Location via proxy:   [ UP ]  
[Report a bug]   [Manage cookies]                
Scribd Logo
Upload

Welcome to Scribd!

  • 388 views

    Green Marketing Myopia

    Uploaded by

    roshmyc
    This document discusses green marketing and avoiding "green marketing myopia". It provides examples of successful green products like the Toyota Prius hybrid car and organic foods. It emphasizes that green marketing must satisfy both improved environmental quality and customer satisfaction. Misjudging customer needs or overemphasizing environmental benefits can lead to green marketing myopia. The keys to avoiding this include positioning environmental products to provide clear consumer value and benefits, effectively communicating this to customers to build credibility and trust, and making honest claims about environmental and consumer impacts. As sustainability grows in importance, elements of green marketing will become standard across all industries and help transition to more dematerialized products as services.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd

    Green Marketing Myopia

    Uploaded by

    roshmyc
    388 views23 pages
    This document discusses green marketing and avoiding "green marketing myopia". It provides examples of successful green products like the Toyota Prius hybrid car and organic foods. It emphasizes that green marketing must satisfy both improved environmental quality and customer satisfaction. Misjudging customer needs or overemphasizing environmental benefits can lead to green marketing myopia. The keys to avoiding this include positioning environmental products to provide clear consumer value and benefits, effectively communicating this to customers to build credibility and trust, and making honest claims about environmental and consumer impacts. As sustainability grows in importance, elements of green marketing will become standard across all industries and help transition to more dematerialized products as services.

    Original Description:

    A comprehensive case on Green Marketing Myopia..

    Copyright

    © Attribution Non-Commercial (BY-NC)

    Available Formats

    PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    This document discusses green marketing and avoiding "green marketing myopia". It provides examples of successful green products like the Toyota Prius hybrid car and organic foods. It emphasizes that green marketing must satisfy both improved environmental quality and customer satisfaction. Misjudging customer needs or overemphasizing environmental benefits can lead to green marketing myopia. The keys to avoiding this include positioning environmental products to provide clear consumer value and benefits, effectively communicating this to customers to build credibility and trust, and making honest claims about environmental and consumer impacts. As sustainability grows in importance, elements of green marketing will become standard across all industries and help transition to more dematerialized products as services.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    388 views23 pages

    Green Marketing Myopia

    Uploaded by

    roshmyc
    This document discusses green marketing and avoiding "green marketing myopia". It provides examples of successful green products like the Toyota Prius hybrid car and organic foods. It emphasizes that green marketing must satisfy both improved environmental quality and customer satisfaction. Misjudging customer needs or overemphasizing environmental benefits can lead to green marketing myopia. The keys to avoiding this include positioning environmental products to provide clear consumer value and benefits, effectively communicating this to customers to build credibility and trust, and making honest claims about environmental and consumer impacts. As sustainability grows in importance, elements of green marketing will become standard across all industries and help transition to more dematerialized products as services.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 23

    Avoiding Green Marketing Myopia

    Green Marketing

    Process of selling products or services based on their environmental benefits.

    Eco friendly produced and packaged

    Objectives of Green Marketing


    Improved environmental quality

    Objectives of Green Marketing


    Customer Satisfaction

    Green Products which scored success


    Toyota Prius
    44 mpg hybrid Customers enduring waiting period and higher price

    High demand due to meeting customer expectation along with green product label.
    Academy Awards,2003 Eco-friendly label after names Motor Trends Car of year 2004 Higher fuel economy, Performance and technology Dazzling looks

    Green Products which scored success

    Google CEO Larry Page in his Toyota Prius, after widespread demand of Prius

    Successful Green Products


    Organic food
    20% annual growth since 1990 5x faster than conventional food market Increase in Organic baby food for kids development

    Construction Industry
    Demand for resource efficient and cost effective office buildings No Volatile Organic Compounds healthy for occupants Home buyers looking for natural lighting, solar heating, reflective windows

    Increased Market growth due to perceived safety and money savings + environmental factors

    Green Marketing Myopia

    Green Marketing Myopia


    Green Marketing must satisfy two objectives: improved environment quality and customer satisfaction. Misjudging either or overemphasizing the former at the expense of the latter can be termed green marketing myopia.

    Whirlpool Refrigerator GMM


    CFC free cooler , one that was 30% more efficient than the U.S. Department of Energys highest Standard Whirlpool won the Golden Award a $30 million award package of consumer rebates from Super-Efficient Refrigerators Program.

    Mobils Hefty Photodegradable


    Introduced in 1989, Hefty degradable plastic trash bag.

    Degradable with special ingredients promoted its decomposition into harmless particles in landfills. Seven state attorney general sued Mobil on charges of deceptive advertising.

    Keys to Avoiding Green Marketing Myopia


    Consumer Value Positioning (design environmental products to perform as well as alternatives; products that have health benefits; fixed price for renewable energy products) Calibration of Consumer Knowledge (connect environmental products attributes with desired consumer valuepesticide-free; solar powered); use of internet. Credibility of Product Claims (environmental product and consumer benefit claims)

    Consumer Value Positioning

    Calibration of Consumer Knowledge


    Employ compelling, educational marketing messages and slogans that connect green product attributes with desired consumer value Environmental benefits positioned secondary, if mentioned at all Ambiguous but Myopically focused on pollution rather than a more mainstream consumer benefit Encouraging consumers to think implicitly about what else they are saving.

    Connection between environmental benefit and consumer value Compelling marketing communications educating consumers to recognize green products as solutions for their personal needs and the environment Analysis suggests that advertising that draws attention to how the environmental product benefits and deliver desired personal value can broaden consumer acceptance of green products

    Credibility of Product Claims


    Foundation of Effective Green Marketing Products should meet consumer expectations by delivering the promised consumer value Provide Substantive Environmental Benefits Misperceptions and Skepticism created as consumers dont have the expertise or ability to verify green products environmental and consumer values

    Green marketing that touts a products or a companys environmental credentials can spark the scrutiny of advocacy groups or regulators Green product attributes should be communicated honestly and qualified so that the consumer believes and trusts it

    The Future of Green Marketing

    Whats lacking ?
    Business scholars have viewed it as a Fringe topic.
    It does not mesh well with marketings axioms i.e. give customers what they want and sell as much as you can

    How it will work out ?


    Sustainability is destined to dominate 21st century commerce.
    All marketing will incorporate elements of green marketing.

    Product dematerialization
    Innovations that transform material goods into efficient streams of services

    Thank You :)

    You might also like