Specialised & Cause Related Marketing (SCM812S) UNIT5 GREEN Marketing SCM812S - Unit 5 - Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E., Lamb et. al) 2015 1 Unit Objectives Upon completion of this unit you will be able to: define green marketing demonstrate the nature and scope of green marketing distinguish and explain the difference between green marketing and societal marketing apply the marketing mix to green marketing discuss the misconceptions of green marketing demonstrate an understanding of competition in green marketing analyse and assess the importance of green marketing and why firms are using green marketing explain what carbon footprint is SCM812S - Unit 5 - Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E., Lamb et. al) 2015 2 Introduction During the late 1980s the term “Green Marketing” became one of the great business buzzwords, often spoken but rarely understood. Recently, and in addition to the economic and legal push factors, there is a strong pull towards green marketing from the marketplace. Green marketing can be said to be a style of marketing which has arisen in response to the increasing concern about the state of the global environment and the life it contains (including human life). Many finite resources are being used at rates that cannot be sustained indefinitely. SCM812S - Unit 5 - Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E., Lamb et. al) 2015 3 Defining Green Marketing Green Marketing (also known as environmental marketing and ecological marketing) is the marketing of products that are presumed to be environmentally safe. Thus green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. Yet defining green marketing is not a simple task where several meanings intersect and contradict each other; an example of this will be the existence of varying social, environmental and retail definitions attached to this term. Green Marketing is defined as the management process responsible for identifying, anticipating and satisfying the requirements of customers and society, in a profitable and sustainable way (Peattie, 1992, p. 11) SCM812S - Unit 5 - Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E., Lamb et. al) 2015 4 Scope and Nature of Green Marketing Unfortunately, a majority of people believe that green marketing refers solely to the promotion or advertising of products with environmental characteristics. Terms like phosphate free, recyclable, refillable, ozone friendly, and environmentally friendly are some of the things consumers most often associate with green marketing. While these terms are green marketing claims, in general green marketing is a much broader concept, one that can be applied to consumer goods, industrial goods and even services. For example, around the world there are resorts that are beginning to promote themselves as "eco-tourist" facilities, i.e., facilities that "specialise" in experiencing nature or operating in a fashion that minimises their environmental impact. Thus green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. SCM812S - Unit 5 - Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E., Lamb et. al) 2015 5 Example of a Green Ads. SCM812S - Unit 5 - Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E., Lamb et. al) 2015 6 Examples… SCM812S - Unit 5 - Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E., Lamb et. al) 2015 7 Sustainable Marketing Sustainable marketing is revolves around the philosophy of creating “sustainable economic development” which is defined as a development which meets the needs of the present without compromising the ability of future generations to meet their own needs. This is primarily about limiting the throughput (use) of resources while making the most efficient use of the resources available in the environment. For example to ensure sustainable development in Namibia issues such as water access, education, finance, markets, biodiversity, deforestation, etc. need to be addressed. SCM812S - Unit 5 - Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E., Lamb et. al) 2015 8 Sustainable Marketing Contd’… Environmental sustainability attempts to maintain or prolong the physical environment in the face of development. Essentially though the use of renewable rather than finite raw materials as well as the minimization and eventual elimination of polluting effluents and toxic or hazardous waste. Sustainable Marketing contributes to the goal of environmental sustainability by considering environmental issues and reducing environmental damage by creating, producing and delivering sustainable solutions while continuing to satisfy the needs of customers and other stakeholders. SCM812S - Unit 5 - Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E., Lamb et. al) 2015 9 Cont’d… Thus, sustainable marketing is a broader management concept which focuses on addressing the “triple bottom line” (People – enriching their social capital; Planet –protect and restore the environment; Prosperity – generating prosperity or wealth for the organisation and its stakeholders) by creating, producing, and delivering sustainable solutions with higher net sustainable value, at a profit whilst continuously satisfying customers and other stakeholders. Sustainable Marketing comprises of several dimensions among others: Green Marketing and the encouraging Socially Responsible Consumption Practices by consumers (Societal/social Marketing). SCM812S - Unit 5 - Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E., Lamb et. al) 2015 10 Societal Marketing Vs Green Marketing According to Ken Peattie, green marketing like societal marketing considers the needs of society as well as those of consumers. However, Green Marketing differs from the conventional style of societal marketing in four key ways: a. It has an open-ended rather than long-term perspective. b. It focusses more strongly on the natural environment. c . It treats the environment as something which has an intrinsic value and above its usefulness to society d . It focusses on global concerns rather than those of particular societies. SCM812S - Unit 5 - Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E., Lamb et. al) 2015 11 Practices that enhance Societal/Social Marketing Set behavioural goals; Base the intervention on prior consumer research Use theory to guide the strategy The strategy needs to be insight-driven-getting a deeper understanding of what moves and motives the consumer Apply the principles of segmentation and targeting Use the whole of the marketing mix Create attractive motivational exchanges with the target group Address the opposition to the desired behaviour SCM812S - Unit 5 - Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E., Lamb et. al) 2015 12 The E4 Marketing Strategy for green and social marketing In E4 Marketing, we use a combination of Content Marketing, Organic search, Display Adverts & a well planned Social Media Strategy SCM812S - Unit 5 - Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E., Lamb et. al) 2015 13 Green Consumer Segments The green market comprise a number of different segments: True Blue Greens (9 per cent): True blues have strong environmental values and take it upon themselves to try to effect positive change. They are over four times more likely than other market segments to avoid products made by firms that are not environmentally conscious. Greenback Greens (6 per cent); Greenback differ from True Blues in that they do not take the time to be politically active. But they are more willing than the average consumer to purchase environmentally friendly products. Sprouts (31 per cent): Sprouts believe in environmental causes in theory but not in practice. Sprouts will rarely buy a green product if it means spending more, but they are capable of going either way and can be persuaded to buy green if appealed to appropriately. SCM812S - Unit 5 - Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E., Lamb et. al) 2015 14 Cont’d… Grousers (19 per cent): Grousers tend to be uneducated about environmental issues and cynical about their ability to effect change. They believe that green products cost too much and do not perform as well as the competition. Basic Browns (33 per cent): Basic Browns are caught up with day-to-day concerns and do not care about environmental and social issues. SCM812S - Unit 5 - Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E., Lamb et. al) 2015 15 Key Issues Green/Sustainable Marketing In order to be successful in green/ sustainable marketing, an number of issues need to be considered: Population (increase) pressure- the ever increasing population is placing pressure on the available natural resources (directly or indirectly) Production and consumption –population growth leads to increased level of production and consumption Globalization – may contribute to child labour (exploitation) in outsourced factories Global warming and climate change – a quadrupling of carbon dioxide (CO2) emissions over the last 50 years has raised concerns about the potential for global warming and climate change. To avoid irreversible consequences it has been internationally agreed that two forms of preventive action are required, namely the reduction of CO2 emissions and a ban on the use of chlorofluorocarbons (CFCs). SCM812S - Unit 5 - Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E., Lamb et. al) 2015 16 Cont’d… Ozone depletion – CFCs and greenhouse gases deplete the ozone layer letting through increased levels of harmful ultraviolet radiation (UV rays), with potentially devastating health effects. The global response began in1987 with the Montreal Protocol. Acid Rain – Air pollution as a result of Sulphur-dioxide (SO2) Genetic Engineering – The use of genetically modified organisms (GMOs) as a means of increasing crop yield has been suggested as an important contribution to reducing world hunger. Critics point to the potentially disastrous effects that any mistake would have, if there were unintended flows of genes and characteristics between species or unforeseen impacts on the balance of natural systems. Loss of Habitats and species diversity - biological diversity is the wealth of life – plants, animals, micro-organisms and the genes they contain. All this is maintained by a range of different habitats. Retaining this diversity is essential for many reasons. It allows us to adapt crops and livestock to changing conditions and to retain the yet unknown medical applications for many plant-based compounds. SCM812S - Unit 5 - Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E., Lamb et. al) 2015 17 Cont’d.. Political and Legal interest – the quality and complexity of social and environmental legislation faced by firms continues to grow. It is expected that companies and governments alike enforce the right to safe and healthy environment, while protecting a justifiable economic and social development through legislation and sustainable practices. SCM812S - Unit 5 - Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E., Lamb et. al) 2015 18 Corporate Social Responsibility and the move towards sustainability Corporate social Responsibility (CSR) is the actions of the firm to act in a socially responsible manner to protect and enhance the various stakeholders that have an interest in the firm, the community in which it operates, the environment that surrounds it and society. Although CSR is perceived as comprising altruistic (or charitable) actions by the firm without any expectation of an immediate financial return, sustainability/green practices should often be at the core of the firm’s business model/operations. For example, General Motors managed to reduce their costs by over N$12 million annually entering into a reusable container program with its suppliers. SCM812S - Unit 5 - Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E., Lamb et. al) 2015 19 Stages in the move towards sustainable/Green Excellence Sustainable excellence policy Single sustainable product SCM812S - Unit 5 - Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E., Lamb et. al) 2015 Sustainable product range 20 Sustainable production Green Marketing Misconceptions Like most new concepts, green marketing has been the subject of a number of doubts and misconceptions which have helped to confuse both marketers and consumers Peattie, K. (1992). You have to be green to practice green marketing. It has been suggested that to be a green marketer, you must be personally committed to environmentalism. This is not true. A marketer’s responsibility is to meet the needs of his or her customers. If customers demand greener products and services, marketers should provide them. Green marketing is a fad which will soon go out of fashion. Environmental and social problems will not go away. Environmental concerns are unlikely to “go out of fashion”, and they are rapidly becoming an integral part of the way companies conduct their SCM812S - Unit 5 - Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E., Lamb et. al) 2015 21 Cont’d… You cannot claim to be green unless your products are totally sustainable. Companies and their products are relatively green, in the same way that they are relatively expensive or relatively highperformance. Improving environmental performance is always expensive. Going green always often involves investment and expense, but it can also produce savings from reducing waste, using energy and raw material efficiently and utilising by-products Greening is for larger companies. Large companies are more usually cast as the environmental villains, but green issues are still very relevant to the small company Green issues affect manufacturers but not service companies. The idea that service businesses are: smoke-free” and that the Green marketing is only of interest in developing countries, and during an economic upswing. Concern for the environment is not relevant to countries struggling to develop, and quickly evaporates in developed countries during recessions. SCM812S - Unit 5 - Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E., Lamb et. al) 2015 22 The Green Marketing Mix A model green marketing mix like conventional marketing contains four "P's" being product, price, promotion and place. Additional social marketing Ps that are also used being publics, partnerships, policy and purse strings (Kotler & Lee, 2005): SCM812S - Unit 5 - Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E., Lamb et. al) 2015 23 Cont’d… Product A business should offer ecological products which not only must not contaminate the environment but should protect it and even liquidate existing environmental damages. Price Prices for such products may be a little higher than conventional alternatives. But target groups are willing to pay extra for green products. Place A distribution logistics is of crucial importance; main focus is on ecological packaging. Marketing local and seasonal products e.g. vegetables from regional farms are more easy to be marketed as green than imported products. SCM812S - Unit 5 - Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E., Lamb et. al) 2015 24 Cont’d… Promotion Communication with the market should put stress on environmental aspects, for example that the company possesses a CP(certificate policy) or is ISO 14000 certified. This may be publicised to improve a firm’s image. Furthermore, the fact that a company spends expenditures on environmental protection should be advertised. Third, sponsoring the natural environment is also very important. And last but not least, ecological products will probably require special sales promotions. Publics Effective Social Marketing knows its audience, and can appeal to multiple groups of people. Public is the external and internal groups involved in the program. External publics include the target audience, secondary audiences, policymakers, and gatekeepers, while the internal publics are those who are involved in some way with either approval or implementation of the program. SCM812S - Unit 5 - Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E., Lamb et. al) 2015 25 Cont’d… Partnership Most social change issues, including "green" initiatives, are too complex for one person or group to handle. Associating with other groups and initiatives to team up strengthens the chance of efficacy. Policy Social marketing programs can do well in motivating individual behaviour change, but that is difficult to sustain unless the environment they're in supports that change for the long run. Often, policy change is needed, and media advocacy programs can be an effective complement to a social marketing program. Purse Strings How much will this strategic effort cost? Who is funding the effort? SCM812S - Unit 5 - Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E., Lamb et. al) 2015 26 Competition in Green Marketing Competition which is a defining characteristic of business, also has resonance for green marketers. Competitive analysis can help marketers think more effectively about their clients’ needs. In many cases firms observe competitors promoting their environmental behaviours and attempt to emulate this behaviour. In some instances this competitive pressure can cause an entire industry to modify and thus reduce its detrimental environmental behaviour. SCM812S - Unit 5 - Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E., Lamb et. al) 2015 27 Why is Green/Sustainable Marketing Important? According to Polosky, the question of why green marketing has increased in importance is quite simple and relies on the basic definition of Economics. "Economics is the study of how people use their limited resources to try to satisfy unlimited wants." Thus mankind has limited resources on the earth, with which she/he must attempt to provide for the worlds' unlimited wants. In market societies where there is "freedom of choice", it has generally been accepted that individuals and organisations have the right to attempt to have their wants satisfied. As firms face limited natural resources, they must develop new or alternative ways of satisfying these unlimited wants. Ultimately green/sustainable marketing looks at how marketing activities utilise these limited resources, while satisfying consumers wants, both of individuals and industry, as well as achieving the selling organisation's objectives. SCM812S - Unit 5 - Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E., Lamb et. al) 2015 28 The Role of Marketing in Green or Sustainability Practices As with the marketing of any product (or idea), the precise role of marketing in responding to the sustainability issues will vary among firms. For example, it is relatively easy to market energy efficiency (fluorescent) bulbs because their higher price (compared to conventional bulbs) is offset by lower electricity costs. Compare this to the marketing of a Toyota Prius (a full hybrid electric mid-sized hatchback car), where the running costs of this environmentally friendly vehicle will never be able to offset the initial purchase costs. In markets characterised by green pressure from customers, marketers may lead the move towards more sustainable/green products, services and strategies. In essence, the marketing of sustainable/green products should resonate with the values of the target market. SCM812S - Unit 5 - Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E., Lamb et. al) 2015 29 Why are Firms using Green Marketing? When looking through the literature there are several suggested reasons for firms increased use of green marketing. Five possible reasons cited are (Peattie, 1992): Organisations perceive environmental marketing to be an opportunity that can be used to achieve its objectives; Organisations believe they have a moral obligation to be more socially responsible Governmental bodies are forcing firms to become more responsible; Competitors' environmental activities pressure firms to change their environmental marketing activities; and Cost factors associated with waste disposal, or reductions in material usage forces firms to modify their behaviour. SCM812S - Unit 5 - Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E., Lamb et. al) 2015 30 Examples of Green Marketing Practices in different Industries Hotel Restaurants Education Manufacturing *Greener building/ construction materials, i.e. easy degradable materials *Natural lighting Recycling food; Fruits, Plastic, Solar heaters Paperless offices, Solar energy; power saving computers/print ers/monitors Greener manufacturing processes and materials, reduction of CO2 emissions, SCM812S - Unit 5 - Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E., Lamb et. al) 2015 31 Carbon Foot-printing When you drive a car, the engine burns fuel which creates a certain amount of Carbon dioxide (CO2), depending on its fuel consumption and the driving distance. When you heat your house with oil, gas or coal, then you also generate CO2. Even if you heat your house with electricity, the generation of the electrical power may also have emitted a certain amount of CO2. When you buy food and goods, the production of the food and goods also emitted some quantities of CO2. Carbon footprint describes the environmental impact of carbon emissions by a particular individual or organisation's lifestyle or operation, measured in units of carbon dioxide. Carbon footprint is therefore a measure of the amount of carbon dioxide is released into the atmosphere (greenhouse gases) by a business, society, or individual through day-to-day activities over a given period. Greenhouse gases (GHGs) can be emitted through transport, land clearance, and the production and consumption of food, fuels, manufactured goods, materials, wood, roads, buildings, and services. SCM812S - Unit 5 - Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E., Lamb et. al) 2015 32 A carbon footprint is composed of two parts, a primary (direct) and secondary (indirect) footprint. The primary footprint is the sum of the direct carbon dioxide emissions of burning of fossil fuels, like domestic energy consumption by furnaces/stoves/ovens/heaters and waters heaters, and transportation, like automobiles and airplane travel. The secondary footprint is the sum of indirect emissions associated with the manufacturing and product breakdown structures production (e.g. motorcycle product breakdown = engine, frame, suspension , transmission, handlebar, wheels, head , seats, brakes, battery, headlights, shocks, etc.) , services and food an individual or business consumes. Most of the carbon footprint emissions for the average household come from "indirect" sources, i.e. fuel burned to produce goods far away from the final consumer. These are distinguished from emissions which come from burning fuel directly in one's car or stove, commonly referred to as "direct" sources of the consumer's carbon footprint. SCM812S - Unit 5 - Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E., Lamb et. al) 2015 33 Activity Distinguish the different sources of carbon foot-printing from the following examples: factory smoke car smoke cigarette smoke SCM812S - Unit 5 - Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E., Lamb et. al) 2015 34 Namibian Framework/Policy on Emerging Renewable Resources Management The Namibian government is concerned with the effect of carbon footprint as well as the sustainable use and management of the environment. To this end several policies have been formulated and one of them is the policy on renewable resources management. The policy document on Renewable Resources Management states that the promotion of the use of renewable energy will be driven through the establishment of adequate institutional and planning framework, the development of human resources, public awareness and suitable financing systems. In an effort to meet these goals, a number of projects and programmes were initiated, implemented and facilitated by the Government and through partnerships with developmental organisations and the private sector. SCM812S - Unit 5 - Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E., Lamb et. al) 2015 35 Disadvantages of a Sustainable/Green Marketing Approach Although sustainable/Green marketing practices can be a source of sustainable competitive advantage for firms when consumers associate these actions as being socially responsible, the outcome of these actions on the perception of the firm is uncertain. One study found that, the fact that a firm follows ethically sound business principles does not mean that the consumers will buy that firm’s products if the products do not meet the consumer’s minimum standards in terms of quality. The extent to which green and socially-responsible marketing practices impact consumer behaviour will depend on the nature of the business. For example, a firm manufacturing chemicals and discharging toxic effluents into a recreational river, will be under a lot more pressure to embrace environmentally-friendly manufacturing principles than Eskom/Nampower which is said to releases toxic coal fumes into the environment in its production of electricity SCM812S - Unit 5 - Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E., Lamb et. al) 2015 36 Cont’d… In 1993, the Ministry of Mines and Energy launched a programme for the “Promotion of the Use of Renewable Energy Sources in Namibia”, which was supported by the Deutsche Gesellschaft für Technische Zusammenarbeit (GTZ) GmbH. In 1996 the Government launched the first solar revolving fund under the Home Power Project with support from Renewable Energy for African Development (REFAD) a US-based development organisation. Under this project, loans were granted to interested rural households for the purchase of photovoltaic solar home systems (SHS) in order to ensure the systems affordability for the entire nation and over 600 units were sold through the programme. This was a first step to address the financing barriers associated with renewable energy technologies. SCM812S - Unit 5 - Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E., Lamb et. al) 2015 37 Cont’d… Subsequent programmes followed and these include the giant Namibia Renewable Energy Programme (NAMREP) supported by the Global Environment Facility (GEF) through the United Nations Development Programme (UNDP) and the Danish Government funded Renewable Energy and Energy Efficiency Capacity Building Programme (REEECAP). The Renewable Energy and Energy Efficiency Institute (REEEI) was established to facilitate and conduct research into and promote renewable energy (RE) and energy efficiency (EE). All these and other developments have seen a big surge in both demand and installations of renewable energy technologies, especially solar home systems for solar electricity. Other technologies such as solar water pumping and solar water heating have equally benefited. Despite all these efforts, the contribution of renewable energy to national energy mix is still negligible. SCM812S - Unit 5 - Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E., Lamb et. al) 2015 38 Activity In your opinion, why do you think that despite all the above-mentioned efforts, the contribution of renewable energy to national energy mix is still negligible? SCM812S - Unit 5 - Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E., Lamb et. al) 2015 39 Case Study O&L Group of Companies Observes Earth Hour Windhoek, 27 March 2014 - The Ohlthaver & List (O&L) Group of Companies will take the lead when it observes ‘Earth Hour’ this Saturday, 29 March 2014 by switching-off all its non-essential lights. O&L Group Manager: External Relations, Roux-ché Locke said: “In support of ‘Earth Hour’, our aim is to promote the event, create awareness and challenge our employees to observe the event in their individual capacity by sharing their ‘earth hour observations’ with the rest of the world via social media as well as at our internal forums and publications.” SCM812S - Unit 5 - Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E., Lamb et. al) 2015 40 Earth Hour is scheduled to take place this Saturday, 29 March 2014 from 20h3021h30 with the aim to ‘go green’ for an hour in order to raise awareness about global warming. Locke advised that the O&L Group is in the process to kick-off an O&L Environmental Campaign that would run from April through to December 2014. “As part of our vision - which is ‘to be the most progressive and inspiring company’ and purpose ‘Creating a future, enhancing life’ - we aim to have a positive carbon footprint by 2017 and as such we pay particular focus on Energy Saving within the O&L Group. A great example of that is the recent launch of Africa’s Largest Solar Rooftop through our sister companies, Namibia Breweries Limited and O&L Energy. For us here at O&L, it is much more than just the 1 Hour commemoration as we are driven and inspired by our long-term vision, purpose and values like ‘We do the right things right’ and ‘Naturally today for tomorrow”, concluded Locke. For more information, visit Required: Analyse the above article to determine how O&L is carrying out green marketing. What are the possible lessons with regards green marketing can you learn from the above? SCM812S - Unit 5 - Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E., Lamb et. al) 2015 41 END OF UNIT 5 SCM812S - Unit 5 - Efigenia Semente PON, Source (Adkins & Peattie, Kottler, Lee, COLL Guide, Simataa E., Lamb et. al) 2015 42