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.
Table of Contents
1 Introduction
1.1 Methodology
2 Theoretical Foundations
2.1 Sustainability
2.1.1 The Interplay of Sustainability and the Guiding Principle of Sustainable Development
2.1.2 Sustainable Development as a Corporate Guiding Principle
2.1.3 Three Dimensions of Sustainability and the Sustainability Triangle
2.1.3.1 Ecological Dimension
2.1.3.2 Social Dimension
2.1.3.3 Economic Dimension
2.2 The Social and Institutional Drivers towards Sustainability
2.3 The FCMG Industry – Main Facts
2.3.1 The Categories of Economic Goods
2.3.2 Actors and Business Forms
2.4 Sustainability Marketing
2.4.1 The Origin of the Marketing Concept and the Emergence of Sustainability Marketing
2.4.1.1 The Importance of the Operational Component of Sustainability Marketing
2.4.1 The Variety of Sustainability-Related Marketing Currents
3 Analysis
3.1 The Concept of Sustainability Marketing: The Sustainability Model of Belz
3.1.1 Information Level
3.1.2 Configuration Level
3.1.2.1 Normative Level
3.1.2.2 Strategic Level
3.2 The Operational Success Factors for Sustainability Marketing among Fast-Moving Consumer Goods
3.2.1 Operational Level
3.2.1.1 Sustainable Product Policy
3.2.1.1.1 Sustainable Product Stewardship
3.2.1.1.2 Sustainable Product Development
3.2.1.1.3 Eco-Innovation
3.2.1.1.4 Sustainable Brand Policy
3.2.1.1.4.1 Ecological Certification Labels
3.2.1.1.4.2 Building a Sustainable Brand Image and Brand Loyalty
3.2.1.1.5 Sustainable Packaging Policy
3.2.1.2 Sustainable Communication Policy
3.2.1.2.1 Sustainability Advertising (Eco-Advertising)
3.2.1.2.2 Sustainability Sponsoring
3.2.1.2.3 Public Relations
3.2.1.2.4 Online Sustainability Marketing
3.2.1.3 Sustainable Price Policy
3.2.1.4 Sustainable Distribution Policy
3.2.2 Transformation Level
3.3 The Success Factors – A Catalogue of Recommendations for Action
3.3.1 Success Factors of the Sustainable Product Policy
3.3.2 Success Factors of the Sustainable Communication Policy
4 Practical Example: The Frosta Tiefkühlkost LLC
4.1 The Company - Profile, Vision and Goals
4.2 The Implementation of Sustainability Marketing at the Operational Level
4.2.1 Success Factors of the Product Policy
4.2.2 Success Factors of the Communication Policy
4.2.3 Final Reflections
5 Conclusion
6 Bibliography
Objectives and Topics
The primary objective of this thesis is to identify the operational success factors for sustainability marketing and translate them into a catalogue of practical recommendations for action. By applying the sustainability model of Belz within the fast-moving consumer goods (FMCG) sector, the study aims to provide companies with a clear framework to successfully integrate social and ecological concerns into their corporate activities, thereby improving market competitiveness and long-term viability.
- Identification of operational success factors in sustainability marketing.
- Analysis of product policy and communication policy as core instruments.
- Evaluation of the fast-moving consumer goods (FMCG) sector's specific challenges.
- Practical application and analysis using the case study of Frosta Tiefkühlkost LLC.
- Development of a catalogue of recommendations for successful market implementation.
Excerpt from the Book
3.2.1.1 Sustainable Product Policy
The sustainable product policy as the first success guarantor of sustainability marketing aims at the design and the development of sustainable products. This goal is in turn based on two fundamental, intertwined tasks: The design and the development of products with a high socio-ecological product quality and the generation of a product benefit that is justified by the presence of the socio-ecological product quality (Balderjahn 2021, pp.163-164; Meffert and Kirchgeorg 1992, p.210). The product quality is defined as the degree to which a consumer good is capable of not endangering the natural environment, people and social communities throughout the product life cycle. The higher the degree of socio-ecological product quality, the more sustainable the product is. Behind the product quality lies the problem that it is difficult for consumers to verify. The reason for this is both the ecological interdependencies and the globally interconnected supply chains. Hence, the product quality represents a trust characteristic for the consumer, which must be assured for a product by the manufacturing company (Balderjahn 2004, pp.178-187; bvl 2021). In the assured product quality, the consumer then perceives a special benefit that makes the product more competitive and has a positive effect on the purchase decision.
To develop a sustainable or, to be more precise, socio-ecologically high-quality, benefit-generating product, the following product policy areas must be taken into consideration.
Summary of Chapters
1 Introduction: This chapter highlights the paradigm shift in corporate management towards sustainability and defines the aim of identifying operational success factors for the FMCG sector.
2 Theoretical Foundations: This section details the concept of sustainability, the Guiding Principle of Sustainable Development, and defines the characteristics of the FMCG industry and the principles of sustainability marketing.
3 Analysis: This core chapter explores the sustainability model of Belz, focusing on the operational level and detailing the product and communication policy measures required for successful implementation.
4 Practical Example: The Frosta Tiefkühlkost LLC: This chapter applies the previously defined success factors to a real-world case study to demonstrate how Frosta implements sustainability at the operational level.
5 Conclusion: This chapter synthesizes the main findings and provides a final assessment of how FMCG companies can successfully integrate sustainability into their corporate structures.
6 Bibliography: A comprehensive list of printed and internet sources used throughout the thesis.
Keywords
Sustainability, Sustainability Marketing, Fast-Moving Consumer Goods, FMCG, Product Stewardship, Eco-Innovation, Sustainable Brand Policy, Eco-Advertising, Sustainability Sponsoring, Corporate Social Responsibility, Sustainable Development Goals, Product Life Cycle, Consumer Awareness, Operational Success Factors, Marketing Mix
Frequently Asked Questions
What is the core focus of this thesis?
The work primarily focuses on identifying the operational success factors for sustainability marketing specifically for companies operating within the fast-moving consumer goods (FMCG) sector.
What are the main thematic fields covered?
The study covers the theoretical foundations of sustainability, the operational implementation of sustainability marketing through product and communication policies, and practical applications in the FMCG industry.
What is the primary research goal?
The goal is to translate identified operational factors into a practical catalogue of recommendations for action that companies can use to successfully implement sustainability marketing in their business operations.
Which scientific methods are employed?
The research is based on a structured literature analysis of printed and electronic sources, complemented by a case study of the company Frosta to analyze and illustrate the implementation of these concepts.
What topics are addressed in the main part of the thesis?
The main part analyzes the configuration level of the sustainability model by Belz, with a deep dive into product policy (stewardship, development, eco-innovation, branding) and communication policy (advertising, sponsoring, PR, online tools).
Which keywords best characterize this work?
Keywords include sustainability marketing, FMCG, product stewardship, eco-innovation, sustainable brand policy, and sustainable communication policy.
How does Frosta implement sustainability?
Frosta utilizes a "Reinheitsgebot" (purity requirement), sustainable packaging solutions like the paper "ecobag," and transparent ingredient tracking codes to build consumer trust and demonstrate its commitment to socio-ecological standards.
Why is the "operational level" in the sustainability model crucial?
The operational level is decisive because it involves the actual implementation of sustainability-oriented marketing mix instruments, which are essential for the market placement of sustainable products.
What role does "product stewardship" play?
Product stewardship requires all actors along the product life cycle to take responsibility for the health, social, and environmental compatibility of the products, serving as a fundamental prerequisite for sustainability.
- Citar trabajo
- Anonym (Autor), 2021, The Operational Success Factors for Sustainability Marketing among Fast-Moving Consumer Goods, Múnich, GRIN Verlag, https://www.grin.com/document/1302190
