GREEN MARKETING

Business and the Environment – 07 mars 2013 – Frédéric Benhaim

Vinaya Kumar MallaParul Apoorva GaikwadShivaji RajputGhazal Tabassum

Green marketing: definition Green Marketing refers to the process of selling products or services based on their environmental benefits.

The product may be:Environmentally friendly itselfPackaged in an environmentally friendly way

Green marketing: why?

• Growing concern worlwide about the environment protection. For example, the ban of plastic bags in many parts of the country.

• Consumers are becoming more conscious that their consumption impact the environment.

• Manufacturers have recognized environmental concerns as a source of competitive advantage.

IMPORTANCE OF GREEN MARKETING

Benefits Of Green Marketing

• It ensures sustained and long term growth along with profitability.• It saves money in the long run, though initially the cost is

more.• It helps the companies market their products and

services keeping the environment aspects in mind.

Green Brands Worldwide:

• 1. Amul.• 2. Toyota .• 3. Dell.• 4. Suzlon India.• 5. Adidas .• 6. Sony.• 7. Johnson & Johnson.• 8. Phillips .• 9. ITC .• 10. Ikea.

Green marketing: examples

Following the 4P’sMarketing tool

Green marketing: examples

The increasingly wide variety of products on the market that support sustainable development and are good for the triplebottom line include:1. Products made from recycled goods, or that can be recycled or reused. Ex-McDonald's restaurant's napkins, bags are made of recycled paper.2. Efficient products, which save water, energy or gasoline, save money and reduce environmental impact.3. Products with environmentally responsible packaging.

Green marketing: examples

Green pricing takes into consideration the people, planet and profit in a way that takes care of the health of employees and communities and ensures efficient productivity.

Value can be added to it by changing its appearance, functionality and through customization, etc. Wal Mart unveiled its first recyclable cloth shopping bag. IKEA started charging consumers when they opted for plastic bags and encouraged people to shop using its "Big Blue Bag".

Green marketing: examples

Tesco believes that retailers can play a positive role in tackling climate change

Lead the way by dramatically reducing its own carbon footprint.

Green marketing: examples

Tom : Project Holiday (2008)

Tom promoted its project « holiday campaign » to sell 30000 pairs of shoes

They would give the same number to kids in Ethopia

Unprecedented awareness for their cause without paid media.

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 world’s 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. Suzlon’s 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.

ITC• ITC has been 'Carbon Positive' three years in a row (storing twice

the amount of CO2 than the Company emits).• 'Water Positive' six years in a row (creating three times more

Rainwater Harvesting potential than ITC's net consumption).• Close to 100% solid waste recycling.• ITC's Social and Farm Forestry initiative has greened over 80,000

hectares creating an estimated 35 million person days of employment among the disadvantaged.

• ITC's Watershed Development Initiative brings precious water to nearly 35,000 hectares of dry lands and moisture stressed areas.

• ITC's Sustainable Community Development initiatives• Include women empowerment, supplementary education,• Integrated animal husbandry programmes.

Conclusion

Be authentic

Don’t use green washing

Marketing can really be green!

Educate your customers and give them an opportunity to participate.

THANK YOU FOR YOUR ATTENTION !