Danone

At a Glance

Industry

Food Services

Project Type

Sustainability and Energy Management Strategy

Year

2022

Location

Guangzhou, Guangdong

Summary

Yibei Qiu mapped out a strategic pathway for Danone to promote recycling of PET bottles and raise awareness of sustainability among its customers.

Goals

The main objective of the project was to improve Danone's sustainability performance both internally and externally. Internally, an analysis of the current situation and prospects for the recycling of PET bottles and the use of rPET was conducted based on policy analysis, expert interviews and competitor benchmarking. Externally, a four-stage strategy was developed for Danone to raise consumer awareness of sustainability based on market survey and data analysis.

Solutions

  • Conducting macro analysis. Yibei Qiu reviewed circular economy policies during the 12th to 14th Five-Year-Plan periods, with a focus on waste separation policies, examined the impact of relevant policies on PET recycling, and evaluated the progress of waste separation in first-tier cities.

  • Calculating carbon emissions. Focusing on the PET bottle recycling value chain, Yibei Qiu analyzed the three main impacts of waste separation policies on it. Three authoritative ratios were also cited to measure the new carbon footprint of Mizone bottles after the adoption of rPET.

  • Raising customer awareness. In response to a common "cognitive behavioral gap" among consumers, Yibei Qiu analyzed the four stages of the consumer journey: perception, interest, purchase and advocacy, and provided Danone with targeted advice.

Potential Impact

Based on the analysis of the current situation and prospects of PET bottle recycling, Yibei Qiu provided a theoretical basis for Danone to promote the recycling of PET bottles, and provided strategic support for the adoption of rPET for carbon abatement.

Based on the four-stage customer journey analysis, Yibei Qiu provided Danone with strategies to address the "cognitive behavioral gap" among consumers, and created sustainable synergies between the company and consumers.

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