Environmental
Marketing Mix©
With increasing consumer awareness of
environmental issues, companies are adapting
marketing strategies to minimise their impact on the
environment around them.
The environmental marketing mix© aims to maximise
profit without causing the environment detriment.
The traditional “marketing mix” does not take
environmental impact into account.
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Environmental
Marketing Mix©
When developing an environmental marketing mix, there are
a number of environmental questions a company has to ask
itself. These questions surround the following:

Environmental Product Strategy

Environmental Place Strategy

Environmental Pricing Strategy

Environmental Promotion Strategy
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Environmental
Product Strategy
Environmental product strategy questions will include
• What is the impact of our production, sourcing of materials
and packaging on the environment?
• Do our suppliers use energy efficient and environmentally
sound techniques?
• Do we over package?
• Is our packaging environmentally friendly and biodegradable?
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Environmental
Place Strategy
Environmental place strategy questions will include
• What is the environmental impact of getting our product to
our customers?
• Do we use an external distribution firm who’s fleet uses
bio-diesel? If not, should we source a firm who does so?
• Do we deliver during non-peak hours and reduce
congestion?
• Shall we make less deliveries for environmental reasons?
• Do we invest in environmentally friendly transport e.g.
trains, canals, and electric cars?
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Environmental
Pricing Strategy
Environmental pricing strategy questions will include
• Does our pricing encourage/enable our customers and
suppliers to take the environmentally friendly options?
• Does our pricing enable our company to choose
environmentally friendly strategies?
• Do we negotiate prices based on fair trade pricing
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Fair Trade
Fair trade pricing is becoming more important to the present
day consumer.
• Fair trade means that suppliers are given a “fair price” for
their products so that they can enjoy “better” working
conditions and sustain their communities.
• Non fair trade negotiations will involve organisations
securing the lowest price possible from suppliers without
regard to the supplier’s living conditions or the community
they live in..
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Environmental
Promotion Strategy
Environmental Promotion Strategy questions will include
• Are our promotions environmentally friendly?
• Do our advertising campaigns damage the environment?
eg A TV advert which requires the camera crew to fly to
the location where the advert is to be filmed.
• Is our advertising material environmentally friendly eg can
the flyers be recycled?
• Does our choice of celebrity (ies) suggest that we are
environmentally friendly?
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Environmental
Promotion Strategy
Choosing the right celebrity is important and can influence
the image of the organisation.
UK supermarket Sainsbury
Celebrity = chef Jamie Oliver,
Reason = the need for healthy eating.
If Sainsbury’s are promoting themselves as an
environmentally friendly organisation they will need to
ensure that the celebrity endorsing their products does not
engage in environmentally “unfriendly” activities. Even if their
primary reason for employing Jamie is to promote healthy
eating.
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Environmental
Marketing Mix©
As with all corporate social responsibility whether an
organisation is viewed as an environmentally friendly will
depend on the view of the consumer, media, suppliers and the
market place. The decision for the organisation is how far will
they go in attempting to convince us all about their “green”
credentials.
Environmentally friendly
Carbon footprint offset
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