Go Green LED (“Go Green”) is a non-exclusive distributor of light emitting diode (“LED”) lamps and fixtures manufactured by PolyBrite International, Inc. (“PolyBrite”), the wholly-owned subsidiary of Naperville, Illinois-based The Goeken Group Corporation (“GGC”).

Go Green is comprised of an international network of representatives focused on the public awareness, direct marketing and selling of a comprehensive suite of LED lighting products.  Go Green enables businesses ranging in size from a single-building property managers to Fortune 500 companies to implement their commonly themed “energy-efficient, environmentally-friendly” strategies by executing a comprehensive LED lighting retrofit.

Go Green offers a financial structure with end users is the equal participation in energy savings derived from the replacement of energy-consuming conventional lamps with PolyBrite’s energy-efficient LED lighting products.

Go Green is pursuing a Blue Ocean marketing strategy to simultaneously deliver value to buyers and Go Green.  The compelling value propositions to buyers are the lower total cost of ownership, no mercury risks, and aesthetic comparability.  This “Value Innovation” strategy relies upon the alignment of energy and replacement cost savings with financing or leasing payments to counter buyer reluctance to incur an upfront cost in excess of comparable non-LED lighting products.  A significant component of Go Green’s Blue Ocean marketing strategy is green marketing.  Go Green utilizes green marketing to emphasize the environmental benefits of the Borealis LED product line.

Blue Ocean Marketing Strategy

Blue Ocean Strategy is a business strategy book that promotes a systematic approach "for making the competition irrelevant.”  It contains retrospective case studies and suggests theoretical approaches to creating "blue oceans" of uncontested market space ripe for growth.

The metaphor of red and blue oceans describes the market universe.  Red oceans are all the industries in existence today—the known market space.  In the red oceans, industry boundaries are defined and accepted, and the competitive rules of the game are known. Here companies try to outperform their rivals to grab a greater share of product or service demand.  As the market space gets crowded, prospects for profits and growth are reduced. Products become commodities or niche, and cutthroat competition turns the ocean bloody.  Hence, the term red oceans.

Blue oceans, in contrast, denote all the industries not in existence today—the unknown market space, untainted by competition. In blue oceans, demand is created rather than fought over.  There is ample opportunity for growth that is both profitable and rapid.  In blue oceans, competition is irrelevant because the rules of the game are waiting to be set.  Blue Ocean is an analogy to describe the wider, deeper potential of market space that is not yet explored.

The cornerstone of Blue Ocean Strategy is 'Value Innovation'.  A blue ocean is created when a company achieves value innovation that creates value simultaneously for both the buyer and the company.  The innovation (in product, service, or delivery) must raise and create value for the market, while simultaneously reducing or eliminating features or services that are less valued by the current or future market.  They propose finding value that crosses conventional market segmentation and offering value and lower cost.

Green Marketing

According to the American Marketing Association, green marketing is the marketing of products that are presumed to be environmentally safe.  Thus green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising.  Yet defining green 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.  Other similar terms used are Environmental Marketing and Ecological Marketing.

From an organizational standpoint, environmental considerations should be integrated into all aspects of marketing— new product development and communications and all points in between.  The holistic nature of green also suggests that besides suppliers and retailers new stakeholders be enlisted, including educators, members of the community, regulators, and NGOs.  Environmental issues should be balanced with primary customer needs.