Transcript Chapter 1& 2: Eco-Consumer & Green Marketing Strategy

Consumer Behavior [MKTG. 301]
Chapter 1& 2: Eco-Consumer & Green Marketing Strategy
Ch. 1: WHICH CONCEPT TOPICS BEST EXPLAIN ECO-CONSUMER MARKETS?
(A)
UNDERSTANDING
CONSUMERS
General
concepts framing
consumer
behavior and
“consumption
analysis” have
helped to
“orient”
marketers
strategies
towards green
consumers.
(B)
INDIVIDUAL
& ORGANIZ.
INFLUENCES
(C)
OBTAINING, CONSUMING,
& DISPOSING
(D)
EVOLUTION OF
MARKETING &
CONSUMER BEHAVIOR
(E)
ETHICS & CONSUMER
RIGHTS
Consumer
influences with
lifestyle preferences
for organic and ecofriendly habits
 Organizations
promoting ecofriendly and healthy
lifestyles
Age is individual
influence that
defines the future
era of green
consumption
 Individuals
shifted from drivethru convenience
culture of 80s/90s to
a less disposable
appeal of health &
freshness. This
results in “allnatural” offerings.
Green consumer has increased the
emphasis on environmentally friendly
disposal and recycling
 Kindness to planet and making a
difference, and education … increase
responsible “obtaining” and
“consuming”
Many electronic companies are now
being more "green" by using products
that are either already recycled
products or products that are easily
recycled themselves. For example, the
new MacBook produced by Apple is
crafted in a way that uses components
that are can be easily recycled. With
technology constantly evolving
developers now have been able to craft
products (i.e. new MacBoook) that
allow consumers to easily take part in
the green movement by buying
products that are easily recycled.
Manufacturer & Wholesaler
origins of marketing/CB had less
consumer lifestyle contact and
as retailer/consumer became
more prominent eco-lifestyle
factors become more visible
Access to products and
services for “green consumers”
had to evolve
The company Dell has joined
The Prince's Rainforest Project,
which is a movement that helps
slow down and prevent the
deforestation of the rainforests.
By having Dell join this
movement has allowed them to
market themselves in a positive
light that allows them not only
to help out a good cause, but
attract positive PR to themselves
and allow consumers to relate
this company to a good cause.
Emerging from industrialization
with mastery over nature towards
an era of responsibility to planet
and each other that are more
sustainable and harmony with
nature. Also, thinking ahead to
the future with responsible
products/services.
Since the Consumer Bill of
Rights states the right to enjoy a
clean and healthful environment,
that a proactive response by
creating and marketing products
that have been crafted in a way to
help preserve our environment
will affectively be marketed to the
"green conscience" individual.
The "business model" will have a
positive impact on the safety and
health of not only the consumer
but the environment as a whole.
Consumer Behavior [MKTG. 301]
Chapter 1& 2: Eco-Consumer & Green Marketing Strategy
Chapter 2: WHICH CONCEPT BEST EXPLAINS “LOHAS” GREEN MARKETING STRATEGY?
CUST-CENT ORG
MARKET ANALYSIS
M-MIX & BRAND
GLOBAL BEHAVIOR
1. SHARED VISION/VALUES:
In the information era we are less focused on
food & clothing and reaching higher levels of
self-growth and self-actualization because we
have more time to self explore. With learning
more came awareness of damage to our
planet – mostly from organizations informing
us about species going extinct and global
warming. So, buying green contributes to
green “Customer Centric” organizations and
the greater good.
Market analysis includes “COMPETITIVE ANALYSIS” and the
options for green alternatives makes accurate market analysis
vital to enter “green” markets.
Having a competitive advantage is essential. With the first
commercial we watched for Lexus did a great job of having
that "edge". Lexus pointed out all of the great things its
vehicle had such as radar and infrared as safety features that
then complemented its eco friendly fuel-efficiency features.
None of the other vehicle commercials we watched showed
any other features their vehicles had, Lexus decided that if
they were going to one up their competitors they have to
highlight what a luxury vehicle.
Market Analysis most definitely coincides with the LOHAS
marketing strategy. The reason being that “Go-Green “ and
sustainable living is a trend which has been identified; and
now in order for the organization to continue profitability they
must not only offer products which suit the trend, they must
be innovators of this segment. This includes identifying what
is happening within this market; who the competitors are; how
the organization plans to differentiate itself; and how the
organization plans to be a leader. All of which involves the
components of market analysis.
The car and computer advertisements are trying to make
their customers friends of green products. For this reason, they
are trying to connect with their customers by addressing their
environmental concerns. They include images of children or
the concept of family to encourage parents to protect the
future. The vendors know that once they convince their
customers that they need to purchase a new car to improve the
quality of air or to support the practice of recycling they will
search for products with the brands that they trust. If the wellknown brands have the desired green products they will
continue to build a relationship with their customer. The final
objective of businesses is to turn these friends into fans.
Accessibility and reach
customers to sustain loyalty
through appropriate branding
& MARKETING MIX (4Ps)
elements. Focus on tailoring
“Price” to average incomes,
“Place” for market
distribution access, and
“Promotion” for LOHAS
lifestyle appeal.
Global Marketing is
addressed because the Prius
commercials appear to
originate in different
countries outside of
Toyota’s home country of
Japan. Toyota chose 3
different ways to convey its
message of being green to
appeal to its consumers on
a large global scale. The
first commercial appeals by
being entertaining and
cheerful while the second
one tries to link consumers
to the message of a lifestyle
and how its essential to
preserve the Earth for the
future, and finally the last
commercial uses the visual
of building the car from the
ground up with "nature"
appealing to the more
nature oriented individual.
All 3 still convey the same
message of buying a Prius
ultimately helps the go
green movement, yet based
on where the commercial is
broad casted highlights and
reaches the target
demographic based on the
best “eco-friendly” features
and ad messages for
particular global markets.
LOHAS Green Marketing Strategy is
CUSTOMER CENTRIC, for two reasons. First:
SHARED VISION & VALUES, because the
organization has realized that customers want
to go green and protect the earth. So it is not
only important to create a vehicle that will be
green but it is also important to create that
vehicle in "green fashion." Like Lexus'
commercial making the car out of earth
friendly products is just as important the car
being earth friendly in the end.
2. SYSTEM-WIDE SIMULTANEOUS TRAINING
Second: SYSTEMWIDE TRAINING because it is
not just the engineers to create these vehicles
but the training has to continue to advertising
to let the customers know, to sales people to
be informative to buyers, to management and
everyone else. The company as a whole has
to be aware of the change in direction.
3. CROSS-FUNCTIONAL INTEGRATION
4. CUSTOMER-BASED METRICS
In order for people to start
purchasing green products
schools, hospitals,
government agencies must
educate (“Promo”) about the
planet, and how
chemicals/contaminates
affect health. These
“Products” need to be
available (“Place”) within
close proximity of the
customer. The more stores
that have green products
available the more cheaply
they can be “Priced.”. As a
result, more people will want
to buy these products and
unconsciously start taking
care of the environment.