Transcript
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Green Brands,
India Insights2011
presented by:
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Regulation, Transparencyand Choice
Results from the2011 ImagePowerGreen Brands Survey
T agPo Ba Sa o lag c o a, caig ci of o a ,co i ig coi. W agai aa li o i gigcoi (ia, Cia a Bazil) a oi lo coi (alia,Fac, a, Ui Kigo, a Ui Sa), a ail oligig.
We uncovered several trends aecting consumer
behaviour:
Pressure on governments to lead green
regulation
Increased desire to buy green
Transparency and choice driving buyer
behaviour
Consumers receptive to green advertising
Interest in big-ticket green products
P o go o la gglaio
In most countries, concern about the state o theeconomy ell, while concern about the state o
the environment grew. In line with this, the
majority o Indians think the state o theenvironment is heading in the wrong direction
and an overwhelming % want government to
support more green innovation and regulation.This is consistent with the global trend where
people put responsibility or the environment on
the government rather than the private sector.The only exception to this was the US where
consumers elt the private sector should be more
prominent.
With regards to consumer goods, people want
governments to mandate producer responsibility
and greater label clarity with respect to ingredi-ents and ood origin. There was also a signicant
push or governments to drive companies to use
recycled packaging.
ca i o g
Overall, consumers are less likely to cite hurdles
to buying green compared to last year. A majority
o respondents in India, China and Brazil say they
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intend to spend more on green products in the
next year. Consumers are putting a higher valueon green products with 4% o Indian consum-
ers and 55% o Chinese consumers, willing to
spend over 10% more on a product simplybecause it is green.
In developed countries, price is named as thegreatest barrier to purchasing green. Most
consumers here believe that green products andbrands are more expensive than their non-greencounterparts, and more than a third are
unwilling to pay higher prices or green products.
In the US and UK, only 22% and 1% o thosesurveyed would spend more than 10% on green
products, respectively.
Taac a coic iig aio
The majority o respondents in India, China andBrazil cite lack o availability and inconsistent
labelling as the major barrier to buying green.
Limited availability o green products inmainstream stores is a major issue, but
consumers also want clear and consistent
labelling that discloses all materials andingredients. The lack o clear packaging and
labelling standards in India makes it dicult or
consumers to get the inormation they need tohelp make inormed choices.
Conversely, consumers in Australia, France,Germany the UK and the US all cited packaging
as their primary source o inormation on green
brands and a major actor in determining what
they will purchase.
Co ci o g aiig
Consumers in emerging nations are moretrusting o advertising, compared to their
counterparts in developed nations. In India,China and Brazil, advertising and mass media
editorial content (TV programs, newspaper
articles) are the most inuential sources oinormation on green products. % o Indian
respondents report that advertising about green
products help consumers make more inormedchoices, and 57% o respondents indicate that
TV advertisements have the greatest impact ontheir likelihood to buy green.
In emerging countries, mass media plays animportant role in consumer education and
companies should use these channels to increas
awareness and inorm their customers o the reaand tangible value o their products, as well as
their green attributes.
i ig-ick g oc
Respondents indicated they are most likely topurchase green products in the household,
grocery, personal care, and packaged ood and
beverage categories. This is in line with the
on-going interest worldwide in purchasing greenor products that are in me and on me, but the
categories poised or growth paint a new picture
Consumers in all markets intend to go green on
more big-ticket items during the next year. India
China and Brazil show the biggest potential orincreased sales o environmental riendly
automobiles. In India, 8% o consumers say the
intend to purchase green auto this year which issignicantly higher than the 6% that purchased
green auto last year. Consumers in the UK, US
and France say they plan to buy more greentechnology brands this year.
As consumers become more sophisticated onbuying green, demand or green big-ticket
products will grow. Companies will have to adap
their marketing strategies to show not only the
environmental impact and related greenness otheir products, but also the larger end benets i
order to meet their customers changing needs.
a
The 2011 ImagePower Green Brands Survey tellsus that greenness remains a major issue or
consumers around the world, and that they
expect green practices rom the companies theydo business with. There are huge opportunities i
the Indian market or companies that establish
their green credentials early.
To read the complete survey, please visit
slideshare.net/WPPGreenBrandsSurvey.
Concern for the environmenttranslates into willingness topay for green
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Over the last six years we havegauged green perceptions frommore than 30,000 consumers
around the world.
Right Direction rong track Undecided
Do you think the state of the environment inthis country is headed in the right direction, or
is it on the wrong track?
respondents
U.S.
respondents
U.K., U.S.
(additional) respondents
U.S.
(additional) respondents
China
respondents
Brazil, China,
France, Germany,
India, U.K., U.S.
respondents
Australia, Brazil,
China, France,
Germany, India,
U.K., U.S.
respondents
Australia, Brazil,
China, France,
Germany, India,
U.K., U.S.
respondents
U.K., U.S.
IndIA dAtA: 20092011
6%
%
%
7%
6%
7%
6%
%
7%
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Most Important nd most important
The following is a list of possible requirements your government could put in placePlease rate each initiative in terms of importance. Showing 8-10 on a 1-10 scale.
GLObAL dAtA: 2011
GLObAL dAtA: 2011
Do you think your government should support more or less green innovation
than it does now? Showing much and somewhat more.
78
95
80
92
86
95
78
73
AUSTRALIA BRAZIL CHINA FRANCE GERMANY INDIA U.K. U.S.
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How much more, in percentage terms, are you willing to spend on a product
because it is green?
In the next year, do you plan to spend more, less, or the same amount on
green products and services?
GLObAL dAtA: 20092011
GLObAL dAtA: 2011
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GLObAL dAtA: 2011
GLObAL dAtA: 2011
What do you think are the biggest challenges to purchasing green products
or services?
Which of the following do you feel has the greatest impact on your likelihood topurchase green products?
Biggest hallenge Second Biggest hallenge
Second Biggest hallenge Biggest hallenge
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Key Contactsai Sigla
Managing Director & Chief Executive, PSB, South Asia
Ashwani Singla is the Managing Director & Chie
Executive o Penn Schoen Berland, South Asia.
In his two decade o experience in the communication & service industry,Ashwani has donned the role o a trusted advisor and strategist or building
strong and eective communications strategy or top MNCs, Indian
enterprises and emerging Indian MNCs across a wide range o sectors.
Voted as one o the most well respected proessionals in India by the
Holmes Report in its inaugural Asia Agency Score Card, Ashwani was
named by Campaign India Magazine in its A list in 2009 & 2010 and among
the top proessionals in Agency FAQs 2010 listing.
Prior to his current role, Ashwani was the Chie Executive o Genesis
Burson-Marsteller and Member o the Asia Pacic Board o Burson-
Marsteller Worldwide. Under his tutelage o close to a decade, Genesis
Burson-Marsteller went on to become Indias most trusted public relations
& public aairs rm. Setting new standards o excellence, he has led someo the best cutting edge management practices in the communication
industry.
Little wonder that the rm became the rst Indian public relations
consulting rm to receive the global Consultancy Management Standards
(CMS) certication and recognised as the India Consultancy o the year by
the Holmes Report in its inaugural Asia Agency Report Card.
Ashwani has been an India board member o the International Association
o Business Communicators (www.iabc.com) and has played an active role
in the Public Relations Consultants Association o India (www.prcai.org)
and the International Communications Consultancy Organization (www.
iccopr.com).
Passionate about sharing his experiences, he ofen dons the proessorial
hat in teaching courses and conducting training programmes across the
country. He has been invited to speak at several prestigious campuses and
associations across the globe including the US, Europe and Asia Pacic. He
was also been a jury member or the Asia Pacic region or the Gold Quill
Awards. Ashwani is an honours graduate in Economics and holds a
postgraduate qualication in International Business & a diploma in Hotel
Management; Ashwani started his career with the hospitality division o ITC
Ltd.
l Ragaa
Country Director (India), Landor
Lulu Raghavan leads the Mumbai oce o Landor
Associates and is responsible or overall client and
employee satisaction. Among her key clients are
Hindustan Construction Company, Mahindra, Taj Hotel
Resorts and Palaces, and Tata Global Beverages. As client leader, Luluplays a vital role in helping her clients create protable growth by building
leveraging, protecting, and managing their brand assets. Lulu works
closely with the consulting and creative teams to ensure a synergy o rigo
and creativity in all o Landors deliverables.
In her more than 10 years at Landor, Lulu has worked in the San Francisco
New York, London, and Mumbai oces. She has led corporate and
consumer branding programs or a wide range o clients, including
Alcatel-Lucent, American Express, Dow Corning, Fidelity Investments,
Hewlett-Packard, Jet Airways, One&Only Resorts, Panasonic, Samsung,
and Sony. Lulu is also a member o Landors global naming network.
Beore joining Landor, Lulu was a brand consultant at Ogilvy Consulting in
Mumbai. She has a BA in economics rom Davidson College in the UnitedStates and an MBA in international business and marketing rom S.P. Jain
Institute o Management and Research in India. Lulu speaks Hindi, Tamil,
French, English, and some Spanisha distinct advantage in developing
unique brand names.
Coac U:
Sfali KaaDirector, Marketing
skhanna@ps-b.com
M: +
PENN SCHOEN BERLAND, South Asia
, Unitech Cyber Park
Sector-, Gurgaon
Haryana, India
www.psbresearch.in
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sty nvironmental artners (EEP) is a management consultancy working
with corporate clients to build high-impact environmental strategiesthat create sustainable business value. EEP serves a range o companies,
rom Fortune 500 to small business, in diverse industries including
apparel, nancial services, industrial, and consumer packaged goods.EEP clients are executives whose responsibilities include corporate
environmental aairs and sustainability, product line management,
acilities management, and the highest levels o company or divisiongeneral management. They engage EEPs team o experienced
environmental and business proessionals to help them build core
capabilities, innovate, and dierentiate their companies throughenvironmental strategy. To learn more, please visit .co.
ohn ole (C&W) is a strategic public relations agency dedicated
to creating, building, and protecting the worlds most prolic brands.
ith oces around the world, the agency is committed to breakingnew ground in the delivery o cross-channel media strategies, creative
programming, and practice area excellence. C&W is recognized year
afer year by clients and the industry or excellence in creativity, clientservice, digital communications, media strategy, senior management,
and strategic counsel. C&W is a member o the Young Rubicam Brands
network within WPP, a world leader in advertising and marketing services.
For more inormation, visit coolf.co
the 2011 ImAGepOwer Green brAnds survey wAs spOnsOred by:
Landor Associates is one o the worlds leading strategic brand anddesign consultancies. Founded by industry pioneer alter Landor in 1941,
Landor has a rich heritage o brand strategy and design leadership.
artnering with clients, Landor drives brand-led business transormation.
Landors holistic approach to branding builds upon the combined rigor o
disciplined thinking and process and exceptional creativity. Landors
work spans the ull breadth o branding services, including brandpositioning, brand asset management, brand architecture, brand
research, brand valuation, packaging and structural design, branded
experiences, brand engagement, corporate identity design and naming.
Landor has 20 oces in 15 countries, including an oce in Mumbai led by
Lulu Raghavan (lulu.raghavan@landor.com). urrent and past localclients include TATA, Mahindra, Jet Airways, Taj Hotels Resorts and
alaces, a oee Day, Hindustan onstruction ompany and Mumbai
First.
Landor is part o , one o the worlds largest global communicationsservices companies. For more inormation, please visit landor.com
enn Schoen Berland is a global strategic communication advisory
rooted in the science o public opinion that specializes in messaging andstrategy or blue-chip political, corporate and entertainment clients. It
has over 30 years o experience in leveraging unique insights about
consumer opinion to provide clients with a competitive advantage, whatwe call inning Knowledge. enn Schoen Berland serves Fortune 100
corporations and has helped elect more than 30 presidents and prime
ministers around the world. enn Schoen Berland is a part o YRBrands and .
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