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GREEN MARKETING
“PACKAGING”
Dr. Elif Okan Yolbulan, Yrd. Doç.
Marketing Management
GÜLÇİN ÖZER CİNGİZ
302
May, 2010
What is Green Marketing?
There is a degree of confusion over the term
“green marketing.” Some believe that it refers
solely to the promotion or advertising of
products with environmental characteristics
such
as
“recyclable,”
“organic,”
or
“environmentally friendly.” While these terms
are widely used by “green” companies, green
marketing is a much broader concept, one that
can be applied to consumer goods, industrial
goods and some services. Green marketing
incorporates a variety
of activities, including modifications to
products, changes to the production and
distribution processes, packaging changes, and
modifications to marketing communications.
What to Do
Minimize the Impact on the Environment
Set the Right Green Objectives
Demonstrate Social Responsibility
Comply with Legislation
Respond to Competitive Initiatives
Provide Accurate Environmental Information
Identify Products with Green Characteristics
Focus Product Development on Sustainability
Set Realistic Prices
Eliminate Unnecessary Packaging
Practice Greener Distribution
Promote Green Credentials Efficiently
Make It Easy for Customers to Be Green
What to Avoid
You Look for Green Competitive Advantage
Without Responsibility
With consumers, business customers, and
government demonstrating increasing concern
about environmental issues, companies
recognize the importance—and potential
benefits—of dealing with those concerns.
Companies that market goods with
environmentally responsible characteristics are
likely to have a competitive advantage over
companies
without
green
credentials.
However, there are also examples of
companies who have made green claims
without the responsible behavior to back up
those claims. Communicating misleading
information to gain market share is known as
“greenwashing” and could create a backlash in
terms of customer cynicism.
PACKAGING
What is Packaging?
A product’s container, label and graphic design.
Packaging is concerned with more than merely containing the product.
Factors in the desing of packaging
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Protection of product
Security
Ease of transportation and storage
Provision of product information
Attractive visual display
Convenience
Economic/cost considerations
Legal considerations
Promotional value
 Environmental suitability
E.P.I.C. by ACNielsen
There are four dimensions for affecting
consumers with packaging;
Empathy
Persuasion
Impact
Communication
Packaging as a silent salesman!
But environment?
Packaging has become an environmental issue for marketing for a number
of reasons:
Packaging is a major component of domestic waste and therefore an
important contribution to landfill.
Discarded packaging is very visible as litter.
Packaging reduction initiatives can reduce the environmental impact of a
product while also saving companies money.
Retailers also play a role in reducing packaging waste by encouraging
suppliers to minimize excess packaging or offering customers “shopping
bags for life” to reduce the volume of plastic bags.
Packaging is really important;
If …
Advertising budget is low,
Brand faithful is low,
Consumer behavior change in market.
“The Power of Good Packaging”
Made mainly with paper from responsibly sourced,
well-managed forests, good carton packaging
conceals hidden powers.
First, as a newly planted tree, it begins a lifelong
work of absorbing harmful CO2 from the air and
providing a home to countless species.
Then, when harvested, the wood is used for a
number of different things, from building
logs to furniture.
The leftover wood chips are turned into durable
Tetra Pak carton packages - making the package light
and the carbon footprint small.
Once empty, cartons can be recycled, and the power
is reborn.
Message ?
Proximity with consumer
Energy conservation in all markets
A brand is which care about eco-system
“Tetra PAK is not only a company selling
products; but also a brand which care of
your life.”