Green marketing
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Green marketing

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Green marketing Presentation Transcript

  • 1. Green Marketing: A new Revolution Presented by Ms. Sulekha Munshi Dr. Deepali Saluja Ms. Anupama Munshi
  • 2. Introduction
    • Green marketing incorporates a broad range of activities ,including product
    • modification ,changes to the production process, packaging changes as well as modifying advertising.
  • 3. Myth About Green Marketing
    • Unfortunately , a majority of people believe that green marketing refers to the promotion or advertising of products with environmental characteristics.
  • 4. 4P’s of Green Marketing
    • Product :
    • Companies identify the customer’s environmental needs and develop a product to address these needs ,for e.g.Queensland’s only waterless printer.
  • 5.
    • Price :
    • this is a critical element of the marketing mix.most customers are willing to pay premium price if there is a perception of additional value.for e.g. organic products.
  • 6.
    • Place:
    • Actually very few customers go out
    • To buy green products merely for the sake of it.marketers should position their products broadly in the market place so they are not just appealing to a small green niche market.
  • 7.
    • Promotion:
    • Smart green marketers will be able
    • To reinforce environmental credibilty by
    • Using sustainable marketing communication tools and practices.
    • Example : idea cellular services
  • 8. Firms using green marketing : why ?
    • Opportunities :
    • Organization perceive environmental marketing to be an opportunity that can be used to achieve organizations objectives.
    • For eg. Xerox introduced a high quality recycled photocopier paper in an attempt he fto satisfy the demands of the firms for less environmentally harmful products
  • 9.
    • Social Responsibility :
    • Many companies are beginning to realize that they are the members of wider community and therefore must behave in environmental responsible fashion.eg:Walt Diseny world has an extensive waste management programme
  • 10.
    • Government pressure:
    • Government regulations are designed to control the environment of hazardous waste produced by firms .
    • Many by-products of production are controlled by issuing of various environmental liscences
  • 11.
    • Competitive Pressures:
    • In many cases companies observe their competitors environmental behaviour and attempt to emulate this behaviour.
  • 12.
    • Lost Profit Issues:
    • Many Companies often develop environment friendly production processes that not only reduces waste but reduces the need for some raw material,thus having a doule cost saving.
  • 13. Conclusion
    • The understanding of Green Marketing is still in its infancy ,perhaps because of its multidisciplinary nature.
    • Marketing scholars focus on a host of business strategy & public policy issues and also economic incentives in
    • Influencing consumer behaviour,
    • Where as for env. Economist green marketing
  • 14.
    • signifies a broader trend in the evolution of env. Policies.thus in nut shell we can conclude that
    • Green marketing is more than just creating products that are env. Friendly.
    • It is about systematic change in society that includes consumers , producers & the general commercial structure .
  • 15.
    • Thank you