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Nature & Découvertes: How can an enhanced circular economy approach strengthen the brand image?

Référence :

M2071(GB)

Langue

Type

Etude de cas

Catégorie

Marketing

Collection

CCMP

Campus

TOULOUSE BUSINESS SCHOOL - TBS

Auteur(s)

VILLENEUVE Karine, BUNDY Laurence

Résumé

Ever since it was founded in 1990, Natures et Découvertes, has been standing out as a brand committed to respecting mankind and nature. Every year since 1993, it has been publishing a report listing all its endeavours towards sustainable development and since 2015, it has been claiming its societal commitment through the BCorp label. It now wishes to go a step further and follow the principles of circular economy.

Objectifs pédagogiques

The case objectives involve
- Raising students'awareness about the circular economy concept
- Getting them acquainted with the marketing planning process (analysis - strategy- marketing mix)
- Knowing the marketing concepts related branding and drawing a brand prism
- Ensuring all the different elements in the marketing plan are consistent with one another