GREEN MARKETING

By
SHIKHA SHARMA

INTRODUCTION

Process of production, selling or service on their

environmental benefits.
According to American Marketing Association-Green
Marketing is the marketing of products that are
presumed to be environmentally safe.

HISTORY
The term Green Marketing cam into existence in the
late 1980s and early 1990s.
The American Marketing Association (AMA) held the
first workshop on "Ecological Marketing" in 1975
The Corporate Social Responsibility (CSR) Reports
started with the ice cream seller Ben & Jerry's where
the financial report was supplemented by a greater
view on the company's environmental impact.

IMPORTANCE OF GREEN

MARKETING

Green marketing is important since it helps to advance

environment friendly products. Thus, it also aids to
reduce the origins of global warming as well as other
environmental issues. It also helps companies use
mother nature resources efficiently.
And moreover People want goods which are:

OBJECTIVE

To avoid the wastage of resources

To create awareness about the ecological process and
environmental, sustainable , green marketing processes.
To educate the consumers
To utilize maximum resources in an effective manner.

4s in Green Marketing

Safety of the product

Satisfaction of customer

Social acceptability of a product

Sustainability of the product

Why Green Marketing?

Opportunities or competitive advantages

Corporate Social Responsibility
Government Pressure
Competitive Pressure
Profit Issues

Benefits
Improved environmental quality and satisfaction
In case of profit sustainability
Health and safety
Gaining and retaining customers
Staff Development
Customer Value Positioning

Limitations

Green products require renewable and recyclable

material.

Requires a technology, which require huge investments

in R&D.

Why Green Marketing is not

in India?

popular

People are more attracted towards foreign products

Most companies do not give importance to producing
herbal products
People are not aware of the importance of Green
Marketing
Green Marketing products prices are very high

GREEN MARKETING
EFFORTS/EXAMPLES

TOYOTA- Innovation and eco-concept (A small hybrid concept car

Toyota FT-CH

Philips Lights CFL - super long life" positioning and promise of

saving $26 in energy costs over its five-year lifetime

Car sharing services- Car-sharing services address the longer-term

solutions to consumer needs for better fuel savings and fewer traffic
tie-ups and parking nightmares, to complement the environmental
benefit of more open space and reduction of greenhouse gases.

Introduction of CNG in Delhi- New Delhi, capital of

India, was being polluted at a very fast pace until
Supreme Court of India forced a change to alternative
fuels. In 2002, a directive was issued to completely
adopt CNG in all public transport systems to curb
pollution

Mc Donald's napkins, bags are made of recycled

paper. 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 .

Telephone conferences to reduce carbon dioxide writing

E-Mails or using recycled paper to reduce tropical
deforestation workshops for employees how to handle
sustainability working with suppliers who are working
themselves sustainably
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.

MARKETING MIX OF GREEN

MARKETING

Product
1. Products made .. from recycled goods, or
that can be recycled or reused.
Ex-McDonalds restaurants 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.

Price
Price is a critical and important factor
of green marketing mix. Most
consumers will only be prepared to
pay additional value if there is a
perception of extra product value.
.
Green marketing should take all these
facts into consideration while charging
a premium price.

Place
The choice of where and when to
make a product available will have
significant impact on the customers.
Very few customers will go out of their
way to buy green products.

Promotion
Promoting products and services to target
markets includes paid advertising, public
relations, sales promotions, direct
marketing and on-site promotions

Conclusion

As Indians , its our responsibility to do value addition to

our natural products by promotions i.e Green Marketing

If you think customers are not concerned about

environment issue or will not pay a premium for
products that are more eco-responsible , Think Again

Green Marketing still in its infancy and a lot of

research is to be done on green marketing to fully
explore the potential

THANK YOU