Green Marketing: the Aerobin

Table of Contents

LETTER OF TRANSMITTAL 1

EXECUTIVE SUMMARY II

1. INTRODUCTION 2

1.1 PURPOSE AND AUTHORISATION 2

1.2 LIMITATIONS 2

1.3 SCOPE 2

1.4 METHOD 2

2. WHAT IS A GREEN PRODUCT? 3

3. AEROBIN 3

3.1 ABOUT THE AEROBIN 3

3.2 THE AEROBIN AND BEING GREEN 3

3.3 PRODUCT RANGE 4

3.4 TARGET AUDIENCE 4

4. MARKETING MIX 5

4.1 PRODUCT 5

4.2 PRICE 7

4.3 PROMOTION 8

5. RECOMMENDATIONS 10

5.1 IMPROVING PRODUCT OFFERING 10

5.2 IMPROVING COMMUNICATION 10

6.0 CONCLUSION 11

7.0 LIST OF REFERENCES 12

8.0 APPENDICES 13

1. Introduction

1.1 Purpose and Authorisation

This report has been commissioned for the purpose of analysing the marketing of a green product (Aerobin) to gain a deeper understanding of marketing mix theory and concepts

1.2 Limitations

Limitations encountered in the production of the report were that there was no primary research conducted.

1.3 Scope

This report covers an in-depth history of Aerobin and how and why it is viewed as a green and environmentally friendly product. The report details the target audience of the product and why Aerobin is a viable and intelligent option for breaking down organic matter. It outlines the price and promotion aspects and how they fit into the marketing of the product. The report proposes and explains recommendations on how innovation and creativity can improve Aerobin’s communication and improve product offering.

1.4 Method

Appropriate internet sources were used and researched effectively. Journal Articles were also used in the production of this report. The Aerobin products were inspected at a retail shop for research.

2. What is a Green product?

A Green product is a product or service, which is typically less detrimental to the environment and also a lot healthier to the planet when compared to existing, competing and similar products (GGE, 2010).

3. Aerobin

3.1 About the Aerobin

The Aerobin is a static home composter that includes innovation, technology, design,...