Successful case of green marketing 1: Mengniu
1. Case introduction and questions Proposed
Case: Recycling of aluminum-plastic packaging boxes of Mengniu Group
Recycling situation of aluminum-plastic packaging boxes:
Environmentalists admit that the waste packaging recycling system is the most A headache. The recycling rate of large and medium-sized cities with polyethylene aluminum-plastic composite packaging material recycling technology companies is less than 20%. The problem that generally plagues these companies is the insufficient number of Tetra Pak recycling; the recycling rate of small and medium-sized cities without recycling companies It is even lower; the third and fourth tier markets in urban and rural areas give it away for free to those who collect waste. It can be seen everywhere on the roadside and beside the ditch. It is not easy to degrade, and there are many problems.
The Olympics are only more than a year away. Although Mengniu has not obtained the right to cooperate with the Olympics, it can still make full use of the marketing opportunities brought to the company by the Olympic business opportunities without infringement. If you miss it, there won’t be such a good carrier with such great appeal.
Each selling point: a box of milk bundled with each item, and a box of tissues for each item. The promotion itself feels a bit thankless (in people’s impression, only low-end products are promoted as gifts) ), exchanging milk in packaging boxes in the name of environmental protection can better reflect the company's social responsibility and the value of Mengniu products (Mengniu does not give them away easily).
heart, thereby winning the corporate brand image and consolidating consumers' recognition of the company's value.
II. Overview of Green Marketing Theory
What is green marketing? It is a new marketing concept and a new leap in human marketing activities across the century. Professor Ken Peattie of the University of Wales in the United States once pointed out: Green marketing is a management process that can identify, anticipate and meet the social needs of consumption, and can bring profits and sustainable operations. ?From the essential connotation, corporate green marketing means that an enterprise takes the concept of environmental protection as its operating guiding ideology, takes green consumption as its starting point, and takes green culture as the core of its corporate culture. On the premise of meeting consumers' green consumption needs, it strives to achieve corporate goals marketing activities. It is a further expansion and in-depth extension of traditional marketing. It is also more profound and contemporary than traditional marketing.
1. The difference between green marketing and traditional marketing:
First of all, traditional marketing methods focus on stimulating consumption and allowing it to expand infinitely, that is, enterprises seek benefits on the largest scale and consume Consumers tend to obtain more goods at the same price, which ultimately leads to a serious waste of resources; green marketing is different. It highlights the green, environmentally friendly, harmless and effective product consumption process. What enterprises pursue is consumer demand and effectiveness. Unification of demand and maximization of marginal benefits of resource utilization.
Secondly, traditional marketing emphasizes the use of various means to achieve marketing goals, but ignores the negative impact of marketing means; while green marketing emphasizes that marketing means must be harmonious and coordinated with the natural environment and social environment in management, so as to Conducive to the healthy development of the environment.
In fact, the marketing of green products is not a simple concept. Enterprises should formulate their own green marketing strategies based on consumer characteristics, product characteristics and market competition conditions.
Successful Case of Green Marketing 2: Galanz
On July 5, 2006, Galanz launched the "Green Recycling of Used Home Appliances" Light Wave Upgrade Trade-In Activity in Beijing, covering any brand in the hands of consumers The used household appliances can be exchanged for 30-100 yuan, which can be used to purchase some models of Galanz microwave ovens and small household appliances. At the same time, Galanz cooperates with professional environmental protection companies to carry out environmental protection treatment of the recycled scrap small household appliances, making its own contribution to the Green Olympics. .
After the event was launched, daily sales in the Beijing market exceeded 1,000 units for three consecutive days, and sales of high-end light wave ovens increased by 69.6% year-on-year. Beijing TV Station, Beijing Evening News, Beijing Youth Daily, China Youth Daily, Beijing Times, Beijing Entertainment News, China Business News, etc. all followed up and reported on the event. Subsequently, the activities spread to more than 10 cities including Shandong, Fujian, Liaoning, Yunnan, Jilin, and Chongqing. Galanz's "Green Recycling of Used Home Appliances" activity became a beautiful sight in the small home appliance market in the off-season of 2006. Red Sea Home Appliances staged "green marketing".
As a novice in marketing planning, how to turn an ordinary small business planning operation into a major event of concern to the industry? Here I will share some superficial experiences with you, and hope to gain advice from industry experts. Give advice.
1. Origin of the idea:
Since color TVs, refrigerators and other companies in the home appliance industry currently carry out "trade-in" activities in some cities, if our company simply carries out "trade-in" large-scale promotions in Beijing Activities will gradually lack novelty, and some consumers will develop resistance. Taking into account that China's relevant industry agencies have quietly brewed industry joint recycling actions due to the "Waste Electrical and Electronic Equipment Directive" (WEEE Directive) introduced and implemented by the European Union and have entered a critical moment. Beijing has also gradually entered the era of scrapping electronic and electrical products. During the peak period, this can be regarded as an excellent marketing opportunity to elevate simple business activities to the height of environmental protection and corporate social responsibility.
Most households have some old household electrical appliances that are barely functioning or abandoned. To consumers, these items may be just tasteless, tasteless, and a pity to throw away, but in fact, they are much bigger. The trouble lies in the waste of resources and safety hazards it brings to families and society: used household appliances contain reusable resources and some toxic substances. If they are not handled properly, they will cause environmental pollution; if they are used reluctantly, they will consume too much power and There are serious safety risks.
Although Beijing’s current recycling and disposal activities are under preparation, they are still in a state of disorder. Standardized recycling and processing of used household appliances has become an urgent need for society.
Galanz takes the lead in implementing recycling and processing, which is undoubtedly an epoch-making step for the electrical appliance production industry. It not only finds a more practical and effective solution for protecting the environment, but also Urge other electrical appliance manufacturers to assume their due obligations as soon as possible, further demonstrating Galanz’s sense of social responsibility as an industry leader. In conjunction with the integrated communication of various powerful media, while strongly shaping the brand image of Galanz, the direct motive of holding this event is to replace the old with the new?, mainly promoting our company's replacement light wave-V8 and V9 series, so that the expansion of sales can also be successfully achieved.
In addition, because this activity is implemented and news disseminated in stages, the strong communication voice can continue until the warm-up stage of the National Day promotion activities, and is connected with the National Day activities, so that there will not be a vacuum of information dissemination; more Closer relations between Galanz and Beijing and central news media.
2. Background of the activity
1. With the EU environmental protection directive starting to be implemented on July 1, a joint recycling operation for waste household appliances by relevant Chinese agencies is in the process of being brewed. According to the "Beijing Daily", Beijing is expected to introduce management measures for the recycling and disposal of used household appliances. By then, a recycling system with sellers, community recycling stations and distribution markets as the main body will be established to collect the recycled waste household appliances into technologically advanced and economically reasonable places. treatment plant.
The China Household Electrical Appliances Association has also recently established a waste electronic and electrical appliance recycling branch, and the Ministry of Information Industry has also adopted corresponding measures in the Chinese market due to the EU's green environmental protection directives;
2. After more than ten years of development in the Beijing home appliance market, used electronic and electrical appliances have entered the peak period of scrapping;
3. Our company’s new flat-panel light wave V9 and other new products have recently been launched. Together with our company’s V8, etc., they can be sold in the Beijing area Strongly recommend the concept of "replacement of light waves";
4. Although some manufacturers in the home appliance industry currently carry out trade-in activities in some areas, the main products are concentrated on refrigerators, color TVs, and used small household appliances. recycling is a blind spot, but the market is very large.
3. Market environment analysis
1. Consumers’ worries
After careful analysis of consumers and market conditions through research, we made the following table :
Method, value, social identity, social benefit concept
Consumers themselves dispose and sell it to street recycling guerrillas for about 2-30 yuan, leaving no harmful substances behind and endangering society's sense of waste household appliances (especially Orphan household appliances) have no one to deal with them and get no attention
Participate in Galanz’s green recycling action and hand them over to Galanz for environmental protection treatment. 30-100 yuan supports the environmental protection action of the Green Olympics. Valuable materials are rationally utilized and harmful substances are separated. Environmental protection treatment promotes a new service concept and extends the service to the recycling of waste products
Analysis of the table found that: the activity can be recognized by consumers, first of all, it directly benefits consumers in terms of value, At the same time, participating in activities gives consumers a sense of social identity. According to Maslow's hierarchy of needs theory, people all have the desire to be respected and recognized. As long as we create a "green recycling of used home appliances" through the media, it is a major environmental protection public welfare action, and environmental protection is everyone's responsibility. From a social sense, we can attract socially responsible consumers.
2. Troubles of associations and environmental protection organizations in the home appliance industry
Through communication and side understanding with relevant leaders and departments of the China Household Electrical Appliances Association, we found that after the EU issued dual environmental protection directives, the Ministry of Commerce , the Ministry of Information Industry, the China Household Electrical Appliances Association and the environmental protection department are relatively passive. We are always guided by other people's standards. China also needs to have its own green standards to restrict and regulate foreign-funded enterprises and local enterprises, and effectively implement the "Green China Project" and environmental protection. However, relevant management measures and recycling methods are under preparation and have not yet been released. At the same time, after more than ten years of competition and development in China's home appliance market, a large number of "orphan home appliances" have appeared, and there is an urgent need for companies to take on social responsibilities.
After the launch of the Galanz event, Lu Renbo of the Market Research Institute of the Economic Research Center of the State Council, Chen Gang, deputy secretary-general of the China Household Electrical Appliances Association, and Hu Kanping, a core leading member of the non-governmental environmental protection organization Friends of Nature and an environmental expert, gave positive feedback to the event. Great support and guidance. Hu Kanping also urged Galanz to join the "Environmentally Friendly Enterprises" and demand itself according to the "Environmentally Friendly Enterprises" standards. The activities have received strong support and assistance from local home appliance associations and environmental protection bureaus wherever they go. After learning about Galanz's activities, Director Gao Yuan of the Publicity and Education Center of Liaoning Environmental Protection Bureau volunteered to promote Galanz and promote the smooth development of Galanz's activities in Liaoning.
3. The worries of media reporters
In 2006, the entire home appliance industry was not in good shape. One of the important manifestations was that there was no big move in media operations. Through communication and personal understanding with media reporters, many press conferences held during the off-season of the market in previous years have disappeared this year. The media is faced with the dilemma of having nothing to do with the news. At this time, when Galanz's home appliances were indifferent, it timely served the media with carefully prepared and rich raw materials.
After the attention and careful preparation of friends from the media, a feast with perfect color, aroma and taste is presented to consumers.
After the press conference, Beijing TV Station One's "Morning, Beijing" column broadcast about 4 minutes of news about Galanz's green recycling activities the next day. According to the column team, Beijing TV Station received a call from consumers that day. There are more than 1,000 consultation hotlines for readers, so the column team negotiated with Galanz to follow up and report on this event. Almost all core media in Beijing, including Beijing Evening News, Beijing Youth Daily, Economic Daily, China Youth Daily, China Business News, etc., carried extensive news reports on the event. People's Daily Online and China State Grid also invited Galanz spokesperson Zhao Weimin and environmental expert Hu Mr. Kanping chatted online and talked about the recycling and environmental protection of used household appliances. A strong green recycling atmosphere has formed throughout Beijing.
IV. Our company’s market analysis
1. Agents’ confusion
The market is weak, the terminal cannot ship, and a large amount of funds are occupied. Agents urgently need the market to move and speed up capital turnover. At this time, our company promptly proposes profit-sharing promotions, agents provide space, and our company proposes plans and high-altitude promotions to jointly take action. Be approved by the agent.
2. Our company’s business and terminal confusion
July to August have always been a slowdown in the small home appliance industry. Terminals cannot be shipped and agents have large inventories. Directly It is related to the shipping tasks of the business manager and the retail sales rate of the terminal. The market is highly hungry for activity.
5. Activity analysis:
1. Ordinary trade-in activities
2. Galanz green recycling action
6. Input-output ratio Analysis
Total investment in the activity: terminal material cost 4,260 yuan + media promotion investment 23,200 = 27,460 yuan
Input-output comparison
Monthly terminal sales volume of the activity increased year-on-year Year-on-year increase in shipments. Terminal incremental unit cost. Unit cost increased by 27,460 yuan, 12,234 units, 2,291 units, 3,600 units, 12 yuan and 2.2 yuan
7. Brief comment: How to turn a small enterprise plan into a major industry event
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1. Find the promotional blue ocean. In the home appliance industry, brands are doing trade-in almost every year, and everyone enjoys it, which shows that trade-in is indeed a powerful promotional tool. However, comparative analysis shows that the trade-in of the home appliance industry is mainly concentrated in large appliances such as refrigerators, washing machines, color TVs, and air conditioners. No one is involved in the small home appliance industry. The replacement frequency of small home appliances is generally higher than that of large appliances. Generally speaking, ordinary families will have one or two Used small household appliances that need to be replaced. The market is relatively large and it is a blue ocean in the field of promotion.
2. Re-sing old plays and make new tricks. Generally, trade-ins are usually for one's own brand, and the trade-in is directly used as the theme, and the media rarely reports on it. However, this trade-in activity of Galanz is not limited to brands, and adopts green and environmentally friendly processing methods in the final disposal, cleverly playing the green card, putting old bottles into new wine, and making new tricks.
3. Stay close to the big theme and grasp the key points. Whether a good event is successful or not, media attention is indispensable. To attract media attention, you must choose a good topic and grasp the key points. For this trade-in, we took full advantage of two opportunities: first, the EU's green environmental directives began to be implemented and domestic responses were made; second, the 2008 Green Olympics.
Not only does it bring "green" key points, it also transforms Galanz into a "green giant" in terms of green procurement, green production, green marketing, green recycling, etc., and creates a green consumption concept. Create an image of a socially responsible corporate citizen.
4. Hot spots focus and detonate popularity. Focus on many social hot spots and industry hot spots to form a focus and detonate popularity. Galanz’s trade-in activity focuses on industry hot spots? The EU environmental protection directive has taken effect, and the recycling of used home appliances has attracted unprecedented attention; media hot spots? No rice for cooking; consumer hot spots? Many waste home appliances need to be disposed; social hot spots? Green Olympics; manufacturer hot spots? Drive sales, Digest inventory and speed up turnover. The final focus, forming the focus? Green recycling of waste home appliances.
5. The three armies are working together and fighting for every inch of land. The three armed forces of the sea, land and air force work closely together to prepare for the group army battle. The Air Force? TV stations, newspapers, radio stations and other media carried out high-altitude bombings; the Navy? Major supermarket chains DM, newspapers and broadcasters fully mobilized, outdoor if possible, etc. to form a siege on consumers; the Army? Agents and our company's terminal team worked step by step. Outdoor activities, posters, single pages, banners, display racks, piles, etc. must compete for every inch of space.
8. Event Presentation
1. Terminal Materials
2. Press Conference Site
3. Galanz Spokesperson Mr. Zhao Weimin Interviewed by Beijing TV
4. Mr. Zhao Weimin, spokesperson of Galanz, was a guest on People’s Daily Online to talk about the recycling and environmental protection of used household appliances
5. Beijing Youth Daily’s report on the event
< p> 6. China Business News’ report on the event9. Expert evaluation
Lu Renbo (Deputy Director of the Institute of Market Economics, Economic Development Research Center of the State Council): Home appliance manufacturers pay attention to waste Electrical appliance recycling should indeed be and will be the general trend. According to the EU's environmental directive that forces home appliance manufacturers to recycle used products free of charge, if manufacturers fail to fulfill their obligations, they will be banned from selling their products. So even from this perspective, relevant home appliance manufacturing companies should "train" as early as possible. Following "green production, green manufacturing, and green supply", they should proactively focus on "green recycling" and let green concepts run through the entire enterprise industry chain. in every aspect and every detail.
Hu Kanping (famous private environmental protection expert, core leadership member of Friends of Nature, and executive deputy editor-in-chief of China Environmental Protection Magazine): As a private environmentalist, I am very happy to see the improvement of environmental awareness of Chinese private enterprises. Awakening and practicing it, Galanz is doing its best to build an environmentally friendly society while practicing "environmentally friendly enterprise" on its own. We will strongly support and supervise this action of Galanz.
Chen Gang (Deputy Secretary-General of China Household Electrical Appliances Association): In recent years, the China Household Electrical Appliances Association has been paying attention to the issue of recycling waste home appliances. Not long ago, the China Household Electrical Appliances Association established a waste electronic and electrical appliance recycling branch in response to the situation. However, the recycling and processing of used household appliances faces many problems: no technical support, unmatched policies, no recycling system, and overlapping administrations among government departments. There is still a lot of work to be done. How to break through, Galanz provides us with reference. Only if more companies like Galanz stand up and be good corporate citizens can our green home appliance projects be effective and produce results.