GREEN MARKETING PRESENTATION

WHAT IS GREEN MARKETING

 Green Marketing is the process of planning and executing the

marketing mix to facilitate consumption, production,
distribution, promotion, packaging, and product reclamation in
a manner that is sensitive or responsive to ecological concerns.

 Mintu and Lozada (1993) defined green marketing as the

application of marketing tools to facilitate exchanges that
satisfy organizational and individual goals in such a way that
the preservation, protection and conservation of the physical
environment is upheld”.

Green Marketing Opportunities/benefits

Equipped with a better grasp of ecological issues, enlightened

business people voluntarily adopt environmentally responsible
business practices. More and more business communicators know
how to use green marketing strategies to take advantage of
opportunities to boost their corporate environmental images.

More Profits
 Responsible organisations upgrade their facilities with energy
efficient technologies and this reduces operating costs and
liability while boosting profits.
 Producing eco-efficient products creates less waste, uses fewer
raw materials, and saves energy too.

Competitive Advantage
  Many marketers now know that being the first to the shelf with
an environmental innovation brings competitive advantage.
 Companies such as Rayovac, German based Henkel, Philips
Lighting, Wellman, Inc. gained competitive advantage for
pioneering with environmentally conscious products.
 Many of these leaders are being showered with any number of
eco-accolades now offered by industry, media, government, or
environmental groups.

Increased Market Share

 Consumers now prefer to purchases those products and
packages that can be recycled or that can be safely disposed in
their communities.
 A large number of consumers will happily switch brands to
those of companies and products deemed environmentally
sound and boycotting the brands of companies with
disappointing environmental track records.
 Many companies now offer the greenest of mainstream
products and take the pains to project environmentally
appropriate corporate images and growth opportunities have
not been lost on such market leaders for example Procter &
Gamle, Mc Donald’s and Compaq.
Better Products

 Environmentally conscious products offer the following primary

benefits: performance, convenience, competitive price, and
safety.
 What attracts most consumers to greener products is the
prospect of higher quality e.g. water-saving showerheads
means slashed energy bills, concentrated laundry detergents
are easier to carry and store, and nontoxic garden products are
safer for children.

Personal Rewards
 Creating products that are more in sync with nature allows
companies to personally contribute to environmental clean-up
and helps ensure a more secure future for the young
generations to come. Green marketers are moving away from
mere product functionality/performance e.g. clothes will
become ‘white than white” or that their breath is “fresher than
fresh”.
 The movement is now towards offering their consumers the
prospect of healthier, more fulfilled lives and the power to
make the world a better place by being eco-friendly.
REVENUE INCREASED- Consumers prefer every new and positive
concept, a successful product that fulfils consumer satisfaction will
definitely have an increase in sales and revenue.

Cost reduced- In green marketing, the cost of raw materials is low

thus it will increase the productions and save money.

Build brand value-A great green practices company will get a good
brand value in the heart of the consumers.

Tax-breaks and loans from government because those innovative

companies which help the nation who are living in a rural or un-
employment will bear uncertain risks. Besides, they save
environment and health on nation so they receive subsidies from
government.

World salvation—Disposal and treatment of wastage, production

process of companies will produce emissions of several greenhouse
gases which contribute to global climate change which can causes
greenhouse effect. By following a great way of green practices, the
companies could save the world in the way of saving the health of
peoples and the environment.

LIMITATIONS OF GREEN MARKETING

Insufficient knowledge—for example if companies do not have

adequate information and knowledge on how green marketing is of
help they will simply not produce green products.

Few outlets offering green products---due to fear of having losses

and also fear of the unknown most companies are not engaging into
green marketing and thus making green products scarce in the
markets.
Ignorance by companies and use of other marketing practises---
most companies in the production sector ignore the benefits offered
by green products. Most companies only think that green marketing
is not benefial at all that why they are ignorant to know more of
green marketing.

Lack of adequate training of sales representatives ---though some of

the companies are now bit by bit engaging into green marketing they
are not sufficiently training their marketing personnel so they deliver
the whole concept of green marketing to their consumers

WHAT ARE GREEN PRODUCT S?

 Green products refer to products, service or practises that
allow economic development while conserving for future
generation.
 It has less of an environment impact or is less detrimental to
human health that the traditional product equivalent.
(NOTE: No product will be 100%green)

CHARACTERISTICS OF GREEN PRODUCTS

.Energy efficient and often have low maintenance requirements .
.Biodegradable or easily reused either in part or as a whole.
.Free of Ozone depleting chemical toxic compounds and do not
produce toxic by-products.
.Often made of recycled materials or content or from renewable and
sustainable sources.
.Obtained from local manufactures or resources.

Examples of green products include:

1.Tesla Electric cars
 In an era when the transport industry failed to reduce its
carbon footprint significantly Tesla came out as the poster child
of electric cars revolution .
Cars produced by Tesla company are unlike convectionals , they are
highly efficient motors which run on clean energy
2.Eco-friendly dishwashers
 Eco-friendly dishwashers reduces the usage of energy and
water to half the required for normal dishwashers.
 This green product uses less than 240W and less than
3.2gallons per cycle which may not only benefits the
environment but also helps the consumer save a lot.

Green Marketing tools

 Eco-labelling, eco-branding, green packaging and green

environmental advertisement are part of the green marketing
tools.
 They help make perception easier and increase awareness of
eco-friendly products features and aspects.
 Practicing these policy tools plays an important role in
changing consumer purchasing behaviour to purchase
environmental friendly products, thus, decreasing the adverse
effect of artificial products on the environment.

ECO-LABELING
 Eco labelling is characterized as a tool for consumers to assist
the progress of making a decision to choose eco-friendly
product.
 It also allows consumers to understand how the processes of
products are made.
 Environmental labels can include merely the brand products or
a series of mixed Information
 In modern day, there are relatively 30 various green label
schemes worldwide.

b) Eco-brand

 Eco-brand is a name, symbol or image of products that are

harmless to the environment.
  Applying an eco-brand can help consumers to distinguish them
from other non-green products
 Malaysian consumers consider aerosols, household cleaning,
glass based, pesticides and plastics as non-green product
classifies with high level of impact to environments and for that
reason, it can be anticipated that consumers will react
positively to products with environmental aspects known as
ecobranded products.
 Eco-branded products such as green energy and Body Shop.

c) Environmental advertisement
 In order to improve green movements worldwide and raise
public attention to environmental problems, most
organizations engage in environmental advertisements
 This is done through media or newspapers as green techniques
for introducing their products to environmentally responsible
consumers.
 Green advertisement is one of the ways to influence
consumers’ purchasing behavior that will strongly encourage
consumers to buy products that are eco-friendly to our
environment.
 Davis (1994) describes there are three elements in green
advertisement.
1)Firstly, the company will start a statement that is related to the
environment.
2)Secondly,the company will demonstrate its concern and
dedication to improve the environment by its changed procedure
from the green advertisement.
3) Thirdly, specific environmental actions in which the company is
involved will be promoted by green advertisement.

Green Packaging
 It is an approach towards product packaging that considers full
environmental impact of the production and disposal of the
packaging material.
  A sustainable package will generate less waste than
conventional packaging and will be manufactured from
materials that use as much recyclables material as possible
using least amount of energy.

ENVIRONMENTALISM
 Is an organized movement of concerned citizens, businesses,
and government agencies designed to protect and improve
people’s current and future living environment.
 Environmentalism is concerned with damage to the ecosystem
caused by global warming, resource depletion, toxic and solid
wastes, litter, the availability of fresh water, and other
problems.
 Other issues include the loss of recreational areas and the
increase in health problems caused by bad air, polluted water,
and chemically treated food.

Environmental sustainability
 A management approach that involves developing strategies
that both sustain the environment and produce profits for the
company.
 For example, Elevation Burger has adopted the concept of
eating authentic and sustainably prepared food that’s good for
the consumers as well as the environment .
 In Zimbabwe the Harare City Council has embarked on zero
litter campaign on effort to adopt sustainable practises since
June 2013 and with the help of Environment Management
Agency (EMA) have set a fine to be paid when one throws litter
not in bins
 The Reserve Bank of Zimbabwe (RBZ) is driving to go green this
2020 whereby a sustainable bank maintains balance between
the need to make profits, on one hand, meeting environmental,
social and development issues on the other.