Integrating Green Marketing Communications Am


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Integrating Green Marketing Communications Am

  1. 1. Integrating Green Marketing Communications A Paper Presentation by Avinash Mantri Faculty: Advertising & Brand Management SIES (Nerul) College of Arts, Science & Commerce Director: Purple Grape Promotions
  2. 2. Introduction <ul><li>Green brands </li></ul><ul><li>Brands that consumers associate with environmental conservation and sustainable business practices </li></ul><ul><li>Green Marketing </li></ul><ul><li>American Marketing Association defines Green marketing as the marketing of </li></ul><ul><li>products that are presumed to be environmentally safe. Green marketing </li></ul><ul><li>incorporates a broad range of activities, including product modification, </li></ul><ul><li>changes to the production process, packaging changes, as well as modifying advertising </li></ul><ul><li>Green CSR initiatives </li></ul><ul><li>Business and Industries have indigenized their CSR green initiatives by </li></ul><ul><li>practicing the 3Rs defined as : REDUSE – REUSE - RECYCLE </li></ul>
  3. 3. Green Brand Communication <ul><li>Winning Green Strategy hinges on it been communicated accurately </li></ul><ul><li>Eco-labeling : Credence of associating symbols, logos and certifications reinforces the corporate brand’s position in defining its image with respect to social responsibility and environmental consciousness </li></ul><ul><li>Green advertising is defined as any advert that meets one or more of the following criteria: </li></ul><ul><li>Explicitly or implicitly addresses the relationship between a product/service and the biophysical environment. </li></ul><ul><li>Promotes a green lifestyle with or without highlighting a product/service. </li></ul><ul><li>Presents a corporate image of environmental responsibility </li></ul>
  4. 4. Advertising Campaign- - Tata Steel <ul><li>Print </li></ul>
  5. 5. Advertising Campaign Vodafone - eRicks <ul><li>OOH- Out of Home </li></ul>
  6. 6. Advertising Campaign Kerala Tourism <ul><li>Broadcast </li></ul>
  7. 7. Advertising Campaign Social Media <ul><li>New age Digital </li></ul>
  8. 8. Innovative Media <ul><li>Eco-friendly display media in banners, standees, kiosks using organic material </li></ul><ul><li>such as bamboo flex </li></ul><ul><li>T-shirts, caps, and bags made of bamboo, jute, banana fibre </li></ul>
  9. 9. Corporate Gifting Promotional Items <ul><li>Green promotional gift bags, enviro-satchels, printed tote bags, non woven tote </li></ul><ul><li>bags and renewable promotional products in Jute, Soya, bamboo, and coconut </li></ul><ul><li>and banana fibre are redefining Corporate gifting ideas </li></ul><ul><li>Eco-tourism and Eco-adventure packages for Corporate Professionals </li></ul>
  10. 10. Green Events and Public Relations <ul><li>Hosting Events, Instituting awards for promoting sustainable green practices like </li></ul><ul><li>Carbon Credits, Community Road shows, Tree plantation drives, organizing </li></ul><ul><li>Seminars, Conferences and Conclaves </li></ul>
  11. 11. 360 degrees IMC The Green Way <ul><li>Multiple marketing channels already merging and overlapping </li></ul><ul><li>Best marketing Campaigns use multiple touch points including print, website, </li></ul><ul><li>social media, telemarketing and mobile </li></ul><ul><li>Online-Offline merge: Consumers see TV commercials on their laptops and listen to radio ads on their iPhones . Exploring Facebook for dialogue, Twitter for Tweets and YouTube to showcase new brands and offline commercials </li></ul><ul><li>Promotional offers like a coupon or discount , or a free newsletter can be suggested .Devising a contest and promote a live Green event </li></ul><ul><li>Distribution of all Company news and content to every channel through Press Conferences and Releases. </li></ul>
  12. 12. Leveraging Green Marketing Integration <ul><li>Intermittent connect between marketing channels attribute better offline and online competence for the Green Brand </li></ul><ul><li>New technologies will value-engineered into this virtuous cycle heralding long-term growth in sales </li></ul><ul><li>Ensure sustained dominance at the cutting edge of Green Marketing </li></ul>
  13. 13. Conclusion <ul><li>Carbon Credit Trading and Eco–certifications like LEED, Green Seals, Blue Angel and Green Cross will impact Green Marketing </li></ul><ul><li>Brand Prints- enhancing- Carbon Foot Prints will drive Brand Equity </li></ul><ul><li>Eco-friendly Media–both traditional and Ambient will score judiciously on the Brand – Consumer Matrix </li></ul><ul><li>The Multi-cultural, multi ethnic and diverse Indian Consumer mind will surprisingly be attuned towards implications of Green Marketing Campaigns </li></ul>
  14. 14. Thank You <ul><li>[email_address] </li></ul>