1. Can marketing really be green?Conseil ArnaudHberl CamilleHelson YohannBusiness and the Environment 07 mars 2013 Frdric Benhaim

2. Can you name agreen brand ? 1 3. Green brand examples 2 4. Summary1/ Green marketing2/ Green washing 4 5. 1/ Green marketing 5 6. Green marketing: definition The holistic management for identifying, anticipatingand satisfying the requirements of customers and societyin a profitable and sustainable way (Peattie, 1995)Requirements: Production Process compatible withthe Environment Compatible with companys goals Satisfy the customers needNeed to find abalance betweenthese requirements 6 7. Green marketing: HistoryLate 1980s: Green marketing beginning1987: sustainable development concept (United nations) 1992 & 1993: green marketing reference books by Ken Peattie then Jacquelyn Ottman The holistic nature of green also suggests that besidessuppliers and retailers new stakeholders be enlisted Environmental issues should be balanced withprimary customer needs 7 8. Green marketing: why? Growing concern worlwide about the environment protection. Consumers are becoming more conscious that their consumption impact the environment Manufacturers have recognizedenvironmental concerns as asource of competitive advantage.8 9. Green marketing: Eco labelsEco-labels identify environmentally-friendly productsand services.Eco-label criteria guarantee that a given product or serviceis fit for use, and will have a reduced environmental impactthroughout its life cycle.France: Worldwide:EU: 9 10. Green marketing: examplesFollowing the 4PsMarketing tool10 11. Green marketing: examples Innovation and eco-concept A small hybrid concept car Toyota FT-CH.11 12. Green marketing: examples12 13. Green marketing: examples Tesco believes that retailers can play apositive role in tackling climate change Lead the way by dramatically reducingits own carbon footprint. 13 14. Green marketing: examples Tom : Project Holiday (2008) Tom promoted its project holidaycampaign to sell 30000 pairs ofshoes They would give the same numberto kids in EthopiaUnprecedented awareness fortheir cause without paid media. 14 15. 2/ Greenwashing15 16. What is green washing?Disinformation disseminated by an organization so as topresent an environmentally responsible public image.Green washing, a term derivedfrom the term whitewashing 16 17. Why green washing? People are becoming more and more aware of the dangers People are looking for environmentally friendly products Corporations turn greenwashing to makethemselves look moreenvironmentally friendly17 18. Green washing: whats wrong? It is misleading. Change their image Green washing could result in consumer andregulator complacency 18 19. Green washing: firms examples General MotorsFalsely promoted its cars asenvironmentally friendly.Ads with GM SUVs in naturalhabitats as if they were asnatural as the surroundingtrees. 19 20. ConclusionEducate your customers and give them anopportunity to participate.Be authenticDont use green washingMarketing can reallybe green!20 21. THANK YOU FORYOUR ATTENTION!ANY QUESTIONS ?