green marketing of industrial areas 1 april 2014, faro marino cavallo training session university of...
TRANSCRIPT
Green marketingof industrial areas
1 April 2014, Faro
Marino Cavallo
Training session
University of Algarve
Faro, 1st of April 2014
www.merproject.eu
Sustainable Industrial Areas: our key words
Sustainable industrial areas: network of SMEs managed through common and shared patterns and located in
sustainable equipped areas
Blue economy principles: the sustainable industrial areas are based on the same principles of blue economy that are systemic approach, closure of cicles, symbiotic processes.
Green marketing and territorial marketing: the Province of Bologna invests on the assumption that green marketing of sustainable industrial areas can be an added value for the
marketing of all the territorial capital
www.merproject.eu
10 steps for developing a green marketing plan
for eco-industrial parks
The project MER is an opportunity to enforce and
enwider the tools designed within the project
Ecomark for the
the promotion and the green marketing of
eco-industrial parks.
One of these main tools is
the green marketing plan for eco-industrial parks
First step: the theoretical framework
The base of a green marketing plan for eco-industrial parks has
to be the identification of the main characteristics of innovative
industrial areas. In order to do this, the green marketing plan
experiemented in the project Ecomark project takes into
account 9 international best practices in terms of eco-industrial
parks
in order to highlight their main characteristics in different
fields:
Waste recover and recycling, Resources, Efficiency, Building
sustainability, Protection of the landscape, Common
environmental actions, Assistance for businesses, Social
actions
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Step 2: the objectives of a green marketing plan for eco-industrial parks
- to communicate the economic advantages brought by eco-industrial areas to businesses
- the environmental benefits of eco-industrial areas
- the intangible capital of eco-industrial parks (for example the possibility of becoming part of a team)
-the features distinguishing an eco-industrial area from other industrial areas
-to overcome the alternative between sustainability and competitiveness in the perception of all
businesses, public opinion, local stakeholders
www.merproject.eu
Step 3: identifying the strategic objectives of eco-
industrial parks:
- To reach and promote the standards of
environmental and competitive excellence
- to encourage businesses and enterprise to settle in
the sustainable productive areas
-to activate and join a virtous circle of integration
among the bussinesses settled in the area and
between them and the Managing Body
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Step 4: identifying the targetsWhom do eco-industrial areas speak to?
- To businesses: enterprises already located in the
area or willing to relocate and to find another area to
settle in.
- to local stakeholders: public administration, local
authorities, associations representing local bodies
and local residents
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Businesses
Local stakeholders
EEIAs can be considered as a complex product
responding to the private demand by taking into account the needs of
local stakeholders
The eco-industrial parks have to take into account
at the same time both businesses and local
stakeholders
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Step 5: identifying the needs and the attractive factors
IAs have to respond both to the needs of businesses and
to the ones of local stakeholders:
Main needs
Businesses To find a productive site where to succesfully locate their productive activities
taking into account both the policies for sustainability and
competitive success
Local StakeholdersTo encourage the sustainable development of the territory through industrial policies
aimed at responsible ecomomic growth
www.merproject.eu
Step 5: identifying the needs and the attractive factors
IAs have to be attractive both for businesses and
for local stakeholders:
Main Success factors
For Businesses EEIAs have to be equipped with advanced services
For Local Stakeholders EEIAs have to include sustainable and innovative businesses. Relationships
between businesses and local actors may be an added value
www.merproject.eu
Step 6: identifying the distinctive factors and added
value of eco-industrial parks
- Sustainable industrial areas result from a project
aimed at improving environmentally friendly
productive context
- Sustainable industrial areas allow businesses to
implement effective policies for sustainable
development
- In the long-term, sustainable industrial areas may
represent a positive competitive factor
www.merproject.eu
In addition to the distinctive factors, the added value of eco-industrial parks is represented by:
- increasement of environmental impact positively
affecting the reputational capital and the corporate
image
- possibility of participating to the local policies for
sustainable development
- providing incentives
www.merproject.eu
Step 7: the positioning
By considering the eco-industrial park as a Product and by applying the marketing strategies, the positioning of eco-
industrial areas in respect to the competitors can be represented as following:
Eco-industrial
parks
Quality of the settlement
Economical advantages
Low cost for the settlement
Sustainable development
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Step 8: defining the general vision to communicate
Taking into account all the issues and the features dealing with the attractiveness of eco-industrial
parks, a marketing strategies for sustainable industrial areas has to be the result of a joint and
integrated approach combining:
the vision, the main subjects involved (businesses
and local stakeholders), the success factors of
eco-industrial parks and their added value in
respect to the competitors.
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Step 9: combining the targets and the messages
An effective marketing strategy has to take into
account the selection of the contents to be delivered
to the different targets in order
to choose the most suitable messages according to
the characteristics of each target group
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The marketing strategies for eco-industrial parks: combining the targets and the messages
For the target group of businesses the most important
messages to be delivered are:
- the economic advantages of being settled in an
eco-industrial parks
- the advanced services provided by an eco-industrial
park
- the advantages in terms of reputation for the
corporate identity
www.merproject.eu
The marketing strategies for eco-industrial areas: combining the targets and the messages
For the target group of local stakeholders the most
important messages to be delivered are:
- the environmental benefits represented mainly by a
lower impact of productive and industrial settlements
- wider vision of sustainable development
- creation of a network aimed at improving and
enforcing the territorial capital
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Step 10: the channels for implementation
A marketing strategy for eco-industrial areas includes:
traditional communication tools (events, fairs,
merchandising, advertising, sponsorships)
and
one to one tools (consisting largely in institutional
networking in order to build a wide institutional
support for further development and improvement of
eco-industrial parks)
www.merproject.eu
To sum up:
A green marketing plan for eco-industrial parks has to
promote the ability of innovative and sustainable
industrial areas of being a meeting point between the
needs of businesses and industrial actors and the
needs of local stakeholders.
A green marketing plan for eco-industrial parks meets
the territorial marketing approach because eco-
industrial parks can be also a driver for the whole
territorial development.
