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Strategic Green Alliances & Strategic Brand Alliances (Co-Branding)
Strategic Green Alliances & Strategic Brand Alliances (Co-Branding)
Strategic Green Alliances & Strategic Brand Alliances (Co-Branding)
Strategic Green Alliances & Strategic Brand Alliances (Co-Branding)
Strategic Green Alliances & Strategic Brand Alliances (Co-Branding)
Strategic Green Alliances & Strategic Brand Alliances (Co-Branding)
Strategic Green Alliances & Strategic Brand Alliances (Co-Branding)
Strategic Green Alliances & Strategic Brand Alliances (Co-Branding)
Strategic Green Alliances & Strategic Brand Alliances (Co-Branding)
Strategic Green Alliances & Strategic Brand Alliances (Co-Branding)
Strategic Green Alliances & Strategic Brand Alliances (Co-Branding)
Strategic Green Alliances & Strategic Brand Alliances (Co-Branding)
Strategic Green Alliances & Strategic Brand Alliances (Co-Branding)
Strategic Green Alliances & Strategic Brand Alliances (Co-Branding)
Strategic Green Alliances & Strategic Brand Alliances (Co-Branding)
Strategic Green Alliances & Strategic Brand Alliances (Co-Branding)
Strategic Green Alliances & Strategic Brand Alliances (Co-Branding)
Strategic Green Alliances & Strategic Brand Alliances (Co-Branding)
Strategic Green Alliances & Strategic Brand Alliances (Co-Branding)
Strategic Green Alliances & Strategic Brand Alliances (Co-Branding)
Strategic Green Alliances & Strategic Brand Alliances (Co-Branding)
Strategic Green Alliances & Strategic Brand Alliances (Co-Branding)
Strategic Green Alliances & Strategic Brand Alliances (Co-Branding)
Strategic Green Alliances & Strategic Brand Alliances (Co-Branding)
Strategic Green Alliances & Strategic Brand Alliances (Co-Branding)
Strategic Green Alliances & Strategic Brand Alliances (Co-Branding)
Strategic Green Alliances & Strategic Brand Alliances (Co-Branding)
Strategic Green Alliances & Strategic Brand Alliances (Co-Branding)
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Strategic Green Alliances & Strategic Brand Alliances (Co-Branding)

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Strategic Green Alliances & Strategic Brand Alliances …

Strategic Green Alliances & Strategic Brand Alliances
(Co-Branding)

Published in: Marketing, Business, Technology
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  • 1. Prepared by Ezgi Merdin AD 644
  • 2. AD644 - Branding - Ezgi Merdin 2
  • 3. Green Marketing ENVIRONMENTAL PRESSURES FOR GREENING Satisfying Consumer Demand Reacting to a Competitor’s Greening Actions Channel / Supplier Request to Modify Inputs Internal Pressures - cost - philosophy AD644 - Branding - Ezgi Merdin 3
  • 4. AD644 - Branding - Ezgi Merdin 4
  • 5. Green Marketing Alliances CAUTION! - It may take more time & effort to develop than traditional firm-to-firm alliances -Requires information to be shared in a way contrary to usual practices. AD644 - Branding - Ezgi Merdin 5
  • 6. Green Marketing Alliances ENVIRONMENTAL PRESSURE: Firms have though been experimenting for some time with various forms of collaboration to provide solutions to their environmental problems green marketing should take greater account of ecological principles of reciprocity, interdependence, holism, bioregionalism and dialogue appear to suggest a meaningful role for some kind of inter-organizational collaboration in any ecocentric management paradigm. CLASSIFYING GREEN ALLIANCES type of partners (commercial org.s, NGOs or governmental) nature or degree of interaction btw partners - brand alliances, sponsorships etc are to counter existing problems - co-makership etc are more like experimental AD644 - Branding - Ezgi Merdin 6
  • 7. AD644 - Branding - Ezgi Merdin 7
  • 8. Green Marketing Alliances MARKET BASED ENVIRONMENTALISM (MBE) PARADIGM Environmetalist groups’ reliance on government has shifted towrds commercial orgs. For firms, it is not a substitute of economic concern but rather integrating ecology for decreased costs or differentiation. AD644 - Branding - Ezgi Merdin 8
  • 9. AD644 - Branding - Ezgi Merdin 9
  • 10. Green Marketing Alliances TYPOLOGY OF GREEN ALLIANCES -Licensing Arrangement -Corporate Sponsorship -Product -Task Endorsement Force -Green Systems Alliance -Green Public Policy Alliance AD644 - Branding - Ezgi Merdin 10
  • 11. AD644 - Branding - Ezgi Merdin 11
  • 12. 5 BENEFITS COVERING FOR 3 PRESSURES OF GREEN MARKETING AD644 - Branding - Ezgi Merdin 12
  • 13. FINDING THE RIGHT PARTNER Finding the right alliance partner is extremely important; not every environmental group will be appropriate. A simple threestep process will assist the firm in ensuring that it finds the right partner: (1) establish alliance objectives; (2) determine appropriate alliance partner characteristics; (3) find the appropriate environmental group to form an alliance with. AD644 - Branding - Ezgi Merdin 13
  • 14. AD644 - Branding - Ezgi Merdin 14
  • 15. Crane, A. (1998) Exploring Green Alliances. Journal of Marketing Management, Volume 14, Issue 6, pages 559 579 Hartman & Stafford. 1997 Green alliances: building new business with environmental groups. Long Range Planning Volume 30, Issue 2,, Pages 184-196 Mendleson, N and Polonsky, M.]. (1995), "Using Strategic Alliances to Develop Credible Green Marketing", Journal of Consumer Marketing, 12,2, pp. 4-18 Polonsky M J, Rosenberger P J (2001) Re-evaluating green marketing: a strategic approach . Business Horizons (USA) Vol 44 No 5 . Till, B.D., Nowak, L.I. (2000), "Toward effective use of cause-related marketing alliances", Journal of Product & Brand Management, Vol.9, No. 7, pp 472-84 15
  • 16. AD644 - Branding - Ezgi Merdin 17
  • 17. Green Marketing DEFINITION: A long-term brand alliance strategy in which one product is branded and identified simultaneously by two brands. ENVIRONMENTAL PRESSURES: Saturation of FMCG markets Need for differentiation AD644 - Branding - Ezgi Merdin 18
  • 18. AD644 - Branding - Ezgi Merdin 19
  • 19. Green Marketing AD644 - Branding - Ezgi Merdin 20
  • 20. Green Marketing AD644 - Branding - Ezgi Merdin 21
  • 21. AD644 - Branding - Ezgi Merdin 22
  • 22. AD644 - Branding - Ezgi Merdin 23
  • 23. TYPOLOGY FOR CO-BRANDING AD644 - Branding - Ezgi Merdin 24
  • 24. 2 STREAMS OF RESEARCH IN CO-BRANDING First, how customers’ perceptions of a co-brand are influenced by their perceptions of the two parent brands and vice versa; Secondly, the relative merits of cobranding versus other new productdevelopment strategies, such as line and Brand extensions. AD644 - Branding - Ezgi Merdin 25
  • 25. AD644 - Branding - Ezgi Merdin 26
  • 26. TYPOLOGY OF CO-BRANDING 1.Reach / Awareness (credit cards) 2.Values / Endorsement (washing machine- detergent etc) 3.Branded Physical Component (Lycra, Intel etc...) 4.Complemetary Competence (Sony Ericsson) AD644 - Branding - Ezgi Merdin 27
  • 27. Helmig, B., Huber, J. and Leeflang, P. (2008), “Co- branding: The State of the Art”, Schmalenbach Business Review : ZFBF, Vol.60, pp. 359-377. Henrik, U. (2004), "The brand association base: a conceptual model for strategically leveraging partner brand equity", Journal of Brand Management , Vol. 12 No.2, pp.105-23. Leuthesser, L., C. Kohli, and R. Suri, 2003, ’2 + 2 = 5? A Framework for using co-branding to leverage a brand’, Journal of Brand Management 11 (1), 35–47. Panda, T. (2001), “Strategic Advantage through Successful Co-branding”, Faculty, Marketing Indian Institute Management, pp. 1-10. 28

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