GREEN MARKETINGVIRAL MARKETINGSOCIAL MARKETING&INNOVATIONS : GREEN MARKETINGVIRAL MARKETINGSOCIAL MARKETING&INNOVATIONS PRESENTED BY
IMK KOLLAM WHAT IS MARKETING??? : WHAT IS MARKETING??? “Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering and freely exchanging products and services of value with others”
Philip Kotler GREEN MARKETING : GREEN MARKETING Green marketing means developing environment friendly products.
Green marketing came into prominence in the late 1980s and early 1990s.
This requires conservation of natural resources and controlling pollution.
Some global and domestic companies are develop products that are less harmful to environment, and use cycled materials. Slide 5: With green marketing, advertisers focus on environmental benefits to sell products such as biodegradable diapers, energy-efficient light bulbs, and environmentally safe detergents. Slide 6: To be effective, green marketing programme requires top management commitment, company environment to encourage green marketing, rewarding employees for reducing waste, developing new environment friendly products, and making them available to consumers at reasonable prices. Slide 7: Green marketing are part of the new marketing approaches which do not just refocus, adjust or enhance existing marketing thinking and practice, but seek to challenge those approaches and provide a substantially different perspective.
Green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. Slide 8: Firms using green marketing must ensure that their activities are not misleading to consumers or industry, and do not breach any of the regulations or laws dealing with environmental marketing.
The media came up with the term "green washing" to describe cases where organizations misrepresented themselves as environmentally responsible. Slide 9: Examples of environmentally-beneficial products and services:
Paper containing post-consumer wastepaper
Cereals sold without excess packaging
Shade-grown coffee beans
Energy-efficient cars Slide 10: Cleaning supplies that do not harm humans or environment
Wood harvested from sustainable forests
Energy-efficient light bulbs
Energy from renewable sources of energy such as windmills and solar power WHY GREEN MARKETING? : WHY GREEN MARKETING? 1. Organizations perceive environmental marketing to be an opportunity that can be used to achieve its objectives
2. Organizations believe they have a moral obligation to be more socially responsible
3. Governmental bodies are forcing firms to become more responsible Slide 12: 4. Competitors' environmental activities pressure firms to change their environmental marketing activities
5. Cost factors associated with waste disposal, or reductions in energy and material usage forces firms to modify their behavior VIRAL MARKETING : VIRAL MARKETING Refers to marketing techniques that use pre-existing social networks to produce increases in brand awareness, through self-replicating viral processes. Slide 15: Marketing phenomenon that facilitates and encourages people to pass along a marketing message voluntarily. “a promotional method that is of the customers, by customers, and for customers.” Slide 16: Viral marketing, viral advertising, or marketing buzz are buzzwords.
It can be delivered by word of mouth or enhanced by the network effects of the Internet.
Viral marketing may take the form of video clips, interactive Flash games, advergames, eBooks, brand able software, images, or text messages. What does a virushave to do with marketing? : What does a virushave to do with marketing? What does a virushave to do with marketing? : What does a virushave to do with marketing? “Like viruses, take advantage of the rapid multiplication to explode the message to thousands – or even to millions.” Elements of a Viral Marketing Strategy : Elements of a Viral Marketing Strategy Elements of a Viral Marketing Strategy : Elements of a Viral Marketing Strategy Gives away products or services
Provides for effortless transfer to others
Scales easily from small to very large
Utilizes existing communication networks
Takes advantage of others' resources Gives away valuable products or services : Gives away valuable products or services "Free" is the most powerful word in a marketer's vocabulary.
Free attracts attention.
Attention then see other desirable things that you are selling “Give away something, sell something.” Provides for effortless transfer to others : Provides for effortless transfer to others Viruses only spread when they're easy to transmit
Simplify your marketing message so it can be transmitted easily and without degradation “Short is better.” Scales easily from small to very large : Scales easily from small to very large Transmission method must be rapidly scalable. “You must build in scalability to your viral model.” Utilizes existing communication networks : Utilizes existing communication networks Collect e-mail addresses and websites URLs, mobile numbers, blog addresses. “Place your message into existing communications between people,
and you rapidly multiply its dispersion.” Takes advantage of others' resources : Takes advantage of others' resources Place text or graphic links on others' websites “use others' resources to get the word out” Types of Viral Marketing : Types of Viral Marketing Types of Viral Marketing : Types of Viral Marketing Pass-along
User-managed database Pass-along : Pass-along a short note that will be sent on to other internet users and it is usually attached to the footer of the electronic message. Eg: HOTMAIL.COM
"Get Your free, private email at www.hotmail.com...” “The message for free email is being spread out by all their email users.” Buzz Marketing : Buzz Marketing Involves celebrities discussing about products and experiences with a hint of controversy “It is created to make noise and buzz.” INCENTIVE VIRAL : INCENTIVE VIRAL It calls the users to take action in order to be rewarded. E.g.: FOREVER LIVING, BARCLAY
Multi-level businesses “It gives people an incentive for passing along
viral message or viral object” Undercover Marketing : Undercover Marketing It occurs when people do not know they are being marketed to
It appears trendy or curious, and do not seem to ask an individual to forward them, creating the impression that there is not something special promoted taking place. Eg: Canon, Inc. The Japanese tourist campaign User-managed Database : User-managed Database It refers to different database of prospects that clients generate themselves with the help of online service providers.
Or online dating services . . .users create a viral, self-propagating
chain of contacts that naturally grows
and encourages others to sign up as well. Slide 33: How to build a successful Viral Marketing Campaign Create the Buzz : Create the Buzz Create value driven news using your best customers
Involve them in the process of making and
delivering your products or services “This way, it creates positive feelings
that lead them to talk about your business.” Incentivize : Incentivize Offer an incentive to someone to tell others about you. WIIFM Principle: "what's in it for me?" . Personalize : Personalize Insert sender’s name in the subject line.
"Juan Dela Cruz thinks you will like to avail the exclusive membership fee . . . " “it brings instant credibility to your message” Get ready for the take off : Get ready for the take off If you're your viral campaign shoots up
towards success, your systems have to be ready to handle the traffic and transactions. Measure : Measure Dissect what transpired to the success of your respondents “This will measure the effectiveness of your
viral marketing campaign” Advantages of Viral Marketing : Advantages of Viral Marketing Advantages of Viral Marketing : Advantages of Viral Marketing Cheap and low cost
High efficiency Disadvantages of Viral Marketing : Disadvantages of Viral Marketing Disadvantages of Viral Marketing : Disadvantages of Viral Marketing Brand Dilution
Association with unknown groups
Avoid making purely
Large-scale spam issues Slide 43: SOCIAL MARKETING SOCIAL MARKETING : SOCIAL MARKETING Social marketing concept is a management philosophy that takes into account the welfare of society, the organization, and its customers.
In other words social marketing is the systematic application of marketing, along with other concepts and techniques, to achieve specific behavioral goals for a social good. Slide 45: The primary aim of social marketing is "social good", while in "commercial marketing" the aim is primarily "financial". This does not mean that commercial marketers can not contribute to achievement of social good.
Shaklee Corporation, who pioneered social marketing over 50 years ago, has trademarked the term "Social Marketing.“ Slide 46: EXAMPLE : a 3-month marketing campaign to encourage people to get a H1N1 vaccine is more tactical in nature and should not be considered social marketing. Whereas a campaign that promotes and reminds people to get regular check-ups and all of their vaccinations when they're supposed to encourages a long-term behavior change that benefits society Slide 47: It is important not to confuse social marketing with commercial marketing.
A commercial marketer selling a product may only seek to influence a buyer to make a product purchase.
Social marketers, dealing with goals such as reducing cigarette smoking, have more difficult goals: to make potentially difficult and long-term behavioral change in target populations. EIGHT ESSENTIAL COMPONENTS OF SOCIAL MARKETING : EIGHT ESSENTIAL COMPONENTS OF SOCIAL MARKETING A consumer orientation to realize organizational (social) goals
An emphasis on the voluntary exchanges of goods and services between providers and consumers
Research in audience analysis and segmentation strategies Slide 49: An analysis of distribution (communication) channels
Use of the marketing mix—utilizing and blending product, price, place and promotion characteristics in intervention planning and implementation
A process tracking system with both integrative and control functions Slide 50: The use of formative research in product and message design and the pretesting of these materials
A management process that involves problem analysis, planning, implementation and feedback functions Applications : Applications Health promotion campaigns in the late 1980s began applying social marketing in practice.
Notable early developments took place in Australia.
These included the Victoria Cancer Council developing its anti-tobacco campaign "Quit" (1988), and "Sun Smart" (1988), its campaign against skin cancer which had the slogan Slip! Slop! Slap!. Slide 52: THANK YOU