GREEN MARKETING(u.phiri) Green marketing is the marketing of products that are presumed 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. Yet defining green marketing is not a simple task where several meanings intersect and contradict each other; an example of this will be the existence of varying social, environmental and retail definitions attached to this term. Other similar terms used are Environmental Marketing and Ecological Marketing. THE GREEN MARKETING MIX A model of a green MARKETING MIX should, of course, contain all 4P’s: 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 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 than products imported. “green” 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 firm’s 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. THE PRACTICE OF GREEN MARKETING IN INDUSTRY What is a green product? There is no widespread agreement on what exactly makes a product green. Some general guidelines include that a green product does not present a health hazard to people or animals; is relatively efficient in its use of resources during manufacture, use, and disposal; does not incorporate materials derived from endangered species or threatened environments; does not contribute to excessive waste in its use or packaging; and does not rely on unnecessary use of or cruelty to animals.
GREEN MARKETING(u.phiri) Green marketing is the marketing of products that are presumed 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. Yet defining green marketing is not a simple task where several meanings intersect and contradict each other; an example of this will be the existence of varying social, environmental and retail definitions attached to this term. Other similar terms used are Environmental Marketing and Ecological Marketing. THE GREEN MARKETING MIX A model of a green MARKETING MIX should, of course, contain all 4P’s: 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 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 firm’s 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. THE PRACTICE OF GREEN MARKETING IN INDUSTRY What is a green product? There is no widespread agreement on what exactly makes a product green. Some general guidelines include that a green product does not present a health hazard to people or animals; is relatively efficient in its use of resources during manufacture, use, and disposal; does not incorporate materials derived from endangered species or threatened environments; does not contribute to excessive waste in its use or packaging; and does not rely on unnecessary use of or cruelty to animals.