BX2184: Sustainable Marketing Management Report on Marigold Singapore

This report provides a comprehensive analysis of Marigold Singapore's sustainability practices within the context of its marketing strategies. The report begins with an introduction to sustainability and an overview of Marigold Singapore, a leading dairy and beverage company. It examines the company's current market strategies, focusing on its research and development, digital marketing, and customer-centric approaches. The report delves into the social, economic, and ecological sustainability aspects of Marigold's operations, assessing its relationships with stakeholders, financial management, and environmental impact. A SWOT analysis is presented to evaluate the company's internal strengths and weaknesses, as well as external opportunities and threats. The report identifies Marigold's target market segmentation and positioning strategy, including a positioning map comparing it with competitors. Finally, the report offers recommendations for a new sustainable marketing campaign, covering product, place, price, promotion, people, processes, and physical evidence, aiming to enhance Marigold's sustainability efforts and market position.

sustainable
marketing
management

SUSTAINABLE REPORT 1
Contents
Introduction.................................................................................................................................................2
Current market strategy...............................................................................................................................2
Targeting Market.........................................................................................................................................8
Positioning Map........................................................................................................................................10
Concepts, theories and Frameworks..........................................................................................................12
Recommendations.....................................................................................................................................12
Conclusion.................................................................................................................................................14
References.................................................................................................................................................15

SUSTAINABLE REPORT 2
Introduction
Sustainability defines the meeting of demand of present consumers without
compromising the capacity of future generations to achieve the goals. Each and every company
is required to offers the services to consumers by keeping in mind about the sustainability of the
product (Clayton, & Radcliffe, 2018). The main aim of this paper is to discuss about the
“sustainability”. In this paper, the sustainability position of Marigold Singapore Company has
been evaluated. After the evaluation, recommendation will also be discussed.
Marigold Singapore is a leading dairy and beverage company of Singapore. It provides
the wide range of products to customers containing Marigold HL Milk, Marigold Peel Fresh, and
Vitagen. It also provides the Yogurt products to customers to target the health conscious
consumers (Marigold, 2019a).
Current market strategy
Marigold Singapore deal in a very competitive market and understanding the importance
of customer demand and designing the best strategies to deal demand and earn a competitive
position in the market. Present marketing strategy of Marigold Singapore contains the Research
and Development department, the department made efforts to identify the internal and external
factors those affecting the buying decisions of consumer. It sells daily use dairy products like
milk, yoghurt, and juice of different quality and tastes (Dempsey, Bramley, Power & Brown,
2009).
First step of marketing strategy in the company is to identify the changes in the
consumer’s demand for the product and changes in the available competitive products in the

SUSTAINABLE REPORT 3
market, than it designs its strategies to provide better quality with unique flavors and health tips
to use the product in a sustainable manner. It uses digital marketing and consumer based
marketing strategies to attract large group of customers. It advertise different recopies made by
using the yoghurt, these recipes are healthy and tasty and suitable for the all age groups. Hence it
marketing strategies are customer focused and its unique feature in its advertising is to use
healthy diet tips to attract the health conscious customers, use of different flavors help it to
design product differentiation strategies to deal the challenging environment of the market
(Garbie, 2015).
Present activities of the organization are based on meeting the development of its
products in the sustainable manner, management team including different departments form the
organization focus to make the policies and processing of the organization to meet the
sustainable management of tis activities, major focus of the management is to attain the social,
economic, and environmental sustainability. Dairy industry deal managing the relations between
the suppliers and customers, this management focus on supply of natural product after
transforming it into more healthier and in packaged form, useful healthy diet (Garg, 2015).
Social sustainability
Sustainability is an essential part for the entire organization dealing in the present global
business environment. Social sustainability is a vast area affected by many factors from the
society it operate its business. Sustainability includes the ability and efforts made by the
companies to exist in the market with sustainably challenging position. Social sustainability
focus on the factors theses are social inequality, social support, social responsibility, social
justice, and cultural competences. Marigold Singapore had unique concept to major the impact of

SUSTAINABLE REPORT 4
its operations on the society and people. Social sustainability is a combination of company’s
relationship with its stakeholders maintaining their relations to manage positive and negative
impact of their activities (Hiremath, Balachandra, Kumar, Bansode & Murali, 2013).
License to operate business in the environment require complete focus on its activities in
the given four dimensions. These four dimensions include social and cultural life, voice and
violence, amenities and infrastructure, and space to grow. Social environment of Marigold
includes the stakeholders’ role importantly. These stakeholders are supplier of the raw material
like dairy farmers, labors engaged in the pasteurizing activities to make the milk, yoghurt and
other product useful for the consumers, shareholders investing in the operations of the company
to fulfill their financial interest and the last group of stakeholders includes the final consumers.
Offering the netter services to the customers is the final strep of company. All these stakeholders
frame a society for the organization and these factors affect the social factors prevailing in the
society. Hence, it focuses on the culture, faith beliefs and attitudes affect the consumers and
product nature to attain the social sustainability without harming any social dimensions (Horlings
& Padt, 2011).
Economic sustainability
Economic environment of a business indicate its sustainability in form its financial
management to earn profitable outcomes. These financial outcomes focus to attain profit in
sustainable manner. Marigold aims to become economically sustainable and profitable, economic
sustainability includes proper corporate governance, risk management, and compliance. This
requires an effective participation of all its stakeholders to manage the good corporate
governance returning the company a beneficial stable economic return. Economic activities

SUSTAINABLE REPORT 5
includes the assurance of the profit earning but also focus that these activities don’t create any
negative impact over the society and environment. Operating with the natural resources dairy
industry is responsible to return positive return to these stakeholders. Cows and other animals are
providing milk for the other product manufacturing in the Marigold hence management focus
best relationship management with these stakeholders to manage the product quality (Misganaw,
2017).
Pillar of economic sustainability include stable corporate governance, marigold invest its
financial investment planning targeting to use the stakeholders issues and their important role in
the management. Product differentiation and flavored product availability in the Marigold offer it
a great profitable return. These unique features need to focus the proper economic sustainable
planning to manage the risk management activities in the economic environment. (Tan, Yeo, Ng,
Tjandra & Song, 2015)
Ecological sustainability
Environment play a very significant role in the production, manufacturing, and other
activities related to the dairy industry. A company operating in the dairy and food sector need to
manage its activities do not create negative impact over the environment and other ecological
factors. Marigold handle relations with the suppliers providing natural material for its products, it
needs to manage the positive and healthy environment for the animals, hence they can provide it
the better quality material ("MARIGOLD Yoghurt | Marigold", 2020).
Process used by the management in the pasteurization and transforming milk into other
edible products like yoghurt, cheese and recopies for these products. Pasteurization is process
use techniques and machinery these impact the environment, it require sustainable management

SUSTAINABLE REPORT 6
to secure the ecological or environmental balance with sustainable development. Lactic products
require hygienic environment and packing of these products requires hygienic procedure and
hence marigold require managing the environment in the surrounding for the processing of these
products (Wang, 2016).
Marigold Singapore operate and perform its production and manufacturing activities
focused to manage the environmental sustainable management. Board of directors in the
organization focus to meet the product differentiation and quality product to its customers, and
these products focuses in the activities to meet the sustainable level to accomplish the sustainable
development of its product (Tan, Yeo, Ng, Tjandra & Song, 2015).
Present sustainable activities in the organization
Current marketing strategies used by the organization are digital marketing, product
differentiation strategies with the sustainable management of various factors like social
development, economic development and environmental development. Dairy industry has a great
and open competition; this sector has easy entry for the new competitors hence Marigold face
great challenges to meet the sustainable marketing strategies for its product. Yoghurts product it
provide have very high quality and available in two qualities including zero and low fat products.
Milk and juice provided by the company comes on the top position in the country hence it face a
great challenges from its customer externally and internally it faces challenges to make product
more attractive to manage the top leading position in the market (Wang, 2016).
Following SWOT analysis will discuss its strategic competitive quality to understand its
present position in the sustainable market. Internal environment of Marigold Singapore is
flexible and full of inner challenges, departments involved in planning, controlling, and

SUSTAINABLE REPORT 7
production activities in the organization contribute to build its internal environment focus to
attain its final goal of sustainable development through sustainable marketing strategies. SWOT
analysis represents the following factors;
Strength Weakness
 Singapore has great quality of livestock
producing the quality milk for other
products.
 Marigold contributes in better
environmental development for the
livestock to increase health and living
of the animals.
 Milk productivity in the organisation is
very high.
 Yoghurt available in the organisation
have many flavour
 Product differentiation strategy is very
helpful to attract new customers.
 Labours and management is trained and
have proper knowledge of the dairy
industry
 Research and Development department
focus on continuous changes in the
 Livestock in the changing climate
affect life-cycle and health of the
breeding animals
 Decrease in the health lead uncertain
death of the animals and cause loss to
the assets of the company
 Poor conditions of supply channel in
the organization affect supply chain
management
 Internal management face challenges in
maintaining the competitive position in
the market
 Availability of cheap resources from
the suppliers affect the product quality

SUSTAINABLE REPORT 8
market competition
 Concept of providing healthy recipe to
make different items from the frozen
yoghurt is very unique in the market
Opportunities Threat
 Product produced by Marigold have
unique characteristics hence they are
becoming popular in the market
 Open competition in the market
facilitates to introduce competitive
strategy
 Yoghurt and milk quality of the
organisation has special emphasis on
diet conscious young people
 Singapore has a vast population
consuming the pure milk product hence
is have opportunity to become more
unique in the market
 Highly competitive market scenario in
the Singapore make the operations
challenging
 High cost of livestock maintenance
increase the cost of raw material
 Bargaining power of buyers and
suppliers can lead many challenges for
the company
 Expansive grazing requirements make
natural milk availability more costly
 More options available for the same
products lead potential threat of
competition
Targeting Market

SUSTAINABLE REPORT 9
Type of Segmentation Segmentation Category Target Customers
Demographics Age Not specific as anyone can eat
16 above consumers are
targeted as targeting
customers
Income Middle and Upper Class can
afford the prices of products
Gender Male, female, and others
Geographic Density Populated area, Urban areas
Region Singapore
Psychographics Lifestyle Health Conscious customers
Customers who like to eat
dairy products
Social Class High class and middle class
It is observed that the consumers of Marigold Singapore has been increases as nowadays,
consumers are getting more health conscious for their health conditions. It has been seen that
Marigold provides 0% of law fat product such as milk, and juice (Marigold, 2019b). The
consumer who consumes these products is highly sustainable because these products do not
affect the environment. It has been found that the most of the consumers of the company is
health conscious due to which they always analyzed the product before buying it which depicts
that they are highly sustainable. The packaging used by the company to provide the milk and
yogurt products are effective as it does not affect the environment like plastic bags. The

SUSTAINABLE REPORT 10
consumers are also sustainable as they always take care of these things such as packages, quality
of food and the others (Andaleeb, 2016).
Positioning Map
As per the above map, it is observed that Marigold is number one company in diary
industry of Singapore. Meiji gives the close competition to the company in terms of high quality
and trust. Meiji also provides the similar services to customers in different flavors with the high
quality due to which it gives the high competition to Marigold. Marigold is Singapore no. 1
pasteurized Low Fat Milk, Pasteurized Juice and UHT Milk provider. These products of the
company make it number one company in Singapore.
Strategies of the organization from competitors
It has been seen that Marigold Singapore implements the digital marketing strategy,
research and development strategy and product differentiate strategy to achieve the objective in
High Cost
Unsustainability Sustainable
Low Cost
F&N
Magnolia
Meiji
Marigold

SUSTAINABLE REPORT 11
the market. Digital marketing strategy of the company helps to promote the services in the
market. Digital marketing strategy of the company promotes the company services in various
sites such as websites, on social media applications and the others. The other companies also use
the digital marketing to attract the consumers towards its services but Marigold is the company
who uses it with the loyal promises. Advertisement with the high trust makes it unique and also
duplicate because other companies also use this strategy.
Research and Development strategy states that the company analyzes the customers
demand before manufacturing it as it helps to satisfy the demand of consumers. The company
provides the four flavors of Marigold recipes such as Aloe Vera, Baked Lobster, Red Berries,
and Sauteed Cod that helps to satisfy the demand of consumers as these are developed according
to needs and wants of consumers. The company also provides these food services with the high
quality of packaging such as tetra packaging. Tetra packaging’s contributes to low carbon
circular economy and it is recycled which states that it is sustainable for the society and
consumers. This strategy makes it unique from others competitors.
Products differentiation is another strategy of the company that makes it different from
other. As per the above discussion, it has been seen that the company offers the four types of
Yogurt flavors and it provides the health tips on its website, which makes it different from
others. A healthy tip makes the consumers healthy and encourages them to stop using the
chemical products that is harmful for them but also for society and environment (Marigold,
2019b). The different recipes and health tips makes it different from the other companies and
sustainable for the environment and society.

SUSTAINABLE REPORT 12
These strategies are also focuses on sustainability, which is beneficial for the company.
Packaging and different recipes with the health tips represents that the company is genuinely
focuses on sustainability. The satisfying demand of consumers also sustainable as the wastage of
products is reduces as the customers waste the food material those are not liked by them.
Wastage of food is a major issue on the earth, which is, reduces by the company with the help of
research and development strategy.
Comparison from competitors
As compare to its competitor, it can be said that Marigold does not copy any company
and always take care of consumer’s demand, which helps it to build the trust among the society.
According to the analysis, it has been seen that Meiji gives the high competition to Marigold as it
also provides the trust worthy goods to consumers (Young, 2017).
Concepts, theories and Frameworks
The concepts, theories and frameworks are applying in the organization are suitable as it
helps to evaluate the sustainability. SWOT Analysis, target market and culture analysis are the
concepts and frameworks that are implemented by the company to evaluate the sustainability.
These models help to evaluate the strength, weaknesses, opportunity and threats in terms of
sustainability that is why; it is a right choice to evaluate the organization sustainability. Target
market also helps to examine the sustainability of customer.
Recommendations
There are three recommendations will be discussed that has been given below:
Media Channels

SUSTAINABLE REPORT 13
It is observed that the company is sustainable, as it does not affect the environment,
society and the others. It is essential for the company to aware the consumers in terms of
sustainability so that they also take care about the products while buying it. Media Channel is the
only sources that can helps to promote the sustainability. It is suggested that the company has to
use the media channel to aware the consumers (Kennedy, 2016). In media channels, the company
has to use the social media for promoting the sustainable products in the market. It has been seen
that social media has been used by the consumers for entertainment purpose on daily basis due to
which the company can aware the large number of consumer in every single minute. Apart from
social media, it can also use the mobile application or mobile advertisement to spread the
awareness among the consumers. Mobile are also a good entertainment device that customer
always uses for their works (Goldberg, Fishbein, & Middlestadt, 2018). These media channels
are beneficial for increasing the volume of sales of the company of its products and for the
distribution.
Target Market
It has been seen that the company targeting particular customers and analyzed their
demand. It manufactures the product after analyzing the demand and needs of consumers such as
different flavors of Yogurt. The company has to put some changes in target market so that it can
grab the high market share. It has to target the all age of consumers and has to attract the
families, children with the different flavors so that they are getting attracted towards it and
achieve the high success in business. Attracting these customers helps to motivate to stay healthy
and fit, which affects enhance the value of sustainability in the society (Dietrich, Rundle-Thiele,
& Kubacki, 2017).

SUSTAINABLE REPORT 14
Product Packaging
As discussed above, the company uses the tetra packs for delivering the services, which
affects the environment in low level. However, somewhere it also affects the society that is why;
it has to uses the different packages such as aluminum cans, paper boxes and the other those can
replaceable and the products can protect in it. It is a best way to reduce the pollution and protect
the eating material for consumers. It improves the sustainable report of consumers (Lindh,
Olsson, & Williams, 2016).
Conclusion
From the above discussion, it is concluded that Marigold is one of the leading companies
of Singapore yogurt product. The company also provide the different flavors of yogurt those are
healthy and tasty for consumers. It has been evaluated the current market strategies of the
company is product differentiation, digital marketing and research and development those are
evaluated on the basis of three factors such as social, political and economic. Target market
customers of the company are also sustainable while purchasing the products. SWOT Analysis
has been done in order to determine its sustainability. At the end, it is recommended that the
company has to use the media channels, set new targets for promoting the sustainability in the
society.

SUSTAINABLE REPORT 15
References
Andaleeb, S. S. (2016). Market segmentation, targeting, and positioning. In Strategic
marketing management in Asia: case studies and lessons across industries (pp. 179-207).
Emerald Group Publishing Limited.
Clayton, T., & Radcliffe, N. (2018). Sustainability: a systems approach. Routledge.
Dempsey, N., Bramley, G., Power, S., & Brown, C. (2009). The social dimension of
sustainable development: Defining urban social sustainability. Sustainable
Development, 19(5), 289-300. doi: 10.1002/sd.417
Dietrich, T., Rundle-Thiele, S., & Kubacki, K. (2017). Segmentation in social marketing.
Springer Singapore:.
Garbie, I. (2015). Sustainability Optimization in Manufacturing Enterprises. Procedia
CIRP, 26, 504-509. doi: 10.1016/j.procir.2014.07.085
Garg, A. (2015). Green Marketing for Sustainable Development: an Industry
Perspective. Sustainable Development, 23(5), 301-316. doi: 10.1002/sd.1592
Goldberg, M. E., Fishbein, M., & Middlestadt, S. E. (2018). Social marketing: Theoretical
and practical perspectives. Psychology Press.
Hiremath, R., Balachandra, P., Kumar, B., Bansode, S., & Murali, J. (2013). Indicator-based
urban sustainability—A review. Energy For Sustainable Development, 17(6), 555-563.
doi: 10.1016/j.esd.2013.08.004

SUSTAINABLE REPORT 16
Horlings, I., & Padt, F. (2011). Leadership for Sustainable Regional Development in Rural
Areas: Bridging Personal and Institutional Aspects. Sustainable Development, 21(6), 413-
424. doi: 10.1002/sd.526
Kennedy, A. M. (2016). Macro-social marketing. Journal of Macromarketing, 36(3), 354-
365.
Lindh, H., Olsson, A., & Williams, H. (2016). Consumer perceptions of food packaging:
contributing to or counteracting environmentally sustainable development?. Packaging
Technology and Science, 29(1), 3-23.
MARIGOLD Yoghurt | Marigold. (2020). Retrieved from :
http://www.marigold.com.sg/products/yoghurt/yoghurt.html
Marigold. (2019a). About Us. Retrieved from :
http://www.marigold.com.sg/our-company/about-us.html
Marigold. (2019b). Recipes. Retrieved from :
http://www.marigold.com.sg/products/yoghurt/yoghurt.html
Misganaw, G. (2017). Production Potential, Challenges and Prospects of Dairy Cooperatives
in Aksum and Adwa Towns, Ethiopia. Journal Of Dairy, Veterinary & Animal
Research, 5(6). doi: 10.15406/jdvar.2017.05.00165
Tan, H., Yeo, Z., Ng, R., Tjandra, T., & Song, B. (2015). A Sustainability Indicator
Framework for Singapore Small and Medium-Sized Manufacturing Enterprises. Procedia
CIRP, 29, 132-137. doi: 10.1016/j.procir.2015.01.028

SUSTAINABLE REPORT 17
Wang, L. (2016). Book review: The Singapore Water Story: Sustainable Development in an
Urban City State. Urban Studies, 53(12), 2675-2677. doi: 10.1177/0042098016652557
Weingaertner, C., & Moberg, Å. (2011). Exploring Social Sustainability: Learning from
Perspectives on Urban Development and Companies and Products. Sustainable
Development, 22(2), 122-133. doi: 10.1002/sd.536
Young, P. (2017). Top 5 Yogurt brands in Singapore. Retrieved
from :https://www.dairyreporter.com/Article/2017/02/07/Top-5-yogurt-brands-in-
Singapore