2. 에코 라이프스타일 마케팅 이계춘
TRANSCRIPT
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Eco Lifestyle Marketing LG 생활건강 Marketing Director
이계춘
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About Eco
Ecology is… the study of the relationships between plants, animals, people, and their environment, and the balances between these relationships
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Chris Jordan “Intolerable Beauty” - Gyre -
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Chris Jordan “Midway Island” - Albatross -
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The Tragedy of the Commons
Mass Production
Mass Consumption
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Cost of Ice
Direct Cost : OO만원 Environment Cost : O원
Direct Cost : OO원 Environment Cost : ?
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Eco Pay as environment cost
Pay… 1) 지급하다(cost) 2) 수익을 내다(profitable)
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Me Beautiful Ego Pay
Ego Marketing
We Eco Beautiful
Eco Pay Eco Marketing
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Eco Marketing Works ?
Maslow “Hierachy of Needs”
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Eco Pay Funding
Marketer -> Consumer
Quantity
Cost Revenue
Profit
Total Cost
Total Revenue
Eco Pay
BEP
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7 Keywords of Eco Marketing
Eco-friendly… Eco friendly products or services are less harmful to the environment than other similar products or services.
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Strategic Thrust to Eco(전략적 추진)
• 3 E based management • Competitive Advantage
as Green Ocean • Profitable(e-BEP) • Good Image : Life is green( LG) • The Right Way ahead
Economic
Employee
Ecological
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Big Cause(대의명분/사명감)
• From Brand Story to Brand Promise
• Donation Marketing • Toms Shoes
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Authentic(진정성)
• Vs Eco Skill (상술) • True R&D Investment • Going Concern (short/mid/long term) • Resonance (공명:직원/고객/사회/지구)
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Respect for Life(생명에 대한 존중)
• EU regulation 2013~ • No Animal Testing in
Cosmetic Industry • 멸종위기 동물 보호
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Organic (유기농)
• 3 Year • Food & beyond • 20% Premium • 국내 기준 필요 • Organic & beyond
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Carbon Footprint(탄소 발자국)
• Tesco • Minimum Chemical • LED • Solar Energy / Rain • Hybrid / EV / Fuel
Cell
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Cradle to Cradle(요람에서 요람으로)
• Cradle to Grave ? • Bio Diesel • Biomass Plastic • Biodegradable
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Beyond Case
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Slow & Steady Growth
출
시
에
코
철
학
바
이
오
매
스
오
가
닉
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10 Brand Philosophy (2007)
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No Animal Testing – IMC (2012)
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Save us Fund – Product (eco cute)
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Brand Symbol / Character
자연과 함께 순환하는 친환경 용기
화장품 동물실험반대의
철학을 담은 토끼
화학적인 것이 아닌 진정한 에코 성분
사람의 아름다움과
자연에 대한 사랑
비옥한 토양의 대자연(Mother Nature)
Eco Tree Eco Bunny
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Brand Store
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Collaboration
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Finally Eco Echoes… • 즐거움/ 행복/ 감동을 주는 브랜드 vs 영혼이 없는 브랜드(Zombie) • 그리고 우리의 후손들을 위하여