Lesson 1: Target group marketing

  • Green enterprises and conventional companies differ greatly in the standards against which they measure themselves. In front of customers, however, both products or services must compare. The challenge here is to be able to present your own advantages well.
  • Different target groups evaluate different aspects differently when making purchasing decisions: for example, the importance of price, durability, design, quality.
  • For marketing, it therefore makes sense to know the target group well and to know which aspects are particularly important for one’s own target group.
  • Re-framing can also be a helpful tool to mitigate your own weaknesses (e.g., high initial cost vs. long useful life).

The European Commission support for the production of this publication does not constitute an endorsement of the contents which reflects the views only of the authors, and the National Agency and Commission cannot be held responsible for any use which may be made of the information contained therein.