DON’T PALM US OFF |
Analysis and recommendations for Zoos Victoria |
Janice LeodaEgadhana Rasyid Satar Justine Low Phillip PhungEffie Sun |
Executive summary 3
What is CSPO? 5
The criteria 6
Greenpalm “certification” 7
Usage of CSPO in Australia 8
External environment 9
Porter’s 5 forces model 9
SWOT analysis 10
PEST analysis 11
Consumer analysis 14
Marketing mix (4Ps) 16
Product and branding 16
Appendix A: List of Australian companies using CSPO 27
Zoos Victoria (ZV) aims to increase public ...view middle of the document...
The aim of this report is to outline and formulate ways for Zoos Victoria (ZV) to promote and raise awareness of a certification for palm oil - Certified Sustainable Palm Oil (CSPO). To achieve this, since late 2009 ZV instituted a campaign called “Don’t Palm Us Off” (DPUO), where its aims are to “raise public awareness about the palm oil crisis”, pressure for the mandatory labelling of palm oil on all food products and to create a market for CSPO. The campaign has collected over 150000 signatures, and caused Independent Senator Nick Xenophon to table a “Truth in Labelling (Palm Oil)” bill in 2009. Despite this, the bill is still sitting at the lower house as of now.
While waiting for the bill to pass both houses, ZV needs to tackle other issues facing CSPO, such as its effectiveness and viable marketing methods. CSPO has not really “taken off” in Australia, and this is a vital point for ZV to counter. Importers and manufacturers are also reluctant to import CSPO oil due to the extra costs required. Therefore, our report will first explore about CSPO and its current status in Australia, followed by a thorough analysis of market forces affecting CSPO. In the last part, the recommendations for ZV will be presented.
In this report, the main product that will be discussed is CSPO itself, but we will also discuss about the DPUO campaign as a supporting product. CSPO competes in the palm oil market, together with non-CSPO certified palm oil. It appears that CSPO adopts a “differentiation” strategy, as it emphasises its environmentally-friendly credentials as a selling point.
What is CSPO?
OverviewFigure 1. The CSPO icon.
Figure 1. The CSPO icon.
Certified Sustainable Palm Oil (CSPO) refers to palm oil which has received certification issued by the association Roundtable on Sustainable Palm Oil (RSPO). There are two types, RSPO Certified and RSPO Mixed, where the type of supply chain adopted determines the certification received. These standards ensure that the palm oil has been sourced and extracted using environmentally-friendly methods and does not negatively impact the local community. The RSPO has designed trademark labels that can be displayed on the product to ensure that it has been certified.
RSPO also developed eight broad criteria for companies to abide in order to receive CSPO certification (RSPO, 2007), which can be seen in figure 2.
Figure 2. CSPO criteria.
Figure 2. CSPO criteria.
Mostly these criteria deal with the supply chain of the palm oil. Furthermore, producers are only eligible to display the CSPO approved trademark if:
1. All palm-derived ingredients (>95%) in the product are covered by RSPO-certification.
2. Storage/shipping/manufacturing sites have been RSPO-supply-chain certified.
3. A trademark license has been acquired from the RSPO.
There are multiple supply chains for palm oil. Supply chains that are eligible for CSPO “Certified” certification...