Green Marketing – Product Adoption Process

Product adoption process is quite a common term used during product launch. For uninitiated, product adoption processes is the term used for the various strategies used during the initial adapting period of the new product.

In case of “Green Products”, product adoption processes plays a vital role. Almost every time when a ‘Green Product” is developed, folks need more time to adapt to that than their contemporaries. If you question, then imagine yourself driving a Toyota Prius for the first time. Now you might have got it, if at all you haven’t earlier.

Hence it is very important for a Green Marketer to create awareness and interest using product adoption process for each and every Green Product.

It can be done in 2 steps.

Step 1 or Awareness or Trial Inducing Period – Quite a simple one, offering free samples or test drives etc are some of the possibilities of the trial inducing period. It is indeed an Experiential Marketing.

Step 2 or Interest or Identify Prospects – After the successful launch of Step 1, it is important to identify the prospects who are interested in using the product. It can be done using variety of ways like adding a direct response form to the free sample or even magazine advertisement with direct response information. All these will allow the marketer to find the target market and push/pull the product to the right place.

And saving the best for the last, after having done all these, do make sure to retain the loyal customers!!!!!!

 

Monthly Monday Book Review for August’2014 – Marketing

It’s first Monday of August. Time for Book Review!

Enjoy the Book Review with steaming hot coffee.

Book Name – Marketing

Author –  William Pride and O.C.Ferrell

Official description of the Book

Pride and Ferrell’s MARKETING, combines a thorough overview of essential marketing principles with a visually engaging, reader-friendly presentation. This popular, proven text and a full range of supplemental learning resources (including podcasts, videos, and an interactive marketing plan) provide students with the knowledge and decision making skills they’ll need to succeed in today’s competitive business environment. MARKETING 2010 includes coverage of current marketing strategies and concepts, as well as extensive real-world examples, including material on globalization, customer relationship management, supply chain management, and the latest e-commerce models. The new edition also incorporates important topics drawn from the rapidly changing world of modern business, including social and environmental responsibility, entrepreneurship, and pop culture marketing.

What’s in the Book?

It is divided into 8 parts – Marketing Strategy & Customer Relationship, Environmental Forces, Social & Ethical Responsibilities, Using Information Technology and Target Market Analysis, Customer Behaviour, Product Decision, Distribution Decision, Promotion Decision and Pricing Decision. Each part is further divided into 2 to 3 chapters.

What I liked the most?

  1. I love the fact that a complete part is allotted for Environmental Forces, Social & Ethical Responsibilities. It is true that Green Marketing is highly discussed. But in reality, large space is rarely devoted for this subject.
  2. The next thing I liked the most is that under Green Marketing, they talk about Green Buildings etc. Basically they handle the green marketing subject with respect to the green buildings also. Often times people handle this only from a retail prospective in a Marketing Book.
  3. It is quite impressive because even though the book talks about “Marketing” as such. They have dealt the subject in all angles including responsible marketing, something that is once again rare.
  4. The inclusion of case studies of companies that adapted to “green consumerism” is brilliant
  5. Last but not the least, even though the book talks about every kind of marketing, green marketing and related topics is something that you can find in almost every chapter of this book.

Did you know?

During the year 2010, 5 billion pounds of Polyethylene terephthalate [ PET ] were used in plastic containers and of that only about 1 billion pounds were recycled.

What was the surprise?

Fairmont Resort Hotels serves to three shades of green consumers. One such initiative is offering earth friendly conference meals.

Verse to remember

“I am not a Plastic Bag or Maybe I am Plastic Bag” – Part 7

Crowning glory

Every girl loves to own all fashion brands in the world. But there is this special dress that she loves to wear on very special occasion. You may have affordability and accessibility to world’s top most fashion designers. But a very simple handmade dress with mom’s love is the ultimate joy

On that note, every story is great and there is no differing opinion on that.

But, the greatest, the most beautiful and the most impressive of all is “Promotions Decision”

This Chapter features Creative Director Anita Ahuja as Bag Lady and talks about her tote named ” I am a Plastic Bag”

So, have you read this book? If yes, were our views different?

Tips to market the green product successfully

1) Position the green products based on their inherent mainstream benefits

 A very important pointer, you may have created the product innovatively, but larger part of the world is interested in benefits that the product will serve the customer. Highlighting the benefits is so crucial in this current attention economy.

In the fashion accessory post, the product was stylish green innovation. But, any prospective customer will tend to catch the benefit – “fashion accessory or stylish necklace” first and may later grasp the fact that they are made of Handmade recycled plastic [HRP] .

2) Educate the practical value of the green product

 Somehow larger part of the world assumes “green” products do not serve any purpose other than portraying the product owner as environmental idealist etc. To get them out of the loop, first they need to be educated that even green products have practical value

 Say even in our yesterday’s post, the product was once again a real green innovation. But to make the product successful, customer needs to be educated that a green innovation like this also has a practical value (i.e.) storage

Is there a space for “Cause Marketing” in the happy marriage of “Social & Green Marketing”?

Marketers just don’t promote products. Some time they promote places like tourist destination or people like celebrities. More often times, Marketers also promote Concept, Philosophy or Belief.

The 3 different types of marketing efforts that are used to promote concept, philosophy and belief are namely Social Marketing, Green Marketing and Cause Marketing.

1)Social Marketing promotes products or behaviors that benefits individual and communities for greater social good. The primary motto is to satisfy consumer needs while also benefiting society.

Example – Got Milk? , Famous American Advertising Campaign encouraging consumption of Cow’s Milk

2)Green Marketing promotes products or concepts that are safe for the environment. The primary motto is to promote environmental friendly products or features or benefits.

Example – Toyota Prius “Harmony”, Green Marketing Campaign showed how the Prius, the first mass market hybrid vehicle delivers extra power, space, safety, advanced technology and superior gas mileage

3)Cause Marketing promotes co-operative efforts of commercial enterprise and social enterprise for a good cause. The primary motto is tying corporate identity to a good cause

Example – American Heart Association’s Heart Check Icon on Breakfast Cereals Cheerios

There are many examples of successful marriage of Social Marketing and Green Marketing.

Say even the example of Toyota Prius “Harmony” is a melange of both. The marketing of product Toyota Prius is a example of Green Marketing While the campaign “Harmony” promotes a behavior change to embrace hybrid vehicles which will ultimately benefit individual and communities with a greater social good of pollution free environment.

Closer to home, Conserve India is another example that embraces both Social Marketing & Green Marketing. For Social Marketing domain, we promote “Betterment or equality of rag-pickers” by providing them with employment in the factory settings for the production of high end bags  While on Green Marketing domain we promote environmental friendly recycled goods.

Is there a space for “Cause Marketing” in the happy marriage of “Social & Green Marketing”?

The hard and bitter reality is “No, there is no space at least not without disappointments or broken promises”

You may argue and show the successful example of Cause Marketing – “Toyota Meals Per Hour”. A Cause Marketing that tied the corporate identity of Toyota to a good cause – Food Bank of New York. An applaudable program in which Toyota teamed up with the Food Bank of New York to deliver hundreds and thousands of meals to hungry people affected by the hurricane Sandy. Basically, one for each YouTube view of the video “1 View = 1 Meal” to the Food Bank of New York.

Let’s face it! Food Bank of New York is enormous, so is Toyota.

Will it be same in case of Non-Profit or Social Enterprise of small/ medium stature or an agreement of these folks with small/medium stature corporate?

Unfortunately, No, it will end up only with disappointments or broken promises.

Well, this is not intended to generalize. But, just to show, pie is largest this side.

On a closing note, Let me assure you – Our doors are open to corporate collaboration for Cause Marketing, so are our arms to embrace them.  Pinky Swear!

Make sure, you change our opinion. Immediately, we will assign a new task for our blog editor.

An “Extreme” Intervention that provides “Shade” to 300 people…………

A seed “‘a localized initiative to manage the waste that weren’t managed by the concerned authorities” has blossomed into a huge Tree of life providing shade to 300 people.

This Tree of life gave 2 fruits – intelligent waste management and empowerment of the most vulnerable community rag-picker

People on the other side of the world screamed at this Tree of life saying “Tree is greener that side”

So, what was the strategy that created so many greenery or happiness around?

The famous Ginsberg and Bloom’s Green Marketing Strategy encompasses 4 components namely -Lean Green, Defensive Green, Shaded Green and Extreme Green.

Lean Green and Defensive Green are not real “green” ones.

Being an Eco-Entrepreneurship, why should we touch base that?

Let dive start into Shaded Green and Extreme Green.

“Shaded Green invests in long – term systematic environmental friendly process that requires a substantial financial and non-financial commitment. These companies see green as an opportunity to develop innovative needs satisfying products and technologies that result in competitive advantage – Ginsberg and Bloom’s Green Marketing Strategy”

If we just turn back and look at the history right from the moment the seed was sown till it has blossomed into Tree of life, Conserve lived by this definition.

By using green as an opportunity, we created these innovative needs satisfying products and technologies

  • Recycled Fashion Accessories that can be sold around the world and the profit reinvested to cater the needs of the most vulnerable community rag-picker
  • Handmade Recycled Plastic is an innovative technology and even patent was granted for that in the year 2009

Our Handmade Recycled Plastic is also a systematic and environmental friendly process.  We have invested substantial financial commitment and also equal non-financial commitment in form of labor, patent etc

All these indeed gave us a competitive advantage.

No doubt, Shaded Green Marketing Strategy worked for us.

“Extreme Green – Holistic philosophies and values shape extreme Green companies. Environmental issues are fully integrated into the business and product life-cycle process of these firms. Usually greenness has been a major driving force behind the company since day one. Extreme Greens often serve niche markets and sell their products or services through boutique stores or specialty channels. – Ginsberg and Bloom’s Green Marketing Strategy”

Time travel to the past will reveal our extreme greenness

  • Greenness or the localized initiative of managing the local waste was the major driving force of Conserve since day one.
  • Our Holistic Philosophy of people (rag-pickers) and planet (waste-management) are interconnected.
  • This value shaped this empire of Conserve India & Conserve HRP
  • Environmental issues like recycling, up-cycling are fully integrated into our business as well as into our products – recycled fashion accessories
  • We sell our products – recycled fashion accessories through upscale boutiques around the globe.

Again, A No Brainer, Extreme Green Marketing Strategy worked for us.

The Bottom line is Green Marketing is not a tough call. Applying right strategies will create wonders.

In our very own case, combination of “Shaded Green” and “Extreme Green” helped us create a successful Social Enterprise or a Tree of Life that provides shade to 300 people at the moment and to many more in the future.

Definition of Shaded Green and Defensive Green sourced from – http://sloanreview.mit.edu/article/choosing-the-right-greenmarketing-strategy/