Following from my previous blog post, we can see more and more companies yearning to be identified and labeled among popular green companies. Sure coming up with a great product is one thing but how do big name brands go about making sure they are number one on the consumer list?
They use green marketing strategy. Let’s take the Toyota Prius hybrid cars for example. High in both greenable attributes and green development capabilities, Toyota has decided to use the five I’s of green marketing: intuitive, integrative, innovative, inviting, and informed.
Prices and specifications of the Toyota Prius hybrid cars were relatively higher than conventional cars fuel oil (BBM) because this eco-friendly technology was still relatively new in the world even though the concept car was developed in Japan when 1997. The Prius was developed as a response to concerns from the high society world about global warming being caused by high amounts of carbon dioxide released from motor vehicles. Today’s similar example could be Tesla’s electric cars.
The Toyota Prius concept car uses petrol and electric power sources. With innovative technology, this car is more fuel-efficient and most importantly, has lower exhaust emissions and is eco-friendly. Some related awards achieved by the Toyota Prius include being certified as a super ultra-low emission vehicle (SULEV) by the California Air Resources Board. This car was also named the Best Car in America in 2004 and amongst Europe’s best cars in 2005.
Toyota’s green marketing campaign has made the sustainable choice accessible and easy-to-grasp, combines technology and ecology, accurately informs buyers and mostly, importantly, makes buying the Prius an enjoyable and positive experience.
By conducting a green marketing campaign, the company automatically becomes unique and attractive to consumers willing to make an economic benefit, be truly sustainable or just be seen doing good.
Referenced from:
1) http://www.greenbiz.com/blog/2014/01/14/five-strategies-avoid-taint-greenwash-your-business
2) http://602communications.com/2011/08/how-emotional-marketing-turned-the-toyota-prius-into-a-social-revolution/