GREEN MARKETING

IntroductionIntroduction

Marketing of Environmentally safe ProductsMarketing of Environmentally safe ProductsMinimize negative effects on the physical Minimize negative effects on the physical

Environment Environment Ecological concerns productsEcological concerns products

DefinitionDefinition

“ 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 “

Or

“The marketing of products that are presumed to be environmentally safe”

A SIMPLE DEFINTIONA SIMPLE DEFINTION

• In simple terms it refers to the process of selling products and/or services based on their environmental benefits.

• Such a product may be environmentally friendly in itself or produced and/ or packaged in this way.

HistoryHistory

The term Green Marketing came into The term Green Marketing came into prominence in the late 1980s and early prominence in the late 1980s and early 1990s 1990s

"Ecological Marketing" in 1975 "Ecological Marketing" in 1975

Power of Green Lies in Marketers’ HandsPower of Green Lies in Marketers’ Hands

Power to restore our environment Power of green lies in the hands of

marketers Design and promote cleaner products

Why is Green Marketing Important?Why is Green Marketing Important?

Limited resources to satisfy world’s unlimited Limited resources to satisfy world’s unlimited wantswants

Looks at how marketing activities utilize these Looks at how marketing activities utilize these limited resources, while satisfying consumers limited resources, while satisfying consumers wants, both of individuals and industry, as well wants, both of individuals and industry, as well as achieving the selling organization's as achieving the selling organization's objectivesobjectives

Implementing Green Marketing Strategies Implementing Green Marketing Strategies and Tacticsand Tactics

P’s Of Marketing MixP’s Of Marketing Mix

• ProductProduct• PricingPricing• PromotionPromotion• PlacementPlacement

……the other ‘P’the other ‘P’

• PeoplePeople• ProcessProcess• Physical EvidencePhysical Evidence• PackagingPackaging

4s of Green Marketing4s of Green Marketing

• Safety of productSafety of product

• Satisfaction of customer Satisfaction of customer

• Social acceptability of a productSocial acceptability of a product

• Sustainability of the productSustainability of the product

Need of Green MarketingNeed of Green Marketing

On our planet sources are limited and human On our planet sources are limited and human needs (wants) unlimited needs (wants) unlimited

green marketing is important for the firms to green marketing is important for the firms to utilize the limited resources satisfying the utilize the limited resources satisfying the consumer needs as well as achieving the consumer needs as well as achieving the organization’s selling objectives organization’s selling objectives

Reasons why firms are adopting Green MarketingReasons why firms are adopting Green Marketing

SOCIAL RESPONSIBILITY LAWS COMPETITION COST REDUCTION

Companies Using Green MarketingCompanies Using Green Marketing

• COCA-COLACOCA-COLA

• MCDONALD’SMCDONALD’S

• XEROXXEROX

• CANONCANON

• PHILIPSPHILIPS

• DOMINO’SDOMINO’S

PROCESSMarketing researchSetting objectivesDeveloping a

marketing mix

BenefitsBenefits

Improved environmental quality & customer Improved environmental quality & customer satisfactionsatisfaction

Consumer value positioningConsumer value positioning Efficiency and cost effectivenessEfficiency and cost effectiveness Health and safetyHealth and safety Gaining and retaining customersGaining and retaining customers Innovation in products and operationsInnovation in products and operations Staff DevelopmentStaff Development

Evolution of Green Marketing

THREE PHASES

• ECOLOGICAL GREEN MARKETING• ENVIRONMENTAL GREEN MARKETING• SUSTAINABLE GREEN MARKETING

ConclusionConclusion

Green marketing covers more than a firm's Green marketing covers more than a firm's marketing claims. marketing claims.

Firms have a great impact on the natural Firms have a great impact on the natural environment.environment.

Consumers lay too much responsibility on Consumers lay too much responsibility on industry and government.industry and government.

firms alone cannot lead the green marketing firms alone cannot lead the green marketing revolution. revolution.

consumers and industrial buyers have ability to consumers and industrial buyers have ability to pressure organizations to integrate pressure organizations to integrate environmental factor. environmental factor.

PRESENTED BY:Aman MalooAbhisekh SahaRahul GautamShekhar kant VermaHasham deen