食品及饮料的永续发展可能性策略

食品及饮料的永续发展可能性策略 是由出版商Business Insights在2011年09月所出版的。 这份英文市场调查报告书包含139 Pages 价格从美金2875起跳。

简介

本报告提供永续发展可能性再形成竞争情势的过程相关论述，利用永续发展可能性产生的变化，揭明面对未来为了占取有利的位置，企业目前所能采取的行动，同时也指出有可能减损成功并值得信赖的永续可能性策略其发展能力的漂绿及绿色疲劳等课题，为您概述为以下内容。

第1章 关于作者

• 免责声明

第2章 执行摘要

第3章 所谓永续发展可能性？

• 摘要
• 简介
• 永续发展可能性的发展简历
• 永续发展可能性的意义
• 可永续性的生产

第4章 永续发展可能性的商务案例

• 摘要
• 简介
• 永续发展可能性带来的价值
• 优良的永续发展可能性策略内容
• 永续发展可能性的商务案例
• 各业界对永续发展可能性的观点
• 赢家鹤立鸡群的理由

第5章 对永续发展可能性的策略性方法

• 摘要
• 简介
• 必需正视适当的问题
• 永续发展可能性的主导者主要能力

第6章 通讯

• 摘要
• 简介
• 各个环节
• 透明性
• 理解观众
• 维持大众对中心产品特徵的注目
• 消费者的教育
• 肯定化
• 漂绿的回避
• 慈善运动相关行销和策略性合作的威力

第7章 永续发展可能性2.0

• 摘要
• 简介
• 社群媒体的工具套件
• 社群媒体的相关案例研究
• 社群媒体的工具套件的最大程度的有效利用

第8章 产品水准策略

• 摘要
• 简介
• 有机
• 公平交易
• 地区化
• 负责任的制造实例
• 持续可能的收获实例
• 收购得来的永续发展可能性？

第9章 持续可能的包装

• 摘要
• 简介
• 持续可能的包装策略
• 推销依然不可或缺

第10章 结论:主要的永续发展可能性策略

第11章 附录

• 用语
• 参考文献

目录

Abstract

Introduction

This report addresses how sustainability is reshaping the competitive landscape and identifies what companies can do now to capitalize on sustainability-driven changes and to position themselves favorably for the future. It also identifies challenges, such as greenwashing and green fatigue, which can compromise ability to develop a successful and credible sustainability strategy.

Features and benefits

• Understand what green consumers expect to see from sustainable brands and compare different communications strategies to convey messages effectively.
• Assess different types of sustainable packaging and identify strategies for developing a successful sustainable packaging proposition.
• Identify the tactics used by leading sustainable brands to maximize their sustainable credentials and get credit for doing so from consumers.
• Evaluate the benefits of sustainability: fewer barriers to price premiums, lower costs, competitive advantage, and the bonus of early market entry.
• Understand how to use different forms of social media to convey your brand's sustainability values and messages in the most effective way.

Highlights

Despite the fact that many companies utilize social media for PR and general marketing, a high proportion fail to use it to engage the public in sustainability campaigns. However, social media can increase consumer awareness of environmental issues and product solutions - the biggest barrier to sustainable consumption.

Responsible manufacturing practices are increasingly considered a pre-requisite for ‘good’ business. Companies are trying to green their operations to reduce their carbon footprint along with developing better working conditions. Using a life cycle approach to innovation is crucial to identifying opportunities throughout the supply chain.

Consumers evaluate product packaging to verify it is sustainable, and many countries have legislated to reduce packaging waste. In time sustainable packaging will be seen as a basic product requirement like pricing and product performance. Resource efficient packaging bolsters sustainability credentials and delivers cost savings and competitiveness

Your key questions answered

• What's the business case for sustainability and how are leading companies building it in to their strategy and innovations programs?
• How can I use social media to enhance my sustainability strategy and what are the examples of best practice?
• How can I communicate my sustainability strategy effectively and avoid falling into the trap of so-called “greenwashing”?
• What are the best product-level strategies for developing sustainable products and brands that stand out from the competition?
• What are the most effective sustainable packaging strategies?

Table of Contents

About the author

• Disclaimer

EXECUTIVE SUMMARY

• What is sustainability?
• The business case for sustainability
• Strategic approaches to sustainability
• Communication
• Sustainability 2.0
• Product level strategies
• Sustainable packaging

What is sustainability?

• Summary

• Introduction

• A brief history of sustainable development
  • Consumption is outstripping bio-capacity

• So what does sustainability mean?
• Sustainable production

The business case for sustainability

• Summary

• Introduction
  • Definitions of sustainability as it applies to business
  • The triple bottom line

• Sustainability creates value
  • Sustainability's sphere of influence
  • Meeting the needs of stakeholders

• What's included in a good sustainability strategy?

• The business case for sustainability
  • Green and competitive

• Different industry views of sustainability
  • Sustainability is integral to value creation
  • The topic of sustainability is still clouded in confusion
  • Commitment to sustainability is not waning in the current economic climate

• What sets the winners apart?

Strategic approaches to sustainability

• Summary

• Introduction
  • Strategic sustainability in action: Whole Foods Market

• Focusing on the right issues is imperative
  • Identifying, prioritizing and addressing the issues

• Key competencies of sustainability leaders

Communication

• Summary

• Introduction
  • Credibility is the key to success
  • Other communications challenges

• Top down and all the way
  • Engagement at the top
  • Employee engagement

• Transparency
  • Reporting frameworks

• Know your audience

• Maintain focus on core product characteristics
  • Core consumer values
  • Applying core consumer values to sustainability strategies

• Educate consumers
  • Using the Internet to educate
  • Educating consumers about eco-certification

• Make it positive

• Avoiding greenwashing
  • What is greenwashing?
  • What motivates companies to greenwash?
  • The “seven sins” of greenwashing
  • Why does it matter?
  • Weeding out greenwashing
  • How to avoid greenwashing?

• The power of cause-related marketing and strategic partnerships
  • Strategic partnerships

Sustainability 2.0

• Summary

• Introduction
  • Who's using social media?
  • Social media encourages collaboration and engagement
  • The social media sustainability index

• The social media toolkit
  • Websites
  • Blogs
  • Videos
  • Facebook
  • Crowdsourcing for sustainability initiatives
  • Online communities

• Social Media Case Studies
  • Stonyfield
  • When things go awry - learning from Nestle's mistake

• Making the most of your social media toolkit

Product level strategies

• Summary

• Introduction

• Organic
  • Case study: organic baby food

• Fairtrade
  • Divine Chocolate

• Go local
  • Retailers are capitalizing on the go local trend
  • Case study: Tyrrells

• Responsible manufacturing practices
  • Case study: Kettle Foods

• Sustainable harvesting practices
• Sustainable by acquisition?

Sustainable Packaging

• Summary

• Introduction
  • Characteristics of sustainable packaging

• Sustainable packaging strategies
  • Recycled Content
  • Close the loop
  • Source reduce
  • Reusable and refillable
  • Compostable
  • Explore new materials

• Promotion is still critical
  • Stella Artois' sustainable packaging campaigns
  • Effective on-pack communications

Conclusions: key sustainability strategies

• Key sustainability strategies
  • (Untitled sub-section)

Appendix

• Glossary
• Bibliography

FIGURES

• Figure: Principles of sustainable production
• Figure: The evolution of sustainability
• Figure: The triple bottom line
• Figure: Sustainability and the value chain
• Figure: Sustainability's sphere of influence
• Figure: Key sustainability competencies
• Figure: Industry reasons for addressing sustainability issues, % of respondents
• Figure: Industry views on where sustainability matters, % of respondents
• Figure: Responsive and strategic approaches to sustainability
• Figure: The social media toolkit
• Figure: Starbucks blog: engaging users with leader board and status updates
• Figure: SunChips' successful public service announcement tackled the noisiness of its compostable bag
• Figure: Yeo Valley's popular 2010 ad
• Figure: Tetley's recent Facebook campaign
• Figure: Starbucks' successful Betacup challenge
• Figure: Stonyfield's blog: reinforcing the brand's sustainability credentials
• Figure: Stonyfield's popular Farm Cam brings customers closer to farm life
• Figure: Meet Stonyfield John
• Figure: Stonyfield's recent rap video - part of the I Love Organic campaign
• Figure: The Organic Moment campaign
• Figure: The many “faces” of Stonyfield
• Figure: Greenpeace's successful campaign against Nestle
• Figure: Making the most of your social media toolkit
• Figure: Major players in the growing organic baby food market
• Figure: Upcycle with TerraCycle - Ella's Kitchen initiative
• Figure: Starbucks' understands the importance of closing the loop
• Figure: Examples of simple but effective source reduction strategies
• Figure: Kenco's lighthearted approach its new refillable packaging proved effective
• Figure: The world's first 100% compostable chip bag
• Figure: Sustainable packaging will not sell itself - promotion is still critical
• Figure: Simple but effective uses of on-pack communications

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