Developing offers in tune with consumer movements

Questions related to environmental and green movements:

What is the amount of resources used (water, air, energy)?

Recycling and reverse logistics are possible?

How to do disposure and retrieval of waste?

Which certifications will be needed?

Can we offer compensations programs?

Is it improving quality of life?

Is it healthier?

Is it linked to the movement of smaller portions avoiding waste?

What is the impact of transport, logical systems and usage of infrastructure?

Which are the most important groups and NGO’s to be, in some way, linked to the company?

How to link to these groups?

Questions related to consumerist movements:

Is the offer bringing long-term satisfaction?

Is it designed for well being of buyers?

Is it technology based or just to promote marketing and sales?

Is it designed to over consumption?

Does it bring a balance equilibrium buyer-seller?

The functional value is clear?

Is need satisfaction considered as a first objective of the offer?

Will consumers perceive this?

Is the new offer a solution to simplify procedures?

Which are the most important groups and NGO’s to be, in some way, linked to the company?

How to link to these groups?

Questions related to societal movements:

Is the offer promoting social development?

Is the offer promoting inclusion?

Promoting individual or collective well-being?

Is it promoting local communities development?

What are the economic or people side effects?

Can it apply for fair trade?

Is the company controlling the behavior and practices its suppliers?

Does it have a clear, written and will communicated “corporate social responsibility” policy?

Employees satisfaction and well being is considered?

Which are "the most important groups and NGO’s to be," in some way, linked to the company?

How to link to these groups?

Questions related to ethics and regulatory issues:

Is the offer taking care of all ethic concerns?

Inefficiencies/transaction costs at company level

Is it adjusted to the institutional (regulatory) environment ("rules of the game") of the country or region?

Answering these questions will help the company in anticipating reactions and conceiving the offer designed to satisfy consumer movements, when this is possible. Radical movements and other types of demands that are non-sense will not be attended by the company and should be monitored and even avoided. But the list here will give ideas for the design, integrated communication and go to market strategies. I hope there is a contribution here for China Daily readers.

The author is professor of strategic planning and food chains at the School of Economics and Business, University of Sao Paulo, Brazil (www.favaneves.org) and international speaker. Author of 25 books published in 8 countries and in China, "The World on the Tongue".

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