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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
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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)
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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
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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
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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
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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)
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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
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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
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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
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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
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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
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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
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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
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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…
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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
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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
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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?
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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
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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.
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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)
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