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Competing for a Share of Sustainability Expenditure in the Airports Industry 2010-2012: Green Marketing Strategies and Drivers, Airports Supplier Expenditure Activity, and Impact on Profitability
iCD Research, Nov 2010, Pages: 190
“Competing for a Share of Sustainability Expenditure in the Airports Industry 2010-2012: Green Marketing Strategies and Drivers, Airports Supplier Expenditure Activity, and Impact on Profitability” is a new report by ICD research that analyzes how airports industry supplier companies perceive sustainability; the specific marketing strategies and practices being undertaken; how sustainability initiatives have been affected by the economic downturn; and what actions are being taken to minimize its negative effects. This report also examines category-level spending outlooks; green marketing budgets; supplier selection criteria; competitive structure developments; the principal challenges associated with the implementation of sustainability practices; market-specific growth opportunities; and the investment opportunities available for leading marketing decision makers.
Scope
- The report is based on primary survey research conducted by ICD Research accessing its B2B panels comprised of senior purchase decision makers and leading supplier organizations
- Opinions and forward looking statements on sustainability management of over 290 industry executives are captured in our in-depth survey, of which 47% represent Directors, C-levels & Departmental Heads
- Analysis on effective promotional channels and major drivers of green marketing, along with key steps of marketing green credentials
- Key topics include suppliers’ annual and green marketing budgets, post recession spending trends and modifications, customer acceptance of green initiatives marketing, and how sustainability might influence future business and profitability
- In the report suppliers identify whether green marketing is more effective than traditional marketing while industry players predict customer spending patterns on sustainability for the next 12-24 months
- The geographical scope of the research is global – drawing on the activity and expectations of leading industry players across the Americas, Europe, Asia-Pacific and Africa & Middle East
Reasons To Buy
Benchmark your sales and marketing plans with industry competitors to effectively determine sustainability strategy and drivers
- Identify the specific green marketing channels your competitors are using to win business
- Better promote your business by aligning your capabilities and business practices with your customers’ changing sustainability needs
- Predict customer spend on sustainability, and acceptance of green initiatives to help forecast revenues
- Understand post recession modifications to sustainability initiatives to formulate company policies
Key Highlights
Cost savings, managing corporate reputation and compliance with legislation are major drivers influencing sustainability efforts in the airports industry.
- Post recession some 50% of industry players are looking to increase their sustainability budget over the next 12 months, with only 4% looking to decrease it.
- Some 36% of companies in airports industry consider green marketing to be more effective than traditional marketing, whereas only 13% consider it to be less effective.
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