PUTTING THE MESSAGE ACROSS –GREEN PROMOTIONS

INTRODUCTION

Green promotions:

Green promotions is not only a tools rather than it is a way to spread the message to the consumer focusing on green marketing.

GREEN PROMOTION OBJECTIVES

The objectives are

• Aim may be to inform the target audience.

• Become aware of a new green product.

• Persuade consumers to switch to a green brand.

• Remind customers that they will need a product soon.

Planet preservation

Animal life preservation

Personal health

preservation

Targeting Green promotions

Structuring the message

Zeitgeist appeals

Emotional appeals

Financial appeals

Euphoria appeals

Management appeals

Others

ZEITGEIST APPEAL

Attempt to join in with the prevailing green climate through 'bland statements‘.

EMOTIONAL APPEALS Aim to create an emotional response in customers which will motivate them to buy.

FINANCIAL APPEALS

Involves price reduction or donations to causes.

EUPHORIA APPEALS

Invoking a sense of well being by emphasizing the healthiness or naturalness of the product.

Discuss about structuring the message

MANAGEMENT APPEALS

Here companies imply that the company itself is involved in the green movements.

OTHERS

Includes comparative advertising or celebrity endorsement.

Discuss about structuring the message

MESSAGE CONTENT

Green Claims identified five categories.

• Product-oriented claims relating to green attributes.

• Process-oriented claims relating to technologies and methods of production or disposal.

• Image-oriented claims linking the organization to a green cause.

•Environmental fact-based claims which inform consumers about relevant environmental issues.

• Claims which combine more than one of the above themes.

CREATING THE RIGHT TONE

• Be gentle on consumers who may be confused or relatively ill-informed

• Address consumers existing environmental concerns rather than creating new worries.

• Be in keeping with the spirit of the green con-science by making sure that is credible and has style

•Treat the consumers as an intelligent human being

MEDIA CHOICE

Marketers can choose from among a number of media to promote a product, and the choice will tend to reflect the nature of product, the communication objectives being

pursued and the size of the available budget.

ADVERTISING

Adverts can be dramatic and glamorous as well as entertaining in the search for a message which

creates favorable customer perceptions of a given brand.

CRITICISMS OF ADVERTISING

• Practical criticism• Socio environmntal criticism

GREEN ADVERTISING

Green advertising is the advertising of products that are presumed to be environmentally

preferable to others.

Activities of green advertising

MISLEADING OF GREEN PROMOTION

Adverts can contain factually information, but still convey a misleading impression.

Adverts can be ambiguous in their meaning, and subject to multiple interpretations.

Adverts can omit information which would be important to consumers and whose absence creates a false impression.

Adverts can make subjective and extravagant statements about product quality, which, although impossible to disprove, can mislead the consumer who takes them literally.

Misleading of green promotion

On pack promotion

INFORMING AND EDUCATING CONSUMERS

1. Informative advertising

2. Informative booklets and guides

RAISING ENVIRONMENTAL AWARENESS

MANAGING GREEN PROMOTIONS

A player in the process of devloping any advrising is the advertising or marketing communication agency.

Agencies vary in terms of the degree to which they are willing to commit themselvs to contributing to the development of environmental sollutions, and in the degree to which they are willing to restucture their operations to pursue clients with a green breif.

SCHERING AGRICULTURE'S GREEN SCIENCE

INTRODUCTION

Schering Group is a German multinational. Owns 100 subsidiary companies. In 1983 it aquisited British Agrochemical business

FBC which was an underperforming company at the time.

SUCCESS AFTER ACQUISITION

Within a month the sales of agrochemical business of Schering increased by 23.7%.

2.5% growth in the share market.

Awareness of the companies within the industry increased to 41% which was 22% at the case of FBC.

SUCCESS AFTER ACQUISITION

In 1st two years profits increased by 24%.

Besides all these the customers positive perception towards the Schering increased highly.

Under new identity stuff turnover was reduced dramatically and morale was claimed.

REASONS BEHIND SUCCESS AFTER ACQUISITION

It made market research and started it's campaign with the name "Green Science" which changed the attitude of all internal and external parties.

Within 48 hours Schering changed all the depots even the vehicale,1000 existing sprays into green.

Within 4 days every vestige of FBC was changed.

REASONS BEHIND SUCCESS AFTER ACQUISITION

Also Green was the color of Schering since 1851 so it supported the campaign.

Huge advertising barrage was unleashed in trade, national and local press, televisions, direct mail shots to support the Green Science campaign.

In March 1987 a range of below the line sales promotion were launched.

REASONS BEHIND SUCCESS AFTER ACQUISITION

Series of informational guidelines were provided to help farmers for pinpointing disease outbreaks.

Conjunction was made with Farming Wildlife Trust to guide farm conservation.

Schering's success was facilitated because it developed an idea that," Staffs are the key audience."That is it created a new corporate culture internally. To do this they gathered 430 staff at launching day to introduce them with Green Science Concept.

Hence through all these it was able to gain success and gained National Marketing Award Winner at

1989.

Achievements