Green marketing concepts

1. Mayank Kumar Pandey
Assistant Professor
Department of Management
JIMS Engineering Management Technical Campus, Greater
Noida

2. Mayank Kumar Pandey
Assistant Professor
NIET, Greater Noida
Change ……. Case Study

3. Learning Objectives
• Understand Meaning & Evolution of Green
Marketing.
• Analyze Requirement of Green Marketing.
• Find out Benefits of Green Marketing.
• Reason for Adoption of Green Marketing.
• Explore Green Marketing Mix.
• Understand Green Marketing Strategies.
• Know about Challenges.
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4. Evolution Of Green Marketing
The term Green Marketing came into existence in the
late 1980s and early 1990s.
1 2 3
Ecological SustainableEnvironmental
During this period all
marketing activities
were concerned to help
environment problems
and provide remedies
for environmental
problems.
Focus shifted on clean
technology that
involved designing of
innovative new
products, which take
care of pollution and
waste issues.
This was the result of the
term sustainable
development which is
defined as "meeting the
needs of the present without
compromising the ability of
future generations to meet
their own needs."22-05-2019 Green Marketing By: Mayank Pandey 4

5. What is Green Marketing?
It can be defined in three ways :
1. The marketing of products that are presumed
to be environmentally safe.
2. The development and marketing of products
designed to minimize negative effects on the
physical environment or to improve its quality.
3. The efforts by organizations to produce,
promote, package, and reclaim products in a
manner that is sensitive or responsive to
ecological concerns.
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6. Why Green Marketing?
• As resources are limited and human wants are unlimited,
it is important for the marketers to utilize the resources
efficiently without waste as well as to achieve the
organization's objective. So green marketing is inevitable.
• There is growing interest among the consumers all over
the world regarding protection of environment.
Worldwide evidence indicates people are concerned
about the environment and are changing their behaviour.
As a result of this, green marketing has emerged which
speaks for growing market for sustainable and socially
responsible products and services.
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7. • The obvious assumption of green marketing is
that potential consumers will view a product or
service's "greenness" as a benefit and base their
buying decision accordingly.
• The not-so-obvious assumption of green
marketing is that consumers will be willing to
pay more for green products than they would
for a less-green comparable alternative product
Contd…
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8. Benefits of Green Marketing
• Companies that develop new and improved products and services
with environment inputs, give themselves access to new markets,
increase their profit sustainability, and enjoy a competitive
advantage over the companies which are not concerned for the
environment.
• Some of the advantages of green marketing are:
– It ensures sustained long-term growth along with profitability.
– It saves money in the long run, though initially the cost is more.
– It helps companies market their products and services keeping
the environment aspects in mind.
– It helps in accessing the new markets and enjoying competitive
advantage.
– Most of the employees also feel proud and responsible to be
working for an environmentally responsible company.22-05-2019 Green Marketing By: Mayank Pandey 9

9. Adoption of Green Marketing
5 Basic Reasons:
Opportunity or
Competitive
Advantages
Social
Responsibility
Government
Pressure
Competitive
Pressure
Cost Reduction
In India, around 25% of the consumers prefer environment friendly
products, and around 28% may be considered health conscious.
There fore, green marketers have diverse and fairly sizeable segments
to cater to.
Many companies have started realizing that they must behave in an
environment-friendly fashion. They believe both in achieving
environmental objectives as well as profit related objectives.
Various regulations rare framed by the government to protect
consumers and the society at large. The Indian government too has
developed a framework of legislations to reduce the production of
harmful goods and by products.
Many companies take up green marketing to maintain their
competitive edge.
Reduction of harmful waste may lead to substantial cost savings.
Sometimes, many firms develop symbiotic relationship whereby the
waste generated by one company is used by another as a cost-
effective raw material
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10. Green Marketing Mix
Green
Marketing
Mix
•Energy saving
•Organic
•Green chemicals
•Local sourcing, etc.
•Place of manufacturing
•Place of availability
•Improved Performance
•Function
•Design
•Visual appeal
•Taste
•Relationship b/w product
& biophysical environment
•Green lifestyle by
highlighting product
•Corporate image of
environment
responsibility
PRODUCT PRICE
PLACE PROMOTION
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11. Green Marketing Strategies
• Marketing Audit (including internal and external
situation analysis)
• Develop a marketing plan outlining strategies
with regard to 4 P's
• Implement marketing strategies
• Plan results evaluation
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12. GOLDEN RULES OF GREEN MARKETING
1. Know your Customer
2. Educating your customers
3. Being Genuine & Transparent
4. Reassure the Buyer
5. Consider Your Pricing
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13. Response of Countries
RANK CONUTRIES
1 India
2 UK
3 US
4 Thailand
5 Australia
6 Canada
7 China
Source: www.google.com
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14. • Lead Free Paints From Kansai Nerolac
• Going Green: Tata's New Mantra
• Tata Metaliks Limited (TML)
• Tamil Nadu Newsprint and Papers Limited
(TNPL)
• Suzlon Energy
• Oil and Natural Gas Company (ONGC)
• IndusInd Bank
Initiatives Taken Up By Business Organisations
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15. Challenges Ahead
• Green products require renewable and
recyclable material, which is costly
• Requires a technology, which requires huge
investment in R & D
• Water treatment technology, which is too costly
• Majority of the people are not aware of green
products and their uses
• Majority of the consumers are not willing to pay
a premium for green products
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16. Consumer and the Public Cares
• Based on McKinsey Quarterly Study
– 87% consumers are concerned about the
environment and social impacts of the
products they buy.
– 37% of consumers indicated they were ready
to buy green products or already done so.
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17. References
1. www.greenmarketing.net/stratergic.html
2. http://en.wikipedia.org/wiki/Green_marketing
3. www.emeraldinsight.com/0263-4503.html
4. www. businesswireindia.com
5. www.storyofstuff.org
6. www.google.co.in
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18. Story of Stuff
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19. So PLEASE………….
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