Presentation By:Anu Jindal Roll no: 146 M.B.A. 2nd sem.

Green marketing

What does Marketing mean to your business.?

Relationship……………?

Image or Awareness………?

New business opportunities………?

Press or Public relations…….?

Company Image……?

Communication…..?

To transfer the message…..?

What is marketing.?
• Marketing is the application of a series of well  tried logical disciplines to commercial problems….. And a lot of hard work.

“Contrary to some beliefs it is not  ‘razzle dazzle’ or divine inspiration”. •

What is Green Marketing?
Business Environment

Meaning of Green marketing:• Green marketing consists of marketing efforts to produce, promote, and reclaim environmentally sensitive products. • Thus green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising.

Definition• According to the American Marketing Association:- “Green marketing is the marketing of products that are presumed to be environmentally safe.” • Focus on reducing carbon emissions and its impact on climate change • Part of wider green word including recycling, organic, ethical consumers.

G . M . Components :Education -Internal -External Marketing -Internal -External Outreach -Innovation -Conservation

External Marketing:• Booklets, • brochures • WCIgreen.com web  site • Demonstration  homes • Consumer awareness coloumn

External marketing

Internal Marketing• Posters, pins, etc. • Quarterly news/letter • Employee Expo

Education :- Internal

All employees:-

Education:- External
• Green demonstration centers • Sales staff as front line educators • Brochures and quarterly news/letters

Education-partners

C o m m u n i te th e Pro b l m ! ca e
Tell them the environmental realities:• Air & water pollution • Use of non-renewable resources • Loss of community

Message is everywhere:-

Part of this message are…………..
• Sustainability and profitability go hand-in-hand • Good corporate citizenship improves relationships with key constituencies • Helps recruit, motivate and retain employees • Increasingly connected to improving bottom lines and shareholder value

Risk of Greenwash: Reputational damage

Challenges and threats to brands
• -If you don’t do green someone else will • -markets see significant and rapid consumer shifts • -comparative shopping from low emission consumers • -abstaining and reducing purchase altogether • -personal carbon credit limits • -activist bloggs/ PR attack on high carbon brands

Challenge • a fundamental shift in consumer. • expectations and attitudes towards consumerism? • are consumers on the verge of redefining and questioning the basis of Consumerism ?


• people don’t want to stop consuming but want to find ways that don’t harm the environment.


• lets construct a consumer society that accommodates less waste and lower

Recommendations for G.M.

•Establish a mindset – View your organization’s ability to address climate change as an opportunity, not a sacrifice

•Be a part of the solution – Set realistic short and long-term goals to  address the issue of climate change and define a course to achieve them •Be bold, be transparent – Demonstrate your commitment by being  straightforward and open about your goals and share your progress with all stakeholders (employees, customers, investors, the media) •Use your approach as a competitive advantage – As more  consumers and investors look to do business with “green” organizations, identify everything is doing to

Conclusions:-

T h a n ks

Sign up to vote on this title
UsefulNot useful

Master Your Semester with Scribd & The New York Times

Special offer for students: Only $4.99/month.

Master Your Semester with a Special Offer from Scribd & The New York Times

Cancel anytime.