In many of the recent articles on green marketing, they address some basic strategies, often not known, for appealing to the green consumer. One of the more recent articles by on green marketing (Forrester Research) addresses the fact that in the electronics category there is room for some to create the “Prius” product. It’s an interesting leadership position to occupy.
While many recent articles on green marketing suggest just focus on a being one step ahead of your competitor, this one suggests taking it one step further to being the leader in your category. In most product categories there will be three major positions once everything shakes out—the first position, the second and the third. So to have the leadership position open in any category is quite amazing. With green being rather new in regard to its appeal to mainstream consumers, it doesn’t surprise that this leadership position in consumer electronics is still available.
Here is some other good information from this more recent article on green marketing appeal in consumer electronics:
“Many of the major consumer electronic manufacturers, including Apple, Dell, HP, Sony, and Toshiba, have taken early steps to green their operations and products. But moving forward, marketers and designers of consumer technology products and services will change product marketing and product design to embrace green principles like energy efficiency, lower-impact manufacturing, longer product life cycles, and recycleability.”
This is quite an interesting point addressed in this recent article on green marketing appeal.
"All the green efforts of consumer technology manufacturers so far have been one-size-fits-all: They are not targeted at a particular segment of consumers, but apply across the board to a company's products, manufacturing, and supply chain," said Mines. "We fully expect green technology consumers to further emerge as a target segment for style-conscious electronics manufacturers as the industry moves beyond beige-box design."
Although I have not addressed this subject in my recent articles on green marketing, look for me to be covering this topic further in future blog postings.
Helping You Understand and Profit from Consumer Health and Green Trends
Colette Chandler
