Detail Cantuman

As the global warming issue arising, many organizations start "go green" campaign.The intention of this campaign is to change pepople's lifestyle towards green lifestyle. The changing in pepole's behaviour, force companies and their marketers to find a new way to capture pepople's attention.Then is leads into a new concept of marketing, called "green marketing".
In this case study, researcher will analyze the impact of green marketing strategy in Pulcha, a local homemade natural body care. The objective of this study is to reveal how "green marketing" bring more value for business and deliver it to consumers, especially in Pulchra use "green marketing" as its core value. And could Pulchra use "green marketing" as their competitive advantage and differentiate themselves from competitors. This study is qualitative research uses case study strategy and explorative study methods by interviewing the owner of Pulcha. The result of analysis show that few key factors can be applied in the future for the development of Pulcha : Pulcha has to develop from its current market targeting into new market targeting, Pulcha have several problems and opportunities to be develop on its 7P's marketing mix, (product, place, promotions, and people).