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Comunicare il verde: il green marketing di Ikea e Coop

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Green marketing: cos’è? In che modo può aiutare le aziende a fare business sostenibile? Come aiuta gli ambientalisti a sensibilizzare l’opinione pubblica? Focus su Coop Italia e Ikea: differenti strategie di CSR, corporate social responsibility.

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Comunicare il verde: il green marketing di Ikea e Coop

  1. 1. COMUNICARE IL VERDE: IL GREEN MARKETING DI IKEA E COOP Marco Apostoli Cappello – Master in Comunicazione delle Scienze 2011 Email : [email_address] Profilo LinkedIn : http://tinyurl.com/88h7jlx
  2. 2. Le parole chiave della mia analisi
  3. 3. Green marketing + Obiettivo: far sembrare normale ed accettabile la scelta di vita ecologica ≠ Greenwashing Obiettivo: far sembrare ecologiche le attività normali e quotidiane
  4. 4. Matrice teorica delle strategie di green marketing (Grant) A. VERDE B. PI Ù VERDE C. MOLTO VERDE 1. AZIENDALE Dare l'esempio Sviluppare il mercato Creare nuove forme di business 2. SOCIALE Avere partner credibili Creare marchi tribali Ideare “cavalli di Troia” 3. PERSONALE Sottolineare i vantaggi collaterali Cambiare le abitudini d'uso Agire sugli stili di consumo
  5. 5. VERDE L'azione di green marketing ha solo obiettivi commerciali Promuove un prodotto, un marchio o un'azienda più verde di altri mettendone in risalto la differenza rispetto ai concorrenti Dare l'esempio Framing Pointing Avere partner credibili Certificazioni ambientali Cause-related marketing Sottolineare i vantaggi collaterali Più Meno
  6. 6. PI Ù VERDE L'azione di green marketing ha obiettivi sia commerciali che ambientali Riesce a cambiare il modo in cui le persone usano il prodotto Sviluppare il mercato Educazione ambientale Promozione di scelte ecosostenibili Creare marchi tribali Esclusione Inclusione Cambiare le abitudini d'uso Conversione dei consumi Riduzione dei consumi
  7. 7. MOLTO VERDE Rende normali ed accettabili nuovi stili di vita più ecosostenibili Creare nuove forme di business Collaborazione attiva con gli utenti Maggiore utilizzo dei canali social web Ideare “cavalli di Troia” Innestare il messaggio nella tradizione Creare una “moda” verde Agire sugli stili di consumo Tesaurizzazione Condivisione Oltre agli obiettivi commerciali e ambientali l'azione di green marketing ha anche scopi di modificazione culturale
  8. 8. Green marketing : analisi di due case studies Anno di nascita: 1943 Anno di nascita: 1967 Punti vendita in Italia: 19 Punti vendita in Italia: 1.444 Numero dipendenti in Italia: 6.285 Numero dipendenti in Italia: 56.682 Fatturato 2010 (Italia): 1.540 milioni di euro Fatturato 2010: 12.898 milioni di euro Mission : “Creare una vita quotidiana migliore per la maggioranza delle persone” Mission : “Offrire ai soci beni e merci di qualità a prezzi e condizioni vantaggiose”
  9. 9. Filosofia aziendale: l'importanza della cost consciousness Politica dei prezzi low cost Fornitori Acquisto di grandi volumi di merci Ricerca dei fornitori più economici Filiera corta: fornitori il più possibile vicini ai punti vendita Punti vendita Confezioni piatte dei prodotti per ottimizzare lo spazio in magazzino e ridurre i costi di trasporto Trasporto finale e montaggio dei prodotti a carico del cliente
  10. 10. Filosofia aziendale: i princ ìpi e i valori della cooperazione Partecipazione attiva dei soci Adesione economica (quota sociale) Meccanismi di controllo democratico da parte dei soci (voto individuale e assemblee dei rappresentanti eletti) Promozione dei valori di solidarietà ed equità attraverso iniziative culturali Impegno attivo per lo sviluppo sostenibile nella comunità locale Difesa dell'ambiente
  11. 11. Le strategie di green marketing : IKEA e Coop A. VERDE B. PI Ù VERDE C. MOLTO VERDE 1. AZIENDALE Dare l'esempio Sviluppare il mercato Creare nuove forme di business 2. SOCIALE Avere partner credibili Creare marchi tribali Ideare “cavalli di Troia” 3. PERSONALE Sottolineare i vantaggi collaterali Cambiare le abitudini d'uso Agire sugli stili di consumo
  12. 12. Si può comunicare meglio il verde? Il green marketing di IKEA e Coop è ancora molto sbilanciato sull'iniziativa aziendale Possibile soluzione: i due gruppi dovrebbero cercare di potenziare i rispettivi canali social web Obiettivo: un maggiore coinvolgimento attivo dei clienti nella creazione delle iniziative di green marketing
  13. 13. FINE Marco Apostoli Cappello – Master in Comunicazione delle Scienze 2011 Email : [email_address] Profilo LinkedIn : http://tinyurl.com/88h7jlx
  14. 14. Quest'opera è stata rilasciata con licenza Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Italy. Per leggere una copia della licenza visita il sito web http://creativecommons.org/licenses/by-nc-nd/3.0/it/ o spedisci una lettera a Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
  15. 15. Quadrante A1: dare l'esempio
  16. 16. Quadrante A2: avere partner credibili
  17. 17. Quadrante A3: sottolineare i vantaggi collaterali Quadrante B2: creare marchi tribali
  18. 18. Quadrante B1: sviluppare il mercato Quadrante B3: cambiare le abitudini d'uso
  19. 19. Quadrante C3: agire sugli stili di consumo

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