GREEN

MARKETING
The New Imperative

Prepared By :-NUPUR JAIN

MBA - 1 st sem
 .
GREEN MARKETING is the
recent buzzword ruling the corporate
world
Green marketing is defined as “environmental
considerations integrated in all aspects of marketing”.

By-‘Jacquelyn A Ottman’
Author of “GREEN MARKETING : Opportunity for
innovation”

The term also defined as “All activities designed to

generate and facilitate any exchange intended to
satisfy human needs and wants such that these
requirements meet with minimal detrimental input on
the national environment”.
By- ‘Michael J Polonsky ‘
Author of Books on “Environment and Green
EVOLUTION OF THE CONCEPT
A cco rd in g to Pe a ttie ( 2 0 0 1 ), th e re a re 3
p h a se s :-

Jacquelyn A Ottman and others have described

Green Marketing at 3 different levels :-

MARKETING HOLISTIC NATURE

ENVIRONMENTAL ISSUES
 IMPORTANCE OF GREEN
MARKETING
Green marketing is a remedy for mitigating climate
change and global warming and it also give a
competitive edge to others…
“WINING MANTRA”
ØCompanies need to integrate this strategy in all the 4
P’s of marketing
Ø
ØNot only develops green products but explain about the
same to green consumers
Ø
ØConsidered as a visionary goal must be included in
corporate strategy
 RULES OF
GREEN MARKETING
ØCreate awareness among customers about environmental
issues
ØMake the customers feel different by being eco friendly
ØBelieve that by practicing it, they will be helping the
environment & mankind
ØMake efforts to lower the difference between the benefits
& pricing of green products v/s non green alternatives
 A Few cases
üIntroduction of CNG in Delhi
ü
üMcDonald's using recycled paper

üHewlett-Packard (HP) promised to cut its global

energy uses 20% by 2010
ü
üPhilips “super long life” bulb
ü
üCanon introduced recycled photocopier paper
CONCLUSION
vGreen Marketing is still in its infancy.

vGreen Products require Renewable &

Recyclable products that are more
expensive.

vAdoption of Green marketing may not

be profitable sometimes in short-run,
but those who first movers, will have
competitive edge over the others in
long-run.
Thank
you.