One of rising marketing tactics is called Green Marketing. Green Marketing is one of marketing tactics that aims at promoting the environmental benefits of products, or a company’s sustainability initiatives. It continues to grow in popularity in sense that customers are increasingly integrating their environmental values into their purchasing decisions. Also, customers are willing to support companies which incorporate sustainability efforts into their product and service offerings.

For example, Scott had a great success in promoting its products by using Green Marketing. Scott launched a new line of toilet paper, paper towels, napkins, and wipes made from 40%–50% recycled content. The decision was based on research conducted on Scott’s value-minded customers: the research found that 86% are interested and 41% are very interested in products with recycled content.

Green Marketing became a mainstream, and this is really important because it helps companies promote their environment friendly products. Thus, it reduces the causes of global warming and other environmental problems or issues. Furthermore, it can be an opportunities for companies to have new market, and new target customers. Green marketing will allow companies to establish sustainable competitive advantage by reducing costs and emphasizing its social responsibility of firm.

Sources:

http://www.scottbrand.com/products/naturals

http://www.avsgroup.com/Resources/Articles/GreenMarketing.aspx

How did Kakao Talk become a great hit in South Korea? As a downloadable software application, developed in South Korea in 2010, Kakao Talk maintained its position as the No.1 mobile messenger application since many consumers viewed it as a must-have mobile application for smartphones users. Kakao Talk features services including one-on-one chats, group chats, and sending/receiving messages including photos, videos, and contact information. Currently, Kakao Talk counts approximately 70 million users, and this figure outnumbers the size of Korea’s population of 50 million. The reputation of Kakao Talk is rapidly spreading not just in South Korea but also all over the world. A statistic shows that its users spend an average of 43 minutes per day. The application is forcing us to examine its business model and marketing strategies that led to such great success. Without any doubt, Kakao Talk is an extraordinary important issue in terms of marketing.

KaKao Talk’s marketing strategy is focused on the characteristic of the messenger that allows users to enjoy instant communication; therefore, users invite their friends and this creates a positive domino effect. Users are offered free emoticons, decorations and games, which further encourages non-users to experience trials. Free services and user-friendly operations are more appealing to potential users. This communication chain led KaKao Talk to increase the number of users by dramatic figure within the short period of time and establish a broader user network. Another key point of their success is positive word of mouth spread by the users. Unlike other applications, Kakao Talk distributed free versions and updates. These strategies led the application to maintain a positive image, and users voluntarily market the application for their convenience of interaction with other people. The power of testimonials from satisfied users was tremendous enough to attract even more users. In addition, Kakao talk fulfilled many different users’ expectations through marking research. For example, Kakao Talk launched mobile games by affiliating with other game developers so that the users can compete with their friends through the online games.

Due to well-planned marketing strategies, Kakao Talk seems to continue to retain a solid foothold in the industry of mobile messenger.

Source:

http://www.arirang.co.kr/News/News_View.asp?nseq=142342&code=Ne2&category=2

http://www.kakao.com/talk/en