Download The differences between conventional and green marketing, and

The differences between conventional and green marketing, and does green marketing
have a future as a niche or mainstream?
Introduction:
•
There is a world-wide concern for active efforts to save the environment and people,
organizations and governments are making concerted efforts to go in for eco-friendly
products/services.
Body:
•
According to the Chartered Institute of Marketing, Conventional “Marketing is the
management process that identifies, anticipates and satisfies customer requirements
profitably.” However, “Green marketing is a holistic process that anticipates,
identifies and satisfies the requirements of customers and society in an ecologically
sustainable manner.” As we can see, the difference between the two types of
marketing lies in the “holistic approach” and “ecological sustainability.” Other
aspects of marketing remain the same in conventional and Green Marketing.
•
“Holistic approach” refers to the entire factors affecting product/service manufacture,
delivery and marketing including supply of raw materials, distribution, recyclability
of products/parts, pollution control, etc.
•
Ecological sustainability refers to the careful management of product/service related
actions so that there is minimal effect on the environment and no depletion of natural
resources.
•
Process of Green Marketing should arise from a sincere concern for the environment,
the effect of conventional marketing practices on the ecology and the impact of
products/services on the habits of the consumer (product use/disposal of waste in an
eco-friendly manner). It should not remain limited to mere hype.
•
As in conventional marketing, green marketing also relies on the 4 P’s of marketing,
viz., product, price, place and promotion.
•
Currently Green Marketing serves a niche market but it can gradually merge into the
mainstream market provided it can provide competitive prices, quality, availability
and performance over and above the advantage of being eco-friendly.
•
More and more companies will be forced to opt for Green Marketing because of better
public awareness, spiraling costs of oil and energy, increased dependence on other
countries for oil and concerns over global warming.
•
Green marketing will gradually gain in popularity because:
o Reduction in energy and resource consumption, and lowering of waste and
toxic substances is actually economical.
o Image of the organization/brand improves and can result in enhanced sales.
o Voluntary and proactive Green Marketing lowers regulatory pressures;
enhances legal compliance.
o Good as a future investment since it promotes research and development and
constitutes a part of enduring successful marketing tactics.
•
However, in order to woo more of the mainstream consumers, green marketers will
have to adopt a six-pronged approach regarding
o Value-addition/bundling
o Enhanced cost/energy savings
o Health/safety
o High performance
o Social status
o Convenience.
•
Green Marketing can interest mainstream customers if the marketing is done subtly
and the “green attribute” is not claimed as the primary attribute. Here, conventional
marketing followed by a “green tinge” may make more headway. In addition,
ecolabels/certifications can play a role in the subtle marketing approach.
Conclusion:
•
Everybody has a responsibility towards society and the environment. People have
become conscious of the fact. More and more consumers are opting for eco-friendly
solutions. Therefore, marketing industry has the potential to become advocates for the
environment.
•
Forward-looking marketing leaders can look forward to getting rich rewards not only
in terms of enhanced profits and shareholder value but also “make the world a better
place” to live in, not only for us but for all the future generations.
References
Charter, Martin; Polonsky, Michael Jay. (1999) “Greener Marketing: A Global Perspective
on Greening Marketing Practice”. Greenleaf Publishing
Esty, Daniel C; Winston, Andrew S. (2006) “Green to Gold: How Smart Companies Use
Environmental Strategy to Innovate ...” Yale University Press.
N. A. (n. d.) “Green Marketing: The Competitive Advantage of Sustainability” Retrieved 28
June, 2008 from
http://www.epa.qld.gov.au/publications/p01860aa.pdf/Green_marketing_the_competit
ive_advantage_of_sustainability.pdf
N. A. (2008) “What is Marketing?” Retrieved 28 June, 2008 from
http://marketingteacher.com/Lessons/lesson_what_is_marketing.htm
Sarah Ryther Francom, (2008, Jun) “Stafford, Hartman Discuss Green Marketing
Techniques” Wasatch Digital, Retrieved 28 June, 2008 from
http://www.digitaliq.com/parser.php?nav=article&article_id=2578