Promotion: Since Forest Essentials is a local Indian company trying to enter the international market, it is important that the green marketing and promotions be effectively targeted at the right audience. Unsuccessful or badly communicated brand attributes can result in the failure a product that is actually in essence ecological (Hawkins & Mothersbaugh, 2006). Promotion plan: The priority of this plan should be “To communicate without excess” meaning that information on the green initiatives should be available, however there shouldn’t be an overdose of it. If the communication goes too green, it might ruin the company’s image. Appropriate press (media) should be contacted and the new initiatives of the brand should be promoted subtly through
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So it is key that all contact points for the customer are aware of the brand, its values and the message that is trying to be sent out (Zeno, 2012). Internal branding: Internally, the brand should keep all its people informed on how the new ‘green agenda’ is going to work. From corporate (head-quarter) employees to shop staff, all the teams must be educated on the company’s new policies. The Corporate Social Responsibility charter should be spread among employees. Cultural Equality: The brand should focus on hiring a variety of people. While it functions out of the Uttaranchal region in India, it should try and hire people from different religions and cultures to create a more secular environment. India has a wide variety of people, thus the company should include as many types of people as possible, including the disabled …show more content…
However, in the case of Forest Essentials, having testimonials from those inside and outside the company can reassure a consumer of what the brand is all about. Customer and employee testimonials: This is an interesting way of showcasing the brand interacts internally and externally. Through sharing stories that are surrounded by the new green initiatives, the brand creates a new way of marketing itself. Furthermore, it is using user-generated content, tapping into the peer-to-peer influence of consumer based brand equity (Gil, Andre, & Salinas, 2007). Forest Essentials Foundation: An extension of the Soundarya club (Forest Essentials India, 2015), Forest Essentials should provide training and employment opportunities to other parts of India to earn a living, as it has to
So it is key that all contact points for the customer are aware of the brand, its values and the message that is trying to be sent out (Zeno, 2012). Internal branding: Internally, the brand should keep all its people informed on how the new ‘green agenda’ is going to work. From corporate (head-quarter) employees to shop staff, all the teams must be educated on the company’s new policies. The Corporate Social Responsibility charter should be spread among employees. Cultural Equality: The brand should focus on hiring a variety of people. While it functions out of the Uttaranchal region in India, it should try and hire people from different religions and cultures to create a more secular environment. India has a wide variety of people, thus the company should include as many types of people as possible, including the disabled …show more content…
However, in the case of Forest Essentials, having testimonials from those inside and outside the company can reassure a consumer of what the brand is all about. Customer and employee testimonials: This is an interesting way of showcasing the brand interacts internally and externally. Through sharing stories that are surrounded by the new green initiatives, the brand creates a new way of marketing itself. Furthermore, it is using user-generated content, tapping into the peer-to-peer influence of consumer based brand equity (Gil, Andre, & Salinas, 2007). Forest Essentials Foundation: An extension of the Soundarya club (Forest Essentials India, 2015), Forest Essentials should provide training and employment opportunities to other parts of India to earn a living, as it has to