0
Green Marketing:
Consumer Driven Success
By: Kellie Bonham
Outline:
1. Background & Introduction
2. The Green Marketplace
3. The Green Consumer
4. Being Heard: Greenpeace
5. Apple: ...
What is Green Marketing?
• Green marketing, a new concept, refers to the
specific development, pricing, and promotion
of e...
Green Marketplace:
• Sustainable Economy (76 billion dollars)
• Healthy Lifestyles (27 billion dollars)
• Alternative Medi...
The Green Consumer:
• Highly Educated
• Average Income
• Least Price Sensitive
• Favor value
• Brand loyal
• Influential t...
The Consumer Voice!
Greenpeace
• Established in 1971
• One of the largest and most successful
environmentalist groups today
• Your voice is yo...
Greenpeace
• Protested against:
McDonald’s, Target, Kleenex…. Etc.
• However, most recently, towards the end of
2008, Gree...
Apple
Apple
• Pressure from environmentalist groups like
Greenpeace
• Threats from consumers to boycott Apple
products and opt f...
Successful Green Companies:
• Planet- Friendly
• Authentic
• Honest
• Offer Superior Performance
• Make a difference
• Hea...
Examples:
• Bank of America
• DuPont
• S.C. Johnson
• Honda
• Starbucks
• HP
• General Electric
“Greenwashing”
• When the consumer is lead to believe that the
brand or product they purchase is of green
standards when i...
Kleenex
• Kleenex and Kimberly-Clark have recently been accused of
false advertising green products, when in fact, only th...
Questions:
• Does green marketing actually exist?
• Is this just a social/consumer trend?
• Are companies going green for ...
Think about it!
• Visit Greenpeace.org
• Do some research
• Buy green products!
Works Cited:
• http://www.apple.com/hotnews/agreenerapple/
• Greenpeace. http://www.greenpeace.org
• The Effect of Green M...
Upcoming SlideShare
Loading in...5
×

Green Marketing

730

Published on

Presentation on Green Marketing

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
730
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
1
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Transcript of "Green Marketing"

  1. 1. Green Marketing: Consumer Driven Success By: Kellie Bonham
  2. 2. Outline: 1. Background & Introduction 2. The Green Marketplace 3. The Green Consumer 4. Being Heard: Greenpeace 5. Apple: The Greenest Family of Notebooks? 6. “Greenwashing” 7. Conclusion
  3. 3. What is Green Marketing? • Green marketing, a new concept, refers to the specific development, pricing, and promotion of environmentally safe products, in an environmentally sensitive manner • It is: Consumer Driven!
  4. 4. Green Marketplace: • Sustainable Economy (76 billion dollars) • Healthy Lifestyles (27 billion dollars) • Alternative Medicine (30 billion dollars) • Personal Growth (10 billion dollars) • Ecological Lifestyles (81 billion dollars)
  5. 5. The Green Consumer: • Highly Educated • Average Income • Least Price Sensitive • Favor value • Brand loyal • Influential to other consumers • Early Adopters • Consistent with morals, ethics & beliefs
  6. 6. The Consumer Voice!
  7. 7. Greenpeace • Established in 1971 • One of the largest and most successful environmentalist groups today • Your voice is your strongest weapon! • Consumers CAN get what they WANT
  8. 8. Greenpeace • Protested against: McDonald’s, Target, Kleenex…. Etc. • However, most recently, towards the end of 2008, Greenpeace won a major battle with a huge technological corporation…. • Anybody know who?
  9. 9. Apple
  10. 10. Apple • Pressure from environmentalist groups like Greenpeace • Threats from consumers to boycott Apple products and opt for companies with a greener agenda (HP and Toshiba) • Consumer Trends/ Social Trends • Overall “Apple” mentality http://www.youtube.com/watch?v=AqJl6huz4y0
  11. 11. Successful Green Companies: • Planet- Friendly • Authentic • Honest • Offer Superior Performance • Make a difference • Hear the consumer voice • Strong Brand Name
  12. 12. Examples: • Bank of America • DuPont • S.C. Johnson • Honda • Starbucks • HP • General Electric
  13. 13. “Greenwashing” • When the consumer is lead to believe that the brand or product they purchase is of green standards when it is not. • The Accused: Kleenex, Fiji Water, IKEA • Destroys brand image and customer loyalty • Loss in profits
  14. 14. Kleenex • Kleenex and Kimberly-Clark have recently been accused of false advertising green products, when in fact, only the box is recycled material. •Loyal customers feel betrayed, brand image is at risk!
  15. 15. Questions: • Does green marketing actually exist? • Is this just a social/consumer trend? • Are companies going green for the right reasons?
  16. 16. Think about it! • Visit Greenpeace.org • Do some research • Buy green products!
  17. 17. Works Cited: • http://www.apple.com/hotnews/agreenerapple/ • Greenpeace. http://www.greenpeace.org • The Effect of Green Marketing: Consumer Trends Drive Profit. http://www.youtube.com/watch?v=xj1TqhJLaQI • Going Green. https://www.wecanlivegreen.com/greenliving/go inggreen.html
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×