Marketing Eco-labels: The Example of the Blue Angel Hansjoerg Gaus - - PowerPoint PPT Presentation

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Marketing Eco-labels: The Example of the Blue Angel Hansjoerg Gaus - - PowerPoint PPT Presentation

Apr 11, 2024 14 likes •215 views

Marketing Eco-labels: The Example of the Blue Angel Hansjoerg Gaus Chemnitz University of Technology, Germany LCM 2007, Zurich August 28, 2007 Agenda 1. A Marketing Perspective on Eco-labels 2. Analysing the Marketing of the Blue Angel 3.

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Marketing Eco-labels: The Example of the Blue Angel

Hansjoerg Gaus Chemnitz University of Technology, Germany LCM 2007, Zurich August 28, 2007

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2 Hansjoerg Gaus | Chemnitz University of Technology | Department of Marketing

  • 1. A Marketing Perspective on Eco-labels
  • 2. Analysing the Marketing of the Blue Angel
  • 3. Factors of Success
  • 4. Opportunities for Action
  • 5. Conclusion: Potentials and Barriers

Agenda

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3 Hansjoerg Gaus | Chemnitz University of Technology | Department of Marketing

Building a Strong Brand With the Consumer:

  • A positive brand evaluation,
  • An accessible brand attitude, and
  • A consistent brand image.

Acceptance Retrieval from memory Knowledge

Source: Farquhar 1990, p. 8

  • 1. A Marketing Perspective on Eco-labels
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4 Hansjoerg Gaus | Chemnitz University of Technology | Department of Marketing

Eco-labels: Ideal-typical Response Hierarchy Awareness Knowledge Acceptance/Trust Attention Purchase

  • 1. A Marketing Perspective on Eco-labels
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5 Hansjoerg Gaus | Chemnitz University of Technology | Department of Marketing

Eco-labels: Ideal-typical Response Hierarchy Awareness Knowledge Acceptance/Trust Attention Purchase

  • 1. A Marketing Perspective on Eco-labels
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6 Hansjoerg Gaus | Chemnitz University of Technology | Department of Marketing

Explaining Attention to Eco-labels and Purchase of Labelled Products (Thøgersen 2000)

Source: Thøgersen 2000, p. 293

Knowledge Availability Paying attention to eco-labels Decision to buy eco-labelled products Motivation PCE Pro-environental attitude Belief in environment- friendly buying Trust

  • 1. A Marketing Perspective on Eco-labels
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7 Hansjoerg Gaus | Chemnitz University of Technology | Department of Marketing

Conclusions:

Main proposition: Eco-labels need professional brand management Besides similarities also particularities: Eco-label not purchased for its own sake Interaction between eco-label and labelled product (situation similar to co- branding) Multi-stakeholder situation (Blue Angel: political actors/disseminators companies/administration, consumers)

  • 1. A Marketing Perspective on Eco-labels
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8 Hansjoerg Gaus | Chemnitz University of Technology | Department of Marketing

The Marketing Management Process

Source: adapted from Meffert 2000, p. 14

Strategic Marketing Planning Philosophy, Positioning, Goals, Strategies Operative Marketing Planning (Marketing Mix) Promotion Product Price Place Marketing Implementation Marketing Controlling Situational Analysis

  • 1. A Marketing Perspective on Eco-labels
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9 Hansjoerg Gaus | Chemnitz University of Technology | Department of Marketing

Situational Analysis (2001):

  • 2. Analysing the Marketing of the Blue Angel
  • (Aided) Awareness (+)
  • Paying attention to the Blue Angel in the purchasing situation (-)
  • Willingness to pay higher prices for labelled products (-)
  • Consumers‘ ability to differentiate between the meaning of the Blue Angel

and other product labels without third-party evaluation (-)

  • Interest among manufacturers and retailers (-)
  • Freshening up consumers‘ attention and knowledge

Source: Federal Ministry of the Environment/Federal Environmental Agency; Gaus and Zanger 2002

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10 Hansjoerg Gaus | Chemnitz University of Technology | Department of Marketing

„Linked“ Communication

„Agenda Setting“ Communication (aimed at all target groups) Communication aimed at disseminators Communication aimed at consumers Communication aimed at companies / administration

Disseminators Consumers Actors in companies / administration

  • 2. Analysing the Marketing of the Blue Angel

Gaus and Zanger 2002

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11 Hansjoerg Gaus | Chemnitz University of Technology | Department of Marketing

  • 2. Analysing the Marketing of the Blue Angel

2003: „Aktion Blau“ (Event-based Communication Platform )

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12 Hansjoerg Gaus | Chemnitz University of Technology | Department of Marketing

  • 2. Analysing the Marketing of the Blue Angel
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13 Hansjoerg Gaus | Chemnitz University of Technology | Department of Marketing

  • 2. Analysing the Marketing of the Blue Angel

Source: Die Welt, 3.6.2003

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14 Hansjoerg Gaus | Chemnitz University of Technology | Department of Marketing

53 47 44 40 39 49 38 52 10 20 30 40 50 60 70 1993 1994 1996 1998 2000 2002 2004 2006 Total West G East G

  • 2. Analysing the Marketing of the Blue Angel

Paying Attention to the Blue Angel When Shopping (aided)

Percent

Source: Federal Ministry of the Environment/Federal Environmental Agency

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15 Hansjoerg Gaus | Chemnitz University of Technology | Department of Marketing

Food label: products may be purchased for egoistic reasons (+) Easy to understand (+) Advertising budget (+) Cooperation with manufacturers and retailers (POS marketing) (+)

  • 3. Factors of Success

Benchmark BioSiegel:

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16 Hansjoerg Gaus | Chemnitz University of Technology | Department of Marketing

Wood products: one issue label (+) Easy to understand (+) Community marketing/ Viral marketing (+) Cooperation with manufacturers and retailers (POS marketing) (+)

  • 3. Factors of Success

Benchmark FSC-label (Forest Stewardship Council):

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17 Hansjoerg Gaus | Chemnitz University of Technology | Department of Marketing

Complex portfolio of products and services (-) Many products serve mainly altruistic motivations (-) Low advertising budget (-) Cooperation with manufacturers and retailers (POS marketing) (+?)

  • 3. Factors of Success

Blue Angel:

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18 Hansjoerg Gaus | Chemnitz University of Technology | Department of Marketing

Advertising budget Cooperation with manufacturers and retailers (POS marketing) Co-Marketing Community Marketing

Strengthening the Marketing of the Blue Angel

  • 4. Opportunities for Action
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19 Hansjoerg Gaus | Chemnitz University of Technology | Department of Marketing

The Marketing Management Process

Strategic Marketing Planning Philosophy, Positioning, Goals, Strategies Operative Marketing Planning (Marketing Mix) Promotion Product Price Place Marketing Implementation Marketing Controlling Situational Analysis

  • 5. Conclusion: Potentials and Barriers

Market research Brand manager Performance measurement Re-positioning? Re-engineering?

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Thank you very much!

Contact: hansjoerg.gaus@wirtschaft.tu-chemnitz.de