Post on 14-Apr-2018
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A
PRESENTATION
ON
GREEN MARKETING IN INDIA: EMERGINGOPPORTUNITIES AND CHALLENGES
BY:
Ashal Bharatkumar D.
P.G Student
College of Agri-Business Management, SDAU
Sardarkrushinagar. Dantiwada(B.K)
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Award Winning Animation on Global Warming
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Study Area
Definition Of Green Marketing Objective of research paper
Green Marketing Mix
Why Green Marketing?
Green Products and there Characteristics
Challenges In Green Marketing
Problems With Going Green Marketing
Conclusion
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Definition of Green Marketing
According to the American Marketing Association, greenmarketing is the marketing of products that are presumed to
be environmentally safe.
Green marketing as all activities designed to generate and
facilitate any exchanges intended to satisfy human needs orwants, such that the satisfaction of these needs and wantsoccurs, with minimal harmful impact on the naturalenvironment. Polonsky (1998).
Study Area
Reasons behind adoption of green marketing philosophy bythe organizations.
Challenges and opportunities in green marketing in India.
Analyze of the problems faced by the companies withgreen marketing.
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Green Marketing Mix
A model of a green marketing-mix should ofcourse contain all 7Ps:
Product
Price
Place
Promotions Publics Partnership
Policy Purse Strings
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Why Green Marketing?Scarcity of resources
Growing interest on environment protection
New mantra for marketers
Focus on reducing carbon emissions and its impact on climate
change
Green marketing is the biggest opportunity for brand
development and growth.
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Green Products and There Characteristics
The products those are manufactured through green technology and that causedno environmental hazards are called green products. The following
Characteristics are as under
Products those are originally grown with natural ingredients,
Containing recycled contents, non-toxic chemical,
Contents under approved chemical,
Do not harm the environment, Not be tested on animals,
Eco-friendly packaging i.e. reusable, refillable etc.
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Green MarketingReasons For
Adoption By The Firms
Business Opportunity,Corporate Social responsibility,Governmental Pressure,Competitive Pressure,Cost Reduction.
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Green MarketingReasons For Adoption By The Firms
Business Opportunity Opportunity in India around 25 percent of the consumers
prefers environmental-friendly products and appears thatall types of consumers both individual and industrial are
becoming more concerned and aware about the natural
environment.For example the surf excel detergent which saves
water (advertised with the message "do bucket paani rozbachana") and the energy-saving LG consumers durablesare examples of green marketing.
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Green MarketingReasons For Adoption By The Firms
Corporate Social responsibility (CSR)Firms believe both in achieving environmental objectives as well as profit
related objectives.
Firms in this situation can take two prospective:
1.They can use the fact that they are environmentally responsible as amarketing tool.
2. They can become responsible without promoting this fact.
Coca-Cola, which has invested in various recycling activities.
Walt Disney World in Florida, US, has an extensive waste management
program and infrastructure in place.
Coca-Cola Joins
Green-Marketing
Crush
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Green MarketingReasons For Adoption By The Firms
Governmental Pressure Various regulations are framed by the government to protect
consumers and the society at large.
The Indian government too has developed a framework of
legislations to reduce the production of harmful goods and byproducts.
Example, the ban of plastic bags in Mumbai, prohibition of
smoking in public areas and the ban of tobaccos in Gujarat etc.
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Green MarketingReasons For Adoption By The Firms
Many companies take up green marketing to maintain
their competitive edge.
Eg: Initiatives by niche companies such as BodyShop.
Competitive Pressure
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Green MarketingReasons For Adoption By The Firms
Cost Reduction Reduction of harmful waste-substantial cost savings.
Developing symbiotic relationship.
For e.g. The fly ash generated by thermal power plants,
which would otherwise contributed to a gigantic quantum
of solid waste, is used to manufacture fly ash bricks for
construction purposes.
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Challenges In Green Marketing
Lack of standardization.
Expensive event.
Indian consumer is exposed to healthy living lifestyles
such as yoga and natural food consumption.
Higher Price.
Majority of the people are not aware of green products
and their uses.
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Examples Of Green Marketing In India
Introduction of CNG in Delhi.
Battery operated L.G. TV.
Tata motors ltd. is setting up an eco-friendly showroom
using natural material for its flooring and energy efficientlights.
Nokia introduced a whole line of phones and accessories
free of PVC, and in 2008, the company marketed the first
phone with no toxic flame retardants.
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PROBLEMS WITH GOING - GREEN MARKETING
Must ensure that their activities are not misleading to
consumers or industry,
Consumers perceptions are some times not correct,
Environmentally responsible action of today will be
found to be harmful in the future,
Difficulty in establishing policies that will address allenvironmental issues,
Reacting to the competitive pressure can cause allfollowers to make the same mistake a the leader,
The push to reduce cost or increase profit may not force
firms to address issues of environment.
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PROBLEMS WITH GOING - GREEN MARKETING
Green marketing is still a new concept for the
mass of people in India.
Green products require renewable and recyclable
material, which is costly.
Requires a technology, which requires hugeinvestment in R & D.
There is no standardization to certify a product as
organic.Majority of the consumers are not willing to pay
a premium price for green products.
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CONCLUSION
Provides an opportunity to the companies-eco friendly products.
Its the responsibility of the firm to produceproducts, which are having minimumimpact on the environment, but ultimatelyits the consumer who is havingresponsibility to use eco friendly products.
The shift to "Green" may appear to beexpensive in the short term, it will definitely
prove to be indispensable andadvantageous, cost-wise too, in the longrun.
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ThinkGreen, Think
clean, Think
Eco friendly
Thank you