Marketinghealth and beauty products for Proctor & Gamble can be done in away that it meets the threshold of green marketing and that it issustainable. Sustainable means that the products and the marketingprocedures are both friendly to the environment and that the pricefor the products in question is within the reach of consumers, and atthe same time the company can make profit. In order to fully embracegreen marketing and sustainable business practices Proctor and GambleCompany should make use of four legged approach socialresponsibility, green marketing, environmental protection andeconomic development. These elements are the prerequisite in creatingand marketing sustainable health and beauty products at Proctor andGamble (Murray,Beiske & White, 2007).This is a proposal paper discussing green and sustainable products.
Oneof the green product opportunities is sustainable beauty packagingwhich responds to awaken consumers on matters involving protectingenvironment. This is a great opportunity worth investing because ofthe ever rising consumer interest and environmental awareness ineco-friendly packaging such as biodegradable PET PCR resin (Jamie,2010).The use of sustainable packaging is an effective green marketingstrategy that can make a company to remain relevant and competitiveas well. Another green product opportunity is for the company toinvest more in production of natural health and beauty products suchas plant oils due to increasing environmental awareness of consumersin natural products. Natural beauty products replace those syntheticproducts that are carcinogenic. However, the method of natural oilextraction should be sustainable as oils ten to form free radicalswhich can damage the skin especially when extracted by cold pressmethod. The third green and sustainable product opportunity is theadoption of recycling practices. Thus, company can urge theircustomers to return their already used recyclable PET packaging foreffective recycle. One example of such green packaging is PET PCRresin which biodegrade in landfills (Jamie,2010).
Internalmarketing of Green and Sustainable Philosophies
Marketingis an important tool for enhancing eco-friendly consumption patternsand selling novel life-styles. Marketing is immense in scope that canbe improved for the purpose of contributing to the search for viabletrade-offs between ecology and economy. It is important to know thatsustainability is a characteristic of philosophies of greenmarketing. Therefore, green marketing is a means of establishingsustainable business. The term green marketing refers to a process ofmanagement that is focused on recognizing, anticipating and meetingcustomer’s and societal requirements, in the most profitable andsustainable manner. Most significantly, there are two fundamentalphilosophical perspectives for sustainable marketing due to itssustainable development. The chief philosophy in existence today isclassical utilitarianism, anthropocentrism or human-centered ethics.The anthropocentric perspective is about human needs driven bydesire. The anthropocentric philosophy that has no or littlethoughtfulness of how human needs associate with limited naturalresources has been adopted by the modern society (Schiffman,2011).
Equally,life-centered ethics or biotic egalitarianism is another sustainablephilosophy, which refers to human behavior that constitutes moralimportance implications. It is worth noting that moral judgmentjustification is the foundation of sustainable development that inturn establishes a necessity for sustainable marketing. This is anovel dimension of marketing mix because of the alignment of naturaland economic resources. This philosophy brings about goodrelationship between people and nature. Therefore, green marketingand sustainability philosophy share a holistic outlook and thus,green marketing should take into account wide range of activities oroperations in which a firm is involved. This is different fromgreening communication which is known as green-washing. It issignificant to acknowledge that activities such as new productdevelopment, planning, logistics, pricing, packaging, promotion, anddistribution are highlighted while undertaking the process of greenmarketing (Schiffman,2011).
Relationshipbetween Sustainable Products and Consumer Demand
Itis found that sustainability marketing addresses socio-ecologicalchallenges while satisfying consumer demand. It provides sustainableproducts the benefits members of society. More deeply, there is aclear course for firms to participate in determining sustainabilityof market opportunities. While many sustainable products have yet toharvest the anticipated market rewards, latest developments appear toshow the timing might be correct for the change to take place. Due tothe ever rising allergy incidences, there is a growing concern aboutsafety of products in the market. Consequently, consumers now prefernatural and organic products that are healthy. Therefore, consumerdemand is high for the sustainable products. Additionally, consumershave a greater propensity towards goods that have both economic andenvironmental benefits. Firms should respond to the unmet consumerdemands for products that are green and sustainable. It has beenfound that pressures of sustainability may enhance reputation andincrease revenue, as well as mitigate risk – even withoutregulations (AlIannuzzi,2011).
Sincedetermining the green consumer is obscure and the demand is hard toquantify, firms should exhibit great commitments towards productsthat integrate sustainability attributes and economic benefits.Unless the firm is satisfying a consumer demand such as reducingwaste or energy consumption, it may be hard for the firm to gaintraction with consumers. There are various accelerators ofsustainability demand. Firstly, a firm may establish market pull fullof direct customers. In this case, a firm needs to reach outcustomers’ sustainability function to comprehend the intrinsicvalue of the eco-friendly products and information requirements.Secondly, a firm may choose to undertake market segmentation thatinvolves identification of particular market segments that arenatural to consumers of sustainability compliance. Lastly, it isimportant for the firm to establish a team with customers to make aproduct (AlIannuzzi,2011).
Advantagesof Green Philosophies
Firmsmay comparatively lessen their utility costs through technologiesthat are less wasteful and energy efficient. Examples of suchtechnologies include but not restricted to energy-efficient windows,energy-saver LED bulbs, and biodegradable PET PCR packaging resin(Jamie,2010).Besides the reduced utility costs, a firm may also receive wide rangeof benefits through green philosophies. Green philosophies areimportant in providing sustainability of our environment. Forexample, recycling papers decreases the energy required to generatereplacement products. Additionally, a firm adopting green thinkinghas enhanced public image. This is because promoting environmentaldevelopment through media attracts customers and probable new sales.A firm may rebates and tax advantages (AlIannuzzi,2011).
Disadvantagesof Green Philosophies
However,green philosophies increases capital outlays. Most of the greeninitiatives need an initial cash outlay that reduces firm’sbottom-line performance. Investing in green technology might strainfirm’s budget, leaving out room for other investment. Additionally,a firm may experience decreased productivity due to increasedprocedures for green initiatives. For example, when a firm’spurchasing department is charged with responsibility of searching forand verifying green products, more time is wasted instead ofpurchasing cheaper and available non-sustainable products (AlIannuzzi,2011).
AnalyzeCosts Associated with the Transitions
Thepurpose of green transitions is to establish a market demand forsustainable products in a new market segment. However, there arecosts that accompany green technology. The costs of investing ingreen technology involve heavy cost of purchasing equipment andskilled labor. Research and development of green technology consumesmore resources to come up with viable innovations for the company.
Inconclusion, green marketing comes from significant environmentalvalues that must be internalized in business culture. Thus, greenmarketing is not only concerned with sustainable products, but alsoconsiders the effects of the product’s life cycle. How a product ismade is inseparable from how that product is consumed and its effectson the surroundings. Without genuine green marketing, Proctor& Gamble Company canbe indicted or blamed of green-washing. Although green technology iscostly to undertake, its long-term benefits outweigh its own costs. Large proportion of green initiatives is constituted by costs fromresearch and development.
AlIannuzzi.(2011).GreenerProducts: The Making and Marketing of Sustainable Brands.BocaRaton, Florida, USA, CRC Press
Jamie,M. (2010). Journal on ‘SustainablePackaging: The Beauty Industry’s Perfect Storm?’retrieved fromhttp://www.beautypackaging.com/articles/2010/04/sustainable-packaging-the-beauty-industrys-perfect,on 25thAugust, 2014.
Murray,J., Beiske, B., & White, S. (2007). Procter& Gamble Europe: Vizir Launch.München: GRIN Verlag GmbH.
Schiffman,H. (2011). Greenissues and debates: An A-to-Z guide.Thousand Oaks, Calif: Sage Publications.