A presentation on Revolutionary Green Marketing. A seminar that i have took as part of my Curriculum.

1. GREEN MARKETING
MUHAMMED ANAZ PK
16SM28

2. WHAT IS GREEN
MARKETING?
 Green marketing is the marketing of products that are
presumed to be environmentally safe.
 In simple terms it refers to the process of selling products /
services based on their environmental benefits.
 The efforts by organizations to produce, promote, package,
and reclaim products in a manner that is sensitive or
responsive to ecological concerns

3. REASONS WHY FIRMS ARE ADOPTING GREEN
MARKETING:
 Social Responsibility
 Laws
 Cost reduction
 Satisfying the Customer needs.

4. Why do companies use it?
 Growing concern worldwide about the environment
protection.
 Research shows that consumers prefer and they are willing to
spend more money on products they perceive as
environmentally safe.
 More than half of American consumers have purchased a
product because of a label that said it was environmentally
safe or biodegradable.
 Manufacturer have recognized environmental concern as a
source of competitive advantage.

5. Examples of “green” advertising claims?
 Biodegradable
 Compostable
 recyclable/recycled
 Environmentally safe
 Ozone friendly

6. Green brand example

7. Macdonald’s have stopped packaging their burgers in
polystyrene containers and now use cardboards which
comes from a renewable resource and is biodegradable and
recyclable.
Pepsi creates world’s first plastic green bottle and it is
100% recyclable.
Unilever: International consumer goods giants and it
announced that they going to cut carbon emission in
manufacturing plants.

8. Examples Of Green Marketing In India
Digital Tickets by Indian Railways
No Polythene carry bags
Green IT Project: State Bank of India
Lead Free Paints from Kansai Nerolac
Wipro's Green Machines

9. Benefits of Green Marketing
 Healthy and safe.
 It saves money in the long run, though initially the cost is
more.
 It helps in accessing the new markets and enjoying
competitive advantage.
 Improved environmental quality & customer satisfaction
 Gaining and retaining customers.
 Innovation in products and operations.
 It helps companies market their products and services
keeping the environment aspects in mind.
 Most of the employees also feel proud and responsible to be
working for an environmentally responsible company.

10. Challenges of Green Marketing:
 Green products require renewable and recyclable material,
which is costly.
 Problems of misleading advertising and false claims.
 Most customers choose to satisfy their personal needs before
caring for the environment.
 Requires a technology, which requires huge investment in R
& D.
 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.

11. Practical Problems of Green Marketing
Green washing
When a company, government or other group promotes
green-based environmental initiatives but actually operates in a
way that is damaging to the environment or in an opposite
manner to the goal of the announced initiatives.
This can also include misleading customers about the
environmental benefits of a product through misleading
advertising and unsubstantiated claim.
Green washing, a term derived from the term whitewashing

12. Green washing: examples
Recently in a case, the California Attorney General filed a Suit
against Water bottle companies, that claims their bottles are
biodegradable and recyclable.
Ford Motor Company
Print ad read, "Green vehicles. Cleaner factories. It's the right
road for our company, and we're well underway."
But it only planned on producing 20,000 of its Hybrid SUVs per
year, while continuing to produce almost 80,000 F-series trucks per
month.

13.  People choose satisfy their personal needs
than caring for environment.
 Most of them see these are marketing
gimmicks.
 Etc..

15. Thankyou…!