GREEN

MARKETING

Presented by:

Prasana savarimuthu (47)

Shrider nadar(37)

Ramdas nadar(36)

Pravin nadar(35)

Mahesh pandey (42)

Jay (64)

WHAT IS GREEN MARKETING?

According to the American Marketing

Association

Green marketing is the marketing of products

that are presumed to be environmentally safe.

WHAT IS GREEN MARKETING?

Polonsky (1994) defines green marketing

As all activities designed to generate and

facilitate any exchanges intended to satisfy

human needs or wants, such that the satisfaction

of these needs and wants occurs, with minimal

detrimental impact on the natural environment

Why Green Marketing..?

The growing awareness all over the world

regarding protection of the environment.

Consumers are becoming more concerned

about environmental friendly product

Manufacturers 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

EVOLUTION OF GREEN

MARKETING

According to Peattie (2001), the evolution of

green marketing has three phases:

Ecological" green marketing,

"Environmental" green marketing

"Sustainable" green marketing

Green Products And Its

Characteristics

Products 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 tasted on animals.

Products that have eco-friendly packaging i.e reusable,

refillable containers etc.

ADOPTION OF GREEN

MARKETING

Mainly five reasons are identified for which a marketer

can go for adoption of green marketing.These are –

Opportunities or competitive advantage.

Corporate social responsibilities (CSR).

Government pressure

Competitive pressure.

Cost or profit issues.

GREEN MARKETING PROCESSExternal Green P’s

Paying customers

Providers

Politicians

Pressure groups

Problems

Predictions

Partners

Internal Green P’s

Products

Promotion

Price

Place

Providing information

Processes

Policies

Green

Marketing

The Ss of Green Success

Satisfaction – of stakeholder needs

Safety – of products and processes

Social acceptability – of the

company

Sustainability – of its activities

The Three R’s of

Environmentalism

Reduce the amount of waste you produce.

Reuse old items; donate to the unfortunate,

repair if broken.

Recycle as much as possible; buy recycled

products to support recycling.

MARKETING MIX OF GREEN

MARKETING

There are 4Ps of marketing mix . They are as

follows:

Product:

Its all about producing products which are Eco-

friendly .

Price:

Value can be added to the product by changing its

appearance, functionality and through

customization.

Place :

Green place is about managing logistics to cut

down on transportation emissions.

PROMOTION:

Green promotion involves configuring the

tools of promotion, such as advertising,

marketing materials, signage, white papers,

web sites, videos and presentations by

keeping people, planet and profits in mind.

Advantages 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

Challenges Ahead in Green Marketing

Green products require renewable and recyclable

material, which is costly.

Requires a technology, which requires huge

investment in R & D.

Water treatment technology, which is too costly.

Majority of the people are not aware of green

products and their uses.

Majority of the consumers are not willing to pay a

premium for green products.

Green marketing should not neglect the economic

aspect of marketing. Marketers need to understand

the implications of green marketing.

GOLDEN RULES OF GREEN

MARKETING

KNOW YOU'RE CUSTOMER

EDUCATING YOUR CUSTOMERS

BEING GENUINE & TRANSPARENT

REASSURE THE BUYER

CONSIDER YOUR PRICING

GIVING YOUR CUSTOMERS AN

OPPORTUNITY TO PARTICIPATE

THUS LEADING BRANDS SHOULD

RECOGNIZE THAT CONSUMER

EXPECTATIONS HAVE CHANGED

Requirement

The production process is compatible with ecosystem

It is compatible with goals of the company

It satisfies the consumers

The 2012, top 10 Green Brands in India are:

1. AMUL

2. Dabur India ltd.

3. Infosys

4. Taj Hotels

5. Britannia Industries ltd.

6. Suzlon India

7. Hindustan Unilever Ltd.

8. Wipro technologies ltd.

9. Maruti Udyog ltd.

10. Godrej Consumer Products

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.

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.

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.

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.