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Environmental Marketing

With increasing consumer awareness on the environment, companies are now adapting their marketing strategies to minimize their impact on the environment around them. This developed thinking about environmental marketing has led Learnmarketing to develop the ‘environmental marketing mix.’

Environmental Product Strategies

We know from the marketing mix (product price, place and promotion) that companies have to make important decisions about their products. Today, these decisions should be influenced by environmental factors. There are a number of environmental questions a company has to ask itself about its products, if they are to consider themselves as environmentally sound.

• What is the impact of production, sourcing of materials and packaging on the environment.

• Are the suppliers they have chosen using energy efficient and environmentally sound techniques?

• Is the firm over packaging?

• Is the packaging environmentally friendly and bio degradable.

These questions have to be asked and actioned upon if the company wishes to pursue a sound environmental product strategy.

 

Environmental Place Strategies

 It is important that the organization gets the product to the consumer at the right time. However there is an environmental impact of doing so. Currently organization needs to think about:

• The environmental impact of getting the product to your customer.

• If you have outsourced your distribution do you use a distribution firm who’s fleet do not use bio-diesal? Should you source a firm who does so?

• Do you deliver in non-peak hours reducing congestion and the environmental impact of this?

• Do you try to make less deliveries for environmental reasons? Do you invest in other sources of transport e.g. trains and canals, electric cars.

All these questions are now becoming more important, with the governments tackling global warming and road congestion in countries around the world.

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Further reading:

Principles of Marketing by Philip Kotler

Principles of Marketing by Frances Brassington