1. GREEN MARKETING “PACKAGING” Dr. Elif Okan Yolbulan, Yrd. Doç. Marketing Management GÜLÇİN ÖZER CİNGİZ 302 May, 2010

2. What is Green Marketing? There is a degree of confusion over the term “green marketing.” Some believe that it refers solely to the promotion or advertising of products with environmental characteristics such as “recyclable,” “organic,” or “environmentally friendly.” While these terms are widely used by “green” companies, green marketing is a much broader concept, one that can be applied to consumer goods, industrial goods and some services. Green marketing incorporates a variety of activities, including modifications to products, changes to the production and distribution processes, packaging changes, and modifications to marketing communications.

3. What to Do  Minimize the Impact on the Environment  Set the Right Green Objectives  Demonstrate Social Responsibility  Comply with Legislation  Respond to Competitive Initiatives  Provide Accurate Environmental Information  Identify Products with Green Characteristics  Focus Product Development on Sustainability  Set Realistic Prices  Eliminate Unnecessary Packaging  Practice Greener Distribution  Promote Green Credentials Efficiently  Make It Easy for Customers to Be Green

4. What to Avoid  You Look for Green Competitive Advantage Without Responsibility With consumers, business customers, and government demonstrating increasing concern about environmental issues, companies recognize the importance—and potential benefits—of dealing with those concerns. Companies that market goods with environmentally responsible characteristics are likely to have a competitive advantage over companies without green credentials. However, there are also examples of companies who have made green claims without the responsible behavior to back up those claims. Communicating misleading information to gain market share is known as “greenwashing” and could create a backlash in terms of customer cynicism.

5. PACKAGING What is Packaging?  A product’s container, label and graphic design.  Packaging is concerned with more than merely containing the product.

6. Factors in the desing of packaging Protection of product Security Ease of transportation and storage Provision of product information Attractive visual display Convenience Economic/cost considerations Legal considerations Promotional value Environmental suitability

7. E.P.I.C. by ACNielsen There are four dimensions for affecting consumers with packaging;  Empathy  Persuasion  Impact  Communication

8. Packaging as a silent salesman! But environment?

9. Packaging has become an environmental issue for marketing for a number of reasons:  Packaging is a major component of domestic waste and therefore an important contribution to landfill.  Discarded packaging is very visible as litter.  Packaging reduction initiatives can reduce the environmental impact of a product while also saving companies money. Retailers also play a role in reducing packaging waste by encouraging suppliers to minimize excess packaging or offering customers “shopping bags for life” to reduce the volume of plastic bags.

10. Packaging is really important; If …  Advertising budget is low,  Brand faithful is low,  Consumer behavior change in market.

11. “The Power of Good Packaging” Made mainly with paper from responsibly sourced, well-managed forests, good carton packaging conceals hidden powers. First, as a newly planted tree, it begins a lifelong work of absorbing harmful CO2 from the air and providing a home to countless species. Then, when harvested, the wood is used for a number of different things, from building logs to furniture. The leftover wood chips are turned into durable Tetra Pak carton packages - making the package light and the carbon footprint small. Once empty, cartons can be recycled, and the power is reborn.

12.  Proximity with consumer  Energy conservation in all markets  A brand is which care about eco-system “Tetra PAK is not only a company selling products; but also a brand which care of your life.” Message ?