The green marketing role includes creating a marketing solution for promoting an environmentally preferred product while potentially reducing health problems, improving safety and reducing chemical costs for the end customer. Green marketing strategies can be used to inform customers and generate excitement about new sustainable product solutions that answer customer needs.
Creating Green Marketing Strategies and Goals
Companies need to create clear, measurable goals when deciding to take the initiative to be environmentally conscious. Examples of goals are the reduction or elimination of waste, renewable energy source usage and the promotion of environmental awareness while addressing specific customer needs. A time frame and a quantifiable measurement should be associated with each one of these goals. As an example, a company can decide to reduce waste by 50% within a year by using specific green strategies such recycling production waste. Concrete results by the end of the year can be used as the key points for a green marketing campaign the following year.
Linking Profitability and Customer Value to a Sustainable Solution
A "green" or environmentally conscious product solution may not necessarily fit the target customer's budget. A green marketing campaign can create buzz and awareness about an innovative "green" product but if the product does not fit the customer's needs at an appealing price point, it will not be profitable for the company. Before diving into developing and promoting a "green" product, it is important to conduct market research and ask the customer whether the product addresses her needs and if she would purchase it at a specific price over a competitor's product. It is also important to determine if the concept of the product can simply and effectively be communicated to the customer.
Promoting Sustainable Design as a Complete Solution
Companies interested in developing sustainable products and utilizing green marketing strategies should consider revamping their corporate strategy to provide a complete sustainable solution for the customer. As an example, an environmentally friendly cleaning product may have auxiliary products such as cleaning supplies that are used in conjunction with that product. In order to provide a sustainable and complete "cleaning solution", the company would need to propagate its "environmentally friendly" mission across its entire product line so that the customer could come to the company for a complete cleaning solution at a lower cost. This would also enable the company to market itself differently from competitors that may only have one "green" product in their entire line-up. Green marketing claims need to be accurate and clearly stated in order to avoid any legal ramifications.
Green marketing encompasses the entire scope of the design, manufacture and marketing of a sustainable product solution that addresses customer needs.
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