In today’s marketing class, we talked about sustainable marketing and a case analysis about Land Rover’s sustainable marketing campaign. After reading some other people’s blog about sustainable marketing and Land Rover, I start to be skeptical about if sustainable marketing can really help a company boost its sales.
Article:
http://www.businessweek.com/lifestyle/review-2012-range-rover-evoque-01102012.html
First we can watch 2 videos about the Land Rover’s sustainability campaign.
Although these two campaigns are inspiring and impressive, can they really contribute to Land Rover’s sales? Back to the questions we discussed in class today, I don’t really think that environmentally conscious consumers are going to be interested in buying Land Rover vehicles just because of sustainability. When buying a car, the word “sustainability” is not even in people’s considering process. When I was looking for some articles and comments about Land Rover Evoque online, people hardly even care about the car’s sustainability. Instead, What they commented is all about the shape, function and fuel-efficiency. “The Evoque, an all-new model that hit the U.S. market in October, is a great-handling little SUV with a stylish interior, plenty of zip, and class-leading fuel economy.”, commented by Thane Peterson. Therefore, I think the sustainability campaign actually cannot help a vehicle producer like Land Rover gain more market share and increase sales. In other words, the campaign is not a success.
However, the successful case of Tom’s Shoes is a totally different case. Purchasing a pair of shoes is not a big expense for anybody; therefore, the sustainable campaign can easily work and can be attractive enough for social activists.
Therefore, my point is, when trying to gain more market share and increase sales by applying sustainable marketing, we need to actually consider the industry facts.