NATIONAL RESEARCH CONFERENCE                                     October 5, 2010




Title:         Integrating Green Mark...
NATIONAL RESEARCH CONFERENCE                                               October 5, 2010
   An analysis of recent Market...
NATIONAL RESEARCH CONFERENCE                                                               October 5, 2010




Table of Co...
NATIONAL RESEARCH CONFERENCE                                   October 5, 2010
Wikipedia defines Green brands as those bra...
NATIONAL RESEARCH CONFERENCE                                                 October 5, 2010
Reduce: to decrease waste and...
NATIONAL RESEARCH CONFERENCE                                              October 5, 2010
which signifies the technical pe...
NATIONAL RESEARCH CONFERENCE                                                October 5, 2010
complimenting intrinsic worth ...
NATIONAL RESEARCH CONFERENCE                                                October 5, 2010
4. Innovative Media


There ha...
NATIONAL RESEARCH CONFERENCE                                                    October 5, 2010
TV and radio ads direct li...
NATIONAL RESEARCH CONFERENCE                                                October 5, 2010



Cross will impact Green Mar...
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Integrating Green Marketing Communications Avinash Mantri

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Integrating Green Marketing Communications Avinash Mantri

  1. 1. NATIONAL RESEARCH CONFERENCE October 5, 2010 Title: Integrating Green Marketing Communications Author: Avinash Mantri Faculty: Advertising & Brand Management SIES (Nerul) College of Arts, Science & Commerce Director: Purple Grape Promotions 1404, Orchid, Kesar Gardens Sector 20, Kharghar Navi Mumbai 410210, India Email: nashhman@gmail.com Tel no: +91 22 27749487 Fax no: +91 22 27749487 Mobile: +91 9930233742 Abstract Integrating Green Marketing Communications Paper Presentation by Avinash Mantri 1
  2. 2. NATIONAL RESEARCH CONFERENCE October 5, 2010 An analysis of recent Marketing Communication has indicated Pseudo Environmentalism as a USP to enable brands to not just position, but even “hard sell” them into the Consumer’s mindspace. Consumer empowerment with relevance to brand-focused and CSR-focused Green initiatives is gaining significance. Green Communication streamed through both Conventional and New-age Media allows him to interface with fraternities, unleashing his Green activism through the Interactive Social aspect of the Digital Media. The study has been based on assessment of Consumers, their assessment of Brand Communication, Brands and organizations who have adopted holistic practice of instituting “Green Methodology” in their Brand Architecture. Beginning from inception of brands, evoluting, incarnating and strategically positioning them into the Consumer’s realm. The data generated, polarizes itself with extensive qualitative based techniques of Primary research methodologies of Field data collection, Focus group behavior analysis and Top of Mind Awareness Tests. Secondary Research influences gave been attributed by exploring major green initiatives of brands chronicled through various Case histories of recent times. The immediate derivatives of Green Marketing through its most proactive Marketing Communication- Green Advertising and its synergizing effectiveness with other Integrated Marketing Communications tools have been amalgamated into this study. Green Advertising practices- Campaigns, Media selection, ethics, laws and effectiveness and impact on the Brand-Consumer Matrix have been introspected. The Research juxtaposes the Multi-cultural, multi ethnic and diverse Indian Consumer mind and the implications of Green Marketing Campaigns. The study concludes with strong references to future Industry practices against the background of alarming depletion of natural resources, suggestions of sustainable energy resources and potential achievements of Carbon Credit Trading and Eco– certifications. Global advertising, emergence of eco-friendly Media–both traditional and ambient, Value- engineering green practices in brands; are areas of key references which have been researched to formulate the findings in Conclusion. Integrating Green Marketing Communications Paper Presentation by Avinash Mantri 2
  3. 3. NATIONAL RESEARCH CONFERENCE October 5, 2010 Table of Contents 1. Introduction ----------------------------------------------------------------------------- 4 1.1 Definition 2. CSR- Green Initiatives ----------------------------------------------------------------- 4 2.1 Green Brand Communication 2.2 Green Advertising 3. Advertising Campaigns ----------------------------------------------------------------- 6 3.1 Print 3.2 OOH (Out of Home) 3.3 Broadcast 3.4 New age Digital 3.5 Green Marketing TV 4. Innovative Media------------------------------------------------------------------------ 7 4.1 Corporate Gifting and Promotional Items 4.2 Green Events and Public Relations 5. Integrating 360 degrees Marketing Communications: The Green Way------ 8 6. Leveraging Green Marketing Integration ---------------------------------------- 9 7. Conclusion------------------------------------------------------------------------------- --9 1. Introduction Integrating Green Marketing Communications Paper Presentation by Avinash Mantri 3
  4. 4. NATIONAL RESEARCH CONFERENCE October 5, 2010 Wikipedia defines Green brands as those brands that consumers associate with environmental conservation and sustainable business practices. Such brands appeal to consumers who are becoming more aware of the need to protect the environment. A green brand can add a unique selling point to a product and can boost corporate image. However, if a company is found or perceived to overstate its green practices its green brand may be criticized as greenwash . Organizations in the new world have rapidly learned that being green – and being seen to be green – makes good business sense. Certification marks figure prominently among the proliferating eco-labelling schemes, which signal a company’s climate-friendly credentials. Al Gore’s documentary, An Inconvenient Truth, the international Live Earth concert series and intensive media coverage of the United Nations December summit in Bali have helped make climate change a universal and pressing concern. Among mainstream consumers there’s now a real sense that environmental protection is urgent. They want to live a greener life, and their spending patterns reflect their desire to see the brands they use go green as well. 1.1 Definition American Marketing Association defines Green marketing as the marketing of products that are presumed to be environmentally safe. Thus green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. Yet defining green marketing is not a simple task where several meanings intersect and contradict each other; an example of this will be the existence of varying social, environmental and retail definitions attached to this term. Other similar terms used are Environmental Marketing and Ecological Marketing 2. CSR- Green Initiatives Business and Industries have indigenized their CSR green initiatives by practicing the 3 Rs defined as follows: Integrating Green Marketing Communications Paper Presentation by Avinash Mantri 4
  5. 5. NATIONAL RESEARCH CONFERENCE October 5, 2010 Reduce: to decrease waste and/or eliminate needless or inefficient use of resources. If the need for a resource is reduced or eliminated, as in the related concepts of energy reduction and conservation, resources are preserved and financial gains almost accompany the effort. Reuse: to find similar or identical, new, and sometimes novel ways to use the same resource instead of disposing of it. Eliminated new or replacement resources conserve and preserve and almost always come with accompanying financial gains. Recycle: to find other uses for waste materials including re-manufacturing into other products. Recycling materials like cans, glass, paper and cardboard recovers the valuable resources that would otherwise be waste to make new products. For example, glass bottles and jars collected by a recycling service will be cleaned, crushed and recycled into new bottles and jars. 2.1 Green Brand Communication The roadmap to a winning Green Strategy hinges on it been communicated accurately and authentically. The credence of associating symbols, logos and certifications reinforces the corporate brand’s position in defining its position with respect to social responsibility and environmental consciousness. 2.2 Green Advertising According the research conducted Matthew J. Cox, School of Earth & Environment, University of Leeds, using British Petroleum Campaigns as a benchmark for his study: Green advertising is defined as any advert that meets one or more of the following criteria: • Explicitly or implicitly addresses the relationship between a product/service and the biophysical environment. • Promotes a green lifestyle with or without highlighting a product/service. • Presents a corporate image of environmental responsibility. Perhaps the most revealing definition of green advertising fundamentally recognizes it in a two tier form. This two tier approach considers green advertising as being green with a 'g' Integrating Green Marketing Communications Paper Presentation by Avinash Mantri 5
  6. 6. NATIONAL RESEARCH CONFERENCE October 5, 2010 which signifies the technical perspective approach and green with a 'G' which takes into consideration the wider concepts of sustainability. (Dobson cited in Killbourne 1998). 3. Advertising Campaigns 3.1 Print A creative analysis of Tata Steel’s corporate advert features its commitment to environmental responsibility using AIDCA. The verbal and visual content compliment the honest Green message about the Corporate brand finely balanced layout. The Headline- Green Steel is attention grabbing, the visual evokes interest, the desire factor is ignited by an honest body copy, and further credibility and action is added in closing lines and slogan. 3.2 OOH (Out of Home) Vodafone: 'Green Delhi and Clean Delhi' has long been the motto of the Delhi government. The Municipal Corporation of Delhi (MCD), along with Eco-Activate and Vodafone, has rolled out E-rickshaws - a much awaited, battery powered and eco-friendly mode of transportation. E-rick, developed by Eco-Activate, offers a pollution free alternative mode of transportation in the national capital. Coming on the heels of the Commonwealth Games, these hybrid rickshaws have become an addition to the out of home (OOH) industry. Telecom service provider Vodafone is making an attempt, by associating with this project, to make a positive contribution towards conserving the environment. The E-rick has a total advertising space of 180 sq. ft inside and outside and as part of the CSR initiative, the company has branded the entire fleet. Vodafone is also poised to launch a solar powered mobile phone which will prove detrimental to rural users suffering from frequent power breakdowns. The battery sustainability is almost for seven days for a total solar charge. 3.3 Broadcast The Kerala Tourism branding, showcased recently promotes Eco-tourism through this brilliant TVC which doubles up as a destination branding campaign. The TVC displays rich heritage and culture of Kerala branded very well as God’s own country. It’s spiritually Integrating Green Marketing Communications Paper Presentation by Avinash Mantri 6
  7. 7. NATIONAL RESEARCH CONFERENCE October 5, 2010 complimenting intrinsic worth of Eco-friendly hospitality, Ayurvedic and organic cleansing Spas- encouraging healing of the mind and body, and exotic organic gourmet, wildlife tourism display a contemporary yet classic outlook of Brand Kerala. 3.4 New age Digital Social media marketing We have a lot of start-ups sprouting around us that support networking and social interactions - from basic conversations to complete multimedia hosting and sharing solutions. The first step in building marketing plan is to identify exactly who the targeted customers are, and what sites/apps do they use online. The sites and applications that people use, become tools for the marketers. These tools enable direct interactivity with prospects. Here are a few interesting sites to look out for: • Networking: Facebook, Myspace, LinkedIn • Community building: Ning • Article Marketing: EzineArticles, Hub pages, Squidoo • Blogging: WordPress, Blogspot, Blogger • Micro-blogging: Twitter • Eco-friendly Lifestyle: CarbonRally, Zero Footprint, MakeMeSustainable, Celsias, Change.org, BigCarrot, Care2, BeGreenNow • Photo/Video sharing: Flickr, Zooomr, Photobucket, SmugMug, YouTube, Vimeo, sevenload • Livecasting: Ustream.tv, Justin.tv, Stickam, bizbuzztour.com • Virtual worlds: Second Life, The Sims Online, Forterra 3.5 Green Marketing TV Green Marketing TV is the business channel for green business owners and social entrepreneurs, entrepreneurs who care about people, profits, and the planet. It offer news, tips, insights, and compelling interviews that empower entrepreneurs create and grow their triple bottom line business. Integrating Green Marketing Communications Paper Presentation by Avinash Mantri 7
  8. 8. NATIONAL RESEARCH CONFERENCE October 5, 2010 4. Innovative Media There have been innovations in using eco-friendly display media in banners, standees, kiosks using organic material such as bamboo flex. Also, T-shirts, caps, and bags made of jute, bamboo, soya and banana fibre are being experimented with, in the space of ambient media with a green meaning. Corporate stationary and printed paraphernalia using recycled and handmade made paper with organic inks have become the norm for creating astute business statements with green conscience. 4.1 Corporate Gifting and Promotional Items Green promotional gift bags, enviro-satchels, printed tote bags, non woven tote bags and renewable promotional products in Jute, Soya, bamboo, and coconut and banana fibre are redefining Corporate gifting ideas. Eco-tourism and Eco-adventure packages for corporate personnel score high on HR Manager’s -Support Green Philosophy 4.2 Green Events and Public Relations Hosting Events, Instituting awards for promoting sustainable green practices like Carbon Credits, Community Road shows, Tree plantation drives, organizing Seminars, Conferences and Conclaves which hearten the Carbon footprint movement evolve as the seal of credible green marketing. 5. Integrating 360 degrees Marketing Communications: The Green Way Green marketing claims are substantial and which can be decimated superficial, both by Consumer perception and corporate intelligences. Connecting global concerns about sustainability to the consumer choices engendered by green marketing strategies as well as mitigating international agreements that drive corporate innovation in the green marketplace is the challenge ahead. We are witnessing multiple marketing channels already merging and overlapping. Consumers see TV commercials on their laptops and listen to radio ads on their iPhones. Integrating Green Marketing Communications Paper Presentation by Avinash Mantri 8
  9. 9. NATIONAL RESEARCH CONFERENCE October 5, 2010 TV and radio ads direct listeners to websites for special offers, so the best marketing Campaigns use multiple touch points including print, website, social media, telemarketing and mobile. Each online and offline tool has its own strengths in the overall marketing process. TV is ideal for reaching a mass audience while Social Media with its unprecedented openness and authenticity represents powerful way for engaging influential in a two-way conversation. Organizations can boost the impact of their green marketing. Starting by setting up (and even linking—the subject of a future article) a Facebook Page, Twitter and YouTube or other social media account and connect them to their website and have more online points of contact with their consumers. Exploring Facebook for dialogue, Twitter for Tweets and YouTube to showcase new brands and offline commercials. Online presence can be boosted by ensuring the Corporate Brand’s Website, Facebook and Twitter addresses on all marketing materials, stationery, business cards and every form of communication. Further, offering an incentive to encourage people to enrich the Firm’s database with email address or encourage participation in an online social group. Sales Promotional offers like a coupon or discount, or a free newsletter can be suggested .Devising a contest and promote a live Green event; finally, coordinate the distribution of all Company news and content to every channel through Press Conferences and Releases. 6. Leveraging Green Marketing Integration Intermittent connect between marketing channels and emphasis on repurposing the Brand’s Visibility for its green initiatives attribute better offline and online competence. To create a virtuous cycle, establish the foundations for leveraging all marketing initiatives and achieving long-term growth in sales. As new technologies emerge, it can be value- engineered into this cycle, and ensure sustained dominance at the cutting edge of Green Marketing. 7. Conclusion Globally, the quest for sustainable energy resources and potential achievements of Carbon Credit Trading and Eco–certifications like LEED, Green Seals, Blue Angel and Green Integrating Green Marketing Communications Paper Presentation by Avinash Mantri 9
  10. 10. NATIONAL RESEARCH CONFERENCE October 5, 2010 Cross will impact Green Marketing. Global advertising will move beyond branding Go- Green as me-too USP and venture into effecting Brand Prints- enhancing- Carbon Foot Prints. The tangibility and practicability of eco-friendly Media–both traditional and Ambient will score judiciously on the Brand – Consumer Matrix. The Multi-cultural, multi ethnic and diverse Indian Consumer mind will surprisingly be attuned towards implications of Green Marketing Campaigns. The inculcation of rich heritage which has taught him to worship and respect Nature, exhibited through Indian Custom, culinary habits and religious beliefs will have a receptive allowance to Green Marketing Communications References • A. Gore’s documentary, An Inconvenient Truth – 2006 • GREEN MARKETING, PUBLIC POLICY AND MANAGERIAL STRATEGIES- A.Prakash University of Washington – Seattle, USA. May 2002 • Green Advertising M. J. Cox, School of Earth & Environment, University of Leeds 2008 • P. Trivedi, afaqs, New Delhi, September 30, 2010 Section: OOH News Afaqs.com • Blog, The Lowdown on Green Marketing July 2010 Integrating Green Marketing Communications Paper Presentation by Avinash Mantri 10

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