in Australian Dollars)
Budget Amount Actual Amount Difference
Revenue 26000 24000 2000
Cost of Production 10000 12000 2000
Cost of Distribution 7000 4000 3000

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Marketing Costs 5000 4500 500
Profit 4000 3500 500
7. Evaluation and control
The importance of the marketing plan is based on the situation of the organization and
the common goal that is required to be achieved. The proper monitoring of the important
steps in the marketing of the product is an important aspect. The company is therefore
required to formulate a plan for the proper monitoring of the implemented marketing
strategies (Wheelen and Hunger 2017). The concerned company for this report judges the
financial and the marketing implementations and considers the stakeholders point of view in
order to understand the situation of the company.
Evaluating the steps and the further modifications that are required in order to make
the organization retain its brand name is an important task that must be undertaken by the
administrative team. Therefore, the processes that are enumerated must be considered an d
revised and the objectives of the company that are based on the environmental friendly norms
must be adopted in order to undermine the effects of the competitors in the market.

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8. References
Dragon, N., 2017. Green healthcare: Our environmental
warriors. Australian Nursing and Midwifery Journal, 25(1), p.18.
Crocker, R., 2017. Somebody Else’s Problem: Consumerism,
Sustainability and Design. Routledge.
Johnstone, M.L. and Hooper, S., 2016. Social influence and green
consumption behaviour: a need for greater government
involvement. Journal of Marketing Management, 32(9-10), pp.827-
855.
Miles, M.P., Lewis, G.K., Hall-Phillips, A., Morrish, S.C., Gilmore, A.
and Kasouf, C.J., 2016. The influence of entrepreneurial marketing
processes and entrepreneurial self-efficacy on community
vulnerability, risk, and resilience. Journal of Strategic
Marketing, 24(1), pp.34-46.
Copulsky, J., Richardson, S. and Simone, M., 2017. Marketing
technologies, customer data and analytics: Enabling responsive
customer journeys and scalable marketing processes. Applied
Marketing Analytics, 3(2), pp.102-111.
Martin, D. and Woodside, A., 2017. Learning consumer behavior
using marketing anthropology methods.
Armstrong, G., Kotler, P., Harker, M. and Brennan, R.,

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2015. Marketing: an introduction. Pearson Education.
Kitchen, P.J. and Burgmann, I., 2015. Integrated marketing
communication: Making it work at a strategic level. Journal of
Business Strategy, 36(4), pp.34-39.
Kanagal, N.B., 2016. Issues in Marketing Strategy
Implementation. International Business Research, 9(11), p.16.
Hansson, I. and Mattsson, L., 2017. Product placement: A study of
audience perception on brand recognition and congruence.
Wheelen, T.L. and Hunger, J.D., 2017. Strategic management and
business policy. pearson.
Camman, C., Fiore, C., Livolsi, L. and Querro, P., 2017. Managing
Performance: Objectives and Managers' Needs. Supply Chain
Management and Business Performance: The VASC Model, pp.1-97.