Frolov, D.

Kovtun, K.

English

eLibrary National Mining University

Frolov D.K. Kovtun, research supervisorNational Mining UniversityECO MARKETING. POSITIVE AND NEGATIVE CONSEQUENCESFOR THE COMPANYIt’s a fashionably to be «green» today. The adjectives: «ecologically clean»,«organic», «natural» are mode of life of customers and manufacturers. Thedemonstration of love and care  about  the nature it’s profitably and fashionablyand of course it could not be ignored by marketers. Although the generation of the«green» marketing started at the beginning of  90-th  in the our time it has moreand more movement and it has already gotten to all  parts of the world. The boomof the population “safe  for the environment” products and marketing programswere after companies gained benefit from hypersensitivity of customers toprotection of nature.Our country is not exception. Ukrainian companies pay not alittle attention to the development of the marketing industry. Increasingly, you cansee organic products, paper bags and eco-sales in our shops. But eco-marketing isstill on the development stage in our country and common people can not affordeco products, even if they would like to buy them.According to statistics, minimumconsumer basket with the label "eco" costs 8 time more, than usual one in Ukraine.It demonstrates, that CIS's company try to make money on the trend, rather thandevelop company on right, social way.Over the last ten years a lot of companies tried  to releasing "green"products, but a lot of them were failed. What kind of difficulties the participants ofthe movement have  confronted with?• Distrust in the authenticity of eco-products• The behavior of consumers. The results of these researches confirmed thatthe vast majority of consumers aren’t willing to pay higher prices forenvironmentally friendly products.• In trying to any cost for joining to successful participants of the movement"green marketing", a lot of companies couldn’t  properly implement theirmarketing programs. The products didn‘t qualify of environmental safety, theirprices were often too high and they did not have the appropriate advertising.And nevertheless a lot of companies have benefited from this kind ofdevelopment, for example  McDonald's received the award “ERA” for  reductionof waste products. It  managed:• to save 3,200 tons of paper and board by replacing containers for packingsingle-layer sandwich wrappers bonded investment material;• to save 1,100 tons of cardboard cups from light cups;• to allocate $ 355 million for the purchase of products, which  made fromrecycled materials.As a result I would like to specifically highlight the pros and cons ofimplementing “green”  ideas in my company.Availability of ready-made idea for development the company.That is, the company does not need in searching of  ideas to buildingrelationship with the consumer.The reducing of the costs of keeping regular customer. The company woun’thold each of the customer’s groups, and it’ll just stick to chosen mission.Heightening salesThe building of long-term relationships, which well-mannered deep inside ofhuman's soul.As Marketing 3.0 suggests , the company wants to be a lot of time on themarket, is have to build relationships with their customers so that for touchingthemes which deep inside of human's soul , in this case these valuables abouttaking care of the environment and healthy living.Disadvantages:Non-realization of "green plan". As mentioned above, the implementation ofsuch a plan is very expensive, and if it fails, the company will suffer a big loss.The loss of former clients or momentary loss of potential customers, inconnection with the idea of the chosen company.For example, a coffee shopaccepted the status of "green" and it’s former clients dropped out in connectionwith the absence “no smoking” territory and it may cause a new wave of satisfiedcustomers.The high cost of upgrading production (if it necessary)The costs of developing a new marketing plan.More explicit control over the quality and the mission of the company byconsumers.As already mentioned, ECO is very closely monitored product and a lotof goods gust  wear the mask "eco" without being itself, it involves the creation ofa genuine product and extract the necessary criterions.As we can see  the development of the «green» plan has  two sides of the coinand the outcome of the application conception of eco-marketing in each company isdifferent due a lot of  contextual factors. But my opinion is coincides with the opinionof many experts that the economic future of marketing and the development andimplementation of the "harmless particles" in the product will soon be an integral partof the desire of the consumer. But my opinion coincides with the opinion a lot ofexperts that the economic future of marketing and the development and implementationof the "harmless particles" in the product will be an integral part of customer’s desiresoon.

ECO MARKETING. POSITIVE AND NEGATIVE CONSEQUENCES FOR THE COMPANY

http://ir.nmu.org.ua/bitstream/handle/123456789/1475/%d0%94%d0%be%d0%ba%d1%83%d0%bc%d0%b5%d0%bd%d1%8211.pdf?sequence=1&isAllowed=y

ECO MARKETING. POSITIVE AND NEGATIVE CONSEQUENCES FOR THE COMPANY

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