Integrating Green Marketing Communications Avinash Mantri

NATIONAL RESEARCH CONFERENCE October 5, 2010

Title: Integrating Green Marketing Communications

Author: Avinash Mantri

Faculty: Advertising & Brand Management
SIES (Nerul) College of Arts, Science & Commerce

Director: Purple Grape Promotions
1404, Orchid, Kesar Gardens
Sector 20, Kharghar
Navi Mumbai 410210, India

Email: nashhman@gmail.com

Tel no: +91 22 27749487
Fax no: +91 22 27749487
Mobile: +91 9930233742

Abstract

Integrating Green Marketing Communications Paper Presentation by Avinash Mantri 1

An analysis of recent Marketing Communication has indicated Pseudo
Environmentalism as a USP to enable brands to not just position, but even “hard
sell” them into the Consumer’s mindspace. Consumer empowerment with relevance
to brand-focused and CSR-focused Green initiatives is gaining significance. Green
Communication streamed through both Conventional and New-age Media allows him
to interface with fraternities, unleashing his Green activism through the Interactive
Social aspect of the Digital Media. The study has been based on assessment of
Consumers, their assessment of Brand Communication, Brands and organizations
who have adopted holistic practice of instituting “Green Methodology” in their
Brand Architecture. Beginning from inception of brands, evoluting, incarnating and
strategically positioning them into the Consumer’s realm. The data generated,
polarizes itself with extensive qualitative based techniques of Primary research
methodologies of Field data collection, Focus group behavior analysis and Top of
Mind Awareness Tests. Secondary Research influences gave been attributed by
exploring major green initiatives of brands chronicled through various Case histories
of recent times. The immediate derivatives of Green Marketing through its most
proactive Marketing Communication- Green Advertising and its synergizing
effectiveness with other Integrated Marketing Communications tools have been
amalgamated into this study. Green Advertising practices- Campaigns, Media
selection, ethics, laws and effectiveness and impact on the Brand-Consumer Matrix
have been introspected. The Research juxtaposes the Multi-cultural, multi ethnic and
diverse Indian Consumer mind and the implications of Green Marketing Campaigns.
The study concludes with strong references to future Industry practices against the
background of alarming depletion of natural resources, suggestions of sustainable
energy resources and potential achievements of Carbon Credit Trading and Eco–
certifications. Global advertising, emergence of eco-friendly Media–both traditional
and ambient, Value- engineering green practices in brands; are areas of key
references which have been researched to formulate the findings in Conclusion.



Table of Contents

1. Introduction ----------------------------------------------------------------------------- 4
1.1 Definition
2. CSR- Green Initiatives ----------------------------------------------------------------- 4
2.1 Green Brand Communication
2.2 Green Advertising
3. Advertising Campaigns ----------------------------------------------------------------- 6
3.1 Print
3.2 OOH (Out of Home)
3.3 Broadcast
3.4 New age Digital
3.5 Green Marketing TV
4. Innovative Media------------------------------------------------------------------------ 7
4.1 Corporate Gifting and Promotional Items
4.2 Green Events and Public Relations
5. Integrating 360 degrees Marketing Communications: The Green Way------ 8
6. Leveraging Green Marketing Integration ---------------------------------------- 9
7. Conclusion------------------------------------------------------------------------------- --9

1. Introduction


Wikipedia defines Green brands as those brands that consumers associate with
environmental conservation and sustainable business practices. Such brands appeal to
consumers who are becoming more aware of the need to protect the environment. A green
brand can add a unique selling point to a product and can boost corporate image. However,
if a company is found or perceived to overstate its green practices its green brand may be
criticized as greenwash .

Organizations in the new world have rapidly learned that being green – and being seen to
be green – makes good business sense. Certification marks figure prominently among the
proliferating eco-labelling schemes, which signal a company’s climate-friendly credentials.
Al Gore’s documentary, An Inconvenient Truth, the international Live Earth concert series
and intensive media coverage of the United Nations December summit in Bali have helped
make climate change a universal and pressing concern. Among mainstream consumers
there’s now a real sense that environmental protection is urgent. They want to live a
greener life, and their spending patterns reflect their desire to see the brands they use go
green as well.

1.1 Definition

American Marketing Association defines Green marketing as the marketing of products
that are presumed to be environmentally safe. Thus green marketing incorporates a broad
range of activities, including product modification, changes to the production process,
packaging changes, as well as modifying advertising. Yet defining green marketing is not a
simple task where several meanings intersect and contradict each other; an example of this
will be the existence of varying social, environmental and retail definitions attached to this
term. Other similar terms used are Environmental Marketing and Ecological Marketing

2. CSR- Green Initiatives

Business and Industries have indigenized their CSR green initiatives by practicing the 3 Rs
defined as follows:


Reduce: to decrease waste and/or eliminate needless or inefficient use of resources. If the
need for a resource is reduced or eliminated, as in the related concepts of energy reduction
and conservation, resources are preserved and financial gains almost accompany the effort.

Reuse: to find similar or identical, new, and sometimes novel ways to use the same
resource instead of disposing of it. Eliminated new or replacement resources conserve and
preserve and almost always come with accompanying financial gains.

Recycle: to find other uses for waste materials including re-manufacturing into other
products. Recycling materials like cans, glass, paper and cardboard recovers the valuable
resources that would otherwise be waste to make new products. For example, glass bottles
and jars collected by a recycling service will be cleaned, crushed and recycled into new
bottles and jars.

2.1 Green Brand Communication
The roadmap to a winning Green Strategy hinges on it been communicated accurately and
authentically. The credence of associating symbols, logos and certifications reinforces the
corporate brand’s position in defining its position with respect to social responsibility and
environmental consciousness.

2.2 Green Advertising
According the research conducted Matthew J. Cox, School of Earth & Environment,
University of Leeds, using British Petroleum Campaigns as a benchmark for his study:
Green advertising is defined as any advert that meets one or more of the following criteria:
• Explicitly or implicitly addresses the relationship between a product/service and the
biophysical environment.
• Promotes a green lifestyle with or without highlighting a product/service.
• Presents a corporate image of environmental responsibility.
Perhaps the most revealing definition of green advertising fundamentally recognizes it in a
two tier form. This two tier approach considers green advertising as being green with a 'g'


which signifies the technical perspective approach and green with a 'G' which takes into
consideration the wider concepts of sustainability. (Dobson cited in Killbourne 1998).

3. Advertising Campaigns
3.1 Print
A creative analysis of Tata Steel’s corporate advert features its commitment to
environmental responsibility using AIDCA.
The verbal and visual content compliment the honest Green message about the Corporate
brand finely balanced layout. The Headline- Green Steel is attention grabbing, the visual
evokes interest, the desire factor is ignited by an honest body copy, and further credibility
and action is added in closing lines and slogan.

3.2 OOH (Out of Home)

Vodafone: 'Green Delhi and Clean Delhi' has long been the motto of the Delhi
government. The Municipal Corporation of Delhi (MCD), along with Eco-Activate and
Vodafone, has rolled out E-rickshaws - a much awaited, battery powered and eco-friendly
mode of transportation. E-rick, developed by Eco-Activate, offers a pollution free
alternative mode of transportation in the national capital. Coming on the heels of the
Commonwealth Games, these hybrid rickshaws have become an addition to the out of
home (OOH) industry. Telecom service provider Vodafone is making an attempt, by
associating with this project, to make a positive contribution towards conserving the
environment. The E-rick has a total advertising space of 180 sq. ft inside and outside and
as part of the CSR initiative, the company has branded the entire fleet. Vodafone is also
poised to launch a solar powered mobile phone which will prove detrimental to rural users
suffering from frequent power breakdowns. The battery sustainability is almost for seven
days for a total solar charge.

3.3 Broadcast
The Kerala Tourism branding, showcased recently promotes Eco-tourism through this
brilliant TVC which doubles up as a destination branding campaign. The TVC displays rich
heritage and culture of Kerala branded very well as God’s own country. It’s spiritually


complimenting intrinsic worth of Eco-friendly hospitality, Ayurvedic and organic cleansing
Spas- encouraging healing of the mind and body, and exotic organic gourmet, wildlife
tourism display a contemporary yet classic outlook of Brand Kerala.

3.4 New age Digital
Social media marketing
We have a lot of start-ups sprouting around us that support networking and social
interactions - from basic conversations to complete multimedia hosting and sharing
solutions. The first step in building marketing plan is to identify exactly who the targeted
customers are, and what sites/apps do they use online. The sites and applications that
people use, become tools for the marketers. These tools enable direct interactivity with
prospects. Here are a few interesting sites to look out for:

• Networking: Facebook, Myspace, LinkedIn
• Community building: Ning
• Article Marketing: EzineArticles, Hub pages, Squidoo
• Blogging: WordPress, Blogspot, Blogger
• Micro-blogging: Twitter
• Eco-friendly Lifestyle: CarbonRally, Zero Footprint, MakeMeSustainable,
Celsias, Change.org, BigCarrot, Care2, BeGreenNow
• Photo/Video sharing: Flickr, Zooomr, Photobucket, SmugMug, YouTube, Vimeo,
sevenload
• Livecasting: Ustream.tv, Justin.tv, Stickam, bizbuzztour.com
• Virtual worlds: Second Life, The Sims Online, Forterra

3.5 Green Marketing TV

Green Marketing TV is the business channel for green business owners and social
entrepreneurs, entrepreneurs who care about people, profits, and the planet. It offer news,
tips, insights, and compelling interviews that empower entrepreneurs create and grow their
triple bottom line business.


4. Innovative Media

There have been innovations in using eco-friendly display media in banners, standees,
kiosks using organic material such as bamboo flex. Also, T-shirts, caps, and bags made of
jute, bamboo, soya and banana fibre are being experimented with, in the space of ambient
media with a green meaning.
Corporate stationary and printed paraphernalia using recycled and handmade made paper
with organic inks have become the norm for creating astute business statements with green
conscience.

4.1 Corporate Gifting and Promotional Items
Green promotional gift bags, enviro-satchels, printed tote bags, non woven tote bags and
renewable promotional products in Jute, Soya, bamboo, and coconut and banana fibre are
redefining Corporate gifting ideas. Eco-tourism and Eco-adventure packages for corporate
personnel score high on HR Manager’s -Support Green Philosophy

4.2 Green Events and Public Relations
Hosting Events, Instituting awards for promoting sustainable green practices like Carbon
Credits, Community Road shows, Tree plantation drives, organizing Seminars,
Conferences and Conclaves which hearten the Carbon footprint movement evolve as the
seal of credible green marketing.

5. Integrating 360 degrees Marketing Communications: The Green Way

Green marketing claims are substantial and which can be decimated superficial, both by
Consumer perception and corporate intelligences. Connecting global concerns about
sustainability to the consumer choices engendered by green marketing strategies as well as
mitigating international agreements that drive corporate innovation in the green
marketplace is the challenge ahead.
We are witnessing multiple marketing channels already merging and overlapping.
Consumers see TV commercials on their laptops and listen to radio ads on their iPhones.


TV and radio ads direct listeners to websites for special offers, so the best marketing
Campaigns use multiple touch points including print, website, social media,
telemarketing and mobile. Each online and offline tool has its own strengths in the overall
marketing process. TV is ideal for reaching a mass audience while Social Media with its
unprecedented openness and authenticity represents powerful way for engaging influential
in a two-way conversation. Organizations can boost the impact of their green marketing.
Starting by setting up (and even linking—the subject of a future article) a Facebook Page,
Twitter and YouTube or other social media account and connect them to their website and
have more online points of contact with their consumers.

Exploring Facebook for dialogue, Twitter for Tweets and YouTube to showcase new
brands and offline commercials. Online presence can be boosted by ensuring the Corporate
Brand’s Website, Facebook and Twitter addresses on all marketing materials, stationery,
business cards and every form of communication. Further, offering an incentive to
encourage people to enrich the Firm’s database with email address or encourage
participation in an online social group. Sales Promotional offers like a coupon or discount,
or a free newsletter can be suggested .Devising a contest and promote a live Green event;
finally, coordinate the distribution of all Company news and content to every channel
through Press Conferences and Releases.

6. Leveraging Green Marketing Integration

Intermittent connect between marketing channels and emphasis on repurposing the Brand’s
Visibility for its green initiatives attribute better offline and online competence. To create a
virtuous cycle, establish the foundations for leveraging all marketing initiatives and
achieving long-term growth in sales. As new technologies emerge, it can be value-
engineered into this cycle, and ensure sustained dominance at the cutting edge of Green
Marketing.

7. Conclusion

Globally, the quest for sustainable energy resources and potential achievements of Carbon
Credit Trading and Eco–certifications like LEED, Green Seals, Blue Angel and Green



Cross will impact Green Marketing. Global advertising will move beyond branding Go-
Green as me-too USP and venture into effecting Brand Prints- enhancing- Carbon Foot
Prints. The tangibility and practicability of eco-friendly Media–both traditional and
Ambient will score judiciously on the Brand – Consumer Matrix. The Multi-cultural, multi
ethnic and diverse Indian Consumer mind will surprisingly be attuned towards implications
of Green Marketing Campaigns. The inculcation of rich heritage which has taught him to
worship and respect Nature, exhibited through Indian Custom, culinary habits and religious
beliefs will have a receptive allowance to Green Marketing Communications

References
• A. Gore’s documentary, An Inconvenient Truth – 2006
• GREEN MARKETING, PUBLIC POLICY AND MANAGERIAL STRATEGIES-
A.Prakash University of Washington – Seattle, USA. May 2002
• Green Advertising M. J. Cox, School of Earth & Environment, University of Leeds
2008
• P. Trivedi, afaqs, New Delhi, September 30, 2010 Section: OOH News Afaqs.com
• Blog, The Lowdown on Green Marketing July 2010


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