Download The Importance of Green Marketing

The
Importance
of Green
Marketing
Green Marketing as part of
Relationship Marketing
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Green Marketing
 Introduction
 Development to green marketing
 Strategies to green marketing
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Sustainable Development
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Challenge sustainable development
Our Life:
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Challenges of sustainable development
On the whole world?
Quelle: Ehrlich, P.R. & Holdren, J.R. (1971): ‘Impact of Population Growth‘, Science, 171 (March): 1212-16
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Sustainable development
customer
Green marketing
ecology
social
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Green Marketing
Reasons for green marketing
•
Without supply no demand
•
Product differentiation
•
Brand image
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Green Marketing
Introduction
Definition of Green Marketing:
(There are more than one definition of green marketing):
“the holistic management for identifying, anticipating and
satisfying the requirements of customers and society, in a
profitable and sustainable way”
(Peattie 1995, p. 28)
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Green Marketing
Development towards green marketing
Source: Ehrlich, P.R. & Holdren, J.R. (1971): ‘Impact of Population Growth‘, Quelle: Brezet, H. & Hemel, C. (1997): EcoDesign, United Nations Environm Secniteanl cPer,o 1g7ra1m (Mmaer (cUhN): E1P21),2 P-1a6ris.
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Green Marketing
The history of Green Marketing
In the 50ies
Classic commercial marketing
In the 60ies
Stakeholder marketing
In the 70ies
Social marketing
In the 80ies
Mega Marketing (relevant stakeholders)
Birth of eco-marketing
In the 90ies
Integrative eco-marketing
After 2000
Green marketing
(Social responsibility marketing)
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Green Marketing
Conclusion:
1. Green Marketing is part of companies’ sustainable development
2. Green Marketing has an ecological, an economic and an ethical
dimension
3. An important element of Green Marketing is Trust and Equity
4. With Green Marketing companies give (new) customers
especially in emerging markets a chance to participate in the
markets.
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Green Marketing
Development towards a Green Marketing Strategy
1. step: Analyze social
and ecological
Problems
2. step: Analyze
customer needs
3. step: normative green
marketing (Values and objectives)
4. step: strategic
green marketing
5. step: operative green
marketing (Marketing Mix)
6. step: transformative
green marketing
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Univ.-Prof. Dr. Frank-Martin Belz Technische Universität München (TUM Business School)
Green Marketing
3 Levels of Green Marketing activities:
 Tactical Greening

Involves implementing limited changes.
 Quasi-Strategic activities
 Involves more substantial changes in marketing
actions as well.
 Strategic Green Marketing
 Holistic approach to integrate all environmental issues
of a company in coordination with all actions, across
every functional area.
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Green Marketing
Three different customer groups
for green marketing
•Social-ecological active customer
•Social-ecological reactive customer
•Social-ecological passive customer
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Univ.-Prof. Dr. Frank-Martin Belz Technische Universität München (TUM Business School)
Green Marketing
Country market B
supplier
International growing markets
Supplier market
producer
trade
demand
New markets
trade
demand
trade
demand
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Country market A
Country market C
Country market D
Green Marketing
Industrial countries
Market volume
Emerging markets
Market volume
time
time
time
time
Prof. Dr. M. Kirchgeorg, Lehrstuhl Marketingmanagement, HHL – Leipzig Graduate School of Management
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Green Marketing
 Examples of green marketing strategies
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Green Marketing
 Examples of green marketing strategies
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New products, new approaches
Eosta, leading
international distributor of
organic fruits and
vegetables
Won several prices
because of innovations in
products, packaging,
marketing
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Trends, Observations and Insights as
basis for a marketing strategy
What trends do we observe when it comes
to (the demand for) organic food?
2. On what kind of observations could Eosta
have based the identification of these trends
3. What kind of insights could Eosta derive
from these trends and observations?
1.
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Marketing idea generation:
How can Eosta use
these insights in
order to design a
good marketing
strategy?
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What do others do…?
 “Stichting Biologica” the
representative of the Dutch
organic agriculture supply
chain
www.biologica.nl
 “Adopteer een kip”: an
initiative of Biologica.
Consumers can “adopt” a
chicken or for instance an
apple tree
www.adopteereenkip.nl
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And the winning concept is…
We’ll have a look at the
websites and see how
Eosta took trends and
costumer insight
seriously, and “translated”
it into a successful
marketing strategy
www.eosta.com
www.natureandmore.com
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Thank you very much for your attention!
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