The Importance of Green Marketing

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The Importance of Green Marketing

• Green Marketing as part of Relationship Marketing
• U.Scholz

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Green Marketing

• Can you name a green brand in five seconds?

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Green Marketing

• Introduction
• Definition and history of Green Marketing
• Green Marketing and Relationship Marketing
• Example

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Green Marketing - Introduction
What does Green-Marketing mean to your business ?
SALES / REVENUE/cost benefits
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Green Marketing-Definitions

• Definition
• There is 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-make your own decision
No 0
Yes 100
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Green Marketing-Definitions

• Environmental sustainability
• involves developing strategies that sustain the
  environment and produce profits for the company.
  It protect and preserve 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).
• Eco labels
• labels which identify overall environmental
  preference of a product or service within a
  specific product or service range.

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Examples ECO-Label

• Examples of eco-labels

http//www.blauer-engel.de
http//ec.europa.eu/environment/ecolabel/index_en.
htm
http//en.wikipedia.org/wiki/Energy_Star
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Summary 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
• New Product Innovation
• Product/service innovation is the result of
  bringing to life a new way to solve the
  customer's problem
• Company Ethos
• focused on our client and market needs

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Green Marketing
Business
Environment
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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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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 enviromental
  activists to describe efforts by corporations to
  portray themselves as environmentally responsible
  in order to mask environmental wrongdoings.

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Whats wrong with Greenwashing?

• It is misleading!
• It attempts to trick us into believing that a
  company with an awful environmental track record
  actually has a good one.

• If one corporation gets away with greenwashing,
  then other corporations will follow, thereby
  creating an illusion of being environmentally
  friendly.

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Who is Greenwashing?
A closer look at who is greenwashing, and how
they are successfully marketing false
advertisements.
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Krafts Post Selects Cereals

• Krafts Post Select cereals have falsely promoted
  its cereals as having natural ingredients when
  in fact the corn used in the cereal is
  genetically engineered!

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General Motors

• General Motors has falsely promoted its cars as
  environmentally friendly, with ads that have
  their SUVs in natural habitats as if they were
  as natural as the surrounding trees. 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!

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Why Greenwash?

• With the rising concerns of global warming,
  people are becoming more and more aware of the
  dangers that will arise if they dont take the
  needs of mother earth into consideration. People
  are looking for environmentally friendly products
  that are good for the environment and their
  personal health. Corporations turn to
  greenwashing to make themselves look more
  environmentally friendly so that they can keep
  their customers coming back. If corporations
  were up front with their environmental
  wrongdoings, customers would most likely take
  their business elsewhere.

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In Conclusion

• 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.
• Not only has greenwashing fooled the general
  public, but it has made many corporations
  extremely prosperous. With the amount of
  competition out there, it doesnt look like the
  end of greenwashing is anywhere near.
  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.
• Greenwashing will continue to be utilized by
  many corporations and the consumer will continue
  to buy. In a world where the fight to the top is
  a never ending battle, greenwashing will continue
  to be the tool of choice.

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Green Marketing
http//www.youtube.com/watch?vxj1TqhJLaQI
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Green Marketing and Relationship Marketing
Relationship Marketing
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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, at a profit, 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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Green Marketing and Relationship Marketing
Relationship Management and Relationship Marketing
Relationship Management
All external Relationships
All internal Relationships
Relationship Marketing
Vertical and horizontal relationships
Customer Relationship Management (CRM)
Acquisition
Retention
Recovery
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Green Marketing and Relationship Marketing
Domain and environment of relationship marketing
Target Market Environment
Infrastructure
Social Norms
Culture
Benefits
Product/ Service uniqueness
Technology
Cultural specificity
Evaluating foreign markets
Price
Preferred style of distribution
International experience
Training know how
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Green Marketing and Relationship Marketing
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Green Marketing and Relationship Marketing
http//www.youtube.com/watch?v3nBFiasFQdM
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Green Marketing and Relationship Marketing

• Result
• 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,
• Trust and confidence are as important concepts in
  green marketing as in Customer Relationship
  Marketing.

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What is needed to realize Green Marketing?
In summary.make it simple1. Build up truth
relationship2. Understood by consumers 3.
Engage your own people4. Give consumers what
they want5. Innovate innovate innovate
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How Do We Do It?

• Company values
• Mission and aims
• Marketing and transparency
• Supply chain management
• Has to be fed top down, bottom up.
• The whole company has to buy in to the ethos

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• Thank you very much for your attention!