Green Marketing Part2

8/14/2019 Green Marketing Part2

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Our Environmental policy

Red Balloon Marketing Limited realises that its activities have an effecton the environment and as such seeks to minimise the impact to theenvironment. As a consequence we will endeavour in our operations toreduce our use of natural resources, namely fuel and energy, paper andmarketing materials as our primary impact.

Our objectives therefore are: To arrange our meetings and travelling arrangements to minimise the

use of fuel

To use public transport where it is feasible to minimise use of cars

To purchase recycled paper and print where economically feasible

To recycle paper and all office equipment which is recyclable

This policy will be subject to review from time to time and on an annualbasis.


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Marketing issues or business ethos?

What aspects of your business ethoscontribute to your green credentials?

Write down your 2 most importantbusiness/marketing issues on yourmarketing plan!

Identify a company or individual that youbelieve promotes the values that you wouldlike to


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Shades of GreenHow green is your business ?

Your values Impact (examples)Business Ethos or statement Company Image

Management/staff Recruitment and retention improves

Environmental Policies Recycle, Waste Management, resources

Business processes Use fuel efficient delivery vehicles

Production processes No animal testing

Buying Policy Fair trade only (if applicable)

Marketing To like minded people

Legislation/procurement You are ready for the inevitable future

Home versus business principles The 2 are intrinsically linked


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What did she stand for?

Our Values and Campaigns The way we do business, the way we make products, the way we

source ingredients; we're different because of our Values.

Our Values

We believe business can be both profitable and responsible. This

is the place to find out how we're different.Our Campaigns

We believe we all have a responsibility to look after each other.

This is the place to find out how we stand up for others, and how

you can do it too.


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Images and words make statements


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What does Marketing mean toyour business ?

SALES / REVENUE


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What does Marketing mean to yourbusiness ?

RELATIONSHIPS


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IMAGE OR AWARENESS


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NEW BUSINESS OPPORTUNITIES


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PRESS OR PUBLIC RELATIONS


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What does marketing mean to yourbusiness?

COMPANY IMAGE


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COMMUNICATIONS


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What is Marketing ?

A high level view

_______________________


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The island of your dreams?


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Fundamental market positioning

Where are we now?

Where do we want to be? How are we going to get there ?

Does my business lend itself to use its GreenCredentials for marketing?


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What is Marketing?

Marketing is the application of a series of welltried logical disciplines to commercialproblems.. And a lot of hard work.

Contrary to some beliefs it is not

razzle dazzle or divine inspiration.


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Are these Green Marketing?

Carbon footprint Food miles

Sustainability

Life work balance CSR (Corporate Social Responsibility)

Green credentials


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Sustainable Business word association


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What is Green Marketing?

Business Environment


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Marketing programme - The Journey!

Reviewing, Measuring and Continuously Improving everything!

Marketing Techniques & Implementation

Planning

Marketing Strategy

Objectives

Analysis

Business

Vision &

MissionStatement

Respo

nseAnal

ysis

Com

m

unications

Effective

Green

Marketing

Plan


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Where are we now ?

Are we in a good position for growth?

Do we have the staff/infrastructure to

develop ?

Do we have the finances? What are our competition doing?

Are there economical/political reasons to

change?

Why should we grow? Can we minimise the environmental

impact?

ANALYSIS

OBJECTIVES

MARKETING

STRATEGY

PLANNING

MARKETING

TECHNIQUES

REVIEWING,

MEASURING


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Marketing and your organisation

STRENGTHS WEAKNESSES

OPPORTUNITIES THREATS


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What is important to yourposition in the market?

Market Positioning/Brand values Promote the difference?

Promote the distinctiveness?

Promote affordability?

Promote satisfaction?

Position alongside the environment

What differentiates your business?

STAND OUT FROM THE CROWD!

ANALYSIS

OBJECTIVES

MARKETING

STRATEGY

PLANNING

MARKETING

TECHNIQUES

REVIEWING,

MEASURING


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Where do you want your business to be ?

Set achievable objectives

Measure the results

Consider the operational impact

Communicate

Acknowledge and reviewsuccesses/failures

ANALYSIS

OBJECTIVES

MARKETING

STRATEGY

PLANNING

MARKETING

TECHNIQUES

REVIEWING,MEASURING


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Determination of a marketing mix

BUY

ME!!

How Much??

Where can I

buy it??

Whats in it for

me??

Can I buy itcheaper

elsewhere??Is it an ethicalproduct??


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To whomcan be sold whatand where?

Get the message right Timing

External factors Political, Economical

Social change Technology

Legislation

Environmental/Ethical

Consumer buying behavior

Maximise all communications

ANALYSIS

OBJECTIVES

MARKETING

STRATEGY

PLANNING

MARKETING

TECHNIQUES

REVIEWING,

MEASURING


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Provocative Headlines


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Make the most from your marketing!

Stand Out from the Crowd!


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GreeNYC

1. Switch to ENERGY STAR qualified Compact Fluorescent light bulbs (CFLs).

2. Buy ENERGY STAR appliances.

3. Dont air condition an empty room

4. Unplug chargers and appliances when not in use.

5. Switch to a green energy provider.

6. Walk or take public transportation.

7. Recycle your glass, metal, paper and plastic.

8. Bring your own cloth bag to the grocery store.

9. Use green cleaning products.

10

.

Switch to paperless bank statements and online bill paying.


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The How


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British Gas - empathy approach

Carbon footprints, food miles, sustainability theyre all

commonly used words these days, but the fact of thematter is that many of us are still a bit confused as toexactly how we should be doing our bit.

Our new greener living website will give you all the

answers you need to start living a greener life. Find outmore about British Gass green credentials


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Shell or is it?


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British Gas targets the young


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Green and Blacks


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Ethical Cartoon characters


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Pret a Manger


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How are you going to get there?

Create successful Marketing strategies

Analyse your markets into customertypes

Target each customer type with anappropriate communications strategy

Understand the different expectationsof your various customer types

Never make assumptions and alwaysreview

ANALYSIS

OBJECTIVES

MARKETING

STRATEGY

PLANNING

MARKETING

TECHNIQUES

REVIEWING,

MEASURING


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Measurement of success and progress

Targets How many new contracts ?

What kind of lead generation?

What is the cost of conversion to sale? How much can we afford to spend ?

Profit growth or turnover?

Price tag or Lifetime value?

Where did they come from?

ANALYSIS

OBJECTIVES

MARKETING

STRATEGY

PLANNING

MARKETING

TECHNIQUES

REVIEWING,

MEASURING


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Marketing communications is acontinuous process..

STRATEGY

IM

PLEMEN

TATION

RES

PONS

E/ACTIO

N


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Useful reference sites

Green Claims Code- DEFRA.pdf>>

Greenwash_Guide.pdf>> http://www.makeni.net/Telegraph/JamieMitchellTeleg

raphFinal2.mp3.hdm

http://news.bbc.co.uk/1/hi/programmes/hardtalk/6225099.stmhttp://www.youtube.com/lushcosmetics -may findsomething here!!! There is a lot of great but rather

wacky marketing ideas http://www.defra.gov.uk/evidence/social/behaviour/p

df/behaviours-jan08-report.pdf


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Stimulating your thinking to encourage success

Documents

Green Marketing Part2