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Green Article

Green Article

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Published by rohandefined

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Published by: rohandefined on Oct 27, 2010
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10/27/2010

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INTRODUCTIONIn today¶s marketplace one would be hard pressed to find a more utilized buzz word thanµµgreen¶¶. Organic, natural, holistic, sustainable, responsible, however, or whatever you wantto call it, the movement is catching on. Whether we are talking about a type of spa, a line of  beauty care products, organic produce, a more responsible way of vacationing, a type of construction, or even auto production; many industries are recognizing that it actually pays togo green. Interestingly, this trend in green consumerism is not limited to any one industry or  product type. In fact almost all industries contain players who are stepping up their greeninitiatives. The marketplace is rampant with businesses that have now become involved in theeffort to find ways to produce and sell products or provide services that promote consciousand ethical consumption. Most of the green initiatives currently operational in themarketplace typically fall into two categories. On one hand, businesses focus on integratinggreen features into the design or characteristics of individual products. For example, creatinga car that has a higher miles per gallon (MPG) designation or developing a laundry detergentthat is eco-friendly. On the other hand, a larger portion of resources commits to a reduction inwaste and energy usage, building green and limiting CO2 emissions from production. Ideally,µµgreen behaviour¶¶ should go beyond simply creating a biodegradable or recyclable productto a more holistic incorporation of sustainable values into a corporation¶s core principles andvalues.Over the last decade, many green companies began building and retrofitting existingstructures using sustainable and green materials with concerted efforts to implementrecycling and energy conservation initiatives. The trend is so substantial that retailers likeWal-Mart, who traditionally have been criticized for being unfriendly to the environment,have made strides to conserve energy, commit to zero waste policies, and spent significantamounts of money to retrofit lighting and cooling systems in order to create storeenvironments that are environmentally conscious (Addison, 2008). In 2006 CEO Lee Scott pledged to invest over $500 million US to reduce energy consumed in stores by 30 percent,solid waste by 25 percent and double the fuel efficiency of the company¶s vehicle fleet over the next ten years (Financial Times, 2008). Recently, Wal-Mart launched a media campaigntouting their sustainable products, and green initiatives (Yohn, 2008). Nike, Interface,Anheuser-Busch, and IKEA are all examples of corporations who are leading the initiative to be more socially responsible in their renovation and construction practices. In essence, theseorganizations have acknowledged that they have a responsibility to both the environment and
 
to the communities where their products are produced and distributed. Some of thesecompanies have sought out Leadership in Energy and Environmental Design (LEED)certification for the buildings in which they manufacture, distribute and sell their merchandise. This certification is based on a building¶s compliance with standards pertainingto water management, site planning, energy conservation, material use, and indoor environmental air quality. LEED compliance is highly regarded by many organizations whoconsider themselves forward thinking and socially responsible. According to the US GreenBuilding Council (www.usgbc.com), the benefits of green building are numerous.There are a few ways by which a green product can be distinguished. Green products have torepresent a significant achievement in reducing environmental impact; they may also have toincorporate strategies of recycling, recycled content, reduced packaging or using less toxicmaterials. 2 While there has been much talk about corporations turning towards sustainabilityand becoming environmentally friendly.
Reasons for going green
It is really surprising to read these pieces of information as reported in the Times recently:"Air pollution damage to people, crops and wildlife in the US totals tens of billions of dollarseach year". "More than 12 other studies in the US, Brazil Europe , Mexico , South Korea andTaiwan have established links between air pollutants and low birth weight premature birthstill birth and infant death".As resources are limited and human wants are unlimited, it is important for the marketers toutilize the resources efficiently without waste as well as to achieve the organization'sobjective. So green marketing is inevitable.There is growing interest among the consumers all over the world regarding protection of environment. Worldwide evidence indicates people are concerned about the environment andare changing their behaviour. As a result of this, green marketing has emerged which speaksfor growing market for sustainable and socially responsible products and services Thus thegrowing awareness among the consumers all over the world regarding protection of theenvironment in which they live, People do want to bequeath a clean earth to their offspring.Various studies by environmentalists indicate that people are concerned about theenvironment and are changing their behaviour pattern so as to be less hostile towards it. Nowwe see that most of the consumers, both individual and industrial, are becoming moreconcerned about environment-friendly products. Most of them feel that environment-friendly products are safe to use. As a result, green marketing has emerged, which aims at marketing
 
sustainable and socially-responsible products and services. Now is the era of recyclable, non-toxic and environment-friendly goods. This has become the new mantra for marketers tosatisfy the needs of consumers and earn better profits.Green marketing is the process of developing products and services and promoting them tosatisfy the customers who prefer products of good quality, performance and convenience ataffordable cost, which at the same time do not have a detrimental impact on the environment.It includes a broad range of activities like product modification, changing the production process, modified advertising, change in packaging, etc., aimed at reducing the detrimentalimpact of products and their consumption and disposal on the environment Companies allover the world are striving to reduce the impact of products and services on the climate andother environmental parameters. Marketers are taking the cue and are going green.
MA
RKETING
M
IX OF GREEN
MA
RKETING
When companies come up with new innovations like eco friendly products, they can accessnew markets, enhance their market shares, and increase profits. Just as we have 4Ps product prices, place and promotion in marketing, we have 4ps in green marketing too, but they are a bit different. They are buttressed by four additional Ps, namely protection people, planet and profits.
A.
PRODUCT:
 The products have to be developed depending on the needs of the customers who prefer environment friendly products. Products can be made from recycled materials or from usedgoods. Efficient products not only save water, energy and money, but also reduce harmfuleffects on the environment. Green chemistry forms the growing focus of productdevelopment. The marketer's role in product management includes providing productdesigners with market-driven trends and customer requests for green product attributes suchas energy saving, organic, green chemicals, local sourcing, etc., For example, Nike is the firstamong the shoe companies to market itself as green. It is marketing its Air Jordan shoes asenvironment-friendly, as it has significantly reduced the usage of harmful glue adhesives. Ithas designed this variety of shoes to emphasize that it has reduced wastage and usedenvironment-friendly materials.

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