1 The Importance of Green Marketing Green Marketing as part of Relationship Marketing

2 Green Marketing Introduction Definitions and history of Green Marketing Green washing (7 sins) Green Marketing and Relationship Marketing

Of course a lecture about (green) marketing starts with an add…. This consultancy company has an interesting website: please check the first 3 steps:

All of this can be achieved by a certification programme

Marketing is….  searching for,  devellop and  operate the connection of what you as a company have to offer and the needs of a (potential) customer. Customer Insight

6 Green Marketing Can you name of a company or brand you considder green?

7 Green Marketing - Introduction What does Green- Marketing mean to your business ? Amongst others: Sales  Costs 

8 Green Marketing-Definitions Definition: (There are more than one definition of green marketing): “the holistic management for identifying, anticipating and satisfying the requirements of customers and society, in a profitable and sustainable way” (Peattie 1995, p. 28)

9 Green Marketing- some definitions Environmental sustainability involves developing strategies that sustain the environment and produce profits for the company. It protects and preserves the environment (Armstrong and Kotler, 2007, pp ). A green consumer someone who voluntarily engages in consumer practices that are regarded as environmentally friendly. Peattie (2001, p ) green or environmentally friendly activities energy-efficient operations, better pollution controls and recycled materials (Armstrong and Kotler, 2007, p. 509).

10 Other terms relating to Green Marketing Corporate Social Responsibility corporate responsibility, corporate citizenship, responsible business and corporate social opportunity's a form of corporate self-regulate integrated into a business model.corporatebusiness model Triple Bottom Line Accounting In practical terms, triple bottom line accounting means expanding the traditional reporting framework to take into account ecological and social performance Company Ethos focused on our client and market needs

Eco labels labels which identify overall environmental preference of a product or service within a specific product or service range.

So green marketing can relate to: Companies (CSR, vision, corporate image) Products (part of portfolio, product lines, ecolabels) Business Environment

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20 What is Greenwashing? “Greenwash” is defined in the 10th edition of the Concise Oxford English Dictionary as the “ Disinformation disseminated by an organization so as to present an environmentally responsible public image.” “Greenwashing,” a term derived from the term “whitewashing,” was coined by environmental activists to describe efforts by corporations to portray themselves as environmentally responsible in order to mask environmental wrongdoings.

26 Examples of greenwashing? A closer look at who is “greenwashing,” and how these companies are successfully marketing false advertisements.

27 Kraft’s Post Selects Cereals Kraft’s Post Select cereals have falsely promoted its cereals as having “natural ingredients” when in fact the corn used in the cereal is genetically engineered! Sin of Vagueness and Sinn of no proof

28 Ford Ford, for example, has launched the new Escape Hybrid. What they fail to tell the public is they only produce 20,000 of these cars a year, while continuing to produce almost 80,000 F-series trucks per month! UepQ&feature=related (Ford Commercial) UepQ&feature=related P4ZA&feature=related (Green washing?) P4ZA&feature=related

29 Conclusion: Greenwashing Greenwashing has become a very popular way for corporations to get ahead of their competitors. It is a way for corporations to make themselves more marketable by hiding behind a mask and concealing their true colors. Greenwashing has proven itself a workable solution for the many corporations using the technique, but at the same time, has stirred up a lot of discussion. Companies will face the risk that others (consumers / NGO’s / Companies will publish the negative aspects of their greenwashing communication (you-tube)

30 Green Marketing It’s a growing market, see the following promotion film

31 Relationship Marketing Green Marketing and Relationship Marketing

32 Definition Relationship Marketing: “ the process of identifying and establishing, maintaining, enhancing, and when necessary terminating relationships with customers and other stakeholders, so that the objectives of all parties involved are met, where there is done by a mutual giving and fulfillment of promises” (Grönroos p. 101, 2004). Green Marketing and Relationship Marketing

33 Target Market Environment InfrastructureSocial NormsCulture Product/ Service uniqueness Evaluating foreign markets International experience Preferred style of distribution Training know how Cultural specificity Technology Price Benefits Domain and environment of relationship marketing Companies have to be informed about the environment of their partners:

34 Relationship Marketing: a shift in focus

Example for green relationship marketing Mac Donald's stopped packaging their hamburgers etc. in polystyrene containers and now use cardboards which comes from a renewable recourses and is biodegradable recyclable. First green restaurant since 2009 in Achim near Bremen (Germany): Configuration of the restaurant: Alternative energy Flush- rain water LED lights Saving of energy 30%

36 A crash course Relationship Marketing (10 min)

37 Relationship Marketing and green marketing is the creation of confidence, trust and value for customers. Customer relationship commitment, trust, confidence and loyalty as a result of satisfaction are as important in customer relationship marketing as in green marketing, Green Marketing  Relationship Marketing

Green Relationship Marketing Rules for a successful green relationship Marketing 1. Know your customer 2. Empower customer 3. Be transparent 4. Reassure the buyer 5. Consider your pricing 6. Choice the best supplier

39 In summary….make it simple 1. Build up truth relationship 2. Understood by consumers 3. Engage your own people 4. Give consumers what they want 5. Innovate innovate innovate What is needed to realize Green Marketing?

40 Thank you very much for your attention! Introduction ecological footprint