The Operational Success Factors for Sustainability Marketing among Fast-Moving Consumer Goods

Bachelor Thesis , 2021 , 68 Pages , Grade: 1,7

Business economics - Offline Marketing and Online Marketing

The aim of this paper is to identify the operational factors of sustainability marketing and to translate them into a catalogue of recommendations for action that companies can follow to successfully implement the concept of sustainability marketing into their corporate activities. In the course of this work, special attention will be given to the fast-moving consumer goods (FMCG) sector, as the socio-ecological commitment of companies operating in this sector is increasingly becoming the focus of consumers.

Embedded in social, economic and cultural developments, market-oriented corporate management is subject to continuous change. In the 1990s, it was still characterised by a one-sided profit-oriented, economic perspective whose primary goal consisted in the growth of the company's value.

The resulting ecological and social problems, such as climate change, the progressive destruction of nature and the environment, and also the emerging demand of society for environmental protection, gradually caused the pendulum to swing in the other direction: Companies striving to operate efficiently in the 21st century must adapt their business activities to the changed market conditions and integrate the idea of sustainability into their corporate structures.

In such operational adaptation processes, sustainability marketing is of particular importance. It forms the link between a company and the market and not only serves to transparently communicate the new social-ecological corporate commitment but also to establish sustainable products on the market. However, the implementation of sustainability marketing poses great challenges to companies, as sustainability-related topics are often characterised by a high degree of complexity.

Inhaltsverzeichnis (Table of Contents)

• Introduction
  • Methodology
• Theoretical Foundations
  • Sustainability
    • The Interplay of Sustainability and the Guiding Principle of Sustainable Development
    • Sustainable Development as a Corporate Guiding Principle
    • Three Dimensions of Sustainability and the Sustainability Triangle
      • Ecological Dimension
      • Social Dimension
      • Economic Dimension
  • The Social and Institutional Drivers towards Sustainability
  • The FCMG Industry - Main Facts
    • The Categories of Economic Goods
    • Actors and Business Forms
  • Sustainability Marketing
    • The Origin of the Marketing Concept and the Emergence of Sustainability Marketing
      • The Importance of the Operational Component of Sustainability Marketing
    • The Variety of Sustainability-Related Marketing Currents
• Analysis
  • The Concept of Sustainability Marketing: The Sustainability Model of Belz
    • Information Level
    • Configuration Level
      • Normative Level
      • Strategic Level
  • The Operational Success Factors for Sustainability Marketing among Fast-Moving Consumer Goods
    • Operational Level
      • Sustainable Product Policy
        • Sustainable Product Stewardship
        • Sustainable Product Development
        • Eco-Innovation
        • Sustainable Brand Policy
          • Ecological Certification Labels
          • Building a Sustainable Brand Image and Brand Loyalty
        • Sustainable Packaging Policy
      • Sustainable Communication Policy
        • Sustainability Advertising (Eco-Advertising)
        • Sustainability Sponsoring
        • Public Relations
        • Online Sustainability Marketing
      • Sustainable Price Policy
      • Sustainable Distribution Policy
    • Transformation Level
  • The Success Factors - A Catalogue of Recommendations for Action
    • Success Factors of the Sustainable Product Policy
    • Success Factors of the Sustainable Communication Policy
• Practical Example: The Frosta Tiefkühlkost LLC
  • The Company Profile, Vision and Goals
  • The Implementation of Sustainability Marketing at the Operational Level
    • Success Factors of the Product Policy
    • Success Factors of the Communication Policy

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This Bachelor thesis aims to analyze the operational success factors for sustainability marketing among fast-moving consumer goods (FMCG). It investigates the various aspects of sustainability marketing within the FMCG industry and explores how these factors contribute to achieving both business and sustainability goals. The study focuses on practical implications and provides a comprehensive overview of key concepts and success strategies.

• The interplay of sustainability and the guiding principle of sustainable development
• The three dimensions of sustainability (ecological, social, and economic)
• The operational success factors of sustainability marketing, including sustainable product policy, communication policy, and distribution policy
• The application of sustainability marketing principles within a real-world FMCG company
• Recommendations for action to implement successful sustainability marketing strategies within the FMCG sector

Zusammenfassung der Kapitel (Chapter Summaries)

The thesis begins by introducing the methodology used to conduct the research. It then delves into the theoretical foundations of sustainability, examining its interplay with sustainable development and the three key dimensions. The paper also explores the social and institutional drivers towards sustainability.

Next, the thesis focuses on the FMCG industry, defining its key characteristics and exploring the categories of economic goods and the various actors and business forms involved. It then introduces the concept of sustainability marketing, tracing its origins and highlighting the importance of its operational component.

Chapter 3 analyzes the operational success factors for sustainability marketing within FMCG. It examines the sustainability model of Belz, differentiating between information, configuration, and transformation levels. The chapter also discusses the practical implementation of sustainable product policy, communication policy, and distribution policy, focusing on areas like sustainable product development, eco-innovation, sustainability advertising, and online sustainability marketing. The chapter concludes with a catalog of recommendations for action based on the identified success factors.

Chapter 4 provides a practical example of sustainability marketing in action, showcasing the case of Frosta Tiefkühlkost LLC. This chapter explores the company's profile, vision, and goals, analyzing how it implements sustainability marketing at the operational level. It focuses on the company's product policy, communication policy, and the overall success of its sustainability initiatives.

Schlüsselwörter (Keywords)

This research focuses on sustainability marketing within the fast-moving consumer goods (FMCG) industry. It explores key concepts such as sustainable development, ecological, social, and economic dimensions of sustainability, operational success factors, sustainable product and communication policies, eco-innovation, and sustainability advertising. The thesis also examines practical case studies, such as the Frosta Tiefkühlkost LLC, to provide real-world examples of successful sustainability marketing initiatives.

• Grade: 1,7
• Publication Year: 2021
• Pages: 68
• Catalog Number: V1302190
• ISBN (PDF): 9783346768865
• ISBN (Book): 9783346768872
• Language: English
• Tags: operational, success, factors, sustainability, marketing, fast-moving, consumer, goods