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
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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
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New products, new approaches
Eosta, leading international distributor of organic fruits and vegetables
Won several prices because of innovations in products, packaging, marketing
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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?
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Marketing idea generation:
How can Eosta use these insights in order to design a good marketing strategy?
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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!
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