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Knowing and Growing Knowing Your Customer Your Marketing Marketing Sustainability - not for the faint at heart! Traditional Segmentation does not tap the Traditional environmental market environmental Demographics Psychographics Behavioristics Geographics (Perhaps the best segment for Geographics sustainability marketing.) sustainability Current Trends Current
Affects all industries Controversial Safety of Bisphenol A (BPA) Bisphenol Deemed safe for consumers on 4-26-08 and Deemed again in Sep, 2008 by the FDA, while 100’s of studies show health affects: Breast and prostate cancer Behavioral and reproductive disorders Last week banned in Canada, Wal-Mart announced Last pulling from shelves in all Canadian stores and will begin in USA begin 7 Billion pounds manufactured in US annually Market growth 4% Replacement products? Should manufacturers conduct their own studies? Generation Xers Generation Investigating baby products that are Investigating organic organic Organic cotton mattresses, low VOC paint Reused cribs, remanufactured BPA in many baby products, looking for glass BPA alternatives, cloth diapers, compostable diapers diapers 12 million have children under age 3, yet 12 disposable income enables buying power and opens green markets opens K-12 Sustainability Education K-12 K-12 Schools Redefining Progress - Resources for Educator Politics Politics List of Participating Mayors - Mayors Climate Protect Mayors Climate Protection Agreement Background Agreement On February 16, 2005 the Kyoto Protocol became law On for the 141 countries that have ratified it to date. for On that day, Seattle Mayor Greg Nickels launched this On initiative to advance the goals of the Kyoto Protocol through leadership and action by at least 141 American cities. cities. By the 2005 U.S. Conference of Mayors Annual Meeting By in June, 141 mayors had signed the Agreement – the same number of nations that ratified the Kyoto Protocol. In May of 2007, Tulsa Mayor Kathy Taylor became the 500th mayor to sign on. 500th
http://www.usmayors.org/climateprotection/agreement.htm Commits to 3 actions:
Strive to meet or beat the Kyoto Protocol targets in Strive their own communities, through actions ranging from anti-sprawl land-use policies to urban forest restoration projects to public information campaigns; 2. Urge their state governments, and the federal 2. Urge government, to enact policies and programs to meet or beat the greenhouse gas emission reduction target suggested for the United States in the Kyoto Protocol -- 7% reduction from 1990 levels by 2012 by 3. Urge the U.S. Congress to pass the bipartisan Urge greenhouse gas reduction legislation, which would establish a national emission trading system
http://www.usmayors.org/climateprotection/agreement.htm Events Events Green niches markets: event planners for Green parties, professional, weddings parties, Digital photography with web site display: reduce Digital plastic, ink, film and chemical processors plastic, Reduce paper invitations, replace with online invites Locally grown, seasonal blooms, investigate Locally pesticides used in growth, use potted plants instead of fresh flowers to reuse of Locally grown foods Vegan cakes, organic ingredients (no animal products Vegan or processed sugars) or Local spirits Washable linens and no plastics Opportunities Opportunities Building/Refurbishing Building/Refurbishing LEED Certification Recycled and remanufactured material Life Cycle Assessment: Building for life, period Finding markets for byproducts Icestone Bamboo Flooring Globus Cork / Cork Floor Finance Finance CalPers wants companies in investment portfolio CalPers to be environmentally responsible and have diverse board of directors diverse CalPers is the world’s largest public pension CalPers fund fund Mission to create long term share value Carbon Credit Trading Market: Fortune Carbon Magazine, October 2008, stated excellent long term investment with new president term YouTube - IBM TV Commercials on Energy Efficiency/Green ( YouTube - Death of the Honeybee FOOD: Haagen Dazs FOOD: We use 100% all natural ingredients like strawberries, We raspberries and almonds which we get from California. Pien said Haagen-Dazs is hoping scientists get a breakthrough in Pien this mystery soon. Otherwise, may have to "re-examine the flavors that we currently offers our customers." flavors "We have to ensure that we have enough supply "We Additionally, a supply shortage of key ingredients could push up Additionally, retail prices retail Pien said the company is donating $250,000 to both Pien Pennsylvania State University and the University of California, Davis to fund research into the bee colony collapse disorder (CCD). (CCD). raise consumer awareness by launching a new flavor Vanilla raise Honey Bee. Honey "We'll use part of the sales from this flavor help the honeybees," "This is the first time that Haagen-Dazs has adopted a cause like "This this," www.CNNmoney.com A Better Ad? Better YouTube - Burt's Bees Colony Collapse Disorder (CCD), Hone Retail Retail Target Walmart Nike: Leaders in the sustainability movement CSR News from: Nike, Inc. CSR Nike, News Category: Corporate Governance News Corporate SustainAbility Names Nike Top U.S. SustainAbility Company for Social Responsibility Reporting Company Sustainability Reporting and transparency Brandologists: Nike.com We are standing at the intersection of your brand and your We customer. customer. Customers and employees today are looking for brands Customers that are more than just half-hearted promises. They seek brands that deliver on what Daniel Pink describes in his book, “A Whole New Mind” as the six new senses of the “A conceptual age. These senses are design, story, symphony, empathy, play and meaning. One of the most profound ways to build meaningful brands One these days is by embracing sustainability. For companies that are interested we start the branding process by focusing on the 5Rs of sustainability (redesign, replace, reduce, refine, recirculate). reduce, Marketing Strategies Marketing First Mover Advantage Internal and external customer Go public and report sustainability? Label one product or all products? Label IKEA’s eco-plus made their other products IKEA’s look bad in comparison look Roper Green Gauge Roper
What Unique Value Does Green Gauge Provide? Our distinct Green Gauge segmentation profiles five Our consumer segments based on a combination of attitudes and behaviors that reveal: behaviors The most and least environmentally focused consumers. The degree to which various segments are taking action. Their willingness to pay extra for Green products and Their services. services. The segments that wield the most public influence. Industries covered include: • Automotive• Apparel• Paper/Packaging• Food/Agriculture• Home furnishing• Technology• Home improvement• Energy/Utilities• Household products• Lawn/Yard care Energy/Utilities• Roper Green Gauge Roper True Blue 10%: environmentalists Greenbacks 5% willing to pay more Greenbacks Sprouts 33% willing to engage if easy Grousers 15% someone else’s job, may Grousers do something for an incentive do Basic Browns 37% Don’t think about their Basic actions, not tuned in, don’t necessarily not care care Strategies Strategies Consumer Based Social Marketing Focus on changing behavior YouTube - EnergyTomorrow ad EnergyTomorrow Macy’s Haagen Dazs Cause Related Labeling and Certification More Strategies More Stakeholder Involvement High concern/high influence YouTube - IBM Green Commercial - Elevator Sustainability Reporting Market transformations YouTube - ExxonMobil ExxonMobil : New Energy Sources for the Future Consumer/Business Education is Growing is http://www.sourcewatch.org/index.php?title=Greenwashing/United_States US Examples Examples of greenwashing Examples greenwashing in the United States include: BP and the National Wildlife Federation General Electric's Ecoimagination General Ecoimagination Campaign Mobil Chemical's 'Biodegradable' Plastic Bags Greenwashing Greenwashing Greenwashing.net Great Greenwashed Great Greenwashed Advertising - Huddler's Green Home Commun ...
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This note was uploaded on 04/03/2011 for the course MGMT 460 taught by Professor Angelacasler during the Spring '09 term at CSU Chico.
- Spring '09
- The Land