Going green: marketing challenge Kyiv National University of Technologies and Design Beznosyk Marina
Concerns  over climate change Water  shortage Health  concerns Rising energy   prices Growing  demand for ‘ green’  produc...
Green marketing  -  is the integrated management process responsible for identifying, forecasting and satisfying the needs...
Marketers Environmentalists Stimulate  consumption Reduce consumption
Key principles of sustainable approach <ul><li>using natural resources at a rate at which environmental systems or human a...
Green marketing: pros and cons Strong brand Customer loyalty Engaged employees Savings  Additional costs  for 'greening' S...
New  approaches for Target  market Product Promotion Price Placement Packaging
Environmentally  friendly  product Non toxic; energy and water-efficient; harmless to the environment; recyclable; biodegr...
Price C onsumer demand for green products can allow paying the addition of a green price premium.  The emphasis not on  'p...
Packaging <ul><li>Can often be safely and cost-effectively reduced without expensive changes to core product or production...
Promotion a dialogue with   stakeholders, customers aimed at informing and educating  customers seeking to establish the s...
Advertising On-pack  promotion Direct mail Personal selling PR Integrated communications
Placement  as channels of distribution that serve as the means for getting the product to the target customers Fuel, consu...
If you  you  but reduce the resources  consumed and the energy used in distribution   reduce level of  protection for the ...
Solution replacing  global production and  distribution chains on a more regional  or local scale may allow  economies of ...
Green marketing is a sustainable way for running a business, which allows receiving benefits from eco-conscious behavior  ...
 
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Going green: marketing challenge (робота на Majesty of Marketing 2009, Dnipropetrosk)

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Green marketing is the integrated management process responsible for identifying, forecasting and satisfying the needs of customers and society, in a profitable and sustainable way. Sustainable way means that companies develop constantly and use natural recourses rationally.

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Going green: marketing challenge (робота на Majesty of Marketing 2009, Dnipropetrosk)

  1. 1. Going green: marketing challenge Kyiv National University of Technologies and Design Beznosyk Marina
  2. 2. Concerns over climate change Water shortage Health concerns Rising energy prices Growing demand for ‘ green’ products: recycled paper, unleaded fuel, organic food Green marketing
  3. 3. Green marketing - is the integrated management process responsible for identifying, forecasting and satisfying the needs of customers and society, in a profitable and sustainable way. Sustainable Constant development Rational use of natural resources
  4. 4. Marketers Environmentalists Stimulate consumption Reduce consumption
  5. 5. Key principles of sustainable approach <ul><li>using natural resources at a rate at which environmental systems or human activity can renew them </li></ul><ul><li>producing pollution and waste at a rate which can be absorbed by environmental systems without harm to their viability </li></ul>
  6. 6. Green marketing: pros and cons Strong brand Customer loyalty Engaged employees Savings Additional costs for 'greening' Strong supply chain
  7. 7. New approaches for Target market Product Promotion Price Placement Packaging
  8. 8. Environmentally friendly product Non toxic; energy and water-efficient; harmless to the environment; recyclable; biodegradable. Environmentally friendly process by which product is created Use ‘green’ energy from renewable resources; cruelty-free cosmetics
  9. 9. Price C onsumer demand for green products can allow paying the addition of a green price premium. The emphasis not on 'purchase price' 'total cost' 'cost-per-use'
  10. 10. Packaging <ul><li>Can often be safely and cost-effectively reduced without expensive changes to core product or production process </li></ul><ul><li>No risk of loosing clients </li></ul><ul><li>Packaging materials can be reused and recycled </li></ul>
  11. 11. Promotion a dialogue with stakeholders, customers aimed at informing and educating customers seeking to establish the social and environmental principles of the company and its products
  12. 12. Advertising On-pack promotion Direct mail Personal selling PR Integrated communications
  13. 13. Placement as channels of distribution that serve as the means for getting the product to the target customers Fuel, consumed while transporting Packaging, used for transporting
  14. 14. If you you but reduce the resources consumed and the energy used in distribution reduce level of protection for the product Reduce package thickness Use large trucks reduce the amount of fuel consumed per product unit moved have a greater negative impact on roads and the communities they pass through
  15. 15. Solution replacing global production and distribution chains on a more regional or local scale may allow economies of distance to outweigh economies of scale
  16. 16. Green marketing is a sustainable way for running a business, which allows receiving benefits from eco-conscious behavior Green changes must be complex, including product, price, packaging, placement and promotion Green marketing can minimize negative (and maximize positive) impacts of business activity and introduce solutions, which fulfill acceptable societal demands and needs.
  17. 18. Questions?

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