Natural and Technological

Environment in Marketing

Deepanshu Khanna- 2023241

Pratyaksh Mathur- 2023239
 Meaning of Natural Environment
Natural Environment: The natural
environment involves the physical
“
environment and the natural resources
that are needed as inputs by marketers or
that are affected by marketing activities.
At the most basic level, unexpected
happenings in the physical environment
—anything from weather to natural
disasters—can affect companies and
their marketing strategies. For example,
during a recent cold winter—in which the
term “polar vortex” gusted into the
American vocabulary—sales suffered
across a wide range of businesses, from
florists and auto dealers to restaurants,
airlines, and tourist destinations.
Environmental
Meaning Factors Trends
Sustainability
In contrast, the severe weather
boosted demand for products such
as salt, snow blowers, winter
clothing, and auto repair centers.36
Similarly, the damage caused by the
recent earthquake and tsunami in
Japan had a devastating effect on the
ability of Japanese companies such
as Sony and Toyota to meet
worldwide demand for their products.
Although companies can’t prevent
such natural occurrences, they
should prepare contingency plans for
dealing with them.
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 Natural Factors affecting Marketing
Activities
Natural Resources: It serves as raw
material for manufacturing various
products. Every organization
consumes natural resources for the
production of its products.
Organizations are realizing the
problem of depletion of resources
and trying best to use these
resources judiciously. Thus, some
organizations have indulged in de-
marketing their products.
Weather: It leads to opportunities
or threats for the organizations.
For example, in summer, demand
for water coolers, air
conditioners, cotton clothes, and
water increases while in winter,
the demand for woolen clothes
and room heaters rises. The
marketing environment is greatly
influenced by the weather
conditions of a country.
Pollution: It includes air, water, and noise
pollution, which lead to environmental
degradation. Now-a-days, organizations
tend to promote environment friendly
products through its marketing activities. For
example, the organizations promote the
usage of jute and paper bags instead of
plastic bags.

Sustainable Environmental
Implementation
Meaning Factors Trends Case
Financials
Study
Alternative Sustainability
Timeline 33
 Natural Environment Trends
Shortage of Raw Material Increased Pollution
If your company makes Disposal of chemical and
products that require scarce nuclear wastes, mercury levels
resources such as non- in the oceans, chemical
renewable resources (oil, pollutants in the soil and food
coal, various minerals), supplies, littering - industry
you could face large cost damages the quality of the
increases making a natural environment. This is a
marketing strategy hard hill to climb to promote
difficult. products to consumers thus your
marketing strategy is very
difficult.
Environmental
Meaning Factors Trends
Sustainability
Government Intervention
Different countries have different
levels of involvement with respect
to natural resource management.
Some vigorously pursue
environmental quality while others
do little about pollution. There is
hope, however, that companies
will become more socially
responsible and that pollution will
be reduced.
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 Environmental Sustainability
• Concern for the natural environment has spawned the
so-called green movement. Today, enlightened
companies go beyond what government regulations
dictate.
• They are developing strategies and practices that
support environmental sustainability—an effort to
create a world economy that the planet can support
indefinitely.
• Environmental sustainability means meeting present
needs without compromising the ability of future
generations to meet their needs.
• Many companies are responding to consumer demands
with more environmentally responsible products. Others
are developing recyclable or biodegradable packaging,
recycled materials and components, better pollution
controls, and more energy-efficient operations.

Environmental
Meaning Factors Trends Case Study
Sustainability 55
 Timberland Case Study
Timberland is on a mission to develop processes Its products that rate each item’s ecological
and products that cause less harm to the footprint in terms of climate impact,
environment and to enlist consumers in the cause chemicals used, and resources consumed.
Timberland is constantly looking for and inventing To pull it all together, Timberland launched
innovative materials that allow it to reduce its an Earthkeeper’s campaign, an online social
impact on the planet while at the same time media effort to inspire people to take actions
making better gear. Its Earthkeepers line of boots to lighten their environmental footprints.
is made from recycled and organic materials, and
the brand has launched footwear collections
featuring outsoles made from recycled car tires.
Plastic from recycled soda bottles goes into its
breathable linings and durable shoe laces. To
inspire consumers to make more sustainable
decisions, Timberland puts Green Index tags on
Environmental
Meaning Factors Trends Case Study
Sustainability 66