Marketing Eco-labels: The Example of the Blue Angel Hansjoerg Gaus Chemnitz University of Technology, Germany LCM 2007, Zurich August 28, 2007
Agenda 1. A Marketing Perspective on Eco-labels 2. Analysing the Marketing of the Blue Angel 3. Factors of Success 4. Opportunities for Action 5. Conclusion: Potentials and Barriers Hansjoerg Gaus | Chemnitz University of Technology | Department of Marketing 2
1. A Marketing Perspective on Eco-labels Building a Strong Brand With the Consumer: � Acceptance • A positive brand evaluation, � Retrieval from memory • An accessible brand attitude, and � Knowledge • A consistent brand image. Source: Farquhar 1990, p. 8 Hansjoerg Gaus | Chemnitz University of Technology | Department of Marketing 3
1. A Marketing Perspective on Eco-labels Eco-labels: Ideal-typical Response Hierarchy Awareness � Knowledge � Acceptance/Trust � Attention � Purchase Hansjoerg Gaus | Chemnitz University of Technology | Department of Marketing 4
1. A Marketing Perspective on Eco-labels Eco-labels: Ideal-typical Response Hierarchy Awareness � Knowledge � Acceptance/Trust � Attention � Purchase Hansjoerg Gaus | Chemnitz University of Technology | Department of Marketing 5
1. A Marketing Perspective on Eco-labels Explaining Attention to Eco-labels and Purchase of Labelled Products (Thøgersen 2000) Availability Motivation Pro-environental Belief in attitude environment- Decision to buy Paying attention friendly buying eco-labelled to eco-labels products Trust PCE Knowledge Source: Thøgersen 2000, p. 293 Hansjoerg Gaus | Chemnitz University of Technology | Department of Marketing 6
1. A Marketing Perspective on Eco-labels Conclusions: Main proposition: Eco-labels need professional brand management Besides similarities also particularities: � Eco-label not purchased for its own sake � Interaction between eco-label and labelled product (situation similar to co- branding) � Multi-stakeholder situation (Blue Angel: political actors/disseminators companies/administration, consumers) Hansjoerg Gaus | Chemnitz University of Technology | Department of Marketing 7
1. A Marketing Perspective on Eco-labels The Marketing Management Process Situational Analysis Strategic Marketing Planning Philosophy, Positioning, Goals, Strategies Operative Marketing Planning (Marketing Mix) Promotion Product Price Place Marketing Implementation Marketing Controlling Source: adapted from Meffert 2000, p. 14 Hansjoerg Gaus | Chemnitz University of Technology | Department of Marketing 8
2. Analysing the Marketing of the Blue Angel Situational Analysis (2001): � (Aided) Awareness (+) � Paying attention to the Blue Angel in the purchasing situation (-) � Willingness to pay higher prices for labelled products (-) � Consumers‘ ability to differentiate between the meaning of the Blue Angel and other product labels without third-party evaluation (-) � Interest among manufacturers and retailers (-) Freshening up consumers‘ attention and knowledge � Source: Federal Ministry of the Environment/Federal Environmental Agency; Gaus and Zanger 2002 Hansjoerg Gaus | Chemnitz University of Technology | Department of Marketing 9
2. Analysing the Marketing of the Blue Angel „Linked“ Communication „Agenda Setting“ Communication (aimed at all target groups) Communication aimed at Communication Disseminators Consumers aimed at consumers disseminators Actors in companies / administration Communication aimed at companies / administration Gaus and Zanger 2002 Hansjoerg Gaus | Chemnitz University of Technology | Department of Marketing 10
2. Analysing the Marketing of the Blue Angel 2003: „Aktion Blau“ (Event-based Communication Platform ) Hansjoerg Gaus | Chemnitz University of Technology | Department of Marketing 11
2. Analysing the Marketing of the Blue Angel Hansjoerg Gaus | Chemnitz University of Technology | Department of Marketing 12
2. Analysing the Marketing of the Blue Angel Source: Die Welt, 3.6.2003 Hansjoerg Gaus | Chemnitz University of Technology | Department of Marketing 13
2. Analysing the Marketing of the Blue Angel Paying Attention to the Blue Angel When Shopping (aided) 70 60 53 52 50 49 47 44 Total 40 40 39 Percent 38 West G East G 30 20 10 0 1993 1994 1996 1998 2000 2002 2004 2006 Source: Federal Ministry of the Environment/Federal Environmental Agency Hansjoerg Gaus | Chemnitz University of Technology | Department of Marketing 14
3. Factors of Success Benchmark BioSiegel: � Food label: products may be purchased for egoistic reasons (+) � Easy to understand (+) � Advertising budget (+) � Cooperation with manufacturers and retailers (POS marketing) (+) Hansjoerg Gaus | Chemnitz University of Technology | Department of Marketing 15
3. Factors of Success Benchmark FSC-label (Forest Stewardship Council): � Wood products: one issue label (+) � Easy to understand (+) � Community marketing/ Viral marketing (+) � Cooperation with manufacturers and retailers (POS marketing) (+) Hansjoerg Gaus | Chemnitz University of Technology | Department of Marketing 16
3. Factors of Success Blue Angel: � Complex portfolio of products and services (-) � Many products serve mainly altruistic motivations (-) � Low advertising budget (-) � Cooperation with manufacturers and retailers (POS marketing) (+?) Hansjoerg Gaus | Chemnitz University of Technology | Department of Marketing 17
4. Opportunities for Action Strengthening the Marketing of the Blue Angel � Advertising budget � Cooperation with manufacturers and retailers (POS marketing) � Co-Marketing � Community Marketing Hansjoerg Gaus | Chemnitz University of Technology | Department of Marketing 18
5. Conclusion: Potentials and Barriers The Marketing Management Process Situational Analysis Market research Strategic Marketing Planning Re-positioning? Philosophy, Positioning, Goals, Strategies Re-engineering? Operative Marketing Planning (Marketing Mix) Promotion Product Price Place Brand manager Marketing Implementation Performance measurement Marketing Controlling Hansjoerg Gaus | Chemnitz University of Technology | Department of Marketing 19
Thank you very much! Contact: hansjoerg.gaus@wirtschaft.tu-chemnitz.de
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