Marketing Challenges of Green Technologies Inc

BP delivers energy products and services that people around the world need. Our Upstream segment is responsible for oil and natural gas exploration, field development and production. Their downstream segment is focused on the refining and marketing of fuels, lubricants and petrochemicals. In the late 1990s, BP embarked on a new environmental strategy (Green Strategy), the motivation behind the environmental strategy was due to the three disasters that the company had endured that prompted them to come up with enhanced health and safety standards for the entire BP grouping.

Fantastik is currently the market leader with 37.9% and has an extremely loyal consumer base following the SC Johnson brand but they are currently losing market share due to a lack of positioning by the company. One main advantage Fantastik holds is there is a current trend for consumers being more green conscious which makes the product more attractive. This is why communicating Fantastik’s position “Clean Green” message must be done effectively.

The team gathered a wealth of information about the products strengths and weaknesses, but lacked important consumer­brand relationship information. Supplementing the Consumer Insight Team research with the Usage and Attitude Study provided a well rounded customer understanding.

First, Mark Earls, author of Designing for the Herd holds a unique perspective on the most effective approach for marketing products and services. Earls believes that despite the common belief in a society of individuality, we need to market less toward the individual and more towards the herd. In other words, “…we are a ‘We’ species laboring under the illusion of ‘I’…” (Earls, 2003, p. 312). The individual is a social creature and relies on schemas learned from others while making decisions. Thus, stressing the importance of social influence on individual attitudes and behaviors. While Earls does not specifically address the marketing of green products, this model of mass behavior is intriguing and readily could unfurl into promoting the realm of green design.

Leafy Green Office Supplies (LGOS) is an organization that addresses the needs of local consumers and offices with an environmentally friendly bent. The company will serve a wide range of customers: individual consumers (walk ins), office accounts, and government agencies in the area. The company will sell eco-friendly products that use recycled materials, recharged toners and cartridges, and non-toxic alternatives. LGOS will also sell recycled papers ranging from copier paper to all sizes of envelopes. LGOS has identified three basic market segments: corporations in the area that have a 10 percent growth rate and 9500 potential customers; 2) governmental agencies with an 11 percent growth rate and 4600 potential customers, and, 3) Assorted clientele with a 7 percent growth rate and 65000 potential customers.

Now, more than ever, consumers are displaying a heightened interest in environmental issues, lending itself to the prominence of green advertising strategies. In turn, companies are recognizing the value of communicating their efforts to “Do no harm” to the environment. As such, these companies are adopting various marketing strategies to inform consumers that their products are environmentally friendly (for instance, “pesticide-free” labels), and concerned for the well-being of people (“fair trade” labels are an example) (Fisher et al, 2012).

Strategic marketing views sustainability through a market focused approach and considers it as a strategic resource that leads to competitive advantage for the organization and to superior performance (Hult 2011). Market-focused sustainability integrates the customer (and other important stakeholders) into marketing strategy making and implementation. This has the opportunity to create a marketing strategy that is valuable, rare, inimitable, and difficult to substitute (Barney 1991). These sustainability-driven organizations create unique idiosyncrasies that positively affect their standing in the marketplace, offer an opportunity for market segmentation, and deliver value to customers

After analyzing the alternative solutions, the best solution for the Green Giant Company would be to gradually move the plant operations to Mexico. By gradually moving the plant to Mexico would allow the company time to make plans for the Salinas’ residents. Green Giant can create workshops to help employees to find new jobs, cross-train employees for relocation opportunities, and to build the necessary infrastructure in Irapuato. The Green Giant Company should offer severance packages to their employees; this may help them financially until they could find other jobs. Also, Green Giant could offer relocation opportunities to employees who are willing to move down to Mexico. The support and effort of the company to show their employees, their appreciation for their hard work could help Salinas’s residents deal with the lay-offs easier.

There have been many adverse changes to the global environment, and the life around it is being threatened by Global warming. Green Technology can help prevent global disaster and improve the ways we produce organic material to recycle cleaner material for a better world. Without the use of green cleaner technology, there have been changes to the world such as global warming, and its harder to prevent that if the cost of green technology is high making it harder for people and business to obtain green technology. There are also people that worried that Green technology is not as efficient and are uncertain about performance.

This print advertisement emphasizes the product itself. J&Y Co. hopes to grab the attentions of the target audience with the benefit headline and subhead of the advertisement. This print advertisement will be publish onto the daily press to inform the consumers on the new Boltz ENERGY

target market, and highly priced products. This IMC campaign intends to raise awareness about sustainably produced goods and establish a sense of brand loyalty.

In today’s day and age, everyone is concerned about the environment. Our society is increasingly encouraged to “go green,” to do our part in making the world a cleaner, more eco-friendly place. Green marketing is one major strategy being used to promote such efforts, but is it effective? There is some debate about this concept, including the history of green marketing, the problems with green marketing so far, the effectiveness of marketing schemes like Sunchips and Toyota, and the strategies that could be used to increase the ability of green marketing. While protecting our planet is a noble concept, its execution seems to be a little vague. Of all the aspects concerning green marketing, one thing is clear: our planet still has a long

With the high initial costs, it is easy to see why the United States is hesitant to develop and implement green technology. There are also several other worries including unforeseeable collapses; Eventually “all good bubbles burst.” Though there is still a lot to accomplish with green technology it is still considered a fast-growing and aggressive market. One of the biggest issues that green companies face is “finding enough customers to support the costly infrastructure that they must build first.” This type of issue is considered strange because arguably, support for renewable energy has never been better. An example of this would be SunEdison, a renewable energy company that was considered unstoppable when their market capitalization reached nearly $10 billion. The company quickly “went supernova” and shares dropped from $32 dollars to $0.32 cents. Eventually, SunEdison filed for bankruptcy. There were several other companies such as Abengoa that simply turned focus away from renewable energy and started focusing on personal care and food products. There are other companies that are succeeding though. First Solar, unlike SunEdison, adopted a slower-growth strategy instead of trying to grow and spread too quickly. First Solar is considered to be a “rarity,” making $546 million on $3.6 billion in revenue becoming a profitable business (Julie Creswell, New York Times).

You are required to review the case study given by your trainer/assessor on ‘Green Power Marketing Plan’ and devise and document your responses on the following points:

Ecolabels have emerged as one of the main tools of green marketing. Although a great deal of effort has been invested in making them more effective and efficient, the market share of ecolabelled products is still low, partly because they have been addressed mainly to ‘green’ consumers. In a theoretical exposition of marketing theory, we find that green marketing could learn from conventional marketing in discovering other means than labelling to promote green products. Examples include addressing a wider range of consumers, working with the positioning strategies of price, place and promotion and actively engaging in market creation.