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Green Marketing. June 2010. Team Assignment. You are the Marketing VP for a firm (your choice) that is committed to Sustainable Development, has implemented many Sustainable Initiatives, does Sustainability Reporting, etc.

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team assignment
Team Assignment
  • You are the Marketing VP for a firm (your choice) that is committed to Sustainable Development, has implemented many Sustainable Initiatives, does Sustainability Reporting, etc.
  • Your CEO has asked you to come to Executive Team meeting with two sets of recommendations as part of a Green Marketing Plan:
    • Which Market Segments should your firm target?
    • What are the Marketing Messages for the targeted segments?
  • After the break, each team will have 15 minutes to prepare and then 15 minutes to present their recommendations.
sources
SOURCES
  • “An Introduction To Green Marketing” by Polonsky, Michael Jay, University of Newcastle, Australia, 1994
  • Videos:
    • The Effects of Green Marketing (4 minutes)
    • Six Sins of Green Washing (6 minutes)
  • “It’s Not Easy Being Green……Or, Is It?” by Rockbridge Associates, US, 2008
green or environmental marketing
Green or Environmental Marketing
  • Consists of all activities designed to generate and facilitate any exchanges intended to satisfy human needs or wants, such that the satisfaction of these needs and wants occurs, with minimal detrimental impact on the natural environment. [Polonsky 1994b, 2]
  • Incorporates a broad range of activities, including:
    • product modification/innovation
    • changes to the production process,
    • packaging changes,
    • as well as modifying advertising.
green or environmental marketing1
Green or Environmental Marketing
  • Looks at how marketing activities utilize limited natural resources, while satisfying consumers wants, both of individuals and industry, as well as achieving the selling organization's objectives.
why green marketing
WHY GREEN MARKETING?

1. Organizations perceive environmental marketing to be an opportunity that can be used to achieve its objectives [Keller 1987, Shearer 1990];

2. Organizations believe they have a moral obligation to be more socially responsible [Davis 1992,Freeman and Liedtka 1991, Keller 1987, McIntosh 1990, Shearer 1990];

3. Governmental bodies are forcing firms to become more responsible [NAAG 1990];

4. Competitors' environmental activities pressure firms to change their environmental marketing activities [NAAG 1990]; and

5. Cost factors associated with waste disposal, or reductions in energy and material usage forces firms to modify their behavior [Azzone and Manzini 1994].

opportunities
OPPORTUNITIES

A 1994 study in Australia found that 84.6% of the sample believed all individuals had a responsibility to care for the environment.

A further 80% of this sample indicated that they had modified their behavior, including their purchasing behavior, due to environmental reasons [EPA-NSW 1994].

As demands change, many firms see these changes as an opportunity to be exploited.

us federal trade commission
US Federal Trade Commission
  • Firms using green marketing must ensure that their activities are not misleading to consumers or industry, and do not breach any of the regulations or laws dealing with environmental marketing.
  • Green marketing claims must;
      • Clearly state environmental benefits;
      • Explain environmental characteristics;
      • Explain how benefits are achieved;
      • Ensure comparative differences are justified;
      • Ensure negative factors are taken into consideration; and
      • Only use meaningful terms and pictures.
videos
Videos
  • The Effects of Green Marketing: Consumer Trends Drive Profit (4:13 minutes)

www.youtube.com/watch?v=xj1TqhJLaQI&feature=related

  • Six Sins of Green Washing (6 minutes)

www.youtube.com/watch?v=Fnh1Y06DGCs&feature=related

slide10

It’s Not Easy BeingGreen……Or, Is It?Presented by:Charles L. ColbyJoe BatesJoe TaliuagaRockbridge Associates, Inc.17th Annual Frontiers in Service ConferenceOctober 3, 2008

For more information, contact:

Joe Bates, VP

703-757-5213 ext. 14

jbates@rockresearch.com

rockbridge overview
Rockbridge Overview
  • Full Service Market Research Consultancy
    • Founded in 1992, based in Washington, DC area
  • Our Practice Areas
    • Product Optimization & Concept Testing
    • Customer Satisfaction and Retention
    • Positioning and Communications Research
    • Market Segmentation
    • Website Usability

Rockbridge

specializes in

services,

technology

and media

sectors

Corporate Partner

Proud Member of

Center for Excellence in Service

slide13
Rockbridge’s National Technology Readiness Survey (NTRS) has gathered consumers’ opinions and usage of technology since 1999

The study is co-sponsored by the Center for Excellence in Service, R. H. Smith School of Business, University of Maryland

Methodology:

Representative survey of U.S. adults (18+ years)

1025 consumers surveyed in Fall 2007

500 by telephone (random-digit-dialing)

525 by a representative web panel

Results weighted by demographics and by type of internet/phone access

Background & Methodology

slide15

Americans Believe in

Environmental Stewardship

I want to protect the environment for the benefit of future generations

The Earth belongs to humanity to do with as it pleases

Source: National Technology Readiness Study, Rockbridge Associates, December 2007

chances are good
Chances Are Good
  • California has been leading the way in enacting green laws:
  • Mandated recycling of TVs and monitors
  • Requiring retailers to take back plastic bags
  • Almost outlawed incandescent light bulbs
is there an environment problem
Is There An Environment “Problem”?

Source: National Technology Readiness Study, Rockbridge Associates, December 2007

can something be done
Can Something Be Done?
  • Consumers believe collective action will work
  • And regulation will not hurt

Source: National Technology Readiness Study, Rockbridge Associates, December 2007

can technology help
Can Technology Help?
  • There is strong faith in technology
  • Green tech helps the economy…
  • The internet gives us a medium to work together
  • …while more efficient products and services help the wallet

Source: National Technology Readiness Study, Rockbridge Associates, December 2007

service technology empowers consumers to be green
Service Technology EmpowersConsumers to Be Green

% Who Have Done

% Maximum Potential Incidence

Opportunities for financial services, utilities, IT firms, publishers

Source: National Technology Readiness Study, Rockbridge Associates, December 2007

there is an emerging market for green products
There is an Emerging Market for Green Products
  • Many include making homes and transportation greener

% Who Have Own

% Maximum Potential Incidence

many energy related products and services have potential for long range growth
Many Energy-Related Products and Services Have Potential for Long Range Growth
  • A third of consumers are interested (or already own) an alternative fuel vehicle and solar heating systems

% Who Own

% Maximum

Potential is

Unrealized

where is the services opportunity
Where is the Services Opportunity?
  • We estimate $104 Billion annual market for green products
  • Opportunities:
    • Green mortgages
    • Green home equity loan
    • Green vehicle financing
    • Partnerships with energy companies
    • Securities backed by these investments
  • Fidelity’s strategy in this area?
many are turning to the web for help
Many Are Turning to the Web for Help

% Who Have Done It In Past 12 Months

Opportunities for online content to help consumers find green solutions and network with other green-minded consumers

Source: National Technology Readiness Study, Rockbridge Associates, December 2007

slide29

Key Questions

Who is driving the green movement?

What is the role of innovativeness (if any) in driving the movement?

?

a green segmentation of the market
A “Green Segmentation” of the Market

1 out of 10 adults – “Green Tech Leaders” – are influencers

They also embrace technology and believe in its ability to solve problems

Another 2 out of 10 – “Green Tech Followers” – are deeply committed to green issues and view technology as playing a role

Source: National Technology Readiness Study, Rockbridge Associates, December 2007

commitment i encourage friends family to be environmentally friendly
Commitment: “I Encourage Friends / Family to Be Environmentally Friendly”

Source: National Technology Readiness Study, Rockbridge Associates, December 2007

influence others come to me for advice on being green
Influence: “Others Come to Me For Adviceon Being Green”

Source: National Technology Readiness Study, Rockbridge Associates, December 2007

slide34

Influence: The Use of Social Media

Green Tech Leaders influence others through social media

Anti-Greens also use social media, and may influence others on their views

skepticism there is nothing anyone can do to prevent global warming
Skepticism: “There Is Nothing Anyone Can DoTo Prevent Global Warming”

Source: National Technology Readiness Study, Rockbridge Associates, December 2007

green tech leaders 10 of market
Green Tech Leaders – 10% of Market

How They Think

Who They Are

  • Important to be green
  • Early Adopters
  • Technology can save us
  • Green gadgets are cool
  • Like trying new green tech
  • Do research and influence others on green products
  • Like doing business with green companies
  • Green is good for the wallet
  • Younger
  • More likely to have kids
  • Tech professions
  • Higher incidence of
    • work PC use
    • home networks
    • high-speed home Internet
    • access Internet on the go
  • Higher web “presence” and subscriptions to online music and video
green tech followers 18 of market
Green Tech Followers – 18% of Market

How They Think

Who They Are

  • Adamant about protecting the environment
  • People must reduce their impact on the environment
  • Green gadgets are fun
  • Like trying new green technologies
  • Research green products
  • Like dealing with green cos.
  • Green is good for the wallet
  • Older
  • Female
  • Higher home ownership rates
  • Lower incidence of cell-only households
  • Spend fewer hours online
  • Lower web “presence”
other relevant green segments
Other Relevant Green Segments

Tech-Savvy Green Sympathizers (31%)

  • Care about the environment
  • Early adopters of technology
  • NOT green activists or boosters, but sympathetic
  • Like doing business with green companies
  • Green is good for the wallet
  • Skew younger, male, heavy users of technology

Enviro-Friendly

Skeptics (12%)

  • Adamant about being green
  • Technophobic
  • Technology may worsen our problems, not sure what to do
  • Want proven technologies to help the environment
  • Research green products
  • Like dealing with green cos.
  • Green is good for the wallet
  • Skew older, less techy
segments where green is less relevant
Segments Where Green is Less Relevant

Naïve Consumers (22%)

  • Hold “socially acceptable” opinions, but no urge to act
  • More concerned with getting by on a day to day basis than being green
  • Many are technophobic
  • Low interest/awareness of green tech or products
  • Will avoid using green technologies until they are proven
  • Skew female, less techy

Anti-Greens (7%)

  • Not committed to environmental issues
  • Don’t care about green technologies or products
  • More concerned with getting by on a day to day basis
  • Environmental activists are irresponsible; the Earth belongs to humanity
  • Oppose regulation
  • Skew younger
will green marketing help a company
Will Green Marketing Help a Company?

Yes! …but they have to be sincere!

Source: National Technology Readiness Study, Rockbridge Associates, December 2007

to sum it up1
To Sum It Up…

Consumers care about the environment, even if some are only joining the bandwagon to be PC

Embracing technology and being green are not mutually exclusive ideologies

When marketing green products and services, focus on the following messages:

Your company cares about the environment (and you have to back this up with actions that show it)

If we all work together, we can have an impact

Your product is environmentally conscious

Buying your product will not only help the environment, it is good for the consumers’ wallets

Target Green Tech Leaders with your message

They will evangelize on your behalf

Social media is key