SERVICES THE FASTEST GROWING PART OF THE INTERNATIONAL TRADE BECAUSE OF FREEDOM CONSUMERS WANT TO FREE UP THEIR LEISURE

TIME ORGANIZATIONS WANT TO FREE UP THEIR BUSINESS OVERHEADS SUBCONTRACTING, OUT SOURCING, DOWNSIZING, RIGHTSIZING ORG TODAY BUY MORE SERVICES THAN EVER BEFORE FIXED OVERHEADS ARE REDUCED BY RELEASING STAFFS AND EQUIPMENTS CHARLES HANDY TODAY ORG HAVE BECOME A BOX OF CONTRACTS WITH MOST ACTIVITIES CONTRACTED OUT IN THE LIGHT OF DOWNSIZING. TODAY FOCUS IS ON CORE COMPETENCIES AND RELATIVE RESOURCES AND THE REST OF THE ORG ACTIVITIES CAN BE CARRIED OUT BY AN OUTSIDE SUPPLIERS IN A MUCH MORE EFFICIENT AND COST EFFECTIVE WAY. THIS HAS LED TO NETWORK ORGANIZATION WHERE ACCESS TO SKILLS IS MORE IMPORTANT THAN THE OWNERSHIP OF THOSE SKILLS. CONSUMERS ARE BUYING TIME WHEN BUYING SERVICES. MARKETING OF SERVICES INCLUDE: MANAGEMENT OF PEOPLE PRODUCTIVITY PRODUCTION, PROCESSES, QUANTITY, PHYSICAL EVIDENCE AND OTHER TYPICAL MARKETING ACTIVITIES. MANAGING LEVELS OF SERVICES QUALITY IS MORE DIFFICULT THAN GOODS FOR ATLEAST TWO REASONS: INTANGIBILITY & INDIVIDUALITY OF HUMAN BEING INDIVIDUALITY OF EMPLOYEES & CUSTOMERS MEANS THAT QUALITY, BOTH REAL & PERCEIVED, CAN VARY.

IT HAS MORE ABSTRACT QUALITY STANDARDS LIKE TIME & HAPPINESS INSEPARABILITY OF PRODUCTION & CONSUMPTION MEANS CUSTOMERS CAN PARTICIPATE IN THE PROCESS OF DELIVERY SERVICE IS AN ACT OR PERFORMANCE THAT ONE PERSON CAN OFFER TO OTHER PERSON THAT IS ESSENTIALLY TANGIBLE AND DOES NOT RESULY IN OWNERSHIP OF ANY THING. ANY TYPE OF PHISICAL OR MENTAL ACTIVITY UNDERTAKEN BY PEOPLE WITH THE AIM OF MAKING PROFITS. INDIAN ECONOMY HIGHLIGHTS THE POSITIONING OF EACH OF THE THREE CONTRIBUTORS PRIMARY: AGRICULTURE & MINING ACCOUNTS FOR 19% OF TOTAL GDP [2001] SECONDATY: MANUFACTURING ACCOUNTS FOR 28% OF TOTAL GDP [2001] TERTIARY: SERVICES ACCOUNTS FOR 53% OF TOTAL GDP [2001] SERVICING MARKETING REFERS TO THE MARKETING OF INTANGIBLES IT INCLUDES ALL ECONOMIC ACTIVITIES WHOSE OUTPUT IS NOT A PHYSICAL PRODUCT, LIKE DEEDS, PROCESSES, AND PERFORMANCE. CHARECTERISTICS OF SERVICES: 1 INTANGIBILITY: CANT BE TOUCHED OR SEEN 2 PERISHABILITY: HIGHLY PERISHABLE, CANT BE PRESERVED 3 HETEROGENEITY: QUALITY CANT BE STANDARDIZE BECAUSE OF INDIVIDUALITY OF HUMAN BEING 4 OWNERSHIP OF NOTHING: CANT BE OWNED OR TRANSFERRED 5 SIMULTANEITY: PRODUCED & CONSUMED AT THE SAME TIME, SO IT CANT BE PRESERVED

6 SERVIVES DOES NOT MOVE THROUGH CHANNELS OF DISTRIBUTION 7 QUALITY OF MEASUREMENT: VERY DIFFICULT TO MAINTAIN BECAUSE IT CANT BE GENERALIZED. 8 NATURE OF DEMAND: DEMAND VARIES WITH TIME PERIOD. DURING FESTIVE SEASONS WE SEE A REMARKABLE RISE IN THE TRANSPORT SERVICES & DURING OFF TIME IT IS VERY NORMAL OR IN SOME CASES IT CAN BE VERY INSIGNIFICANT. REASONS FOR GROWTH OF SERVICE: 1 INCREASE IN DISPOSABLE INCOME 2 INCREASES IN SPECIALIZATION 3 INCREASES IN NEED, WANTS, & EXPECTATIONS 4 PROFESSIONALISM IN EDUCATION 5 INFORMATION EXPLOSION 6 OPEN ECONOMIES 7 GROWING FASHION

Slide 1: PRODUCTION & MATEIRAL MANAGEMENT

PRESENTED BY: PRESENTED BY MADHAVI RUCHITA REENA SWAPNALI SHRUTIKA CHITRA

Introduction Handling of materials is an art and requires special skills. Materials handling is one of the important activities in material management. It includes packaging, storing of materials used in production unit. Materials is first received by rail or truck. It is moved into the plant and then after to the storeroom. Plant layout and material handling are closely interrelated, because material handling is to be adjusted as per layout of plant.: Introduction Handling of materials is an art and requires special skills. Materials handling is one of the important activities in material management. It includes packaging, storing of materials used in production unit. Materials is first received by rail or truck. It is moved into the plant and then after to the storeroom. Plant layout and material handling are closely interrelated, because material handling is to be adjusted as per layout of plant.

STORING EQUIPMENTS: STORING EQUIPMENTS PROPER SHELFS AND RACKS SUITABLE STORAGE FOR MATERIALS GOOD SELECTION OF MATERIALS FOR RACKS. KNOCK DOWN VARIETY FOR ASSEMBLING AND REASSEMBELLING. STEEL TO BE PREFERED

COMMONLY USED EQUIPMENTS:

COMMONLY USED EQUIPMENTS PLATFORMS CABINETS STAKING BOX BINS OPEN AND CLOSE SHELVES TRAYS

MATERIAL HANDLING EQUIPMENT: MATERIAL HANDLING EQUIPMENT MATERIAL HANDLING EQUIPMENT SHOULD BE AS PER THE SHAPE,SIZE AND WEIGHT OF MATERIALS. EASY FOR HANDLING OR MOVING. PROPER BEARINGS FOR LIFTING HEAVY MATERIALS. COMMONLY USED ARE TROLLEYS,HOISTS,BELT CONVEYOR,CRANE. t

HYDRAULIC SCISSOR LIFT TABLES: HYDRAULIC SCISSOR LIFT TABLES USED FOR HEAVY MATERIALS. EASY FOR LOADING AND UNLOADING. USED AS GOODS LIFT FOR TRANSPORTING RAW MATERIALS AND GOODS TO MANY LEVELS. WORKS ON ELECTRIC OPERATED POWER PACK. ESSENTIAL FOR EASY AND TIMELY TRANSPORTATION.

Slide 8: STEERING WHEELS INCLUDES BEARING DUST COVERS AND PROVIDES LONGER LIFE. SPRING-LOADED LOOP HANDLE AUTOMATICALLY RETURNS TO VERTICAL POSITION. FINGERTIP LEVER CONTROL. EQUIPMENTS ARE USEFUL IN STORES

STACKERS AND CRANES: STACKERS AND CRANES MANUAL STACKERS LOADING AND UNLOADING OF MATERIALS FROM TRUCKS. OPERATED HYDRAULICALLY. FABRICATED FROM STEEL CHANNELS FOR STRENGTH. CAN BE SHIFTED ANYWHERE. NO NEED TO BEND. HYDRAULIC FOR LIFTING AND LOWERING MATERIALS

HYDRAULIC PALLET TRUCKS: HYDRAULIC PALLET TRUCKS QUICK LIFT PUMPS DESIGN. REQUIRES LESS THAN 75 lbs FOR PULLING FORCE. HYDRAULIC PUMP INCLUDES OVERLOAD AND UPPER LIMIT RELIEF VALUE. TWO STEERING WHEELS AND TWO FRONT ROAD ROLLERS.

PALLET TRUCKS: PALLET TRUCKS USED FOR LOW LEVEL OF WORKING. TO LIFT AND MOVE MATERIALS. HEIGHT IS ADJUSTABLE. MANUALLY OPERATED. MOVES ON CASTOR WHEELS. EASY TO MOVE.

CASTOR WHEELS: CASTOR WHEELS MADE WITH PRESSED THICK STEEL BASE. VERSATILE TO BE USED FOR ALL EQUIPMENT. EASY FOR MANEUVERING. HAVE THRUST BEARINGS FOR EASY MOVEMENTS. RUBBER OR POLYURETHANE MATERIAL IS USED FOR LOW LOAD CAPACITY.

LADDERS: LADDERS DIFFERENT TYPES OF LADDERS ARE REQUIRED FOR DIFFERENT PURPOSE. REMOVING OR PLACING MATERIAL AT HIGH POINT. TYPES OF LADDERS AS PER REQUIREMENT. WALL SUPPORTING EXTENDABLE LADDER. SELFSUPPORTING EXTENDABLE LADDER. TROLLEY BASED STRONG LADDER, WITH SOLID STEEL BASE.SAFETY LOCKS ARE PROVIDED.

Slide 14:

LADDERS ARE MADE UP OFTHICK ALUMINIUM SECTIONS. MAKES THEM LIGHT IN WEIGHT,NON-RUSTING AND RUST PROOF. SAFETY LOCKS, RUBBER SHOES AND PULLEYS ARE PROVIDED FOR EASY MOVEMENTS.

AUTOMATED SYSTEMS: AUTOMATED SYSTEMS SIGNIFICANT DEVELOPMENTS IN THE AREA OF STORE MANAGEMENT IN FEW DECADES. TOTALLY AUTOMATED STORAGE AND RETRIEVAL SYSTEM INVITES ATTENTION OF THE PROFESSIONALS FOR RAPID DEVELOPMENT IN TECHNOLOGY. HIGH RISE STORAGE SYSTEM USED IN ADVANCED COUNTRIES.

: AUTOMATED MATERIAL HANDLING SYSTEMS ARE USED UNIT LOADTYPE STORAGE RETRIEVAL SYSTEMS. SOME OF THE SYSTEMS TO IMPROVE EFFICIENCY OF AUTOMATED STORAGE ARE AS FOLLOWS SEQUENCING IN AN OPTIMAL WAY BY PICKING STOPS IN A SINGLE PICKING TOUR. ALLOWING A SINGLE OPERATOR TO PERFORM ALL STORAGE AND ORDER PICKING OPERATIONS IN AN AISLE.

Slide 17: GENERATING A PICKING LIST BASED ON A SINGLE CUSTOMERS ORDER. STORING ITEMS IN PAIRS ,e.g. NUTS AND BOLTS. LOCATING ITEMS FROM THE RACK AS PER THE STRUCTURE AND IMPORTANCE OF ORDERS ALLOCATING ALL ITEMS RELATED TO A SPECIFIC FACILITY TO A SINGLE AISLE.

PRINCIPLES OF MATERIAL HANDLING:

PRINCIPLES OF MATERIAL HANDLING ORIENTATION PRINCIPLE. PLANNING PRINCIPLE. SYSTEM PRINCIPLE. UNIT LOAD PRINCIPLE. SPACE UTILIZATION PRINCIPLE.

Slide 19: STANDARDIZATION PRINCIPLE. ERGONOMIC PRINCIPLE. ENERGY PRINCIPLE. ECOLOGY PRINCIPLE. MECHANIZATION PRINCIPLE

Slide 20: FLEXIBILITY PRINCIPLE. SIMPLIFICATION PRINCIPLE. GRAVITY PRINCIPLE. SAFETY PRINCIPLE. COMPUTERIZATION PRINCIPLE.

Slide 21: SYSTEM FLOW PRINCIPLE. LAYOUT PRINCIPLE. COST PRINCIPLE. MAINTENANCE PRINCIPLE. OBSOLESCENCE PRINCIPLE.

CONCLUSION: CONCLUSION WE HAVE NOW SEEN THAT FOR MATERIAL HANDLING ,SPECIAL KNOWLEDGE AND SKILLS ARE REQUIRED.ONE POSSESSING THE KNOWLEDGE WILL NOT HAVE ANY DIFFICULTY IN HANDLING ANY TYPE OF MATERIALS. DIFFERENT MATERIAL HANDLING EQUIPMENTS HAVE USES AND CANNOT BE COPARED WITH EACH OTHER.

GREEN MARKETING : GREEN MARKETING ANIL DHANKHAR GREEN MARKETING : GREEN MARKETING All activities designed to generate and facilitate any exchanges intend to satisfy human needs or wants , such that satisfaction of these needs & wants occurs, with minimal detrimental impact on the natural environment. OR It is the marketing of products that are presumed to be environmentally safe. Why it is important? : Why it is important? Limited sources to satisfy worlds unlimited wants. It is important for the firm to utilize the limited resources satisfying the consumer needs as well as organizations selling objectives. 4Ps of Green Marketing : 4Ps of Green Marketing Product Price Place Promotion Why firms are adopting it? : Why firms are adopting it? Organizations perceive environmental marketing to be an opportunity that can be used to achieve its objectives. Organizations believe they have a moral obligation to be more socially responsible. Governmental bodies are forcing firms to become more responsible. Competitors' environmental activities pressure firms to change their environmental marketing activities. Cost factors associated with waste disposal, or reductions in material usage forces firms to modify their behavior. What government do ? : What government do ? Governmental regulations relating to environmental marketing are designed to protect consumers in several ways-; 1) reduce production of harmful goods or by-products 2) modify consumer and industry's use and/or consumption of harmful goods 3) ensure that all types of consumers have the ability to evaluate the environmental composition of goods. BENEFITS OF GREEN MARKETING : BENEFITS OF GREEN MARKETING OPPORTUNITIES: SOCIAL RESPONSIBILITY DIFFERENTIATING PRODUCTS EFFECTIVE UTILIZATION OF RESOURCES DO THIS.. : DO THIS.. LESS USE OF POLYTHENE LESS USE OF MOBILE PHONE CRUSH PLASTIC BOTTLE AFTER USE USE DISPOSABLE ITEMS LOVE NATURE SAVE WATER SAVE FUEL AVOID SMOKING MANY MORE.. THANK YOU FOR LISTENING : THANK YOU FOR LISTENING

Slide 1: PRESENTATION ON GREEN MARKETING BY

EFFECTIVE QUOTE ON GREEN MARKETING:

EFFECTIVE QUOTE ON GREEN MARKETING " Do not wait for extraordinary circumstances to do good action; try to use ordinary situations." Jean Paul Richter, German Romantic novelist and humorist

INTRODUCTION: INTRODUCTION Green marketing refers to the process of selling products or services based on their environmental benefits. Such a product or service may be environmentally friendly in itself or produced and/or packaged in an environmentally friendly way.

What is Green Marketing?: What is Green Marketing? The study of the positive and negative aspects of marketing activities on pollution, energy depletion and non-energy resource depletion. AMA, 1975

Slide 5: Green Marketing or Environmental Marketing consists of all activities designed to generate and facilitate any exchanges intended to satisfy human needs or wants, such that the satisfaction of these needs and wants occurs, with minimal detrimental impact on the natural environment

Why Is It Important ? : Why Is It Important ? Limited Resources Alternative ways Unlimited Wants GREEN MARKETING

Slide 7: Green Marketing looks at how marketing activities utilize limited resources, while satisfying consumers unlimited wants, both of individuals and industry, as well as achieving the selling organization's objectives.

Why To Go For It? : Why To Go For It? Opportunity Moral Obligation Pressure from Government Competitors Environmental Activities Cost factors " Keep a green tree in your heart and perhaps a songbird will come." Chinese proverb

Opportunity: Opportunity Firms marketing goods with environmental characteristics will have a competitive advantage over firms marketing non-environmentally responsible alternatives. For Example : Mcdonalds replaced clamshell packaging with waxed paper. Because of polystyrene production and ozone layer depletion Xerox introduced a "high quality recycled photocopier paper in an attempt to satisfy the demands of firms for less environmentally harmful products .

Social Responsibility : Social Responsibility Environmental issues being integrated into the firm's corporate culture. Firms in this situation can take two perspectives; " In the long term, economic sustainability depends on ecological sustainability." Americas Living Oceans

Slide 11:

Body Shop heavily promote the fact that they are environmentally responsible. While this behavior is a competitive advantage, the firm was established specifically to offer consumers environmentally responsible alternatives to conventional cosmetic products. Walt Disney World (WDW). WDW has an extensive waste management program and infrastructure in place, yet these facilities are not highlighted in their general tourist promotional activities. CocaCola . has invested large sums of money in various recycling activities, as well as having modified their packaging to minimize its environmental impact.

Governmental Pressure: Governmental Pressure Government wants to "protect" consumers and society; Governmental regulations relating to environmental marketing are designed to protect consumers in several ways : Reduce production of harmful goods or by- products; Modify consumer and industry's use and/or consumption of harmful goods; or Ensure that all types of consumers have the ability to evaluate the environmental composition of goods.

Competitive Pressure : Competitive Pressure Firms observe competitors promoting their environmental behaviors and attempt to emulate this behavior. In some instances this competitive pressure has caused an entire industry to modify and thus reduce its detrimental environmental behavior. Xerox's "Revive 100% Recycled paper" was introduced a few years ago in an attempt to address the introduction of recycled photocopier paper by other manufacturers.

Why Not To Go For It? : Why Not To Go For It? Misleading to consumers or industry Breach of regulations/ laws Consumer perception may not be right Environmentally friendly decision today may be harmful tomorrow All followers may make the same mistake as their leader Minimize waste instead of Appropriate uses of waste

4Ps Of Green Marketing : 4 Ps Of Green Marketing PRODUCT Entrepreneurs wanting to exploit emerging green markets will either: identify customers environmental needs and develop products to address these needs. develop environmentally responsible products to have less impact than competitors. PRICE Environmentally responsible products, however, are often less expensive when product life cycle costs are taken into consideration. For example: fuel-efficient vehicles, waterefficient printing and non-hazardous products.

Slide 16: PLACE Very few customers will go out of their way to buy green products merely for the sake of it. Marketers looking to successfully introduce new green products should, in most cases, position them broadly in the market place so they are not just appealing to a small green niche market. This can be achieved by in- store promotions and visually appealing displays or using recycled materials to emphasize the environmental and other benefits. PROMOTION Smart green marketers will be able to reinforce environmental credibility by using sustainable marketing and communications tools and practices. For example: To reduce the use of plastic bags and promote their green commitment, some retailers sell shopping bags.

3 KEYS TO SUCCESSFUL GREEN MARKETING: 3 KEYS TO SUCCESSFUL GREEN MARKETING Green marketing is a marketing strategy that can help you to get more customers and make more money. But only if you do t right. Be Genuine Educate your customers Give them the opportunity to participate

RULES OF GREEN MARKETING: RULES OF GREEN MARKETING Know your customers Empower consumers Be transparent Reassure the buyer Consider your pricing

STEPS TO THINK: STEPS TO THINK GREEN MARKETING IN BUSINESS Have you thought or asked yourself...... I want to be "more green" but I don't understand it? I feel like I am behind the curve on "green marketing" opportunities. I am afraid I can't really be a "green" business? I don't want to be part of a product or offer that is just hype. I don't want to invest the time if this "green" thing just a fad.

EXAMPLES OF GREEN MARKETING PRODUCTS: EXAMPLES OF GREEN MARKETING PRODUCTS Paper containing post-consumer wastepaper Cereals sold without excess packaging Shade-grown coffee beans Cleaning supplies that do not harm humans or environment Wood harvested from sustainable forests Energy-efficient light bulbs Energy-efficient cars Energy from renewable sources of energy such as windmills and solar power

Conclusion : Conclusion CONCLUSION- -Green marketing covers more than a firms marketing claims. Firms have a great impact on the natural environment. Consumers lay too much responsibility on industry and government. firms alone cannot lead the green marketing revolution. consumers and industrial buyers have ability to pressure organizations to integrate environmental factor.

Slide 22: THANK YOU

GREEN MARKETING: GREEN MARKETING Environment science and policy for Sustainable Development NEETA KARDAM MIET, MEERUT WHAT IS GREEN MARKETING?: WHAT IS GREEN MARKETING ? Green marketing refers to the process of selling products or services based on their environmental benefits. Such a product or service may be environmentally friendly in itself or produced or packaged in an environmentally friendly way. OR Acc to AMA, It is the marketing of products that are presumed to be environmentally safe. HISTORY: HISTORY The AMA held the first workshop on ECOLOGICAL MARKETING IN 1975. The proceedings of these workshop resulted in one of the first books on green marketing entitled ecological marketing by Jacquelyn Ottaman in late 1970. The term green marketing came into picture in late 1980s and early 1990s. REASONS FOR GREEN MARKETING: REASONS FOR GREEN MARKETING Increase in pollution; Depletion of ozone layer; Limited resources and unlimited wants; Impact of natural calamities Tsunami in Japan Climate change

BENEFITS OF GREEN MARKETING: BENEFITS OF GREEN MARKETING Improved environmental quality & customer satisfaction Safe and clean environment Efficiency and cost effectiveness Health and safety Gaining and retaining customers Innovation in products and operations Vicious cycle of objectives of company COMPANIES WITH GREEN MARKETING: COMPANIES WITH GREEN MARKETING PHILIPS MC DONALD FIAT DELUX PAINT CANON UNILEVER CAMPIGNS : CAMPIGNS UNICEF Climate kid Tetrapak Ban on polythene SUGGESTIONS: SUGGESTIONS Use Paper bags Use cycles Keep the city clean Sustainable use of available resources More encouragement to companies in order to involve in this concept. Consumer awareness towards the concept

Slide 2: In recent years the term green or eco marketing have come to prominence and reflect a growing concern at all levels of the impact of the increased consumption on physical environment. The implications of the destruction of the forests , the appearance of holes in the ozone layer etc were widely published and created a wave concern about the destruction of our natural environment. Therefore many consumers are in favour of eco-friendly products .This has created some impact on marketing . Slide 3: Green marketing refers to the process of selling products or services based on their environmental benefits. Such a product or service may be environmentally friendly in itself or produced or packaged in an environmentally friendly way. Slide 4: Many manufacturers have recognized environmental concerns as a source of competitive advantage and have developed products with a green image Slide 5: Macdonalds have stopped packaging their hamburgers etc in polystyrene containers and now use cardboards which comes from a renewable resource and is biodegradable or recyclable . Slide 6: The production process is compatible with ecosystem It is compatible with goals of the company It satisfies the consumers REQUIREMENTS Slide 7: Eco label is an environmental claim that appears on the packaging of a product .It is awarded to a manufacturer by an appropriate authority. ISO 14020 is a guide to the award of Eco-labels. The government of India launched an Ecomark Scheme in 1991 to increase consumer awareness in respect of environment friendly products.The aim of the scheme is to encourage the customers to purchase those products which have less harmful environmental impact. ECO LABELLING Slide 8:

Improvement of image and sales of products Manufacturers being more accountable to environmental impacts. Consumers awareness that their choice of product do affect the environment as some products are less damaging to environmental than others Eco labeling leads to OPERATON OF ECO-MARK SCHEME OF GOVERNMENT OF INDIA : OPERATON OF ECO-MARK SCHEME OF GOVERNMENT OF INDIA 3 stages led to award of eco-mark in India The Steering Committee of the MEF determines the product categories for coverage under the scheme and to formulate strategies for implementation and future developments of the scheme. The second stage is the identification of specific products to be selected and the individual criteria to be adopted by the Technical Committee of CPCB. In the third stage the Bureau of Indian Standards (BIS) is to certify the product and formulae contract with the manufacturer allowing the use of eco-mark. Slide 10: Products to meet the relevant standards of BIS. Manufacturers to produce documentary evidence in regard to compliance of EPA.Water and Air Acts and other rules and regulations such as Prevention of Food Adulteration Act and rules made there under. The product to display the list of critical ingredients in descending order of quantity present. The packaging to display the criteria based on which the product has been labelled environment friendly. The material used for packaging to be recyclable./ reusable /biodegradable. The products to be accompanied by detailed instructions for proper use. CRITERIA FOR ECO-MARK Slide 11: STATUS FOR ECO-MARK DEVELOPMENT Soaps and detergents Paper Food items Lubricating oils Packaging materials Paints and powder coatings Batteries Electrical / electronic goods Food addition Wood substitutes Cosmetics Aerosol propellants Plastic product Textiles Fire extinguisher Leather

GREEN MARKETING: GREEN MARKETING Presented by: Slide 2: N I S H A N T D U B E Y I. T. S. MO H A N N A G A R Introduction: Introduction The marketing efforts to produce, promote, distribute and reclaim products or services which are environmentally safe or has environmental benefits. Such a product or service may be environment friendly or produced and/or packaged in an environment friendly way. Why green marketing?: Why green marketing? Resources are limited, so it is important to use them efficiently without wasting & meeting organizations objectives. Growing interest among the consumers all over the world regarding protection of environment. Growing market for sustainable and socially responsible products & services. Green marketing mix: Green marketing mix Product: plan products to reduce resource consumption & pollution and to increase conservation of resources Price: Consumers will pay additional value for improved performance, function, design, virtual appeal or taste. Take all these facts into consideration while charging the price. Contd.: Contd. Promotion: There are three types of green advertising: Ads that address a relationship between a product/service and the biophysical environment Those that promote a green lifestyle by highlighting a product or service Ads that present a corporate image of environmental responsibility Contd..: Contd.. Place: The choice of where and when to make a product available will have significant impact on the customers. Challenges:

Challenges Green products require renewable and recyclable material, which is costly. Requires a technology, which requires huge investment in R&D Majority of the people are not aware of green products and their uses Majority of the consumers are not willing to pay a premium for green products. Benefits: Benefits Innovation in products & operations Gaining and retaining customers Increase their profit sustainability Competitive advantage Examples: Examples McDonalds restaurants napkins, bags are made of recycled paper. Coca-cola pumped syrup directly from tank instead of plastic which saved 68 million pound/year. Badarpur thermal power station of NTPC in Delhi is devising ways to utilize coal-ash that has been a major source of air & water pollution Barauni refinery of IOC is taken steps for restricting air & water pollutants Conclusion: Conclusion Requirement of considering of economic aspects Find an opportunity to enhance products performance and strengthen customers loyalty and command a higher price. Still a lot of research is needed to fully explore its potential

Green Marketing: Green Marketing . This is the right thing we can do for our planet History: History Green Marketing What all is Green Marketing?: What all is Green Marketing? Recycling Environmental Organic Waste Reduction Energy Efficiency Sustainability Gas Reduction Pollution Free Global Warming Bio Degradable Reduce Reuse Disposable Marketing was . : Marketing was . Think how to make more consumption Whereas GREEN will be: Whereas GREEN will be When we will think how to consume less Definition.: Definition. According to the American Marketing Association green marketing is the marketing of products that are presumed to be environmentally safe. Thus green marketing incorporates a broad range of activities including product modification, changes to the production process packaging changes as well as modifying advertising Logos.: Logos. Why companies are shifting to green marketing?: Why companies are shifting to green marketing? Slide 9: Limited Resources Fear of extinction New source of increasing profits Government Regulations and pressure Taking it as a their social responsibility Includes Aspects:

Includes Aspects Product Modification Changing Production Process Packaging Changes Modifying Advertisement Product Modification.: Product Modification. Most popular example of car Toyota hybrid car TOYOTA PRIUS Tide cold water : Tide cold water Changing Production Process: Changing Production Process Nokia recycling its old worn out handsets donated by customers Packaging Changes.: Packaging Changes. Case- Mc Donalds replacing its clamshell packaging with paper packaging Modifying Advertisement.: Modifying Advertisement. Those that promote a green lifestyle by highlighting a product or service e.g Idea Telecom Slide 16: Ads that present a corporate image of environmental responsibility e.g Woodland in collaboration with MTV INDIA Green Marketing and Greenwashing.: Green Marketing and Greenwashing . Clean up your act, not your image. What is greenwashing.??: What is greenwashing .?? It is a term describing the deceptive use of green marketing in order to promote a misleading perception that a company's policies or products (such as goods or services) are environmentally friendly. Countries having regulation bodies.: Countries having regulation bodies. Australia - Australian Trade Practices Canada - Canadas Competition Bureau and Canada Standard Association U.S.A - Federal Trade Commission A new step to promote Green Marketing.: A new step to promote Green Marketing. Best Green Mixed Media Award (Integrated).: Best Green Mixed Media Award (Integrated). Toyota Sweden AB Toyota Glass of Water (Sweden) Some screenshots..: Some screenshots.. Carbon Emission Programme.: Carbon Emission Programme . Black Balloons Energy Saving Campaign. Slide 24: Replacement of Incandescent bulbs with Flourescent bulbs Comparison between Incandescent bulbs with Flourescent bulbs..: Comparison between Incandescent bulbs with Flourescent bulbs.. Recently IndusInd Bank opened its ATM powered by Solar Power: Recently IndusInd Bank opened its ATM powered by Solar Power Some Interesting Facts: Some Interesting Facts 1 Recyled tin can would save enough energy to power Television for 3 hours 1 recycled glass bottle would save enough energy to power a computer for 25 minutes 70%less energy is required to recycle paper compared making it from raw material Recycled paper produces 73% less air pollution than if it was made from raw material

GREEN MARKETING : GREEN MARKETING ANIL DHANKHAR GREEN MARKETING : GREEN MARKETING All activities designed to generate and facilitate any exchanges intend to satisfy human needs or wants , such that satisfaction of these needs & wants occurs, with minimal detrimental impact on the natural environment. OR It is the marketing of products that are presumed to be environmentally safe. Why it is important? : Why it is important? Limited sources to satisfy worlds unlimited wants. It is important for the firm to utilize the limited resources satisfying the consumer needs as well as organizations selling objectives. 4Ps of Green Marketing : 4Ps of Green Marketing Product Price Place Promotion Why firms are adopting it? : Why firms are adopting it? Organizations perceive environmental marketing to be an opportunity that can be used to achieve its objectives. Organizations believe they have a moral obligation to be more socially responsible. Governmental bodies are forcing firms to become more responsible. Competitors' environmental activities pressure firms to change their environmental marketing activities. Cost factors associated with waste disposal, or reductions in material usage forces firms to modify their behavior. What government do ? : What government do ? Governmental regulations relating to environmental marketing are designed to protect consumers in several ways-; 1) reduce production of harmful goods or by-products 2) modify consumer and industry's use and/or consumption of harmful goods 3) ensure that all types of consumers have the ability to evaluate the environmental composition of goods. BENEFITS OF GREEN MARKETING : BENEFITS OF GREEN MARKETING OPPORTUNITIES: SOCIAL RESPONSIBILITY DIFFERENTIATING PRODUCTS EFFECTIVE UTILIZATION OF RESOURCES

DO THIS.. : DO THIS.. LESS USE OF POLYTHENE LESS USE OF MOBILE PHONE CRUSH PLASTIC BOTTLE AFTER USE USE DISPOSABLE ITEMS LOVE NATURE SAVE WATER SAVE FUEL AVOID SMOKING MANY MORE..

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E-MARKETING PLAN : Internet Marketing 1 E-MARKETING PLAN Naziv predmeta: INTERNET MARKETING Predavanje br. 03 as: Trajanje: XX min Nastavna tema: E-marketing plan Pripremio: Petar Koovi

Ciljevi : Internet Marketing Ciljevi Diskutovati prirodu i vanost e-marketing plana i prikazati 7 koraka za izradu e-marketing plana Prikazati kako se kreiraju e-marketing ciljevi i kako se izrauje matrica ciljevi-strategije Opisati poslove koje trgovci moraju da kompletiraju da bi kreirali e-marketing strategije Pobrojati kljune prihde i trokove koji se mogu identifikovati za vreme procesa planiranja i budetiranja.

Slide 3: Internet Marketing 3 Uvek kada jedan sat cepam drva, potroim 30 minuta da naotrim sekiru, Abraham Linkoln (Abraham Lincoln, 12. februar 1809 15. april 1865, 16 predsednik SAD)

Slide 4: Intenet Marketing 4 Avanture se dogaaju samo onima koji su nesposobni da planiraju ekspediciju! ameriki botaniar Riard Ivens ultes (Richard Evans Schultes, 12. januar 1915 10. april 2001)

Playboy : Internet Marketing Playboy CEO Christie Hefner revitalizovala je kompaniju 1990-tih dodavanjem multimedijalnog sadraja asopisu Playboy.

Playboy (nast) : Internet Marketing Playboy (nast) Playboy.com je izaao onlajn 1994. Marketing plan, prethodno generisan, predviao je da se prihod generie iz: oglaavanja Elektronske trgovine Onlajn igara Onlajn dogaaja

Playboy (nast) : Internet Marketing 7 Playboy (nast) Onlajn video igre. Onlajn kockanje je dozvoljeno u 2/3 svih zemalja na svetu i procenjuje se da je to globalno trite od oko $3 biliona. (konjske trke -alju se e-mailovi registrovanim korisnicima kako bi se ovi obavestili kada se njihovi konji takmie). Savete daju popularne Playboy zeice. Oglaavanje. Pozvala je svoje oglaivae da se pozicioniraju na nova onlajn trita E-commerce. Onlajn prodaja Playboy proizvoda i drugih usluga Onlajn dogaaji. Cyber klub - po ceni od 60 USD godinje i pristup sadraju koji se nalazi iza scene.

Playboy (nast) :

Intenet Marketing 8 Playboy (nast) 45 procenata od celokupnog prihoda asopisa 100,000 korisnika se ulanilo u Cyber klub. Do 2005 godine kompanija je gubila pare u svojoj onlajn diviziji (manji od konkurencije)

Pregled e-marketinkog procesa planiranja : Internet Marketing Pregled e-marketinkog procesa planiranja e-marketing plan je nacrt za marketinku strateku formulaciju i implementaciju Plan slui kao putokaz koji vodi firmu, alocira njene resurse i donosi odluke

Izrada e-marketinkog plana : Internet Marketing 10 Izrada e-marketinkog plana Gartner predvideo propast 75 procenata svih e-business projekata izraenih pre 2002. Razlog loe planiranje. Neke od najboljih firmi su otkrile uspene e-commerce taktike i onda su iskoristile ova iskustva da izgrade kompleksnije sisteme koji su objedinjavali sisteme manje sloenosti. (Charles Schwab, eSchwab najveu kompaniju za prodaju deonica)

Dva tipa e-marketing plana : Dva tipa e-marketing plana

Plan na salveti : Internet Marketing Plan na salveti Crtanje ideja na salvetama za vreme rukova ili koktela. Sledei korak - traenje finansijera (just do it) Primer: student za vreme raspusta predlae gazdi ski radnje da napravi Internet sajt od 500 evra i jo 50 evra za godinje hostovanje. Ovakvi planovi izazvali pad za vreme dot-com buma

Na bazi procene rizinog kapitala : Internet Marketing 13 Na bazi procene rizinog kapitala Yahoo! poeo knjigom Derija Janga (Jerry Yang): Derijev vodi za World Wide Web Kad je posao krenuo morali su da naprave ozbiljan plan Bez jasnog plana ne bi preiveli dot-com krah

Na bazi procene rizinog kapitala (nast) : Internet Marketing Na bazi procene rizinog kapitala (nast) Detaljni planovi kada preduzetnici trae rizini kapital na pozajmicu Izvori finansiranja Privatni fondovi (rodbina, prijatelji) Investori - andjeli Rizini kapitalisti (VC)

E-Marketing plan od 7 koraka : Internet Marketing E-Marketing plan od 7 koraka Analiza situacije E-Marketing strateko planiranje Ciljevi plana EMarketing strategija Implementacija plana Budet Ocena plana

Korak 1: Analiza situacije : Internet Marketing Korak 1: Analiza situacije Identifikovati faktore okruenja Pravne inioce Tehnoloke inioce Trine inioce SWOT analiza Strengths (Jake strane) Weaknesses (Slabosti) Opportunities (Mogunosti) Threats (Pretnje)

SWOT Analiza vodi do e-marketing ciljeva :

Internet Marketing SWOT Analiza vodi do e-marketing ciljeva

Kljune sposobnosti potrebne u e-business svetu : Internet Marketing 18 Kljune sposobnosti potrebne u e-business svetu

Korak 2: Strateko planiranje u E-Marketingu : Internet Marketing Korak 2: Strateko planiranje u E-Marketingu Trine strategije i strategije proizvoda Strategije klase 1 Segmentacija Odreivanje ciljeva Diferencijacija Pozicioniranje Trgovci rade analize da bi odredili strategije. Analizu mogunosti Analizu potranje Analizu segmenta Analizu ponude

Korak 3: Ciljevi : Internet Marketing Korak 3: Ciljevi Posao (koji treba da se zavri) Merljive koliine Vremenski okvir (do kada)

Viestruki ciljevi e-marketing planova : Internet Marketing 21 Viestruki ciljevi e-marketing planova Poveati udeo na tritu Poveati prodaju (merenu u evrima, dolarima ili komadima) Smanjiti trokove (distribucija, trokovi promocije) Dostii ciljeve brendiranja (poveanje prisutnosti brenda) Unaprediti baze podataka Dostii CRM ciljeve (poveano zadovoljstvo kupca, frekvencija nabavke, iznos povratka kupca) Poboljati upravljanje snabdevanjem (poveana koordinacija izmeu lanova, dodavanje partnera ili optimizacija nivoa zaliha)

Korak 4: E-Marketing Strategije : Internet Marketing Korak 4: E-Marketing Strategije Trgovci koriste 4P strategije i upravljanje odnosima za dostizanje ciljeva Strategije proizvoda Strategije cena Strategije distribucija Trine komunikacione strategije Strategije upravljanja odnosima Ovo su strategije klase 2

Koraci 2, 3 i 4 E-Marketing plana : Internet Marketing Koraci 2, 3 i 4 E-Marketing plana

Ponuda: strategije proizvoda : Internet Marketing 24 Ponuda: strategije proizvoda Onlajn prodaja Onlajn aukcija Prvi model za internet prodaju napravio je Dell

Vrednost: stretegije cena : Internet Marketing 25 Vrednost: stretegije cena Dinamiko dodeljivanje cena Onlajn ponuda

Distribucione strategije : Internet Marketing 26 Distribucione strategije Direktni marketing prodaja direktno kupcima bez posrednika Ebusiness modeli na bazi agenata (ebay.com, etrade.com)

Korak 5: Plan implementacije : Internet Marketing Korak 5: Plan implementacije Taktike koje se koriste kako bi se ostvarili ciljevi planiranja Marketing mix (4 P) taktike Taktike upravljanja odnosima (Relationship management tactics) Taktike organizacije marketinga Taktike za prikupljanje informacija

Korak 6: Budet : Internet Marketing Korak 6: Budet Ovaj plan mora da identifikuje oekivani povratak od investicija u marketing Prognoza prihoda Nevidiljiva dobit Uteda trokova E-Marketing trokovi Tehnologija Dizajn sajta Plate Drugi trokovi razvoja Marketinka komunikacija

Korak 7: Plan ocene : Internet Marketing Korak 7: Plan ocene Uspeh marketinkog plana zavisi od kontinualne ocene. Elektronski trgovci moraju da imaju sisteme za merenje uspenosti Dananje firme posluju po modelu ROI

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Viral Marketing Campaign Examples: Viral Marketing Campaign Examples Get the real truth at: http://www.ExamplesViralMarketing.net/ Slide 2: >>> Learn More Now: http://www.ExamplesViralMarketing.net/ Viral marketing campaign examples show you easy ways to revenue with buzz marketing. Get the info about creating wealth with this web advertising approach now. Here are a couple of ways to profit with viral marketing. Slide 3: Buzz viral marketing. Here are a quick few methods to get the excitement out quickly. You may give away software, video games, studies and more. They are all reputable ways to start out the virus. Use these simple tips and profit. This example of viral advertising shows you ways a easy five page report can have dramatic outcomes in your business. Slide 4: The essential idea is that you simply create a report then permit your readers to change into associates and provides away the reviews for commissions. It's a simple option to start your very own phrase of mouth advertisement. Slide 5: No matter what form of viral advertising and marketing you select ensure that your content material is good. It ether must be extraordinarily prime quality or ir must be surprising and interesting. The purpose is to make issues which might be share worthy.

Slide1: SOCIAL MARKETING In action Kathleen Grace-Bishop, MHSA, CHES September, 2004

AGENDA: AGENDA Goals Review of Social Marketing Concepts Discussion of Social Marking Planning Process, using case studies Questions? Resources

Goals: Goals To review the principles of social marketing To build upon tools and concept of social marketing through discussion of case studies to help create a better understanding of social marketing planning process (I will be

focusing on Steps 1-6 in my presentation and will use case studies to illustrate steps in the process. I will only quickly discuss Steps 7 & 8.) To provide additional resources

Define Social Marketing: Define Social Marketing Social Marketing is the practice of utilizing the philosophy, tools, and practices of commercial marketing for health and/or social programs. Social Marketing sells a behavior change to a targeted audience: Accept a new behavior -Reject a potential behavior -Modify a current behavior -Abandon an old behavior This is challenging to do, since change is voluntary. We cannot promise director benefit or immediate payback for proposed behavior change

Social Marketing Basics: Social Marketing Basics Must be client/consumer/audience centered-so need to know them in order to target Same as commercial marketing except goal is not revenue/profit Focus on enhancing perceived benefits & reducing perceived barriers. Actions will only occur if perceived benefits > perceived costs Manage the Ps Measure results

Social Marketing Planning Process: Social Marketing Planning Process 1. Analyze the social marketing environment Select target audience Set goals and objectives Understanding the target audience and the competition Determine Strategies Ps-Product, Price, Place, Promotion Develop Evaluation & monitoring strategy Establish budgets & find funding sources Complete an implementation plan

Key Elements of a Successful Campaign: Key Elements of a Successful Campaign Take advantage of what is known & has been done before Start with target markets that are the most ready for action Promote a single, doable behaviors, explain in simple, clear terms Consider incorporating & promoting a tangible object with the target behavior Understand & address perceived benefits & costs

Key Elements of a Successful Campaign: Key Elements of a Successful Campaign Make access easy Develop attention-getting & motivational messages Choose appropriate media channels & watch for audience participation in traditional media vehicles Provide response mechanism that make it easy & convenient for inspired audiences to act on recommended behaviors Allocate appropriate resource for media/outreach Track results and make adjustments

Role of Research: Role of Research Research is used to make decisions, so applicable in each of the planning steps If you want to develop a successful campaign/process research is key Research is often characterized in 1 of 3 ways: By where it fits in the planning process By whether desired research information already exists By technique used to conduct research

Where Does the Research Fit?: Where Does the Research Fit? Formative research help analyze the marketing environment, select target markets, & develop preliminary strategies to address chosen markets Pretest research evaluate a short list of alternative

strategies and tactics, identify deficiencies and fine future possible approaches to reach target audience Monitoring & evaluating research-how is the project doing improve effectiveness and efficiency.

Research Source: Research Source Primary research-it has not been conducted before, tailored to specific questions & decisions facing planners Secondary research refers to information & research data that already exist somewhere To save time and $ do secondary research first

Research Techniques: Research Techniques Qualitative-exploratory in nature, seeking to identify and clarify issues. Sample size usually smaller and not projected to larger populations Quantitative conducted to reliably profile markets, predict cause and effect, and project findings. Sample sizes are usually large, and surveys conducted in a controlled and organized environments

Discussion of Case Study: Discussion of Case Study

Step 1. Analyze the Social Marketing Environment: Step 1. Analyze the Social Marketing Environment Choose a campaign focus Evaluate each potential approach & choose focus Behavior change potential- is there a clear behavior that can be promoted to address the issue? Market Demand-how many people would benefit from behavior change campaign w/ this focus? Market Supply-is this issue already being addressed by other org. & campaigns? Organizational Match-Is this a good match for the sponsoring org.? Funding Source & Appeal-which approach has the greatest funding potential? The best focus would have high potential for behavior change, fill a significant need and void in marketplace, match org. capabilities, & have high funding potential.

Step 1: Analyze Soc. Marketing Environment: Step 1: Analyze Soc. Marketing Environment Clarify the purpose (broad) impact of campaign, dont confuse with campaign objectives which focus on behavior, or what we want audience to do What is the potential impact of a successful campaign? What difference will it make? Our campaign purpose is ultimate impact/benefit of adopting the behavior to target market and/or society. Conduct a SWOT analysis Review past and similar efforts

Selecting Target Markets: Selecting Target Markets Segment the market Traditional variables-demographics, geographics, psychographics, behavioral variables 2 other models Stages of Change Healthystyles segmentation system

Step 2. Select Target Markets: Step 2. Select Target Markets Evaluate the segments Segment size Problem incidence Problem severity Defenselessness-care for self vs. need help from others Reachability-audience easily identified and reached General responsiveness-ready, willing, able Incremental cost-est. cost to do this group vs. another Responsiveness to marketing mix (Ps) Organizational capabilities-staff expertise, outside resources

Selecting Target Markets: Selecting Target Markets Choose one or more segments for targeting Undifferentiated marketing-same strategy for all segments Differentiated marketing-different strategy for different audiences Concentrated marketing-a few segments are targeted with unique strategies

Selecting Target Markets: Selecting Target Markets Target markets emerge as those with the greatest need and are the most ready for action, easiest to reach and best match for organization. Targeting markets of greatest opportunity may run counter to a planner natural desire and inclination or mandate to either ensure that all constituents are reached and served or to focus resources on segment of audience with greatest need.

Discussion of Case Study: Discussion of Case Study

Step 3. Setting Goals & Objectives: Step 3. Setting Goals & Objectives Primary objective of social marketing campaign is behavior change. Need specific behavior objective in mind, something you want your target audience to do. Behavior objectives should be clear, doable, which the target audience will know they completed.

Setting Goals & Objectives: Setting Goals & Objectives Two additional objectives that may also need to be established: Knowledge objectivesstats, facts, other info that may be helpful, motivating to audience Belief objectives-attitudes, opinions, or values held by the audience (change current belief, or need them to gain a belief in order to help them make the change).

Setting Goals & Objectives: Setting Goals & Objectives Goals Are quantifiable, measurable, and related to campaign focus, target audience and time frame Establish a desire level of behavior change as a result of campaign. When establishing & measuring behavior change is not practical/economical, alternatives can be considered-measure campaign awareness, response, process and/or increase in knowledge, beliefs and intentions.

Cell Phone Usage: Potential Campaign Objectives & Goals to Decrease Traffic Accidents/Injuries: Cell Phone Usage: Potential Campaign Objectives & Goals to Decrease Traffic Accidents/Injuries Focus: cell phone usage in cars Purpose: reduce accident assoc with cell phone usage in cars Campaign objectives: Behavior: to pull over to use phone Knowledge: to know % of accidents that involve cell phones Belief: to believe that talking on cell phones. Even hands-free can be a distraction Campaign goal: increase # of people who pull over by 25%

Step 4. Understanding Target Audience: Step 4. Understanding Target Audience After establishing objectives and goals, we need to return to target audience and explore current behavior, knowledge & beliefs related to specific objectives/goals. This is critical to develop customer oriented strategies. Research is important-doesnt need to be new. Use info that already exists

Step 4. Understanding Target Audience:

Step 4. Understanding Target Audience What would they rather do than the behavior we are promoting & why? What benefits do they see in their current behavior? What costs do they see in their current behavior? What do the know about the desired behaviors? What do they believe? What are their values/attitudes relative to the desired behaviors? Folic acid example.

Understanding Target Audience: Understanding Target Audience Several social marketing theories/models regarding behavior change can it helpful in our work: Knowledge, Attitude, Practices & Beliefs (KAPB) Health Belief Model Innovations diffusion model Social cognitive theory/social learning theory Social Norms approach

Understanding Target Audience: Understanding Target Audience The competition is tough. It includes these challenges: Behaviors our audience would prefer to do & pleasures/benefits associated with them Behaviors that are lifelong Strong messages and messengers that are counter to behaviors being promoted An in-depth analysis of perceived benefits, barriers, and cost of the desired and competing behaviors is key .

Step 5. Determine Strategies-Ps: Step 5. Determine Strategies-Ps Product-the desire behavior and its benefits, and tangible services/objects to support change 1.Core Product-benefits; What potential benefits should be stressed? 2.Actual Product-behavior; Choosing name, packaging, sponsors, endorsements 3. Augmented product-tangible objects/services; Need to develop new products/services or improve current ones These should be based on clear understanding of competition and to ensure that your target audience will see you product as offering more and greater benefits than current behaviors.

Determine Strategies-Ps: Determine Strategies-Ps Price-cost that the target audience associates with adopting the new behavior We need to ensure that the benefits of change is = or > what they give up (costs) Identify monetary ($ for purchasing tangible services/objects) & nonmonetary cost (time, effort, energy, psychological & losses) associated with adopting new behavior Develop 4 Ps tactics to decrease costs & increase benefits

Determine Strategies-Ps: Determine Strategies-Ps Place-where and when the target audience will perform desired behavior, acquire any related tangible objects & receive any associated services Make it as convenient and pleasant as possible-location, hours, mobile, parking Make it more convenient to do desired behavior then competing behavior

Determine Strategies-Ps: Determine Strategies-Ps Promotion-is persuasive communication to ensure that target audience knows about the offer, believe they will experience stated benefits and is inspired to act. Message-what is being said, why & how Media-where it will be said, when,and by whom Try to pretest messages and execution if possible.

Message Execution Strategy: How do we want to say it?: Message Execution Strategy: How do we want to say it? Goal to develop communication that captures attention of or target audience & persuade them to adopt desired behaviors Elements: relational, emotional, moral, nonverbal

Execution styles: slice of life, lifestyle, fantasy, mood/image, musical, personality symbol, technical expertise, scientific evidence, testimonial Execution also includes tone, choice of words, format Selecting media vehicle,-type, timing, frequency, impact, cost, advantages/limitations

Effective Communication (McKenzie-Mohr & Smith): Effective Communication (McKenzie-Mohr & Smith) Message should be vivid, personal & concrete Have message delivered by individual/org that is credible w/ audience Frame message to indicate what they individual is losing by not acting If you use a threatening message make sure you couple it with specific suggestion for action to take Make instructions related to behavior clear & specific Make it easy for people to remember what to do, how to do it & when to do it.

Examples of Promotion: Examples of Promotion

Step 6. Evaluation & Monitoring Strategy: Step 6. Evaluation & Monitoring Strategy Key components of plan What will be measured? How will it be measured? When will it be measured? How will results be used?

Evaluation & Monitoring Strategy: Evaluation & Monitoring Strategy Measure outcome (results) Changes in behavior, knowledge, beliefs, campaign awareness, customer satisfaction, responses to campaign processes (activities) Changes in policy and infrastructure, media coverage, dissemination of materials, participations, contributions from sources, assessment of program and campaign implementation

Evaluation & Monitoring Strategy: Evaluation & Monitoring Strategy Measuring techniques: Quantitative-telephone, mail, in-person survey Qualitativefocus groups, formal interviews, anecdotal comments Observation research Records and databases In general, outcome will use target audience surveys and process rely more on records and reports. Timing important-measure prior to campaign launch, during implementation and post-campaign

Discussion of Case Study: Discussion of Case Study

Step 7. Budget/Funding: Step 7. Budget/Funding Preliminary budgets are determined by using objective and task method: Review specific objectives Identify tasks that must be performed to achieve objectives Estimate costs associated with performing tasks Make sure to review desired goals/objective& those with cost implications will be added to preliminary budget. Make sure that all objectives/task are critical for success, as well as competitive and cost-effective.

Budget/Funding:

Budget/Funding If budget exceed current funding, look for additional funding If proposed budget still exceeds funding sources even after exploring additional sources, need to consider developing campaign phases, strategically reducing cost and/or adjusting campaign goals

Step 8. Implementation Plan: Step 8. Implementation Plan Idea plan identifies activities over 2-3 years and are often presented in phases Frameworks for organizing plan: Target audiences, geographic areas, campaign objectives/goals, Ps, & funding Key components: What will we do? Who will be responsible? When will it be done? How much will it cost? Not only change behavior but sustain these changes into the future (reminders, recognition, infrastructure)

QUESTIONS???: QUESTIONS???

Resources: Resources Kotler, Philip, et al., Social Marketing: Improving the Quality of Life, 2nd ed., Thousand Oaks: Sage Publications, 2002. Leigel, M. & Doner, L., Marketing Public Health: Strategies to Promote Social Change, Gaithersburg, MD: An Aspen Publication, 1998. McKenzie-Moh, D., Smith,W., Fostering Sustainable Behavior, Gabriola Island, BC, Canada: New Society Publication, 1998. Weinreich, N., Hands-On Social Marketing: A Step by Step Guide., Thousands Oaks, CA: Sage Publications, 1999.

Slide45: Resources Prochaska, J., Norcross, J., & DiClemente, C., Changing for Good. New York: Avon Books, 1994. Andreasen, A.R., Marketing Social Change: Changing Behavior to Promote Health, Social Development, and the Environment. San Francisco: Jossey-Bass, 1995.

Resources: Resources Jim Lewis presentation on Social Marketing: www.ecnh.unh.edu/social.ppt www.questia.com www.turningpointprogram.org www.themanager.org www.toolsofchange.com www.apha.org www.mostofus.org

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Marketing Mix of Apple: Marketing Mix of Apple Presented By: Mohit Malviya Introduction: Introduction Apple, Inc originated from the friendship and mutual interests of Steve Wozniak and Steve Jobs. The Two collaborated in the development of the Apple in the early 1970s. The Apple I was a step ahead of most computers of the time featuring a use of aTV as a display system and a cassette interface for recording programs. After obtaining financing for the development of Apple II, the Apple Computer Company was formed in 1970.As the

growth of home computer use grew, Apple grew with it. In 1980 the company issued its initial public offering of investment stock. Apple next introduced the Macantosh Computer in 1983 during the Super Bowl. The computers desktop publishing features provided the foundation for future innovations that have become standard for the company. Today Apple, Inc has more than 33,000 employees and revenues exceeding 42 million dollars. Marketing Mix: Marketing Mix Product Price Place Promotion Product: Product Portable Computers including Mac products such as Mac Book Pro, iMac, MacBook Air, Mac Mini, Xserve Servers including Xserve , Xsan , MacOS X Ser, MobleMe . Accessories including MagicMouse , Keyboard, Led Cinema Display. Wi-fi Based Stations - including Airport Express, Airport Extreme, Time Capsule. Developer including Developer Connection, Mac Program, iPhone Program. iPod including iPod Shuffle, iPod Nano , ipod Classic. iPhone including iPhone3GS, iPhone3G, iPad . iTunes including movies, TV shows, audio books, games. Periphal products including Printers, Storage devices, digital videos and cameras Price: Price Apple is a premium brand computer that does not attempt to compete on price. The company has reduced prices after some initial product launches. It uses skimming and preimuim pricing strategies. The AppleiPad is priced at a minimum of $499. The Apple iPhone costs begin at $99. The Apple iPod Classic is priced starting at $249. The Apple iPod Nano costs $149. The Apple Mac Book costs $999. The Apple MacBook Pro is priced at $1199. Slide 7: The Apple Quicktime Pro for Windows costs $29.99 Apples iPad pricing strategy includes the flexibility to lower the prices if consumer response dictates such action. This would be consistent with a similar $200 price cut on the iPhone in 2007. In 2009 Apple announced a reduced cost pricing structure for iTunes - songs will cost 69 cents, 99 cents or $1.29. He said the "vast majority" of the songs will cost 69 cents. Changes are said to be a response to a slower pace of music downloads. Place: Place Apple, Inc Headquarters are located at is located at 1 Infinite Loop, Cupertino, California. The Apple Consultants Network includes independent professional service providers and technology consulting firms that specialize in Apple and third-party solutions. Certified on Apple technologies, these providers deliver on-site technology services and support to home users and businesses of all sizes. Apple service providers are certified technicians, who complete regular Apple training and assessments, and offer repair services, and exclusive access to genuine Apple parts. They are located in Asia/Pacific, Africa, the Middle East Europe and Latin America. Apple has over 200 retail stores worldwide including the US, UK and Canada. Apple recently opened a new retail store in Shanghai China Promotion: Promotion Apple, Inc offers special discounts on refurbished MacIntosh computers, iPod Nanos , and the 8GB iPod Touch. In each case a 1 year warranty is included on the all products. Apple, Inc authorized Training Centers are located throughout the U.S. each provides instruction in Mac systems, Mac OS X, and Apples professional applications. A wide range of certification exams and courses offer innovative learning opportunities for IT and creative professionals, educators, and service techniciansdelivered exclusively by Apple Certified Trainers. The Apple Consultants Network website provides a search tool allowing visitors to locate nearby certified Mac product consultants in the U.S, Canada, and a number of international locations. Slide 10: The online Apple Store offers free shipping for orders over $50. The online Apple store offers iTunes gift cards. Apple provides a $100 rebate when you purchase a Mac or specific printers from the online store. Apple has packaged back-to-school offers, including some aimed at college students.

Green marketing
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Marketing
Key concepts

Product marketing Pricing Distribution Service Retail Brand management Account-based marketing Ethics Effectiveness Research Segmentation Strategy Activation Management Dominance Marketing operations

Promotional content

Advertising Branding Underwriting Direct marketing Personal sales Product placement Publicity Sales promotion Sex in advertising Loyalty marketing SMS marketing Premiums Prizes

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Printing Publication Broadcasting Out-of-home advertising Internet Point of sale Merchandise

Digital marketing In-game advertising In-store demonstration Word-of-mouth Brand ambassador Drip marketing Visual merchandising

vde

According to the American Marketing Association, green marketing is the marketing of products that are presumed to be environmentally safe.[1] Thus green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. Yet defining green marketing is not a simple task where several meanings intersect and contradict each other; an example of this will be the existence of varying social, environmental and retail definitions attached to this term.[1] Other similar terms used are Environmental Marketing and Ecological Marketing. Green, environmental and eco-marketing are part of the new marketing approaches which do not just refocus, adjust or enhance existing marketing thinking and practice, but seek to challenge those approaches and provide a substantially different perspective. In more detail green, environmental and eco-marketing belong to the group of approaches which seek to address the lack of fit between marketing as it is currently practiced and the ecological and social realities of the wider marketing environment.[2] The legal implications of marketing claims call for caution. Misleading or overstated claims can lead to regulatory or civil challenges. In the USA, the Federal Trade Commission provides some guidance on environmental marketing claims.[3] This Commission is expected to do an overall review of this guidance, and the legal standards it contains, in 2011.[4]

Contents

1 History 2 Framework o 2.1 Ecological Marketing o 2.2 Green/ environmental marketing 3 Greenhouse gas reduction market 4 Popularity and effectiveness o 4.1 Ongoing debate o 4.2 Confusion 4.2.1 Greenwashing o 4.3 Statistics 5 Target market o 5.1 LOHAS 6 The Green Marketing Mix 7 Eco Labels 8 Life Cycle Assessment o 8.1 Example for LCA 9 Green marketing cases o 9.1 Phillips's "Marathon" CFL lightbulb o 9.2 Car sharing services o 9.3 Electronics sector o 9.4 Products & Services o 9.5 Introduction of CNG in Delhi 10 See also 11 References 12 External links

[edit] History
The term Green Marketing came into prominence in the late 1980s and early 1990s.[5] The American Marketing Association (AMA) held the first workshop on "Ecological Marketing" in 1975.[6] The proceedings of this workshop resulted in one of the first books on green marketing entitled "Ecological Marketing".[7] The Corporate Social Responsibility (CSR) Reports started with the ice cream seller Ben & Jerry's where the financial report was supplemented by a greater view on the company's environmental impact. In 1987 a document prepared by the World Commission on Environment and Development defined sustainable development as meeting the needs of the present without compromising the ability of future generations to meet their own need, this became known as the Brundtland Report and was another step towards widespread thinking on sustainability in everyday activity. Two tangible milestones for wave 1 of green marketing came in the form of published books, both of which were called Green Marketing. They were by Ken Peattie (1992) in the United Kingdom and by Jacquelyn Ottman (1993) in the United States of America.[8]

According to Jacquelyn Ottman, (author of "The New Rules of Green Marketing: Strategies, Tools, and Inspiration for Sustainable Branding" (Greenleaf Publishing[9] and Berrett-Koehler Publishers, February 2011)) from an organizational standpoint, environmental considerations should be integrated into all aspects of marketing new product development and communications and all points in between.[10] The holistic nature of green also suggests that besides suppliers and retailers new stakeholders be enlisted, including educators, members of the community, regulators, and NGOs. Environmental issues should be balanced with primary customer needs.[citation needed] The past decade has shown that harnessing consumer power to effect positive environmental change is far easier said than done. The so-called "green consumer" movements in the U.S. and other countries have struggled to reach critical mass and to remain in the forefront of shoppers' minds.[11] While public opinion polls taken since the late 1980s have shown consistently that a significant percentage of consumers in the U.S. and elsewhere profess a strong willingness to favor environmentally conscious products and companies, consumers' efforts to do so in real life have remained sketchy at best.[1] One of green marketing's challenges is the lack of standards or public consensus about what constitutes "green," according to Joel Makower, a writer on green marketing.[citation needed] In essence, there is no definition of "how good is good enough" when it comes to a product or company making green marketing claims. This lack of consensusby consumers, marketers, activists, regulators, and influential peoplehas slowed the growth of green products, says Makower, because companies are often reluctant to promote their green attributes, and consumers are often skeptical about claims.[citation needed] Despite these challenges, green marketing has continued to gain adherents, particularly in light of growing global concern about climate change. This concern has led more companies to advertise their commitment to reduce their climate impacts, and the effect this is having on their products and services.[12][13]

[edit] Framework
[edit] Ecological Marketing Ecological marketing was based on the idea that environmental protection and resource conservation can be better advanced through less regulation by the public sector and more enterprise in the private sector. This idea, in turn, is based on the premise that the ecologically concerned consumer is a legitimate but largely unused market segment one that is identifiable, accessible and measurable.[14] In the 1970s the importances of a small number of environmental issues like oil use or pollution for a narrow range of industries (for example cars and chemicals) was framed as something that was relevant to engineers, lawyers and marketers within companies.[2] Originally proposed at the American Marketing Association first conference on ecological marketing in 1975,[15] the idea was compatible with the antiregulatory mood of these days in the U.S. It found supporter at the 1979 conference, who felt that government and business should strike a better balance in the division of responsibility for the management of negative social externalities.[16]

[edit] Green/ environmental marketing Unfortunately, a majority of people believe that ecological (green) marketing refers solely to the promotion or advertising of products with environmental characteristics. Terms like Phosphate Free, Recyclable, Refillable, Ozone Friendly, and Environmentally Friendly are some of the things consumers most often associate with green marketing. While these terms are green marketing claims, in general green marketing is a much broader concept, one that can be applied to consumer goods, industrial goods and even services. Thus, green marketing incorporates a broad range of activities, including product modification, changes of the production process, packaging changes, as well as modifying advertising. Green marketing came into prominence in the late 1980s and early 1990s, it was first discussed much earlier. The American Marketing Association (short: AMA) held the first workshop on Ecological Marketing in 1975.[15] The proceedings of this workshop resulted in one of the first books on green marketing entitled Ecological Marketing. According to Dainora Grundey and Rodica Milena Zaharia Green or Environmental Marketing consists of all activities designed to generate and facilitate any exchanges intended to satisfy human needs or wants, such that the satisfaction of these needs and wants occurs, with minimal harmful impact on the natural environment .[17]

[edit] Greenhouse gas reduction market

The emerging greenhouse gas reduction market can potentially catalyze projects with important local environmental, economic, and quality-of-life benefits. The Kyoto Protocols Clean Development Mechanism (CDM), for example, enables trading between industrial and developing nations, providing a framework that can result in capital flows to environmentally beneficial development activities. Although the United States is not participating in the Kyoto Protocol, several US programs enable similar transactions on a voluntary and regulatory basis.[1] While international trade in greenhouse gas[18] reductions holds substantial promise as a source of new funding for sustainable development, this market can be largely inaccessible to many smaller-scale projects, remote communities, and least developed localities. To facilitate participation and broaden the benefits, several barriers must be overcome, including: a lack of market awareness among stakeholders and prospective participants; specialized, somewhat complicated participation rules; and the need for simplified participation mechanisms for small projects, without which transaction costs can overwhelm the financial benefits of participation. If the barriers are adequately addressed, greenhouse gas trading can play an important role supporting activities that benefit peoples lives and the environment.[1]

[edit] Popularity and effectiveness

[edit] Ongoing debate The popularity of such marketing approach and its effectiveness is hotly debated. Supporters claim that environmental appeals are actually growing in numberthe Energy Star label, for example, now appears on 11,000 different companies'[19] models in 38 product categories, from washing machines and light bulbs to skyscrapers and homes. However, despite the growth in the number of green products, green marketing is on the decline as the primary sales pitch for

products. (NEEDS CITATION) On the other hand, Ropers Green Gauge shows that a high percentage of consumers (42%)[20] feel that environmental products dont work as well as conventional ones. This is an unfortunate legacy from the 1970s when shower heads sputtered and natural detergents left clothes dingy. Given the choice, all but the greenest of customers will reach for synthetic detergents over the premium-priced, proverbial "Happy Planet" any day, including Earth Day. New reports, however show a growing trend towards green products.[21] [edit] Confusion One challenge green marketers -- old and new -- are likely to face as green products and messages become more common is confusion in the marketplace. "Consumers do not really understand a lot about these issues, and there's a lot of confusion out there," says Jacquelyn Ottman(founder of J. Ottman Consulting and author of "Green Marketing: Opportunity for Innovation.")[21] Marketers sometimes take advantage of this confusion, and purposely make false or exaggerated "green" claims. Critics refer to this practice as "green washing".[citation needed]
[edit] Greenwashing

The term greenwashing refers to all industries that adopt outwardly green acts with an underlying purpose to increase profits. The primary objective of greenwashing is to provide consumers with the feeling that the organization is taking the necessary steps to responsibly manage its ecological footprint. In reality, the company may be doing very little that is environmentally beneficial[22] The term greenwashing was first used by environmentalist Jay Westerveld when objecting to hotelier's practice of placing notices in hotel rooms which asked their quests to reuse towels to save the environment. Westerveld noted that there was little else to suggest that the hoteliers were interested in reducing their environmental impacts, and that their interest in washing fewer towels seemed to be motivated by a concern to save costs rather than the environment. Since then greenwashing has become a central feature of debates about marketing communications and sustainability, with awards for greenwashing established and numerous campaigns, law and advices developed in an attempt to reduce or curb it.[2] [edit] Statistics According to market researcher Mintel, about 12% of the U.S. population can be identified as True Greens, consumers who seek out and regularly buy so-called green products. Another 68%[21][23] can be classified as Light Greens, consumers who buy green sometimes. "What chief marketing officers are always looking for is touch points with consumers, and this is just a big, big, big touch point that's not being served," says Mintel Research Director David Lockwood. "All the corporate executives that we talk to are extremely convinced that being able to make some sort of strong case about the environment is going to work down to their bottom line."[21]

[edit] Target market

In 1989, 67 percent of Americans stated that they were willing to pay 5-10 percent more for ecologically compatible products.[24] By 1991, environmentally conscious individuals were willing to pay between 15-20 percent more for green products.[25] By 1993, Myburgh-Louw and

OShaughnessy[26] conducted a mail survey of female consumers in the UK to investigate their perceptions of environmental claims on the packaging of clothes detergents. They found that 79 percent of their sample agreed to pay up to 40 percent more for a product which was identical in every respect to their own brand and which had been proven to be green. An important challenge facing marketers is to identify which consumers are willing to pay more for environmentally friendly products. It is apparent that an enhanced knowledge of the profile of this segment of consumers would be extremely useful. Efforts to identify environmentally friendly consumers can be traced back to the early 1970s.,[27] as well as Anderson and Cunningham,[28] were pioneers in studying the profile of socially responsible consumers. Overall, their combined results portray a highly socially conscious person as female, pre-middle aged, with a high level of education (finished high school) and above average socioeconomic status.[29] [edit] LOHAS LOHAS stands for Lifestyles of Health and Sustainability, and describes an integrated, rapidly growing market for goods and services that appeal to consumers whose sense of environmental and social responsibility influences their purchase decisions. The Natural Marketing Institutes (short: NMI) estimates the US LOHAS consumer market of products and services to be USD 209 billion sold across all consumer segments.[30] The five LOHAS segments as defined by NMI include:

LOHAS: Active environmental stewards dedicated to personal and planetary health. These are the heaviest purchasers of green and socially responsible products and the early adapters who influence others heavily. Naturalites: Motivated primarily by personal health considerations. They tend to purchase more LOHAS consumable products vs. durable items. Drifters: While their intentions may be good, DRIFTERS follow trends when it is easy and affordable. They are currently quite engaged in green purchasing behaviours. Conventionals: Pragmatists who embrace LOHAS behaviour when they believe they can make a difference, but are primarily focused on being very careful with their resources and doing the right thing because it will save them money. Unconcerned: Either unaware or unconcerned about the environment and societal issues mainly because they do not have the time or the means these consumers are largely focused on getting by.

The distribution of the different types of LOHAS.[30]

[edit] The Green Marketing Mix

A model of a green marketing-mix should, of course, contain all 4Ps:

Product: A producer should offer ecological products which not only must not contaminate the environment but should protect it and even liquidate existing environmental damages. Price: Prices for such products may be a little higher than conventional alternatives. But target groups like for example LOHAS are willing to pay extra for green products. Place: A distribution logistics is of crucial importance; main focus is on ecological packaging. Marketing local and seasonal products e.g. vegetables from regional farms is more easy to be market green than products imported. Promotion: A communication with the market should put stress on environmental aspects, for example that the company possesses a CP certificate or is ISO 14000 certified. This may be publicized to improve a firms image. Furthermore, the fact that a company spends expenditures on environmental protection should be advertised. Third, sponsoring the natural environment is also very important. And last but not least, ecological products will probably require special sales promotions.

In their book of Sustainability Marketing Belz and Peattie go one step further in terms of not just marketing but operating green. They transformed the 4 P's into the 4 C's. The four C's customer solutions, customer cost, communication and convenience are taking the point of view of the customer (not the producer).

Customer solutions:These solutions go beyond selling physical products and present solutions to customer's problems. They imply knowing customers and their needs well and offering products and services that satisfy customer needs and that take into account social as well as environmental aspects. Customer Cost:Customer Cost does not only include the financial price a buyer has to pay for a product or a service, it also considers the psychological, social and environmental costs of obtaining, using and disposing of a product.

Communication: Green communication goes beyond promotion, which is a form of persuasion and a one-way communication from seller to buyer. Communication is a process of interactive dialogue within which it is essential to build trust and credibility. Convenience: Means that customers want to use products and services that meet their needs and that are easy and convenient to access and use.[2]

The level of greening-strategic, quasi-strategic, or tactical dictates exactly what activities should be under-taken by a company. Strategic greening in one area may or may not be leveraged effectively in others. A firm could make substantial changes in production processes but opt not to leverage them by positioning itself as an environmental leader. So although strategic greening is not necessarily strategically integrated into all marketing activities, it is nevertheless strategic in the product area.[17]

Green marketing activities[17]

[edit] Eco Labels

An individual's belief that an environmental claim lacks honesty can have a negative effect on attitude toward a brand. If, on the other side, the consumer grants credibility to the claim, the individual will behave more respectfully toward the environment. The problem in extending that credibility to a brand is that consumers interested in ecological products generally are skeptical of commercial advertisements. This skepticism is due to various factors such as lack of language, the absence of scientific knowledge necessary to interpret advertising meaning, and, in particular, the falsehoods and exaggeration of some advertising techniques. To resolve this problem, independent organizations may choose to guarantee messages on the environmental benefits of brands with environmental labeling systems sponsored by independent organizations. This practice tries to diminish perceived biases in environmental information by promoting standardization of the information with the aim of improving confidence in the evaluation of environmental benefits of productsall of which should positively affect the purchase intention.[31]

Overview of the different types of eco-labels used to indicate credibility to consumer.[32]

[edit] Life Cycle Assessment

During the late 1980's also new instruments such as life cycle assessment (short: LCA) were invented which allowed ecological considerations to be introduced into marketing decisions.[2] The life cycle assessment model seeks to identify the main types of environmental impact throughout the life cycle of a product. LCA was developed according to ISO 14040. The main goal of the LCA is to define the energy and environmental profile of the finished products. The reasons to use LCA arose from the need to have a precise process accounting and to highlight potential improvements that could be used in order to increase the environmental, energy and economic efficiency and overall effectiveness of the processes. In addition, the purpose was to quantify the environmental advantages deriving from the use of recycled raw material.[33] [edit] Example for LCA LCA is used for example in the building sector. Buildings today account for the 40% of the worlds energy use. The resulting carbon emissions are substantially higher than those of the transportation sector. New buildings using more energy than necessary are being built every day, and millions of today's inefficient buildings will remain standing until at least 2050. Its therefore necessary to start reducing energy use in new and existing buildings in order to reduce the planet's energy-related carbon footprint. Growing interest, space, and attention in the architecture sector are directed to environmental issues according to the principles of green building. Mineral, vegetable, or animal materials such as perlite, vermiculite, rock wool, glass wool, cork, plant fibers (cotton, flax, hemp, coconut), wood fiber, cellulose, and sheep's wool can be used for the production of insulation panels.[33]

[edit] Green marketing cases

[edit] Phillips's "Marathon" CFL lightbulb Philips Lighting's first shot at marketing a standalone compact fluorescent light (CFL) bulb was Earth Light, at $15 each versus 75 cents for incandescent bulbs.[34] The product had difficulty climbing out of its deep green niche. The company re-launched the product as "Marathon," underscoring its new "super long life" positioning and promise of saving $26 in energy costs over its five-year lifetime.[34] Finally, with the U.S. EPA's Energy Star label to add credibility as well as new sensitivity to rising utility costs and electricity shortages, sales climbed 12 percent in an otherwise flat market.[35] [edit] Car sharing services Car-sharing services address the longer-term solutions to consumer needs for better fuel savings and fewer traffic tie-ups and parking nightmares, to complement the environmental benefit of more open space and reduction of greenhouse gases.[citation needed] They may be thought of as a "time-sharing" system for cars. Consumers who drive less than 7,500 miles a year and do not need a car for work can save thousands of dollars annually by joining one of the many services

springing up, including ZipCar (East Coast), I-GO Car (Chicago),[36] Flex Car (Washington State),[37] and Hour Car (Twin Cities).[38] [edit] Electronics sector The consumer electronics sector provides room for using green marketing to attract new customers. One example of this is HP's promise to cut its global energy use 20 percent by the year 2010.[39] To accomplish this reduction below 2005 levels, The Hewlett-Packard Company announced plans to deliver energy-efficient products and services and institute energy-efficient operating practices in its facilities worldwide. [edit] Products & Services Now companies are offering more eco-friendly alternatives for their customers. Recycled products for example, are one of the most popular alternatives that can benefit the environment. These benefits include sustainable forestry, clean air, energy efficiency, water conservation, and a healthy office. One example, is the E-commerce business and office supply company Shoplet which offers a web tool that allows you to replace similar items in your shopping cart with greener products. [edit] Introduction of CNG in Delhi New Delhi, capital of India, was being polluted at a very fast pace until Supreme Court of India forced a change to alternative fuels. In 2002, a directive was issued to completely adopt CNG in all public transport systems to curb pollution.[40]

[edit] See also

Social marketing
From Wikipedia, the free encyclopedia Jump to: navigation, search Not to be confused with societal marketing or social media marketing.

Marketing
Key concepts

Product marketing Pricing Distribution Service Retail Brand management Account-based marketing Ethics Effectiveness Research Segmentation Strategy Activation Management Dominance Marketing operations

Promotional content

Advertising Branding Underwriting Direct marketing Personal sales Product placement Publicity Sales promotion Sex in advertising Loyalty marketing SMS marketing Premiums Prizes

Promotional media

Printing Publication Broadcasting Out-of-home advertising Internet Point of sale Merchandise Digital marketing In-game advertising

In-store demonstration Word-of-mouth Brand ambassador Drip marketing Visual merchandising

vde

Social marketing is the systematic application of marketing, along with other concepts and techniques, to achieve specific behavioral goals for a social good.[1] Social marketing can be applied to promote merit goods, or to make a society avoid demerit goods and thus to promote society's well being as a whole. For example, this may include asking people not to smoke in public areas, asking them to use seat belts, or prompting to make them follow speed limits. Although "social marketing" is sometimes seen only as using standard commercial marketing practices to achieve non-commercial goals, this is an over-simplification. The primary aim of social marketing is "social good", while in "commercial marketing" the aim is primarily "financial". This does not mean that commercial marketers can not contribute to achievement of social good. Increasingly, social marketing is being described as having "two parents"a "social parent" = social sciences and social policy, and a "marketing parent" = commercial and public sector marketing approaches. Beginning in the 1950s when Weibe asked "Why cant you sell brotherhood and rational thinking like you can sell soap?, it has in the last two decades matured into a much more integrative and inclusive discipline that draws on the full range of social sciences and social policy approaches as well as marketing. Social marketing must not be confused with social media marketing.

Contents

1 Applications of social marketing 2 Types of social marketing 3 Social marketing confusion 4 History of social marketing 5 See also 6 References 7 Further reading 8 External links

[edit] Applications of social marketing

Health promotion campaigns in the late 1980s began applying social marketing in practice. Notable early developments took place in Australia. These included the Victoria Cancer Council developing its anti-tobacco campaign "Quit" (1988), and "SunSmart" (1988), its campaign against skin cancer which had the slogan Slip! Slop! Slap!.[2] WorkSafe Victoria, a state-run Occupational Health and Safety organization in Australia has used social marketing as a driver in its attempts to reduce the social and human impact of workplace safety failings. In 2006, it ran "Homecomings", a popular campaign that was later adopted in New South Wales, Queensland and Western Australia, and named the 2007 Australian Marketing Institute Marketing Program of the Year[3] DanceSafe followed the ideas of social marketing in its communication practices.[citation needed] On a wider front, by 2007, Government in the United Kingdom announced the development of its first social marketing strategy for all aspects of health.[4] Two other public health applications include the CDC's CDCynergy training and software application,[5] and SMART (Social Marketing and Assessment Response Tool).[6] Social marketing theory and practice has been progressed in several countries such as the US, Canada, Australia, New Zealand and the UK, and in the latter a number of key Government policy papers have adopted a strategic social marketing approach. Publications such as "Choosing Health" in 2004,[4] "It's our health!" in 2006; and "Health Challenge England" in 2006, all represent steps to achieve both a strategic and operational use of social marketing. In India, AIDS controlling programs are largely using social marketing and social workers are largely working for it. Most of the social workers are professionally trained for this particular task.[citation needed] In the U.S. the Washington D.C. based organization "Men Can Stop Rape" Anti-Rape Movement have successfully used social marketing in anti-rape posters and other media targeting a rapeprevention message at boys and young men. [7]

A variation of social marketing has emerged as a systematic way to foster more sustainable behavior. Referred to as Community-Based Social Marketing (CBSM) by Canadian environmental psychologist Doug McKenzie-Mohr, CBSM strives to change the behavior of communities to reduce their impact on the environment [8] Realizing that simply providing information is usually not sufficient to initiate behavior change, CBSM uses tools and findings from social psychology to discover the perceived barriers to behavior change and ways of overcoming these barriers. Among the tools and techniques used by CBSM are focus groups and surveys (to discover barriers) and commitments, prompts, social norms, social diffusion, feedback and incentives (to change behavior). The tools of CBSM have been used to foster sustainable behavior in many areas, including energy conservation [9], environmental regulation [10] and recycling [11]

[edit] Types of social marketing

Social marketing uses the benefits and of doing social good to secure and maintain customer engagement. In social marketing the distinguishing feature is therefore its "primary focus on social good, and it is not a secondary outcome. Not all public sector and not-for-profit marketing is social marketing. Public sector bodies can use standard marketing approaches to improve the promotion of their relevant services and organizational aims. This can be very important, but should not be confused with social marketing where the focus is on achieving specific behavioral goals with specific audiences in relation to different topics relevant to social good (e.g.: health, sustainability, recycling, etc.). For example, a 3-month marketing campaign to encourage people to get a H1N1 vaccine is more tactical in nature and should not be considered social marketing. Whereas a campaign that promotes and reminds people to get regular check-ups and all of their vaccinations when they're supposed to encourages a long-term behavior change that benefits society. It can therefore be considered social marketing. As the dividing lines are rarely clear it is important not to confuse social marketing with commercial marketing. A commercial marketer selling a product may only seek to influence a buyer to make a product purchase. Social marketers, dealing with goals such as reducing cigarette smoking or encouraging condom use, have more difficult goals: to make potentially difficult and long-term behavioral change in target populations. It is sometimes felt that social marketing is restricted to a particular spectrum of clientthe nonprofit organization, the health services group, the government agency. These often are the clients of social marketing agencies, but the goal of inducing social change is not restricted to governmental or non-profit charitable organizations; it may be argued that corporate public relations efforts such as funding for the arts are an example of social marketing.

Social marketing should not be confused with the Societal Marketing Concept which was a forerunner of sustainable marketing in integrating issues of social responsibility into commercial marketing strategies. In contrast to that, social marketing uses commercial marketing theories, tools and techniques to social issues. Social marketing applies a "customer oriented" approach and uses the concepts and tools used by commercial marketers in pursuit of social goals like Anti-Smoking-Campaigns or fund raising for NGOs.

[edit] Social marketing confusion

In 2006, Jupitermedia announced its "Social Marketing" service,[12] with which it aims to enable website owners to profit from social media. Despite protests from the social marketing communities over the hijacking[unbalanced opinion] of the term, Jupiter decided to stick with the name.[13] However, Jupiter's approach is more correctly (and commonly) referred to as social media optimization. Another similar, but different marketing approach is Holistic Marketing which also aims to benefit society, but through aligning the values and ethics of employees and owners of a company with their marketing goals, regardless of the product being marketed.

[edit] History of social marketing

Social marketing began as a formal discipline in 1971, with the publication of "Social Marketing: An Approach to Planned Social Change" in the Journal of Marketing by marketing experts Philip Kotler and Gerald Zaltman.[14] However, earlier, social marketing had already been used as a tool for birth control in India, where a persuasion-based approach was favored over a legislative approach.[15] Craig Lefebvre and June Flora introduced[verification needed] social marketing to the public health community in 1988,[16] where it has been most widely used and explored. They noted that there was a need for "large scale, broad-based, behavior change focused programs" to improve public health (the community wide prevention of cardiovascular diseases in their respective projects), and outlined eight essential components of social marketing that still hold today. They are:
1. A consumer orientation to realize organizational (social) goals 2. An emphasis on the voluntary exchanges of goods and services between providers and consumers 3. Research in audience analysis and segmentation strategies 4. The use of formative research in product and message design and the pretesting of these materials 5. An analysis of distribution (or communication) channels 6. Use of the marketing mixutilizing and blending product, price, place and promotion characteristics in intervention planning and implementation 7. A process tracking system with both integrative and control functions 8. A management process that involves problem analysis, planning, implementation and feedback functions[17]

Speaking of what they termed "social change campaigns", Kotler and Ned Roberto introduced the subject by writing, "A social change campaign is an organized effort conducted by one group (the change agent) which attempts to persuade others (the target adopters) to accept, modify, or abandon certain ideas, attitudes, practices or behavior." Their 1989 text was updated in 2002 by Philip Kotler, Ned Roberto and Nancy Lee.[18] In 2005, University of Stirling was the first university to open a dedicated research institute to Social Marketing,[19] while in 2007, Middlesex University became the first university to offer a specialized postgraduate programme in Health & Social Marketing.[20] In recent years there has been an important development to distinguish between "strategic social marketing" and "operational social marketing". Much of the literature and case examples focus on operational social marketing, using it to achieve specific behavioral goals in relation to different audiences and topics. However there has been increasing efforts to ensure social marketing goes "upstream" and is used much more strategically to inform both "policy formulation" and "strategy development". Here the focus is less on specific audience and topic work but uses strong customer understanding and insight to inform and guide effective policy and strategy development.

[edit] See also