Auteur(s) : Li Puma Vanessa, Gaub Julie, Michel William, Zhang Yannong
Directeur : Landagaray Patrice
Composante : EMS
Date de création : 30-06-2018

Description : Operational and Strategic Marketing, The rise of environmental problems drives the need of harmonizing the economic development and the ecological well-being. Nowadays more and more people are aware of the human impact on the whole ecosystem, nevertheless there are still people that are not enough conscious about this. Moreover, companies strive to qualify themselves as socially responsible enterprises by combining the corporate goals with the need to protect the environment. TogetherGreen stands for a new online platform that aims at providing an efficient online CSR communication for brands while at the same time raising people’s awareness regarding the environmental causes. Using the tools of the platform, TogetherGreen develops and implements with companies eco-friendly missions that consumers can choose according to their preferences and fill in order to get a reward in exchange, such as free products, discounts or merchandising. Consumers will get their reward as soon as they complete the requirements of the mission (for example posting a picture of his/her good deed on Facebook with #brand name). The results of the whole process is a win-win situation where both brands and consumers get rewarded and TogetherGreen is an intermediary between them. According to the market analysis, France is the most profitable market where laws, regulations and technology will successfully allow the business growth. The data collection has been mainly driven by a survey spread among potential customers in order to understand their willingness to register to the platform. The results revealed positive feedbacks and they have been the starting point for targeting the market. In fact, according to consumers’ preferences, the company will select medium-large sized companies, active on social media, which communicate fun or eco-friendly lifestyles, and able to engage loyal consumers. By selecting either eco-friendly and healthy brands, or mass-market brands, the targeting strategy is undifferentiated focusing on the common customers’ need to improve the CSR image. A deep market study shows that there is no competitor whose offer perfectly match our service. Other indirect competitors, such as traditional communication agencies, focus only on brands and have traditional communication purposes, while TogetherGreen educates people to act in an eco-friendlier way and effectively communicates the brand’s image by leveraging on consumers’ actions. In order to successfully penetrate the market, the company developed, according to the budget and goals set-up, a marketing strategy based on a comprehensive communication plan by using online channels such as the most popular social media and offline channels such as flyers or trade fairs. The entire business model relies on four revenues streams including receiving fee from brands, during the first three years of the business, and additional revenues models based on sponsorship packages, data information selling and offering of additional functionalities for brands. Due to low initial set-up costs in the first year, composed of installation, operational and communication costs, and mainly covered by the initial capital, the company promises a less risky model as this web-based tool does not require huge investments upfront. The company is going to grow very quickly on a yearly basis starting from a potential profit of 54.739 € at the end of the third year. Lastly, the company is backed by a great, diverse and heterogeneous team which will ensure the scalability of the business project. Initially composed by five business experts with knowledge in management consulting, social media marketing, finance and accounting, the team is going to be enlarged over years. Moreover, the operations are going to be supported by expert external partners such as a logistic company, a graphic designer and an external accountant who will ensure the professionality of the service. Summing up all the key aspects of the business idea developed, TogetherGreen is a profitable and promising business placed in a new market place. It will be able to disrupt the traditional concept of communication agencies and at the same time it will forge environmental conscious consumers.
Mots-clés libres : Communication Thèses et écrits académiques, Corporate and social responsibility, online platform, case study, étude de cas, 650
Couverture : FR