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Green Marketing

Special Topics in Sustainability - December 2012
by

Kendall K

on 13 March 2014

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Transcript of Green Marketing

Ashley & Kendall
GREEN MARKETING
WHAT IS MARKETING?
MARKETING COMPONENTS
SWOT ANALYSIS
GREEN MARKETING
Marketing is the process of communicating
the value of a product of service offered to its customers.
DEFINITION
MARKETING MIX
GREEN MARKETING DEFINITION
GM main potential role is to make more people willing and able to go green.
TYPES OF GM OBJECTIVES
1.
GREEN
- setting new standards - communicate: commercial objectives only
~ product, brand, or company is greener than competitors BUT marketing is straightforward
2.
GREENER
- sharing responsibility - collaborate:
green + commercial objectives
~ marketing itself achieves green objectives
3.
GREENEST
- supporting innovation - cultural reshaping: green + commercial + cultural objectives
~ new ways of life and business models establishes new norm
GREEN MARKETING'S FIVE I'S
1. Intuitive: making better alternatives accessible and easy to grasp.
THE SEVEN SINS OF GREEN WASHING
1. Sin of the hidden tradeoff
2. Sin of no proof
3. Sin of vagueness
4. Sin of irrelevance
5. Sin of fibbing
6. Sin of lesser of two evils
7. Sin of worshiping false labels
STP
SEGMENTATION
Process of dividing large, heterogeneous markets into smaller subsets of people or businesses with similar needs and responsiveness to marketing mix offerings. Can be geographic, demographic, psychographic , or behavioral.
Hopkins' Market Segment: Higher Education
TARGETING
Is the process of evaluating segments and selecting one or more segments as the focus of certain marketing mix offerings.
Hopkins' Targets: College Students; Faculty; Staff
POSITIONING
The place that a product or service occupies in consumers' minds relative to competing products or services. It is the "big idea" associated with the product in consumers' minds.
Where do you think the Sustainability Network is positioned relative to its competitors?
BRANDING
WHAT IS A BRAND?
A brand can convey the following types of meanings, or a combination of them:
attributes, benefits, values, culture, or personality.
A brand is a name, term, design, or symbol that represents a good or service.
BRAND: SUSTAINABILITY NETWORK
Which meanings apply directly to our brand?
How do we increase visibility and identity of the brand?
Three Criteria:
1. Commercial Outcomes
2. Environmental Outcomes
3. Cultural Outcomes
2. Integrative: combining commerce, technology, social effects, and ecology.
3. Innovative: creating new products and new lifestyles.
4. Inviting: a positive choice not a hair shirt.
5. Informed: lack of knowledge is what most distorts people's behavior.
SEGMENTATION, TARGETING, POSITIONING
SWOT
STRENGTHS
WEAKNESSES
OPPORTUNITIES
THREATS
APPLYING SWOT
What are some
STRENGTHS
of the Sustainability Network?
What are some
WEAKNESSES
of the Sustainability Network?
What are some
OPPORTUNITIES
available for the Sustainability Network?
What are some
THREATS
to the Sustainability Network?
Thank you!
Acculturation:
make green choices attractive in cultural terms, and make damaging current practices unattractive, ostracized.
Challenges of marketing green?
Collateral: using tangible materials/resources; sourcing
Concepts: language, images
Full transcript