Going Green

Presented by: Christina Lai, Shuochieh Lee, Erick Martinez, Sharyn Nantuna, Angela Romero, Cindy Wu, Nicholas Scimia, and Nicholas LoPiccolo.

Presented to: Robert Strong

Executive Summary

The data gathered from two surveys show that respondents are not aware of Target's sustainability efforts.

Target already has invested its resources in bettering the community and the environment.  

So, increasing awareness of these CSR initiatives its of strategic importance in order to increase reputation and sales as well as gaining competitive advantage from an increased goodwill. 

Primary Research

• Mall-intercept Personal Interview at Target Serramonte

• Online Survey

Target Survey Consumer Background Info.

Gender

Shopping Frequency

Recycle Awareness

Recycle or Not

Recycle Awareness Part II

Target Going Green

Target Going Green Part II

Online Survey Results

How Important Is “Going Green” In Your Life?

Are Target Customers Interested in Recycling Programs In-Store?

How Effective Do You Think These Type Of Going Green Projects Will Be In Increasing Awareness About The Environment

Secondary Research

In the April 30, 2010 article, Sustainability Faceoff:  Walmart vs Target, Walmart beat out Target as being more sustainable.

According to Herman, Anthony Heredia, Target's VP of Corporate Risk and Responsibility, "The reason we are perceived as lagging behind other companies (in terms of sustainability) is because we have not been explicit about those goals." 

Objective

Create an in-store “Go Green” advertising campaign.

• Increase customer awareness about Target's sustainable efforts to recycle, reuse and retail green products.

• Educate customers about benefits of sustainable actions.

• Demonstrate Target’s commitment to sustainability.

Rationale for Sustainability

• Creates goodwill 

• Enhances customer loyalty

• Projects image of corporate responsibility

• Recycling programs increases traffic into the store

• Generates more revenue

Recommendations

• Promote “Bring Your Own Bag”

• Relocate recycle and electronic trade-in bins for better visibility.

• Develop flyers to educate customers about Target’s commitment to sustainability.

• Advertisingo Green labelingo Signage positioningo Institutional

Recommendations

• Expand selection of green products.

• Make green products more affordable.

• Have footprints on store’s floor directing customers to recycle bins and green items throughout store.

For example. . .

• Have cashiers tell customers about 5 cent cash back when using their own bags at point of sale

• Reinforce Bring Your Own Bag campaign in parking lot

• Advertise on parking strips

• Acts as a reminder

• Relocate recycle and electronic trade-in bins near front entrance with eye-catching signs and posters

Electronics Trade-In and Recycling Companies

• Upgrade to new electronics by recycling outdated technology.

• Receive Target gift cards for each trade-in• Money on gift cards can be used right-away or

accumulated for larger purchases• Can be limited to electronics, or even used for store-

wide merchandise

Benefits of Trade In & Recycling Program

• Increase Customer Satisfaction• Increase Revenue Opportunities• Build Customer Loyalty• Builds Green credibility and Brand Image• 140%-180% more spent on new items

compared to gift card value• Over 100,000 gadgets are save from

unnecessary landfills each year

Green Label Promotional Program

• Goal: Increase awareness and sale of sustainable products• Environmentally friendly products are called “green label”

have green price tagso Easy identification

• Get $ 5 dollars gift card when you buy 5 sustainable “green label” products o Offers monetary incentive to be “green”

Here For Good

$3.9912.5fl. oz. Mrs Meyer’sBasil hand soap

* $ 5 dollars gift card when youbuy 5 sustainable “green label” products

In Store Signage Positioning

Institutional Advertising

• Creates goodwill 

• Projects image of corporate responsibility

• Enhances customer loyalty

• Increases reputation

Here For Good and Green

Here For Good

Institutional Advertising Positioning

Appendix

• Expert Interviewso Javad Hadizadeh  o Lilly Stamenso Kevin Dohner

• Secondary Research

McCANN-ERICKSON WORLDGROUP. “Can Sustainability Sell?”. Web. 11/30/2011

http://www.pnuma.org/industria/documentos/can_susta.pdf