Green Marketing: A new Revolution Presented by Ms. Sulekha Munshi Dr. Deepali Saluja Ms. Anupama Munshi
Green marketing incorporates a broad range of activities ,including product
modification ,changes to the production process, packaging changes as well as modifying advertising.
Myth About Green Marketing
Unfortunately , a majority of people believe that green marketing refers to the promotion or advertising of products with environmental characteristics.
4P’s of Green Marketing
Companies identify the customer’s environmental needs and develop a product to address these needs ,for e.g.Queensland’s only waterless printer.
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.
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.
Smart green marketers will be able
To reinforce environmental credibilty by
Using sustainable marketing communication tools and practices.
Example : idea cellular services
Firms using green marketing : why ?
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
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
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
In many cases companies observe their competitors environmental behaviour and attempt to emulate this behaviour.
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.
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
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 .