Dimensions of global product offer

Dr. Kiran Gardner: Module 2

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International Product Life Cycle and its Stages

Dr. Kiran Gardner: Module 3

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Dr. Kiran Gardner: Module 5
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Dr. Kiran Gardner: Module 6
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Dr. Kiran Gardner: Module 8
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Dr. Kiran Gardner: Module 11
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Dr. Kiran Gardner: Module 12
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Dr. Kiran Gardner: Module 13
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Dr. Kiran Gardner: Module 14
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Dr. Kiran Gardner: Module 15
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Dr. Kiran Gardner: Module 21
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International Product Life Cycle and its Stages

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Dr. Kiran Gardner: Module 23
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New product for international market

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 New Product Development and
Strategies

Product Positioning

Brands and Branding Decisions

Green marketing Strategies

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New Product
NewDevelopment Strategies
Product Development

Dr. Kiran Gardner: Module 26

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New Product Development Strategies

Dr. Kiran Gardner: Module 27

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International Product Positioning

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Dr. Kiran Gardner: Module 29
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Dr. Kiran Gardner: Module 30
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Brands and Branding Decisions

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Dr. Kiran Gardner: Module 32
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Dr. Kiran Gardner: Module 33
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Green Marketing Strategies

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 Green Marketing Strategies

A sustainable marketing strategy works best when it adapts

and complements the overall corporate sustainability vision of
the company, personifies the brand image, and is clearly and
transparently executed throughout all marketing elements.
For an effective sustainable marketing approach, the four Ps,
product, price, place, and promotion, should be based on
sustainability principles and should align with overall
marketing strategy.
Consumer target market segmentation is effective to better
tailor marketing efforts to those consumers that align best as
potential buyers or customers of a given product or service.
Physical products can be made more sustainable through
considering ways to minimize materials use, minimize the
negative impact of the production process, and maximize the
efficiency of the distribution process.
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Packaging changes, such as encouraging reusable
bags, a tighter packaging-to-product ratio, or cube
optimization, can be effective ways to reduce the
environmental impact of a product while increasing
profitability.
Sustainable goods can be more expensive to produce
than conventional alternatives as a result of potentially
higher-cost raw materials, methods of production, and
renewable resources. This should be taken into
consideration when developing the branding, developing
the marketing mix, and focusing on a market segment.
A mix of promotional mediums is best to effectively and
efficiently reach the target market with a consistent
branded message and call to action.
Dr. Kiran Gardner: Module 36
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 Exercises
1. Walmart is using their retail power to pressure their suppliers and
vendors to help the company achieve its sustainability goals. How
do you feel about this approach? Contrast it versus P&Gs
approach.

2. It has been viewed by some that Walmarts sustainability efforts

are a shallow public relations effort to help create a better
corporate image, especially after much negative publicity that it is
not substantive and meaningful. What do you think?

3. Provide an example of a product or service that adheres to

sustainability principles and discuss the four Ps they use in the
market. What is working well for them and what would you suggest
for them to do to improve?
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