Marketing Plan: Solve a Problem, Then Spread the Word

http://green.blogs.nytimes.com/2012/04/11/marketing-plan-solve-a-problem-then-spread-the-word/

The marketing of a product is a huge determining factor of its success in terms of sales. Regardless of how fabulous the product is, if the marketing efforts are lackluster, then not many people will be interested in buying the product. Green marketing has gotten a bad connotation because of two extremes. One is that green marketing targets the absolute environmentalists who will buy any environmentally friendly product. The second extreme is that green marketing is just a sham; marketers are just trying to make more sales so they "green wash" their products which makes people skeptical of the actual "green-ness" of the product.

So, marketers have turned to a new strategy. The marketing of green products now focuses on the products' practicality in solving a daily problem, and puts energy efficiency in a supporting role. An example of how successful this marketing strategy has been is seen through fluorescent light bulbs. Changing the brand from "Earthlight" to "Marathon" shifted how customers perceive the benefits of the bulb. Earthlight is more environmental, and Marathon is more practical and says that the product is long-lasting. However, the bulb is still facing consumer push back. Another example of a push back of green marketing is through fuel efficient cars. Fuel efficient and hybrid cars still have a hefty price tag on them, and consumers associate this combination with a long wait to see a return on their investment.

Marketers who are trying to sell a green product should first focus on the practicality and benefits of the product. People still need products that solve a problem, and that is their main need. There could be a possible shift in this perception where people want an environmentally friendly product as their primary need, but as of right now, this aspect of a product is still in a secondary role. Smart marketing will use the two in tandem to tout the environmental benefits as the problem solving aspect. Marketing is all about winning the customer over, and hopefully this new marketing strategy will satisfy the needs of the people and the environment at the same time.