Meaning of green marketing• Green marketing emerged as “marketing of products that are assumed to be environmentally safe,” a simple enough definition.• The process of selling products and/or services based on their environmental benefits. Green Marketing includes the activities like product modification, changes to the production process, packaging changes, modifying advertising , to minimize envt. Threat.
Benefits of green marketing• Higher retail sales• High brand recognition• Larger consumer base• Better investor relations• Maximum attraction in market• Innovation in products and operations• Use of solar energy and recycled material.
Facts of green marketing– CNG buses in Delhi.– Videocon logo changes to green.– Hydrogen car unveiled in UK– BMW car goes another way by going electric– Bio-fuels cuts airline emission by 65 %– Lifebuoy- clean and green.– No. of people that recycle at least once a year increased from 73 to 93 %
Challenges ahead• Require renewable and recyclable material• Higher R & D• Water treatment technology• Less awareness of green products.• People not ready to pay extra for eco friendly goods.• Some consumers are careless for the environment• Maximizing usage of the C F L.• Less variety available in green products.
What a company must do• Spread the ideas of protecting the environment• Provide education on eco- friendly• Benefit the future generations/ sustainable development• New 4 p’s -- people, planet ,profit ,process.• Protect and balance the environment