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The Importance of Green Marketing

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The Importance of Green Marketing Green Marketing as part of Relationship Marketing U.Scholz Green Marketing Can you name a green brand in five seconds? – PowerPoint PPT presentation

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Title: The Importance of Green Marketing


1
The Importance of Green Marketing
  • Green Marketing as part of Relationship Marketing
  • U.Scholz

2
Green Marketing
  • Can you name a green brand in five seconds?

3
Green Marketing
  • Introduction
  • Definition and history of Green Marketing
  • Green Marketing and Relationship Marketing
  • Example

4
Green Marketing - Introduction
What does Green-Marketing mean to your business ?
SALES / REVENUE/cost benefits
5
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)

6
Green Marketing-make your own decision
No 0
Yes 100
7
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.

8
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
9
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

10
Green Marketing
Business
Environment
11
Green Marketing
12
Green Marketing
13
Green Marketing
14
Green Marketing
15
Green Marketing
16
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.

17
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.

18
Who is Greenwashing?
A closer look at who is greenwashing, and how
they are successfully marketing false
advertisements.
19
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!

20
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!

21
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.

22
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.

23
Green Marketing
http//www.youtube.com/watch?vxj1TqhJLaQI
24
Green Marketing and Relationship Marketing
Relationship Marketing
25
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).

26
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
27
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
28
Green Marketing and Relationship Marketing
29
Green Marketing and Relationship Marketing
http//www.youtube.com/watch?v3nBFiasFQdM
30
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.

31
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
32
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

33
  • Thank you very much for your attention!
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