green marketing concept

1. GREEN
MARKETING
Prepared By :
Monika Bansal

2. TABLE OF CONTENTS
• Meaning
• Evolution
• Answering Basic Question
• Green Marketing Mix
• Some Examples

3. WHAT IS GREEN MARKETING ??
• All activities designed to generate & exchange goods and services to
satisfy human wants with minimal detrimental impact on the
environment.
• “Green marketing is the marketing of products & services that are
presumed to be environmentally safe”.
-- American Marketing Association (AMA)
• It is also commonly referred to as “Ecological Marketing” or
“Environmental Marketing”.

4. EVOLUTION OF GREEN MARKETING
• First signs of green marketing arose in the 1970’s and since then it
has gained constant attention over the years.
• Started with a so called “Green Consumer” movement in the US which
soon fizzled out without making mass appeal.
• However during the Late 1980’s , Public opinion pools showed strong
willingness of consumers towards ecofriendly products.
• The 20th century saw a sharp rise in organizations marketing their
products via Eco- labeling.

5. ANSWERING SOME BASIC QUESTIONS
• A few questions that come to the mind, when we talk about Green
marketing are as follows :-
Q1) Why are firms going green ??
Q2) Does it pay back to go green ??
Q3) What should companies consider while going green ??

6. WHY ARE FIRMS GOING GREEN ??
Answer
Reasons are as follows :-
• An Opportunity
• Corporate Social Responsibility
• Competitive Pressure
• Governmental Pressure

7. DOES IT PAY BACK TO GO GREEN ??
Answer
• This comprises of 2 sub-questions & their answers :-
A) Do green companies outperform the market ?
According to Goldman sachs study (2007) green companies
outperformed 72% of their sector peers.
B) Does going green really just mean spending more?
No, In fact it helps companies save on major wastages & reuse , thus
saving funds.

8. CONSIDERATIONS WHILE GOING
GREEN ??
Answer
• Go green where it actually matters.
• Knowing “Who is in charge of green”  Two perspectives:-
 The whole organization workforce.
 Appointing a “Chief green officer”.

9. GREEN MARKETING MIX
GREEN PRODUCT MIX
GREEN PRICING MIX
GREEN PLACE MIX

10. GREEN PRODUCT MIX
• Designing products that are energy efficient & saving.
• Ensuring reduced or negligible environmental harmful effects
on nature , at the same time meeting the need of the consumers.
• Examples
 Nike Green shoes(Air Jordan) .
 Motorola Green Phone MOTO W233 Renew aims to reduce the
carbon footprints.
 Apple Green technologies.

11. GREEN PRICE MIX
• Green pricing need to done in a very strategic manner.
• Customers will be willing to pay a little more only if they are
able to reap extra benefits from the product
• Considering the three factors i.e. People, Profit & Planet in
terms of the cost incurred & benefit obtained.
• Example  Smart Grid Initiative By IBM.

12. GREEN PLACE MIX
• Place no more refers to a Stationery Location .
• Green marketing involves taking a considerable step towards
better ecofriendly :-
 Supply chains
 Transportation channels
 Warehousing
• Example  Wall-mart’s green supply chain has set a
benchmark for its peers.

13. PROBLEMS WITH GREEN MARKETING
• Lack of consumer awareness
• Limited scientific knowledge (CFC,HFC, DME)
• Financial constraints
• Consumer perception may not be right
• Prevalence of Deceptive marketing
• Lack of stringent legal standards
• Considered costly and of lower quality

14. EXAMPLES
• Eco Friendly Rickshaws Before CWG
 Chief minister Sheila Dikshit launched a battery operated
rickshaw E-RICK to promote eco friendly transportation in
city.
• Going green Tata’s new mantra
 Tata Motors is setting up an eco-friendly showroom using
natural building material for its flooring and energy efficient
lights.

15. THANK YOU !!