The paper "Green Marketing: Ben and Jerry’ s Homeade inc. Strategic Analysis" is a perfect example of a case study on marketing. Businesses are often undertaking “ green marketing” and “ corporate social responsibility” practices these days. This is not really about caring for society but differentiation from the competitors. This has been evident in the way green marketing has taken a paradigm shift in today’ s markets. Green marketing has begun taking shape in today’ s markets. Marketers have realized the benefits of the environment and have opted not to sell their products using the traditional style.
They tend to use environmental features to attract customers to purchase their products. The products are believed to be environmentally friendly and the packaging and its entire production was done in an environmentally friendly manner (Kozak, 2006). Most marketers assume that the customers will view the ‘ green’ aspect as a benefit and opt to buy their products or services. This strategy has been adopted by so many organizations including the telecommunication companies and most of them are realizing profits out of it. The most dangerous aspect here is that, whereas green marketing is growing and the consumers are vividly increasing, the public may be skeptical and most companies may damage their brands.
This is because; most organizations are becoming green not to be environmentally friendly but to be different and compete in this competitive market. If this green aspect is proved to be false, then most customers will shift their interest. Ben & Jerry are in the ice cream industry that has been in the business for several years. The company has been on the front line to ensure the provision of natural high-quality products.
Their main commitment focuses on social activism and more especially on environmental responsibilities (Leung, 2009). LOHAS The lifestyle of Health and Sustainability (LOHAS) is an integrated and fast-growing market for goods and services which appeals to consumers whose purchasing power depends on the environment and social responsibility. The Natural Marketing Institute (NMI) estimates the current LOHAS to be USD209 billion across all consumer segments. These segments are; LOHAS: Are the dynamic buyers of green and socially responsible products. They are dynamic environmental stewards devoted to individual and global health. Naturalists: They purchase both LOHAS consumable and durable items.
They depend mostly on personal health considerations. Drifters: Their purchasing behaviors follow trends and are active when trends are easy and reasonably priced. Conventionals: They are conscious of their resources and only do the right thing with the intention of saving money. Unconcerned: They are unaware of societal and environmental issues. These types of consumers may not have time or the means.