Chapter 4: GREEN MARKETING MIX

Reporter:

 Acub, Allisa
 Macaraeg ,Araviela S.
 Munib, Rohanie D.

Green Marketing

 Green marketing incorporates a broad range of activities, including product

modification, changes to the production process, packaging changes, as well as
modifying advertising.
 Green marketing is the need of the hour to save our environment.

Green Marketing Mix

From 4Ps (McCarthy, 1960), to 7Ps of Marketing Mix (Booms and Bitner, 1981)

7Ps of Green Marketing Mix:

1. Product
2. Price
3. Place
4. Promotion
5. People
6. Process
7. Physical Evidences

1. Product
Variety of green products:
 Products are recycled from the former goods
 Products are able to be recycled or reused
 Efficient products to save water, energy or gasoline, save money, and reduce
environmental impact.
 Products with environmentally friendly packaging.
 Product with green labels (with proved evidence)
 Organic products
 It is vital to ensure that the product meets or exceed customers’ expectation.
2. Price
 Since people tend to put price as a critical consideration, it is important for
marketers to provide additional values that improve many aspects of the product.
 Environmentally responsible products are often less expensive if the product life
cycle is taken into consideration.
3. Place
 The choice of when and where to make a product available have significant impact
to attract the consumers.
4. Promotion
 Sustainable marketing and communication tools practices are should be used by
smart green marketers to reinforce the environmental credibility.
5. People
 The People are those who are involved in establishment of green services/product.
 The provider should have green mindset to be implemented in their activities.
6. Process
 Refers to the methodology that the goods and services be provided.
 It should be given serious attention so the process can be executed in the right way
with the main objectives.
7. Physical Evidences
 The physical evidences must ensure that the greenness of every part of the system is
implemented, so it should be implemented from a holistic point of view.