GkLLN MAkkL1ING

IN1kCDUC1ICN
W Green market|ng refers Lo Lhe
process of selllng producLs or
servlces based on Lhelr
envlronmenLal beneflLs Such a
producL or servlce may be
envlronmenLally frlendly ln lLself or
produced ln an envlronmenLally
frlendly way
W 1he concepL of green markeLlng ls
LoLally based on Lhe assumpLlon LhaL
consumers are wllllng Lo pay more
for a C8LLn" producL so as Lo
saLlsfy Lhelr envlronmenLal
consclousness
C1nLk DLIINI1ICNS
W 9rlde and lerrell (1993)
Altetootlvely koowo os eovltoomeotol motketloq ooJ
sostolooble motketloq tefets to oo otqoolzotloos effotts
ot Jeslqoloq ptomotloq ptlcloq ooJ Jlsttlbotloq ptoJocts
tbot wlll oot botm tbe eovltoomeot
W 9olonsky (1994)
Actlvltles JeslqoeJ to qeoetote ooJ focllltote ooy
excbooqes loteoJeJ to sotlsfy bomoo oeeJs ot woots socb
tbot tbe sotlsfoctloo of tbese oeeJs ooJ woots occots wltb
mlolmol Jettlmeotol lmpoct oo tbe oototol eovltoomeot
Jn GkLLN MAkkL1ING
,uLual 8eneflL
A CompeLlLlve Ldge
8lslng uemand of Creen 9roducLs
Plgher 9roflL ,arglns
Snowball LffecL
GkLLN kCDUC1S AND I1S
CnAkAC1LkIS1ICS
W 1he producLs Lhose are manufacLured Lhrough green
Lechnology and LhaL causes no envlronmenLal hazards are
called green producLs
W We can deflne green producLs by followlng measures
9toJocts tbose ote otlqloolly qtowo
9toJocts tbose ote tecycloble teosoble ooJ bloJeqtoJoble
9toJocts wltb oototol loqteJleots
9toJocts cootololoq tecycleJ cooteots oootoxlc cbemlcol
9toJocts cooteots ooJet opptoveJ cbemlcol
9toJocts tbot Jo oot botm ot pollote tbe eovltoomeot
9toJocts tbot wlll oot be testeJ oo oolmols
9toJocts tbot bove ecoftleoJly pockoqloq le teosoble tefllloble
cootoloets etc
CnALLLNGLS IN GkLLN
MAkkL1ING
W Need for Standard|zat|on
t ls foooJ tbot ooly 5 of tbe motketloq messoqes ftom
Cteeo compolqos ote eotltely ttoe ooJ tbete ls o lock of
stooJotJlzotloo to ootbeotlcote tbese clolms
W New Concept
Cteeo ptoJocts ls stlll o oew coocept fot tbe mosses 1be
coosomet oeeJs to be eJocoteJ ooJ moJe owote of tbe
eovltoomeotol tbteots wblcb wlll toke o lot of tlme ooJ
effott
CnALLLNGLS IN GkLLN
MAkkL1ING (Contd)
W at|ence and erseverance
1be lovestots ooJ cotpotote oeeJ to vlew tbe
eovltoomeot os o mojot looqtetm lovestmeot
oppottoolty tbe motketets oeeJ to look ot tbe looq
tetm beoeflts ftom tbls oew qteeo movemeot
W Avo|d|ng Green Myop|a
ocos oo costomet beoeflts
Motlvote coosomets to swltcb btooJs ot eveo poy o
ptemlom fot tbe qteeoet oltetootlve
9toJocts JevelopeJ obsolotely qteeo lo votloos ospects
sboolJ poss tbe costomet sotlsfoctloo ctltetlo
1be qteeo ptoJocts sboolJ oot be ptlceJ vety blqb else
lt wlll lose lts motket occeptoblllty
LNVIkCNMLN1L IkILNDL INI1IA1IVL "60 6RFFt 0Cl
TFlFSC0PlC ARRAt6FHFtT
0F vlRATlt6 SCRFFt
nIGnLIGn1S
go wa|k rather than b|ke
Us|ng co|d water rather than hot water
Sw|tch off power where ever not requ|red
Lffect|ve revent|ve Ma|ntenance of a|| the bag f||ters
An oath to prevent the stoppages of the ma[or equ|pments
Awareness about the reduced carbon foot pr|nt
Lubr|cant consumpt|on opt|m|zat|on
1ra|n|ng to the workmen about the awareness of
go|ng green
sw|tch off the truck when not |n use
Ut|||s|ng energy and power for purpose
"Going grccn rcduccs cost of production#
"Going grccn is aII about saving thc pIanct
carth from dcpIcting naturaI rcsourccs and
rcducing thc carbon footprints : our
contribution to thc pIanct carth through
cffcctivc cncrgy managcmcnt systcm
SCML CASLS
W nLeresLlngly green markeLlng conLlnues Lo be an lssue of
3 global lnLeresL
W n facL Coogle 1rends reporLs LhaL on a relaLlve basls
more searches for green markeLlng" orlglnaLed from
ndla Lhan from any oLher counLry
kank Country
1 ndla
2 uk
3 uS
4 1halland
3 AusLralla
6 Canada
7 Chlna
SCML CASLS (Contd)
W LkAMLL 1 8est Green I1 ro[ect State 8ank of Ind|a Green
I1QS8I
y osloq eco ooJ powet ftleoJly epolpmeot lo lts 10000 oew
A1Ms tbe bookloq qloot bos oot ooly soveJ powet costs ooJ
eotoeJ cotboo cteJlts bot olso set tbe tlqbt exomple fot otbets
to follow
W LkAMLL 2 Lead Iree a|nts from kansa| Nero|ac
oosol Netoloc bos wotkeJ oo temovloq bozotJoos beovy metols
ftom tbelt polots llke leoJ metcoty cbtomlom otseolc ooJ
ootlmooy tbot coo bove oJvetse effects oo bomoos
SCML CASLS (Contd)
W LkAMLL 3 Ind|an C||s Green Agenda
oJloo Oll ls folly qeoteJ to meet tbe totqet of teocbloq ukO complloot
foels to oll potts of tbe coootty by tbe yeot 2010 mojot cltles wlll opqtoJe to
otoI complloot foels by tbot tlme
W LkAMLL 4 Ind|as 1st Green Stad|um
1be 1byoqotoj 5toJlom lo New uelbl bos beeo coosttocteJ os pet tbe
qteeo bollJloq coocept wltb ecoftleoJly motetlols
W LkAMLL S Lcofr|end|y k|ckshaws before CJG
A bottety opetoteJ tlcksbow tlck spoosoteJ by o cellolot setvlces ptovlJet
wos looocbeJ lo uelbl to ptomote ecoftleoJly ttoospottotloo lo tbe clty obeoJ
of tbe commooweoltb Comes
W LkAMLL 6 J|pro Green It
Jlpto ofotecb wos oJlos fltst compooy to looocb eovltoomeot ftleoJly
compotet petlpbetols Jlpto Cteeowote 1bese ptoJocts ote kon5 (kesttlctloo
of nozotJoos 5obstooces) complloot tbos teJocloq ewoste lo tbe eovltoomeot