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The growing importance of Green Marketing

Presented by: Chitrank Murarka Aakash Patel

What is Green Marketing?


"Green Marketing" refers to holistic marketing concept wherein the production, marketing consumption & disposal of products and services happen in a manner that is less detrimental to the environment with growing awareness about sustainability.

It incorporates a broad range of activities including


Product modification,

Changes to the production process


Packaging changes Modifying advertising

Definition of Green Marketing

(retailing definition) The marketing of products that are presumed to be environmentally safe.

(social

marketing

definition)

The

development

and

marketing of products designed to minimize negative


effects on the physical environment or to improve its quality.

(environment definition) The efforts by organizations to


produce, promote, package, and reclaim products in a manner that is sensitive or responsive to ecological

Concept of Green Marketing


Ecological green marketing
During this period all marketing activities were concerned to help environment problems and provide remedies for environmental problems.

Environmental green marketing


The focus shifted on clean technology that involved designing of innovative new products, which take care of pollution and waste issues.

Sustainable green marketing


Green or Environmental Marketing consists of 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.

Modern Green marketing practices in terms of consumer fears and expectations


Opportunity
In India, around 25% of the urban consumers prefer environmentalfriendly products. Therefore, green marketers have diverse and fairly sizeable segments to cater to.

Social Responsibility
Many companies have started realizing that they must behave in an

environment-friendly fashion. They believe both in achieving


environmental objectives as well as profit related objectives.

Governmental Pressure
Various regulations are framed by the government to protect consumers
and the society at large. The Indian government too has developed a framework of legislations to reduce the production of harmful goods and by products.

Competitive Pressure
Many companies take up green marketing to maintain their competitive edge.

Cost Reduction
Reduction of harmful waste may lead to substantial cost savings. Firms develop symbiotic relationship whereby the waste generated by one company is used by another as a cost-effective raw material.

Example s of Green marketing


Toyota cars, the better for the planet. By informing consumers about the benefits of driving "green, clean and lean" eco-cars, Toyota seeks to raise awareness among the general public... McDonald's restaurant's napkins, bags are made of recycled paper. Coca-Cola pumped syrup directly from tank instead of plastic which saved 68 million pound/year.

Nokia's environmental welfare work is based on life cycle thinking.


Recycling, treatment of waste, and recovery of used materials.

TATA GROUP OF COMPANIES

One of the most interesting innovations has come in the form of a


biogas-based power plant at Taj Green Cove in Kovalam, which uses the waste generated at the hotel to meet its cooking requirements.

Another eco-friendly consumer product that is in the works is Indica


EV, an electric car that will run on polymer lithium ion batteries. Tata Motors plans to introduce the Indica EV in select European markets this year. Tata Power has said that of the total power it would generate in the next 10 years, 25% would be from renewable energy sources.