Class #8: Marketing (contd.)

Group 8SidharthSobhanSomakSomnathSomyaSoumyaSourav

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SDC

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The Salvation Army

Type 2: Green Claims - manufacturers’ or retailers own declaration- 100% recycled, ‘natural’ , ‘organic’; Company private labels- Phillips’ green logo

Type 3: Environmental Declaration - information about a product based on life cycle impacts- they do not judge the product e.g. labelling products with carbon footprints, rating for household goods

Marketing: Eco Labelling

Unsustainable fishing by UNILEVER created pirates around Somalia

Marketing: Eco-labeling ProgramsEffective eco-labeling programs should be Voluntary Based on science Be credible Be measurable and comparable Open and accountable

Social marketing is an approach used to develop activities aimed at changing or maintaining people's behaviour for the benefit of individuals and society as a whole.

• Accepting a new behavior• Rejecting undesirable behaviour• Modifying current behavior ( increasing exercise time)• Abandoning old undesirable ones

Marketing: Social Marketing

http://www.dailymail.co.uk/sciencetech/article-2320324/The-anti-child-abuse-poster-seen-children.html

Marketing: Cause Related Marketing

Percentage of Sales Based Support for customer aligned charities Support causes aligned with business

purpose

CRM focuses on raising awareness and concern for a social issue but it typically stops short of trying to change the behavior itself

Marketing: Challenges in Sustainability Marketing

Green Fatigue

Choice Fatigue

Increased risk either way for companies

Lack of overarching standards

Confusing messages

Change

Green = inexpensive Eco-iconic to eco-embedded marketing must be followed. Being authentic about what the product contains and what it

uses. Virtual Communication is done usually using computer

mediated tools. Barcode re-invented as quick response codes such as scan a

QR code with your mobile and get a discount voucher and a map showing 10 nearest location of a store where it is applicable

Marketing: Trends And New Ideas Followed

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