How to do a green marketing

Green Marketing (Green Marketing) is essentially a green marketing process through which all factors are integrated. Specifically, under the guidance of the concept of health and environmental protection, the company, in order to meet the needs of green consumption, proceed from the perspectives of health and safety, ecological preservation, and full use of resources, in the formulation of business strategies, segmentation and selection of target markets, and production and sales of products. China implements green measures to provide consumers with non-polluting or less polluting products and services, and guides and meets consumer demand for environmental protection and physical and mental health, and ultimately achieves corporate marketing goals.

Green marketing is closely related to the "sustainable development strategy" currently being implemented in many countries in the world. "Green Marketing" has brought great opportunities for the development of many companies. It can be said that green marketing is the most viable and most marketable marketing method since the emergence of marketing. In the long run, the company adopts a "green marketing" strategy with relatively low investment, achieving greater economic benefits while achieving social benefits. Just as General Electric's Jeff Imel said "Green is profitable", the company's investment in environmental protection has become a new type of investment with "the lowest cost, the least risk, and the highest return".

“Green Marketing” has brought new growth opportunities to many companies. It can be said that it has strong market appeal. However, how do we translate this “attraction” into “motivation”? This needs to be found in the strategic level of the company. Power source. Comply with the times to prevent companies from losing their competitiveness

Since the 1970s, the deterioration of the global environment, the efforts of the international community and governments, and the impact of green movements and public media have made environmental issues a global hot issue. Advocating green environmental protection has become the theme of human society, which is also a sustainable development of humankind. voice. How to meet the needs of today’s mankind while not jeopardizing the ability of future generations to meet their needs has increasingly become the responsibility of those companies with a sense of social responsibility. “Green Marketing” has increasingly become the mainstream marketing strategy for companies.

There are not a few companies that implement "green marketing" strategies in today's world top 500 companies. If GE follows the trend of the times, it captures the opportunity of “green marketing”. In 2005, GE launched the famous "Green Ideas" marketing strategy after Immelt took charge of its idea of ​​managing and utilizing scarce resources on Earth.

Wal-Mart, the much-anticipated retailer, claims to “save the earth in green”. In 2005, Wal-Mart announced its environmental protection expectations: In the next 3 years, Wal-Mart will increase the operating efficiency of all operating vehicles worldwide by 25%, and increase it by 50% within 10 years, thereby reducing vehicle energy waste; at the same time, take measures to reduce Wal-Mart’s global chain of electricity uses electricity and plans to save 30% on the original basis in the next 10 years. In addition, Wal-Mart has become the world’s largest organic milk supplier and organic cotton purchaser, and is also actively working with suppliers. How to reduce the packaging of goods. Wal-Mart may not just protect its ecological environment by verbally. Until now, it has invested more than 50 million U.S. dollars in sustainable development projects.

Caterpillar, a world-renowned engineering machinery and engine manufacturer, has always been committed to providing customers with appropriate solutions to develop cleaner and greener products to reduce emissions, increase energy and fuel utilization, and reduce the impact on the environment. To achieve sustainable development goals. In 2005, sustainable development became Carter's “strategic improvement field” and the entire organization deepened its understanding of sustainable development.

There are also many well-known foreign companies that value “green marketing” and raise “green marketing” to the strategic height of sustainable corporate development. This is a strategic move to adapt to the times and prevent companies from losing their competitiveness. This measure has made them very high. The social prestige and considerable economic benefits. However, domestic companies still have many shortcomings in this area. Most companies' "green marketing" only stays in the company's propaganda slogans, but does not fall into the actual operations of the company's operations; or just stay at some points, such as just With environmentally friendly packaging materials, or planting pesticide-free tomatoes, etc., there is no systematic study of the “green needs” of consumers. The company’s “green marketing” does not have system planning.

Market segments, green product breakout

The public's green demand creates a huge market momentum. The rise of green marketing can be said to be a business-to-consumer response to increasing environmental awareness, or a business strategy for companies to establish new competitive advantages and to satisfy consumers' demands for green value. Therefore, companies must conduct systematic research on consumers, conduct market segmentation, confirm what the target consumer's specific green demand is, and how large the demand is. After determining the green demand of consumers, we must also consider the green demand of consumers. The ability to pay and the willingness of consumers to pay for green demand; Finally, we must comprehensively consider whether companies have the ability to meet the green needs of consumers. We must continue to nurture the green consumer market and promote green and healthy consumption. In the end, the formation of green products breaks through in the fierce market competition and establishes the competitive advantage of the enterprise.

From the process of discovering consumers' green needs to satisfying consumers' needs, enterprises are enjoying more environmentally friendly and healthy product enjoyment, while enterprises acquire ecological, social, and corporate benefits in the course of this activity, and finally realize the enterprise. , society, consumers' win-win situation.

For example, GE has embarked on a green route through "green ideas." For a long time, GE was almost always top of the list of environmentalists who hated the list of companies most. GE has not only achieved considerable economic benefits through the launch of the "Ecomagination" series of products, but also won the high recognition of environmentalists, environmentalist Irene Clausen is a company called Pew Center

On the CEO of Global Climate Change, she commented on the following: “GE has the most ambitious climate strategy in the United States and holds an important position in the camp that supports the greenhouse gas clause.”

For example, a large-scale domestic diesel engine company A (hereinafter referred to as company A) faces the fierce competition environment in the engine industry and the general trend of environmental protection. In the engine industry to promote "green power" strategy, A company's technological progress and product innovation, as early as in 2005 began to start the engine "Euro III" emission projects, so that a full range of engine products can meet the standard in Europe III, some products meet the standard " The technical achievements of Euro IV, in 2007, we first launched the "Euro V" emission engine in the industry. The wide application of scientific research and innovation achievements has continuously improved the quality of A company's products, and also provided powerful force for the company's market expansion. With support, Company A became synonymous with the “green power” of the engine industry and achieved a large market share.

Public relations spread, plus points for corporate brand

Once a company has selected a market segment and found a green product that breaks through competition, it needs to further spread the green value to the public, shape the corporate image of social responsibility, and add points for the company's brand.

Multinational corporations attach great importance to the dissemination of corporate public relations. For example, GE, from the WeChat "China trip" preaching in 2004 to the recent activities that fully sponsored the Beijing Olympics, we can see that GE's public relations in China has been more successful. Caterpillar, for example, has branches in 25 countries around the world. In the process of expanding the international market, Carter attaches great importance to developing relationships with the governments of various countries and the public image, and establishing a brand image with social responsibility is the development of Carter's overseas market. Important strategy.

Domestic companies have also become increasingly concerned about the spread of public relations in recent years. For example, Company A mentioned above donated hundreds of engines to public relations activities in the disaster-stricken area during the snowstorm last year; and equipped the “China IV” engine to equip Beijing Olympic Games with buses. The propaganda; the propaganda of the latest developments in the latest emission technologies of the engine and the application of the latest developments; these public relations activities have expressed the brand core value of the “green power” brand sustainable development and innovation vitality of company A.

Resource integration, cost reduction, double-edged sword

The use of natural resources to pay for, the use of alternative resources may increase costs, the green marketing to increase management costs, to meet the new green environmental protection legislation costs, sewage charges, the prevention of ecological disasters or the elimination of pollution insurance costs, all this All of them will increase the cost of enterprises, and the ability of consumers to pay for green bills and their willingness to pay will be limited. This is one of the important reasons why many small businesses cannot participate in green marketing. The implementation of the "green marketing" strategy requires a balanced consideration of profit, cost, and responsibility. Therefore, in promoting the "green marketing" strategy, it is necessary to effectively integrate the company's resources, reduce costs, and achieve both profitability and improvement. The double effect of corporate public image.

The success of GE's "ecomagination" strategy is based on the success of GE's diversified business and technology advantages. GE has put its superior technological advantages into products in various business areas, and has created high added value after marketization of technologies.

Caterpillar is also using technology to promote "sustainable development strategies" globally. For example, Carter is working with governments around the world to promote alternative fuels for distributed generation such as landfill gas, coalbed methane, and biogas. Carter is now using about 5% of SOLAR gas turbines to generate electricity from these gases. Technology maximizes the use of resources and achieves "green" costs and increased costs.

The mature engine emission technology of Company A not only enabled the company to obtain a strong competitive advantage, but also reduced the manufacturing cost of the product compared with competitors. In addition, Company A is preparing to enter the recycling business. After recovering the damaged parts, it will be reprocessed with a series of remanufacturing technologies such as laser spraying. The remanufactured complete machine and parts have completely reached the same quality as the new manufactured products. The standard is even better and more durable than the old one. In the future, it will also prepare to recycle the waste engine back to the factory and create a new engine.

Green within the company to improve the internal competitiveness of the company

The cost of green products is high. How to save R&D and production costs and increase the product's cost-effectiveness are related to whether green products can survive in the market. From this perspective, how to achieve the green within the company and improve the internal competitiveness of the company is particularly critical.

The internal green of an enterprise is mainly reflected in two aspects. On the one hand, it is necessary to promote the concept of green within the company, so that all members form a consensus of green marketing. For example, GE's Immelt advocates in the company: The world needs more efficient fuels, safer green energy, cleaner water, and companies that can meet these industrial changes will surely grow faster. And only giant companies such as General Electric have such a degree of globalization and technological depth to meet our customers' needs to meet environmental challenges. For example, the core concept of “green development, harmony and mutual benefit” advocated by all employees of company A is a green value that is very socially responsible.

Another aspect of the company's internal green is mainly reflected in green manufacturing and remanufacturing. Such as A company through the engine of the optimal design, improved technology, the introduction of advanced equipment, install environmental protection facilities and other methods, in the production of full control, so that electricity consumption, fuel consumption substantially reduced.

After transforming the attractiveness of “green marketing” into a driving force from the corporate strategic level, how can we eventually convert power into the strength of the enterprise? This requires the determination of specific practices at the strategic execution level of the company. Ensure that the green plan can be combined with the company's long-term strategic plan

The company's "green marketing" plan is generally based on the company's long-term strategic planning. For example, GE's "Green Ideas" strategy is based on GE's corporate environmental solution strategy. The core of GE's environmental solution strategy is twofold: first, green, innovation; second, it can significantly improve the performance of the customer's environment and improve the customer's performance or customer value.

When GE's “Green Marketing” plan was put forward in 2005, it formulated clear goals that reflect its long-term strategic intent: (1) Double green investment in R&D – GE's annual investment in environmental technology will go from 7 in 2005. Billion US dollars increased to 1.5 billion US dollars in 2010.

(2) Increase revenue from "ecomagination" products - GE will increase revenue from products and services that can provide customers with significant and measurable environmental performance advantages to at least $20 billion by 2010, and will be more ambitious after that Goal.

(3) Reducing greenhouse gas emissions and increasing energy efficiency of the business - GE promises to reduce its greenhouse gas emissions by 1% by 2012, reduce its greenhouse gas emission intensity by 30% by 2008, and increase its energy use by the end of 2012. The rate increased by 30% (all compared to 2004). According to GE's projected growth, if it does not make such a commitment, by 2012, there will be a substantial increase in greenhouse gas emissions.

(4) Keeping the public informed at any time - This report is just one of GE's ways to report to the public on the progress it has made towards achieving these goals.

Targeting the core audience in the process of dissemination, aiming to save resources

Because green marketing is more demanding than the value of the environment, consumers willing to pay higher prices should be groups that are concerned about the environment or related issues, including individuals, as well as companies, international organizations, and government agencies. Therefore, it is necessary to spread the dissemination of the characteristics of the target population. In addition, because the cost of green marketing itself is relatively high, there is a need for cost-saving awareness. In order not to waste, green communication requires accurate communication channels, and it needs to be more focused in the dissemination, aiming at core audience groups, and aiming at achieving accurate guidance effects. . On the premise of saving resources, a strong social effect is formed.

For example, GE's advertisements about “ecomagination” mainly serve outdoor image advertisements at airports in Beijing, Shanghai, and Guangzhou, because these occasions are the places where high-level people are more concerned about environmental protection issues.

For example, company A, because it is in the engine industry, the group that pays more attention to green emissions is the urban user. Therefore, in the dissemination strategy, more choices are made at the entrance of the city to the highway or the outdoor advertising in the city to promote the “green power” slogan. .

Product gradually transformed and gradually

Due to the limited resources of enterprises and the high cost of products for achieving green creativity, it is obviously unrealistic for enterprises to attempt to transform products into green products in one step.

GE's "Ecomagination" also failed to realize that all products are "green", but also a gradual process. GE's "green" products are gradually undergoing gradual transformation, which is gradually evident to other companies.

Green promotion, brand spread new ideas

Enterprises to develop green marketing, not only have a strong sense of brand, but also in the brand communication must have new ideas.

First of all, brands need to embody the "green" core values.

For example, GE's current brand slogan “Dream Starts the Future” accurately reflects GE's imagination and creativity on high-tech products and services. Implicitly, GE has imagined it as a practical action, working for customers, the public, and the community to help solve some of the world's toughest problems, such as environmental issues.

Second, we need to have unique "green" ideas in advertising design.

GE's "ecomagination" ads are very creative. For example, in advertising, the Earth is placed in a cup filled with clean water. A very lively grass grows above the earth. The core language of the advertisement is: “GE Green Imagination = Imagination + Environmental Technology." GE has a lot of similar advertising ideas, has a very fresh style, can naturally let people pay attention to the environment, played a very shocking effect of human soul.

According to the actual purchasing power of consumers, the price will be set and the flow will be steady.

The cost of green products is relatively high. When pricing green products, the main factors to be considered are: the target consumer's demand for green products, the quality of target consumers, the communication between enterprises and consumers, and the company's consumer focus. The most important thing in the green image and so on is that we must fully consider the “green” payment ability and willingness to pay for consumers. According to relevant investigations, consumers generally do not want to spend more money for environmental protection, but under the premise of the same quality, consumers will tend to choose green products more.

For example, in the case of an A company's "Euro III" or higher engine, this factor is fully taken into account when setting the price, because it is not the engine with lower emissions, and consumers will be more willing to pay for high prices.

Therefore, green products should not be too high when setting prices. They should consider the purchasing power and willingness to purchase of consumers, as well as the factors of competition, the combination of sales volume and sales profits, and formulate a price that consumers can accept. It will surely bring more competitiveness to the company.

Of course, as people's income levels rise and environmental protection awareness increases, people's awareness of green products willing to spend more money will increase. From this point of view, through the positioning of green products, the quality of green products, the promotion of green products, and the shaping of corporate green image, it is of utmost importance for companies to establish unique green image values ​​in the eyes of consumers.