Marketing Plan For Green Products

1162 Words Dec 3rd, 2015 5 Pages
others (Larsen, 2010). With a significant amount of influence over other consumers, these LOHAS consumers may also be able to encourage other sustainability segments of customers including naturalites, drifters, conventionals and unconcerned to also be customers. Therefore, by incorporating sustainable packaging into their business, these companies are taking the appropriate steps to satisfy what is presumably a significant number of their customers.
4p’s
Having identified possible market segments, and examining Avalon Milk, a detailed product, price, promotion and place strategy can be developed. The following table summarizes the main points of the strategy:
4P 's
STRATEGY
RATIONALE
% OF CUSTOMERS
PRODUCT
SUSTAINABLY PACKAGED
CUSTOMERS ARE MOTIVATED TO BUY 'GREEN ' PRODUCTS.
94%

SUSTAINABILITY BENEFITS SHOULD BE CLEARLY LABELED
CUSTOMERS ARE MOTIVATED TO BUY CERTIFIED GREEN PRODUCTS.
81%
PRICE
A PRICE PREMIUM CAN BE CHARGED FOR GREEN PRODUCTS
CUSTOMERS ARE MOTIVATED TO PAY MORE FOR GREEN PRODUCTS.
49%
PROMOTION
GREEN PRODUCTS CARRY A MARKETING PREMIUM
CUSTOMER ARE MOTIVATED TO MARKET GREEN PRODUCTS THROUGH WORD OF MOUTH.
65%
PLACE
SUSTAINABLY PACKAGED PRODUCTS SHOULD BE AVAILABLE IN MAJOR RETAILERS - NOT ONLY SPECIALTY SHOPS
CUSTOMERS ARE NOT MOTIVATED TO BUY PRODUCTS IF THEY ARE NOT EASILY AVAILABLE.
29%

*(LARSEN, 2010)
As sustainable packaging can satisfy an unmet client need, it should be easy to influence client-satisfaction oriented companies of the benefits of…

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