Green Marketing: A sound Business Strategy
Abstract:
A lot is seen, read and heard about environmental change and climate change owing to the abuse we humans have meted out. A great deal of effort is being put into awareness, so that people adopt environment friendly measures. People are smarting up to the idea and are adopting fast.
Manufacturers are vying hard to cash in on this trend as the research made by Nielsen BASES and NMI have forecasted promising statistics with regards to the market. The paper goes on to identify the key highlights for marketers to retain:
1. The stage is set for many consumer packaged goods (CPG) categories to go green.
2. Green doesn’t have to be niche.
3. Extending an established brand equity may be the best bet.
4. Green/LOHAS products have a better chance of breaking through the clutter.
5. Getting beyond “niche” will require choosing and attracting the right target.
6. Getting the price right is a clear key to success.
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