Eco Lifestyle Marketing LG 생활건강 Marketing Director

이계춘

About Eco

Ecology is… the study of the relationships between plants, animals, people, and their environment, and the balances between these relationships

Chris Jordan “Intolerable Beauty” - Gyre -

Chris Jordan “Midway Island” - Albatross -

The Tragedy of the Commons

Mass Production

Mass Consumption

Cost of Ice

Direct Cost : OO만원 Environment Cost : O원

Direct Cost : OO원 Environment Cost : ?

Eco Pay as environment cost

Pay… 1) 지급하다(cost) 2) 수익을 내다(profitable)

Me Beautiful Ego Pay

Ego Marketing

We Eco Beautiful

Eco Pay Eco Marketing

Eco Marketing Works ?

Maslow “Hierachy of Needs”

Eco Pay Funding

Marketer -> Consumer

Quantity

Cost Revenue

Profit

Total Cost

Total Revenue

Eco Pay

BEP

7 Keywords of Eco Marketing

Eco-friendly… Eco friendly products or services are less harmful to the environment than other similar products or services.

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

Big Cause(대의명분/사명감)

• From Brand Story to Brand Promise

• Donation Marketing • Toms Shoes

Authentic(진정성)

• Vs Eco Skill (상술) • True R&D Investment • Going Concern (short/mid/long term) • Resonance (공명:직원/고객/사회/지구)

Respect for Life(생명에 대한 존중)

• EU regulation 2013~ • No Animal Testing in

Cosmetic Industry • 멸종위기 동물 보호

Organic (유기농)

• 3 Year • Food & beyond • 20% Premium • 국내 기준 필요 • Organic & beyond

Carbon Footprint(탄소 발자국)

• Tesco • Minimum Chemical • LED • Solar Energy / Rain • Hybrid / EV / Fuel

Cell

Cradle to Cradle(요람에서 요람으로)

• Cradle to Grave ? • Bio Diesel • Biomass Plastic • Biodegradable

Beyond Case

Slow & Steady Growth

출

시

에

코

철

학

바

이

오

매

스

오

가

닉

10 Brand Philosophy (2007)

No Animal Testing – IMC (2012)

Save us Fund – Product (eco cute)

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

Brand Store

Collaboration

Finally Eco Echoes… • 즐거움/ 행복/ 감동을 주는 브랜드 vs 영혼이 없는 브랜드(Zombie) • 그리고 우리의 후손들을 위하여