green brands, india insights 2011

8/6/2019 Green Brands, India Insights 2011

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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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6

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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8

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

[email protected]

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 ([email protected]). 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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green brands, india insights 2011

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