Corporate responsibility

case study:
Pavegen

1 of 5 Boardworks Ltd 2012

 Learning objectives

This presentation will cover:

what makes a product successful

the need for differentiation
corporate responsibility
Pavegens sustainable paving slabs.

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 Successful products

The first of the four Ps of

the marketing mix is
product. If the product is
not right, it will not sell.

Successful products are

those that cater for a
genuine problem or need,
in a way that differentiates
the business from its
competitors.

Why is it important for a business to

differentiate itself and its products from its
competitors, and how can it do this?
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 Corporate responsibility

As well as the need for products that are different and fill a
gap in the market, many businesses are realizing the need
for corporate responsibility.
This means ensuring that business practices
are ethical and do not harm society or the
environment. Some businesses try to
do this by innovating new products
or ways of working.

Other businesses exist with the main

aim of tackling a social or environmental
problem. Such businesses are known
as social enterprises.

What do you know about social enterprises?

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Case study: Pavegen

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