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:

So the following advantages of “going green” were mentioned:

All of this can be achieved by a certification programme

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

“If I had asked what people would like to have (=needed), they would have answered me: “faster horses”….” Henry Ford

8 Green Marketing Can you name of a company or brand you consider green? NL Link Ben & Jerry’s

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

10 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)

11 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).

12 Other terms relating to Green Marketing Corporate Social Responsibility corporate responsibility, corporate citizenship, responsible business and corporate social opportunity's are a form of corporate self- regulation 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

Issues of sustainability (like preventing pollution) were marketed in the past too…

Eco labels guarantee that products or services meet specific environmental standards (standards that are defined by the issuing organization).

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

17 Green Marketing Business Environment

18 Green Marketing

19 Green Marketing

20 Green Marketing

21 Green Marketing

22 Green Marketing

23 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.

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

34 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

35 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

36 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)

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

38 Relationship Marketing Green Marketing and Relationship Marketing

39 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

40 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:

41 Relationship Marketing: a shift in focus

42 A crash course Relationship Marketing (optional, not relevant for the exam, 10 min)

43 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

44 In summary….make it simple 1. Build up trust in a 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?

45 Introduction ecological footprint Assigments: read the document on PB WorksPB Works and make the 2 assignments: fill in your own ecological footprint answer a few questions relating to this method.  bring the results in class