INTEGRATION OF ENVIORNMENTAL MARKETING

WITHIN THE AUTOMOTIVE INDUSTRY

ENVIORNMENTAL

MARKETING

According to the American Marketing Association, enviornmental marketing is the marketing of products that are presumed to be environmentally safe. Thus enviornmental marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. Yet defining enviornmental marketing is not a simple task where several meanings intersect and contradict each other; an example of this will be the existence of varying social, environmental and retail definitions attached to this term.

Unfortunately, a majority of people believe that enviornmental marketing refers solely to the promotion or advertising of products with environmental characteristics. Terms like Phosphate Free, Recyclable, Refillable, Ozone Friendly, and Environmentally Friendly are some of the things consumers most often associate with enviornmental marketing. While these terms are enviornmental marketing claims, in general enviornmental marketing is a much broader concept, one that can be applied to consumer goods, industrial goods and even services. Thus, enviornmental marketing incorporates a broad range of activities, including product modification, changes of the production process, packaging changes, as well as modifying advertising.

CARBON FOOTPRINT
A carbon footprint is defined as the total set of enviornmentalhouse gas (GHG) emissions caused by an organization, event, product or person. A measure of the total amount of carbon dioxide (CO2) and methane (CH4) emissions of a defined population, system or activity, considering all relevant sources, sinks and storage within the spatial and temporal boundary of the population, system or activity of interest. Calculated as carbon dioxide equivalent (CO2e) using the relevant 100year global warming potential.

TOYOTA MOTOR CORPORATION

Toyota Motor Corporation (TMC), is a multinational automa ker headquartered in Toyota, Aichi Japan. It is the world's largest automobile manufacturer by production.

TOP 3 AUTOMAKERS GLOBAL, OICA, 2010

GROUP

UNITS

%SHARE

Toyota

8,557,351

11.0

BMW

8,476,192

10.9

In 2010, Toyota ranked first in units produced globally, with 8.6 million units. (Market share based on OICA 2010 global total of 77,743,862). For the first half of 2011, Toyota had fallen to third place, with BMW first and Volkswagen second.

TOYOTA SALES

PRODUCT LINE
ELECTRIC TECHNOLOGY

Toyota is one of the largest companies to push hybrid vehicles in the market and the first to commercially mass-produce and sell such vehicles, eg. Toyota Prius. The company began providing this option on the main smaller cars such as Camry and later with the Lexus divisions, producing some hybrid luxury vehicles. It labelled such technology in Toyota cars as "Hybrid Synergy Drive" and in Lexus versions as "Lexus Hybrid Drive."

PLUG-IN HYBRID

Toyota is currently testing its "Toyota Plug-in HV" in Japan, the United States, and Europe. Like GM's Volt, it uses a lithium-ion battery pack, but unlike the Volt, it can run on the gasoline or electric engine alone. The PHEV (plug-in hybrid electric vehicle) could have a lower environmental impact than existing hybrids.

ALL-ELECTRIC VEHICLES

Toyota is speeding up the development of vehicles that run only on electricity with the aim of massproducing them in the early part of this decade. Road tests for the current prototype, called "e-com", had ended in 2006. Toyota has made many concept electric vehicles, including the FTEV and FT-EV II.

ENVIRONMENTAL RECORD

Toyota has been a leader in environmentally friendly vehicle technologies, most notably the RAV4 EV(produced from 1997 to 2003) and theToyota Prius (1997 to present). Toyota is now working on their next generation Prius and second generation RAV4 EV both due out in 2012. Toyota had previously released its Eco-Vehicle Assessment System (Eco-VAS) which is a systematic life cycle assessment of the effect a vehicle will have on the environment including production, usage, and disposal. The assessment includes, fuel efficiency, emissions and noise during vehicle use, the disposal recovery rate, the reduction of substances of environmental concern, and CO2 emission throughout the life cycle of the vehicle from production to disposal

BAVARIAN MOTOR WORKS (BMW)

BMW is a German automobile, motorcycle and engine manufacturing company founded in 1917. It also owns and produces the Mini marque, and is the parent company of Rolls-Royce Motor Cars.

PRODUCTION
Country
Germany Mexico China Russia

Make
BMW

2010
905,057 1,500 N/A 1,500 187,454 67

2011
901,898 100,000 67,00 2,000 235,019 1,417

Models
BMW 1, 3, 5, 6, Z, X1,

BMW BMW BMW Mini Rolls-Royce

BMW X3, X5, 3, 5, 7 BMW 3, 5 series BMW X5, X6, 5-series All Minis All RollsRoyce

United Kingdom

Austria
USA South Africa

BMW
BMW BMW

114,306
105,172 54,782

82,863
170,741 47,980

BMW X3 BMW X3, X5, X6

BMW 3Series

Total

1,366,838

1,439,918

PRODUCT LINE
SPORTS CARS
BMW V12 LMR and McLaren F1 GTR are BMW powered cars which have won various races. BMW has a history of success in Formula One. BMW was an engine supplier to Williams, Benetton, Brabham, and Arrows.

TOURING CAR
BMW M3 BMW 320i Turbo

ENVIRONMENTAL RECORD

The company is a charter member of the U.S. Environmental Protection Agency's (EPA) National Environmental Achievement Track, which recognises companies for their environmental stewardship and performance. It is also a member of the South Carolina Environmental Excellence Program and is on the Dow Jones Sustainability Group Index, which rates environmentally friendly companies. BMW has taken measures to reduce the impact the company has on the environment. It is trying to design less-polluting cars by making existing models more efficient, as well as developing environmentally friendly fuels for future vehicles. Possibilities include: electric power, hybrid power (combustion engines and electric motors) hydrogen engines.

CONCLUSION