Green Marketing
How to integrate environment inside companies?

Table of Content

Executive summary ………………………………………………………………………………………………………….. 4 Introduction …………………………………………………………………………………………………………………….. 5 Part I: GreenMarketing and sustainable development ………………………………………………………….. 7 1. Presentation …………………………………………………………………………………………………………… 7 2. Sustainable development over the years ………………………………………………………………….. 12 3. Representative modeling ofthe environment ……………………………………………………………. 14 4. Context ……………………………………………………………………………………………………………….. 20 5. Limits …………………………………………………………………………………………………………………. 22 Part II: Marketing Mix……………………………………………………………………………………………………. 27 1. Production …………………………………………………………………………………………………………… 27 2. Product ………………………………………………………………………………………………………………..29 3. Place …………………………………………………………………………………………………………………… 48 4. Promotion ……………………………………………………………………………………………………………. 56 5. The companymanagement…………………………………………………………………………………….. 72 Part III: The consumer…………………………………………………………………………………………………….. 75 1. The actors within sustainable development ……………………………………………………………… 75 2. Studying the consumer………………………………………………………………………………………….. 77 3. Survey…………………………………………………………………………………………………………………. 78 Part IV: The consequences of Green Marketing on the company………………………………………….. 88 1. The employees’ point of view on the environment ……………………………………………………. 89 Part V: Weleda:A company heavily involved in Sustainable Development …………………………… 93 1. Presentation of the Company …………………………………………………………………………………. 94 2. Company History …………………………………………………………………………………………………. 96 3. Industry Environment Analysis………………………………………………………………………………. 98 2

4. Product review……………………………………………………………………………………………………… 99 5. Competitive review …………………………………………………………………………………………….. 101 6. Weleda and the environment………………………………………………………………………………… 102 Conclusion …………………………………………………………………………………………………………………… 107 Recommendations ………………………………………………………………………………………………………… 108 Bibliography…