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‡ What is green marketing?

‡ Benefits of green marketing?
‡ Why its chosen
‡ Green marketing Mix
‡ What to do in green marketing
‡ Challenges

 

  
‡ ³All activities design to generate and facilitate any exchange extended
to satisfy human need on wants such that satisfying of this needs and
wants occur with minimal detrimental input on the national
environment.´

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the marketing of products that are presumed to
be environmentally safe.

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the development and marketing of the
products design to minimize negative effect on the physical
environment or to improve its quality.

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the effort by organization to produce,
promote, package and reclaim product in a manner that is sensitive or
responsive to ecologic concern.
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‡ According to the American Marketing Association, '
- .
' is the marketing of products that are
presumed to be environmentally safe.
‡ The American Marketing Association (AMA) held the first
workshop on "Ecological Marketing" in 1975.
‡ The green marketing has evolved over a period of time.
According to Peattie (2001), the evolution of green
marketing has three phases-
‡ First phase was termed as 0/,  ', 1 green
marketing.
‡ Second phase was 0/0 -
1 green marketing .
‡ Third phase was 1+2
 31 green marketing.
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‡ Green marketing is the process of developing products and
services and promoting them to satisfy the customers .
‡ To utilize resources efficiently without wasting.
‡ Growing concern among customer regarding environmental
protection.
‡ Organization believe they have a moral obligation to be more
social response.
‡ CSR activities.
‡ Cost factors associated with waste disposal, or reduction in
material usages forces firms to modify their behaviour.
‡ Organization perceive environmental marketing to be an
opportunity that can be used to achieve its objectives.
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‡ It ensures sustained long-term growth along with
profitability.
‡ It saves money in the long run, thought initially the cost
is more.
‡ It helps companies market their products and services
keeping the environment aspects in mind.
‡ It helps in accessing the new markets and enjoying
competitive advantage.
‡ Most of the employees also feel proud and responsible
to be working for an environmentally responsible.

  



  
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25% consumer prefer environmental friendly products & 28% may
be considered health conscious. Ex: Surf excel, LG
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Ex: HSBC became the world¶s first bank to go carbon-neutral last
year.
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Ex: ban of plastic bag in Mumbai, prohibition of smoking in public
areas.
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· Environmental friendly and safe products.
· Made from recycled material and used goods.
· Marketers role is product management is providing product designers
with market driven trends and customer requests for green products
attributes such as energy savings, organic, green chemical etc.
‡ |,
· Green pricing take into consideration the people, planet and profit in a
way that takes care of health of employees and ensure efficient
productivity.
· Wal Mart unveiled its first recyclable cloth shopping bag. IKEA started
charging consumers when they opted for plastic bags and encouraged
people to shop using its "Big Blue Bag".
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· Green place is about managing logistics to cut down on transportation
emissions, thereby in effect aiming at reducing the carbon footprint.
· For example, instead of marketing an imported mango juice in India it
can be licensed for local production.

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· Green promotion involves configuring the tools of promotion, such as
advertising, marketing materials, signage, white papers, web sites,
videos and presentations by keeping people, planet and profits in mind.
· Toyota is trying to push gas/electric hybrid technology into much of its
product line.
· Indian Tobacco Company has introduced environmental-friendly papers
and boards, which are free of elemental chlorine.
· International business machines Corporation (IBM) has revealed a
portfolio of green retail store technologies and services to help retailers
improve energy efficiency in their IT operations.
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‡ Environmental friendly, recyclable products.
‡ Energy efficient cars.
‡ Energy efficient light bulbs.
‡ Wood harvested from sustainable forest.
‡ Cleaning supplies that do not harm humans or environment.
‡ Energy from renewable sources of energy such as windmills
and solar power

  

  
‡ Minimize the impact on the environment.
‡ Set the right green objective.
‡ Demonstrate social responsibility.
‡ Provide accurate environmental information.
‡ Identify the product with green characteristics.
‡ Focus product development on sustainability.
‡ Set realistic price.
‡ Practice greener distribution.
‡ Promote green credentials efficiently.
‡ Make it easy for customer to be green.
 
  
‡ Green products require renewable and recyclable
material, which is costly
‡ Requires a technology, which requires huge investment
in R & D
‡ Water treatment technology, which is too costly
‡ Majority of the people are not aware of green products
and their uses
‡ Majority of the consumers are not willing to pay a
premium for green products
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‡ India is growing at 9% annually and expected to double its energy
consumption between 2005 and 2030.
‡ NTPC Limited has decided to allocate 0.5% of distributable profit
annually for its "Research and Development Fund for Sustainable
Energy," for undertaking research activities in development of green and
pollution free technologies.
‡ In India, around 25% of the consumers prefer environmental-friendly
products, and around 28% may be considered healthy conscious.
‡ Nokia's environmental work is based on life cycle thinking.
‡ Tata Steel aims to reduce carbon dioxide emissions at its Jamshedpur
plant from the current 1.8 tone to 1.7 tones per tone of liquid steel made
by 2012.
 

 

  

‡ Consumers in the United States are expected to double

their spending on green products and services in the next
year to an estimated $500 billion, according to an annual
consumer survey by Landor Associates.
‡ According to market researcher Mintel about 12% of the
U.S. population can be identified as True Greens.
‡ According to Mintel's report, 66% of consumers in United
States do not buy green products because of high cost,
while 34% say there is lack of availability of green products
in the market.
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