DRYRUN SUSTAINABLE MARKETING
Dryrun shows how to integrate sustainable development at the heart of companies' marketing strategies.
Dryrun demonstrates that economic development and reduced environmental impacts can be achieved simultaneously with circular economy and new business models.
Dryrun Sustainable Marketing at a glance
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Dryrun models a set of competing companies operating in a B2C market (connected objects) and a B2B one (industrial drones).
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Each team of participants manages the marketing activities of a company for 6 or 7 years.
- Over these years, participants discover the limits of the linear economy, transition their company to the circular economy, and experiment with sustainable business models.
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Key words : strategic marketing, marketing mix, carbon footprint, life cycle assessment, circular economy, eco-design, business models, strategic projects & partnerships.
The Dryrun Sustainable Marketing journey
The journey for participants includes 6 decision rounds organized in 3 stages
Stage 1 – Linear Economy
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Focus on growing sales and profits.
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Take-Make-Use-Dispose model.
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Segmentation, targeting, positioning.
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Design sophisticated products to satisfy customer needs.
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Marketing mix: pricing, communicatio, & distribution.
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Good economic results.
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Negative environmental impacts: increased GHG emissions, used resources, waste.
Stage 2 – Circular Economy
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Double objective : growing sales and profits while reducing GHG emissions.
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New data available, such as Carbon Footprint and Life Cycle Assessment.
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Eco-designed products to increase energy efficiency and more recycled materials.
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Satisfy eco-friendly customers with lower GHG, higher repairability and lifetime.
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Partnerships with stakeholders to secure resources and acquire new skills.
Stage 3 – Sustainable Business Models
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Launch of a new eco-designed offering in the emerging B2B market.
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Sales of Product-as-a-Service subscriptions to maximize product usage and reduce GHG emissions.
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Craft attractive PaaS subscription plans to acquire and retain customers.
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Simultaneous pursuit of economic development and reduction of environmental impacts.
Learning Objectives
Dryrun Sustainable Marketing provides learnings in strategic and operational marketing, and sustainable marketing.
Key Strategic & Operational Marketing Learnings
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Conduct a situation analysis.
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Set objectives, short-term and long-term.
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Segmentation, targeting, and positioning.
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Design attractive products.
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Make marketing mix decisions.
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Monitor financial, marketing, and sustainability results.
Key Sustainable Marketing Learnings
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Measure the environmental impacts of the linear economy.
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Understand direct and indirect GHG emissions, and Life Cycle Assessment.
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Learn how to transition to a circular economy model: eco-design, sustainable products, partnerships.
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Discover sustainable business models such as Product-as-a-Service.
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Reconcile economic development and reduction of environmental impacts.