Green Marketing


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Most recent powerpoint presentation created. My Marketing group was assigned Green Marketing and had to present on it.

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  • The ultimate goal for being green is to develop sustainability. Create a world where the human basic needs are meet while preserving the environment not only to continue to provide those needs now but for future generations. Economic-is the production, development and management of materials necessary for life Environment-Our surroundings Social-Living together Bearable-tolerable Equitable-Reasonable in judgment Viable-Capable of living
  • ENERGY STAR-Developed by the U.S. EPA, the program has created energy performance rating systems, on a scale of 1 to 100, as a means for benchmarking the energy efficiency of specific buildings and industrial plants against the performance of similar facilities. LEED-The Leadership in Energy and Environmental Design (LEED) Green Building Rating System, developed by the U.S. Green Building Council (USGBC), provides a suite of standards for environmentally sustainable construction and is currently positioned as the acknowledged standard recognizing high-performing buildings. LEED provides building owners and operators with the tools needed to have an immediate and measurable impact on their building. LEED promotes a whole-building approach to sustainability by recognizing performance in five key areas of human and environmental health: sustainable site development, water savings, energy efficiency, materials selection and indoor environmental quality. There are various rating systems for different types of developments. These developments include schools, retail, healthcare, homes and so on.
  • 1 st grocer in MN to be awarded LEED Gold NC2.2 Certification in their Phalen Park store in St Paul. Gold certification is the second highest certification that can be achieved according to the USGBC Makes them one in three in the nation to obtain the Gold status. The stores qualifies with: 44 skylights that illuminate 75% of regularly occupied spaces using a solar powered GPS system that tracks and redirects sunlight as needed -The first commercial parking lot in MN to be illuminated using just LED light that only need to be replaced every 40 years and provide 50% energy savings -Half of the waste from buildings torn down on the construction site has been reused in the construction of the new building or recycled -35% savings in lighting costs compared to typical Cub stores -A maintenance-free floor eliminating the need for chemicals during the cleaning process -A landscape irrigation system that uses 50% less water than typical systems -Low emission car parking spots. Spots saved for cars that run 35 mph and under
  • Or, trying to stay ahead of the competition Showing your customers that you care about the Earth Go Green follows required steps laid down by the government, Mandie will go into further detail with this later Going Green being an obligation because your competitors are already doing it So, these companies go green because they know it will save money in the long-run
  • So, basically, if a company wants to compete on a higher level they must embrace green marketing
  • (i.e. housing insulation made with eco-sustainable materials instead of asbestos) (i.e. in addition to a “zero-defects” policy also implement “zero-waste”) (i.e. bottled water companies using less plastic in their designs) (i.e. web marketing vs. billboards) (i.e. turning off computers when not in use)
  • Green Marketing

    1. 1. Green Marketing Group 1 November, 2009
    2. 2. Agenda <ul><li>To Be Green </li></ul><ul><li>Green Verifications </li></ul>
    3. 3. To Be Green Sustainable Development
    4. 4. Green Verifications <ul><li>Certifications </li></ul><ul><ul><li>Smart Certification </li></ul></ul><ul><ul><li>Cradle to Cradle Certification </li></ul></ul><ul><ul><li>Forest Stewardship Council (FSC) </li></ul></ul><ul><ul><li>Green Guard </li></ul></ul><ul><ul><li>Scientific Certification Systems (SCS) </li></ul></ul><ul><li>Buildings/Manufactures </li></ul><ul><ul><li>Green Globes </li></ul></ul><ul><ul><li>California Green Building Standards Code </li></ul></ul><ul><ul><li>ASHRE Energy Quotient </li></ul></ul><ul><ul><li>ENERGY STAR </li></ul></ul><ul><ul><li>LEED </li></ul></ul>
    5. 5. Cub Foods <ul><li>1 st grocer in MN </li></ul><ul><li>One of three in the nation </li></ul><ul><li>Qualification consist of: </li></ul><ul><ul><li>44 skylights </li></ul></ul><ul><ul><li>Parking lot uses LED lighting </li></ul></ul><ul><ul><li>Recycles material in building </li></ul></ul><ul><ul><li>Maintenance free flooring </li></ul></ul><ul><ul><li>Low emission car parking spots </li></ul></ul>
    6. 6. <ul><li>There are five basic reasons for a company to “Go Green”: </li></ul><ul><li>Competitive advantage </li></ul><ul><li>Corporate social responsibilities </li></ul><ul><li>Government pressure </li></ul><ul><li>Competitive pressure </li></ul><ul><li>Cost or profit issues </li></ul>
    7. 7. What Marketers are Facing <ul><li>If a company disregards green marketing: </li></ul><ul><ul><li>they risk the loss of new markets, </li></ul></ul><ul><ul><li>the loss of profit sustainability, </li></ul></ul><ul><ul><li>and face a competitive disadvantage to the companies which are concerned for the environment. </li></ul></ul><ul><ul><li>(Dash, n.d., Green Marketing: Opportunities and Challenges, pg. 2) </li></ul></ul>
    8. 8. Challenges for Marketers <ul><li>Green products require renewable and recyclable material, which are costly </li></ul><ul><li>Requires expensive technology (i.e. water treatment technology) </li></ul><ul><li>Majority of people are not aware of green products and their uses </li></ul><ul><li>Majority of customers are not willing to pay a premium for green products </li></ul><ul><li>(Dash, n.d., Green Marketing: Opportunities and Challenges, pg. 3) </li></ul>
    9. 9. Opportunities <ul><li>Companies can incorporate “green-ness” in a variety of ways: </li></ul><ul><ul><li>Product modification </li></ul></ul><ul><ul><li>Changes to the production process </li></ul></ul><ul><ul><li>Packaging changes </li></ul></ul><ul><ul><li>Modifying advertising </li></ul></ul><ul><ul><li>Being more energy-efficient in the office </li></ul></ul>
    10. 10. Carbon Footprint- <ul><li>Total amount of CO2 and other greenhouse gas emissions a person or company is responsible for producing. The footprint is created by excessive energy use and travel, producing waste, or the over use of resources. </li></ul><ul><li>(Freestone, 2007) </li></ul>
    11. 11. Grainger <ul><li>“ Corporate commitment to environmental stewardship is essential to the quality of life for our children and our grandchildren. Our focus on sustainability has two primary elements. In our own operations, we are constantly looking for ways to use resources wisely and reduce our impact on the environment. We help our customers do the same by offering them a growing number of “green” products and services.” </li></ul><ul><li>(Grainger, 2009) </li></ul>
    12. 12. How Has Grainger Reduced Their Carbon Footprint? <ul><li>The first industrial distributor to have LEED certification. </li></ul><ul><li>Increased recycling. </li></ul><ul><li>Switched to a “green cleaning program” </li></ul><ul><li>EPA SmartWay certified shipper </li></ul>
    13. 13. How Has Grainger Helped Customers Reduce Their Carbon Footprint? <ul><li>Conserve energy </li></ul><ul><li>Improve indoor air quality </li></ul><ul><li>Reduce waste </li></ul><ul><li>Conserve water </li></ul>
    14. 14. Obama’s Executive Order <ul><li>30% reduction in vehicle fleet petroleum by 2020 </li></ul><ul><li>26% improvement in water efficiency by 2020 </li></ul><ul><li>50% recycling and waste diversion by 2015 </li></ul><ul><li>95% of all applicable contracts will meet sustainability requirements </li></ul><ul><li>(Obama, 2009) </li></ul>
    15. 15. How Can We Reduce Our Carbon Footprint At Home? <ul><li>Switch to compact fluorescent light bulbs </li></ul><ul><li>Buy local </li></ul><ul><li>Choose EnergyStar appliances </li></ul><ul><li>Use low VOC products (volatile organic compounds). </li></ul><ul><li>Plant trees to provide shade and wind protection for your house </li></ul><ul><li>(16 Ways to Green Your Home) </li></ul>
    16. 16. Work Cited <ul><li>Cub Foods. “Minnesota Grocer Cub Foods Awarded First LEED Gold NC2.2 Building Certification in State”. Earth Times. Mon, 22 Jun 2009.,868559.shtml </li></ul><ul><li>Dash, Sanjit Kumar. (n.d.) Green Marketing: Opportunities & Challenges. In Marketing @ Knowledge Zone . Retrieved November 10, 2009, from </li></ul><ul><li>Doak, Justin. “A Certifications guide”. DDI. October 2009. pg 16. </li></ul><ul><li>Enbysk, Monty. (n.d.) Do you need to turn off your PC at night? In Microsoft small business center . Retrieved November 16, 2009 from uld-you-turn-off-computer.aspx#Shouldyouturnoffcomputer </li></ul><ul><li>Green Marketing. (2009, November 9). Retrieved November 10, 2009, from </li></ul><ul><li>Green modifications lead to reductions of asbestos exposure in homes. (2009, April 17). In . Retrieved November 10, 2009, from reduction-of-asbestos-exposure-in-homes/ </li></ul>
    17. 17. Works Cited, cont. <ul><li>Green Production. (n.d.) In Small business encyclopedia . Retrieved November 10, 2009, from </li></ul><ul><li>LEED Rating Systems. Accessed Saturday, November 14. </li></ul><ul><li>Sustainable Development. Accessed Saturday November 14. </li></ul>