FMCG in green marketing:

For fast moving consumer goods (FMCG), average per capita spending is around 52800 rupees on which out of 66% contributes to urban and 34% towards rural consumption. so we focus on this 66% population.

Marketing mix Product: A product being more innovative and would fall under eco friendly products. when a customer would buy such fmcg products would feel self satisfaction of contributing to the environment. Promotion: The goal of promotion is to make consumers aware of an FMCG product and its characteristics as a green product. The promotion of environmentally friendlier products could be assisted through customer loyalty programmes. Purchasing decisions are motivated by emotional factors like trust and good experience with a specific product or brand in the past. Price: In the case of consumer durables consumers are sometimes willing to pay more if they see a good price/benefit correlation over the lifetime of a product/service. Even for green consumers there is a limit to what they are willing to pay. In this sense, retailers can contribute to overcome the burden of price with good communication. For instance, information about the lower electricity costs of energy efficient white goods over the life-time of a product. Placement: The awareness and willingness of consumers to buy green differs from country to country. According to ITC they imply green marketing in organic farming products as their source of green marketing. Concerning the product placement on the shelves, there are two general trends: off-shelf display (green corners) or category groups (e.g. organic pasta next to whole pasta). For green conscious consumers, green corners might be the better option as they are actively looking for green products.

examples:

ITC Sunfeast : Sun feast brand to its social forestry campaign, where the company chips in with 25 paise for every pack of Sun feast biscuit and pasta sold and consumers who buy the Atta brand Aashirvaad, contribute towards ITCs rain harvesting campaign. Navneet eco-buddy:
Navneet uses an eco-friendly paper which is made from bagasse i.e. Dry sugarcane pulp remained after extracting juice is chemically treated to make paper and fuel. Navneet Publications (India) Ltd. has resorted to a unique, novel project that will make significant contribution to protect trees by using eco-friendly paper to manufacture Navneet's entire range of products.

P&G in green marketing: The focus on "being green" in the commercial market has expanded over the past several years and is a decision factor for many companies when it comes to cleaning products. Products like Daily Cleaners eg. like Mr. Clean Toilet Bowl Cleaner/Restroom Disinfectant, Pro Line Tide Detergent, Comet Disinfecting Bathroom Cleaner, etc. follow the environment friendly standards.