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8/13/2019 Green Marketing Myopia
http://slidepdf.com/reader/full/green-marketing-myopia 1/23
Avoiding
Green Marketing Myopia
8/13/2019 Green Marketing Myopia
http://slidepdf.com/reader/full/green-marketing-myopia 2/23
Green Marketing
Process of selling products or services based ontheir environmental benefits.
8/13/2019 Green Marketing Myopia
http://slidepdf.com/reader/full/green-marketing-myopia 3/23
Eco friendly produced and packaged
8/13/2019 Green Marketing Myopia
http://slidepdf.com/reader/full/green-marketing-myopia 4/23
Objectives of Green Marketing
• Improved environmental quality
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Objectives of Green Marketing
• Customer Satisfaction
8/13/2019 Green Marketing Myopia
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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 Trend’s Car of year
2004
Higher fuel economy, Performance and technology
Dazzling looks
8/13/2019 Green Marketing Myopia
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Green Products which scored success
Google CEO Larry Page in his Toyota Prius, after widespread demand of Prius
8/13/2019 Green Marketing Myopia
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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, reflectivewindows
• Increased Market growth due to perceived safety and moneysavings + environmental factors
8/13/2019 Green Marketing Myopia
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Green Marketing Myopia
8/13/2019 Green Marketing Myopia
http://slidepdf.com/reader/full/green-marketing-myopia 10/23
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”.
8/13/2019 Green Marketing Myopia
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Whirlpool Refrigerator GMM
CFC free cooler , one that was 30% more efficient than the U.S. Departmentof Energy’s highest Standard
Whirlpool won the “Golden Award” a $30 million award package of
consumer rebates from Super-Efficient Refrigerators Program.
8/13/2019 Green Marketing Myopia
http://slidepdf.com/reader/full/green-marketing-myopia 12/23
Mobil’s Hefty Photodegradable
Introduced in 1989, Hefty
degradable plastic trash bag.
“Degradable ” with special
ingredients promoted itsdecomposition into harmless particles
in landfills.
Seven state attorney general sued
Mobil on charges of deceptiveadvertising.
8/13/2019 Green Marketing Myopia
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Keys to Avoiding
Green Marketing Myopia• Consumer Value Positioning (design
environmental products to perform as well asalternatives; products that have health benefits;
fixed price for renewable energy products)• Calibration of Consumer Knowledge (connect
environmental products attributes with desiredconsumer value—pesticide-free; solar powered);
use of internet.• Credibility of Product Claims (environmental
product and consumer benefit claims)
8/13/2019 Green Marketing Myopia
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Consumer Value
Positioning
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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”.
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• Connection between environmental benefit
and consumer value
•Compelling marketing communicationseducating 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
8/13/2019 Green Marketing Myopia
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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 don’t have the expertise or ability
to verify green products’ environmental and
consumer values
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• Green marketing that touts a product’s or a
company’s 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
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The Future of Green Marketing
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What’s lacking ?
• Business scholars have viewed it as a “Fringe”
topic.
• It does not mesh well with marketing’s axioms
i.e. “give customers what they want” and “sell
as much as you can”
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• Sustainability is destined to dominate 21st
century commerce.
• All marketing will incorporate elements of
green marketing.
How it will work out ?
8/13/2019 Green Marketing Myopia
http://slidepdf.com/reader/full/green-marketing-myopia 22/23
Product dematerialization
“Innovations that transform material goods into efficient streams ofservices”
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Thank You :)