Environmental Marketing
Pointers to Review:
1.Evolution of Green Marketing
2.Sustainable Marketing Principle
3.Corporate Social Responsibility
4.Fundamentals of Responsible Business
5.Five M’s of the business
6.Global Environmental and Economic
Challenges
7.Sustainable Branding and Packaging
8.Barriers to Sustainable Pricing
9.Customer Relationship Management
10.Public Relations and Publicity
11.Marketing Communication Tools
Chapter 1 : Introduction to Sustainable
Marketing
Definition and Principles of Sustainable
Marketing
Sustainability :
- knowledge to exist continually
- Is the understanding of the business to
exceed endlessly
Sustainability Marketing:
- is the promotion of environmental and
socially responsible products, practices
and brand values
- spending on something locally sourced
or recyclable
- Referred to as green marketing is when
a company focuses on social and
environmental investments as a marketing
strategy
- companies are often criticized for their
waste, price-markup and false advertising,
to counteract this they tuned in to
sustainability marketing
Five Principles of Sustainability
Marketing:
1. Consumer / Customer Oriented
- Means that the company or org
view its marketing strategy from a
consumer point of view
- Every company should prioritize its
customers and organize its
activities around the needs of
consumers
- Knowing what consumers wnat
and their perspective is creates a
long lasting relationship
2. Customer Value
- Customer Value marketing entails
putting most efforts and resources
into continuously improving the
value added to the offering. As the
company creates value to the
customer the customer in turn
creates value to the company.
- Is creating value in the company
and its products to the customer,
the company should create value
in its offerings.
- When there is value in the product,
customers don’t mind paying
anymore.
3. Innovative
- The principle of innovative
marketing entails that the company
never stops finding better ways to
develop products, services and
better ways to market.
- Those that ignore innovation will
lose to those who find better ways
- Continuous improvement is key to
excellent and successful
sustainable marketing.
- Innovate the products to make it
more appealing, sustainable and
affordable to the customers.
- Changing the packaging, flavor,
type of the product, or offering a
low cost alternative can also be
considered as innovation. How one
presents the product to the
customers
- Sample: Coca-Cola did not change
its products rather innovated in its
advertising strategies, they
presented it as the experience
4. Sense of Mission
- is a principle that guides a firm to
define a broad mission that speaks
to society rather than just the
product
- Adopting a mission gives the
company a clear and long-term
direction and serves the best
long-run interests of consumers
and the brand.
- Having a sense of mission in one’s
marketing conveys a sense of
seriousness to the customers
- This sense is more important than
having a better profit margin. This
works in long-term sustainable
growth for the organization.
5. Societal
- The company balances decisions
based on customer wants, the
company requirements and the
customer and society’s long ter
interests
- Innovative companies look ahead
to potential societal issues as
opportunities
- This principle focuses primarily on
the company, customer and social
interests
- This has become important
because it creates the company’s
presence amongst social classes
and helps to establish the org as a
solution provider rather than a
money maker
History of Unsustainable Marketing
SDG - Sustainable Development Goal is
composed of countries that aim to solve
problems of unsustainable marketing from
at least 1 to 2 businesses?
From Video
- Australian tribe burning land,is
apparently helping the economy
- Indians practicing sustainability
- Spain, sea of plastic, laborers are
underpaid
- Palm oil bus bad
Environmental Awakening / Awareness
Environmentalism
- is an ideology that evokes the necessity
and responsibility of humans to respect,
protect and preserve the natural world
from its anthropogenic (caused by
humans) afflictions
Environmental Awareness
- is an integral part to the movements
success. BY spreading awareness that the
environment is fragile and indispensable
we can begin fixing the issues that
threaten it
The Evolution of a New Paradigm
Evolution of Green Marketing Orientation
Green Marketing
- is also known as sustainable marketing,
organic marketing, eco-friendly marketing
environmental and ecological marketing
Ecological Phase:
1960 - 1985 : Focus on most damaging
industries
- all marketing activities were supposed to
be a cure for environmental problems
- this phase did not provide useful
results.the only benefit gained is the
awareness from the government. The
government recognized green marketing
to be “a form of response to environmental
activism”
Environmental Phase
1985 - 2000 : focus on clean technology,
environmental problems
- marketers focused on clean tech
applicable to the design of innovative
products a decrease of population and
waste
- compared to ecological phase, this
phase was not limited to consumption of
resources but put a capture to
environmental problems, such as
destruction of the ecosystem, extinction of
species
- green marketing also covered
electronics, tourism , clothing and not just
toxic industries
Sustainable Phase
2000 - present : Focus on specific
requirement for products
- marketing becomes more radical with a
goal to meet full environmental costs of
production and consumption in order to
create a sustainable economy
- raises a special requirement for
production: to ensure that the current
material standard of living shall not be
harmful to living of future generations
CHAPTER 2 : Sustainable Marketing
Strategy
Competitive Advantage and Business
Case for Sustainability
1. Driving Competitive Advantage
- When the bus is joined with
sustainable marketing, all
stakeholders are involved because
they know the org’s goal (CSR)
- Because of that goal, stakeholders
are encouraged to join because of
good sustainable marketing
2. Improving risk management
3. Fostering innovation
- Providing any variants, still going
with the trend
4. Improving Financial
Performance
- Because of innovation, financial
performance is improved, produce
more sales
5. Building customer loyalty
- Customers know sustainable goals
that's why they patronise
6. Attracting and Engaging
Employees
- Employees will engage with the
activities of company, have that
unity, will continue to engage with
the company’s goals
Frameworks for Sustainable Marketing
Sustainable Marketing
- Defined as the promotion of
environmental and socially
responsible products, practices
and brand values
- Marketing is an all-encompassing
process that starts from the ground up and
the framework provided, using some of the
elements of a traditional marketing mix,
gives the fundamentals to make a green
change within the company and its
marketing effort
Framework for Sustainable Marketing
4Ps
1. Product / Service
- To switch or adapt to an
eco-conscious design
- Design and packaging looking to
be moe sustainable
- Moe color/complexity in packaging
more likely negative
2. Physical Evidence
- Upskilling and promoting
- People want physical evidence of
companies being green and
responsible
- As the company, must make sure
colleagues and processes are as
“green” as possible
- Going online means to prevent
brick and mortar? To help in a
green marketing, in a physical
store, produce lots of wastes
- Encourage not to print but to
recycle
- Eco-friendly office supplies (mugs
instead of plastic cup)
- Encourage moe colleagues
3. Promotion
- Market the things that will make a
difference and not just what you’ve
done
- Promote the things your company
has done that make a difference to
the world
- Stand out first (greta thunberg
sample)
4. Places
- Places where one markets to,
move marketing online
- Digital marketing
Creating and Implementing a
Sustainable Marketing Strategy
Sustainability Framework
- Is a way to organise thinking about
sustainability as well as inform
planning , management and
evaluation of activities in order to
improve and maintain health
outcomes at a population level
- Implemented by project staff and
local stakeholders
The Assessment Steps for Project
Planning
1. Define the local systems
- Who - which stakeholders need to
be at the table to define and
pursue a common long-term
mission
- “Local system” - local stakeholders
and communities brought together
to map out their visions and goals
for sustained health improvement
in the community
- Ex: villages, local authorities,
health district / posts, rural
development associations, locally
socially active NGO etc
2. Define the sustainability
scenarios.
- Identify the elements of SF
- Sustainability Scenario : a short
description of how the local system
can expect to achieve and
maintain its vision in the long term
- Broadly identifies roles and
responsibilities of stakeholders,
capabilities they need to have,
flows of inputs needed, attributes
 of an environment that would be
properly supportive
3. Choose or construct indicators
- Sustainability framework is both a
process and a content resulting
from this process
- Different dimensions of progress
(outcomes, capacity areas,
environment) are presented as
Components of Sustainability
Framework
- Indicators transformed into index
values
4. Develop an assessment plan
and measure the value of
indicators
- Carry out set of assessments to
determine baseline attainments of
each of the six measurement
components to find out where they
stand at the present
5. Present data
- Make large amount of data visually
pleasing
6. Engage actors in the local
system in reviewing results
- Define or revise your project’s
strategy to better contribute to the
local actor’s plan
a. Conduct environmental scan with
stakeholders to look at barriers
b. Conduct present/future reality
analysis in order to develop or
refine the sustainability scenario
c. Determine what your project can
contribute to the vision/scenario by
identifying priority activities
d. Develop project Results
Framework within a sustainability
plan of the local system
CHAPTER 3 - Ethical Dimensions of
Sustainable Marketing
The Responsibilities of Business in
Society
The Role of Business in Society
- The role of a business is to
produce and distribute goods and
services to satisfy a public need or
demand
Corporate Social Responsibility
- Is a business practice that involves
participating in initiatives that
benefit a society
- CSR as a business practice
involves putting certain funds
toward organizations or people
who need aid
- Proceeds towards feeding the
hungry or orgs that clean up the
environment
- Bus are also expected to maintain
a certain level of responsibility in
the way they run their operations
- Can be ethically irresponsible if the
comp knowingly brings harm to the
environment or if they treat
employees unfairly
- Consumers developed moe
concern for ethics behind goods
and services, employees too
- CSR has significant effect in
customer loyalty, company culture,
retaining employees and overall
profit
The Fundamental of Responsible
Business
5 Pillars of Sustainability
1. Customer Value
- Connecting to customers is what
matters most.
 - Give customers choices. By putting
their wants and needs first we
support their energy needs now
and into the future
2. Environmental Footprint
- Comp projects, restoring natural
areas, reducing carbon emission,
helping pass environmental
legislation to make sure the
environment stays that way for
generations
3. Quality Workforce
- Powering and investing in a safe,
valued and engaged workforce
supports our region’s energy
needs now and the future
- Investing on employees gives them
opportunities to grow personally
and professionally in a dynamic
and diverse workplace
4. Responsible Management
- Companies are working hard to
manage risks for the future while
reducing costs today
5. Strong Communities
- Invest where we live and work to
engage in helping the community
solve issues that moves us toward
a safer and healthier future
Sustainability : The New Ethics
Ethics
- Are set of moral principles that
governs a person’s behavior
- Pertains to what is right and wrong
- Companies can act lawfully but
unethically
4 Main Ways an org can be right:
1. Amoral - winning at all costs, can
act unlawfully let alone unethically
2. Legalistic - only follow the law,
ethics barely considered
3. Responsive - recognize that
ethics can be helpful and
sometimes can be used to their
advantage
4. Ethical - ethics are their very core,
recognize the benefits, going just
beyond appropriate policies
Ethics matter now, and the public needs
transparency
Ethics in orgs wil:
- Increase staff morale
- Boost reputation
- Attract customers
- Generate goodwill
- Improve brand recognition
- New finance sources
4 Pillars, UN Global Compact
1. Protection of Human Rights
2. 4 main principles labor Standards
a. Appropriate labor standards
b. Fair pricing
c. Commitment to diversity
d. Fair payment
3. Environment
4. Working against Corruption
The Responsibility of Individual
Customers
CHAPTER 4 : The Marketing Environment
and Processes
Five M’s of the business
Men: The people of the organisation
including both skilled and unskilled
workers.
Minutes: Time taken for the processes of f. Public - made up of any group that
the business to complete. has an actual or potential interest
or affects the company’s ability to
Machinery: Equipment required by the serve its customers
business to facilitate or complete the
processes. 2. Macro Environment
- Macro component of the marketing
Materials: The factors of production or environment is also known as
supplies required by the business to broad environments
complete the processes or production. - Constitutes the external factors
which affects the industry as a
Money: Money is the financial resource whole but don’t have direct effect
used to purchase machinery, materials, on the business
and pay the employees.
a. Demographic Environment - is
External Environment made up of people who constitute
- Constitutes factors and forces the market
which are external to the business - Factual segregation of the
and on which the marketer has population according to their size,
little or no control. density, location, age, gender, race
- Two types: and occupation
b. Economic Environment -
1. Micro Marketing Environment constitutes factors that influence
- Comprises external forces and customer’s purchasing power and
factors that are directly related to spending patterns
the business - Includes; GDP, GNP, interest rates,
- Everything within the firm’s reach. inflation, income distribution,
Forces associated with how the government funding and subsidies
company operates day-to-day and and other major economic
the business has some control variables.
over these areas. c. Physical Environment - includes
the natural environment in which
a. Suppliers - all parties which the bus operates
provide resources of the org - Includes climactic conditions,
b. Market intermediaries - parties environmental change, acessibility
involved in the distribution of to water and raw materials, natural
product or service of the org disasters, pollution etc
c. Partners - al the separate entities d. Technological Environment -
which conduct bus with the org constitute innovation, research and
- Advertising, market research org, development in technology,
banking and insurance, transpo, technological alternatives,
brokers innovation inducements also
d. Customers - comprise of the technological barriers to smooth
target group of the og operation
e. Competitors - are the players in - Tech is one of the biggest sources
the same market who target similar of threats and opportunities and is
customers very dynamic
 e. Socio-Cultural Environment - is
made up of the lifestyle, values,
culture, prejudice and beliefs of the
people, this differs in diff regions
f. Political-Legal Environment

CHAPTER 5 : Consumer Behavior and

Sustainable Marketing

Sustainable Consumption
- Consumption of goods and
services that have minimal impact
upon the environment, are socially
equitable and economically viable
whilst meeting the basic needs of
humans

Consumer Engagement
- A marketing strategy that focuses
on increasing the level of
engagement customer have with
your brand by providing
personalized messages and
interacting with customers across
whichever channels they prefer