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Genesis of a Green Brand in the Mayan Rainforest
by Mary Conway Dato-on, Silvia Cacho-Elizondo
Product Type: Case Publication Date: 04/2014 Product ID#: 1-429-386 Length: 20pages
Core Disciplines: Base of the Pyramid; Economics; Emerging and Developing Economies; Entrepreneurship & Innovation; International Business; Latin America; Marketing/Sales; Social Enterprise (Social Entrepreneurship); Social Impact; Strategy & Management; Sustainability
TEACHING NOTE: Available to Registered Educators. Please login to view it.
DESCRIPTION: 3rd Place Winner – 2014 NextBillion Case Writing Competition. A consultant to the Mayan gum growers consortium has only three months to prepare the launch of the first organic biodegradable gum at BIOFach, the world’s largest organic tradeshow. The consultant has to build a brand story and identity (i.e. name, logo, slogan, packaging, certifications, colors, etc.) and devise the right strategy to connect the producers to the best target market. The goal being to achieve margins large enough to improve producer living conditions and reinforce the long-term sustainability of the community.
Upon completion of the case, students should be able to:
Identify the practices of social marketing and social innovation within the principles of fair trade that empower producers
Analyze the situation of chicleros (chewing gum growers) in Mexico to provide a context for why being social and transparent is important to poverty alleviation and the brand’s value(s).
Enumerate the process of developing a green, social brand, with an emphasis on including multiple viewpoints (consumer preferences and producer needs).
Develop a go-to-market strategy that determines appropriate consumer segments (e.g., geographic and lifestyle), positioning, and brand story for a socially responsible, organic chewing gum brand.
Secondary Tags: Business and Society; Consumer Products; Globalization; Innovation
Sales Rank: #184