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GREEN & ADVERTISING
                   How can companies successfully
                     build a green brand image?
                            6 case studies

                                                          Diana Cheikh-Ali
Sarah Hudson                                        Marie Charlotte Maillet
                                                        Stéphanie Maillard
Business & the Environment                                     Anne Porte
Agenda
Introduction

Concepts &Theoretical Framework
1.1 Green marketing presentation
1.2 Green Branding
1.3 The Theoretical Framework


Research Methodology
2.1 Data collection


                      Analysis: Case Studies
                  3.1 Product Innovation : Lafarge & Feelzgood
                  3.2 Make Sustainable Development : Starbucks & The Body Shop
                  3.3 Follow the trend : Le Chat & BN

                      Limits & Recommendations
                                                                                 2
                      Conclusion
INTRODUCTION / I.CONCEPTS OF GREEN MARKETING/ II.RESEARCH METHODOLOGY/ III. ANALYSIS/ IV.LIMITS AND RECOMMENDATIONS




            What would be for you brands that have
               successfully built a Green Image?




          GREEN ADS – vosten  http://www.youtube.com/watch?v=km0G-TqR2P4
                                                                                                              3
I.Concepts of Green Marketing




                                4
INTRODUCTION / I.CONCEPTS OF GREEN MARKETING/ II.RESEARCH METHODOLOGY/ III. ANALYSIS/ IV.LIMITS AND RECOMMENDATIONS


   1.1 What is Green Marketing?




                                                            Green marketing is the marketing of
                                                             products that are presumed to be
                                                                   environmentally safe.
                                                              Green marketing incorporates a
                                                             broad range of activities, including
                                                            product modification, changes to the
                                                               production process, packaging
                                                               changes, as well as modifying
                                                                        advertising.
                                                                (American Marketing Association)

                                                                                                              5
INTRODUCTION / I.CONCEPTS OF GREEN MARKETING/ II.RESEARCH METHODOLOGY/ III. ANALYSIS/ IV.LIMITS AND RECOMMENDATIONS

 1.1 The Green Marketing concept (2)


                                                 Management
                                                   Therory




                                                                                   Ethics and
               Environmental                   GREEN                                 social
                 concerns
                                              MARKETING                            marketing




                                                      New
                                                   dimension

                                                                                                              6
INTRODUCTION / I.CONCEPTS OF GREEN MARKETING/ II.RESEARCH METHODOLOGY/ III. ANALYSIS/ IV.LIMITS AND RECOMMENDATIONS


 1.1 The Green Marketing concept (3)
                                                                            Environmental
                                                                              pressure

  Product value

                       5 reasons for companies to develop green marketing:
                                         (Yu SHAN CHEN)
                                                                                              Competitive
            Corporate                                                                          advantage
              image                                 Opportunities,
                                                     new market


      The concept green brand equity with its 3 drivers:


               Green Brand                           Green
                                                                                     Green Trust
                  image                            Satisfaction
                                                                                                              7
INTRODUCTION / I.CONCEPTS OF GREEN MARKETING/ II.RESEARCH METHODOLOGY/ III. ANALYSIS/ IV.LIMITS AND RECOMMENDATIONS

 1.1 A 50 Year History of Green Marketing (5)




                                                                                                  Apple, first
               GENERAL
     1977      ELECTRIC          1986     CHERNOBYL          1989     CRUDE OIL          1990     environmen
                                                                                                   tal policy




                                         TOYOTA,
            Summit                                                    Organic
                                           first
 1992      in Rio de           1999       hybrid            2002       seal of            2006       ALGOR
            Janeiro                                                   approval
                                            car
                                                                                                                 8
INTRODUCTION / I.CONCEPTS OF GREEN MARKETING/ II.RESEARCH METHODOLOGY/ III. ANALYSIS/ IV.LIMITS AND RECOMMENDATIONS



1.2 From Marketing to Branding (1)

    Brand intangible asset = A Persuasive Tool
    Product-plus  concepts associating the brand with lifestyle
    Environment can be also integrated to lifestyle (Caldero´n et al., 1997)



   BUILDING A SUSTAINABLE BRAND
Lower & Fullerton, 1994          Ind, 1997                 Urde, 2003
  Differentiation of      “Applying the values of    “Core values influence
 products 'attributes:    social responsibility to   continuity, consistency
  -visual appearance       corporate branding”         & credibility in the
     -promotion                                       building of a brand”




  brand meaningfulness                                            perceived sustainability profile
   (Havas Media)




                                                                                                                 9
INTRODUCTION / I.CONCEPTS OF GREEN MARKETING/ II.RESEARCH METHODOLOGY/ III. ANALYSIS/ IV.LIMITS AND RECOMMENDATIONS



 1.2 Positive Brand Image (2)

       Brand’s judgments, (Keller, 2008)                                         Quality




                                                              Superiority        BRAND         Credibility




                                                                            Consideration

       Strategic Marketing  “                ”
       Companies do Associations  Impact on Consumers’ perception :
       - Direct experience
       - Information                                                   Companies appeal to:
       - Word of mouth
                                                                         Rationality
       - Assumptions
                                                                         Emotion
       - Identification                                                                                      10
INTRODUCTION / I.CONCEPTS OF GREEN MARKETING/ II.RESEARCH METHODOLOGY/ III. ANALYSIS/ IV.LIMITS AND RECOMMENDATIONS



 1.3 Theoretical Framework


                1> GREEN                 • Real production innovation
              INNOVATION                 • Concrete environmental issues and actions
           “CREATE GREEN”                • Manufacturing process / usage / new eco-product



           2> GREEN BRAND                • Consistent green brand image
             “BE GREEN”                  • True sustainable policy as a core identity



                                         • Claim to follow approach 1 and/or 2
            3> FOLLOW THE                • Only based on some part of the marketing mix
            “GREEN” TREND                • Risking green washing practices




                                                                                                             11
II. Research Methodology




                           12
INTRODUCTION / I.CONCEPTS OF GREEN MARKETING/ II.RESEARCH METHODOLOGY/ III. ANALYSIS/ IV.LIMITS AND RECOMMENDATIONS




   2.1 Data Collection

       Theoretical approach :
       –Studies from academic sources
       –Business journals and articles

       Concrete approach:
       –Examination of corporate documentation
       –Legal institutions’papers
       –Internet websites and blogs

       Case studies analysis + Theoretical & Concrete approaches

                                               To illustrate the 3 green brand building strategies

                                                                                                             13
III. Analysis




                14
INTRODUCTION / I.CONCEPTS OF GREEN MARKETING/ II.RESEARCH METHODOLOGY/ III. ANALYSIS/ IV.LIMITS AND RECOMMENDATIONS



   3.1 Product innovation: Lafarge & new alternative resources

                                                                How do they reduce emissions?
Presence of CO2                                                   Using industrial by-products such as fly ash
reduced with                       Clinker                        Reducing the amount of clinker required
locally available                                                 Using naturally occurring local products such as
alternatives to                                                 the volcanic rock pozzolan
fossil fuels                                                    Results
                                   Cement                       Reduction by a third of cement production ‘s
                                                                emissions
   Aggregates

                                  Concrete                               Innovative concretes to
                                                                         reduce footprint: DUCTAL
                                                                         or ThermediaTM 0.6B

                          Construction Models                           Research
 Gypsum                                                               Co-chairing the WBCSD’s Energy
 Plasterboard                                                         Efficiency in Buildings (EEB) project
                                                                        Actions
                                  Buildings                           Saving energy in their own buildings and
                                                                      in buildings built with their products


                                                                                                                15
INTRODUCTION / I.CONCEPTS OF GREEN MARKETING/ II.RESEARCH METHODOLOGY/ III. ANALYSIS/ IV.LIMITS AND RECOMMENDATIONS



3.1 Product innovation: Ziploc Evolve
                                                                           Process Innovation
                                                                         25% less plastic in a
                                                                         manufacturing process
                                                                         partly powered by wind
                                                                         turbines




                                                                          Product Innovation
                                                                        100% recycled
                                                                        paperboard carton
                                                                        with a minimum of
                                                                        35% postconsumer
                                                                        content




                                                                                                              16
INTRODUCTION / I.CONCEPTS OF GREEN MARKETING/ II.RESEARCH METHODOLOGY/ III. ANALYSIS/ IV.LIMITS AND RECOMMENDATIONS


  3.2 Make sustainable development: Starbucks

                           TOWARD 100%
                            REUSABLE OR                                                   TAKING ON
                             RECYCLABLE                                                CLIMATE CHANGE




2015 : 100% of the cups                                                          Finding way to minimize use of energy

2015 : recycling available in 100% of the stores                                  End of 2010 : reduce energy use
                                                                                  2012: water conservation
                                                                                  “Green” certification in 2010
                                                                                  Work with Conservation International
             BUILDING GREEN
                  STORES                            Environmental stewardship
                                              “We've always believed in caring for the
                                                          environment.”
          LEED® certification
      Ongoing efforts to green stores

                                                                                                                17
INTRODUCTION / I.CONCEPTS OF GREEN MARKETING/ II.RESEARCH METHODOLOGY/ III. ANALYSIS/ IV.LIMITS AND RECOMMENDATIONS



3.2 Make sustainable development: The Body Shop
  “We believe there is only one way to be beautiful, nature’s way.”

                         AGAINST
                         ANIMAL
                         TESTING
                                                                 SUCCEED IN BUILDING A GREEN BRAND IMAGE
                                                                     EQUITY
                                                                     Without conventional advertising
DEFEND                                              SUPPORT          Strong associations
HUMAN                                           COMMUNITY            Packaging, merchandising, staff,
RIGHTS                                            TRADE              sourcing policies, social action
                         VALUES                                      Public relations
                                                                     Word of mouth



         ACTIVATE
                                        PROTECT
          SELF-
                                       THE PLANET
         ESTEEM


                                                                                                              18
INTRODUCTION / I.CONCEPTS OF GREEN MARKETING/ II.RESEARCH METHODOLOGY/ III. ANALYSIS/ IV.LIMITS AND RECOMMENDATIONS



3.3 Follow the trend: Le Chat

                                                                                  Advertising design
      Launched in 2008 by                                                       - Green colours
      Henkel                                                                    - Surfactants of plant
      Polemic since 2009                                                          origin
                                                                                - 100% biodegradable
                                                                                - Works with cold water
“We dont change the world
with a detergent but we can
                                                                                 “Involvement for a more
      contribute to it.”
                                                                                  ecological detergent.”


    Water footprint                                                               Abusive use of eco
  - Polluting                                                                     arguments
   components: palm oil,                                                        - Lack of transparency
   allergen fragrances                                                            and
                                                                                  moderation
                                 SAYING IS NOT ALWAYS DOING                     - No official label
                                                                                                              19
INTRODUCTION / I.CONCEPTS OF GREEN MARKETING/ II.RESEARCH METHODOLOGY/ III. ANALYSIS/ IV.LIMITS AND RECOMMENDATIONS



3.3 Follow the trend:

                          THE AD
                          • Message = Eating BN contribute to reduce green²house gas emissions
                          • The teacher “BN” + “Shadok” explicative style
                          • Lesson simulation directed to kid on current issues
                            => BN = an eco-brand!



                          BRAND VISION : A NEW IMAGE FOR A NEW POSITIONING
                          • Differentiation : new packaging, whole wheat cereals and no hydrogenated
                            fat contents
                          • Create a break using humor and impertinence : “Difference is good”
                          • Advertising agency Fred & Farid reputed for their innovative work



                          INDEPENDENT ADVERTISING OBSERVATORY VISION :
                          •Vocabulary conducting to misunderstanding / confusion
                          •Clumsy green allusions + lack of information
                          •Huge shortcuts => Absurd conclusion
                          •Inappropriate use of education codes : teacher, board, explicative drawing…
                                                                                                    20
IV. Limits
         &
Recommendations



                  21
INTRODUCTION / I.CONCEPTS OF GREEN MARKETING/ II.RESEARCH METHODOLOGY/ III. ANALYSIS/ IV.LIMITS AND RECOMMENDATIONS



 4.1 When the line between greenwashing and sustainable actions is overlapped

      Have you noticed mcdonalds’ facelift?
       Concrete commitments in green orientation for 10 years
             •   Renovation of the restaurants
             •   Use of renewable sources of energy
             •   Used oil -> transformed in biodiesel
             •   Creation of the EcoProgress software
             •   Reduction of greenhouse gases




                                                                                                             22
INTRODUCTION / I.CONCEPTS OF GREEN MARKETING/ II.RESEARCH METHODOLOGY/ III. ANALYSIS/ IV.LIMITS AND RECOMMENDATIONS


  4.2 Green Washing: Risks of a declining trend

   RISE OF NEW DEMAND                           INTRODUCTION                                  GROWTH
• AWARENESS -> GLOBAL WARMING           • BIG COMPANIES START USING GREEN        • FIRST CONCRETE EXCESS IN GREEN
 AND SUSTAINABLE DEVELOPMENT             STRATEGIES                               PRACTICES
• IMPLEMENTATION -> GREEN               • ONLY EARLY ADOPTERS ARE AWARE          • SHELL CASE (2007)
 STANDARDS AND NORMS                     OF THIS PRACTICE                          "DON’T THROW ANYTHING AWAY.
• SOME CONSUMERS -> MORE                • FEW GREEN WASHING CASES AND              THERE IS NO AWAY.”
 EXIGENT ABOUT COMPANIES’                NOT DENOUNCED
 GREEN COMMITMENT




                                                      DECLINE                        MATURITY / OVERUSE
                                        • GENERAL AWARENESS OF THESE             • USE OF GREEN MARKETING ++
                                                                                   => GREENWASHING PRACTICES ++

             ?
                                         PRACTICES
                                        • CONSUMERS -> ++ TRANSPARENCY           • IMPLEMENTATION -> REGULATION
                                         AND SINCERITY                            ABOUT GREEN ALLUSION IN
                                        • NICOLAS RIOU (2009)                     ADVERTISING (ARPP – THE
                                          GREENWASHING IS BECOMING                ENVIRONMENTAL CHART)
                                         USELESS



                                                                                                             23
INTRODUCTION / I.CONCEPTS OF GREEN MARKETING/ II.RESEARCH METHODOLOGY/ III. ANALYSIS/ IV.LIMITS AND RECOMMENDATIONS



 4.3 Recommendations: Get ready for green branding!

                                Best strategy for creating a credible brand image combination of
                                                         Approach 1 & 2




                                     How to face
                                 consumer skepticism?




                                                                                                             24
Conclusion

                                          NEW FORMS OF
                                          RELATIONSHIPS
                      NEW CONTEXT
                                          • Authentic
                      • Transparence
                                          • Committed
                      • Interconnection
                      • Empowered         • Meaningful
   NEW BUSINESS         Consumer          • Trustworthy
   VALUES
   • Sustainability


WV “The Fun Theory” examples :
Bottle Bank Arcade : http://www.youtube.com/watch?v=zSiHjMU-MUo
Piano Stairs : http://www.youtube.com/watch?v=c9au74Y4OGI
                                                                  25
References
Academic Articles

•   Chen, Yu shan., (2010). “The Drivers of Green Brand Equity: Green Brand Image, Green Satisfaction, and
    Green Trust ”. Journal of business ethic.
•   Cronin, J., Smith, J.S., Gleim, M.R., Ramirez, E., (2011). Green marketing strategies: an examination of
    stakeholders and the opportunities they present. Journal of the Academy of Marketing Science Vol 39,
    Number 1.
•   Lane Keller,K., Apéria,T., Georgson,M. (2008). Strategic brand management: a European perspective,
    Pearson Education.
•   Kent, T., Stone, D., (2007). The Body Shop and the role of design in retail branding. International Journal of
    Retail & Distribution Management, Vol.35 Issue 7.
•   Peattie,K., Crane,A., (2006). Green marketing: legend, myth, farce or prophesy? Qualitative Market
    Research: An International Journal Vol.8 Issue 4.
•   Pickett-Baker, J., Ozaki, R., (2008). Pro-environmental products: marketing influence on consumer
    purchase decision, Journal of Consumer Marketing Vol. 25 Issue 5.
•   Yu,N., (2007). The green consumption movement: the roles of government, business, academia, NGO’s and
    consumers.



                                                                                                                26
References
Books
•   Riou, N., (2009), Marketing Anatomy: Les nouvelles tendances marketing passées au scanner, Eyrolles.

Web Pages/Articles

•   Bousquet, E., Lecluyse, E., (2010). ‘Le Flop 10 des pubs pseudo-écolos’, L’Express, 15 February 2010,
    [online] http://www.lexpress.fr/actualite/environnement/le-flop-10-des-pubs-pseudo-
    ecolos_849042.html (Accessed 2 February 2011)
•   Molinario, M., (2009). McDonald’s se met au vert [online],
    http://www.lejdd.fr/Ecologie/Economie/Actualite/McDonald-s-se-met-au-vert-156857/# (Accessed 4
    February 2011)
•   Observatoire Independant de la Publicité, (2009). BN diminiue les GES [online],
    http://observatoiredelapublicite.fr/2009/09/18/bn-diminiue-les-ges/ (Accessed 2 February 2011)
•   Masson, D., (2009). Le Chat sur la sellete, Stratégies Magazine n°1553, (January 2009) [online],
    http://www.strategies.fr/actualites/marques/120298W/le-chat-sur-la-sellette.html (Accessed 31 January)
•   Watin-Augouard, j., (2010). BN cap sur la différence, Prodimarques n°69 (January 2010) [online],
    http://www.prodimarques.com/documents/gratuit/69/bn-cap-sur-la-difference.php (Accessed 2 February
    2011)

                                                                                                           27
THANK YOU FOR BEING WITH US TODAY




                                    28

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How can companies successfully build a green brand image

  • 1. GREEN & ADVERTISING How can companies successfully build a green brand image? 6 case studies Diana Cheikh-Ali Sarah Hudson Marie Charlotte Maillet Stéphanie Maillard Business & the Environment Anne Porte
  • 2. Agenda Introduction Concepts &Theoretical Framework 1.1 Green marketing presentation 1.2 Green Branding 1.3 The Theoretical Framework Research Methodology 2.1 Data collection Analysis: Case Studies 3.1 Product Innovation : Lafarge & Feelzgood 3.2 Make Sustainable Development : Starbucks & The Body Shop 3.3 Follow the trend : Le Chat & BN Limits & Recommendations 2 Conclusion
  • 3. INTRODUCTION / I.CONCEPTS OF GREEN MARKETING/ II.RESEARCH METHODOLOGY/ III. ANALYSIS/ IV.LIMITS AND RECOMMENDATIONS What would be for you brands that have successfully built a Green Image? GREEN ADS – vosten  http://www.youtube.com/watch?v=km0G-TqR2P4 3
  • 4. I.Concepts of Green Marketing 4
  • 5. INTRODUCTION / I.CONCEPTS OF GREEN MARKETING/ II.RESEARCH METHODOLOGY/ III. ANALYSIS/ IV.LIMITS AND RECOMMENDATIONS 1.1 What is Green Marketing? Green marketing is the marketing of products that are presumed to be environmentally safe. Green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. (American Marketing Association) 5
  • 6. INTRODUCTION / I.CONCEPTS OF GREEN MARKETING/ II.RESEARCH METHODOLOGY/ III. ANALYSIS/ IV.LIMITS AND RECOMMENDATIONS 1.1 The Green Marketing concept (2) Management Therory Ethics and Environmental GREEN social concerns MARKETING marketing New dimension 6
  • 7. INTRODUCTION / I.CONCEPTS OF GREEN MARKETING/ II.RESEARCH METHODOLOGY/ III. ANALYSIS/ IV.LIMITS AND RECOMMENDATIONS 1.1 The Green Marketing concept (3) Environmental pressure Product value 5 reasons for companies to develop green marketing: (Yu SHAN CHEN) Competitive Corporate advantage image Opportunities, new market The concept green brand equity with its 3 drivers: Green Brand Green Green Trust image Satisfaction 7
  • 8. INTRODUCTION / I.CONCEPTS OF GREEN MARKETING/ II.RESEARCH METHODOLOGY/ III. ANALYSIS/ IV.LIMITS AND RECOMMENDATIONS 1.1 A 50 Year History of Green Marketing (5) Apple, first GENERAL 1977 ELECTRIC 1986 CHERNOBYL 1989 CRUDE OIL 1990 environmen tal policy TOYOTA, Summit Organic first 1992 in Rio de 1999 hybrid 2002 seal of 2006 ALGOR Janeiro approval car 8
  • 9. INTRODUCTION / I.CONCEPTS OF GREEN MARKETING/ II.RESEARCH METHODOLOGY/ III. ANALYSIS/ IV.LIMITS AND RECOMMENDATIONS 1.2 From Marketing to Branding (1) Brand intangible asset = A Persuasive Tool Product-plus  concepts associating the brand with lifestyle Environment can be also integrated to lifestyle (Caldero´n et al., 1997) BUILDING A SUSTAINABLE BRAND Lower & Fullerton, 1994 Ind, 1997 Urde, 2003 Differentiation of “Applying the values of “Core values influence products 'attributes: social responsibility to continuity, consistency -visual appearance corporate branding” & credibility in the -promotion building of a brand” brand meaningfulness perceived sustainability profile (Havas Media) 9
  • 10. INTRODUCTION / I.CONCEPTS OF GREEN MARKETING/ II.RESEARCH METHODOLOGY/ III. ANALYSIS/ IV.LIMITS AND RECOMMENDATIONS 1.2 Positive Brand Image (2) Brand’s judgments, (Keller, 2008) Quality Superiority BRAND Credibility Consideration Strategic Marketing  “ ” Companies do Associations  Impact on Consumers’ perception : - Direct experience - Information Companies appeal to: - Word of mouth Rationality - Assumptions Emotion - Identification 10
  • 11. INTRODUCTION / I.CONCEPTS OF GREEN MARKETING/ II.RESEARCH METHODOLOGY/ III. ANALYSIS/ IV.LIMITS AND RECOMMENDATIONS 1.3 Theoretical Framework 1> GREEN • Real production innovation INNOVATION • Concrete environmental issues and actions “CREATE GREEN” • Manufacturing process / usage / new eco-product 2> GREEN BRAND • Consistent green brand image “BE GREEN” • True sustainable policy as a core identity • Claim to follow approach 1 and/or 2 3> FOLLOW THE • Only based on some part of the marketing mix “GREEN” TREND • Risking green washing practices 11
  • 13. INTRODUCTION / I.CONCEPTS OF GREEN MARKETING/ II.RESEARCH METHODOLOGY/ III. ANALYSIS/ IV.LIMITS AND RECOMMENDATIONS 2.1 Data Collection Theoretical approach : –Studies from academic sources –Business journals and articles Concrete approach: –Examination of corporate documentation –Legal institutions’papers –Internet websites and blogs Case studies analysis + Theoretical & Concrete approaches To illustrate the 3 green brand building strategies 13
  • 15. INTRODUCTION / I.CONCEPTS OF GREEN MARKETING/ II.RESEARCH METHODOLOGY/ III. ANALYSIS/ IV.LIMITS AND RECOMMENDATIONS 3.1 Product innovation: Lafarge & new alternative resources How do they reduce emissions? Presence of CO2 Using industrial by-products such as fly ash reduced with Clinker Reducing the amount of clinker required locally available Using naturally occurring local products such as alternatives to the volcanic rock pozzolan fossil fuels Results Cement Reduction by a third of cement production ‘s emissions Aggregates Concrete Innovative concretes to reduce footprint: DUCTAL or ThermediaTM 0.6B Construction Models Research Gypsum Co-chairing the WBCSD’s Energy Plasterboard Efficiency in Buildings (EEB) project Actions Buildings Saving energy in their own buildings and in buildings built with their products 15
  • 16. INTRODUCTION / I.CONCEPTS OF GREEN MARKETING/ II.RESEARCH METHODOLOGY/ III. ANALYSIS/ IV.LIMITS AND RECOMMENDATIONS 3.1 Product innovation: Ziploc Evolve Process Innovation 25% less plastic in a manufacturing process partly powered by wind turbines Product Innovation 100% recycled paperboard carton with a minimum of 35% postconsumer content 16
  • 17. INTRODUCTION / I.CONCEPTS OF GREEN MARKETING/ II.RESEARCH METHODOLOGY/ III. ANALYSIS/ IV.LIMITS AND RECOMMENDATIONS 3.2 Make sustainable development: Starbucks TOWARD 100% REUSABLE OR TAKING ON RECYCLABLE CLIMATE CHANGE 2015 : 100% of the cups Finding way to minimize use of energy 2015 : recycling available in 100% of the stores End of 2010 : reduce energy use 2012: water conservation “Green” certification in 2010 Work with Conservation International BUILDING GREEN STORES Environmental stewardship “We've always believed in caring for the environment.”  LEED® certification  Ongoing efforts to green stores 17
  • 18. INTRODUCTION / I.CONCEPTS OF GREEN MARKETING/ II.RESEARCH METHODOLOGY/ III. ANALYSIS/ IV.LIMITS AND RECOMMENDATIONS 3.2 Make sustainable development: The Body Shop “We believe there is only one way to be beautiful, nature’s way.” AGAINST ANIMAL TESTING SUCCEED IN BUILDING A GREEN BRAND IMAGE EQUITY Without conventional advertising DEFEND SUPPORT Strong associations HUMAN COMMUNITY Packaging, merchandising, staff, RIGHTS TRADE sourcing policies, social action VALUES Public relations Word of mouth ACTIVATE PROTECT SELF- THE PLANET ESTEEM 18
  • 19. INTRODUCTION / I.CONCEPTS OF GREEN MARKETING/ II.RESEARCH METHODOLOGY/ III. ANALYSIS/ IV.LIMITS AND RECOMMENDATIONS 3.3 Follow the trend: Le Chat Advertising design Launched in 2008 by - Green colours Henkel - Surfactants of plant Polemic since 2009 origin - 100% biodegradable - Works with cold water “We dont change the world with a detergent but we can “Involvement for a more contribute to it.” ecological detergent.” Water footprint Abusive use of eco - Polluting arguments components: palm oil, - Lack of transparency allergen fragrances and moderation SAYING IS NOT ALWAYS DOING - No official label 19
  • 20. INTRODUCTION / I.CONCEPTS OF GREEN MARKETING/ II.RESEARCH METHODOLOGY/ III. ANALYSIS/ IV.LIMITS AND RECOMMENDATIONS 3.3 Follow the trend: THE AD • Message = Eating BN contribute to reduce green²house gas emissions • The teacher “BN” + “Shadok” explicative style • Lesson simulation directed to kid on current issues => BN = an eco-brand! BRAND VISION : A NEW IMAGE FOR A NEW POSITIONING • Differentiation : new packaging, whole wheat cereals and no hydrogenated fat contents • Create a break using humor and impertinence : “Difference is good” • Advertising agency Fred & Farid reputed for their innovative work INDEPENDENT ADVERTISING OBSERVATORY VISION : •Vocabulary conducting to misunderstanding / confusion •Clumsy green allusions + lack of information •Huge shortcuts => Absurd conclusion •Inappropriate use of education codes : teacher, board, explicative drawing… 20
  • 21. IV. Limits & Recommendations 21
  • 22. INTRODUCTION / I.CONCEPTS OF GREEN MARKETING/ II.RESEARCH METHODOLOGY/ III. ANALYSIS/ IV.LIMITS AND RECOMMENDATIONS 4.1 When the line between greenwashing and sustainable actions is overlapped Have you noticed mcdonalds’ facelift? Concrete commitments in green orientation for 10 years • Renovation of the restaurants • Use of renewable sources of energy • Used oil -> transformed in biodiesel • Creation of the EcoProgress software • Reduction of greenhouse gases 22
  • 23. INTRODUCTION / I.CONCEPTS OF GREEN MARKETING/ II.RESEARCH METHODOLOGY/ III. ANALYSIS/ IV.LIMITS AND RECOMMENDATIONS 4.2 Green Washing: Risks of a declining trend RISE OF NEW DEMAND INTRODUCTION GROWTH • AWARENESS -> GLOBAL WARMING • BIG COMPANIES START USING GREEN • FIRST CONCRETE EXCESS IN GREEN AND SUSTAINABLE DEVELOPMENT STRATEGIES PRACTICES • IMPLEMENTATION -> GREEN • ONLY EARLY ADOPTERS ARE AWARE • SHELL CASE (2007) STANDARDS AND NORMS OF THIS PRACTICE "DON’T THROW ANYTHING AWAY. • SOME CONSUMERS -> MORE • FEW GREEN WASHING CASES AND THERE IS NO AWAY.” EXIGENT ABOUT COMPANIES’ NOT DENOUNCED GREEN COMMITMENT DECLINE MATURITY / OVERUSE • GENERAL AWARENESS OF THESE • USE OF GREEN MARKETING ++ => GREENWASHING PRACTICES ++ ? PRACTICES • CONSUMERS -> ++ TRANSPARENCY • IMPLEMENTATION -> REGULATION AND SINCERITY ABOUT GREEN ALLUSION IN • NICOLAS RIOU (2009) ADVERTISING (ARPP – THE GREENWASHING IS BECOMING ENVIRONMENTAL CHART) USELESS 23
  • 24. INTRODUCTION / I.CONCEPTS OF GREEN MARKETING/ II.RESEARCH METHODOLOGY/ III. ANALYSIS/ IV.LIMITS AND RECOMMENDATIONS 4.3 Recommendations: Get ready for green branding! Best strategy for creating a credible brand image combination of Approach 1 & 2 How to face consumer skepticism? 24
  • 25. Conclusion NEW FORMS OF RELATIONSHIPS NEW CONTEXT • Authentic • Transparence • Committed • Interconnection • Empowered • Meaningful NEW BUSINESS Consumer • Trustworthy VALUES • Sustainability WV “The Fun Theory” examples : Bottle Bank Arcade : http://www.youtube.com/watch?v=zSiHjMU-MUo Piano Stairs : http://www.youtube.com/watch?v=c9au74Y4OGI 25
  • 26. References Academic Articles • Chen, Yu shan., (2010). “The Drivers of Green Brand Equity: Green Brand Image, Green Satisfaction, and Green Trust ”. Journal of business ethic. • Cronin, J., Smith, J.S., Gleim, M.R., Ramirez, E., (2011). Green marketing strategies: an examination of stakeholders and the opportunities they present. Journal of the Academy of Marketing Science Vol 39, Number 1. • Lane Keller,K., Apéria,T., Georgson,M. (2008). Strategic brand management: a European perspective, Pearson Education. • Kent, T., Stone, D., (2007). The Body Shop and the role of design in retail branding. International Journal of Retail & Distribution Management, Vol.35 Issue 7. • Peattie,K., Crane,A., (2006). Green marketing: legend, myth, farce or prophesy? Qualitative Market Research: An International Journal Vol.8 Issue 4. • Pickett-Baker, J., Ozaki, R., (2008). Pro-environmental products: marketing influence on consumer purchase decision, Journal of Consumer Marketing Vol. 25 Issue 5. • Yu,N., (2007). The green consumption movement: the roles of government, business, academia, NGO’s and consumers. 26
  • 27. References Books • Riou, N., (2009), Marketing Anatomy: Les nouvelles tendances marketing passées au scanner, Eyrolles. Web Pages/Articles • Bousquet, E., Lecluyse, E., (2010). ‘Le Flop 10 des pubs pseudo-écolos’, L’Express, 15 February 2010, [online] http://www.lexpress.fr/actualite/environnement/le-flop-10-des-pubs-pseudo- ecolos_849042.html (Accessed 2 February 2011) • Molinario, M., (2009). McDonald’s se met au vert [online], http://www.lejdd.fr/Ecologie/Economie/Actualite/McDonald-s-se-met-au-vert-156857/# (Accessed 4 February 2011) • Observatoire Independant de la Publicité, (2009). BN diminiue les GES [online], http://observatoiredelapublicite.fr/2009/09/18/bn-diminiue-les-ges/ (Accessed 2 February 2011) • Masson, D., (2009). Le Chat sur la sellete, Stratégies Magazine n°1553, (January 2009) [online], http://www.strategies.fr/actualites/marques/120298W/le-chat-sur-la-sellette.html (Accessed 31 January) • Watin-Augouard, j., (2010). BN cap sur la différence, Prodimarques n°69 (January 2010) [online], http://www.prodimarques.com/documents/gratuit/69/bn-cap-sur-la-difference.php (Accessed 2 February 2011) 27
  • 28. THANK YOU FOR BEING WITH US TODAY 28