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Green Marketing Strategy Matrix - Coggle Diagram
Green Marketing Strategy Matrix
Lean Green
Lower cost as a competitive advantage.
Minimal green promotion to avoid scrutiny.
Low substantiality & low differentiability.
Focus on cost reduction and efficiency. Pro-environmental activities without publicizing.
Ex. Coca-Cola
Defensive Green
Low substantiality & moderate differentiability.
Focus on crisis response or competitor pressure. Enhances brand image while mitigating potential criticism
Ex. Gap Inc
Balanced pricing with limited investment in green initiatives.
Sporadic and low-profile promotion. Avoids aggressive campaigns to manage expectations.
Shaded Green
Value-based pricing, highlighting product efficiency.
Primary focus on tangible product benefits. Secondary emphasis on green attributes.
Moderate to high differentiability & moderate substantiality.
Focus on Long-term investment in green innovation. Balances green practices with financial returns.
Toyota Prius
Extreme Green
High substantiality & high differentiability.
Focus on fully integrated green philosophy across all business processes. Targets niche markets.
Honest Tea
Premium pricing to reflect environmental value.
Holistic green campaigns using all 4Ps (product, price, place, promotion). Strong emphasis on green and social responsibility.