Presentation on Green Marketing

1. Green Marketing:
Consumer Driven Success
By: Kellie Bonham

2. Outline:
1. Background & Introduction
2. The Green Marketplace
3. The Green Consumer
4. Being Heard: Greenpeace
5. Apple: The Greenest Family of Notebooks?
6. “Greenwashing”
7. Conclusion

3. What is Green Marketing?
• Green marketing, a new concept, refers to the
specific development, pricing, and promotion
of environmentally safe products, in an
environmentally sensitive manner
• It is:
Consumer Driven!

4. Green Marketplace:
• Sustainable Economy (76 billion dollars)
• Healthy Lifestyles (27 billion dollars)
• Alternative Medicine (30 billion dollars)
• Personal Growth (10 billion dollars)
• Ecological Lifestyles (81 billion dollars)

5. The Green Consumer:
• Highly Educated
• Average Income
• Least Price Sensitive
• Favor value
• Brand loyal
• Influential to other consumers
• Early Adopters
• Consistent with morals, ethics & beliefs

6. The Consumer Voice!

7. Greenpeace
• Established in 1971
• One of the largest and most successful
environmentalist groups today
• Your voice is your strongest weapon!
• Consumers CAN get what they WANT

8. Greenpeace
• Protested against:
McDonald’s, Target, Kleenex…. Etc.
• However, most recently, towards the end of
2008, Greenpeace won a major battle with a
huge technological corporation….
• Anybody know who?

9. Apple

10. Apple
• Pressure from environmentalist groups like
Greenpeace
• Threats from consumers to boycott Apple
products and opt for companies with a
greener agenda (HP and Toshiba)
• Consumer Trends/ Social Trends
• Overall “Apple” mentality
http://www.youtube.com/watch?v=AqJl6huz4y0

11. Successful Green Companies:
• Planet- Friendly
• Authentic
• Honest
• Offer Superior Performance
• Make a difference
• Hear the consumer voice
• Strong Brand Name

12. Examples:
• Bank of America
• DuPont
• S.C. Johnson
• Honda
• Starbucks
• HP
• General Electric

13. “Greenwashing”
• When the consumer is lead to believe that the
brand or product they purchase is of green
standards when it is not.
• The Accused:
Kleenex, Fiji Water, IKEA
• Destroys brand image and customer loyalty
• Loss in profits

14. Kleenex
• Kleenex and Kimberly-Clark have recently been accused of
false advertising green products, when in fact, only the box is
recycled material.
•Loyal customers feel betrayed, brand image is at risk!

15. Questions:
• Does green marketing actually exist?
• Is this just a social/consumer trend?
• Are companies going green for the right
reasons?

16. Think about it!
• Visit Greenpeace.org
• Do some research
• Buy green products!

17. Works Cited:
• http://www.apple.com/hotnews/agreenerapple/
• Greenpeace. http://www.greenpeace.org
• The Effect of Green Marketing: Consumer Trends
Drive Profit.
http://www.youtube.com/watch?v=xj1TqhJLaQI
• Going Green.
https://www.wecanlivegreen.com/greenliving/go
inggreen.html