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Point-of-Purchase Sustainability Communication

Chee, Sze En; Richa, Kirti and Lu, Bing (2011)
Department of Business Administration
Abstract
The aim of this study was to better understand the sustainability marketing communication of a Swedish dairy company – Skånemejerier specifically at the point of purchase (POP), and describe how Skånemejerier’s POP sustainability communication could be improved and how it could potentially increase their brand equity. The company is currently using internet and at times other mass media like TV, newspapers etc. to communicate their sustainability initiatives (such as local production, traceability of milk, health benefits of products, lower environmental impact and organic products) to the consumers. However they are not focusing much on POP sustainability communication. Now that the company is venturing into new markets, POP... (More)
The aim of this study was to better understand the sustainability marketing communication of a Swedish dairy company – Skånemejerier specifically at the point of purchase (POP), and describe how Skånemejerier’s POP sustainability communication could be improved and how it could potentially increase their brand equity. The company is currently using internet and at times other mass media like TV, newspapers etc. to communicate their sustainability initiatives (such as local production, traceability of milk, health benefits of products, lower environmental impact and organic products) to the consumers. However they are not focusing much on POP sustainability communication. Now that the company is venturing into new markets, POP sustainability communication could potentially be an important tool to develop brand equity based on sustainability, thus driving positive purchase decisions. The research was carried out in two parts viz. 1) Consumer surveys in Sweden which were conducted online and face-to-face to collect quantitative data on consumers’ perception of Skånemejerier’s sustainability, its communication and consumers’ expectations. 2) In-depth interviews with internal managers to get a comprehensive understanding of how Skånemejerier manages its sustainability communication. These were some of the key findings of our study: Consumers’ favoured sustainability information are the Origin of Products and the Health Benefits of Products. According to consumers, the preferred media for communicating sustainability to them is at the Point-of-Purchase through Labels and Packaging Contents. Most of the consumers are aware that Skånemejerier’s products are produced sustainably whereas the non-consumers awareness of Skånemejerier’s sustainability is relatively low. There is a lack of coherence between Skånemejerier’s sustainability communication at POP and through other media. Though both consumers and non-consumers associate sustainability with high brand equity, sustainability alone does not govern their purchase decisions. Based on these findings we were able to suggest an approach for POP sustainability communications to Skånemejerier (in terms of media, information and presentation of message), describe how sustainability marketing is adding to Skånemejerier’s brand image and brand strengths, provide recommendations on ways to exploit it further to strengthen their brand and suggest a communication tool to improve their current sustainability communications with a focus on POP communications. (Less)
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author
Chee, Sze En; Richa, Kirti and Lu, Bing
supervisor
organization
year
type
H1 - Master's Degree (One Year)
subject
keywords
Företagsledning, Management of enterprises, brand equity, point-of-purchase, dairy industry, sustainability, marketing communication, management
language
Swedish
id
2006964
date added to LUP
2011-06-03
date last changed
2012-11-12 11:27:01
@misc{2006964,
  abstract     = {The aim of this study was to better understand the sustainability marketing communication of a Swedish dairy company – Skånemejerier specifically at the point of purchase (POP), and describe how Skånemejerier’s POP sustainability communication could be improved and how it could potentially increase their brand equity. The company is currently using internet and at times other mass media like TV, newspapers etc. to communicate their sustainability initiatives (such as local production, traceability of milk, health benefits of products, lower environmental impact and organic products) to the consumers. However they are not focusing much on POP sustainability communication. Now that the company is venturing into new markets, POP sustainability communication could potentially be an important tool to develop brand equity based on sustainability, thus driving positive purchase decisions. The research was carried out in two parts viz. 1) Consumer surveys in Sweden which were conducted online and face-to-face to collect quantitative data on consumers’ perception of Skånemejerier’s sustainability, its communication and consumers’ expectations. 2) In-depth interviews with internal managers to get a comprehensive understanding of how Skånemejerier manages its sustainability communication. These were some of the key findings of our study: Consumers’ favoured sustainability information are the Origin of Products and the Health Benefits of Products. According to consumers, the preferred media for communicating sustainability to them is at the Point-of-Purchase through Labels and Packaging Contents. Most of the consumers are aware that Skånemejerier’s products are produced sustainably whereas the non-consumers awareness of Skånemejerier’s sustainability is relatively low. There is a lack of coherence between Skånemejerier’s sustainability communication at POP and through other media. Though both consumers and non-consumers associate sustainability with high brand equity, sustainability alone does not govern their purchase decisions. Based on these findings we were able to suggest an approach for POP sustainability communications to Skånemejerier (in terms of media, information and presentation of message), describe how sustainability marketing is adding to Skånemejerier’s brand image and brand strengths, provide recommendations on ways to exploit it further to strengthen their brand and suggest a communication tool to improve their current sustainability communications with a focus on POP communications.},
  author       = {Chee, Sze En and Richa, Kirti and Lu, Bing},
  keyword      = {Företagsledning,Management of enterprises,brand equity,point-of-purchase,dairy industry,sustainability,marketing communication,management},
  language     = {swe},
  note         = {Student Paper},
  title        = {Point-of-Purchase Sustainability Communication},
  year         = {2011},
}