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Seminar
On
Green Marketing

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CONTENT
 Introduction
 Evolution of Green Marketing

 Why Green Marketing?

 Benefits of Green Marketing

 Popularity and effectiveness

 Evolution of Green Marketing

 Green Marketing Mix

 Five simple rules of green marketing

 Conclusion

 References
INTRODUCTION

 Green marketing is typically practiced by companies that

are committed to sustainable development and
corporate social responsibility.
 More organizations are making an effort to implement
sustainable business practices. They recognize they can
make their products more attractive to consumers, while
also reducing expenses in packaging, transportation,
energy and water usage, and more.
 WHAT IS GREEN MARKETING?
Green marketing involves companies promoting their
products or services in a way that showcases their eco-
friendliness.
•Alternate name: Eco-marketing, environmental
marketing
When a company showcases its eco-friendliness, that may
include products:
•Manufactured in a sustainable fashion
•Not containing toxic materials or ozone-depleting
substances
•Produced from recycled materials or able to be recycled
•Made from renewable materials
•Not making use of excessive packaging
•Designed to be repairable and not thrown away
WHY GREEN MARKETING?

 As resources are limited and human wants are unlimited,

it is important for the marketers to utilize the resources
efficiently without waste as well as to achieve the
organization's objective.
 So green marketing is inevitable.
BENEFITS OF GREEN MARKETING
 Access to new markets
 Increase their profit sustainability

 Enjoy a competitive advantage over the companies

which are not concerned for the environment.
POPULARITY AND EFFECTIVENESS

 Ongoing debate
 Confusion

 Statistics
 According to Peattie (2001), there are 3 phases :-
EVOLUTION OF THE CONCEPT

Ecological Green Environmental Sustainable Green

Marketing Green Marketing Marketing

Jacquelyn A Ottman and others have described Green Marketing at 3

different levels :-

MARKETING HOLISTIC NATURE

ENVIRONMENTAL ISSUES
KEYS TO SUCCESSFUL GREEN
MARKETING
 Show potential customers
that you follow green
business practices and you
Being Genuine
could reap more green on
your bottom line. Green
Marketing isn't just a
Educating your
catchphrase; it's a customers
marketing strategy that
can help you get more
customers and make more Giving your customers an
opportunity to participate
money. But only if you do
it right.
GREEN MARKETING MIX
 Every company has its
own favourite marketing
mix. Some have 4 P's and
some have 7 P's of Product Price
marketing mix. The 4 P's
of green marketing are
that of a conventional
marketing but the
challenge before Promotion Place
marketers is to use 4 P's
in an innovative manner.
PRODUCT MIX
 The ecological objectives in planning products are to
reduce resource consumption and pollution and to
increase conservation of scarce resources.
PRICE MIX
 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.
PROMOTION MIX
 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
PLACE MIX
 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.
FIVE SIMPLE RULES OF GREEN
MARKETING

 Know your customer

 Empower consumers

 Be transparent

 Reassure the buyer

 Consider your pricing

IS GREEN MARKETING WORTH IT?
Green marketing can be a very powerful marketing strategy when it's done
right. Consider the following:
 Forty-eight percent of U.S. consumers say they would definitely or
probably change consumption habits to reduce environmental impact.
 Products with sustainable attributes have been steadily taking more share
of store sales, from 19.7% in 2014 to 22.3% in 2017, to an anticipated
25% in 2021.
 Ninety percent of millennials say they are willing to pay more for products
that contain sustainable or environmentally friendly ingredients.6
A previous Nielsen survey looked at retail purchase statistics, and according
to sales data, brands that advertised sustainability on their packaging had 2%
year-over-year increases in sales from 2011–2014, as compared with 1% for
those that did not. Brands that promoted acting sustainability through their
marketing saw a sales increase of 5%.7
CRITICISM OF GREEN MARKETING
 The public tends to be skeptical of green claims. Companies can
seriously damage their brands and sales if a green claim is
discovered to be false or contradicted by a company's other
products or practices. Presenting a product or service as green when
it's not is called greenwashing.
 For example, in 2012 a CBC Marketplace study found that Dawn
Antibacterial dish soap, which featured a label showing baby seals
and ducklings and claiming that "Dawn helps save wildlife," was
found to contain Triclosan, which has been officially declared toxic
to aquatic life.
CONCLUSION
 Green marketing covers more than a firm's marketing
claims.
 While firms must bear much of the responsibility for
environmental degradation, ultimately it is consumers
who demand goods, and thus create environmental
problems.
REFERENCES
  www.google.com
 www.wikipedia.com

 www.studymafia.org
THANKS