Green Marketing Strategies in E-commerce - a brief presentation about the upcoming trend, that is green marketing; in relation with or with resoect to another flourishing and upcoming model of business, which is E-commerce. A gist of a small research conducted in my MBA programme.

1. - BY FRAHIM ADAJANIA
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2. Green Marketing
• Why green marketing?
• Sustainable product choices.
• Recyclable, efficient packaging.
• Greener delivery options.
• Become eligible for potential tax deductions through green e-commerce
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3. Green Marketing Mix
Green
Product Mix
Green Price
Mix
Green Place
Mix
Green
Promotion
Mix
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4. 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.
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5. 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.
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6. 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.
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7. Green Promotion Mix
• Green promotion involves configuring the tools of production like advertising ,
websites, media etc.
• Green marketer can attract the customers on the basis of the performance , money
savings health and eco friendliness so as to target a wide range of green
consumers.
Examples: British petroleum
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8. Importance of Green Marketing Strategies in E-commerce
• Going Green is Marketing Gold
• Display a sustainability pledge on your website
• Switching to Recyclable packaging
• Reduce Fulfilment errors that leads to returns
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9. 5 Effective Green Marketing Strategies
• Extremely important to develop legitimate and effective green product and marketing
strategies
• Eliminate greenwashing and lead to greater profits.
Green Design
• Design products and services
that are green to begin with.
• Fuji Xerox’s Green Wrap is an
example.
Green Pricing
• Highlight
• Making aware
• Save money and resources
• Tide Coldwater Clean
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10. Green Positioning
• Promote its
sustainability
performance
• Reflect its
sustainability value
• The Body Shop
exemplifies effective
green positioning
Green Logistics
• Packaging must be
green
• Unsustainable
packaging
• Amazon’s Frustration-
Free Packaging
initiative
Green Disposal
• Every aspect of a
product’s life cycle
• hazardous to the
environment and
human health
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11. Advantages of Implementing Green Marketing Strategies:
Imbedded advantage for E-commerce:
- No Brick and Mortar stores
- No intermediaries in most cases (full operational control and flexibility)
- Less cost, resources, maintenance and up-keep
- Inherent flexibility
Internal Advantages:
• Stake holders happy, more investments come in
• Reduce reliability on unconventional sources
• Green within, healthy within
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12. External Advantages:
• Boost CSR
• Improves Goodwill
• Can turn your ‘Deep green’ customers into ‘Advocates’ of your brand.
• Encourages others and sets examples
• Encouragement and support from Government
• Improves ratings of the firm
• Ensures longer sustainability period
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13. Adoptability
• Packaging
• Shipping
• Products
• In house sustainability efforts
LOHAS
• LOHAS
• Naturalites
• Drifters
• Conventionals
• Unconcerned
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14. Effect and effectiveness
• Green issues in corporate decisions
• Environmental products like green vehicles
• Incorporation of issues in agenda
• Raising Awareness
• Adoption of renewable sources of energy
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15. Current Trends
• Marketing Strategies : Sustainability Shipping Initiative (SSI)
• Marketing of Goods
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16. Future of Green Business Strategy
• Changing consumer behavior towards green products.(can give competitive advantage)
• Necessity for green retailing in India
• Consumer value positioning
• The four trends we’ll explore
• a) Certifiably green
• b) Greatest link
• c) The green seeds of innovation
• d) Green goes niche
• Sustainable development in regards to three R’S
• Green logistics (DHL)
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17. Recent Initiatives Encouraging Green Marketing Strategies
• Mc Donalds in India has redesigned their restaurant napkins and bags which are
now made of recycled paper.
• Nokia initiation of setting up the green boxes.
• Woodland has done a comprehensive carbon accounting for its stores.
• Government initiative on banning production of plastic bags below 40 micron.
• Mandatory installation of solar water heaters.
• Introduction of electric cars in automobile industry.
• E- commerce sector collaboration to make parcel delivery more sustainable.
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18. Conclusion
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19. Thank you.
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