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Green Digital Marketing in the Mobile Phone Industry

Recommendations for Sony Ericsson's GreenHeart

Written by Jan Barrish

Paper category

Master Thesis

Subject

Business Administration>Marketing & Sales

Year

2011

Abstract

Thesis: Green According to Albaine et al., green products can be defined as "[...] products designed to minimize the impact on the environment during their entire life cycle. In particular, minimize the use of non-renewable resources and avoid Use toxic materials and use renewable resources according to their replenishment rate» (Albino, Balice, and Dangelico, 2009). On this basis, the term "green" in this study is used as a general concept, including the aim of adopting the environment A friendly approach. This means that it will include eco-friendly and sustainable technology products, services and even some of them. The focus is on the intention to participate, rather than the results or ecological impacts of various fields. 5.2 The demand for green products" The motivation behind "green" can be derived from multiple perspectives and multiple sources and foundations. Of course, organizations can believe that they have a moral obligation to assume social responsibility (Davis 1992, Freeman an Liedtka 1991, Keller 1987, McIntosh 1990, Shearer 1990) Government agencies are forcing companies to become more responsible (NAAG 1990), but also because as competitors change their environmental strategies, companies are forced to follow and participate in green marketing activities (ibid.). Although products with limited negative environmental impacts Intentions can be traced back to real intentions, but one should not forget the capitalist aspect of this participation. Jerry Stifelman is the founder and creative director of a marketing and branding company called The Change. At the Green Business Conference, participants were told that truth is the best tool, and companies are advised to “don’t pretend to have no self-interest” (Faulhaber, 2009). For example, the 2009 National Buying Study published by Green Seal and Environmental Social Marketing showed that despite the economic downturn, 82% of consumers still buy green products. This data can also be supported by the Greenfield Online/Mintel report. According to Hanas (Hanas, 2007), true green consumers—those who regularly buy green products are Limited to 12%; light green consumers—those who sometimes buy green products are about 68%; and Nevergreens is 20%. Today’s consumers have a growing awareness and awareness of green products, and many companies have adopted (Prendergasrt & Thompson, 1997). This research supports a suggested reason for green marketing because when organizations see environmental marketing as an opportunity to achieve their business goals (Keller 1987, Shearer 1990). Related to for example The cost factor of waste disposal or reduction of material usage. 5.3 Marketing green products The white paper released by the Massachusetts Institute of Technology (MIT) Sloan Management Review in the winter of 2007 defines a brand as: “Fundamentally speaking, a brand is built around the company, suppliers, auxiliary organizations, and the public. Customers construct identities." The author continues to say that branding is a "critical issue" for marketing and sales. Strong brand influence helps repeat purchases and build a stronger financial position for the company. (Burton et al., 2007). From this perspective, some people think that "green" itself has become one of their own brand or a means to strengthen the brand in a sense, in order to use brand equity and commit to making more attractive products. Brand equity is defined as the differentiation of the value added by the brand to the product compared to the same product without the brand (Kotler & Keller 2005). It can be compared with Harly Davidsson, whose price is about 40% higher than other similar motorcycles (Grant 2006). There are many variants of the brand equity model. The common point is how customers emotionally perceive the relationship between the brand and competitors. For example, David Aaker's Aaker model mentions (i) brand loyalty, (ii) brand awareness, (iii) perceived quality, (iv) brand association, and finally (v) other proprietary assets (Kotler and Keller 2005). This can be compared with the Brandz model. It highlights existence (do I know it?), relevance (does it provide me with anything?), performance (can it provide), advantage (does it provide more than Others are better) the main feature andBonding (nothing is better than it) (ibid. f). However, according to Kotler and Keller, the three main drivers of brand equity are: The initial choice of brand elements or identity that make up the brand (such as brand name, URL, logo, symbol, character, spokesperson, slogan, advertising Words, packaging and signage. Products and services and all accompanying marketing activities and supporting marketing plans. Other associations are indirectly transferred to the brand by connecting the brand with other entities (for example, people, places, or things). 5.4 The challenge of green marketing Using "green" as a brand is not as easy as it seems. "Green" is usually associated with the subtle challenges and embedded barriers of following environmental concepts. Although the supply of green products on the market is increasing, the use of green marketing for these products The main sales advertised products are declining. One reason is that consumers tend to think that environmentally friendly or green products are not as good or effective as traditional products. Read Less