The latest research from Arcus indicates that uncertain economic conditions have resulted in a decline in the core group of “Green Involved” consumers who would pay a premium for green products (17% in 2008 to 15% in 2009).
Contact Arcus for a presentation on best practices. The study (nationally representative sample of 2,465 adults, ages 18+) indicates that 2.7% of shoppers account for 70% of “informed and conscious green” purchases. Moreover, only 1 in 10 “green” shoppers is an “organic” shopper. Grocery transactions tend to be larger when green products are in the cart. In addition, 38% (45% in 2008) of Canadian consumers feel “highly concerned” about environmental issues. Even though consumers who feel “highly knowledgeable” about these issues increased to 29% (26% in 2008).
Green Marketing and Brand Strategy
The transition has been driven by mainstream brands. Today, green has become another product attribute in a matrix of good-better-best benefit hierarchies. Tide has “biodegradable” ingredients. Others are labelled concentrates and cold water detergents. These are add-on benefits and enhance the core value proposition of the brand. They do not replace that core value proposition (superior product performance).
Today’s customers are more demanding. They don’t believe all the claims being made by marketers- a fall out of greenwashing. Consumer scepticism has led marketers to include eco labels in their communication strategies. North America has over 350 eco-labels offered by trusted third parties. Marketers have laucnhed blogs and social networks with “fans” who contribute new product ideas.Method has its own Facebook page complete with a wall of comments from many of their 7,415 “fans” and a Twitter following of 3,284 users. Tide has 104,235 Facebook fans.
Please contact us for additional insights from Arcus Consulting Group’s studies on changing market drivers & successful strategic responses.
Profitable Strategies with Innovative Approaches
The best marketing strategies are built on sound insights. These insights stem from proven marketing processes and collective experience of the marketing team. By highlighting opportunities for growth and an in-depth and realistic understanding of marketing situations, a team can create effective strategies based on scenario building processes that provide measurable outcomes. Below are some of our services to help marketers deliver measureable business results.
- Marketing Strategy
- CRM
- Branding
- Marketing Organization
- Customer Insights
- Marketing Effectiveness
- Market Research
- Pricing
- Customer Loyalty
- Sales Deployment
Focus on the Customer
Our strategic development process is based on a fundamental understanding of consumer insights and potentially unmet needs of customers. Over the past 3 years, Arcus has helped companies on over 150 strategy engagements in diverse industries. Our thought leadership and on going in-market research provides us ith the latest trends in industries and consumer behaviour.
Customer engagement: An interview with Marilee Harris, Director of Marketing, Digital Security Controls Ltd. (Tyco International). Ms. Harris argues that innovation leadership is about knowing your customer base, their needs and wants and being prepared to engage them. Read more.
Market scenario planning
Our thorough understanding of market segments, consumer needs and functional tools enables us to measure consumer loyalty and here marketing investments would yield the most impact and ROI. Our expertise in brand building, market research, promotions, sales organization optimization and CRM helps us apply innovative ideas in our clients businesses, ideas that lead to better results.
Brand Strategy and Innovation
An interview with Mr. Geoff Craig, VP & GM, Brand Building, Unilever. Mr. Craig argues that leadership is about having a vision for innovation and creating a framework for action around the vision to allow partners and employees to pioneer new ways of working.