All about Green Marketing including videos

1. GREEN MARKETING
Presented By
Syama A R

2. CONTENTS
 Introduction
 Green Marketing
 History
 Characteristics of Green Products
 Objectives
 Uses of Green Marketing
 Rules of Green Marketing
 Green Washing
 Green Myopia
 Green Brands
 Green Marketing Mix
 R’s of Green Marketing
 Green Marketing Strategy
 Green Marketing in Different Sectors
 Why Green Marketing
 Challenges
 CSR
 Current State
 Conclusion

4. INTRODUCTION
 Modern Marketing has created a lot of problems
 Departmental stores, speciality stores and shopping malls are flooded with
useful as well as useless products
 Green marketing is a marketing philosophy that promotes production and
selling of pure products with protection of ecological balance
 It raises the voice against the production and consumption of harmful
products

5. WHAT IS GREEN MARKETING
? Selling products and services based on their environmental benefits
 Produced and packaged in an environmental friendly way
 Phosphate Free, Recyclable, Refillable, Ozone Friendly, and Environmental
Friendly.

6. HISTORY
 Came into prominence in the late 1980s and early 1990s
 Three phases
 Ecological Green Marketing
 Environmental Green Marketing
 Sustainable Green Marketing

7. CHARACTERISTICS OF GREEN
PRODUCTS Products which don’t harm or pollute the environment
 Products are originally grown
 Products those are recyclable, reusable and biodegradable
 Products with natural ingredients
 Products contain recycled contents
 Products that are not tested on animals

8. OBJECTIVES
 To identify the customers
 To create awareness about the green marketing process
 To educate the customers
 To avoid the wastage of resources
 To utilize maximum resources
 To generate a good image regarding a brand

9. USES OF GREEN
MARKETING Access the new markets to increase the profit sustainability
 Competitive advantage
 Effective products and innovative production process
 Educate the customers and create awareness

10. RULES OF GREEN MARKETING
 Focus on customer need
 Try to educate customers
 Green Marketing Ads are not easy to make
 The best way to convince the customer is to offer proof
 The price should meet the customer expectations

11. Green Washing
 “Green Washing” is in an environmental context. When a company or
organization spends more time and money claiming to be “green” through
advertising and marketing than actually implementing business practices that
minimize environmental impact.

12. Why Green Washing?
 People are becoming more and
more aware of the dangers.
 People are looking for
environmental friendly products.
 Corporations turn green washing
to make themselves look more
environmentally friendly.
Examples of Green Washing
 Mc Donald changed the colour of their
logos from yellow to green.

13. Green Myopia
 Misjudging either or emphasising the former at the expense of the
latter can be defined as Green Myopia
 Examples
Kodak film Camera: Fall prey into green myopia
Sony digital camera invaded the market which was a roaring success.

14. Green Brands
 Green brands are those brands that
consumers associate with
environmental conservation and
sustainable business practices.
A green brand can add a unique selling
point to a product and can boost
corporate image. However, if a
company is found or perceived to
overstate its green practices its green
brand may be criticised as green wash.
Top Green Brands
 Dell
 Panasonic
 Amul
 Infosys
 Taj Hotels
 Suzlon India
 Wipro
 SBT
 Whirlpool

15. GREEN MARKETING MIX
Marketing
Mix
Product
Price
Place
Promotion

16. Green Product Mix
 Designing products that are energy sufficient and saving.
 Ensuring reduced or negligible environmental harmful effects on
nature at the same time meeting the need of the customer.
Examples
 Nike green shoes

17. Green Price Mix
 Green pricing done to be in a very strategic manner.
 Customers will be willing to pay a little more only if they are able to
reap extra benefits from the product.
 Considering the factors such as people and profit in terms of cost
incurred and benefit obtained.
Examples
 Smart grid initiative by IBM

18. Green Promotion Mix
 Green promotion involves configuring the tools of production
advertising , websites, media etc
 Green marketer can attract the customers on the basis of the
performance , money savings health and eco friendliness so as to
target a wide range of green consumers.
Examples
 British petroleum

19. Green Place Mix
 Place doesn’t refers Stationary Location
 Green marketing involves taking a considerable steps towards better
eco friendly .
 Supply chains
 Transportation Channels
 Warehousing
Examples
 Wall-mart green supply

20. Three R’ s of Green Marketing
Reduce
RecycleReuse

21. Green Marketing Strategy
 Product differentiation
 Value positioning of consumer
 Designing of bio – grading packaging
 Product strategy of green marketing

22. Green Marketing in Different Sectors
 Educational Sector
 Electronics Sector
 Retail Sector - Products and Services

23. Examples of Green Marketing In
India Digital Tickets by Indian Railways
 No Polythene carry bags
 Green IT Project: State Bank of India
 Wipro's Green Machines

24. Why Should Firms Use Green
Marketing?
• An opportunity that can be used to achieve objectives.
• Moral obligation to be more socially responsible
• Governmental bodies are forcing firms to become more responsible
• Competitors pressurize firms to change their environmental marketing activities
• Cost factors associated with waste disposal or reductions in material usage

25. Challenges
 Various challenges hinder the country to realize and apply the green
marketing concept successfully.
 Biggest challenge faced in India- Consumers are price sensitive.
 Belief that these are merely selling tactics adopted by companies.
 Green washing-This again makes consumer averse of buying green
products as they are not able to differentiate between the real and the
fake claims

27. Corporate Social Responsibility
 Many firms are beginning to realize that they are members of the wider
community and therefore must behave in an environmentally responsible
fashion.
 This results in environmental issues being integrated into the firm's corporate
culture.
 Organizations like the Body Shop heavily promote the fact that they are
environmentally responsible.
 Britain based HSBC became the world's first bank to go carbon neutral late
last year.

28. EASY WAYS YOUR BUSINESS CAN GO
GREEN Turning off equipment when it's not being used.
 Turning off the computers at the end of the day.
 Encouraging communications by email, and reading email messages onscreen.
 Producing double-sided documents whenever possible.
 Not leaving taps dripping; always close them tightly after use.
 Finding a supply of paper with maximum available recycled content.

29. KEYS TO SUCCESSFUL GREEN
MARKETING Be genuine
 Doing what you claim to be doing in your green marketing campaign
 Business policies are consistent with whatever you are doing that's
environmentally friendly.
 Educating your customers -letting them know why
 Letting the customer take part in positive environmental action.

30. CURRENT STATE
 Different in different parts of the world.
 According to a survey conducted by Cone Communications Green
Trend Tracker in USA, 71% of Americans consider the environment,
while buying products.
 Consumers in India are now more aware of the need to buy green
products.
 Growing demand for environment- friendly products especially in
the FMCG sector.

31. CONCLUSION
 Ultimately it is consumers who demand goods, and thus create environmental problems.
 Consumers may be looking to lay too much responsibility on industry and government.
 Ultimately green marketing requires that consumers want a cleaner environment and are willing to
"pay" for it.
 Pressure suppliers to behave in a more environmentally "responsible" fashion.
 Final consumers and industrial buyers also have the ability to pressure organizations to integrate the
environment into their corporate culture.