It

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Its Not That Easy Being a Green Marketer
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http//bonniesheartmusic.250m.com/ItsNotEasy/Being
Green.htm
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It's not that easy being greenHaving to spend
each day the color of the leaves.When I think it
could be nicer being red, or yellow or gold...or
something much more colorful like that. It's not
easy being green.It seems you blend in with so
many other ord'nary things.And people tend to
pass you over 'cause you'renot standing out like
flashy sparkles in the water or stars in the
sky. But green's the color of Spring.And green
can be cool and friendly-like.And green can be
big like an ocean, or important like a
mountain,or tall like a tree. When green is all
there is to beIt could make you wonder why, but
why wonder why?Wonder, I am green and it'll do
fine, it's beautiful!And I think it's what I
want to be.Credit to Kermit the frog!
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Choosing the Right Green-Marketing Strategy

• Jill M. Ginsberg, PopCap Games, Inc.
• Paul N. Bloom, Kenan-Flagler, UNC

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Basic Argument

• Defining green marketing as
• Efforts in developing, branding, labeling, and
  promoting a companys offerings that stress
  environmental-friendliness as a differentiating
  attribute
• Green marketing has often disappointed
• It has not consistently created the win-win
  situation that advocates have anticipated
• It has actually made some companies look
  opportunistic and manipulative
• But not a one size fits all strategy
• Different styles of green marketing can be work
  well in different marketplace situations
• Careful research and analysis must guide strategy

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Why has Green Marketing Disappointed?

• Consumer preferences have been misjudged, as
  people will not sacrifice quality and performance
  for environmental friendliness
• Consumers willing to pay a little more for
  greenness, assuming all else is equal, but not a
  lot more
• It is very hard to differentiate a brand on
  greenness
• Consumers are very skeptical of green claims
• But there ARE segments that care

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Roper ASW Environmental Segments
Green Gauge Report 2002 Americans Perspective on
Environmental Issues YesBut
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Implications of Consumer Caring

• For some products and some markets,
  differentiating on environmental friendliness
  will be limited in potential payoffs
• For other products and other markets,
  differentiating on environmental friendliness
  could produce substantial returns

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Key Attributes to Investigate

• Substantiality of the green consumer segments for
  a brand
• Differentiability of the brand versus competing
  brands
• Can the company mobilize the will and resources
  to be really different on greenness?
• Can consumers be persuaded that the brand is
  truly different on greenness?

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Green Marketing Strategy Matrix
Low Differentiability on Greenness High Differentiability on Greenness
Low Substantiality of Green Market Segments LEAN GREEN SHADED GREEN
High Substantiality of Green Market Segments DEFENSIVE GREEN EXTREME GREEN
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Lean Green Good corporate citizens that are less
focused on publicizing their green initiatives
and more interested in what those initiative can
do for helping to achieve cost competitive
advantages. Also concerned about living up to
green expectations.
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Defensive Green Using green marketing as a
precautionary measure, a response to a crisis, or
a response to a competitors actions.
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Shaded Green Capable of differentiating on
greenness, but the market May be more focused on
other attributes.
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Extreme Green Letting greenness permeate
everywhere because its what the brand is about
and what the market wants.
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Primary Marketing-Mix Tools in Green Strategy
Product Price Place Promotion
Lean X
Defensive X X
Shaded X X X
Extreme X X X X
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Implementation Considerations

• Study own-customer records to determine whether
  green segments being served
• What does the company stand to lose if consumer
  segments go elsewhere?
• Study how segments see the brand and competitor
  brands on greenness
• Cultivate the corporate culture
• Educate consumers
• Be credible (employ 3rd party certification)
• Dont forget attributes other than greenness!

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Conclusions

• Its not easy, but certain styles of green
  marketing can produce good returns
• Do your homework
• Proceed with caution
• Monitor your performance
• Remember
• Were not arguing that companies should limit the
  greenness of their business practices they
  should be as green and sustainable as possible.
• It just may not be wise for everyone to try to be
  extreme green.
• Strategies like lean green are very viable.