Sustainable Marketing

Contemporary Trends and Campaigns

Group 11, Section A

Sanjeev Kumar (246/47)
Kshitij Agarwal (148/47)
Mukul Naskar (168/47)
Narendra Singh (170/47)
Samson Noel Xaxa (242/47)
SUSTAINABLE MARKETING: DEFINITION
 Sustainable Marketing is an extension of traditional marketing
 Goes beyond customer delight and firm‟s bottom line goals
 Considers the ecosystems compatibility within its operating
framework
 Increases the decision making boundaries to encompass the
entire product‟s life cycle – both before and after the product
is made and consumed.
SUSTAINABLE MARKETING: THE BEGINNING
Planet+
People Twenty first Century

People+Profit
Late Nineties

Nineteenth century
Profit
SUSTAINABLE MARKETING
An Integrated approach to Link the Stakeholders

Green Marketing Producer

Consumer
State
SUSTAINABLE MARKETING: CONTEMPORARY TRENDS
IN INDIA
 Sustainability itself has turned into a big business today
 Apart from marketing for efficiency, cost competitiveness and
product quality, the USP of a number of products is
increasingly becoming „sustainability‟.
 Changing Consumer mindset of Indian Consumers towards
sustainability issues
 Almost 76% people are now concerned about environmental
problems (according to Greendex Survey June ‟10)
SUSTAINABLE MARKETING: CONTEMPORARY TRENDS
IN INDIA
 67% people consciously seek out green products and are
ready to shell out more money for an energy efficient product
 Organizations have to choose between sustainability and
associated costs and deferred ROI
 Apart from consumer demand Firms seek additional benefits
to pursue sustainable marketing
SUSTAINABLE MARKETING: CONTEMPORARY TRENDS
IN INDIA
 According to AC-Nielsen Survey Oil and Petroleum is the
greenest sector in India
 ONGC is the Greenest company followed by Reliance
Industries
 India World leader in Green IT Potential
 Efforts by Tata Group of Companies:
Tata Steel to reduce CO2 emmision from 1.8 to 1.7 tonne by
2012
Tata Motors setting up Eco Friendly Showrooms
Taj Chain in the process of creating Eco rooms
SUSTAINABLE MARKETING: CONTEMPORARY TRENDS
 Consumers in the developing world are becoming more conscious
 Personal experience with the negative effects of consumption that
disregards the environment
 Percent of consumers who say they plan to spend more on green
products and services in the coming year

65% 64% 56%

Chinese Consumers Indian Consumers Brazilian Consumers

 MARKETING: SUSTAINABILITY ANGLE
Decrease Environmental Impact Increase Consumer Satisfaction
 Promote Eco friendliness of products
at subconscious level
Make the product choice an „obvious‟
one
Eg: Recycled Paper
PaperKraft- the eco friendly paper by
ITC
 Combines the sustainable forestry
initiatives and the innovative
technology to leverage the uniqueness
of the product
 As cost is one of the Key drivers
for buying, keep the cost
comparable
Eg: Videocon Washing Machine
Promoted as the first washing
machine in India to receive a BEE
Star rating helping to save 30-
33% of electricity
Energy saving implies cost
savings and is an appealing
incentive for the consumer
SUSTAINABLE MARKETING: INTERNATIONAL
CONTEMPORARY TRENDS
Authenticity in communication
Use authentic data as well to back the claims
Lot of companies use green-washing as a means to enhance
their image and have paid the price for that
Federal Trade Commission, the US agency for consumer
protection recently revised its „Green Guides‟, to give
recommendations to businesses on the usage often misleading
terms like ‘green’ and ‘eco-friendly’
SUSTAINABLE MARKETING: INTERNATIONAL
CONTEMPORARY TRENDS
Luxury Need
Sustainability is no more a luxury of the big players only
 Companies are using it as a way to grow and not as an
obligation
Eg:
LG Cookie Solar powered phone
Organic Product range from FabIndia

New Strategy : “Market your Sustainability”

SUSTAINABLE MARKETING: INTERNATIONAL CAMPAIGNS
AMD Campaign
New Positioning : Eco-friendly
brand
Part of a new ad campaign for
the Super efficient Operton
Processor chips made by Intel
rival AMD
Aimed mainly towards business
types on Wall Street
SUSTAINABLE MARKETING: INTERNATIONAL CAMPAIGNS
AMD Campaign
“Scorching high speed. Without the
scorching” Ad Message
A major heat wave and much talk
about the effects of global warming
coincided with the campaign
 Quantify energy savings resulting
from using the chip with activities like
grabbing a cup of latte on the go
SUSTAINABLE MARKETING: INTERNATIONAL CAMPAIGNS
AMD Campaign: Evaluation
Message Content: Simple and understandable
Message Timing: Coincided with the major Heat wave in New York
Meaningful Comparisons:
 Electricity flows and kilowatt hours are relatively abstract concepts
Rough estimate of the amount of coffees produced in a year in US
 Competitive advantage: Intel was losing some market share,
especially in the server world, because its chips were running too hot
SUSTAINABLE MARKETING: INTERNATIONAL CAMPAIGNS
AMD Campaign: Evaluation
Message Utility : To keep the Internet and other networks we use
daily up and running, server farms need to be kept cool.
Cost Benefit: Many datacenters spend as much on electricity as on
computer hardware.
Using servers with the coolest possible chips help keep air-
conditioning use and electric bills for data centers in check
Save money and the planet