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The Importance of Green Marketing

The Importance of Green Marketing. Green Marketing as part of Relationship Marketing. Green Marketing. Introduction Development to green marketing Strategies to green marketing. 2. Sustainable Development. Challenge sustainable development. Our Life :.

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The Importance of Green Marketing

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  1. The Importance of Green Marketing Green Marketing as part of Relationship Marketing

  2. Green Marketing • Introduction • Development to green marketing • Strategies to green marketing 2

  3. Sustainable Development

  4. Challenge sustainable development Our Life:

  5. Challenges of sustainable development On the whole world? Quelle: Ehrlich, P.R. & Holdren, J.R. (1971): ‘Impact of Population Growth‘, Science, 171 (March): 1212-16

  6. Sustainable development customer Green marketing social ecology

  7. Green Marketing Reasons for green marketing • Without supply no demand • Product differentiation • Brand image

  8. Introduction Definition of Green Marketing: (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) Green Marketing 8

  9. Green Marketing Development towards green marketing Source: Ehrlich, P.R. & Holdren, J.R. (1971): ‘Impact of Population Growth‘, Quelle: Brezet, H. & Hemel, C. (1997): Eco-Design, United Nations Environm Secniteanl cPer,o 1g7ra1m (Mmaer (cUhN): E1P21),2 P-1a6ris.

  10. Green Marketing The history of Green Marketing In the 50ies Classic commercial marketing In the 60ies Stakeholder marketing In the 70ies Social marketing In the 80ies Mega Marketing (relevant stakeholders) Birth of eco-marketing In the 90ies Integrative eco-marketing After 2000 Green marketing (Social responsibility marketing)

  11. Green Marketing Conclusion: • Green Marketing is part of companies’ sustainable development • Green Marketing has an ecological, an economic and an ethical dimension • An important element of Green Marketing is Trust and Equity • 4. With Green Marketing companies give (new) customers especially in emerging markets a chance to participate in the markets.

  12. Green Marketing Development towards a Green Marketing Strategy 1. step: Analyze social and ecological Problems 2. step: Analyze customer needs 3. step: normative green marketing (Values and objectives) 4. step: strategic green marketing 5. step: operative green marketing (Marketing Mix) 6. step: transformative green marketing Univ.-Prof. Dr. Frank-Martin Belz Technische Universität München (TUM Business School)

  13. Green Marketing 3 Levels of Green Marketing activities: • Tactical Greening • Involves implementing limited changes. • Quasi-Strategic activities • Involves more substantial changes in marketing actions as well. • Strategic Green Marketing • Holistic approach to integrate all environmental issues of a company in coordination with all actions, across every functional area.

  14. Green Marketing Three different customer groups for green marketing • Social-ecological active customer • Social-ecological reactive customer • Social-ecological passive customer Univ.-Prof. Dr. Frank-Martin Belz Technische Universität München (TUM Business School)

  15. Green Marketing Country market B supplier International growing markets Supplier market New markets producer trade trade trade demand demand demand Country market A Country market C Country market D

  16. Green Marketing Industrial countries Emerging markets Market volume Market volume growth time time time time Prof. Dr. M. Kirchgeorg, Lehrstuhl Marketingmanagement, HHL – Leipzig Graduate School of Management

  17. Green Marketing • Examples of green marketing strategies

  18. Green Marketing • Examples of green marketing strategies

  19. New products, new approaches Eosta, leading international distributor of organic fruits and vegetables Won several prices because of innovations in products, packaging, marketing

  20. Trends, Observations and Insights as basis for a marketing strategy • What trends do we observe when it comes to (the demand for) organic food? • On what kind of observations could Eosta have based the identification of these trends • What kind of insights could Eosta derive from these trends and observations?

  21. Marketing idea generation: How can Eosta use these insights in order to design a good marketing strategy?

  22. What do others do…? • “Stichting Biologica” the representative of the Dutch organic agriculture supply chain www.biologica.nl • “Adopteer een kip”: an initiative of Biologica. Consumers can “adopt” a chicken or for instance an apple tree www.adopteereenkip.nl

  23. We’ll have a look at the websites and see how Eosta took trends and costumer insight seriously, and “translated” it into a successful marketing strategy www.eosta.com www.natureandmore.com And the winning concept is…

  24. Thank you very much for your attention! 24

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