GREEN MARKETING

GREEN MARKETING

What is Green Marketing..?Green marketing is an emerging marketing strategy that incorporates broad range of activities like product modification, fair-trade practices, adopting eco-friendly production process ,modified advertising and packaging.

Production Process compatible with the EnvironmentCompatible with companys goalsSatisfy the customers need

Need to find a balance between these requirements Requirements:

Why Green Marketing..?The growing awareness all over the world regarding protection of the environment. Consumers are becoming more concerned about environmental friendly productManufacturers have recognized environmental concerns as a source of competitive advantage. and have developed products with a green image Various regulations recently framed by the government to protect consumers and the society at large,led to the adoption of Green marketing as a compulsion rather than a choice. For example, the ban of plastic bags in many parts of the country

The Three Rs of EnvironmentalismReducethe amount of waste you produce.Reuseold items; donate to the unfortunate, repair if broken.Recycleas much as possible; buy recycled products to support recycling.

Green Products And Its CharacteristicsProducts are originally grown.Products those are recyclable, reusable and biodegradable. Products with natural ingredients.Products contain recycled contents ,non-toxic chemical.Products contain under approved chemical.Products do not harm or pollute the environment.Products that is not tested on animals.Products that have eco-friendly packaging i.e reusable ,refillable containers etc.

Challenges in Green MarketingNeed for standardizationNew concept for customersPatience and PreservationAvoiding green Myopia

Benefits Of Green MarketingIt ensures sustained and long term growth along with profitabilityIt saves money in the long run, though initially the cost is moreIt helps the companies market their products and services keeping the environment aspects in mind

Golden Rules of Green MarketingKnow your customerEducating your customersBeing genuine & transparentReassure the buyerConsider your pricingKeeping consumer expectation in mind always

Some cases:

SBI Green banking programme By using eco & power friendly equipment in its 10,000 new ATMs, SBI has not only saved power costs and earned carbon credits, but also set the right example fore others to follow.

SBI became the first Indian bank to harness wind energy through a 15 megawatt wind farm developed by Suzlon Energy.

Going Green: Tata's New Mantra Tata Motors is setting up an eco-friendly showroom using natural building material for its flooring and energy efficient lights. The Indian Hotels Company, which runs the Taj chain, is in the process of creating Eco rooms which will have energy efficient mini bars, organic bed linen made from recycled paper. And when it comes to illumination, the rooms will have CFLs or LEDs.

Suzlon Energy The worlds fourth largest wind-turbine maker is among the greenest and best Indian companies in India. Tulsi Tanti, the visionary behind Suzlon, convinced the world that wind is the energy of the future and built his factory in Pondicherry to run entirely on wind power. Suzlons corporate building is the most energy-efficient building ever built in India.

Lead Free Paints From Kansai Nerolac Kansai Nerolac Paints Ltd., has always been committed to the welfare of society and the environment. Kansai Nerolac has worked on removing hazardous heavy metals from their paints. Lead in paints especially poses danger to human health where it can cause damage to Central Nervous System, kidney and reproductive system. Children are more prone to lead poisoning leading to lower intelligence levels and memory loss.

Wipro Green It. Wipro Infotech is India's first company to launch environment friendly computer peripherals. For the Indian market, Wipro has launched a new range of desktops and laptops called Wipro Greenware. These products are RoHS (Restriction of Hazardous Substances) compliant thus reducing e-waste in the environment.

GREEN WASHINGWhat is green washing?

Disinformation disseminated by an organization so as to present an environmentally responsible public image.Green washing, a term derived from the term whitewashing16Green washing: firms examples

Falsely promoted its cars as environmentally friendly.

General Motors 19CONCLUSION :With the threat of global warming looming large, it is extremely important that green marketing becomes the norm rather than an exception or just a fad.Make the consumers understand the need and benefits of green products as compared to non-green ones.Be authentic and dont use green washing.