Green marketing aims to promote products through advertising that focuses on environmental benefits and conservation. Some key tactics include highlighting environmentally-friendly product attributes, sustainable business practices, and eco-friendly lifestyles. The document provides several examples of companies employing green marketing strategies in their advertising, such as Philips Lighting emphasizing the long life of its energy-efficient bulbs and Panasonic promoting appliances and systems to help consumers reduce their carbon footprint. However, some companies are criticized for purportedly using greenwashing tactics through ads that overstate their environmental commitments while engaging in environmentally harmful activities.
Green marketing aims to promote products through advertising that focuses on environmental benefits and conservation. Some key tactics include highlighting environmentally-friendly product attributes, sustainable business practices, and eco-friendly lifestyles. The document provides several examples of companies employing green marketing strategies in their advertising, such as Philips Lighting emphasizing the long life of its energy-efficient bulbs and Panasonic promoting appliances and systems to help consumers reduce their carbon footprint. However, some companies are criticized for purportedly using greenwashing tactics through ads that overstate their environmental commitments while engaging in environmentally harmful activities.
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Green marketing aims to promote products through advertising that focuses on environmental benefits and conservation. Some key tactics include highlighting environmentally-friendly product attributes, sustainable business practices, and eco-friendly lifestyles. The document provides several examples of companies employing green marketing strategies in their advertising, such as Philips Lighting emphasizing the long life of its energy-efficient bulbs and Panasonic promoting appliances and systems to help consumers reduce their carbon footprint. However, some companies are criticized for purportedly using greenwashing tactics through ads that overstate their environmental commitments while engaging in environmentally harmful activities.
Copyright:
Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPTX, PDF, TXT or read online from Scribd
Marketing and Ecological Marketing • Thus green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising • Green Advertising is the marketing of products that are presumed to be environmentally safe • Philips Light's "Marathon" • 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. 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. 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. • 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.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)[17], Flex Car (Washington State),[18] and Hour Car (Twin Cities).[19] • 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.[20] 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. Panasonic goes green with Eco Ideas The programme includes following initiatives: Eco Ideas for Life-styles – Promoting lifestyles that result in virtually zero CO2 emissions around the world. The initiative is to enable people to realize a more eco- conscious lifestyle from small ideas contributed by each one. Eco Ideas for Business-styles – Besides making eco- conscious products and delivering them to customers, the company aims to realize four “Zeros” including zero environmental impacts by reducing wastage of energy and resources during manufacturing process.
The brand demonstrated its environmental vision for the
home and the wider community by showcasing its latest eco friendly offerings Panasonic Home Energy Management Systems, Networkable Eco Navi Home Appliances and the 3D Plasma and Camcorder.
Various solutions displayed will help in realizing a green
lifestyle which is safe, comfortable and enjoyable Eco Ideas programme not only develops more energy- efficient, state-of-the-art products but also encourages customers to live eco-conscious lifestyles with an aim to reduce CO2 emissions in households and manufacturing units. Epson working towards achieving Environmental Vision 2050:
Reduction of CO2 emissions by 90%
across the entire product life cycle
Inclusion of all products in the resource
reuse and recycling loop
Elimination of global warming gas
emissions other than CO2
Restoration and preservation of
biodiversity as a member of the ecosystem, together with local communities ITINK Co. is a leading company in field of solvent & water based ink for digital printing. Vestas Wind Systems Vestas Wind Systems has more than 30,000 wind turbines generating electricity globally
its high-tech systems are 80 per cent
recyclable.
It also sources 68 per cent of its energy
requirements from renewable sources Svenska Cellulosa It makes paper products and is Europe’s largest private forest owner.
Managed to FSC standard and all wood
supplied to its mills to produce papers must meet FSC criteria. Levis Exxon Mobil ExxonMobil has launched a number of ad campaigns touting their new-found commitment to renewable energy and the environment.
Funded for decades the Heartland
Institute, the Heritage Foundation, the George C Marshall Institute and the American Enterprise Institute. Apple i- phone GREEN CHOICE DISH WASHING LIQUID Are these actually Eco Friendly American Electric Power This utility giant falsely advertised itself as environmentally friendly and concerned about wildlife and animal habitats,
Destroying those habitats with its
emissions, which contribute to air pollution, acid rain, global warming and mercury poisoning.
American Electric Power is also one of
the companies behind the American Coalition for Clean Coal Electricity General Motors unabashed attempt to hype its green creed while also selling Hummers speaks for itself.
GM’s ‘Gas-Friendly to Gas-Free’ ad
campaign sought to reframe GM as eco- friendly
The company is still the leading
producer of gas-guzzling vehicles and has fought to undermine attempts to improve CAFE fuel economy standards. Dow Chemicals Dow Chemical wants us to think they’re an environmentally responsible company with the best interests of humans and the environment at heart.
Since its inception in the 1890s, Dow
has polluted property and poisoned thousands of people.
Dow created Agent Orange, and its
subsidiary Union Carbide was responsible for the world’s worst industrial disaster in Bhopal, India. Dow Chemical has never taken responsibility for or cleaned up the poisonous gas disaster in Bhopal, which killed 8,000 people within two weeks and caused the deaths of an additional 8,000 people in the years since due to gas-related diseases.