11

The Importance

of Green Marketing

Green Marketing as part of Relationship Marketing

22

Green Marketing

Introduction Development to green marketing Strategies to green marketing

3

Sustainable Development

4

Challenge sustainable development

Our Life:

5

On the whole world?

Challenges of sustainable development

Quelle: Ehrlich, P.R. & Holdren, J.R. (1971): ‘Impact of Population Growth‘, Science, 171 (March): 1212-16

6

Sustainable development

customer

ecology social

Green marketing

7

Green Marketing

Reasons for green marketing

• Without supply no demand

• Product differentiation

• Brand image

88

Introduction

Definition of Green Marketing:(There are more than one definition of green marketing):

“the holistic management for identifying, anticipating and satisfying the requirements of customers and society, in a profitable and sustainable way”

(Peattie 1995, p. 28)

Green Marketing

9

Development towards green marketing

Green Marketing

Source: Ehrlich, P.R. & Holdren, J.R. (1971): ‘Impact of Population Growth‘, Quelle: Brezet, H. & Hemel, C. (1997): Eco-Design, United Nations Environm Secniteanl cPer,o 1g7ra1m (Mmaer (cUhN): E1P21),2 P-1a6ris.

10

Green Marketing

The history of Green Marketing

In the 50ies Classic commercial marketing

In the 60ies Stakeholder marketing

In the 70ies Social marketing

In the 80ies Mega Marketing (relevant stakeholders)

Birth of eco-marketing

In the 90ies Integrative eco-marketing

After 2000 Green marketing

(Social responsibility marketing)

11

Green Marketing

1. Green Marketing is part of companies’ sustainable development

2. Green Marketing has an ecological, an economic and an ethical dimension

3. An important element of Green Marketing is Trust and Equity

4. With Green Marketing companies give (new) customers especially in emerging markets a chance to participate in the markets.

Conclusion:

12

Development towards a Green Marketing Strategy

Green Marketing

1. step: Analyze social and ecological

Problems

2. step: Analyze customer needs

3. step: normative green marketing (Values and objectives)

4. step: strategic

green marketing

5. step: operative green marketing (Marketing Mix)

6. step: transformative green marketing

Univ.-Prof. Dr. Frank-Martin Belz Technische Universität München (TUM Business School)

13

3 Levels of Green Marketing activities: Tactical Greening

Involves implementing limited changes. Quasi-Strategic activities

Involves more substantial changes in marketing actions as well.

Strategic Green Marketing Holistic approach to integrate all environmental issues

of a company in coordination with all actions, across every functional area.

Green Marketing

14

Green Marketing

Three different customer groups for green marketing

•Social-ecological active customer

•Social-ecological reactive customer

•Social-ecological passive customer

Univ.-Prof. Dr. Frank-Martin Belz Technische Universität München (TUM Business School)

15

Green Marketing

supplier

producer

demand

trade trade trade

demand demand

Supplier market

New markets

Country market A Country market C Country market D

International growing markets

Country market B

16

Green Marketing

Industrial countriesMarket volume Market volume

Emerging markets

time time

Prof. Dr. M. Kirchgeorg, Lehrstuhl Marketingmanagement, HHL – Leipzig Graduate School of Management

growth

time time

17

Examples of green marketing strategies

Green Marketing

18

Green Marketing Examples of green marketing strategies

19

New products, new approaches

Eosta, leading international distributor of organic fruits and vegetables

Won several prices because of innovations in products, packaging, marketing

20

Trends, Observations and Insights as basis for a marketing strategy

1. What trends do we observe when it comes to (the demand for) organic food?

2. On what kind of observations could Eosta have based the identification of these trends

3. What kind of insights could Eosta derive from these trends and observations?

21

Marketing idea generation:

How can Eosta use these insights in order to design a good marketing strategy?

22

What do others do…?

“Stichting Biologica” the representative of the Dutch organic agriculture supply chain

www.biologica.nl

“Adopteer een kip”: an initiative of Biologica. Consumers can “adopt” a chicken or for instance an apple tree

www.adopteereenkip.nl

23

And the winning concept is…

We’ll have a look at the websites and see how Eosta took trends and costumer insight seriously, and “translated” it into a successful marketing strategy

www.eosta.com

www.natureandmore.com

2424

Thank you very much for your attention!