Transcript GREEN MARKETING

Industry selected : Lenovo
What is Green Marketing?
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All activities designed to
generate and facilitate
any exchanges intended
to satisfy human needs or
wants, such that the
satisfaction of these
needs and wants occurs,
with minimal detrimental
impact on the natural
environment
Why is Green Marketing Important?
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Limited resources to satisfy world’s unlimited
wants
Looks at how marketing activities utilize these
limited resources, while satisfying consumers
wants, both of individuals and industry, as well as
achieving the selling organization's objectives
Why Go Green?
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External reasons
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Satisfying consumer
demands
Competitive
environment
Supplier requests
Governmental
pressure
Why Go Green?
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Internal Reasons
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Cost / Profit Issues
Social Responsibilities
Implementing Green Marketing
Strategies and Tactics
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8 steps of going “green”
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Targeting
Product design
Positioning
Pricing
Greening logistics
Marketing waste
Promotion
Green Alliances
Problems with Green Marketing
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Ensure that their activities are
not misleading to consumers or
industry
Do not breach any of the
regulations or laws dealing with
environmental marketing
Remember that consumers'
perceptions are sometimes not
correct
The environmentally
responsible action of today
might be harmful in the future
Problems with Green Marketing
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There is difficulty in
establishing policies that will
address all environmental
issues
Reacting to competitive
pressures can cause all to
make the same mistake as the
leader.
To reduce costs or increase
profits may not force firms to
address the important issue of
environmental degradation
Company Profile
Lenovo is an innovative, international technology
company formed as a result of the acquisition by
the Lenovo Group of the IBM Personal
Computing Division.
As a global leader in the PC market, Lenovo
develop, manufacture and market cutting-edge,
reliable, high-quality PC products and valueadded professional services that provide
customers around the world with smarter ways to
be productive and competitive.
In 1981, IBM envisioned computing at a new level – a personal
level – to extend the power and the productivity of information
technology from the mainframe to the individual, at home and at
work. That vision led to the founding of a new unit within IBM, the
Personal Computing Division, which virtually invented personal
computing. PCD advanced the state-of-the-art with a series of
innovations ranging from the very first laptop computers to the latest
high-security technologies, such as the built-in "air-bag" that protects
data, and biometric identification that protects user identity. PCD
created the icon of notebook computing, the ThinkPad, and the
unique software tools, known as ThinkVantage Technologies, which
increase user productivity.
In 1984, not long after PCD was founded, 11 computer
scientists in Beijing, China also had a vision – to create a
company that would bring the advantages of information
technology to the Chinese people. With 25,000 $ in seed
money and the determination to turn their research into
successful products, the 11 engineers and researchers set
up shop in a loaned space – a small, one-story bungalow
in Beijing. The company they founded, Legend, opened
the new era of consumer PCs in China.
Since it was established, the company has affected the lives of
millions of Chinese: It first introduced PCs to households, then
promoted PC usage in China by establishing retail shops nationwide.
It also developed the pioneering Legend Chinese Character Card that
translated English operating software into Chinese characters, and
achieved breakthroughs like PCs with one-button access to the
Internet.
By 1994, Legend was trading on the Hong Kong Stock Exchange;
four years later, it produced its one-millionth personal computer. In
2003, Legend changed its brand name to Lenovo, taking the "Le"
from Legend, a nod to its heritage, and adding "novo," the Latin word
for "new," to reflect the spirit of innovation at the core of the
company. The company name changed from Legend to Lenovo a year
later.