The Importance of Green Marketing

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The Importance of Green Marketing

• Green Marketing as part of Relationship Marketing

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Green Marketing

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

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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

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So the following advantages of going green
were mentioned
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All of this can be achieved by a certification
programme
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• 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
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If I had asked what people would like to have
(needed), they would have answered me faster
horses. Henry Ford
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Green Marketing

• Can you name of a company or brand you consider
  green?

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

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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).

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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

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Issues of sustainability (like preventing
pollution) were marketed in the past too
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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
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So green marketing can relate to

• Companies (CSR, vision, corporate image)
• Products (part of portfolio, product lines,
  ecolabels)

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Green Marketing
Business
Environment
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Green Marketing
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Green Marketing
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Green Marketing
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Green Marketing
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Green Marketing
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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.

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http//sinsofgreenwashing.org
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http//sinsofgreenwashing.org
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Examples of greenwashing?
A closer look at who is greenwashing, and how
these companies are successfully marketing false
advertisements.
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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
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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?)

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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)

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

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

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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
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• 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