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

22 Green Marketing Introduction Development to green marketing Strategies to green marketing

3 Sustainable Development

4 Challenge sustainable development Our Life:

5 On the whole world? Challenges of sustainable development Quelle: Ehrlich, P.R. & Holdren, J.R. (1971): ‘Impact of Population Growth‘, Science, 171 (March):

6 Sustainable development customer ecology social Green marketing

7 Green Marketing Reasons for green marketing Without supply no demand Product differentiation Brand image

88 Introduction Definition of Green Marketing: (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) Green Marketing

9 Development towards green marketing Green Marketing Source: Ehrlich, P.R. & Holdren, J.R. (1971): ‘Impact of Population Growth‘, Quelle: Brezet, H. & Hemel, C. (1997): Eco- Design, United Nations Environm Secniteanl cPer,o 1g7ra1m (Mmaer (cUhN): E1P21),2 P-1a6ris.

10 Green Marketing The history of Green Marketing In the 50 ies Classic commercial marketing In the 60 ies Stakeholder marketing In the 70 ies Social marketing In the 80 ies Mega Marketing (relevant stakeholders) Birth of eco-marketing In the 90 ies Integrative eco-marketing After 2000Green marketing (Social responsibility marketing)

11 Green Marketing 1.Green Marketing is part of companies’ sustainable development 2.Green Marketing has an ecological, an economic and an ethical dimension 3.An important element of Green Marketing is Trust and Equity 4.With Green Marketing companies give (new) customers especially in emerging markets a chance to participate in the markets. Conclusion:

12 Development towards a Green Marketing Strategy Green Marketing 1. step: Analyze social and ecological Problems 2. step: Analyze customer needs 3. step: normative green marketing (Values and objectives) 4. step: strategic green marketing 5. step: operative green marketing (Marketing Mix) 6. step: transformative green marketing Univ.-Prof. Dr. Frank-Martin Belz Technische Universität München (TUM Business School)

13 3 Levels of Green Marketing activities: Tactical Greening Involves implementing limited changes. Quasi-Strategic activities Involves more substantial changes in marketing actions as well. Strategic Green Marketing Holistic approach to integrate all environmental issues of a company in coordination with all actions, across every functional area. Green Marketing

14 Green Marketing Three different customer groups for green marketing Social-ecological active customer Social-ecological reactive customer Social-ecological passive customer Univ.-Prof. Dr. Frank-Martin Belz Technische Universität München (TUM Business School)

15 Green Marketing supplier producer demand trade demand Supplier market New markets Country market ACountry market CCountry market D International growing markets Country market B

16 Green Marketing Industrial countries Market volume Emerging markets time Prof. Dr. M. Kirchgeorg, Lehrstuhl Marketingmanagement, HHL – Leipzig Graduate School of Management growth time

17 Examples of green marketing strategies Green Marketing

18 Green Marketing Examples of green marketing strategies

19 New products, new approaches Eosta, leading international distributor of organic fruits and vegetables Won several prices because of innovations in products, packaging, marketing

20 Trends, Observations and Insights as basis for a marketing strategy 1. What trends do we observe when it comes to (the demand for) organic food? 2. On what kind of observations could Eosta have based the identification of these trends 3. What kind of insights could Eosta derive from these trends and observations?

21 Marketing idea generation: How can Eosta use these insights in order to design a good marketing strategy?

22 What do others do…? “Stichting Biologica” the representative of the Dutch organic agriculture supply chain “Adopteer een kip”: an initiative of Biologica. Consumers can “adopt” a chicken or for instance an apple tree

23 And the winning concept is… We’ll have a look at the websites and see how Eosta took trends and costumer insight seriously, and “translated” it into a successful marketing strategy

24 Thank you very much for your attention!