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GREEN MARKETING : a strategy for successful market positioning? An analysis to identify the intention of green marketing and whether a green marketing strategy is relevant to boost the company SWOX Surf Protection´s market position

  • Going green, environmental protection, eco-friendliness, sustainability or sustainable development have become frequent terms in everyone’s life. The negative impact of human activities, causing increased environmental pollution and decline, is a matter of dire concern nowadays. In the last few decades greater attention has been payed towards these issues. Understanding society´s new concerns, increasingly more companies have begun to modify their behaviours toward a more eco-friendly and responsible one. The term green marketing is an emerging area of interest, and is a tool of modern marketing used by companies in various industries. It is a full-service marketing strategy that includes green marketing plan development, sustainable auditing and planning, branding, design, and communication. An effective, authentic and transparent green presentation of a company provides a chance to successfully assert on the market, communicate core company values and build long-term customer relations. The young and innovative company SWOX Surf Protection, which entered the market with a long-lasting waterproof sunscreen particular designed for surfers and snowboarders, wants to foster growth by expanding their existing target group to a broader segment comprising all outdoor activists. Moreover, the brand strives to become the leading sunscreen manufacturer for outdoor sports and wants to position itself as a lifestyle brand. In 2016 the company started to produce “greener” sunscreen tubes with an imminent launch at hand. Due to the fact that especially surfers, snowboarders and outdoor activists are in close contact with nature and spend a lot of time in the sun, it is assumed that they have particular interest in making use of sunscreen on a healthrelated aspect, while at the same time showing increased commitment towards environmental protection. In this context, it is assumed that a holistic green and organic sunscreen could provide added values. This paper intends to examine whether green marketing could be a relevant strategy for SWOX Surf Protection to differentiate themselves from their competitors, attract potential customers, build long-term customer relations - and as a result position itself as a successful sunscreen lifestyle brand in the market. This will be verified through comprehensive literature review and detailed market research.

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Author:Sophie Franziska Eicke
Document Type:Master's Thesis
Year of Completion:2017
Granting Institution:Hochschule Mittweida
Release Date:2018/09/06
GND Keyword:Umweltbezogenes Management , Marketingstrategie
Institutes:06 Medien
DDC classes:658.4083 Umweltbezogenes Marketing, ökologisches Marketing, Umweltbezogenes Management
Open Access:Innerhalb der Hochschule
Licence (German):License LogoUrheberrechtlich geschützt