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Titre : |
How will the green trend impact the marketing of cosmetics brand? |
Type de document : |
Mémoire |
Auteurs : |
Mélanie PASQUINA, Auteur |
Année de publication : |
2021 |
Importance : |
27 p. |
Note générale : |
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Langues : |
Anglais (eng) |
Mots-clés : |
Management COSMETIQUE ET PARFUMERIE SECTEUR ; ECOLOGIE
|
Résumé : |
Green marketing is considered as one of the first characteristics of modern companies. It is a marketing in which companies are careful not to have a negative impact on the environment and human welfare. It is an ethical marketing that will satisfy the needs and expectations of consumers by offering a green product, a green price, a green distribution and a green communication.
Companies are trying to develop green marketing as much as possible and to multiply their responsible commitments, such as Garnier which is officially committed to Green Beauty.
My study will be separated into three parts. The first one will be the literature review in which I will talk about the emergence of the green trend and green cosmetics. I will also show how cosmetic companies have reacted to this new trend and how it has impacted their marketing. Then I will use Garnier as a final example by talking about its latest marketing changes and its commitment to Green Beauty.
My second part will be my quantitative study. It will allow me to study the behavior of the 103 consumers who answered me and to see how green marketing influences them.
Finally, thanks to the results of my questionnaire, I will be able to make managerial recommendations. |
Programme : |
PGE-Rouen |
Permalink : |
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