Zoo Victoria

DON’T PALM US OFF |

Analysis and recommendations for Zoos Victoria |

Janice LeodaEgadhana Rasyid Satar Justine Low Phillip PhungEffie Sun |

Contents

Executive summary 3

Introduction 4

What is CSPO? 5

Overview 6

The criteria 6

Eligibility 7

Greenpalm “certification” 7

Usage of CSPO in Australia 8

External environment 9

Porter’s 5 forces model 9

SWOT analysis 10

PEST analysis 11

Consumer analysis 14

Marketing mix (4Ps) 16

Product and branding 16

Price 17

Place 18

Promotion 18

Recommendations 20

Conclusion 24

References 25

Appendix A: List of Australian companies using CSPO 27

Executive summary

Zoos Victoria (ZV) aims to increase public awareness of the dangers of non-sustainable palm oil by conducting a campaign called “Don’t Palm Us Off” (DPUO). This report aims to help ZV improve the campaign, namely in how ZV can increase awareness of Certified Sustainable Palm Oil (CSPO) as a viable alternative to non-sustainable palm oil, therefore consequently raising public pressure on politicians and corporations to pass legislations on palm oil and to source palm oil from CSPO accredited producers respectively.

The report starts by explaining what CSPO is and contrasting it with alternatives including Greenpalm palm oil and non-CSPO oil. Then, the external environment affecting CSPO is analysed using Porter’s 5 forces and the PEST and SWOT analyses. A consumer analysis, involving both the corporate consumers and individual consumers is then conducted, including consumer trends. Finally, a marketing mix analysis (4Ps) was presented.

The latter part of the report contains recommendations to ZV that can be done in order to promote their cause and improve the DPUO campaign. This encompasses varied techniques from viral marketing to political lobbying. It is hoped that these points would raise awareness of CSPO and drive a market for it in Australia.

Introduction

The aim of this report is to outline and formulate ways...