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Responding to increasingly serious environmental problems, now Green Marketing is receiving special attention from companies. Apart from being environmentally friendly, experts mentioned that Green Marketing has a positive effect on the brand image of a company. One company that is well-known for campaigning for Green Marketing is Tupperware with its campaign "reduce and reuse".
The trend is currently on the rise, the topic of Green Marketing was then raised by Dr. Dra. Genoveva, M.M., Head of President University's Management Study Program with her student, Wulan Berliana in research entitled "Green Marketing Mix Strategy in Improving Brand Image". This research was presented at the Seminar Nasional Riset Terapan Administrasi Bisnis dan MICE IX held by the Business Administration Study Program of Politeknik Negeri Jakarta recently (21/7). This research journal managed to reach the top 10 among a total of approximately 150 participants.
Through this research, Genoveva and Wulan analyzed Tupperware's Green Marketing Mix strategy, which although it has carried out a Green Marketing Mix in its marketing strategy, the Top Brand Index in 2017 reported that Tupperware has experienced a decline in its brand index over the past 3 years.
The research shows that the green product, green price, and green place variables significantly affect the brand image of Tupperware, while the green promotion variable does not. Green Price provides the largest contribution to the brand image. Green Price itself includes pricing based on product quality that supports the environment. For that reason, both of them suggest that the company should pay special attention to the price factors that greatly affect the Brand Image, so that the pricing must take into account the long-term environmental factors. (SL)
Strategi Green Marketing Mix dalam Meningkatkan Brand Image
Menanggapi permasalahan lingkungan hidup yang makin serius, kini Green Marketing mendapat perhatian khusus dari perusahaan. Selain ramah lingkungan, beberapa ahli menyebutkan Green Marketing berpengaruh secara positif terhadap brand image sebuah perusahaan. Salah satu perusahaan yang terkenal mengkampanyekan Green Marketing adalah Tupperware dengan programnya reduce dan reuse.
Trennya saat ini sedang naik daun, topik Green Marketing ini kemudian diangkat oleh Dr. Dra. Genoveva, M.M., Kepala Program Studi Manajemen President University bersama mahasiswinya, Wulan Berliana dalam sebuah penelitian berjudul “Strategi Green Marketing Mix dalam Meningkatkan Brand Image”. Penelitian ini dipresentasikan di Seminar Nasional Riset Terapan Administrasi Bisnis dan MICE ke-IX yang diadakan oleh Jurusan Administras Niaga Politeknik Negeri Jakarta baru-baru ini (21/7). Jurnal ini berhasil meraih peringkat 10 besar dengan total kurang lebih 150 peserta.
Melalui penelitian ini, Genoveva dan Wulan menganalisa strategi Green Marketing Mix milik Tupperware, di mana meskipun telah melakukan Green Marketing Mix di dalam strategi pemasarannya, Top Brand Index pada tahun 2017 melaporkan bahwa Tupperware mengalami penurunan brand index selama 3 tahun terakhir.
Penelitian ini menunjukan bahwa variabel green product, green price dan green place secara signifikan berpengaruh terhadap brand image produk Tupperware, sementara variabel green promotion tidak. Green Price memberikan kontribusi terbesar terhadap Brand Image. Green Price sendiri meliputi penentuan harga berdasarkan kualitas produk yang mendukung lingkungan. Untuk itu, keduanya menyarankan perusahaan dapat memberikan perhatian khusus terhadap faktor harga yang sangat mempengaruhi Brand Image, sehingga penetuan harga harus memperhitungkan faktor lingkungan jangka panjang. (SL)
