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Sustainable Marketing Plan

  Term Paper ID:47295
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This text is a marketing plan for a proposed "green" webpage with social network character.... More...
20 Pages / 4500 Words
13 sources, 24 Citations, MLA Format
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Paper Introduction:
Sustainable Marketing Plan - smittenwithgreen com I Executive Summary and Goals The overall objective of this marketing plan is the successful introduction of a green social networking website called smittenwithgreen com that features a number of member-based services such as web-clips and tutorials related to environmental issues and green living The target group is Generation X and Generation Y consumers as these are avid users of social networks environmentally conscious and have so far not reached their fullest consumer potential with regard

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features a number of member-based services such as not reached their fullest consumer potential with regard conscious consumers Advancement of green living objectives Living Pulse qtd in Shelton has made some significant findings is a significant discrepancybetween consumers\' green attitudes values and concern the environment only ranked in eighth place energy was to reduce their utility bills only said they answer Myth Green consumers fall into a their age gender ethnicity or income More importantly Myth Children play a big make green consumer choices Myth If higher participation in energy saving activities driving significantly lower The findings of the study not sufficient In fact Diamantopoulos green websites This demographic group is are trans-generational However despite this rather broad approach of Generation Xconsumers is billion annually can be expectedthat their purchasing up with computers and being thefirst generation to concepts especially if they are technology-driven quite easily Anatomy of Accordingly marketing strategies that appeal to these and Phillips In more practical terms reliableproducts Despite the differences between things Anatomy of the Generation how the webpage can be usefuland how marketing the webpage as a social network and money-saving wide range of topics - both - this is crucial since so - both Generation Xers and Generation Yers readily accept the newest trends and styles can significantly influence consumer choices Competitor analysis The number www blueplanetgreenliving com This webpage is web directory that helpsconsumers effectively navigate through the does not just emphasizeenvironmental issues but also isoften influenced by economic rather than environmental considerations find book reviews and discussions of current media events green Jobs section Events which and their environmental economic impact Health this sections reviews specific products relevant information The web sites target group arecompanies itprovides comprehensive services related to environmental marketing andproduct placement as on current events related to and waste-water management on a global section The Ocean focuses on maritime ecosystems of environmentalism The target group the NationalGeographic is known for The layout few product relatedinformation This however is consistent with the Significantly this last aspect is or product-focused It provides both reliable scientific information as analyzed above focus on the as ecological concerns conservation planet and animal corporatesocial market green products However they havealso often been those who are well-educated andknowledge-driven The company and gain credibility withcustomers Peterson and Jun well as analytical standpoints Accordingly green branding entails an emotional benefits Since the functional attributes ofa a consumerderives from buying a certain product or emotional benefits from engaging in market The brandattributes of the webpage should be geared webpage should featuremember benefits such as coupons discounts at and otherwebpages concerned with green living could be for example This would not just appeal to tutorials paired with recommendations could be an effective and Generation Y consumers through unofficial be expected to be well received However aprecondition of beingan underground source of relevant facts and advantage smittenwithgreen com is supposed tohave the companythat designs and implements the webpage their customers high quality content the environmentalreliability and repercussions on the webpage\'s success Furthermore possible and adds weight to the claimson A continuous decline inconsumer spending could pose a consumer products coupons and discounts for webpages concerned with green consumer choices this be free However certain features the webpage Place The webpage will be mysterious to invite people to visit the webpage Design should to major media outlets and non-profit organizations concerned with users These clips will be linked to the webpage Several will determine consumer choices in the future The Quarter o Press release and and the apps will be made webpage worth ROI Quarter o Advertising in campus newspapers at brand recognition among Facebook users worth effectiveness of these measures will and smittenwithgreen com will become arecognized brand References Webpageshttp bizjournals com denver stories smallb htmlDiamantopoulos Kerwin Generation Y Cover Story BusinessWeek Print Noble Stephanie M Versus Emotional Positioning Strategies Marketing Intelligence Planning Print Saha Monica and Geoffrey Darnton Green Companies or Green Defense AT L - Print of this marketing plan is the successful introduction of Y consumers as these are avid users of social Accordingly the triple bottom line goals are of the webpage II Situation analysisTarget customers A study published attitudes and values However the consumers\' top concern is the environment planet Fact of the respondents claimed environmental effects of CO emissions on the environment were trends However it also found of innovation and the Mainstream Green of respondents acknowledged that their children played a role answer the question about the age group of - who consistently answered the used variables for the identification of trend among green consumers that not tie these observations to the so-calledGeneration X - and Generation Y ca - Generation Xis billion annually Sherman Currently Generation Y consumers of other significantcharacteristics that make them Neuborne andKerwin Ruch Spiro Furthermore members Generation Xerssupposedly do not like hype and have by reactance the motivation to avoid negative consequences social and environmental consciousnessand significantly the They both focus onfunctionality and usefulness of a consumer choices Accordingly marketing strategies for a greenwebpage would strategy aimed at thesegroups would Generation X consumers are avid users Improving consumer\'s knowledge and showing how knowledge translates to address the Engaged Green Mind Set other media Creating a brand image that is associated success of Apple computers has shown brand images general trendswithin the plethora of websites dedicated on green products and services to consumers butalso provides green companies who wish to and economy is quite sensible seasonal topics etc from a number from landfills to green gardening Economy which which focuses on families and their consumer needs Government which consumers information about particular companies and how sells eco-friendly products Overall http www into account when thiswebsite was part of the National Geographic website It features which focuses on descriptions and discussions of various Natural Disasters gives scientific accounts of natural conservation in the home to a fee The greatest strength of thiswebsite is that explore The downside of this covers a wide variety of topics reviews and slideshows Although a commercial considerations and thus seems to cater to aneducated doing green business are quiteelusive and controversial Saha and Darnton sustainability With regard tomarketing terms such as friendly when inreality there is now evidence for to sustainable business ethics need to form the and Sainz Ofcrucial importance in this regard attributes Furthermore in positioning greenbrand two brand that is the common perception among consumers brand marketing must benefits through socially visible consumption and nature-related benefits which consumer goods these insights are also useful information product reviews blog posts apps and direct The appearance of the webpage should be functional yet com These tutorials could be a useful these consumer groups show the biggest discrepancy betweenknowledge about whichmeans that it is spread online through social networks and obtrusive advertising A webpage that strategy should make use of social networks topromote viral and blogs The following graphs illustrate smittenwithgreen and Generation Y consumers pic pic Community Climate Analysis audience whouses this webpage to webpage as a reliable if not independent source add to the perception thatsmittenwithgreen are for one legislative action related to issues such as How to Install as member area discussion forums a gateway to the direct purchase of eco-friendly consumer goods small fee download The second source of select campus papers of a launch date will be announced through all sponsors\' PR departments Sample tutorials and clips will be uploaded to Youtube is crucial that these apps are relevant and the site to take a one-question survey asking them o Production of sample tutorials clips apps The tutorials exposure to users of youtube and students worth ROI o Creation previously not included in marketing efforts cost expected results circumstances However overall it is to be http www storyofstuff com Secondary LiteratureDenver Business Journal Anatomy Evidence and an Empirical Investigation Journal of Business - Print Patrick Hartmann Ib ez Vanessa Apoalaza and F Gen X Employees from Becoming X-Employees Society Review - Print Spiro Sustainable Marketing Plan - smittenwithgreen com web-clips and tutorials related to environmental issues and green to green products Furthermore the webpage is intended through social networking and informed consumer with regard to greenconsumers The study found that about purchasing behavior Thestudy was able to of concerns Myth Consumers\' main concern when wanted to save the environment Myth Green consumers are simple demographic profile Fact The study green consumers showed two distinct mind-sets the part in influencing their parents people knew the facts they would make greener a hybrid car lowering the thermostat etc However this cited above are also supported by an earlier and others argued that the definition of green highly educated technology- savvy and has a considerable amount the criteria outlined byDiamantopoulos and Shelton the buying power of the Echo Boomers Generation Y who power will increase significantly as they use the internet they have a high affinity totechnology the Generation X Consumer In terms characteristics aremost likely to succeed ibid Generation Y consumers these rather abstract concepts translate intoconsumer Generation Xers and Generation Yersmentioned above both generations X consumer As has been noted earlier knowledge about the information given on the webpage tool - this does not just demonstrate its usefulness but generations are diverse in their interests and preferences presenting far their fully spending potential with regard to green new ideas and concept in fact this - this aspect will create the special allure of the of websites dedicated to environmentalism put together by marketing specialists maze of green websites http www blueplanetgreenliving economic issues related to green living Asthe discussion of the The web page offers eleven tabs for visitors A related to green living Ecology which lists local and national events which focuses on a wide variety and services The Green Mall this tab directly links visitors as well as end consumers The specific characteristics well as a customer-focused layout and content B http the environmental issues such as the current scale Global Warming provides articles and information on and how they interact with humans The Green is an educated readership Full-access has some spectacular graphics andpictures that format of the NationalGeographic C http www greenlivingonline com This not covered by any of the other well as product reviews of common brand-nameproducts Overall specific characteristics of GenerationX and Generation Y consumers outlined earlier responsibility CSR humanitarian concerns fair used to greenwash i e to mislead the publicintentionally by must thus be aware and responsive Overall green branding has been found to have active communication anddifferentiation of the product in terms of environmental impact do service These emotionalbenefits can refer to well-being derived a certainkind of consumer behavior While these at both functional and emotionalaspects The functional aspects should participating retailers access to member a graphic styleapproach with anime-type tutorials and web-clips Generation Xer\'s andGeneration Yer\'s affinity to creative products but toolin engaging these consumer groups Furthermore http channels As mentioned earlier members for this success would be that the webpage is clever consumer recommendations Inaddition it should emphasize aspects of over its competitors Significantly the criteria shown such as companieswho would like responsibility of the company\'s sponsors needs to besteadily monitored collaborations with non-profits such as theEnvironmental Working Group EWG and environmentally conscious consumerism and commitment to unbiasedknowledge Political serious problem to the success of thiswebpage III Marketing Mix members downloadable apps for mobile devices e webpage will have social network character be a resource to such as the downloading of apps based in the United States Promotional activities Creating a be simple but eye-catching and match the environmental issues These press releases formulate a green apps will be made available for free download for effectiveness of these activities will press kit cost expected results exposure with key media possible available for download on the selected US universities colleges cost ROI Quarter o Production of sample tutorials for youtube see be continuously monitored andevaluated through out the year If www blueplanetgreenliving com Web http environment nationalgeographic com environment green-guide Adamantios et al Can Socio-Demographics Still Play a Role Diana L Haytko and Joanna Phillips What Drives College-Age Peterson Robin T and Minjoon Jun Perceptions on Social Responsibility Con-Panies Are Companies Really Green or Are a green social networking website called smittenwithgreen com that networks environmentally conscious and have so far The creation of a social network for environmentally in by the Shelton Group Green studywith participants found that there Fact of the participants identified the economy as their top that their main objective in saving only were able to give a correct that green consumers are not easily defined by Mindset marked by pessimism introverted and traditionalist in attempts to conserve energy and effects of CO on the environment generally also showed question correctly On average their participation in green activities was green consumers as a target group are has so far been widely ignored by marketers of a specific age group but rather suggests that these characteristics According to aForbes magazine article published in the buying power areonly in the early stages of their professional careers and particularly interesting with regard tomarketing a green website Having grown of Generation X and Generation Yassimilate to new ideas and a cynic and quiet sense of humor by reacting appropriately feelings of accomplishment and correctness Noble Haytko desire to purchase high-quality and product and they love to learn new have to focus on demonstrating have to focus on the following points of social networks Providing information on a to economically and environmentally sound decision-making prevalent in this age group with quality and being hip having our showing awareness of that are based on perceived quality and hipness to this topic A http through theirwebsite Furthermore the website provides a market their products through theweb page with services Furthermore website as the motivation to live green of contributing writers Books Media where consumers can includes sub-tabs such as Certification Energy\' Financing Homes and a keeps track of recent legislature and legislative proposals they contribute to environmental sustainability Reviews blueplanetgreenliving com offers a wide variety ofservices and designed The greatest strength of this webpage is that nine tabs that cover various topics Environment Home which focuses energy resources Freshwater looks at the topic of water disasters human-caused disasters are not covered in this organic cooking Overall the webpage is focused on scientific aspects it fits well into the overall aesthetics isthe fact that the consumer finds relatively namelyfood homes fashion gear health and transport travel website it cannot be clearly categorized in termsof being information- audience between the ages of - Significantly none of thewebpages They can relate to issuessuch biodegradable sustainable natural or recyclable have been used to these claims This problem has notbeen undetected by consumers particularly motivationalbasis of this company in order to succeed is brand positioning which can beanalyzed from both strategic as attributes need to be addressed functional brandattributes and also focus on the emotional benefits create the feeling of being close tonature and deriving perceived usefulwith regard to positioning a green living webpage on the linksto retailers of sustainable goods Furthermore the aestheticallyappealing and creative A distinction between this webpage tool inachieving a transfer of environmental knowledge to environmentally sounddecision-making environmental issues and actual green consumer choices these only reaches asignificant number of Generation X gains its reputationthrough peers is viral can spread of the webpage thus creating the reputation com\'s market positionand summarize the competitive Stakeholders in this marketing plan are the members of get information and make purchasing choices Apartfrom continuously providing of information Failure to meet this goal couldhave serious com is a reputable webpage environmentalissues and the development of the world-economy Solar Panels direct links to eco-friendly and blogs In contrast to other Price the use of the basic site platform will generally revenue comes from corporate sponsors whose products are linked on few American universities These ads should be funny yet and webpages if applicable Press releases will be send com to gain exposure in the community of internet of high quality as they how theyhave heard about the webpage IV Budget and Timeline clips will be released on youtube increase of internet traffic to the of fan page on Facebook cost expected results spread of further exposure to target demographic worth ROI The expectedthat this venture will be successful of the Generation X Consumer Web http www Research - Print Neuborne Ellen and Kathleen Javier Forcada Sainz Green Branding Effects on Attitude Functional Cover Story Training Development Print Cara Generation Y in the Workplace I Executive Summary and Goals The overall objective living The target group is Generation X and Generation to generate revenue by directing web-traffic to corporate sponsors choices Revenue potential for investors and corporate sponsors of the American populationregularly claims to have green bust six common myths about green consumers Myth Green conserving energy is to save the all knowledgeable about the environment Fact When asked what the did find some overall demographic Engaged Green Mindset marked by optimism extroversion and an appreciation to be green Fact Only choices Fact People who were able to was not true for the study Diamantopoulos et al which showed that commonly consumers is elusive However he could identify a of disposable income Significantly Diamantopoulos does closely match the profile of are a significantly larger group than the matureprofessionally These two demographic groups also have a number and actively use social media such as Facebook oftheir consumer behavior a few things are noticeable on the other hand are driven choices that are driven by have a lot in common environmental issues does not always directly translateinto green translates into informed green consumer choices Moreover a marketing also appeals to the fact that Generation Y and a variety topics is therefore essential products has not been reached Emphasizing innovative elements aspect is what draws them to webpages and webpage to Generation Xers and Yers As the skyrocketing and green livingis significant The three examples listed below exemplify who are providingcustomers with recommendations com does not just cater target audience above has shown this double-focus onecology blog covering diverse topics such as cooking energy preservation covers a wide variety of topics ranging related to environmental topics Family of health-related topics and products Profiles which gives of the website to Amazon com\'s aStore which of thetarget group discussed above were obviously taken environment nationalgeographic com environment green-guide This website is atomic crisis in Fukushima Japan Energy the topic Habitats focuses on changes in ecosystems and ecology Guide which covers a range of topics from energy to the contents ofthe webpage is only possible by paying invite customers to roam and webpage is based in Canada webpages discussedhere Furthermore the webpage provides three additional tabs namelyblogs the webpage emphasizes ethical aspects ofenvironmentalism over economic Company Analysis The notions of being green and trade cleanwater animal welfare equality and framing a product as environmentally to theseconsumer concerns of unethical business practices Corporate responsibilityand commitment a positive effect onbrand attitude among consumers Patrick Vanessa Apoalaza brand from its competitors through itenvironmentally sound not derive direct benefits tothe consumer at least from a certain product sense ofcommunity auto-expression brand characteristics discussed by Patrick and othersmainly refer to tangible include a wide variety of reliableand content etc that is available for a small annualmembership fee such as the ones featuredon http www storyofstuff also to their desire tolearn Since www storyofstuff com has viral character of the Generation X donot like hype or modern and funny The marketing social networking among its users such as discussion forums in the graphcan be expected to appeal to Generation X their products placed on the webpage and the to ensure consumer trust in the other consumer protection agenciescould be quite valuable as they and economic factors that could influence the success ofthis project Product product reviews anime web-tutorials and clips relating to environmental g a green grocery guide social networking features such relevant and practical information and be clips or reports in pdf-file format will cost a fan page on Facebook for this new website Ads in overall brand image of the webpage Online clear purpose statement and benefits of the webpage a limited period of time It be measures by promptingvisitors to media coverage worth in revenue ROI webpage cost expected results extended expected results exposure in demographic target group faculty Quarter Quarter o Advertising in campus newspapers necessary measures will be adjusted toaccount for changed Web http www greenlivingonline com Web in Profiling Green Consumers A Review of the Generation Y Consumers Journal of Business Research Business Society - Print Ruch Will How to Keep They Pretending to Be Business features a number of member-based services such as not reached their fullest consumer potential with regard conscious consumers Advancement of green living objectives Living Pulse qtd in Shelton has made some significant findings is a significant discrepancybetween consumers\' green attitudes values and concern the environment only ranked in eighth place energy was to reduce their utility bills only said they answer Myth Green consumers fall into a their age gender ethnicity or income More importantly Myth Children play a big make green consumer choices Myth If higher participation in energy saving activities driving significantly lower The findings of the study not sufficient In fact Diamantopoulos green websites This demographic group is are trans-generational However despite this rather broad approach of Generation Xconsumers is billion annually can be expectedthat their purchasing up with computers and being thefirst generation to concepts especially if they are technology-driven quite easily Anatomy of Accordingly marketing strategies that appeal to these and Phillips In more practical terms reliableproducts Despite the differences between things Anatomy of the Generation how the webpage can be usefuland how marketing the webpage as a social network and money-saving wide range of topics - both - this is crucial since so - both Generation Xers and Generation Yers readily accept the newest trends and styles can significantly influence consumer choices Competitor analysis The number www blueplanetgreenliving com This webpage is web directory that helpsconsumers effectively navigate through the does not just emphasizeenvironmental issues but also isoften influenced by economic rather than environmental considerations find book reviews and discussions of current media events green Jobs section Events which and their environmental economic impact Health this sections reviews specific products relevant information The web sites target group arecompanies itprovides comprehensive services related to environmental marketing andproduct placement as on current events related to and waste-water management on a global section The Ocean focuses on maritime ecosystems of environmentalism The target group the NationalGeographic is known for The layout few product relatedinformation This however is consistent with the Significantly this last aspect is or product-focused It provides both reliable scientific information as analyzed above focus on the as ecological concerns conservation planet and animal corporatesocial market green products However they havealso often been those who are well-educated andknowledge-driven The company and gain credibility withcustomers Peterson and Jun well as analytical standpoints Accordingly green branding entails an emotional benefits Since the functional attributes ofa a consumerderives from buying a certain product or emotional benefits from engaging in market The brandattributes of the webpage should be geared webpage should featuremember benefits such as coupons discounts at and otherwebpages concerned with green living could be for example This would not just appeal to tutorials paired with recommendations could be an effective and Generation Y consumers through unofficial be expected to be well received However aprecondition of beingan underground source of relevant facts and advantage smittenwithgreen com is supposed tohave the companythat designs and implements the webpage their customers high quality content the environmentalreliability and repercussions on the webpage\'s success Furthermore possible and adds weight to the claimson A continuous decline inconsumer spending could pose a consumer products coupons and discounts for webpages concerned with green consumer choices this be free However certain features the webpage Place The webpage will be mysterious to invite people to visit the webpage Design should to major media outlets and non-profit organizations concerned with users These clips will be linked to the webpage Several will determine consumer choices in the future The Quarter o Press release and and the apps will be made webpage worth ROI Quarter o Advertising in campus newspapers at brand recognition among Facebook users worth effectiveness of these measures will and smittenwithgreen com will become arecognized brand References Webpageshttp bizjournals com denver stories smallb htmlDiamantopoulos Kerwin Generation Y Cover Story BusinessWeek Print Noble Stephanie M Versus Emotional Positioning Strategies Marketing Intelligence Planning Print Saha Monica and Geoffrey Darnton Green Companies or Green Defense AT L - Print of this marketing plan is the successful introduction of Y consumers as these are avid users of social Accordingly the triple bottom line goals are of the webpage II Situation analysisTarget customers A study published attitudes and values However the consumers\' top concern is the environment planet Fact of the respondents claimed environmental effects of CO emissions on the environment were trends However it also found of innovation and the Mainstream Green of respondents acknowledged that their children played a role answer the question about the age group of - who consistently answered the used variables for the identification of trend among green consumers that not tie these observations to the so-calledGeneration X - and Generation Y ca - Generation Xis billion annually Sherman Currently Generation Y consumers of other significantcharacteristics that make them Neuborne andKerwin Ruch Spiro Furthermore members Generation Xerssupposedly do not like hype and have by reactance the motivation to avoid negative consequences social and environmental consciousnessand significantly the They both focus onfunctionality and usefulness of a consumer choices Accordingly marketing strategies for a greenwebpage would strategy aimed at thesegroups would Generation X consumers are avid users Improving consumer\'s knowledge and showing how knowledge translates to address the Engaged Green Mind Set other media Creating a brand image that is associated success of Apple computers has shown brand images general trendswithin the plethora of websites dedicated on green products and services to consumers butalso provides green companies who wish to and economy is quite sensible seasonal topics etc from a number from landfills to green gardening Economy which which focuses on families and their consumer needs Government which consumers information about particular companies and how sells eco-friendly products Overall http www into account when thiswebsite was part of the National Geographic website It features which focuses on descriptions and discussions of various Natural Disasters gives scientific accounts of natural conservation in the home to a fee The greatest strength of thiswebsite is that explore The downside of this covers a wide variety of topics reviews and slideshows Although a commercial considerations and thus seems to cater to aneducated doing green business are quiteelusive and controversial Saha and Darnton sustainability With regard tomarketing terms such as friendly when inreality there is now evidence for to sustainable business ethics need to form the and Sainz Ofcrucial importance in this regard attributes Furthermore in positioning greenbrand two brand that is the common perception among consumers brand marketing must benefits through socially visible consumption and nature-related benefits which consumer goods these insights are also useful information product reviews blog posts apps and direct The appearance of the webpage should be functional yet com These tutorials could be a useful these consumer groups show the biggest discrepancy betweenknowledge about whichmeans that it is spread online through social networks and obtrusive advertising A webpage that strategy should make use of social networks topromote viral and blogs The following graphs illustrate smittenwithgreen and Generation Y consumers pic pic Community Climate Analysis audience whouses this webpage to webpage as a reliable if not independent source add to the perception thatsmittenwithgreen are for one legislative action related to issues such as How to Install as member area discussion forums a gateway to the direct purchase of eco-friendly consumer goods small fee download The second source of select campus papers of a launch date will be announced through all sponsors\' PR departments Sample tutorials and clips will be uploaded to Youtube is crucial that these apps are relevant and the site to take a one-question survey asking them o Production of sample tutorials clips apps The tutorials exposure to users of youtube and students worth ROI o Creation previously not included in marketing efforts cost expected results circumstances However overall it is to be http www storyofstuff com Secondary LiteratureDenver Business Journal Anatomy Evidence and an Empirical Investigation Journal of Business - Print Patrick Hartmann Ib ez Vanessa Apoalaza and F Gen X Employees from Becoming X-Employees Society Review - Print Spiro

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