Home > Publications >Green Mix

The Green Marketing Mix

Copyright 1989-2007  by Nigel Bradley

Cite as: Bradley N (1989)The Green Marketing Mix. Industrial Marketing Research Association News. December pp8-9

Available at    http://www.wmin.ac.uk/marketingresearch/Marketing/greenmix.htm

On 19 Oct 1999, ten years after this article first appeared in IMRA News, I asked Michael Jay Polonsky in Australia whether I was the first to use the term Green Marketing Mix. Mr. Polonsky, is an "authority" on green marketing (see the reading list below as an example).  He wrote "I do not know of an earlier reference." On that basis I declare that, in 1989,  I introduced the term "Green Marketing Mix". Any information to the contrary would be welcomed. The article below has been slightly updated from the original and I have provided links to encourage readers to widen knowledge of the area.

In 1948 Culliton said that a marketing decision should be a result of something similar to a recipe. Borden later coined the term 'Marketing-Mix'. McCarthy (1960) proposed a four P classification to the mix. This checklist offers a useful tool to analyse the status of any marketing situation. Generations of Marketing Students have been taught to use the marketing mix in creating market plans.

In recent years we have been surrounded by green concepts. The green party, the green government, green belts, the greenhouse effect, even Greenham Common! Corporations are reviewing their marketing efforts. Schering Agriculture launched their 'Green Science' campaign (which was awarded the Chartered Institute of Marketing Award); Rhone Poulenc is to continue its long term study comparing organic and conventional farming.

FMCG Companies are having a field day selling their additive-free, ozone friendly Brand ABC's with no additives. Oxygen bleached nappies replace chlorine bleaching, and phosphate free cleaning products explode. The industrial marketer is experiencing a more silent revolution. To help in this, IMRA News introduces, exclusively, the 'Green Marketing Mix'.

Everyone has their own favourite marketing mix. Some people have three p's, some have four and here is another made up of eight divisions. Using this particular marketing mix, an audit can be created to check whether products are light or dark green. With some modification, the checklist can be applied to all types of product whether targeted to businesses or consumers.

Try the Green-Market-Mix checklist with your own company. Firstly from your customer's point of view and then from your knowledge of your outfit. Market research studies can provide valuable information in this audit.

A. PRICE

A.1. Is a portion of the price perceived to be going to a worthy cause? These may be charities, further research, etc.

A.2. Is the price perceived to subsidise other products unnecessarily?

A.3. Does the price cover the real cost of production, or do customers feel exploited?

A.4. Are suppliers perceived to receive a fair share of profits?

A.5. Is the seller receiving a fair margin, or is he jeopardising his future in business?

A.6. Is the low price an indication that the product is suspect?

A.7. What are the hidden prices? (Maintenance, spares, service, advice etc.)

A.8. If price decreases will it lead to more consumption? Is this fair for society?

B. PRODUCT

B.1. Is it environmentally friendly/safe?

B.2. Is it operator/user-friendly/safe?

B.3. Did the environment suffer to produce it?

B.4. Did animals or humans suffer to produce it?

B.5. Will its use harm the consumer directly or indirectly?

B.6. Is the name green? E.g. Chemical X versus OXONE-PAL?

B.7. Will its waste be damaging?

B.8. Can it be re-used/recycled after use?

B.9. Is it 'greener' than competitors?

B.10. Is consumption unnecessarily high? Would a price rise help?

B.11. Are certain customers over-using the produce?

B.12. Are certain customers under-using the produce?

B.13. Have colorants, preservatives, additives etc. been used unnecessarily?

C. PACKAGE

C.1. Is the packaging perceived to be environmentally safe?

C.2. Is it biodegradable?

C.3. Can it be reused or recycled after use?

C.4. Is it safe to customer/handling operatives?

C.5. Will its disposal be safe? (Plastic bags suffocate animals)

C.6. Is it necessary?

C.7. Is it easy to use?

C.8. Does it store well?

C.9. Is it 'green' at point of sale?

C.10. Is it functional?

C.11. Does it travel?

C.12. Do pack sizes lead to waste/over-use? (Or are they perceived to do this?)

C.13. Does the pack give impression of a responsible seller?

C.14. Does the pack imply that 'artificials' have been used in the production (preservatives, colorants, unnecessary additions)?

C.15. Does the pack message mislead or confuse?

C.16. Can the pack be used again for difference purposes? (China tea chests for removals, fertiliser bags in construction works etc.?)

C.17. Does the pack give useful advice on other uses for the packaging itself? (addresses of local bottle banks)

D. PROMOTION

D.1. Are claims for the product/service honest?

D.2. Does promotion contain information on the supplier's positive contribution to society?

D.3. Does promotion position the product as 'green'?

D.4. Would the customer feel that promotions are wasteful? High impact can be achieved but perceived to be expensive. (posting snakes, expensive parties)

D.5. List all promotional tools and decide whether they're green. (Don't use match boxes, cigarette lighters, ash trays, expensive disposable pens. Do consider T-shirts, key rings, pencils)

D.6. Make good use of public relations, especially in relation to green issues and your product.

D.7. Make good use of exhibitions. They are less wasteful than sales-trips and customised servicing.

D.8. Do not overprint sales leaflets. Excessive numbers of leaflets are wasteful.

D.9. Use Direct Marketing/mail in a responsible and sensible way. Customers criticise the quantity of direct mail received.

D.10. Regularly revise mailing lists. Receipt of mail by non-target audiences is wasteful.

E DISTRIBUTION

E.1. Ensure your distributors are 'green' and will associate responsibility with your product.

E.2. Establish what contribution your distributors make to society and help them where possible. Are you telling everyone about these achievements?

E.3. Do distributors offer child care, training, education, share of company profits etc.?

E.4. Create 'green' SWOT reports on distributor networks.

E.5. Plan distribution to minimise amounts of product movement.

E.6. Avoid wasteful market places where customers use too much. Public relations negativity will eat into any profits you make.

E.7. Direct selling can avoid wasted resources.

E.8. Analyse all processes and decide where paper can be cut out. Avoiding unnecessary paperwork also saves time and money.

E.9. Evaluate new distribution channels which don't pollute. Bicycle couriers instead of motor bikes, delivery, not self service. Train instead of taxi.

E.10. Forgetting cost, re-think the distribution strategy to establish the most green method. Re-insert cost, then go to suppliers and negotiate. Don't necessarily switch all deliveries, but a few. This will help green business to establish and become competitively priced.

F. ADVERTISING   

F.1. Keep claims honest, truthful, decent and not misleading.

F.2. Welcome opportunities to focus on green aspects (charities, ozone friendliness)

F.3. Don't use comparative advertising. Pulling down competitors will throw doubt over your product area in general.

F.4. In media selection choose 'green' media. (Radio and TV create no waste, some magazines are printed on recycled paper)

F.5. Decide which media are green for your situation. Press, TV, radio, posters, timetables, supermarket trolley, aerial advertising, parking meters, milk bottles, packaging, sacks, waste bins, delivery trucks, sport dress, video, matches, taxi, sandwich boards.

F.6. Choose a target audience which is green, consciously refuse to promote your offering to targets who are wasteful.

F.7. Use green techniques sincerely, don't 'trick' the customer.

G. SALES FORCE

G.1. Is your sales team environmentally conscious?

G.2. Is the team aware of green issues?

G.3. Do you look after your staff? (Child care, training, education, a stake in company). Remember that your customers want to buy from a caring company.

G.4. Are sales aids appropriate? Wasteful catalogues given unnecessarily damage images.

G.5. Does the sales force knock the competition?

G.6. Is the car fleet lead-free?

G.7. Is verbal and written advice likely to cause over-use or mis-use of products?

G.8. Are terms of employment likely to be anti-green? (Commission on quantity sold can lead to wasted resources)

G.9. If the business operates on a 'tender' basis, is sufficient attention being paid to explaining non-monetary considerations?

G.10. Are communications green? electronic not paper, simple not complicated.

H. AFTER SALES SERVICE

H.1. Do you operate an honest 'return' policy? Are customers aware of this?

H.2. Do you educate customers to avoid wasted resources on call-outs?

H.3. Attempt to repair not replace.

H.4. Create a distribution network which encourages repairs, not replacements.

H.5. Negotiate with competitors to create similar standards to promote repairs.

H.6. Ensure spare stocks are low but easily available.

H.7. Use repair/after sales service data to help modify products.

First published in IMRA News December 1989 pp.8-9 (Industrial Marketing Research Association)

Links

Now see my  Green Marketing Mix Awards

References