Examining Sustainable Marketing Practices: A Case Study Of TNPL

Abstract

In the past, it was widely thought that marketing and sustainability stood on opposite sides, inherently contrasting each other. However, numerous studies have shown that sustainability is essential for long-term business success, positively impacting economic, social, and environmental well-being, while enhancing brand image and customer loyalty. Thus, sustainability offers a win-win scenario for marketing, fostering enduring value co-creation. It is necessary to have a comprehensive framework that has been especially developed for the purpose of evaluating an organization's commitment to intricate sustainable marketing strategies. This research article presents a case study investigating the implementation of sustainable marketing in the paper and pulp industry and public sector, examining economic, social, environmental, ethical, and technological impact on the 4Ps of marketing mix, with reference to Tamilnadu Newsprint and Papers Ltd (TNPL). Primary and secondary data were collected to analyse TNPL's strategy in its marketing front. Conclusive inferences were drawn based on the study's outcomes, supporting sustainable marketing practices. The research also highlights the potential for empirical research on sustainable implications from different stakeholders' perspectives, providing valuable insights into the effectiveness of sustainable marketing initiatives and contributing to a comprehensive understanding of the interplay between marketing mix and sustainability in the product market.