Case analysis of Mengniu’s green marketing?

Green marketing is a management process that can identify, anticipate and meet the social needs of consumption, and can bring profits and sustainable operations. Then let me find out more about it together with the readers.

1. Event review

Recycling of aluminum-plastic packaging boxes of Mengniu Group

Recycling status of aluminum-plastic packaging boxes:

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Environmentalists admit that the waste packaging recycling system is the most troublesome. The recycling rate of large and medium-sized cities with polyethylene aluminum-plastic composite packaging material recycling technology companies is less than 20%. The problem that generally plagues these companies is the insufficient number of Tetra Pak recycling; the recycling rate of small and medium-sized cities without recycling companies It is even lower; the third and fourth tier markets in urban and rural areas give it away for free to those who collect waste. It can be seen everywhere on the roadside and beside the ditch. It is not easy to degrade, and there are many problems.

The Olympics are only more than a year away. Although Mengniu has not obtained the right to cooperate with the Olympics, it can still make full use of the marketing opportunities brought to the company by the Olympic business opportunities without "infringement". If you miss it, there won’t be such a good carrier with such great appeal.

The promotions with each selling point of “one box of milk for each item, and one box of tissue for each item” give people a bit of a “thankless” feeling. In people’s minds, only low-end products are given freebie promotions. Using packaging boxes to exchange milk in the name of environmental protection better reflects the company's sense of social responsibility and the value of Mengniu products. Mengniu does not give them away easily.

“Those who win the hearts of the people win the world.” Mengniu’s free milk delivery plan for primary and secondary school students is also a corporate brand image. The “packaging box milk recycling plan” is in line with the environmental protection needs of the times and can better win over modern people’s interest in urban environmental protection. heart, thereby winning the corporate brand image and consolidating consumers' recognition of the company's value.

2. This case fully reflects the four characteristics of green marketing

1. Comprehensive characteristics. All activities of Mengniu are to meet the needs of consumers, which is the highest criterion for the company to formulate all work; the recycling rate of large and medium-sized cities with polyethylene aluminum-plastic composite packaging material recycling technology companies is less than 20%, which generally troubles these The problem for the company is the insufficient number of Tetra Pak recycled; the recycling rate in small and medium-sized cities without recycling companies is even lower; the third- and fourth-level markets in urban and rural areas do not accept the waste products that are given away for free. They can be seen everywhere on the roadside and beside the canals. It is not easy to degrade, and problems arise one after another, forcing Mengniu to consider the environmental pollution caused by the low recycling rate of packaging materials. Ecological marketing is one of the green marketing; if Mengniu Group wants to develop in the long term, it must consider the long-term interests of society, and the concept of green marketing It is a synthesis of various marketing concepts. It requires Mengniu Group to obtain profits on the premise of meeting customer needs and protecting the ecological environment, and coordinate the interests of the three parties to achieve sustainable development.

2 Uniformity characteristics. Mengniu's approach is precisely to awaken the public's environmental awareness. Because Mengniu is a nationally renowned brand and the leader in milk drinks in the country, its influence can be imagined. It not only educates all citizens to have a better environmental awareness, but also makes them remember Mengniu better. Mengniu with advanced awareness also enhances the intangible value of Mengniu brand. At the same time, successful examples can drive other similar companies to follow suit, driving a virtuous circle, thus producing huge social and economic benefits. Therefore, this case fully reflects the high degree of unity of economic and social benefits of green marketing.

3 Indistinguishable characteristics. The world is composed of social environment and natural environment. Everyone in the world needs harmonious coexistence, a safe environment and clean food to live in this world.

4 Bidirectional characteristics. Mengniu's policy of exchanging ten or twenty empty boxes for one box of milk plays a guiding role in consumers' consumption behavior, allowing consumers to consciously recycle empty boxes and accumulate them to a certain number, thus to a certain extent. It reduces waste while cultivating consumers to develop good environmental awareness and gradually develop habits. The act of exchanging empty cartons for milk allows consumers to identify with Mengniu's environmental protection concept, and also enhances consumers' green concept and buys similar green products instead of non-green products.

3. Summary of experience and issues to be noted

In this case of Mengniu, there are many successful experiences that can be used for reference by more Chinese companies. These experiences are:

1 Environmental protection is a banner in contemporary times. Because in today's increasingly bad environment, incidents caused by unsafe food occur frequently, such as counterfeit wine incidents, tainted milk powder incidents, etc., which are awakening consumers' awareness of food safety; housing decoration Among the frequent poisoning incidents in China, the culprit of formaldehyde has always been in people's sight; a few people blindly use expensive mink fur in pursuit of fashion, which makes animals facing extinction worse; in the increasingly serious air pollution Today, exhaust emissions continue unabated, but China's automobile production has not decreased. Therefore, the voice of global environmental protection is growing day by day, and companies around the world are looking for green products to meet the needs of consumers. Mengniu’s activity is in line with the environmental protection needs of the times and win over modern people’s hearts about urban environmental protection.

2 Strong brand appeal. Mengniu is a nationally renowned brand and has good sales channels across the country, allowing the event to be carried out smoothly across the country.

If it is a small brand, its influence is very limited. At the same time, consumers have enough trust in Mengniu, which is also a guarantee of success. This green environmental protection activity alone is enough to cause a nationwide impact. Just like in the United States, the world's current number one economic power, a "cold" of subprime credit has caused a "flu" to the national economies around the world.

3 Sustainable development. This activity of Mengniu Company has invisibly educated and influenced the environmental awareness of this generation. The emergence of a large number of green foods has set off a wave of love for green foods and promoted the formation of green consumption awareness; it can be said that The use of degradable tableware not only reduces "white pollution", but also enhances people's awareness of protecting the environment and preventing pollution; the application of recyclable batteries has also greatly changed people's concepts of saving resources and recycling waste? Consumers' environmental awareness is gradually increasing , passed down from generation to generation, to achieve sustainable development.

4 High operability. There are 24 boxes of 250ml pure milk in a box, and 10 boxes of 1L pure milk in a box, so for users who drink it frequently, this is only a small amount and it is easy to accumulate. Take ten or twenty empty boxes to the store or supermarket where you bought them to exchange for milk boxes. This is a very simple and affordable thing, and it also makes consumers feel environmentally friendly. Therefore, based on the concept of convenience and good, this The practice can be comprehensively promoted and supported by consumers.

4. Although Mengniu has a lot of experience in this activity that many companies can learn from, there are still some issues to pay attention to.

First, there is no green consumption demand in the whole society.

Even though Mengniu is the leader in milk drinks, it has limited power on its own, because similar products are three pillars, and Yili and Guangming have a larger share in the national market. , so only when more alliances, such as three enterprises, unite and call together, will the real national appeal be achieved. Therefore, more alliances should be considered to fight a people's war.

At present, people's green awareness in our country is weak, and quite a few people lack understanding of environmental issues. *** must assume the responsibility of green education for all people, and adopt different methods for education and training for different objects. In order to improve the environmental knowledge level of the whole people and enhance the green awareness of the whole society.

Mengniu Company should increase its efforts in green publicity. Green consumption is the premise of green marketing. We must use various publicity media and publicity methods to actively disseminate environmental protection and green consumption knowledge, actively guide consumers to expand their horizons from their own extension kits to the natural ecological environment and the entire society, and enhance public awareness. Environmental awareness stimulates the whole society's desire for green consumption, thus forming the whole society's green consumption demand.

2. The enterprise’s production and management methods lag behind. Such as the smallest. Due to lagging production methods, high input and low output, Chinese enterprises not only waste energy, but also produce fruits. The concept of green marketing derived from the case of Mengniu is only a limited concept. When green marketing is promoted to enterprises, production management methods are improved. The premise is to produce green products, and the fundamental method to solve pollution in the consumption chain needs to be achieved by improving the production chain.

As early as the 1970s, the international community proposed the concept of cleaner production and it has been widely promoted in Western countries. The essence of cleaner production is the pursuit of material and energy consumption, which generates a large amount of industrial "three wastes". If you continue to use this old production management method, it will inevitably cause greater pollution to the environment, and the non-green products produced will gradually lose market.

3. The enterprise’s marketing mix strategy is not suitable. Green marketing poses a challenge to the marketing mix strategy of Chinese companies. First of all, green products will gradually replace non-green products and become the center of marketing activities. However, our companies generally lack the sense of urgency to develop excellent green products. Existing green products The green content of products also needs to be improved; secondly, product packaging is still blindly pursuing solidity, exquisiteness, and luxury, with little consideration of the environmental protection of the materials used; thirdly, companies lack green accounting and green auditing systems to spend on environmental protection Green product prices are set without scientifically accounting for costs; secondly, the traditional method is still used in the selection of sales channels, and there is no consideration of how to simplify the distribution link based on the green characteristics of the product and how to prevent green products from being sold in the market. Secondary pollution in the distribution process; finally, the promotion methods are outdated, especially some companies that are the first to produce green products, have not yet shouldered the responsibility of disseminators and propagandists of green information, and lack the creativity of the times to guide green consumption and open up the green market. . 4. Yes *** There are not enough measures in place to support the development of green marketing. As a new marketing idea, green marketing plays an important role in coordinating the interests of enterprises, consumers, and society, but it requires government support. Although our country's government has also formulated some laws and regulations that are beneficial to environmental protection and measures to promote the development of green movements, compared with the governments of some developed countries, it is still far from enough.