GREEN MARKETING• According to the American Marketing Association, green marketing is the marketing of products that are presumed to be environmentally safe. Thus green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. 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
CHARACTERSTICS OFGREEN MARKETING
IMPORTANCE OF GREEN MARKETING
WHY GREEN MARKETING
EXAMPLES OF RECYCLING- Batteries,- Building Materials,- Cars,- Clothing, and material,- Compost matter,- Computers,- Electrical equipment,- Furniture,- Glass,- Metals,- Mobile phones,- Paint, and oils,- Paper,- Plastic,- Printer cartridges,- Wood
MARKETING MIX OF GREENMARKETING
ProductThe increasingly wide variety of productson the market that support sustainabledevelopment and are good for the triplebottom line include:1. Products made .. from recycled goods,or that can be recycled or reused. Ex-McDonalds restaurants napkins,bags are made of recycled paper.2. Efficient products, which save water,energy or gasoline, save money andreduce environmental impact.3. Products with environmentallyresponsible packaging.
Price• Price is a critical and important factor of green marketing mix. Most consumers will only be prepared to pay additional value if there is a perception of extra product value. This value maybe improved performance, function, design, visual appeal, or taste. Green marketing should take all these facts into consideration while charging a premium price.
Place• The choice of where and when to make a product available will have significant impact on the customers. Very few customers will go out of their way to buy green products.
PromotionPromoting products and services to target markets includes paid advertising, public relations, sales promotions, direct marketing and on-site promotions
GREEN MARKETING OF MNCs
Philips Lights CFL
ITCO ITC has been Carbon Positive three years in a row(storing twice the amount of CO2 than the Company emits).O Water Positive six years in a row (creating three timesmore Rainwater Harvesting potential than ITCs netconsumption).O Close to 100% solid waste recycling.O ITCs Social and Farm Forestry initiative has greenedover 80,000 hectares creating an estimated 35 million persondays of employment among the disadvantaged.O ITCs Watershed Development Initiative bringsprecious water to nearly 35,000 hectares of dry lands andmoisture stressed areas.O ITCs Sustainable Community Development initiativesinclude women empowerment, supplementary education,integrated animal husbandry programmes.O E-choupal facilities
NOKIA : Take Backcampaign
Tide Coldwater Ex amDid you know that between 80 and 85 percent of the ener used to wash clothescomes from heating the water? Tid ple Coldwater—The Coolest Way to Clean.”Tide Coldwater : Laundry Detergent
HCLThe key objective under HCL ECOSAFE is targeted atintegrating environmental management proceduresinto its business processes thereby protecting theenvironment, health, and safety of all itsstakeholders
Levis Strauss & Co.
ON EARTH DAY2009Disneynature, a new film label from the Walt Disney Company, promoted its new film Earth by planting a tree for everyone who saw the movie ,500,000 trees were planted• Virgin America donated $1for every passenger flying that day to environmental restoration efforts at California State Parks
CONCLUSION:Green marketing is catching on in a big way.Marketers as well as consumers are slowly butstrongly recognizing it.Awareness is being created about the use ofsuch materials, which are helpful in conservingthe environment and are eco-friendly. Greenmarketing is gaining prominence across the worldand in India too.