Green Marketing: According to American marketing association
env frdly prdct
eco frndly packaging ,distribution,prdct process,and services
Green Marketi ng
communicatio n of env issues
identify ecologicall conerned consumer
a green marketing is referred as marketing products that are assumed to be environmentally safe . Thus green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. Ecological marketing is an idea that is based on env protection and conservation of resources. This idea discover a new group of customers, ecologically concerned and thus they discover a new segment of market which is absolutely untouched . This is identifiable measurable accessible A majority of people think that eco or green marketing is all about advertising or propmotion of product charecterisistcs which are env friendly .( led free paint , recycalable ( 100%), less ozone emission, less current consumption, ****** raitingsetc This also possible for industrial consumer goods, even in services Some times joint appeal with celebrities to save our environment is also a part of green marketing .
Green Marketing MIX Product: A producer should offer ecological products which not only must not contaminate the environment but should protect it and even liquidate existing environmental damages. Price: Prices for such products may be a little higher than conventional alternatives. But target groups like for example LOHAS (Lifestyles of Health and Sustainability) are willing to pay extra for green products.
Place: A distribution logistics is of crucial importance; main focus is on ecological packaging. Marketing local and seasonal products e.g. vegetables from regional farms is more easy to be marketed green than products imported. Promotion: A communication with the market should put stress on environmental aspects, for example that the company possesses a CP certificate or is ISO 14000 certified. This may be publicized to improve a firms image. Furthermore, the fact that a company spends expenditures on environmental protection should be advertised. Third, sponsoring the natural environment is also very important. And last but not least, ecological products will probably require special sales promotions.
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Publics-- Effective Social Marketing knows its audience, and can appeal to multiple groups of people. "Public" is the external and internal groups involved in the program. External publics include the target audience, secondary audiences, policymakers, and gatekeepers, while the internal publics are those who are involved in some way with either approval or implementation of the program. Partnership-- Most social change issues, including "green" initiatives, are too complex for one person or group to handle. Associating with other groups and initiatives to team up strengthens the chance of efficacy. Policy--Social marketing programs can do well in motivating individual behavior change, but that is difficult to sustain unless the environment they're in supports that change for the long run. Often, policy change is needed, and media advocacy programs can be an effective complement to a social marketing program. Purse Strings-- How much will this strategic effort cost? Who is funding the effort?
