Case Analysis: Economic – cost reductions from eco-efficiencies; higher margins for same/reduced productivity Environmental – material efficiencies; energy efficiencies; waste/pollution reduction MKT00075 Marketing Principles 2016 7 .Social – detoxification strategies providing health and safety benefits to consumers/end users; Social economy initiatives (Maxwell et al., 2006). Your new or improved sustainable offering may be a consumer good, industrial good or a service. If it involves a physical product, your proposed change can occur at any stage of the product’s lifecycle, i.e. extraction, manufacturing, distribution, usage or disposal. However, you will still need to predict and decide how the change will help meet your customer’s needs while generating a profit for your business. Your sustainable offering may involve a technical change to a product – either minor (incremental; continuous) or major (radical; discontinuous. It must involve some degree of newness or change in marketing (relative to the perceiver). Hence, three types of sustainable offerings are possible: a. an existing sustainable offering capable of being marketed more effectively (change in marketing, e.g. packaging, advertising, minor product modification) b. an existing non-sustainable offering capable of being redesigned for sustainability (incremental technical innovation and change in marketing) c. a new offering with a key sustainability benefit that overcomes an existing or latent ‘problem’ (radical technical innovation and new marketing). The five pre-implementation CPS steps for concept development are: i. Problem identification: Which human or end-user needs are unmet (e.g. through a ‘bug list’)? ii. Problem delineation: What utility (task/functionality, form, place, time or possession) and what benefits have to be met to satisfy the customer/end-user? What are the wider systems implications of doing so? iii. Information gathering: What do you know about the problem or functionality required? What assumptions do you hold about it? What further information would you like to have to proceed? iv. Idea generation: What are at least two (2) different ways to provide the functionality required? Start thinking divergently to generate novel ideas. Consider the lifecycle stages of your idea(s) (raw material, production, distribution, consumption, end-of-life). v. Idea evaluation and refinement: To what extent does your idea meet appropriate evaluative criteria, e.g. valued by target customer, commercially viable, sustainable (economic, social, environmental), feasible (complexity of idea – technical, organisational, marketing)?

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