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I. INTRODUCTION

Although environmental issues influence all human activities, few academic


disciplines have integrated green issues into their literature. This is especially true
of marketing. As society becomes more concerned with the natural environment,
businesses have begun to modify their behavior in an attempt to address society's
"new" concerns. Some businesses have been quick to accept concepts like
environmental management systems and waste minimization, and have
integrated environmental issues into all organizational activities.

Some evidence of this is the development of journals such as "Business


Strategy and the Environment" and "Greener Management International," which
are specifically designed to disseminate research relating to business'
environmental behavior. One business area where environmental issues have
received a great deal of discussion in the popular and professional press is
marketing. Terms like "Green Marketing" and "Environmental Marketing" appear
frequently in the popular press. Many governments around the world have
become so concerned about green marketing activities that they have attempted
to regulate them (Polonsky 1994a). For example, in the United States (US) the
Federal Trade Commission and the National Association of Attorneys-General
have developed extensive documents examining green marketing issues [FTC
1991, NAAG 1990]. One of the biggest problems with the green marketing area is
that there has been little attempt to academically examine environmental or green
marketing. While some literature does exist [Carlson, Grove and Kangun
1993, Davis 1992, Davis 1993], it comes from divergent perspectives.

Thus by the concept of Green Marketing the company RFLASH is


concerned in investing and producing flashlights from recyclable materials, usually
fgound in garbages keeping minimal cost , thus contributing to recycling and
reusing waste materials which is beneficial to the environment.

RFLASH is the name of the proposed business represented by the logo in


figure 1. The business was brought about by the idea from a video from the
internet which uses recyclable materials in making flashlights. As nowadays
power interruptions occur very often, unannounced and unexpected. The old and
held handy battery powered flashlights are still of used for they could be used
availably even without recharging, and as batteries have now become cheaper
and available even in Sari-sari stores, these recycled flashlights are useful,
environment friendly and cheap.
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Figure 1. Company Logo

Figure 1 represents the Company logo, the R represents Recycled while


the abbreviation flash represents flashlight, the company tagline Lighting your
way signifies the companies vision to light up the way whenever power
interruptions occur specially during nighttime.

II. VISION, MISSION, GOALS AND OBJECTIVES

The vision, mission, goals and objectives of an organization sets the


pattern by which the organization operates. A set pattern which becomes the
organizations backbone and fall-back whenever the organization find new heights
and levels. RFlash has its own set of VMGOs as stated in the following.

VISION

TO LIGHT THE PATH OF EVERYONE WHENEVER DARKNESS


STRIKES.

MISSION

TO BRING AT LEAST ONE RFLASH TO EVERY HOUSEHOLD.

COAL AND OBJECTIVES (CORE VALUES)

R- RECYCLING

F - FRIENDLY

L - LASTING

A - AND

S - SAFE

H - HOUSEHOLD

FLASHLIGHTS
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RFLASH and its product r-flashlights are environment friendly as


recycling is the firsts of its core values. Creating friendly lasting (quality) and safe
and environment friendly follows.

III. GREEN MARKETING

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. 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. Other similar terms used
are Environmental Marketing and Ecological Marketing. So, in this scenario of
global concern, corporate houses have taken green marketing as a visible part of
their strategic planning to promote products by employing environmental claims
either about their attributes or about their systems, policies and processes of the
firm that manufacture or sell them. Clearly Green marketing is a part and parcel of
overall corporate strategy; along with manipulating the traditional marketing mix (4
Ps), it requires an understanding of public policy process. So, we can say green
marketing covers a broad range of activities. "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 occurred with minimal detrimental impact on the natural
environment." (Mr. J Polonkey)

The Marketing strategy of RFLASH s also presented using the 7Ps as follows.

A. Product - The Product should fit the task consumers want it for, it should
work and it should be what the consumers are expecting to get.

The recycled flashlight s mostly made up of recycled materials its


body from woven popsicle sticks, and its head from cut plastic bottles,
conductors were also recycled wires. The only materials bought were the
batteries and light bulb, which only cost a total of Php20.00. To add value to
the product it would be colored with paint and packed in a resealable, reusable
package.

An estimated investment capital of 10,000.00 pesos for the product


alone would mean an estimated 450 r-flashlights ready to market.
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B. Price The Product should always be seen as representing good value for
money. This does not necessarily mean it should be the cheapest
available; one of the main tenets of the marketing concept is that
customers are usually happy to pay a little more for something that works
really well for them.

The r-flashlight would be priced at Php25.00 each , projecting a marginal


profit of Php3.00 per item and producing a 162% return of investment (ROI)
for the initial capital of Php 10,000.00. This is shown using the ROI
computation as follows.

CAPITAL 10,000.00
ACTUAL COST 22.00
SALE COST 25.00
PROFIT 3.00
ASSUMING
PCS/MONTH 450 1,350.00
ANNUAL 16,200.00
ROI 162.00%

C. Place The product should be available from where your target consumer
finds it easiest to shop. This may be High Street, Mail Order or the more
current option via e-commerce or an online shop.
The proposed location of the business would be at Nibaliw Norte,
Bautista Pangasinan as shown in the figure 1
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Figure 1. Proposed Location of RFLASH


The proposed location of RFLASH business is at Nibaliw Sur,
Bautista, Pangasinan. This was preferred by the proponent for the rent at
Php 7,000.00 per month is cheaper as compared to spaces for rent
inBayambang.

D. Promotion Advertising, PR, Sales Promotion, Personal Selling and, in


more recent times, Social Media are all key communication tools for an
organization. These tools should be used to put across the organizations
message to the correct audiences in the manner they would most like to
hear, whether it be informative or appealing to their emotions.
RFLASH will promote its product recycled flashlights (r-flashlights)
through the internet using different social media such as facebook, twitter
and instagram. It will also utilize flyers and posters as promotional strategy.

E. People All companies are reliant on the people who run them from front
line Sales staff to the Managing Director. Having the right people is
essential because they are as much a part of your business offering as the
products/services you are offering.
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Manager

F.
MANUFACTURERS (5) MARKETERS (5)

Figure 2. Organizational Chart

A simple organizational chart will represent the RFLASH


organization. The manager is the over-all overseer of the entire operation
and sees to it that manufacturing and marketing are operational and
working in balance and in harmony. Manufacturing and Marketing
personnel works harmoniously to satisfy the customers in terms of quality
of the peroduct and services in the production and sale of r-flashlights.

G. Processes The delivery of your service is usually done with the customer
present so how the service is delivered is once again part of what the
consumer is paying for.
The raw materials of the r-flashlight is as follows
1. Popsicle sticks
2. Plastic caps
3. 2 pcs. AA batteries
4. Light bulb
5. Connecting wires.

POCEDURES:

The casing for the flashlight must first be constructed using popsicle
sticks and plastic caps. The wiring and light bulb is then placed inside the
casing and finally the batteries are placed.

H. Physical Evidence Almost all services include some physical elements


even if the bulk of what the consumer is paying for is intangible. For
example a hair salon would provide their client with a completed hairdo and
an insurance company would give their customers some form of printed
material. Even if the material is not physically printed (in the case of PDFs)
they are still receiving a physical product by this definition.
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Figure 3. Sample Product

IV. TARGET MARKET

RFLASH will utilize the power of the internet especially social media in
promoting and marketing its products r-flashlights. The importance of environment
friendly products and the usual battery operated flashlights will be included in the
advertisements. Thus the target market of RFLASH is represented by the figure
below.

TARGET MARKET

households
offices
PRIVATE VEHICLES
PUV

Figure 2. TARGET MARKET

Figure 2 represents the Target Market of RFLASH which is composed of


50% -households, 25 % offices, 15 % private vehicles and 10% private utility
vehicles.

V. MARKETING STRATEGY

A marketing strategy is a business' overall game plan for reaching people


and turning them into customers of the product or service that the business
provides. The marketing strategy of a company contains the companys value
proposition, key marketing messages, information on the target customer, and
other high level elements. The marketing strategy informs the marketing plan,
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which is a document that lays out the types and timing of marketing activities. A
companys marketing strategy should have a longer lifespan than any individual
marketing plan as the strategy is where the value proposition and the key
elements of a companys brand reside. These things ideally do not shift very much
over time.

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