Green Marketing With
Reference To Amar
Mahal & Its Sorroundings
Presented To –
Roll No – 41 - 45
•Green or Environmental Marketing consists of all activities designed to generate
and facilitate any exchanges intended to satisfy human needs or wants, such that
the satisfaction of these needs and wants occurs with minimal detrimental impact
on the natural environment.
- American Marketing Association
•Green Marketing incorporates A broad range of activities, including product
modification, changes to the production process, packaging changes, as well as
•Yet defining green marketing is not a simple task where several meanings intersect
and contradict each other; an example of this will be the existence of varying social,
environmental and retail definitions attached to this term. Other similar terms used
are Environmental Marketing and Ecological Marketing.
• Identify customers‘ environmental needs and develop
products to address these needs.
• Products with environmentally responsible
• Products with green labels, as long as they offer
• Certified products, which meet or exceed
environmentally responsible criteria.
• Pricing is a critical element of the marketing mix.
• Most customers are prepared to pay a premium if
there is a perception of additional product value.
• Environmentally responsible products, however, are
often less expensive when product life cycle costs are
taken into consideration.
• The choice of where and when to make a product
available has a significant impact on the customers
• The location must also be consistent with the image
which a company wants to project.
• The location must differentiate a company from its
• Promoting services to target markets includes paid
advertising, public relations, sales promotions, direct
marketing and on-site promotions.
• The key to successful green marketing is credibility.
• Never overstate environmental claims or establish unrealistic
expectations, and communicate simply and through sources
that people trust.
• Smart green marketers will be able to reinforce environmental
credibility by using sustainable marketing and
communications tools and practices.
The Indian government has also done its mite in promoting green marketing and eco friendliness by
way of banning plastic bags from daily use, helping its automotive industry to develop greener
vehicles by supporting hybrid and electric vehicles (EVs), by investing in greener cars the
Government of India is capitalizing on an underutilized segment and building an
infrastructure that will generate economic growth and reduce emissions. The government took
the initiative of promoting green buildings construction, usage of alternate sources of energy by
companies. Governmental Bodies are forcing Firms to Become More Responsible. In most cases
the government forces the firm to adopt policy which protects the interests of the consumers by
reducing production of harmful goods or by products, Modify consumer and industry's use
and/or consumption of harmful goods; or, Ensure that all types of consumers have the ability
to evaluate the environmental composition of goods.
CHALLENGES IN GREEN MARKETING
Need for Standardization
It is found that only 5% of the marketing messages from “Green” campaigns are entirely true
and there is a lack of standardization to authenticate these claims. There is no standardization
currently in place to certify a product as organic. Unless some regulatory bodies are involved
in providing the certifications there will not be any verifiable means. A standard quality
control board needs to be in place for such labelling and licensing.
Indian literate and urban consumer is getting more aware about the merits of Green
products. But it is still a new concept for the masses. The consumer needs to be educated and
made aware of the environmental threats. The new green movements need to reach the
masses and that will take a lot of time and effort. By India's ayurvedic heritage, Indian
consumers do appreciate the importance of using natural and herbal beauty products. Indian
consumer is exposed to healthy living lifestyles such as yoga and natural food consumption.
In those aspects the consumer is already aware and will be inclined to accept the green
Continued . . .
Patience and Perseverance
The investors and corporate need to view the environment as a major long-term investment
opportunity, the marketers need to look at the long-term benefits from this new green
movement. It will require a lot of patience and no immediate results. Since it is a new concept
and idea, it will have its own acceptance period.
Avoiding Green Myopia
The first rule of green marketing is focusing on customer benefits i.e. the primary reason why
consumers buy certain products in the first place. Do this right, and motivate consumers to
switch brands or even pay a premium for the greener alternative. It is not going to help if a
product is developed which is absolutely green in various aspects but does not pass the
customer satisfaction criteria. This will lead to green myopia. Also if the green products are
priced very high then again it will lose its market acceptability.
With Reference To India
Interestingly, green marketing continues to be an issue of 5 global interest. In fact, Google
Trends reports that, on a relative basis, more searches for “green marketing” originated from
India than from any other country.
Many companies are adopting green for capturing market opportunity of green marketing
EXAMPLE : Best Green IT Project: State Bank of India: Green IT@SBI
By using eco and power friendly equipment in its 10,000 new ATMs, the banking giant has not
only saved power costs and earned carbon credits, but also set the right example for
others to follow.
The 2011, top 10 Green Brands in India are:
2. Dabur India ltd.
4. Taj Hotels
5. Britannia Industries ltd.
6. Suzlon India
7. Hindustan Unilever Ltd.
8. Wipro technologies
9. Maruti Udyog ltd.
10. Godrej Consumer Products
Green marketing in amar mahal
The Amar Mahal
Palace, which has now been
converted into a Museum was
built in the nineteenth century
for Raja Amar Singh, a Dogra
king by a French architect on
the lines of a French Chateau.
The palace was donated to the
Hari-Tara charitable trust by
Dr. Karan Singh for use as a
The scenic background of
the place enhances the
beauty of this palace
manifolds. The stunning
sight of River Tawi flowing
below and the Shivaliks in
the north will surely make
your heart skip a beat or
Amar mahal is surrounded by vast parks which
depicts the greenery of the area.
The building is made of stone no paint is used
that means no environment harmful material is
when we had a visit their their we had a
question what kind of material is used for
All material used here is Eco Friendly.
And what evr is waste if recyclable is recycled
in best manner.
Clean liness – From all pics it can be seen area
all around always kept clean . Workers are
always on their foots making sure they have
clean sorrounding .
Green marketing is not going to be an easy concept. Green
marketing has to evolve since it is still at its infancy stage.
Adoption of Green marketing may not be easy in the short
run, but in the long run it will definitely have a positive
The rapid increase for the environment concern in last two
decades is stressing the palace’s authorities to prove the
change to ensure the sustainable growth of the society. Green
marketing should not be considered as just one more approach
to marketing, instead should be pursued with greater vigour as
it has societal and environmental dimensions.