Green marketing a marketing practice with e-marketing
West Bengal University of Technology associated
Peter. F. Drucker Memorial 4th National Seminar on
“Opportunities & Challenges of Contemporary & Innovative
Green Marketing- A Marketing Practice with e-marketing.
Author: Koushik Dutta
Student- Bachelor of Business Administration (Honors)
Centre for Management Studies- JISCE
What is Green Marketing?
Green marketing is environment friendly, sustainable and socially responsible marketing
concept for making the world more green.
Disposals of products and services
Growing awareness of Global Warming, non-biodegradable solid waste and harmful impact of pollutants.
Objectives of Sales, Marketing & Green Marketing
Sales- Earning profit through huge selling.
Marketing- Earning profit through consumer satisfaction.
Green Marketing- Earning profit through improved environmental quality of the
product or services with consumer satisfaction.
Objectives of Green Marketing
Improved environmental quality of products and services offering by the firm
Sustain in future as resources are limited but human demand is unlimited.
Customer Satisfaction- Due to high price of green products customer may switch to other
company’s product, so company have to find the way to gain customer satisfaction.
Avoiding green marketing myopia to increase market share and profit.
Adoption of Green Marketing
Companies are trying to offer new and innovative features which are eco-
friendly to capture the market share.
Philip CFLs. ITC papers
Sometimes companies are also implement g-marketing strategies into
their business for better sustainability in the long-run.
Nokia has introduced “Planet ke Rakhwaale” initiative to mobilize the
recycling of old phones and its accessories.
Often companies are forced to implement green marketing strategies to save the
Rules of Green Marketing
Marketers must aware about the environmental issues (like global
warming, ozone layer depletion) and the way it will impact on people’s life.
Companies must make the customers feel the difference by being environment-
The marketers have to believe that by practicing green marketing, they will
help the environment and the mankind.
Marketers have to make best possible efforts to ensure that the green products
provide extra benefits to the customers with an affordable price.
Challenges of Green Marketing
Green products require renewable and recyclable material, which is costly.
Requires advanced technology, which needs huge investment in R & D.
Water treatment technology, which is also too costly.
Majority of the people are not aware of green products and its uses.
Majority of the consumers are not willing to pay a premium for green
Green Marketing Mix- 4Ps
Ecological Products to save the environment.
Price may be little higher for the green products but many target groups like LOHAS are willing to pay
extra for green products.
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.
Quality ecological products needs certificate like ISO 14000 which can improve a firm’s image. Firms
can give ads to make the people aware about the uses of eco-friendly products. And last but not
least, ecological products will probably require special sales promotions.
Green Marketing - Packaging
In previous products were general and were very easy to marketed, but now in
case of ecological products, it becomes something different. It is very complicated
to keep the product “green” for marketing. So now a days marketers and also
scientists are trying to find out good packaging ideas for keeping “green” products
So Packaging can be treated as 5th P of green marketing.
Green Marketing Myopia by Theodore Levitt 1960
He laid emphasis on managing products rather than “meeting customer needs”.
"Green Marketing" must satisfy two objectives- improved environmental quality and customer
“Misjudging the use of technology, fixing of price of ecological products & services or anything
related to the green strategies will treat as Green Marketing Myopia.”
The reasons behind GMM are-
Use of low quality product. (not environmentally safe)
Environment safely product but huge price due to uses of advanced technology which can convert
Demand into Want.
Wrong uses of energy saving and recycling technology for sustain in the future.
Avoiding Green Marketing Myopia
Consumer value positioning
Design environmental products to perform as well as the alternatives.
Promote and deliver the consumer-desired value of environmental products to the target
groups for huge selling.
Educate consumers with marketing messages that connect environmental product attributes
with desired consumer value
Example: “pesticide-free produce is healthier”; “energy-efficiency saves money”; or “solar power is
Adoption of Green Marketing in India
Going Paperless: Indian Rail and Catering Tourism Corporation Limited
In Previous – caring physical ticket was mandatory.
In Present- caring physical ticket is optional. Passengers can show the ticket confirmation SMS
sent by IRCTC or by any electronic gadgets like iPad, Smart Phones, Laptop etc.
Result- A statistical report shows that 3 lakh A4 sheets can be saved everyday (reported by IRCTC).
Wiki says 3 lakhs A4 paper = 51 trees.
TATA GROUP OF COMPANIES
Tata motors ltd. is setting up an eco-friendly showroom using natural material for its flooring and
energy efficient lights.
The chain of Taj Hotel, is in the process of creating eco-rooms which have energy efficient mini
bars, organic bed linen and napkins made up of recycled papers. The rooms will have CFL’s or
Adoption of Green Marketing- World
Walt Disney World (WDW)
It has an extensive waste management program and infrastructure to make the environment more
green and safe.
McDonald's restaurant's napkins, bags are made of recycled papers.
Coca-Cola pumped syrup directly from tank instead of plastic which saved $110 million/year.
e-Marketing – a eco-promotional tool
E-Marketing is used to make the promotion of products or services over the Internet
through various internet medias like e-mail, Search Engine , Social Networking sites.
Internet marketing or e-marketing includes
Types of e-marketing
Email marketing is directly marketing a commercial message (ads, request business, or solicit sales or
donations, and is meant to build loyalty, trust, or brand awareness.) to a group of people (potential
or current customer) using electronic mail (email).
Sending bulk emails.
Social Media Marketing
Social media marketing refers to the process of gaining website traffic or attention through social
media sites. Social media marketing programs usually center on efforts to create content that
attracts attention and encourages readers to share it with their social networks.
Types of e-marketing
Referral marketing is a method of promoting products or services to new customers through referrals,
usually word of mouth. Such referrals often happen spontaneously but businesses can influence this
through appropriate strategies.
Amway, MLM business
Search Engine Marketing (SEM)
SEM involves the promotion of websites by increasing their visibility in search engine results pages
(SERPs) through optimization (both on-page and off-page) as well as through advertising (paid
placements, contextual advertising, and paid inclusions).
Google Ads, Clicksor Ads etc, Yahoo Ads.
Resources are “LIMITED”, but not our demand, its “UNLIMITED”.
Marketers must implement the strategies in such a way that can help to sustain in
the long run.
As all of us fully dependent on environment, we should do something in-favor of
Last but not the least, our generation is not end of evolution. So we should think
about the future generation.
Thank you very much
Have a nice day !