WHAT IS GREEN MARKETING?• green marketing is the marketing of productsthat are presumed to be environmentally safe.
A SIMPLE DEFINTION• In simple terms it refers tothe process of sellingproducts and/or servicesbased on theirenvironmental benefits.• Such a product may beenvironmentally friendly initself or produced and/ orpackaged in this way.
THE AMERICAN MARKETINGASSOCIATION (AMA) DEFINITION A 3 WAY DEFINTION: (retailing definition) The marketing of productsthat are presumed to be environmentally safe. (social marketing definition) The development andmarketing of products designed to minimizenegative effects on the physical environment or toimprove its quality. (environment definition) The efforts byorganizations to produce, promote, package, andreclaim products in a manner that is sensitive orresponsive to ecological concerns
Mutual benefit A competitive edge Rising green demands ofcustomers Higher profit margin
• Macdonald’s have stoppedpackaging their hamburgers etc inpolystyrene containers and nowuse cardboards which comes froma renewable resource and isbiodegradable or recyclable .
The production process is compatible with ecosystemIt is compatible with goals of the companyIt satisfies the consumers
Eco label is an environmental claim thatappears on the packaging of a product .It isawarded to a manufacturer by anappropriate authority. ISO 14020 is a guideto the award of Eco-labels.The government of Indialaunched an Eco-mark Scheme in 1991 toincrease consumer awareness in respect ofenvironment friendly products. The aim ofthe scheme is to encourage the customers topurchase those products which have lessharmful environmental impact.
• Improvement of image and sales of products• Manufacturer’s being more accountable toenvironmental impacts.• Consumer’s awareness that their choice ofproduct do affect the environment as someproducts are less damaging to environmentalthan othersEco labeling leads to
• 3 stages led to award of eco-mark in IndiaThe Steering Committee of the MEF determines the product categories forcoverage under the scheme and to formulate strategies forimplementation and future developments of the scheme.The second stage is the identification of specific products to be selected andthe individual criteria to be adopted by the Technical Committee of CPCB.In the third stage the Bureau of Indian Standards (BIS) is to certify theproduct and formulae contract with the manufacturer allowing the useof eco-mark.
STATUS FOR ECO-MARK DEVELOPMENT1. Soaps and detergents2. Paper3. Food items4. Lubricating oils5. Packaging materials6. Paints and powder coatings7. Batteries8. Electrical / electronic goods9. Food addition10.Wood substitutes11.Cosmetics12.Aerosol propellants13.Plastic product14.Textiles15.Fire extinguisher16.Leather
ONE BIG GREEN LIEFord Motor Company In 2004 one print ad read,"Green vehicles. Cleanerfactories. Its the right road forour company, and were wellunderway." But it only planned on producing20,000 of its Hybrid SUVs peryear, while continuing to producealmost 80,000 F-series trucks permonth
CONSEQUENCES Greenwashing ismisleading Could result inconsumer and regulatorcomplacency May also engendercynicism