Marketing strategies to reach the green consumer


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Presentation on the Marketing strategies to reach the green consumer across the different industries. With relevant examples given for each..

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Marketing strategies to reach the green consumer

  1. 1. Marketing strategies to reach the green consumer<br />By,<br />Vinyas S.<br />
  2. 2. Agenda<br />Introduction<br />Definition<br />Strategies<br />Barriers<br /> Benefits <br /> Conclusion<br />
  3. 3. Introduction<br />
  4. 4.
  5. 5. But, why do all manufacturing firms ignore?? <br />
  6. 6. Definition: Green Consumer<br />Green consumer is someone who is very concerned about the environment and, therefore, only purchases products that are environmentally-friendly or eco-friendly.<br /> Prefers products –<br /> made from natural ingredients<br /> not causing pollution<br /> made from recycled materials<br />
  7. 7. Definition: Green Marketing<br />Roots from the term ecological marketing in the late 1980s<br />Green Marketing is marketing of products <br />that are presumed to be environmentally<br /> safe<br />Incorporates activities:<br />Including product modification<br />Changes to the production process<br />Packaging changes<br />Modification in advertising<br />
  8. 8. STP for green consumers<br />
  9. 9. Marketing mix of Green Marketing<br /> Product<br /> Developed on the needs of the customer<br />Recycled materials<br /> Reduce energy and money<br /> Reduce harmful effects<br />
  10. 10. Contd..<br />Price<br />Takes into consideration People, Planet and <br /> profit<br />Change through functionality<br />E.g: Ikea consumers being charged for opting plastic bags.<br />
  11. 11. Contd..<br />Place<br /> Managing logistics<br /> Reduce the carbon foot prints<br />E.g: Local production of an item to reduce carbon emission<br />
  12. 12. Contd..<br />Promotion<br /> Attracts customer on the basis of performance, money savings, health and convenience and environmental friendliness to target green consumers.<br />Social networking<br />E.g: Local production of an item to reduce carbon emission<br />
  13. 13. Marketing Strategies<br />
  14. 14. FMCG<br /> Future Friendly campaign<br /> 80% energy used in heating water<br /> Product - Tide Coldwater<br /> Supplier Environmental Sustainability Scorecard <br />
  15. 15. Recycled Polyster for making jerseys<br />Recycled 19 mn. plastic bottles  2009<br />Recycled 82 mn. plastic bottles  2010<br />World cup jerseys.<br />1 jersey -> 8 bottles from landfills<br />96% fewer toxins in Air Jordan Shoes.<br />
  16. 16. Automobiles<br /> Honda FCX Clarity <br />Uses fuel cell technology<br />By combining oxygen and hydrogen in a fuel cell stack, electricity is generated to run the vehicle<br />“Greenest automaker” award – 4 years<br />
  17. 17. Information Technology<br />Retail store Technology of IBM<br />Upgradeable, Reuse and Recycle<br />Build with recycle materials<br />Save energy<br />Minimize environmental impact<br />Dispose safely<br />
  18. 18. Services<br />Idea cellular GO GREEN campaign with Café Coffee Day and Barista.<br />People can download the menu card and bill on their mobile phones<br />
  19. 19. Banking<br />HSBC recent campaign for paperless banking.<br /> Any new checking customer who pay three bills online receive a green kit filled with coupons and other goodies.<br />
  20. 20. Banking (contd..)<br />Green-channel banking initiative<br />Promote paperless work<br />Reducing the foot fall in over burden ATMs and branches<br />Installation of 10 windmills in TamilNadu<br />
  21. 21. Electronic Goods<br />Philips EcoVision4 program<br />Generate 30% of total revenues from Green Products<br />Double investment in Green Innovations to a cumulative EUR 1 billion<br />Improve operational energy efficiency by 25% and reduce CO2 emissions by 25%.<br />
  22. 22. Barriers<br />Green Washing<br />McDonald’s – They look for cash instead of earth<br />Creates a confusion among the consumers on the credibility of the green products<br />
  23. 23. Benefits<br />Employees feel they are working for an environmental friendly product<br />Saves money in the long run<br />Markets products and services keeping the environment aspects in mind<br />Helps to access the new markets and enjoy competitive advantage<br />
  24. 24.
  25. 25. THANK YOU<br /><br />