Abstract
The importance of the relation between targeting and positioning strategies is amplified in the context of the green market, as a result of the difficulty that many companies face in attracting an important customer base. The purpose of this paper is to provide a perspective on the relation between the targeting strategy and the green brand positioning strategy.
Highlights
The extent to which a product meets the consumer’s environmental requirements is essential for understanding the green marketing strategies, as it affects both the targeting strategy and the positioning strategy for green products (Driessen et al, 2013, p. 17)
This problem results from the poor knowledge of the size of the organic food market, which is explainable to some extent, because a large number of participants reported a lack of data and information about this market
Many of the companies are put in the situation in which they are “forced” to "abandon" the segment represented by green consumers to expand the target audience, hoping that this could be one of the solutions to survive in the field of production and selling of organic food
Summary
The extent to which a product meets the consumer’s environmental requirements is essential for understanding the green marketing strategies, as it affects both the targeting strategy and the positioning strategy for green products (Driessen et al, 2013, p. 17). Companies offering such products should be wary of the risk of. Based on the segmentation results, it may be suggested that various primary, secondary and tertiary benefits, including green benefits, should be selectively communicated to distinct segments to make the products desirable for the consumers Companies that focus on the eco-niche market, described by Schaltegger (2002) as bioneers, concentrate on research and development, and try to find customers with high preferences for their innovations in the green products sector This strategic alternative involves targeting a precisely defined area of the market that is big enough to be economically successful and small enough to be neglected by the mass-market suppliers (p. 52)
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