It is described the designing process on building sell of positive ecological attributes into products. The marketing mix strategy involves interrelated marketing mix decisions that collectively influence resources use and waste outcomes as consumption needs are met.
According to American Marketing Association in 2008 cited in Polonsky M.J., 2008 4., a model of
a green marketing-mix should, of course, contain all 4P’s with 4Cs:
Product: Ecological products which not only must not contaminate the environment, but should protect it and even liquidate existing environmental damages (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 that satisfy customer needs and take into account social and environmental aspects.
Price: Prices for such products may be a little higher than conventional alternatives. But target groups willing to pay extra for green products (Customer Cost: Cost does not only include the financial price a buyer has to pay for a product, it also considers the psychological, social and environmental costs of obtaining, using and disposing of a product)
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 easier to be marketed “green” than products imported (Convenience: Means those customers want to use products that meet their needs and that are easy and convenient to access and use)
Promotion: A communication with the market should put stress on environmental aspects, for example, that the company possesses ISO 14000 certified. This may be publicized to improve a firm’s 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 (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)
Green marketing
“Polonskey (1996) defined, ecological marketing consists of all activities designed to generate and facilitate any exchange intended to satisfy human needs and wants with minimal detrimental impact on the natural environment”
Designing for the environment
“Designing process on building positive ecological attributes into products and other marketing mix variables that collectively influences, resources use and waste outcomes as consumption needs are met”
Green product
“Green product should not endanger the environment at any stage of its life, including manufacturing, use or disposal. Cause unnecessary waste, either as a result of excessive packaging or a short useful life.” (Kotler, Roberto and Lee, 2002)
Green prices
Price of a social marketing product is the cost that target market associate with adopting new behavior. This may be monetary or non monetary in nature.
Green Distribution
“Development of strategies that make it as convenient and pleasant as possible for the target audience to perform the behavior, acquire any tangible object and receive any services with environmentally friendly”.
Green marketing promotion
“Communication of the products to the target market with real information focusing the
marketing cost and their impact to the natural environment”.
The LSM organizations
Selected based on the definition given by the Department of Senses and Statistics
“Establishments with more than 25 employees engaged”.
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