GREEN

MARKETING
Vidu
Ajai
Attin
Sushant
Snehansh
INTRODUCTION
Green marketing
is environment
friendly,
sustainable and
socially
responsible
marketing.
According to the American Marketing Association ,
green marketing is the marketing of products that
are presumed to be environmentally safe.

It mainly consists of all activities designed to

generate and facilitate any exchange intended to
satisfy human needs or wants, such that the
satisfaction of these needs and wants occur with
minimal detrimental impact on the natural
environment.
 EVOLUTION
According to peattie
(2001), there are three
phase in the evolution
of green marketing:
1. Ecological green
marketing
2. Environmental green
marketing
3. Sustainable green
marketing
 OBJECTIVES
There are two major objectives of green
marketing:

 IMPROVED ENVIRONMENTAL QUALITY

 CUSTOMER SATISFACTION
 ADOPTION OF GREEN
MARKETING
 Opportunities and
competitive advantage
 Corporate
responsibilities
 Government pressure
 Competitive pressure
 Cost of profit issues
 RULES OF GREEN MARKETING
• Be aware of the environmental issues and the
way it will impact on people’s life.
• Make the customers feel they will make a
difference by being environment-friendly.
• Marketers have to believe that by practicing
green marketing, they will be helping the
environment and the mankind.
• Make best possible efforts to ensure that the
green products provide the same benefit to
customers as the non-green alternatives and are
affordably priced.
 CHALLENGES

• Green products require renewable and recyclable

material, which is costly
• Requires a technology, which requires huge
investment in R & D
• Water treatment technology, which is too costly
• Majority of the people are not aware of green
products and their uses
• Majority of the consumers are not willing to pay
a premium for green products
GREEN MARKETING
MIX
 PRODUCT

The ecological objectives

in planning products are
to reduce resource
consumption and
pollution and to increase
conservation of scarce
resources
 PRICE
 Price is a critical and
important factor of green
marketing mix.
 Most consumers will only
be prepared to pay
additional value if there is a
perception of extra product
value.
 This value may be
improved performance,
function, design, visual
appeal, or taste.
 Green marketing should
take all these facts into
consideration while
charging a premium price.
 PLACE
The choice of where
and when to make a
product available will
have significant impact
on the customers. Very
few customers will go
out of their way to buy
green products.
 PROMOTION
 
 Ads that address a
relationship between a
product/service and the
biophysical environment
 Those that promote a
green lifestyle by
highlighting a product or
service
 Ads that present a
corporate image of
environmental
responsibility
 MARKETING MESSAGES
CONNECTING GREEN PRODUCTS
WITH DESIRED CONSUMER
VALUE
 Efficiency and cost effectiveness

• “The only thing our washer will shrink is your

water bill.”
—ASKO
• “Did you know that between 80 and85
percent of the energy used to washcloths
comes from heating the water”?
-Tide Coldwater—The Coolest Way to Clean.
 SYMBOLISM
• “Think is the chair with a brain and a
conscience.”
—Steelcase’s Think Chair

• “Make up your mind, not just your face.”

—The Body Shop
 HEALTH AND SAFETY
• “20 years of refusing to farm with toxic
pesticides. Stubborn, perhaps. Healthy,most
definitely.”
—Earthbound Farm Organic

• “Safer for You and the Environment.”

—Seventh Generation Household Cleaners
 GREEN MARKETING
MYOPIA
By Theodore Levitt (1960)
• He laid emphasis on ‘managing products’
rather than ‘meeting customer needs’.
• Sometimes, this can also happen for
companies practicing “green marketing", if
they focus on ‘greenness' over the broad
expectations and needs of the consumers or
other stake holders including suppliers,
distributors, regulators and various activities.
 3 WAYS TO AVOID
GREEN MARKETING
MYOPIA…
 Consumer Value Positioning

• Design environmental products to perform as

well as (or better than) alternatives.

• Promote and deliver the consumer-desired

value of environmental products and target
relevant consumer market segments (such as
market health benefits among health-
conscious consumers).
 CALIBRATION OF CONSUMER
KNOWLEDGE
• Educate consumers with marketing messages
that connect environmental product
attributes with desired consumer value
• Example:“pesticide-free produce is healthier”;
“energy-efficiency saves money”; or “solar
power is convenient”).
• Frame environmental product attributes as
“solutions” for consumer needs
 CREDIBILITY OF PRODUCT
CLAIMS
• Encourage consumer evangelism via consumers’
social and Internet communication networks with
compelling, interesting, and/or entertaining
information about environmental products
• Example: Tide’s “Coldwater Challenge "Web site
included a map of the United States so visitors
could track and watch their personal influence
spread when their friends requested a free
sample).
FUTURE OF GREEN
MARKETING
Historically, green marketing has been a
misunderstood concept.

Business scholars have viewed it as a “fringe”

topic, given that environmentalism's
acceptance of limits and conservation does not
mesh well with marketing's traditional axioms
of “give customers what they want” and “sell
as much as you can.”
Rising energy prices, growing pollution and
resource consumption in Asia, and political
pressures to address climate change are driving
innovation toward healthier, more- efficient, high-
performance products. In short, all marketing will
incorporate elements of green marketing.
WINNING
MANTRA
Firstly, Companies need to believe that
“GREEN MARKETING” can work and make
diligent efforts to make necessary efforts to
make necessary product improvements which
deliver performance, are marketable and
profitable.
Companies should not only develop green
products but must explain about the same
more effectively to the consumers.

GREEN MARKETING has to be considered as a

visionary goal to be achieved through
continuous improvements and efforts. It must
be included in the company’s overall
corporate strategy.
 “Green marketing is still in its
infancy and a lot of research is to
be done on green marketing to
fully explore its potential”.
 DELL COMPUTERS
• Recently, dell has launched the ‘a plant for
me’ program in partnership with the
conservation fund and carbonfund.org.
• It has been a very good initiative to offset
carbon emission and individuals and
corporations can easily participate in it.
 HEWLETT-PACKARD (HP)
• HP has promised to cut its global energy uses
20% by 2010.
• To accomplishthis reduction, HP has
announced plans to deliver energy-efficient
products and services.
 Mc DONALDS
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.
.
 NTPC
Badarpur Thermal Power station of NTPC in
Delhi is devising ways to utilize coal-ash that
has been a major source of air and water
pollution.
Barauni refinery of IOC is taken steps for
restricting air and water pollutants.
 PHILIPS

• Philips has launched the ‘super long life’ bulb

which saves up 20% energy.
 GENERAL MOTORS

• GM has launched a light-hearted advertisement on

the TV that begins with ‘Dear oil’.
• The purpose behind this advertisement is to make
people understand its efforts to make people
understand its efforts to move beyond oil as the
source of energy and look to other options.
 WALT DISENY WORLD
(WDW)

It has an extensive waste management

program and infrastructure in place.
 CONCLUSION
Green marketing should not neglect the economic
aspect of marketing. Marketers need to
understand the implications of green marketing.
If customers are not concerned about
environmental issues or will not pay a premium
for products that are more eco-responsible, think
again. There must be an opportunity to enhance
the product's performance and strengthen the
customer's loyalty and command a higher price.
 REFRENCES
• Ottman, J.A. et al, "Avoiding Green Marketing
Myopia", Environment, Vol-48, June-2006
• www.greenmarketing.net/stratergic.html
• www.epa.qld.gov.au/sustainable_ industries
• www.wmin.ac.uk/marketing
research/marketing/greenmix.html
QUERIES