Green Marketing With Reference To Automobiles

By, Anil Kumar.V Hemanth Kumar.S Rakesh K.N

Introduction
The concept of green marketing seems to take its foundations into
the concept of traditional marketing itself. 3 aspects of business:

Market disciplinary

Public polices
Natural environment

This relationship is described by many terms like environmental marketing, ecological marketing, green marketing, sustainable marketing and greener marketing.
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History
Green house effect:
Global warming Climate change

Henion & kinnear were the first person to discuses the green
marketing in 1975. But according to Polonksy prominence was given in late 1980s and 1990s

Definition
All activities designed to generate and facilitate any exchanges intended to satisfy human needs or wants, such that the satisfaction of these needs and wants occurs, with minimal detrimental impact on the natural environment

Ways to become green

Recycle Reuse Labels Extended Product Life

Multiple use

Green marketing mix model

company Green marketing

Company marketing Product Price Place Promotion people

opposition Low

protection

socialisation

Coordination

integration strong

Green marketing scale

Renault
Future objectives

To be one of the top 3 of the car manufacturers emitting the least CO2. Offer a broad choice of bio fuel cars, such as bioethanol and bio-diesel. Develop affordable alternative technologies, for instance electric or hybrid cars

BMW
Future objectives:
BMW is trying to produce cars with zero-emissions The brand expects to build 1000 hydrogen-running cars per year . Engineers are working on a battery-powered city-car

that has been launched in 2012.

Commitments
Alternative propulsion concepts

Mobility for the future

Emergency precautions Group-wide environmental protection

Volkswagen
Future Objectives Invest on research and development for hybrid power train. Electric vehicles Sun Fuel

TOYOTA
Future Objectives
Toyota is also developing new
hybrid models, including a SUV and a sport car. Toyota also began a research on a hydrogenated biodiesel fuel, obtained from a second generation biodiesel fuel. ultimate eco-car

Brands

Ecological solution

RENAULT

Reducing fuel consumption, Protecting air quality, Developing alternatives energies and pollutant emission
Engine improvement, light weight construction, improved aerodynamics. Fuel consumption, Emissions, traffic noise High output motor, Regenerative braking

BMW

Volkswagen

TOYOTA

Findings
After the collection of empirical data we can immediately notice a first trend for the

four manufacturers that were studied. It appears they all are really involved and
some environmental strategies are already well implemented for some brands. The four brands have understood that offering environmental friendly product is a real necessity and they all feel concerned about it. This explains why all the manufacturers invest a lot of money in the research and development in order to find some new technologies. Indeed, the four manufacturers agree on the fact that it is through research and

new technologies that we will reach the zero pollution objective.

Conclusion
The environmental issues have become a real preoccupation for the

society. The second biggest source of CO2 emissions is the transport

sector and more specifically the automotive sector which is responsible of 10% of the total amount of CO2 emissions in the world. So far, it has been really important to first have a better idea of how the marketing could deal with and improve the environment. Secondly it was important to have a look at and analyse the behaviour of the automotive sector .since it was one of the most pollutant and was for sure deeply concerned by the environmental issues.

Take care of the Earth and

she will take care of you...