Environmental marketing mix © With increasing consumer awareness of environmental issues, companies are adapting marketing strategies to minimise their impact on the environment around them. The environmental marketing mix © aims to maximise profit without causing the environment detriment. The traditional “marketing mix” does not take environmental impact into account. Environmental Marketing Mix ©

Environmental marketing mix © When developing an environmental marketing mix, there are a number of environmental questions a company has to ask itself. These questions surround the following:  Environmental Product Strategy  Environmental Place Strategy  Environmental Pricing Strategy  Environmental Promotion Strategy Environmental Marketing Mix ©

Environmental marketing mix © Environmental Product Strategy Environmental product strategy questions will include What is the impact of our production, sourcing of materials and packaging on the environment? Do our suppliers use energy efficient and environmentally sound techniques? Do we over package? Is our packaging environmentally friendly and bio- degradable?

Environmental marketing mix © Environmental Place Strategy Environmental place strategy questions will include What is the environmental impact of getting our product to our customers? Do we use an external distribution firm who’s fleet uses bio-diesel? If not, should we source a firm who does so? Do we deliver during non-peak hours and reduce congestion? Shall we make less deliveries for environmental reasons? Do we invest in environmentally friendly transport e.g. trains, canals, and electric cars?

Environmental marketing mix © Environmental Pricing Strategy Environmental pricing strategy questions will include Does our pricing encourage/enable our customers and suppliers to take the environmentally friendly options? Does our pricing enable our company to choose environmentally friendly strategies? Do we negotiate prices based on fair trade pricing

Environmental marketing mix © Fair Trade Fair trade pricing is becoming more important to the present day consumer. Fair trade means that suppliers are given a “fair price” for their products so that they can enjoy “better” working conditions and sustain their communities. Non fair trade negotiations will involve organisations securing the lowest price possible from suppliers without regard to the supplier’s living conditions or the community they live in..

Environmental marketing mix © Environmental Promotion Strategy questions will include Are our promotions environmentally friendly? Do our advertising campaigns damage the environment? eg A TV advert which requires the camera crew to fly to the location where the advert is to be filmed. Is our advertising material environmentally friendly eg can the flyers be recycled? Does our choice of celebrity (ies) suggest that we are environmentally friendly? Environmental Promotion Strategy

Environmental marketing mix © Choosing the right celebrity is important and can influence the image of the organisation. UK supermarket Sainsbury Celebrity = chef Jamie Oliver, Reason = the need for healthy eating. If Sainsbury’s are promoting themselves as an environmentally friendly organisation they will need to ensure that the celebrity endorsing their products does not engage in environmentally “unfriendly” activities. Even if their primary reason for employing Jamie is to promote healthy eating. Environmental Promotion Strategy

Environmental marketing mix © Environmental Marketing Mix © As with all corporate social responsibility whether an organisation is viewed as an environmentally friendly will depend on the view of the consumer, media, suppliers and the market place. The decision for the organisation is how far will they go in attempting to convince us all about their “green” credentials. product Price promotion place Plastic carrier bags reduced Deliveries reduced Carbon footprint offset Environmentally friendly