Haier Green Marketing Case

Green marketing case analysis

1. The connotation of green marketing

Green marketing refers to the company's own interests and consumer interests in the production and operation process. and environmental protection interests, and use this as the center to conceive, design, sell and manufacture products and services. Professor Ken Peattie of the University of Wales in the United States once pointed out: "Green marketing is a management process that can identify, anticipate and meet the social needs of consumption, and can bring profits and sustainable operations." In essence, corporate green marketing is an enterprise that takes environmental protection concepts as its business guiding ideology, takes green consumption as its starting point, and takes green culture as the core of its corporate culture. It is carried out to achieve corporate goals on the premise of meeting consumers' green consumption needs. marketing activities. It is a further expansion and in-depth extension of traditional marketing. It is also more profound and contemporary than traditional marketing.

2. The Proposition and Rise of Green Marketing

Today, as the environment continues to deteriorate, people’s concerns about the environment and resources have gradually transformed into a self-disciplined behavior in the consumption process, and they are more inclined to Moderate, pollution-free, environmentally friendly consumption and green demand have been or are being gradually aroused around the world. This is particularly prominent in economically developed countries, and has formed a "green"-based line of green demand - green design - green production - green products - green prices - green market development - green consumption. consumption chain. Therefore, fundamentally speaking, it is green demand that determines the emergence, scale, operation mode and development trend of green marketing. At the same time, differences in green demand and green technology levels caused by different levels of economic development are increasingly being used by developed countries as barriers to curb other countries' foreign trade, thus forming a new type of non-tariff barriers - Green Trade Barrier. The Uruguay Round Agreement on Technical Barriers to Trade stipulates: “No country shall be prevented from taking measures to protect human, animal or plant life and health, or to protect the environment.” In this way, environmental protection has become a non-commitment to relevant international trade norms. excuse, but in fact some developed countries have restricted the import of foreign products in the name of protecting the environment. The main goal of Western countries in setting up green barriers is to a large extent to target the labor-intensive and resource-intensive products that developing countries mainly rely on to earn foreign exchange. As a result, some products of developing countries will gradually withdraw from the international market. market. Therefore, it will seriously restrict the development of foreign trade of developing countries and further worsen their difficult situation in international trade and balance of payments. With the launch of the Euro on January 1, 1999, the EU will pay more attention to supporting less developed countries in the region, which will inevitably lead to the strengthening of trade protectionism such as green barriers. The Chinese government and enterprises should prepare countermeasures as soon as possible. Green barriers mainly include environmental import surcharges, import restrictions or bans, green trade sanctions, green label systems, green health quarantine systems, etc. Due to its strong concealment, high technical requirements, and flexibility, it will be used by more and more developed countries for a long time to come. It can be seen that if Chinese enterprises want to break through green barriers and make green breakthroughs, they must strengthen green marketing. There is no other way.

As mankind enters the era of environmental protection, people's consumption concepts have also undergone major changes. Green consumption, which pays more attention to health care, environmental protection, advocates returning to nature, and pursues health, has emerged. According to statistics from relevant United Nations departments, the world's current total "green consumption" has reached more than 200 billion US dollars, and is expected to increase to at least 300 billion US dollars by the year 2000. Products with green logos are increasingly favored by consumers. According to statistics, 77% of Americans said that a company's green image will affect their desire to purchase, and 94% of Italians said they would consider green factors when purchasing goods. In the European market, 40% of people prefer to buy green products, and those products with green logos are more popular in the market.

A survey by the European Commission shows that 82% of consumers in Germany and 67% of consumers in the Netherlands will consider environmental protection issues when shopping in supermarkets. In Asia, picky Japanese consumers are even better. They use "green" as the standard for ordinary drinking water and air. Canned water and pure oxygen have become hot commodities in the market; consumers in South Korea and Hong Kong, Urgently buy those almost extinct tea seeds as a natural shampoo.

Under the tide of green consumption, green marketing continues to develop and improve with the international community's increasing attention to environmental protection. Green marketing was born in industrialized countries and was only introduced to China a few years ago. At first, most companies just thought it was a propaganda technique. Recently, Chinese enterprises have become increasingly interested in and eager to practice green marketing. For example, the incident of contamination of Coca-Cola beverage cans produced in a Belgian processing plant has made many corporate marketing professionals feel the urgency and importance of green marketing even more. Nowadays, people generally realize that a company's environmental image affects product sales. Therefore, for enterprises, in the face of the rising green consumption, understanding, paying attention to and implementing green marketing has become a major issue worthy of special attention in future enterprise development.

3. Implementation of green marketing

Establish green marketing concept

Green marketing concept is the guiding ideology for enterprise production and operation under the conditions of green marketing environment. The traditional marketing concept believes that when enterprises produce and operate under market economy conditions, the central issues that they should always pay attention to and study are consumer demand, the company's own conditions and the situation of competitors. It also believes that meeting consumer demand, improving company conditions, and creating comparisons Competitors have more favorable advantages and can achieve marketing results. The green marketing concept adds new ideological content to the traditional marketing concept.

The primary issue in the research on enterprise production and operation is not to achieve self-interest by coordinating the relationship between the three aspects under the conditions of traditional marketing factors, but the relationship with the green marketing environment. The formulation of corporate marketing decisions must first be based on the basis of conducive to saving energy, resources and protecting the natural environment, prompting a new shift in the foothold of corporate marketing.

The study of market consumer demand is based on traditional demand theory and focuses on green demand. It is believed that this green demand must not only consider actual demand, but also look at potential demand.

The focus of competition between enterprises and their peers is not the competition between traditional marketing elements and the competition for the share of the traditional target market, but the marketing measures that best protect the ecological environment. It is also believed that the continuous establishment and improvement of these measures will It is the need for enterprises to achieve long-term business goals. It can form and create new target markets and is the magic weapon for winning competition.

Compared with the traditional social marketing concept, the social interests that the green marketing concept focuses on are more clearly located in energy conservation and environmental protection, are based on sustainable development, and focus on the long-term interests of the social economy and global interests.

Designing green products

Product strategy is the primary strategy of marketing. Enterprises must use green products as a carrier to implement green marketing and provide society and consumers with green products that meet green needs. The so-called green products refer to products that are beneficial to society and the environment, or pollution-free products. Compared with traditional similar products, this kind of green product has at least the following characteristics:

① The core functions of the product must not only meet the traditional needs of consumers, comply with the corresponding technical and quality standards, but also meet the needs of consumers. Green needs that are beneficial to society, the natural environment and human physical and mental health, and comply with relevant environmental protection, safety and health standards.

②The physical part of the product should reduce resource consumption and use renewable resources as much as possible. Raw materials and excipients that are harmful to the environment and human health should not be added to the product entity. The environmental pollution caused by "three wastes" should be eliminated or reduced during the product manufacturing process.

③ Product packaging should reduce the consumption of resources, and packaging waste and product scrap residues should become new resources as much as possible.

④The focus of product production and sales is not to guide consumers to consume in large quantities and produce in large quantities, but to guide consumers to consume correctly and produce in appropriate quantities, and to establish a new production aesthetic concept.

Set the price of green products

Price is a sensitive factor in the market, and pricing is an important marketing strategy. To implement green marketing, we must study the setting of green product prices. Generally speaking, the production cost of green products during the investment period in the market will be higher than that of similar traditional products, because the cost of product environmental protection accrued in the cost of green products mainly includes the following aspects:

①Products in progress Research and development expenses paid to increase or improve environmental protection functions during development.

②In product manufacturing, the process cost is increased due to the development of products that are non-polluting and non-harmful to the environment and human body.

③The possible increase in resource costs caused by the use of new green raw materials and auxiliary materials.

④ Management costs and sales expenses that may increase due to the implementation of green marketing.

However, the increase in product prices will be temporary. With the development of science and technology and the improvement of various environmental protection measures, the manufacturing costs of green products will gradually decrease and tend to be stable. When enterprises set prices for green products, they should of course consider the above factors. On the other hand, they should note that as people's awareness of environmental protection increases and consumers' economic income increases, consumers' concept of acceptable prices for goods will gradually change with consumption. Concepts harmonize. Therefore, corporate marketing of green products can not only make the company profitable, but also gain advantages in peer competition.

Green marketing channel strategy

Green marketing channel is the channel through which green products are transferred from producers to consumers. Enterprises must establish stable green marketing channels to implement green marketing. Strategic efforts can be made from the following aspects:

① Inspire and guide the green awareness of intermediaries, establish appropriate interest relationships with intermediaries, and constantly discover and Choose enthusiastic marketing partners and gradually establish a stable marketing network.

② Pay attention to the work related to marketing channels. In order to truly implement green marketing, we must conscientiously do a series of basic work on green marketing channels, from the selection of green transportation, the establishment of green warehouses, to the formulation and implementation of green loading and unloading, transportation, storage, and management methods.

③ Establish short and wide channels as much as possible to reduce channel resource consumption and reduce channel costs.

Carry out green marketing promotional activities

Green promotion is to convey green information through green promotional media, guide green consumption, inspire and guide consumers' green needs, and ultimately promote purchasing behavior. The main means of green promotion include the following aspects:

①Green advertising. Through the green function positioning of products through advertising, consumers can be guided to understand and accept the advertising appeal. During the market investment period and growth period of green products, through large-scale and wide-ranging green advertisements, we can create a green marketing atmosphere and stimulate consumers' desire to purchase.

②Green promotion. Through the green sales and business promotion of green marketers, from the sales site to the sales site, we directly publicize and promote product green information to consumers, explain and demonstrate the green functions of products, answer consumers' green inquiries, and promote various environments of green marketing. Current status and development trends stimulate consumers’ desire to consume.

At the same time, through trials, gifts, competitions, discounts and other strategies, we can guide consumer interest and promote purchasing behavior.

③Green public relations. Through the company's public relations personnel to participate in a series of public relations activities, such as publishing articles, speeches, broadcasting of film and television materials, social networking, participation in environmental protection public welfare activities, sponsorship, etc., they have extensive contact with the public, enhance the public's green awareness, and establish the company's Green image establishes a broad social foundation for green marketing and promotes the development of the green marketing industry.

IV. The future of green marketing

The implementation of green marketing is an internationally recognized direction for future enterprise development, and it is also the general trend of international economic and trade activities. Developed countries attach great importance to the environmental protection industry and regard it as a "sunrise industry" and the most promising "export industry." As early as March 1994, the U.S. Department of Commerce listed the environmental protection industry as one of the key export enterprises. , and stipulates that environmental protection industries enjoy export tax exemptions; the Japanese government has proposed a green management plan with the theme of "21st Century New Earth".

After entering the 1990s, many companies around the world are implementing the strategic thinking of "green marketing". For example, a Japanese supermarket requires customers to bring their own shopping bags to reduce the use of plastic bags. The supermarket issues a registration card to each customer. For customers who bring their own shopping bags, the store will stamp the registration card each time. After a certain amount is accumulated, the store will give away goods of a certain value for free. British Ensbury Supermarket Group not only claims to be the "greenest grocery store", but also launched a series of "green" plant-based products for household use to replace chemical detergents, which has significantly increased its turnover and achieved gain competitive advantage. In Hong Kong, Taiwan, Japan, and the United States, the patterns, colors, and words known as "ecological clothing" are very distinctive and meaningful: rare animals and plants are used as patterns, flowers and trees are used as colors, and even simple and clear words are written on the clothing. On the Internet, such as "I love nature", "Protect the ozone layer", etc. to directly express the voices of consumers. Therefore, various "green advertisements" have emerged. Many well-known multinational companies and large enterprises have used "green products" to create "green advertisements", and many emerging small and medium-sized enterprises have also continued to strengthen their "green enterprises" image in order to seek rapid development. From the perspective of environmental protection, companies that produce diapers in the United States conduct advertising and promotions, emphasizing that cloth diapers will take at least 500 years to decompose after being buried in the soil, while disposable diapers decompose quickly in the soil, so disposable diapers have a high reputation in the public's mind. It has developed a "green image" and in just three years, its sales volume soared to 1.8 times.

Now, many countries have made explicit regulations that products without environmental labels will be subject to quantity and price restrictions when imported. Paying attention to and obtaining green labels and establishing a good environmental image of enterprises will become an important goal pursued by enterprises. The environmental protection industry will become a new hot spot in international trade competition, and green marketing will be the focus of international marketing. Green marketing is of great significance for Chinese enterprises to participate in and improve competition in the international market. Green marketing is conducive to promoting the adoption of new technologies and technological transformation by enterprises, and is conducive to the transformation of enterprises from extensive operations to intensive operations. The concept of green marketing includes the entire process from product design, manufacturing, use to recycling and disposal. To realize this concept, enterprises must adopt advanced technology, carry out technological transformation, change the extensive management form that consumes large amounts of energy and has low efficiency, strive to improve the utilization rate of resources and energy and labor productivity, so that production and operation activities do not cause damage to the environment or cause as little damage as possible Break the ring. Therefore, the green marketing process is also a process for enterprises to achieve technological upgrading and sustainable development.

Chinese enterprises, especially large enterprises, should conform to this development trend of world economy and marketing management, seize opportunities, take active actions, strengthen green concepts, develop green products, open up green markets, and set green prices. , open up green channels, implement green public relations, establish a green image, form a complete green marketing system, strive to improve marketing management and corporate management levels, improve the overall competitiveness of enterprises (including environmental competitiveness), and pave the way for China's economic development and development The Chinese nation stands tall among the nations of the world and makes its contribution.