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    How can companies successfully build a green brand image How can companies successfully build a green brand image Presentation Transcript

    • GREEN & ADVERTISING How can companies successfully build a green brand image? 6 case studies Diana Cheikh-AliSarah Hudson Marie Charlotte Maillet Stéphanie MaillardBusiness & the Environment Anne Porte
    • AgendaIntroductionConcepts &Theoretical Framework1.1 Green marketing presentation1.2 Green Branding1.3 The Theoretical FrameworkResearch Methodology2.1 Data collection Analysis: Case Studies 3.1 Product Innovation : Lafarge & Feelzgood 3.2 Make Sustainable Development : Starbucks & The Body Shop 3.3 Follow the trend : Le Chat & BN Limits & Recommendations 2 Conclusion
    • INTRODUCTION / I.CONCEPTS OF GREEN MARKETING/ II.RESEARCH METHODOLOGY/ III. ANALYSIS/ IV.LIMITS AND RECOMMENDATIONS What would be for you brands that have successfully built a Green Image? GREEN ADS – vosten  http://www.youtube.com/watch?v=km0G-TqR2P4 3
    • I.Concepts of Green Marketing 4
    • INTRODUCTION / I.CONCEPTS OF GREEN MARKETING/ II.RESEARCH METHODOLOGY/ III. ANALYSIS/ IV.LIMITS AND RECOMMENDATIONS 1.1 What is Green Marketing? Green marketing is the marketing of products that are presumed to be environmentally safe. Green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. (American Marketing Association) 5
    • INTRODUCTION / I.CONCEPTS OF GREEN MARKETING/ II.RESEARCH METHODOLOGY/ III. ANALYSIS/ IV.LIMITS AND RECOMMENDATIONS 1.1 The Green Marketing concept (2) Management Therory Ethics and Environmental GREEN social concerns MARKETING marketing New dimension 6
    • INTRODUCTION / I.CONCEPTS OF GREEN MARKETING/ II.RESEARCH METHODOLOGY/ III. ANALYSIS/ IV.LIMITS AND RECOMMENDATIONS 1.1 The Green Marketing concept (3) Environmental pressure Product value 5 reasons for companies to develop green marketing: (Yu SHAN CHEN) Competitive Corporate advantage image Opportunities, new market The concept green brand equity with its 3 drivers: Green Brand Green Green Trust image Satisfaction 7
    • INTRODUCTION / I.CONCEPTS OF GREEN MARKETING/ II.RESEARCH METHODOLOGY/ III. ANALYSIS/ IV.LIMITS AND RECOMMENDATIONS 1.1 A 50 Year History of Green Marketing (5) Apple, first GENERAL 1977 ELECTRIC 1986 CHERNOBYL 1989 CRUDE OIL 1990 environmen tal policy TOYOTA, Summit Organic first 1992 in Rio de 1999 hybrid 2002 seal of 2006 ALGOR Janeiro approval car 8
    • INTRODUCTION / I.CONCEPTS OF GREEN MARKETING/ II.RESEARCH METHODOLOGY/ III. ANALYSIS/ IV.LIMITS AND RECOMMENDATIONS1.2 From Marketing to Branding (1) Brand intangible asset = A Persuasive Tool Product-plus  concepts associating the brand with lifestyle Environment can be also integrated to lifestyle (Caldero´n et al., 1997) BUILDING A SUSTAINABLE BRANDLower & Fullerton, 1994 Ind, 1997 Urde, 2003 Differentiation of “Applying the values of “Core values influence products attributes: social responsibility to continuity, consistency -visual appearance corporate branding” & credibility in the -promotion building of a brand” brand meaningfulness perceived sustainability profile (Havas Media) 9
    • INTRODUCTION / I.CONCEPTS OF GREEN MARKETING/ II.RESEARCH METHODOLOGY/ III. ANALYSIS/ IV.LIMITS AND RECOMMENDATIONS 1.2 Positive Brand Image (2) Brand’s judgments, (Keller, 2008) Quality Superiority BRAND Credibility Consideration Strategic Marketing  “ ” Companies do Associations  Impact on Consumers’ perception : - Direct experience - Information Companies appeal to: - Word of mouth Rationality - Assumptions Emotion - Identification 10
    • INTRODUCTION / I.CONCEPTS OF GREEN MARKETING/ II.RESEARCH METHODOLOGY/ III. ANALYSIS/ IV.LIMITS AND RECOMMENDATIONS 1.3 Theoretical Framework 1> GREEN • Real production innovation INNOVATION • Concrete environmental issues and actions “CREATE GREEN” • Manufacturing process / usage / new eco-product 2> GREEN BRAND • Consistent green brand image “BE GREEN” • True sustainable policy as a core identity • Claim to follow approach 1 and/or 2 3> FOLLOW THE • Only based on some part of the marketing mix “GREEN” TREND • Risking green washing practices 11
    • II. Research Methodology 12
    • INTRODUCTION / I.CONCEPTS OF GREEN MARKETING/ II.RESEARCH METHODOLOGY/ III. ANALYSIS/ IV.LIMITS AND RECOMMENDATIONS 2.1 Data Collection Theoretical approach : –Studies from academic sources –Business journals and articles Concrete approach: –Examination of corporate documentation –Legal institutions’papers –Internet websites and blogs Case studies analysis + Theoretical & Concrete approaches To illustrate the 3 green brand building strategies 13
    • III. Analysis 14
    • INTRODUCTION / I.CONCEPTS OF GREEN MARKETING/ II.RESEARCH METHODOLOGY/ III. ANALYSIS/ IV.LIMITS AND RECOMMENDATIONS 3.1 Product innovation: Lafarge & new alternative resources How do they reduce emissions?Presence of CO2 Using industrial by-products such as fly ashreduced with Clinker Reducing the amount of clinker requiredlocally available Using naturally occurring local products such asalternatives to the volcanic rock pozzolanfossil fuels Results Cement Reduction by a third of cement production ‘s emissions Aggregates Concrete Innovative concretes to reduce footprint: DUCTAL or ThermediaTM 0.6B Construction Models Research Gypsum Co-chairing the WBCSD’s Energy Plasterboard Efficiency in Buildings (EEB) project Actions Buildings Saving energy in their own buildings and in buildings built with their products 15
    • INTRODUCTION / I.CONCEPTS OF GREEN MARKETING/ II.RESEARCH METHODOLOGY/ III. ANALYSIS/ IV.LIMITS AND RECOMMENDATIONS3.1 Product innovation: Ziploc Evolve Process Innovation 25% less plastic in a manufacturing process partly powered by wind turbines Product Innovation 100% recycled paperboard carton with a minimum of 35% postconsumer content 16
    • INTRODUCTION / I.CONCEPTS OF GREEN MARKETING/ II.RESEARCH METHODOLOGY/ III. ANALYSIS/ IV.LIMITS AND RECOMMENDATIONS 3.2 Make sustainable development: Starbucks TOWARD 100% REUSABLE OR TAKING ON RECYCLABLE CLIMATE CHANGE2015 : 100% of the cups Finding way to minimize use of energy2015 : recycling available in 100% of the stores End of 2010 : reduce energy use 2012: water conservation “Green” certification in 2010 Work with Conservation International BUILDING GREEN STORES Environmental stewardship “Weve always believed in caring for the environment.”  LEED® certification  Ongoing efforts to green stores 17
    • INTRODUCTION / I.CONCEPTS OF GREEN MARKETING/ II.RESEARCH METHODOLOGY/ III. ANALYSIS/ IV.LIMITS AND RECOMMENDATIONS3.2 Make sustainable development: The Body Shop “We believe there is only one way to be beautiful, nature’s way.” AGAINST ANIMAL TESTING SUCCEED IN BUILDING A GREEN BRAND IMAGE EQUITY Without conventional advertisingDEFEND SUPPORT Strong associationsHUMAN COMMUNITY Packaging, merchandising, staff,RIGHTS TRADE sourcing policies, social action VALUES Public relations Word of mouth ACTIVATE PROTECT SELF- THE PLANET ESTEEM 18
    • INTRODUCTION / I.CONCEPTS OF GREEN MARKETING/ II.RESEARCH METHODOLOGY/ III. ANALYSIS/ IV.LIMITS AND RECOMMENDATIONS3.3 Follow the trend: Le Chat Advertising design Launched in 2008 by - Green colours Henkel - Surfactants of plant Polemic since 2009 origin - 100% biodegradable - Works with cold water“We dont change the worldwith a detergent but we can “Involvement for a more contribute to it.” ecological detergent.” Water footprint Abusive use of eco - Polluting arguments components: palm oil, - Lack of transparency allergen fragrances and moderation SAYING IS NOT ALWAYS DOING - No official label 19
    • INTRODUCTION / I.CONCEPTS OF GREEN MARKETING/ II.RESEARCH METHODOLOGY/ III. ANALYSIS/ IV.LIMITS AND RECOMMENDATIONS3.3 Follow the trend: THE AD • Message = Eating BN contribute to reduce green²house gas emissions • The teacher “BN” + “Shadok” explicative style • Lesson simulation directed to kid on current issues => BN = an eco-brand! BRAND VISION : A NEW IMAGE FOR A NEW POSITIONING • Differentiation : new packaging, whole wheat cereals and no hydrogenated fat contents • Create a break using humor and impertinence : “Difference is good” • Advertising agency Fred & Farid reputed for their innovative work INDEPENDENT ADVERTISING OBSERVATORY VISION : •Vocabulary conducting to misunderstanding / confusion •Clumsy green allusions + lack of information •Huge shortcuts => Absurd conclusion •Inappropriate use of education codes : teacher, board, explicative drawing… 20
    • IV. Limits &Recommendations 21
    • INTRODUCTION / I.CONCEPTS OF GREEN MARKETING/ II.RESEARCH METHODOLOGY/ III. ANALYSIS/ IV.LIMITS AND RECOMMENDATIONS 4.1 When the line between greenwashing and sustainable actions is overlapped Have you noticed mcdonalds’ facelift? Concrete commitments in green orientation for 10 years • Renovation of the restaurants • Use of renewable sources of energy • Used oil -> transformed in biodiesel • Creation of the EcoProgress software • Reduction of greenhouse gases 22
    • INTRODUCTION / I.CONCEPTS OF GREEN MARKETING/ II.RESEARCH METHODOLOGY/ III. ANALYSIS/ IV.LIMITS AND RECOMMENDATIONS 4.2 Green Washing: Risks of a declining trend RISE OF NEW DEMAND INTRODUCTION GROWTH• AWARENESS -> GLOBAL WARMING • BIG COMPANIES START USING GREEN • FIRST CONCRETE EXCESS IN GREEN AND SUSTAINABLE DEVELOPMENT STRATEGIES PRACTICES• IMPLEMENTATION -> GREEN • ONLY EARLY ADOPTERS ARE AWARE • SHELL CASE (2007) STANDARDS AND NORMS OF THIS PRACTICE "DON’T THROW ANYTHING AWAY.• SOME CONSUMERS -> MORE • FEW GREEN WASHING CASES AND THERE IS NO AWAY.” EXIGENT ABOUT COMPANIES’ NOT DENOUNCED GREEN COMMITMENT DECLINE MATURITY / OVERUSE • GENERAL AWARENESS OF THESE • USE OF GREEN MARKETING ++ => GREENWASHING PRACTICES ++ ? PRACTICES • CONSUMERS -> ++ TRANSPARENCY • IMPLEMENTATION -> REGULATION AND SINCERITY ABOUT GREEN ALLUSION IN • NICOLAS RIOU (2009) ADVERTISING (ARPP – THE GREENWASHING IS BECOMING ENVIRONMENTAL CHART) USELESS 23
    • INTRODUCTION / I.CONCEPTS OF GREEN MARKETING/ II.RESEARCH METHODOLOGY/ III. ANALYSIS/ IV.LIMITS AND RECOMMENDATIONS 4.3 Recommendations: Get ready for green branding! Best strategy for creating a credible brand image combination of Approach 1 & 2 How to face consumer skepticism? 24
    • Conclusion NEW FORMS OF RELATIONSHIPS NEW CONTEXT • Authentic • Transparence • Committed • Interconnection • Empowered • Meaningful NEW BUSINESS Consumer • Trustworthy VALUES • SustainabilityWV “The Fun Theory” examples :Bottle Bank Arcade : http://www.youtube.com/watch?v=zSiHjMU-MUoPiano Stairs : http://www.youtube.com/watch?v=c9au74Y4OGI 25
    • ReferencesAcademic Articles• Chen, Yu shan., (2010). “The Drivers of Green Brand Equity: Green Brand Image, Green Satisfaction, and Green Trust ”. Journal of business ethic.• Cronin, J., Smith, J.S., Gleim, M.R., Ramirez, E., (2011). Green marketing strategies: an examination of stakeholders and the opportunities they present. Journal of the Academy of Marketing Science Vol 39, Number 1.• Lane Keller,K., Apéria,T., Georgson,M. (2008). Strategic brand management: a European perspective, Pearson Education.• Kent, T., Stone, D., (2007). The Body Shop and the role of design in retail branding. International Journal of Retail & Distribution Management, Vol.35 Issue 7.• Peattie,K., Crane,A., (2006). Green marketing: legend, myth, farce or prophesy? Qualitative Market Research: An International Journal Vol.8 Issue 4.• Pickett-Baker, J., Ozaki, R., (2008). Pro-environmental products: marketing influence on consumer purchase decision, Journal of Consumer Marketing Vol. 25 Issue 5.• Yu,N., (2007). The green consumption movement: the roles of government, business, academia, NGO’s and consumers. 26
    • ReferencesBooks• Riou, N., (2009), Marketing Anatomy: Les nouvelles tendances marketing passées au scanner, Eyrolles.Web Pages/Articles• Bousquet, E., Lecluyse, E., (2010). ‘Le Flop 10 des pubs pseudo-écolos’, L’Express, 15 February 2010, [online] http://www.lexpress.fr/actualite/environnement/le-flop-10-des-pubs-pseudo- ecolos_849042.html (Accessed 2 February 2011)• Molinario, M., (2009). McDonald’s se met au vert [online], http://www.lejdd.fr/Ecologie/Economie/Actualite/McDonald-s-se-met-au-vert-156857/# (Accessed 4 February 2011)• Observatoire Independant de la Publicité, (2009). BN diminiue les GES [online], http://observatoiredelapublicite.fr/2009/09/18/bn-diminiue-les-ges/ (Accessed 2 February 2011)• Masson, D., (2009). Le Chat sur la sellete, Stratégies Magazine n°1553, (January 2009) [online], http://www.strategies.fr/actualites/marques/120298W/le-chat-sur-la-sellette.html (Accessed 31 January)• Watin-Augouard, j., (2010). BN cap sur la différence, Prodimarques n°69 (January 2010) [online], http://www.prodimarques.com/documents/gratuit/69/bn-cap-sur-la-difference.php (Accessed 2 February 2011) 27
    • THANK YOU FOR BEING WITH US TODAY 28