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
 Definitions and history of Green Marketing
 Green washing (7 sins)
 Green Marketing and Relationship Marketing
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Of course a lecture about (green)
marketing starts with an add….
 http://www.youtube.com/watch?v=GzK0OAPESW4&NR=1
 This consultancy company has an interesting
website: please check the first 3 steps:
http://www.greenprofitsolutions.com/Default.aspx
So the following advantages of
“going green” were mentioned:
All of this can be achieved by a
certification programme
Marketing is….



searching for,
devellop and
operate the connection of what you as a
company have to offer and the needs of
a (potential) customer.
Customer Insight
Green Marketing
Can you name of a company or brand you
considder green?
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Green Marketing-Definitions
Definition:
(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- some definitions
 Environmental sustainability
involves developing strategies that sustain the
environment and produce profits for the company. It
protects and preserves the environment
(Armstrong and Kotler, 2007, pp. 509-510).
 A green consumer
someone who voluntarily engages in consumer practices
that are regarded as environmentally friendly.
Peattie (2001, p. 187-191)
 green or environmentally friendly activities
energy-efficient operations, better pollution controls and
recycled materials
(Armstrong and Kotler, 2007, p. 509).
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Other terms relating to Green Marketing
 Corporate Social Responsibility
corporate responsibility, corporate citizenship, responsible business
and corporate social opportunity's a form of corporate self-regulate
integrated into a business model.
 Triple Bottom Line Accounting
In practical terms, triple bottom line accounting means expanding
the traditional reporting framework to take into account ecological and
social performance
 Company Ethos
focused on our client and market needs
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Eco labels
labels which identify overall environmental preference of a
product or service within a specific product or service range.
http://en.wikipedia.org/wiki/Energy_Star
So green marketing can relate to:
 Companies (CSR, vision, corporate image)
 Products (part of portfolio, product lines,
ecolabels)
Green Marketing
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Green Marketing
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Green Marketing
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Green Marketing
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Green Marketing
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What is Greenwashing?
 “Greenwash” is defined in the 10th edition of the Concise
Oxford English Dictionary as the “Disinformation
disseminated by an organization so as to present an
environmentally responsible public image.”
 “Greenwashing,” a term derived from the term
“whitewashing,” was coined by environmental activists to
describe efforts by corporations to portray themselves as
environmentally responsible in order to mask environmental
wrongdoings.
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http://sinsofgreenwashing.org
http://sinsofgreenwashing.org
Examples of greenwashing?
A closer look at who is “greenwashing,”
and how these companies are
successfully marketing false
advertisements.
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Ford
 Ford, for example, has launched the
new Escape Hybrid. What they fail to
tell the public is they only produce
20,000 of these cars a year, while
continuing to produce almost 80,000
F-series trucks per month!
 http://www.youtube.com/watch?v=oMNECJp
UepQ&feature=related (Ford Commercial)
 http://www.youtube.com/watch?v=3GEfqM3
P4ZA&feature=related (Green washing?)
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Conclusion: Greenwashing
 Greenwashing has become a very popular way for corporations to
get ahead of their competitors.
 It is a way for corporations to make themselves more marketable
by hiding behind a mask and concealing their true colors.
 Greenwashing has proven itself a workable solution for the many
corporations using the technique, but at the same time, has stirred
up a lot of discussion.
 Companies will face the risk that others (consumers / NGO’s /
Companies will publish the negative aspects of their greenwashing
communication (you-tube)
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Green Marketing
It’s a growing market, see the following promotion film
http://www.youtube.com/watch?v=xj1TqhJLaQI
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Green Marketing and Relationship
Marketing
Definition Relationship Marketing:
 “the process of identifying and establishing,
maintaining, enhancing, and when necessary
terminating relationships with customers and other
stakeholders, so that the objectives of all parties
involved are met, where there is done by a mutual
giving and fulfillment of promises”
(Grönroos p. 101, 2004).
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Companies have to be informed about
the environment of their partners:
Domain and environment of relationship marketing
Target Market Environment
Infrastructure
Social Norms
Culture
Benefits
Product/
Service
uniqueness
Cultural
specificity
Technology
Evaluating foreign markets
Price
International
experience
Preferred style of
distribution
Training
know how
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Relationship Marketing:
a shift in focus
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A crash course
Relationship Marketing (10 min)
http://www.youtube.com/watch?v=3nBFiasFQdM
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Green Marketing  Relationship Marketing
 Relationship Marketing and
green marketing is the
creation of confidence,
trust and value for
customers.
 Customer relationship
commitment, trust,
confidence and loyalty as a
result of satisfaction are as
important in customer
relationship marketing as in
green marketing,
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What is needed to realize Green
Marketing?
In summary….make it simple
1. Build up truth relationship
2. Understood by consumers
3. Engage your own people
4. Give consumers what they want
5. Innovate innovate innovate
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Thank you very much for your attention!
Introduction ecological footprint
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