Green Toys Inc. marketing segmentation, strategy, and data collection method

Recycling has been the environmental crusade to reducing the human footprint, with it’s spotlight shining down on in recent years. It was the noblest of causes, recycling being a great idea for the environment and society; but it is being handled poorly. Its modern descendant has turned into a corporate scheme with recycling becoming a business, instead of being about the environment because marketers are using environmentalism as a excuse for overconsumption, recycling products are only being recycled for profit, and cities & big business use inflated numbers to attain media attention. Let’s now take a look at the bread and butter of

There is rising unease about throwing out plastic products as well as the accumulation of plastic products in our oceans and landfills. This poses problems for all species in the environment, such as animals becoming tangled in smaller products, organisms consuming the products, or transferring chemicals directly to humans in the surrounding environment. Plastic products being dumped into landfills is not sustainable for our present and future environment. A small amount of fossil fuels is being used to create plastic products. The fossil fuels are practically wasted because the products are cheaply made and are thrown out shortly after purchase. Depleting the amount of fossil fuels, rapidly filling up landfills, and manufacturing briefly used plastic products is not sustainable for our environment. Increasing the amount of recycling, cutting down on plastic production, and reducing on the amount of littering are all valuable solutions to cut down the amount of plastic in landfills. (Thompson, Moore, vom Saal,

We provide made, natural and recycled materials which are clean, in good condition and safe for children to use

Toys are now made of plastics that once would have been made of wood. This can be better because it means that they can be more appealing to children. Plastic is usually lighter than wood which would mean that children can play with their toys without struggle of trying to lift them.

“Toy production and consumption occur in a global system characterized by large, complex supply chains with constant downward pressure on prices. In many cases, product design and marketing occur primarily in developed countries, with manufacturing outsourced overseas. Demand for low cost products creates pressure for companies to externalize environmental and social costs, resulting in unsafe working conditions, environmental pollution, and a drive toward using the cheapest and often toxic materials” (Becker, Edwards and Massey 7988).

According to Horner and Swarbrooke (2005: 39), Segmentation may be defined as the process of dividing a whole market into subgroups or segments for marketing management purposes. Market segmentation is the division of the overall market for a service into various categories with common characteristics. In response to different segments, organisations facilitate the available resources to achieve greater efficiency, in order to satisfy specific needs of customers.

It's time to think green. To be a responsible citizen, you need to shift from the conventional consumerism method of throwing everything away and start recycling and reusing materials. You can start by cardboard recycling, which is one of the most used products, and it is also one of the most wasteful ones.

Companies that have gone green have gained profits. Recycling has become a multimillion dollar industry in a lot of countries. When looking at America’s statistics in recycling it shows

This initiative allows for an additional recycling option to consumers. In Kipperberg and Larson’s study on preferences for community recycling programs (2012), communities that offer more recycling options are more favourable (p.581 – 583). Therefore, this recycling collection program will help consumers’ disposal initiatives and will reduce the possibility of LEGO bricks contributing to plastic pollution. Ultimately, consumers will feel more confident about their act of sustainability through this recycling solution.

Market segmentation is a marketing strategy that involves dividing a broad target market into subsets of consumers who have common needs and applications

First, because the trend of ENVIRONMENTAL PROTECTION develops very fast, we want to encourage our designers to consider using green dressing materials or put some elements of eco-awareness in their creations. At the same time, we are going to use Environmental protection shopping bag in our business and use green materials to decorate our store.

This research question aims to think deeper on the circumstances of the overuse of plastic and paper, and what could happen more to the animals/birds, our environment, and our bodies if consumers keep on using plastic and paper products. This research question should be asked to raise awareness to users and most importantly designers, so they consider using other eco friendly material in designing their products.

What seems to be the trend in today’s market and what some are already practicing is the “green” life style. There is a need to create a product that can adhere to this lifestyle in a way that helps the planet, can be done safely and in style, with effortless routine, while clearly stating that you are contributing to the “green” way of life. Environmentalism, which is associated with the color green, is a broad philosophy and social movement which is centered on a concern for the conservation and improvement of the environment (Wikipedia, 2009). This movement is

Through involvement in philanthropic activities it will attribute positively to the company’s image and regard amongst varied publics, it will also have increased respect within the community and a stronger desired brand position (Kotler and Lee, 2005:147). Using Asda to distribute the product, the LEGO Group will be communicating to a large and diverse demographic, this establishing relationships outside their normal target audience, thus leading to “national attention and goodwill for the brand” (Kotler and Lee, 2005:152). According to Peattie (1992) organisations can create competitive advantage by going green. However the LEGO Group do not market their green credentials. On product packaging there is no evidence of any CSR through the use of Eco labelling schemes or stating what recycled materials it is made from( See appendix 4). This could be a key area to communicate, as consumers are now changing their spending habits, feeling they have an active part in solving environmental problems by recycling and choosing eco-friendly products (Rokka & Uusitalo, 2008).It has been highlighted in their CSR Report that they plan to use only FSC certified fibres within packaging, if this is fulfilled it will then allow the usage of the FSC logo on packaging, being a third party assessment it has greater credibility within the consumers mind (D’Souza, 2004)

Market segmentation is an approach used by a company to select their target market and provide data for a marketing plan. “Market segmentation consist of a two-step process; naming broad product markets and segmenting these broad products-markets in order to select target markets and develop suitable marketing mixes” (Perreault, Cannon, & McCarthy, 2014, p.97). There are 4 categories pertaining to market segmentation; behavioral, geographic, demographic, and behavioral.