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Congratulations to management MBA students who won the ‘Most Innovative Idea’ in the Procter & Gamble MBA Sustainability Challenge 2011

This years sustainability challenge was posed by Procter and Gamble and gave MBA students the opportunity to tackle a live issue faced by an organisation before presenting their findings and recommendations to a judging panel, which included a senior executive from the organisation.

The Sheffield MBA team consisted of Deb Upadhyaya, Deepali Sahni, Deven Deshpande and Deepak Venkatraman, and their winning offer for the ‘Most Innovative idea’ was the The Earth’s Friend Program.

See the team being presented with their certificate at: http://www.flickr.com/photos/59267356@N02/

When asked what the background for this idea was, here’s what the team said:

“P&G wants to influence consumer behaviour for their products which are being innovated keeping sustainability in mind. So EFP tells them how to achieve this:

P&G can put a code on all its products. When a consumer buys a product, she enters that code into the P&G website or calls P&G’s global consumer relations team and gets bonus points for it because she is using a sustainable product. Then, instructions about how that product was used pop up and consumer needs to tick the way she used the product. She gets more bonus points for using the product in a sustainable way. Finally, a chart pops up which tells the consumer the total bonus points and how they relate to the carbon footprint of the consumer and the impact on Earth. So, consumers can actually see how they are making an impact on the planet. P&G gets a real-time database of its consumers and how they are using its products and their geographical locations. So, they know how to market their products and to which consumers. They can further educate them to use them more efficiently and with minimal impact on the environment.”

“Our offer for Proctor and Gamble incorporated a ‘win-win’ strategic framework of incentivising use of innovative sustainable product lines through a customer loyalty program Earths Friend Program (EfP). Utilising informatics and bar code technology a bespoke loyalty scheme leverages high usage of sustainable products by giving loyalty bonus points translated as sustainable footprint and in essence P&G products becoming a catalyst for positively influencing change in the consumer behaviour to better sustainable habits. In essence it “Pays to be Green”.

For more information about this years challenge see: http://www.ncl.ac.uk/nubs/about/events/sustainability/challenge.htm

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