GREEN MARKETING

The New Imperative
Prepared By :NUPUR JAIN

MBA - 1 st sem

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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 i g to Pe a tti ( 2 0 0 1 ), th e re a re 3 n e p h a se s :-

Jacquelyn A Ottman and others have described Green Marketing at 3 different levels :MARKETING HOLISTIC NATURE

ENVIRONMENTAL ISSUES

Green marketing is a remedy for mitigating climate change and global warming and it also give a competitive edge to others…

IMPORTANCE OF GREEN MARKETING

“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.

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