Green Marketing

• Green Marketing is the Marketing of products

that are presumed to be environmentally safe.
• In simple terms it refers to the process of
selling products based on their environmental
benefits.
• Such a product may be environmentally
friendly in itself or produced and/or packaged
in this way
 Why To Go For It?

• Opportunity
• Moral Obligation
• Pressure from Government
• Competitor’s Environmental Activities
 Opportunity
• Firms marketing goods with environmental
characteristics will have a competitive advantage
over firms marketing non-environmentally
responsible alternatives.
• Xerox introduced a "high quality" recycled
photocopier paper in an attempt to satisfy the
demands of firms for less environmentally
harmful products
2. Social Responsibility
Environmental issues being integrated into the
firm's corporate culture.

Firms in this situation can take two perspectives;

Promote as a Do not promote

marketing tool
3.Governmental Pressure
Government wants to "protect" consumers and
society; Governmental regulations relating to
environmental marketing are designed to protect
consumers in several ways:

• Reduce production of harmful goods or by-

products;
• Modify consumer and industry's use and/or
consumption of harmful goods; or
• Ensure that all types of consumers have the ability
to evaluate the environmental composition of
goods.
4.Competitive Pressure
Firms observe competitors promoting their environmental
behaviors and attempt to emulate this behavior. In some
instances this competitive pressure has caused an entire
industry to modify and thus reduce its detrimental
environmental behavior.

:
 Why Not To Go For It?
• Misleading to consumers or industry
• Breach of regulations/ laws
• Consumer perception may not be right
• Environmentally friendly decision today
may be harmful tomorrow
 Ambush marketing
• Ambush marketing is a marketing campaign that takes
place around an event but does not involve payment of a
sponsorship fee to the event.
• For most events of any significance, one brand will pay to
become the exclusive and official sponsor of the event in a
particular category or categories, and this exclusivity
creates a problem for one or more other brands.
• Those other brands then find ways to promote themselves
in connection with the same event, without paying the
sponsorship fee and without breaking any laws.
• 1992 Summer Olympics in Barcelona; Nike sponsors press
conferences with the US basketball team despite Reebok
being the official sponsor. During ceremonies, the players
covered their Reebok logos
• In 1996 Cricket World Cup; Pepsi ran a series of
advertisements titled "nothing official about it" targeting
the official sponsor Coca Cola.
• 2003 world cup; Indian Players threatened to strike over
concerns that the anti-ambush marketing rules were too
strict. Of particular concern was the length of time before
and after the cup that players were not allowed to
endorse a rival to one of the official sponsors. Players
argued that if they had pre-existing contracts that they
would be in breach of them if they were to accept the
ICC’s rules.
What is Online Marketing?

• Online Marketing is the marketing of products or services over

the Internet & it ties together creative and technical aspects
of the Internet, including design, development, advertising
and sale

• Online marketing is used by companies selling goods and

services directly to consumers as well as those who operate
on a business to business
model
 Methods and Channels

Types of online marketing are :

Social
Email Digital Viral
media
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