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Marketing strategies to reach the green consumer
Marketing strategies to reach the green consumer
Marketing strategies to reach the green consumer
Marketing strategies to reach the green consumer
Marketing strategies to reach the green consumer
Marketing strategies to reach the green consumer
Marketing strategies to reach the green consumer
Marketing strategies to reach the green consumer
Marketing strategies to reach the green consumer
Marketing strategies to reach the green consumer
Marketing strategies to reach the green consumer
Marketing strategies to reach the green consumer
Marketing strategies to reach the green consumer
Marketing strategies to reach the green consumer
Marketing strategies to reach the green consumer
Marketing strategies to reach the green consumer
Marketing strategies to reach the green consumer
Marketing strategies to reach the green consumer
Marketing strategies to reach the green consumer
Marketing strategies to reach the green consumer
Marketing strategies to reach the green consumer
Marketing strategies to reach the green consumer
Marketing strategies to reach the green consumer
Marketing strategies to reach the green consumer
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Marketing strategies to reach the green consumer

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Presentation on the Marketing strategies to reach the green consumer across the different industries. With relevant examples given for each..

Presentation on the Marketing strategies to reach the green consumer across the different industries. With relevant examples given for each..

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  • 1. Marketing strategies to reach the green consumer
    By,
    Vinyas S.
  • 2. Agenda
    Introduction
    Definition
    Strategies
    Barriers
    Benefits
    Conclusion
  • 3. Introduction
  • 4.
  • 5. But, why do all manufacturing firms ignore??
  • 6. Definition: Green Consumer
    Green consumer is someone who is very concerned about the environment and, therefore, only purchases products that are environmentally-friendly or eco-friendly.
    Prefers products –
    made from natural ingredients
    not causing pollution
    made from recycled materials
  • 7. Definition: Green Marketing
    Roots from the term ecological marketing in the late 1980s
    Green Marketing is marketing of products
    that are presumed to be environmentally
    safe
    Incorporates activities:
    Including product modification
    Changes to the production process
    Packaging changes
    Modification in advertising
  • 8. STP for green consumers
  • 9. Marketing mix of Green Marketing
    Product
    Developed on the needs of the customer
    Recycled materials
    Reduce energy and money
    Reduce harmful effects
  • 10. Contd..
    Price
    Takes into consideration People, Planet and
    profit
    Change through functionality
    E.g: Ikea consumers being charged for opting plastic bags.
  • 11. Contd..
    Place
    Managing logistics
    Reduce the carbon foot prints
    E.g: Local production of an item to reduce carbon emission
  • 12. Contd..
    Promotion
    Attracts customer on the basis of performance, money savings, health and convenience and environmental friendliness to target green consumers.
    Social networking
    E.g: Local production of an item to reduce carbon emission
  • 13. Marketing Strategies
  • 14. FMCG
    Future Friendly campaign
    80% energy used in heating water
    Product - Tide Coldwater
    Supplier Environmental Sustainability Scorecard
  • 15. Recycled Polyster for making jerseys
    Recycled 19 mn. plastic bottles  2009
    Recycled 82 mn. plastic bottles  2010
    World cup jerseys.
    1 jersey -> 8 bottles from landfills
    96% fewer toxins in Air Jordan Shoes.
  • 16. Automobiles
    Honda FCX Clarity
    Uses fuel cell technology
    By combining oxygen and hydrogen in a fuel cell stack, electricity is generated to run the vehicle
    “Greenest automaker” award – 4 years
  • 17. Information Technology
    Retail store Technology of IBM
    Upgradeable, Reuse and Recycle
    Build with recycle materials
    Save energy
    Minimize environmental impact
    Dispose safely
  • 18. Services
    Idea cellular GO GREEN campaign with Café Coffee Day and Barista.
    People can download the menu card and bill on their mobile phones
  • 19. Banking
    HSBC recent campaign for paperless banking.
    Any new checking customer who pay three bills online receive a green kit filled with coupons and other goodies.
  • 20. Banking (contd..)
    Green-channel banking initiative
    Promote paperless work
    Reducing the foot fall in over burden ATMs and branches
    Installation of 10 windmills in TamilNadu
  • 21. Electronic Goods
    Philips EcoVision4 program
    Generate 30% of total revenues from Green Products
    Double investment in Green Innovations to a cumulative EUR 1 billion
    Improve operational energy efficiency by 25% and reduce CO2 emissions by 25%.
  • 22. Barriers
    Green Washing
    McDonald’s – They look for cash instead of earth
    Creates a confusion among the consumers on the credibility of the green products
  • 23. Benefits
    Employees feel they are working for an environmental friendly product
    Saves money in the long run
    Markets products and services keeping the environment aspects in mind
    Helps to access the new markets and enjoy competitive advantage
  • 24.
  • 25. THANK YOU

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