Green Marketing in Sustainable Construction: Analysis of BHI Architecture and Urban Design

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NAME
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INSTITUTION:
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Executive summary
The report is based on green sustainability in construction. It begins with a simple but elaborate
introduction to the issue based on a previous report. What follows is the body of the report that
reflects on identification on brand priority audience & their psychographic profile which is
discussed in details. This includes the green marketing strategies basing them on the 4p’s of
marketing. What follows is a conclusion in the form of a reflection of the report and the insight
gained from it. Lastly is a list of references from where the information used in the report was
sourced from.

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Contents
INTRODUCTION...........................................................................................................................................4
IDENTIFY BRAND PRIORITY AUDIENCE & THEIR PSYCHOGRAPHIC PROFILE................................................5
Brand priority audience...........................................................................................................................5
Brand psychographic profile....................................................................................................................5
Green Marketing strategy critique and analysis......................................................................................6
1. Price.............................................................................................................................................6
2. Promotion....................................................................................................................................6
3. Product........................................................................................................................................7
4. Place............................................................................................................................................7
Strategic recommendations:...................................................................................................................8
1. Vigorous and relevant advertising...............................................................................................8
2. Readjust the prices......................................................................................................................8
3. Changing to a sustainability brand image....................................................................................8
CONCLUSION...............................................................................................................................................9
REFERENCES..............................................................................................................................................10

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INTRODUCTION
Green marketing is the process that involves selling services and/or goods that are environmental
friendly, that is; they cause very little or no environmental pollution. (Ottman, 2017). This
implies that the product or services are either produced in an environmental friendly way or are
environmental friendly. Sustainable building involves considering a buildings entire life cycle
that is; from planning stage to designing, construction, operation, maintenance, renovation, and
eventually its demolition. (Madurwar, Ralegaonkar & Mandavgane, 2013).This is done by via
utilizing materials that are recycled and also bio-degradable materials. Given the high rate of
pollution, many companies have turned to using environmental friendly ways for production and
also producing green products. Buildings consume some 30% of the world's resources, 10% of
water and around 40% of the world's energy. In this case scenario, the country of study is
Australia and the company to be analyzed is BHI Architecture and Urban Design. In Australia,
there is Green Building Council whose sole authority is to accelerate and promote sustainable
building for a better environment that is healthy, productive, livable, and sustainable. Thus a
large number of companies in Australia have adopted green construction. The company is a
construction one and has adopted sustainable architecture in a bid to be environmental friendly.
The report will seek to analyze how BHI Architecture and Urban Design practice its green
marketing. Furthermore, the Australian constitution under The Environment Protection and
Biodiversity Conservation Act 1999 ( EPBC Act) seeks to promote construction that is
environment friendly. (Miller, et al, 2015).