Marketing Mix and Sustainability of CSL Ltd: A Comprehensive Report

This report provides an in-depth analysis of CSL Ltd.'s marketing mix and its integration of sustainability practices. It begins with an executive summary, followed by an introduction to the company and its marketing background within the Australian biotechnology industry. The report delves into the concept of sustainability in business, highlighting its importance and benefits, particularly within the context of the bio-thermal industry. It examines CSL Ltd.'s positioning, target market, and supplier relationships. The core of the report focuses on the marketing mix elements – product, price, place, and promotion – and how sustainability is applied to each. Comparisons are drawn between CSL Ltd. and other biotechnology firms, followed by recommendations for future strategies and a concluding summary. Appendices include SWOT analysis and positioning details.

Running head: MARKETING MIX AND SUSTAINABILITY
MARKETING MIX AND SUSTAINABILITY
Name of the Student
Name of the University
Author Note

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Executive Summary
This report throws light on the marketing mix of the CSL Ltd. in Australia. Sustainability is the
key to success in the business environment today and its incorporation in the market mix has
been discussed in this assignment. CSL Ltd. Is one of the leading biotechnology companies in
Australia and the marketing mix has been discussed with connection to the concept of
sustainability. Comparisons with other biotech firms in Australia and around the globe have also
been made. Recommendations that may be adopted by the company for future have also been
stated followed by the conclusion. The appendix at the end provides the SWOT Analysis and the
Positioning of the biotech firm in Australia.

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Table of Contents
Introduction......................................................................................................................................3
Discussion........................................................................................................................................3
About the company......................................................................................................................3
Marketing Background of CSL Ltd.............................................................................................3
Sustainability practices in business.............................................................................................4
Positioning...................................................................................................................................5
Target Market..............................................................................................................................5
Suppliers......................................................................................................................................5
Marketing Mix and Sustainability...............................................................................................6
The marketing mix of CSL Ltd...................................................................................................6
Comparison between various other bio-technological firms.....................................................10
Recommendations..........................................................................................................................12
Conclusion.....................................................................................................................................12
References......................................................................................................................................14
Appendices....................................................................................................................................16

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Introduction
Sustainability is the mantra in any business environment today. It is the moral duty of all
the organizations, to make sure that it incorporates sustainability in its activities so that it can
serve the society better. The given report throws light on the bio thermal company based in
Australia named CSL Ltd. (Hollensen 2015). The various marketing mix of the companies have
been discussed along with their sustainability aspects. The following section discusses the
various marketing mix activities of different organizations in the same industry.
Discussion
About the company
The CSL Limited is a biotechnology company who is a global leader. The company
researches upon, develops and markets products, which intend to treat and prevent serious
human medical conditions. The products of the company include blood plasma derivatives,
vaccines, anti-venom applications, cell culture reagents that are utilized in various genetic and
manufacturing research and applications (Csl 2018).
Marketing Background of CSL Ltd
The bio-thermal industry in Australia is dominated by various companies like CSL
Limited and Hot Rocky energy. Globally CSL has a market share of 33%. There are several
other bio thermal companies present in Australia like the Petratherm, AGEA, Bio-thermal
Australia Limited and others. (Baker 2014). The company engages in various activities for its
marketing which range from social media marketing to website marketing.

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Figure 1: The market share of CSL Ltd. (Source: Roy Morgan Research 2017)
The particular industry in Australia is one of the most competitive industries prevailing in
the country. Petratherm Energy present in Australia is one of the growing companies in the
present industry. With the growth of population, these industries are becoming increasingly
popular.
Sustainability practices in business
Sustainability refers to utilizing the scarce resources, which are available in such a
manner that the future generation can also derive benefits out of the given resources and are not
faced by any scarcity (Perreault Jr, Cannon and McCarthy 2013).
Sustainable Business Practices are considered good ethical practices because they help in
conservation of various resources. Sustainable business can do well by creating and attracting
new firms towards them and also play their role in the conservation of the environment and
thereby raise their goodwill. When a business becomes sustainable, it can gain advantage in the
following manner:
 It can become eco-efficient and therefore spend less money on transport and energy
 It helps the organization to become more productive.

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 Increases goodwill and loyalty from stakeholders and customers (Sheth and Sisodia
2015).
 Will help the company in generating new markets and help the company to gain
comparative advantage in the market.
The future of the bio-thermal industry, in order to make its future needs to maintain
sustainability in its business in order to make sure that the balance between economic growth and
the social needs of the natural environment is maintained. The industry makes use of finite
resources, and their operations of their business tend to leave a lasting footprint. Various
sustainability issues tend to have an impact on the various operations of the company and
therefore they need to consider the sustainability of every action before they indulge in any
related activity.
Positioning
CSL Ltd. keeps refreshing its position in the eyes of the customers to gain popularity and
attract their attention. Presently it has positioned itself as a extremely resourceful company,
which aims to cure the variety of diseases and perform its duty towards the environment
(Armstrong et al. 2015). The main aim of the company is to see to it that people get high quality
services and can be cured easily alongside not providing any harm to the natural environment.
Target Market
The primary target market of the biotechnological brand is the customers who are
suffering from a variety of life-taking diseases. The company has various resources and
availability of technology, which will enable the company to be a market leader in the given
segment. The company wants to remove the trace of life-taking diseases and provide a better
environment from the people.
Suppliers

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The CSL. Ltd has an active supplier and management. The selection of the suppliers is
driven by quality, regulations and reliability. Supplier selection is also influenced by the
economics through which the business tries to improve its operational efficiency. This in turn
helps the business to optimize their supply chain, which then results to saving therapies to the
different patients and meeting the requirements of the shareholders. The company has a policy
to encourage competition in its business. Various procedures like ongoing dialogue, formal
performance reviews and various quality audits are taken in order to identify key and critical
suppliers for its business. The new suppliers are required to demonstrate their ability in front of
the similar code of conducts.
Marketing Mix and Sustainability
McCarthy had first come out with the concept of the marketing mix. Marketing Mix can
be referred to as the combination of various components of the business, which may help the
company establish itself in the market (Bresler and Lubbe 2014). These given components of the
marketing mix are the;
 Product
 Place
 Price
 Promotion
As discussed earlier, that there should be sustainability activities in an organization. As
marketers the firms need to realize that there exists considerable influence of sustainability on
the organization as a whole so that sustainability can reflect in their core thinking and help the
organization to establish their wisdom and offering in the field.
The marketing mix of CSL Ltd.
Product

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CSL Ltd tends to offer various products related to health and other factors. It offers
products like Immunoglobulin, Specialty Products, Breakthrough Medicines, Vaccines and IP,
Hemophilia and other Transplant goods (Keller and Kotler 2016). The unique point of the CSL
Limited is that it puts in a lot of effort behind the product and each product has years of effort
behind it. The main motive as stated earlier, is the welfare of the people. The given products are
extremely popular even outside the country.
Apart from offerings made on their positioning which are life saving vaccines and
equipments, the pharmacy and biotechnological company also provides the consumers with a
wide variety of side products for diseases like Bleeding disorders, Immunology, Pulmonary and
vaccines like MMR and Hepatitis B (Kotler et al. 2014).
The product quality being offered is of the highest level possible because CSL Ltd
understands that if it maintains the optimum quality of its products, only then will it be able to
attract a larger crowd.
The supply chain management adopted by the biotechnology company is very
systematized. The company as stated earlier only chooses high-end suppliers who agree to the
code of conducts as stated by the company. This helps the company to maintain the quality
throughout the flow of goods from source to the end.
Incorporation of Sustainability
Sustainable thinking will be able to bring about lot of value to the proposition present in the
organization.
The following areas might be considered:
 Hygiene factors- The company needs to make sure that it does not indulge in any
unethical practices. Very often, certain organizations tend not to maintain the hygiene
factors and concentrate only on the quantity. However, this should not be the way.
Hygiene factors must be maintained at all costs in order to maintain the sustainable
policy.

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 Differentiating factors- CSL Ltd uses sustainable vision in their core offering. This
offering will help them to create a separate brand image for them, which can then be
utilized as a unique selling point (Dekker et al. 2013).
Price
CSL Ltd. tends to maintain extremely high pricing strategy. The company makes sure
that it prices its product similar or slightly higher than its competitors do. This is because of its
offering. As the brand offers premium products in health care and medicines, the prices are kept
competitive in the market. Years of research and development are behind one vaccine or even
one product and therefore the company sells its product at a price it discloses only to the buyer.
(Jooste and Strydom 2014).
Sustainability application in pricing
This particular factor is relative. The company may make an offering, which is based on
sound sustainability, or it may not. The following factors can be kept in mind.
 The segment- Some group of consumers is more inclined in their offering and tends to
consider sustainability factors in their purchasing decisions. Other consumers do not
consider this factor while differentiation and they consider cost factors.
 The proposition- It can be understood that certain sustainability issues tend to engage
customers whereas some do not (Meffert 2013). For examples, parents will likely prefer
organic food for their customers and may be willing to pay high prices for it.
Place
CSL Ltd. Is headquartering in Melbourne, Australia. It has various branches and is
involved in other business activities. Through one office, it has expanded its operations in many
parts of the world and the company is extremely popular (Foxall 2014). The company has a wide
distribution network, which has various opportunities, and the company is able to spread out its
operations to various parts of the globe. The buyers tend to contact the firm on tender basis and

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this tends to improve the operations of the firm as it then produces the required quantity for the
welfare of the firm.
Sustainability application
In order to apply sustainability in their operations, CSL Ltd makes sure that its operations
do not cause any harm to the society. Its logistics activities should be environmental friendly. It
needs to target the deep green segments, which generally adhere to individuals with influence.
The main aspect is that it has involved sustainability in its actions, which has brought about
global appreciation for the company.
Promotion
CSL Ltd. has always given utmost importance to quality and promotion. It promotes its
products through tenders and various medical magazines. It has a website, which tends to give
about huge information about the company offerings and how it intends to make sure that they
indulge in the best practices (Lii, Wu and Ding 2013). The company has always been easily
available and accessible which has enabled them to gain large number of loyal customers. They
give away gift cards and carry out social media advertising as well. The company is extremely
popular among the leading health care centers and this is reflected in its high share price. As
stated previously, the company uses a combined effort of various newspapers, magazine and
other Medias of advertising in order to complete its promotional activities.
Application of Sustainability
In order to incorporate economic and environmental balance into the system, the
company aims to indulge in activities, which will, upheld the environmental balance and help the
company to perform well in the domain of business.
The activities of the organization must not harm the ecosystem. In order to maintain the
balance, the firm must make sure that it does not harm any sentiments if any group of people
(Shamma and Hassan 2013). It must not portray any such activity in the marketing plan, which
may show that the organization does not harm the ecosystem.

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Comparison between various other bio-technological firms
The competitors of the supermarket company are Baxter and Grifols.
Marketing mix of Baxter
Product:
The products offered by Baxter are same as CSL Ltd and include various vaccines;
Immunoglobulin has and transplant requirements (Baxter.com. 2018). They have a unique
advantage in the sense that their offering is extremely similar to that of the CSL Ltd and thus
faces a huge amount of competition from the given company.
Price
Baxter prices its good similar to the CSL and often engages in price wars with CSL Ltd.
Its prices are not disclosed openly in the market and just like CSL Ltd. It is only shown to the
consumers. The company spends a large amount of money on research and development and
hence, these kinds of products are generally priced quite high among the various health markets
(Bajdor and Brzeziński 2013). According to the annual report, the health care centers can save a
huge amount of money if they are in business relationship with Baxter.
Place
Headquarter in the United States; Baxter has its reach throughout the globe. It has also
been stated as one of the Fortune 500 American Health care company. They have always adopted
new technology and made sure that its operations reach out to the poor countries as well (Zeriti
et al. 2014). The technologically advanced equipments have been successful at removing various
diseases and making people healthy.
Promotion
It has an online website and provides a monthly advertisement in various business as well
as healthy magazines. They conduct various interactive campaigns.
Marketing mix of Grifols
The second competitor of the company is Grifols.

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Product
It has a market share of 25%; the Grifols company is a leading company in the field of
bioscience and technology. An in-house of young talent, the company has been able to provide
good quality products and equipments round the globe (Grifols.com. 2018). It has more than 75
years of experience in the field. It has a optimum supply chain system, which is the reason for its
successful operation. It is involved in similar products just like its competitors and is the leading
plasma donation centers. It provides advanced patient care with top diagnostic services (Brindley
and Oxborrow 2014). The supermarket stocks fresh fruits, vegetables, health and beauty
products, stationery, clothes as well as household and soft goods. It keeps the same time of food
products but the company keeps on changing its non-food items.
Price:
The price of these products is not easy to estimate as these products tend to be priced
specially and generally priced high due to its hardware, which is put behind the research and
development of the firm.
Place:
The group is widely spread throughout the globe. It is headquarter in Barcelona in Spain
and has various research centers in the United States as well. However, various companies
involved in health care tend to contact it. The group maintains a regional appearance and has an
online presence.
Promotion:
The healthcare firm advertises in a similar manner as its competitors through journals,
magazines and website advertising.
4P/ Bio-tech firms CSL Ltd Baxter Grifols
Product Immunoglobulin’s, Similar products Similar products

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plasmas transplants and
others
Place Headquartered in
Melbourne Australia
Headquartered in United
States
Headquartered in Spain
Price Industry standards High pricing Industry standards
Promotion Newsletters and
promotional magazines
Newsletters and online
marketing
magazines and
advertising through
website
Table 1: Comparison between the three-biotech firms
Recommendations
The following suggestions have been recommended:
 In order to combine sustainability with their marketing activities, CSL Ltd. should see to
it that the company indulges in the distribution and manufacturing of those products
which are good for the environment and do not contain any harmful substances which
may cause harm to the society as a whole.
 In order to maintain sustainability in promotional activities, the company needs to see
that it does not reflect any harmful ideas and does not mean any harm to any being in the
society.
 The company should also use and promote organic products which are good for the
health of the people so that the health of the people can be maintained.
 As the various products used in healthcare are made from resources that are scarce, the
concern for future generation should be maintained.
Conclusion
Therefore, from the discussion it can be stated that the company is a member of the
society. The healthcare industry is one of the key industries in the society. They sell all relevant
life saving products for the health benefit of the society. However, since it is a part of the

13MARKETING MIX AND SUSTAINABILITY
society, it has certain duties towards it; it has to combine sustainable practices in its operations.
By doing so, it will be in a better position to serve the society and people alike.

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