WHAT IS GREEN MARKETING?

green marketing is the marketing of products that are presumed to be environmentally safe.

A 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.

THE AMERICAN MARKETING ASSOCIATION (AMA) DEFINITION

A 3 WAY DEFINTION:
(retailing definition) The marketing of products that are presumed to be environmentally safe. (social marketing definition) The development and marketing of products designed to minimize negative effects on the physical environment or to improve its quality. (environment definition) The efforts by organizations to produce, promote, package, and reclaim products in a manner that is sensitive or responsive to ecological concerns

Mutual benefit A competitive edge Rising green demands of customers Higher profit margin

 Macdonalds

have

stopped

packaging their hamburgers etc in

polystyrene containers and now

use cardboards which comes from a renewable resource and is biodegradable or recyclable .

The production process is compatible with ecosystem It is compatible with goals of the company It satisfies the consumers

Eco label is an environmental claim that appears on the packaging of a product .It is awarded to a manufacturer by an appropriate authority. ISO 14020 is a guide to the award of Eco-labels. The government of India launched an Eco-mark Scheme in 1991 to increase consumer awareness in respect of environment friendly products. The aim of the scheme is to encourage the customers to purchase those products which have less harmful environmental impact.

Eco labeling leads to

Improvement of image and sales of products Manufacturers being more accountable to environmental impacts. Consumers awareness that their choice of product do affect the environment as some products are less damaging to environmental than others

 3 stages led to award of eco-mark in India

The Steering Committee of the MEF determines the product categories for coverage under the scheme and to formulate strategies for implementation and future developments of the scheme. The second stage is the identification of specific products to be selected and the individual criteria to be adopted by the Technical Committee of CPCB. In the third stage the Bureau of Indian Standards (BIS) is to certify the product and formulae contract with the manufacturer allowing the use of eco-mark.

STATUS FOR ECOMARK DEVELOPMENT

1. Soaps and detergents 2. Paper 3. Food items 4. Lubricating oils 5. Packaging materials 6. Paints and powder coatings 7. Batteries 8. Electrical / electronic goods 9. Food addition 10.Wood substitutes 11.Cosmetics 12.Aerosol propellants 13.Plastic product 14.Textiles 15.Fire extinguisher 16.Leather

THE DARK SIDE OF GREEN

ONE BIG GREEN LIE Ford Motor Company

In 2004 one print ad read, "Green vehicles. Cleaner factories. It's the right road for our company, and we're well underway." But it only planned on producing 20,000 of its Hybrid SUVs per year, while continuing to produce almost 80,000 F-series trucks per month

CONSEQUENCES

Greenwashing is misleading Could result in consumer and regulator complacency May also engender cynicism