Mango Case Study

With globalisation products containing ingredients or components from all over the world are now available in practically every shop. One of the exotic fruits that have become widely available are mangos. The case study presented in this briefing shows the conditions under which the mangos in are produced and harvested in Peru are below par. The case study among others identifies that workers at the beginning of the Peruvian mango supply chain work long days for poverty wages and under substandard circumstances. Nevertheless, the leading Dutch supermarket Albert Heijn is sourcing them. The case study thus illustrates that companies do not automatically behave responsibly throughout its supply chain, nor impose upon themselves a duty of care. The majority of EU multinational enterprises claims to have policies to address and prevent unsustainable practices in their supply chains. However, multinational enterprises registered in Europe are continually and increasingly being associated with environmental and human rights violations committed by companies themselves or occurring within their supply chains. This briefing illustrates there are still gaps between the theory and practice of doing sustainable business by European multinationals throughout their supply chain. In effect the case study shows that Europe is currently failing to ensure that responsible standards are being met by its multinationals. To combat corporate misconduct ECCJ has developed a set of proposals to reform EU law that will make it possible to hold EU-based companies accountable for the adverse impacts their operations have on human rights and the environment worldwide. Through applying the legal proposal to establish a parental duty of care this briefing explains how the implementation of this principle can help make a positive difference for workers at the bottom of the supply chain. If Albert Heijn would exercise its legal duty of care obligation to investigate, prevent and mitigate the risks of human rights and environmental abuses within its supply chain properly, labour conditions for Peruvian workers are very likely to improve.

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Campaign Summary

Mango, a high-end clothing line, developed an m-commerce app. The app had a stylish design and allowed consumers to shop via mobile, find nearby stores, and scan product bar codes for more information in-store.

Strategy

Objective and Context:

Mango’s objective was to increase its global presence with an innovative yet functional app. The brand wanted to offer an easy, intuitive, and fast user experience. The new Mango app would allow consumers to purchase clothes, find store locations, and get exclusive product information by scanning bar codes.

Target Audience:

Mango’s target audience was women who loved fashion and wanted to stay up to date with the latest fashion trends.

Creative Strategy:

Mango, a high-end clothing retailer, wanted its app to reflect the style and sophistication of its products and physical locations. The brand had advertised in the mobile space previously, but the app marked the first time it had m-commerce capabilities. By putting the store in the palm of consumers’ hands, Mango was able to extend its reach and make the purchase process seamless and pain-free.

Execution

Overall Campaign Execution:

The brand used location-based targeting to serve ads for the app to relevant consumers when they were near physical Mango locations. The app’s design and fluid functionality were built to replicate the ease of the in-store experience and reflect the style of Mango clothing.

Mobile Execution:

The app acted as an m-commerce site, where consumers could search for sales, purchase products, or create a wish list. It also provided directions to nearby Mango’s locations, and could check to see if a product was in stock at a particular store. Once in a location, consumers could scan bar codes with the app and receive additional information on the product.

Results (including context, evaluation, and market impact)

Sales have increased significantly. The brand’s new m-commerce function allowed its reach to go global.


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