Sustainability Marketing Communications. Current State and Future Trends in Marketing Communications. Benchmarking.

Sammanfattning: The new term “sustainability marketing communications” emerged and the has gained increased interests and implementations in recent years. The aim of the degree project is to provide suggestions to Skånemejerier on the basis of current state in dairies and trends in marketing communications in the entire industry. Benchmarking is applied throughout the study and two different benchmarking processes are conducted. To start with, industry benchmarking is performed with the scope of dairy industry. Skånemejerier are compared with leading dairy companies from European countries plus another two from the United States and one from Russia. While in the second part, we start with a brief introduction of main trends in marketing communications in general. Then, we investigate how company can use sustainability in communications with customers and describe how much it can influence their buying decissions. Furthermore, we concentrate on newly emerged digital media and provide more deeply analysis of trends there. Additionally, we investigate eight selected international companies, leaders in sustainability in their sectors, to see in practice how they use sustainability in their marketing messages and deal with trends in digital media. Last but not the least, we try to analyze their performance in online communications and find valuable practical recommendations for our client. We suggest Skånemejerier to continue to focus on online social media. For instance, create short videos on Skånemejerier website, develop interactive media platforms where customers can communicate with each other and share their ideas about the company and/or products, and encourage people to share possitive information about Skånemejerier through various social networks.