$6. In addition, paperless promotion can be used in promoting Green Express, such as coupon from an app or discount for dine in customer as they did not use any extra boxes or utensils. By using the marketing mix strategy Green Express can get into the drifters segmentation where customers is price sensitivity dictates their action and have a good intention, drifters follow trends when it is easy and affordable. Furthermore, if Green Express can keep its price competitive within the market after turn into the environmental friendly business, the sustainable purchase perception matrix will then move from a “Why Not Purchases”, which is low degree in both confidence and compromise to a Win-Win Purchases, which is low degree of compromise and high degree of confidence.
Solution of environmental issue:
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Hence, a couple of solution will be applied on the environmental practices. In order to reduce the use of biodegradable and compostable food service product, Green Express customers are more than welcome to use their own cup or container in store. Also to encourage customers use their own cup or container, Green Express will offer a $1 discount to those customers who bring their own. The other way around, customers who requires an extra container additional $1 will be charged for each box. The reason of charging an extra dollar is because every single cup or box will randomly come with a few easy growing vegetable or herd seeds and small pack of soil. The charge is part of the cost of those seed and soil. Green Express encourages customers to recycle the used cup or container to plant a mini plant at home or office or use them as compost for a new
A market where people can buy healthy, sustainable, organic local foods and goods, all without the marketing ploys and harmful environmental effects of wasteful packaging. It has been reported that 23% of all landfill waste is excess packaging, and certain modifications in types of packaging, like tin-foil liners in burger cartons or wrappers, makes then unable to be recycled and also inhibits their decomposition (EPA). By sourcing from local farmers and growers, and eliminating excess waste, the cost-effectiveness is passed on to the community
Whole Food Market was an early entrant in the “Extreme Value” format grocery industry segment offering premium organic all natural brands of food for health, and environment conscious customers. The market niche they serve is the upscale clientele, whose disposable income has increased in recent years, and is expected to continue growing. These customers are interested in creating value thru their purchasing decisions with companies who have in place Environmental policies even that the benefit of this is indirect to the customer it is significant to change consumer
By material, the three largest areas of recycling in Canada are organics, newsprint, and cardboard (Statistics Canada, 2008, para. 13). Organics include food wastes, and are the items that go into green bins. It was only recently in Ontario that green bin collection began on a regular basis, and according to a recent study, the program may have grown faster than initially expected. In 2007, t...
The marketing mix, which is basic to any organization, can be considered the ‘controllable’ variables that every business encounters. These controllable variables can be modified based on the uncontrollable variables (external factors found in Environmental Scan) that directly affect business operations. A company focuses on four elements in the marketing mix: Product, Price, Place, and Promotion, which are managed and coordinated through marketing programs in efforts to appeal to their target market. Marketers strive to understand what motivates consumers to purchase certain products. The marketing mix helps to break down some of these questions: What will consumers buy? How much will they spend? Where will they buy? And will they buy again?
One of the largest and biggest market for Unilever dominated by their brand PG Tips comprised a market worth of £850 million. Unilver’s research outcome suggested that the average profile of a consumer in this market is well aware of the issues surrounding sustainability and has moderate knowledge of what it means to be sustainable while doing your business, but are unwilling to pay a bigger price for sustainable products. Since the main aim for their sustainable products was to deliver a product that is sustainable but will not have a change in price on the shelves helped the marketing strategy developers in Unilever to focus on telling the story of the Rainforest Alliance certified products and what it means to be a part of it as a consumer.
This paper will discuss the five environmental factors that influence global and domestic marketing decisions that organizations must make. These five environmental factors are technology, demographics, government, culture and economics. Companies are affected differently by these factors depending on the industry they are in and the size of the organization. I will be using the Washington Plaza Hotel to illustrate how these environmental factors affect the hotel industry's marketing decisions. The Washington Plaza Hotel is a hospitality business located in Washington, DC. They offer services such as lodging, restaurant, bar, catering and meeting space rental. The Washington Plaza Hotel's major customer base is government, tourist, non-profit organizations, local businesses and some corporate clientele. Let's now take a look at how these environmental factors affect the marketing of the hotel.
Smith, K. T., & Brower, T. R. (2012). Longitudinal study of green marketing strategies that influence Millennials. Journal of Strategic Marketing, 20(6), 535-551. doi:10.1080/0965254X.2012.711345
Trends of moving toward supporting local food producers have increased over the years. People are looking for quality over quantity. “With the explosion of interest in local food, consumers now have more choices of products, labels, and ways to shop, so, many people are left wondering where to start” (Table, 2009). Buying locally supports sustainable food system, beyond just methods of food production and helps to increase food from farm to plate. Supporting locally drastically helps with the reduction of emissions and the negative effect that food traveling has on our environment.
Belz, F., & Peattie, K 2012, Sustainability marketing: a global perspective (2nd ed.). Hoboken, N.J.: Wiley.
With the world’s population continuing to increase, the demand for food is higher than ever. This increase in food demand also calls for more efficient ways of growing and providing the food. Two methods that are very controversial are the organic and conventional method. While many people support the organic method because of its known benefits, others feel that it is an over inflated industry that cheats consumers out of their money. But recently many studies have disproved those critics. These studies prove that Organic food is a better choice than conventional because it is better for the environment, avoids the use of chemicals, and is generally more beneficial.
The concept of sustainable development is now widespread. With global economy exerting an intense pressure on the environment and revealing scarcity of resources, all players on the international markets need to take sustainability into account. The awareness of environmental needs has also been spreading among consumers, creating an increased demand for goods and services that are created sustainably.
...ach out to your customers. These methods are better for the environment, since they are useful and will be used by your potential customers. Another idea that could be used is printing calendars on recycled paper; this could help make an eco-friendly statement. Placing ads online is a good way to reach potential customers without wasting sustainable resources.
Organisations, governments or company’s promotes green claims based on paying attention to their environmental footprint, by making their product or service environmentally friendly. It can have an increase on the consumers theatrically changing their way of thinking by making environmental decisions. Companies will aim to spend more money and time on sufficiently being green and making eco-friendly choices to lure the consumers to buy their environmentally friendly products and services. However, some promotion of green claims can actually operate in a way that is damaging the environment. Misleading advertisement and unsubstantiated claims about the environmental benefits of a product is very deceiving to consumers. This is called green washing, creating a benefit by appearing to be a green company.
Everyone has heard a cashier one time or another mumble, “Paper or plastic?” as he put their groceries in a bag, but do shoppers know the effects of each vessel in which they carry their comestibles? There are many issues and benefits to both paper and plastic. The making and recycling of both paper and plastic bags can harm the environment. One must also look at the costs of making each bag. The convenience of each is also something to look at. Many people jump to conclusion that paper bags are better for the environment without knowing the facts. Since plastic bags are preferred by customers and plastic bags actually do not hurt the environment as much as paper ones do, consumers should feel at ease when choosing plastic.
middle of paper ... ... Secondly, Ecover should support its licencees’/dealers promotions. Thirdly, Promotional strategies like value added pack should be offered to the customers thus making the consumption more.