Analysis

National Geographic Company

Green Marketing :Each of the main activities business carried out by National Geographic as which

in filming of various movies that will be presented in his exclusive channel and making various news

which will be covered in his magazine, always prioritize the safety of the environment in every

activities they done and avoid any kind of action that will be endangered it. For example when the

National Geographic made a commercials advertising about a segment of the show in the life under

the water, surely they always pay attention to all the activities of the creation of the advertising so as

not to disturb the ecosystem of life under the water. Therefore indirectly any activities undertaken by

national geographic will always be reflectedto the activity of green marketing. This is a distinct

advantage for the company in the eyes of his consumers.

Social Marketing : one of the main business activities of National Geographic is presenting a wide

variety of visualization of the environment. Therefore in every business activitieshandled by National

Geographic has to becorrespond directly to the green campaign. For example in every book National

Geographic published and every film show presented in his channel always display a beautiful picture

of the nature life that existed inevery corners around the world. This will indirectly persuade readers

and viewers to maintain and preserve the natural beauty in this world.

In the life of human being , National Geographic also always write a certain article ofhuman`s health

that presented in full information, For example they make a special coverage about the disease that is

currently happening and how to prevent it so as not infected . This slice of article will certainly

provides a form of education to its readers and also provide good imaging for the National

Geographic brand in the public eye.

Societal Marketing : National Geographic is famous for its concern for the natural environment and

human environment, it also has been recognized by all people worldwide and in the end indirectly

contribute "good image" of the National Geographic brand. This is of course can be a good

opportunity for the National Geographic to sell their products in worldwide, because they believe the

products they create had a special image or exclusive value in the eyes of buyers. Currently products

that are released by National Geographic (such as bags, hats, clothes and others) pretty quite salable in

the market, because the buyers considers having a product of National Geographic it means they care

about the environment as is done by National Geographic.

Correlation analysis :The main activities of the National Geographic is involving in the natural and

social & culture of human life are really provides the positive impact on the brand they created both in

terms of brand image, brand positioning and brand awareness. Visualize a beautiful view of the

natural life in around the world and a various collection of articles on the social and cultural life are

presented to the readers and viewers truly provides positive benefits to them. The followers of

National Geographic feel they have gained more value by following any of the information provided

by the National Geographic. This opportunity is certainly used by National Geographic to make and

market their products as the exclusive product in the eyes of the buyers by way of positioning their

products as products that have an impression with care of the environment, this exclusive impression

arises because the buyer can capture the value added of products National Geographic. This is proof

of relationship that green marketing and social marketing are done by National Geographic in every

business activities, may affect societal marketing they done to sell their products in a good price for

the potential buyers.

Correlation Scheme Marketing Technique in National Geographic

DoinggreenMarketing

From TV Channel, Magazine dan Web

Doing social Marketing

Consumer get benefit (Education & Science)

Company get profit (selling magz & subcribe TV Channel)

Company get good image

Doing societal marketing for selling NG Merchandise

Opportunity for selling NG Merchandise Products (Bags,

Clothes, Gear, etc)

Buyers get an exclusive value from owning NG

Merchandise

Brand Equity is getting stronger

Nissan Company ( Nissan Leaf)

Analysis

Green Marketing : The new technology developed by the company of Nissan which is electric

powered car managed to make a breakthrough in the automotive world. This new technology is

applied in the form of the Nissan Leaf (still not release yet in Indonesia). With the adoption ofa brand

new technologies in the design of the Nissan Leaf, Nissan company itself claims that the Nissan Leaf

does not release any emission at all during operation (zero emission). Nissan company itself create a

website specifically for the Nissan Leaf's products (www.nissan-zeroemission.com) to market this

car in the form of "green campaign". Contained within the website statistics how much CO2 can be

reduced by changes in the power source of the previously car uses by gasoline and after change to the

electricity powered car. Excellence in innovation by Nissan is certainly has a strong allure to attract

buyers who care about the environmental issues that are being discussed at this time.

Social Marketing :The growing of an issue about importance to safe driving is an current topic that

being discussed at today, this has to be a good moment for Nissan to teach the public how to drive

safely and properly. The issue arises because the current of road accidents arising largely due to the

negligence of its drivers. Referring to the incident, the Nissan established the "Nissan Safety Driving

Academy" as a concern of Nissan to the public, for good driving etiquette and correct. Until now the

"Nissan Safety Driving Academy" only been around in Germany (www.nissan-drive-safe.de).

Authors assume social activity was first established in Germany for various brands super car or sp

domiciled in Germany and tend to the super car's driver sometimes not comply with the applicable

traffic rules.

Societal Marketing :Nissan Leaf has several superiority which is adopted the latest engine

technology compared to the conventional eco-friendly car that are lurking right now. Nissan Leaf is

the first commercial car that 100% powered by electricity.To make Nissan Leaf reflecting an

exclusive value (unique value) for its consumeers, Nissan make an advertisment that called “What If”

(You can see this in youtube). In this advertisment Nissan positioning this car as a “future car or next

generation car”, Nissan claim this car has adopted the latest safety driving system, silince engine or

light noises when run it, and it provides zero-emission.

Correlation Analysis :

Invented new technology (electricity car) on a Nissan LeafDoing societal marketing on Nissan leaf which make “What If” advertisingNissan identifying this new car as future car or next generation car

Nissan Leaf claims only produce zero emission (which means eco-friendly car)

Doing Social Marketing ()Only in Germany

Buyers obtain an exclusive value which owning Nissan Leaf

Doing Green Marketing(www.nissan-zeroemission.com)

Right now Nissan Leaf is well know as a best eco-frendly and safety car

Nissan announce “Nissan Driving Safety Academy” in germany for the public

Brand equity for Nissan Leaf get stronger

For making this brand new car more worthed to the buyers, Nissan use Green & Social Marketing as a different approach

Correlation scheme Marketing Technique in Nissan Leaf

Timberland Company

Analysis

Societal Marketing: Timberland’s corporate mission is about more than just making good products;

it’s about “trying to make difference in the communities where we live and work”. First Timberland’s

products (boots) are used for field workers, but now their products not only work boots, but also

hiking boots, boat shoes, rugged boots, outwear, and even clothing for men, women, and also kids.

Social Marketing: Timberland has a corporate culture which encourages employees to do volunteer

work by giving them 40 hours of paid leave every year. Timberland has annual single-day volunteer-

fest called “Serv-a-palooza”, which hosts hundreds of service projects in dozens of countries and

provides tens of thousands volunteer work hours. Timberland also educates workers about production

efficiency. The new Earthkeeper’s products that were made from recycled and organic materials has

risen Earthkeeper’s Campaigns (an online social-networking) to inspire one million people to lighten

their environmental footprints.

Green Marketing: Timberland has a new long-term strategy for both environmental and social

corporate responsibility. The plan lays out short- and long-term goal supported by key initiatives in

line with four strategic pillars: (1). Energy; reduce greenhouse emissions, (2). Products; design

environmentally responsible and recyclable products, (3). Workplace; establish fair, safe, and

nondiscriminatory workplace, (4). Service; energize and engage Timberland’s employees in services.

They have solar-powered distribution center in California and a wind-powered factory in the

Dominican Republic that’s installing energy-efficient lighting and equipment retrofits in Timberland’s

facilities. Timberland also launched two new footwear collections featuring outsoles made from

recycled car tires, and its new Earthkeeper line of boots made from recycled and organic materials.

Correlation Analysis:

Before Timberland’s lowest point (profit decrease 20%) between 1992 and 2005, it already produces

successful products. And the company has many analysis wondering : Has Timberland put too much

emphasis on justice and not enough on commerce? It is possible for company to serve a double

bottom line of both values and profits? Based on their analysis, they finally made decision to change

their strategy of making difference of their products. Their products focused on both environmental

and social corporate responsibility. They made their new elegant boots from recycled and organic

materials. Of course their new products also indirectly educate millions of people to be more

appreciate the environment.

Founded by cobbler Nathan Swartz in 1952 and start to produce boots for field workers.

Between 1992 and 2005, Timberland’s market grew eightfold, and annual sales hit $1.6 billion.

Using their profit to implemented social and environment initiatives galore, and implemented toughest protection standards in global manufacturing.

Won awards from Wall Street and social activities.

The next four years, earnings decrease about 20%.

Back to their first mission of making difference.

The past 2 years, Timberland’s profits are up.

Timberland puts Green Index tags on its products to inspire consumers.

Timberland commissioned a new long-term strategy for both environmental and social responsibility.

Have solar-power in California and wind-powered in Dominican Republic intended to reduce greenhouse emissions

Launched two new footwear collections made from recycled and organic materials.

Rise Earthkeeper campaigns (online social-networking) to inspire one million people to lighten their environment

Correlation Scheme Marketing Technique in Timberland