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GREENMARKETING
By
SOHAM PRADHAN
EMBA 2015-16
UEMF15027
INTRODUCTION :
According to American Marketing
Association ( AMA) :
Phase -1 :
ECOLOGICAL MKTG
Phase -2 :
ENVIRONMENTAL MK...
GREEN MARKETING : why ?
 Growing concern world wide about Environment Protection.
 Consumer are more conscious that thei...
GREEN MARKETING : A careful consideration
GREEN MARKETING : Product
 Reduction of in pollution – Both Product and Process.
 Effective utilisation of scarce resour...
GREEN MARKETING : Price
 A customer will only pay if perceived product value meets their requirements.
 Should not compr...
GREEN MARKETING : Promotion
 Addressing a relationship between a product/service and the biophysical environment.
 Promo...
GREEN MARKETING : Place
 The choice of where and when to make a product available will have significant impact on
the cus...
GREEN MARKETING : Rules
Jacquelyn Ottman (2010) has provided 5 simple Rules of Green Marketing :
1. Know your customer
2. ...
GREEN MARKETING SEGMENTS By Ottman ( 1998)
CONSUMERS
LIGHT
GREEN
DARK GREEN
RESOURCE
CONNSERVERS
HEALTH
FANATICS
ANIMAL
LO...
GREEN MARKETING : CHALLENGES
1. New Concept
2. Huge Capital Investment
3. Consumers are not aware of Green Products or una...
GREEN WASHING
 It is disinformation disseminated by an organisation so
as to present an environmentally responsible publi...
7 SINS of GREEN WASHING
Sin of hidden trade off
Sin of no proof
Sin of vagueness
Sin of irrelevance
Sin of lesser of two e...
GREEN MARKETING : ECO LABEL
 Eco label identifies environmentally- friendly products and services
 It guarantees that a ...
CONCLUSION :
While Marketing it is important to be :
1. AUTHENTIC
2. COMMITED
3. SHOULD HAVE A PROGRAMMED APPROACH
“Green ...
REFRENECE :
1. Green marketing in India: An Overview by Prof. Jaya Tiwari ( IOCR JOURNAL OF BUSINESS AND MANAGEMENT
2. GRE...
GREEN MARKETING OVERVIEW
GREEN MARKETING OVERVIEW
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GREEN MARKETING OVERVIEW

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An idea on Green marketing as strategic tool.If miss-utilised it leads to Green -Washing.

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GREEN MARKETING OVERVIEW

  1. 1. GREENMARKETING By SOHAM PRADHAN EMBA 2015-16 UEMF15027
  2. 2. INTRODUCTION : According to American Marketing Association ( AMA) : Phase -1 : ECOLOGICAL MKTG Phase -2 : ENVIRONMENTAL MKTG Phase-3 : SUSTAINABLE MKTG 1. RETAILING DEFINITION : Products that are environmentally safe. 2. SOCIAL MARKETING DEFINITION : Products designed to reduce their negative effect. 3. ENVIRONMENTAL DEFINITION : Other attributes of products reclaimed to be sensitive to ecological concern
  3. 3. GREEN MARKETING : why ?  Growing concern world wide about Environment Protection.  Consumer are more conscious that their consumption impact their Environment.  Manufacturers have determined environmental concern as a source of Competitive advantage.  Governmental Pressure.
  4. 4. GREEN MARKETING : A careful consideration
  5. 5. GREEN MARKETING : Product  Reduction of in pollution – Both Product and Process.  Effective utilisation of scarce resources.  All claims should be legitimate, Proven and certified. MAIN OBJECTIVE : • 2010: WIPRO launched TOXIN FREE Desk Tops • Free from carcinogenic materials such as PVC and BFRs
  6. 6. GREEN MARKETING : Price  A customer will only pay if perceived product value meets their requirements.  Should not compromise on performance, function ,design, visual appeal or taste. CRTICAL FACTOR :
  7. 7. GREEN MARKETING : Promotion  Addressing a relationship between a product/service and the biophysical environment.  Promoting a green lifestyle by highlighting a product or service .  Presenting a corporate image of environmental responsibility. 3 Types of Green Advertising:  96% Less use of Water  172 Million litres water saved  13 Million Jeans made (Levis San Francisco, March 22,2012) http://store.levi.com/waterless/external/fl ash/index.html
  8. 8. GREEN MARKETING : 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.  Managing logistics to cut down on transportation emissions. STRATEGY : TO SELL LOCALLY GROWN RAISED and PRODUCED
  9. 9. GREEN MARKETING : Rules Jacquelyn Ottman (2010) has provided 5 simple Rules of Green Marketing : 1. Know your customer 2. Empower Consumers 3. Be Transparent 4. Reassure the buyer 5. Consider your pricing
  10. 10. GREEN MARKETING SEGMENTS By Ottman ( 1998) CONSUMERS LIGHT GREEN DARK GREEN RESOURCE CONNSERVERS HEALTH FANATICS ANIMAL LOVERS OUTDOOR ENTHUSIAST BROWN
  11. 11. GREEN MARKETING : CHALLENGES 1. New Concept 2. Huge Capital Investment 3. Consumers are not aware of Green Products or unable to identify it 4. To sustain confidence of stake holder 5. Avoiding Green Myopia.
  12. 12. GREEN WASHING  It is disinformation disseminated by an organisation so as to present an environmentally responsible public image.  Green Washing is coined by New York environmentalist Jay Westerveld.
  13. 13. 7 SINS of GREEN WASHING Sin of hidden trade off Sin of no proof Sin of vagueness Sin of irrelevance Sin of lesser of two evil Sin of fibbing Sin of worshipping false label If you paint it green is it really green ? ADM
  14. 14. GREEN MARKETING : ECO LABEL  Eco label identifies environmentally- friendly products and services  It guarantees that a given product or service is fit for use and will have a reduced environmental impact throughout its life  Standard to be followed : ISO 14020 for environmental labels and declaration.
  15. 15. CONCLUSION : While Marketing it is important to be : 1. AUTHENTIC 2. COMMITED 3. SHOULD HAVE A PROGRAMMED APPROACH “Green Marketing is not about making things green ( Green Washing), its about making Green Stuff Normal “.
  16. 16. REFRENECE : 1. Green marketing in India: An Overview by Prof. Jaya Tiwari ( IOCR JOURNAL OF BUSINESS AND MANAGEMENT 2. GREEN MARKETING AND ITS IMPLEMENTATION IN INDIAN BUSINESS ORGANIZATIONS By MANJUNATH .G.; GUNDUPAGI MANJUNATH ( Asia Pacfic Journal of Markting and Management Review) JOURNALS : LINKS :  www.business-standard.com/article/companies/wipro-infotech-launches-green-pcs- 110012800156_1.html  www.greenbiz.com/blog/2014/01/14/five-strategies-avoid-taint-greenwash-your-business  http://store.levi.com/waterless/  www.wholefoodsmarket.com/local  www.ecolabelindex.com/ecolabels/?st=country,in  www.indiaenvironmentportal.org.in/media/iep/infographics/Green%20Brands%202014/index. html  www.naturalnews.com/024756_antibiotic_antibiotics_USDA.html#

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