how can companies successfully build a green brand image

GREEN & ADVERTISING

How can companies successfully build a green brand image?

6 case studies

Diana Cheikh-Ali

Marie Charlotte Maillet

Stéphanie Maillard

Anne Porte

Sarah Hudson

Business & the Environment

Agenda

Introduction

Concepts &Theoretical Framework

1.1 Green marketing presentation

1.2 Green Branding

1.3 The Theoretical Framework

Research Methodology

2.1 Data collection

Analysis: Case Studies3.1 Product Innovation : Lafarge & Feelzgood3.2 Make Sustainable Development : Starbucks & The Body Shop3.3 Follow the trend : Le Chat & BN

Limits & Recommendations

Conclusion2

What would be for you brands that have successfully built a Green Image?

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INTRODUCTION / I.CONCEPTS OF GREEN MARKETING/ II.RESEARCH METHODOLOGY/ III. ANALYSIS/ IV.LIMITS AND RECOMMENDATIONS

GREEN ADS – vosten http://www.youtube.com/watch?v=km0G-TqR2P4

I.Concepts of Green Marketing

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1.1 What is Green Marketing?

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

environmentally safe. Green marketing incorporates a

broad range of activities, including product modification, changes to the

production process, packaging changes, as well as modifying

advertising. (American Marketing Association)

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http://thegreenmarket.blogspot.com/

http://en.wikipedia.org/wiki/American_Marketing_Association

1.1 The Green Marketing concept (2)

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GREEN MARKETING

Management Therory

Ethics and social

marketing

Environmental concerns

New dimension

5 reasons for companies to develop green marketing:(Yu SHAN CHEN)

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1.1 The Green Marketing concept (3)Environmental

pressure

Corporate image

Competitive advantage

Opportunities, new market

Product value

The concept green brand equity with its 3 drivers:

Green Brand image

Green Satisfaction

Green Trust

GENERAL ELECTRIC1977 CHERNOBYL1986 CRUDE OIL1989

Apple, first environmen

tal policy1990

Summit in Rio de Janeiro

1992

TOYOTA, first

hybrid car

1999Organic seal of

approval2002 ALGOR2006

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1.1 A 50 Year History of Green Marketing (5)

brand meaningfulness perceived sustainability profile

Brand intangible asset = A Persuasive Tool

Product-plus concepts associating the brand with lifestyle

Environment can be also integrated to lifestyle (Caldero n et al., 1997)

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1.2 From Marketing to Branding (1)

BUILDING A SUSTAINABLE BRANDLower & Fullerton, 1994

Differentiation of products 'attributes:

-visual appearance

-promotion

Ind, 1997

“Applying the values of social responsibility to corporate branding”

Urde, 2003

“Core values influence continuity, consistency

& credibility in the building of a brand”

(Havas Media)

Brand’s judgments, (Keller, 2008)

Strategic Marketing “ ”

Companies do Associations Impact on Consumers’ perception :- Direct experience

- Information

- Word of mouth

- Assumptions

- Identification10


Companies appeal to:

Rationality

Emotion

1.2 Positive Brand Image (2)

BRAND

Quality

Credibility

Consideration

Superiority

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1.3 Theoretical Framework

• Real production innovation

• Concrete environmental issues and actions

• Manufacturing process / usage / new eco-product

1> GREEN

INNOVATION

“CREATE GREEN”

• Consistent green brand image

• True sustainable policy as a core identity

2> GREEN BRAND

“BE GREEN”

• Claim to follow approach 1 and/or 2

• Only based on some part of the marketing mix

• Risking green washing practices

3> FOLLOW THE

“GREEN” TREND

II. Research Methodology

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2.1 Data Collection

Theoretical approach :

–Studies from academic sources

–Business journals and articles

Concrete approach:

–Examination of corporate documentation

–Legal institutions’papers

–Internet websites and blogs

Case studies analysis + Theoretical & Concrete approaches

To illustrate the 3 green brand building strategies

III. Analysis

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Clinker

Cement

Concrete

Construction Models

Buildings

Aggregates

GypsumPlasterboard

How do they reduce emissions?

Using industrial by-products such as fly ash

Reducing the amount of clinker required

Using naturally occurring local products such as

the volcanic rock pozzolan

ResultsReduction by a third of cement production ‘s emissions

Presence of CO2

reduced with locally available alternatives tofossil fuels

Innovative concretes to

reduce footprint: DUCTAL

or ThermediaTM 0.6B

Research

Co-chairing the WBCSD’s Energy

Efficiency in Buildings (EEB) project

Actions

Saving energy in their own buildings and

in buildings built with their products

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3.1 Product innovation: Lafarge & new alternative resources

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3.1 Product innovation: Ziploc EvolveProcess Innovation

25% less plastic in a manufacturing process partly powered by wind turbines

Product Innovation100% recycled paperboard cartonwith a minimum of 35% postconsumer content

2015 : 100% of the cups

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TOWARD 100% REUSABLE OR

RECYCLABLE

TAKING ON

CLIMATE CHANGE

BUILDING GREEN

STORES Environmental stewardship“We've always believed in caring for the

environment.”

3.2 Make sustainable development: Starbucks

Finding way to minimize use of energy

End of 2010 : reduce energy use2012: water conservation“Green” certification in 2010Work with Conservation International

LEED® certification Ongoing efforts to green stores


2015 : recycling available in 100% of the stores

http://www.starbucks.com/SHAREDPLANET/ethicalInternal.aspx?story=conservationInternational

VALUES

AGAINST

ANIMAL

TESTING

SUPPORT

COMMUNITY

TRADE

PROTECT

THE PLANET

ACTIVATE

SELF-ESTEEM

DEFEND

HUMAN

RIGHTS

SUCCEED IN BUILDING A GREEN BRAND IMAGEEQUITY

Without conventional advertisingStrong associations Packaging, merchandising, staff, sourcing policies, social actionPublic relationsWord of mouth

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“We believe there is only one way to be beautiful, nature’s way.”

3.2 Make sustainable development: The Body Shop

Launched in 2008 by Henkel

Polemic since 2009

Abusive use of ecoarguments

- Lack of transparencyandmoderation

- No official label

Water footprint- Polluting components: palm oil, allergen fragrances

Advertising design- Green colours- Surfactants of plant origin

- 100% biodegradable- Works with cold water

SAYING IS NOT ALWAYS DOING

“We dont change the world with a detergent but we can

contribute to it.”“Involvement for a more

ecological detergent.”

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3.3 Follow the trend: Le Chat

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3.3 Follow the trend:

THE AD

• Message = Eating BN contribute to reduce green²house gas emissions• The teacher “BN” + “Shadok” explicative style• Lesson simulation directed to kid on current issues

=> BN = an eco-brand!

BRAND VISION : A NEW IMAGE FOR A NEW POSITIONING

• Differentiation : new packaging, whole wheat cereals and no hydrogenated fat contents

• Create a break using humor and impertinence : “Difference is good”• Advertising agency Fred & Farid reputed for their innovative work

INDEPENDENT ADVERTISING OBSERVATORY VISION : •Vocabulary conducting to misunderstanding / confusion•Clumsy green allusions + lack of information•Huge shortcuts => Absurd conclusion•Inappropriate use of education codes : teacher, board, explicative drawing…

IV. Limits &

Recommendations

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Concrete commitments in green orientation for 10 years• Renovation of the restaurants

• Use of renewable sources of energy

• Used oil -> transformed in biodiesel

• Creation of the EcoProgress software

• Reduction of greenhouse gases

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4.1 When the line between greenwashing and sustainable actions is overlapped

Have you noticed mcdonalds’ facelift?

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4.2 Green Washing: Risks of a declining trend

RISE OF NEW DEMAND•AWARENESS -> GLOBAL WARMING

AND SUSTAINABLE DEVELOPMENT

• IMPLEMENTATION -> GREEN

STANDARDS AND NORMS

•SOME CONSUMERS -> MORE

EXIGENT ABOUT COMPANIES’ GREEN COMMITMENT

INTRODUCTION

•BIG COMPANIES START USING GREEN

STRATEGIES

•ONLY EARLY ADOPTERS ARE AWARE

OF THIS PRACTICE

•FEW GREEN WASHING CASES AND

NOT DENOUNCED

GROWTH

•FIRST CONCRETE EXCESS IN GREEN

PRACTICES

•SHELL CASE (2007)"DON’T THROW ANYTHING AWAY. THERE IS NO AWAY.”

MATURITY / OVERUSE

• USE OF GREEN MARKETING ++=> GREENWASHING PRACTICES ++

• IMPLEMENTATION -> REGULATION

ABOUT GREEN ALLUSION IN

ADVERTISING (ARPP – THE

ENVIRONMENTAL CHART)

DECLINE

•GENERAL AWARENESS OF THESE

PRACTICES

•CONSUMERS -> ++ TRANSPARENCY

AND SINCERITY

•NICOLAS RIOU (2009)GREENWASHING IS BECOMING

USELESS

?

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How to face consumer skepticism?

Best strategy for creating a credible brand image combination of Approach 1 & 2

4.3 Recommendations: Get ready for green branding!

Conclusion

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NEW BUSINESS

VALUES

• Sustainability

NEW CONTEXT

• Transparence

• Interconnection

• Empowered Consumer

NEW FORMS OF

RELATIONSHIPS

• Authentic

• Committed

• Meaningful

• Trustworthy

WV “The Fun Theory” examples :

Bottle Bank Arcade : http://www.youtube.com/watch?v=zSiHjMU-MUo

Piano Stairs : http://www.youtube.com/watch?v=c9au74Y4OGI

http://www.youtube.com/watch?v=zSiHjMU-MUo



http://www.youtube.com/watch?v=c9au74Y4OGI

ReferencesAcademic Articles

• Chen, Yu shan., (2010). “The Drivers of Green Brand Equity: Green Brand Image, Green Satisfaction, and Green Trust ”. Journal of business ethic.

• Cronin, J., Smith, J.S., Gleim, M.R., Ramirez, E., (2011). Green marketing strategies: an examination of stakeholders and the opportunities they present. Journal of the Academy of Marketing Science Vol 39, Number 1.

• Lane Keller,K., Apéria,T., Georgson,M. (2008). Strategic brand management: a European perspective, Pearson Education.

• Kent, T., Stone, D., (2007). The Body Shop and the role of design in retail branding. International Journal of Retail & Distribution Management, Vol.35 Issue 7.

• Peattie,K., Crane,A., (2006). Green marketing: legend, myth, farce or prophesy? Qualitative Market Research: An International Journal Vol.8 Issue 4.

• Pickett-Baker, J., Ozaki, R., (2008). Pro-environmental products: marketing influence on consumer purchase decision, Journal of Consumer Marketing Vol. 25 Issue 5.

• Yu,N., (2007). The green consumption movement: the roles of government, business, academia, NGO’s and consumers.

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ReferencesBooks

• Riou, N., (2009), Marketing Anatomy: Les nouvelles tendances marketing passées au scanner, Eyrolles.

Web Pages/Articles

• Bousquet, E., Lecluyse, E., (2010). ‘Le Flop 10 des pubs pseudo-écolos’, L’Express, 15 February 2010, [online] http://www.lexpress.fr/actualite/environnement/le-flop-10-des-pubs-pseudo-ecolos_849042.html (Accessed 2 February 2011)

• Molinario, M., (2009). McDonald’s se met au vert [online], http://www.lejdd.fr/Ecologie/Economie/Actualite/McDonald-s-se-met-au-vert-156857/# (Accessed 4 February 2011)

• Observatoire Independant de la Publicité, (2009). BN diminiue les GES [online], http://observatoiredelapublicite.fr/2009/09/18/bn-diminiue-les-ges/ (Accessed 2 February 2011)

• Masson, D., (2009). Le Chat sur la sellete, Stratégies Magazine n°1553, (January 2009) [online], http://www.strategies.fr/actualites/marques/120298W/le-chat-sur-la-sellette.html (Accessed 31 January)

• Watin-Augouard, j., (2010). BN cap sur la différence, Prodimarques n°69 (January 2010) [online], http://www.prodimarques.com/documents/gratuit/69/bn-cap-sur-la-difference.php (Accessed 2 February 2011)

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http://www.lexpress.fr/actualite/environnement/le-flop-10-des-pubs-pseudo-ecolos_849042.html













http://www.lejdd.fr/Ecologie/Economie/Actualite/McDonald-s-se-met-au-vert-156857/













http://observatoiredelapublicite.fr/2009/09/18/bn-diminiue-les-ges/







http://www.strategies.fr/actualites/marques/120298W/le-chat-sur-la-sellette.html









http://www.prodimarques.com/documents/gratuit/69/bn-cap-sur-la-difference.php









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