GREEN MARKETING

James ReynoldsRobert WhitcombFrankie TufanoChris SorrentinoShahrukh Naqvi

∗ Define & give a brief history of Green Marketing∗ Discuss the Advantages & Disadvantages of Green Marketing∗ Examine companies that use Green Marketing∗ Look into the global aspect of Green Marketing ∗ Discuss the future of Green technology and innovation∗ Influence more people to use Green products

Our Goals

∗ According to the American Marketing Association (AMA), Green marketing is the marketing of products that are presumed to be environmentally safe

∗ Green marketing involves developing and promoting products and services that satisfy customers wants and needs for Quality, Performance, Affordable Pricing, and Convenience without having a detrimental input on the environment

What is Green Marketing?

∗ Environmental Marketing and Ecological Marketing are other similar terms used

What is Green Marketing?

∗ Henion and Kinnear (1976) - the study of the positive and negative aspects of marketing activities on pollution, energy depletion, and nonenergy resource depletion

∗ Porter (1991) - stated that environmental marketing is focused on the development of products that conserve natural resources in their production process

∗ Peattie (1995) - the holistic management process responsible for identifying, anticipating and satisfying the requirements of customers and society, in a profitable and sustainable way

Alternative Definitions

∗ Environmentally concerned consumers appeared in the West in the late 1960s and early 1970s

∗ From the early 1970s American researchers began to develop marketing strategies from an environmental aspect

∗ The American Marketing Association AMA held the first workshop on “Ecological Marketing” in 1975

Green Marketing History

∗ In 1987 a document was prepared by the World Commission on Environment and Development that defined sustainable development as meeting “the needs of the present without compromising the ability of future generations to meet their own need”

∗ In 1988 Ben & Jerry’s was the first company to create a Corporate Social Responsibility Report intended for the stakeholders◦ Included environmental awareness

Green Marketing History

∗ Two milestones for the first wave of green marketing came in the form of published books both called Green Marketing

◦ Ken Peattie(1992)◦ Jacquelyn Ottman (1993)

Green Marketing History

∗ According to market researcher Mintel, about 12% of the U.S. population can be identified as True Greens -Consumers who seek out and regularly buy so-called green products

∗ Another 68% can be classified as Light Greens-Consumers who buy green sometimes

Green Marketing Statistics

∗ The 4 S's of green marketing mix: ◦ 1) Satisfaction of customer needs. ◦ 2) Safety of product and production for consumers, workers, society and

the environment. ◦ 3) Social acceptability of a product, its production and the other

activities of the company. ◦ 4) Sustainability of the product, their production and other activities of

the company.

Marketing Mix

∗ 3 Levels of Environmental Marketing Strategy:◦ Reactive/Defensive◦ Accommodative◦ Proactive

Green Marketing Strategy

∗ Enhances company image-i.e. Corporate Social Responsibility (CSR)

∗ Can lead to an increase in sales

∗ Increase in customer base

∗ Customer loyalty

∗ Better public relations

Advantages

∗ Competitive Advantage

∗ Rebates/Tax benefits (local, state, and federal level)-IRS

∗ Lowers costs

∗ Beneficial for the environment

∗ Spreading environmental awareness

Advantages

∗ Conversion Costs = Expensive

∗ May not convey meaningful message

∗ Solely seen as a marketing ploy

∗ Can be deceptive i.e. “Greenwashing” -e.g. Pepsi “All Natural” Naked Juices

Disadvantages

PepsiCo

∗ Consumer & media backlash

∗ Sometimes creates costly products

∗ Being green just isn’t enough

Disadvantages

∗ One of the bigger proponents of green marketing

∗ Almost every car company incorporates green marketing. A few examples are:

Nissan, Toyota, Tesla, Chevy, BMW, Audi,

Smartcar, Mitsubishi, Ford etc.

∗ EcoBoost, EcoSport, FlexFuel

Automobile Industry

Nissan Leaf

Nissan Leaf

∗ Has had a huge impact on environment

∗ No tailpipe pollution or greenhouse gas emissions

∗ Reduces dependence on oil

∗ Won many Awards including:-2010 Green Vision Award, 2011 European Car of the

Year-2011 World Car of the Year, 2011-12 Car of Year

Japan

Leaf Sales

Audi

Audi

∗ Superbowl Commercial-$5 Million

∗ Diesel A3 TDI -Up to 42 mpg highway & reduces emissions up to 30%

∗ “Puts the mental in environmental”

∗ Costa Rica: Named “Greenest and Happiest Country”

∗ India: Successful due to most proactive about pollution

∗ China: Investing majorly in cleaner energy

∗ France: Campaign to protect animal cruelty

∗ UK: Similar to Green Marketing in the US

Foreign Green Marketing

British Green Marketing

Green Marketing in the US

∗ There are different categories of “Green” products including:

-Degradable, biodegradable or photodegradable

-Compostable

-Recyclable

-Recycled content

-Ozone-safe and ozone-friendly

Green Marketing in the US

∗ Some major companies that use Green Marketing nationally and globally include: GE, BMW, PEPSICO, WALMART, NISSAN, APPLE, JPMORGAN, ANHEUSER-BUSCH, H&M

∗ Ecomagination campaign

∗ Anheuser-Busch “World Environment Day”

∗ NIKE rated most sustainably conscious company in the US

Green Companies

Nike & GE

People around the world are becoming

more globally aware.

Universal effort to improve the wellbeing of our planet.

Social and Environmental problems

are a key reason to go GREEN.

Green Products

∗ Hemp is the future.

∗ Hemp plants are highly efficient and require less water.

∗ One acre of hemp can produce 4 times more paper than one acre of trees.

∗ Hemp construction materials are now widely used in France where houses are being built utilizing hemp as a concrete substitute.

Hempcrete

Hemp Technology

“DEVASTATION ON THE PITCH, NOT THE PLANET”

Looking into the Future

Green Marketing Inc.

∗ Strategic Marketing Plan Development and Implementation

∗ Sustainability and Corporate Responsibility Planning and Implementation

∗ Creative Branding Strategies

∗ Marketing Collateral Materials Development

∗ Product Development, Product Lifecycle Management, Pricing, Distribution and Promotion/Media Strategies and Implementation

∗ Advertising, Public Relations, Event Marketing, Copywriting and other Communications Services

∗ Management Consulting

∗ Proof of Concept Analysis

∗ Product Development

∗ Business Plan Development

Keeping You Green

∗ Packaging

∗ Advertising

∗ Sales Promotion Programs

∗ Direct Marketing Communications

∗ Collateral Materials

∗ Store Displays

∗ Trade and Consumer Event Tools

∗ Website Content and Design

∗ Internet Optimization

∗ And more…

Green Marketing Company

Walmart

∗ Wal-mart’s strategic plan is to increase the sustainability of all of their products, while at the same time maintaining everyday low prices. Because Wal-mart is estimated to touch one out of every three dollars of world commerce, this Wal-mart strategy is now a catalyst accelerating a global green economic revolution.

∗ “You shouldn’t have to pay more for sustainability”

The Future of Sustainable Shopping

∗ Walmart sustainability index

∗ “Coming in the not so distant future”

∗ 15 question assessment detailing product practices.

∗ Compare how sustainably products are produced to its competitors.

Targets Sustainability

∗ Focuses on 4 areas:

-Sustainably Living

-Sustainable products

-Smart Developments

-Sufficient Operations

Target’s Response

∗ Provide product ingredients and information about various environmental attributes so that the company can assess products.

∗ Will be assigned up to 100 points based on the sustainability of ingredients, ingredient transparency and overall environmental impact.

∗ Both revolve around competition through green marketing.

China: The Green Future

∗ China is expected to spend nearly US $1.6tr on its strategic sectors in the next five years, with the main focus being clean energy investments.

∗ "harmonious urbanization" 

∗ China invested over $51 billion in new renewable energy projects – accounting for nearly 20% of global investments.

Global Challenges

∗ Moving consumption and demand onto a more sustainable path.

∗ Tackling health and environmental safety.

∗ Ensuring that the proceeds of growth in a fast-rising economy create shared value.

Green Marketing Sponsors

∗ Green marketing is the marketing of products that are presumed to be

environmentally safe

∗ Green marketing has many different advantages & disadvantages for

companies

∗ Sustainability in companies marketing strategies is very important to

economic growth and success

∗ The future entails constant innovations towards going Green

Conclusion

Questions?

∗ http://www.kelleydrye.com/publications/articles/1413/_res/id=Files/index=0/∗ http://greenmarketing.net/∗ http://www.ema-online.org/2013/07/03/top-ten-eco-friendly-countries/∗ http://www.linkedin.com/today/post/article/20130312180239-127714-5-reasons-green-marketing-is-going-nowhere∗ http://ehis.ebscohost.com/ehost/search/advanced?sid=9f80852e-569a-410e-b09e-1115b26e4e9c%40sessionmgr114&vid=1&hid=10

4∗ http://omicron.ch.tuiasi.ro/EEMJ/∗ http://www.mallenbaker.net/csr/page.php?Story_ID=857

∗ http://www.nike.com∗ http://www.triplepundit.com/2012/11/walmart-shouldnt-pay-sustainability/∗ http://www.environmentalleader.com/2013/07/29/pepsi-pays-9m-removes-all-natural-naked-juices-label/∗ http://www.referenceforbusiness.com/encyclopedia/Gov-Inc/Green-Marketing.html∗ http://www.greenbiz.com/blog/2011/09/26/problems-green-marketing-how-to-solve-them∗ http://content.usatoday.com/communities/greenhouse/post/2010/02/audis-green-police-ad-stirs-controversy/1#.Uo5HFo13Tlo∗ http://greenmarketing.net/services/∗ http://www.triplepundit.com/2012/11/walmart-shouldnt-pay-sustainability/∗ http://www.theguardian.com/sustainable-business/china-development-renewables-sustainability∗ http://blog.verdantlaw.com/2013/10/12/u-s-retailer-target-introduces-sustainable-product-standard/

Works Cited