Marketing Principles: Pricing Strategy for Sustainable Products

This report examines the pricing strategy for green products, specifically paper coffee cups, in the Australian market. It addresses the current business environment's focus on reducing pollution and the consumer's willingness to pay more for sustainable offerings. The report outlines financial and marketing objectives, targeting millennials and green consumers. It proposes a green positioning statement focused on saving the environment. The pricing strategy aims to increase perceived value and reduce green price premiums through creative pricing tactics. The market implementation focuses on offering paper coffee cups with efficient pricing in Australia. References include studies on ethical consumption and green marketing. The report is designed to fulfill the requirements of a Marketing Principles assignment, covering topics such as target market, positioning, product strategy, and pricing strategy, as outlined in the assignment brief for MKT00075.

MARKETING
PRINCIPLES
Name of the Student
Name of the University
Author Note

CURRENT SITUATION
 Main problem statement is to find out the
willingness of consumers to pay more for green
products and services
 Current situation of the global business environment
is to reduce the pollution that is created in the
environment
 Paper coffee cup can be selected as the green
product in this presentation

Demand for Green Products
and Services

OBJECTIVES
 The financial objective will be to set
the price which can be afforded by
the green consumers
 The marketing objective of the
offerings will be to reach the
product to maximum number of
people
 Sustainable market offering need to
be followed to sell the paper coffee
cups in the region of Australia

TARGET MARKET &
POSITIONING
 Main target group will be the millennials
 Green customers who are willing to pay for
green products need to be targeted as well
 Green Positioning statement will be To Save
the Future Generation and Global
Environment for Harmfulness
 The customer perceived benefits need to be
increased through this green positioning

PRICING STRATEGY
 Aim of pricing for sustainability
is to increase perceived
reasonable value
 It means to increase the
customer perceived benefits and
reduce customer perceived total
costs
 Creative pricing for this green
product needs to be followed to
reduce green price premiums

MARKET IMPLEMENTATION
 Green product in the form of
paper coffee cups need to be
offered to the people of Australia
with fine-tune base price with
efficient pricing tactics
 Creative pricing for this product
need to followed in order to
control the green price premiums
 Good and efficient pricing will
create more opportunities for this
particular green product

REFERENCES
 Ferreira, J. and Ferreira, C., 2018. From bean to
cup and beyond: exploring ethical
consumption and coffee shops. Journal of
Consumer Ethics, 2(2), p.20834.
 Martínez, P., 2015. Customer loyalty: exploring
its antecedents from a green marketing
perspective. International Journal of
Contemporary Hospitality Management.
 Ottman, J., 2017. The new rules of green
marketing: Strategies, tools, and inspiration for
sustainable branding. Routledge.

THANK YOU