Green

Marketin
Meaning :
Process of Selling Products
and/or Services based on
their Environmental
Benefits
Meaning :
Marketing of Products
that are presumed to be
Environmentally Safe.
Evolution
of
Green
Marketing
Ecological:
Help Environment Problems
and Provide Remedies for
Environmental Problems
Environmental :

Technology that Involved

Designing of Innovative
New Products, Which Take
Care of Pollution and
Waste Issues.
Sustainable :
Meeting the Needs of the
Present Without
Compromising the Ability
of Future Generations.
Why ?
Utilize the Resources of
Organization Efficiently
Without Waste
Why ?
Growing Interest
Among the Consumers
Regarding Protection of
Environment.
Why ?
Effecting Potential
consumers Buying
Decisions
Why ?
Assumption that
Consumers Will Be
Willing to Pay More for
Green Products
Why ?
25% of the consumers prefer
environmental friendly
products, and around 28% may
be considered healthy
conscious.
Advantages
Competitive Advantage
Over the Companies
Which are Not Concerned
for the Environment
Advantages

Sustained Long-term
Growth Along With
Profitability
Advantages
Saves Money in the Long
Run, Though Initially the
Cost is More.
Advantages

Helps in Accessing the

New Markets
Green Marketing Mix

4 P’s
Product :
Ecological Objectives in
Planning Products are to
Reduce Resource
Consumption And Pollution
 Price :
consumers will only be
prepared to pay additional
value if there is a perception
of extra product value
 Promotion :
Ads that Address a
Relationship Between a
Product/Service and
the Biophysical Environment
 Promotion :

Promote a Green
Lifestyle by Highlighting
a Product or Service
 Promotion :

Present a Corporate
Image of Environmental
Responsibility
Place :
Choice of Where and When
to Make a Product Available
Will Have Significant Impact
on The Customers
Challenges :
Green products require
renewable and
recyclable material,
which is costly
Challenges :
Requires Huge
Investment in
R&D
Challenges :

Water Treatment
Technology, Which
is Too Costly
Challenges :

People are Not Aware

of Green Products and
Their Uses
Challenges :
Consumers are Not
Willing to Pay a
Premium for Green
Products
 In Practice :
Surf Excel –
“do bucket paani roz
bachana"
 In Practice :
LG –
Five Star Rated AC
 In Practice :
Phillips –
Power Saving Bulbs
In Practice :
Mc Donald's –
Waxed Paper Bags
In Practice :
Ford –
Escape Hybrid SUV
 In Practice :
Airbus –
“ A Better Environment
Inside and Outside”
 In Practice :
IKEA –
“ Big Blue Bag Better”
 In Practice :
NIKE –
“ Eco Friendly Air Jorden
shoes”
In Practice :
Nokia –
“ Karo Phone Recycle,
Bano Planet Ke Rakhwale”
 Conclusion:

Green marketing should

not neglect the economic
aspect of marketing
 Conclusion:
Green marketing is still in its
infancy and a lot of research is
to be done on green marketing
to fully explore its potential.
query ?