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The Importance of Green Marketing

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Title: The Importance of Green Marketing


1
The Importance of Green Marketing
  • Green Marketing as part of Relationship Marketing

2
Green Marketing
  • Introduction
  • Definitions and history of Green Marketing
  • Green washing (7 sins)
  • Green Marketing and Relationship Marketing

3
Of course a lecture about (green) marketing
starts with an add.
  • http//www.youtube.com/watch?vGzK0OAPESW4NR1
  • This consultancy company has an interesting
    website please check the first 3 steps
    http//www.greenprofitsolutions.com/Default.aspx

4
So the following advantages of going green
were mentioned
5
All of this can be achieved by a certification
programme
6
  • Marketing is.
  • searching for,
  • develop and
  • operate the connection of what you as a company
    have to offer and the needs of a (potential)
    customer.

Customer Insight
7
If I had asked what people would like to have
(needed), they would have answered me faster
horses. Henry Ford
8
Green Marketing
  • Can you name of a company or brand you consider
    green?

NL Link Ben Jerrys
9
Green Marketing - Introduction
What does Green-Marketing mean to your business ?
Amongst others Sales ? Costs ?
10
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)

11
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).

12
Other terms relating to Green Marketing
  • Corporate Social Responsibility
  • corporate responsibility, corporate citizenship,
    responsible business and corporate social
    opportunity's are a form of corporate
    self-regulation 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

13
Issues of sustainability (like preventing
pollution) were marketed in the past too
14
Eco labels guarantee that products or services
meet specific environmental standards (standards
that are defined by the issuing organization).
http//en.wikipedia.org/wiki/Energy_Star
15
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16
So green marketing can relate to
  • Companies (CSR, vision, corporate image)
  • Products (part of portfolio, product lines,
    ecolabels)

17
Green Marketing
Business
Environment
18
Green Marketing
19
Green Marketing
20
Green Marketing
21
Green Marketing
22
Green Marketing
23
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.

24
http//sinsofgreenwashing.org
25
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32
http//sinsofgreenwashing.org
33
Examples of greenwashing?
A closer look at who is greenwashing, and how
these companies are successfully marketing false
advertisements.
34
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!

Sin of Vagueness and Sinn of no proof
35
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?voMNECJpUepQfeature
    related (Ford Commercial)
  • http//www.youtube.com/watch?v3GEfqM3P4ZAfeature
    related (Green washing?)

36
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 / NGOs / Companies will publish the
    negative aspects of their greenwashing
    communication (you-tube)

37
Green Marketing
Its a growing market, see the following
promotion film
http//www.youtube.com/watch?vxj1TqhJLaQI
38
Green Marketing and Relationship Marketing
Relationship Marketing
39
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).

40
Companies have to be informed about the
environment of their partners
Domain and environment of relationship marketing
41
Relationship Marketing a shift in focus
42
A crash course Relationship Marketing
(optional, not relevant for the exam, 10 min)
http//www.youtube.com/watch?v3nBFiasFQdM
43
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.

44
What is needed to realize Green Marketing?
In summary.make it simple1. Build up trust in
a relationship2. Understood by consumers 3.
Engage your own people4. Give consumers what
they want5. Innovate innovate innovate
45
  • Introduction ecological footprint
  • Assigments
  • read the document on PB Works
  • and make the 2 assignments
  • fill in your own ecological footprint
  • answer a few questions relating to this method.
  • ? bring the results in class
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