Green marketing


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Green marketing

  1. 1. Green Marketing: A new Revolution Presented by Ms. Sulekha Munshi Dr. Deepali Saluja Ms. Anupama Munshi
  2. 2. Introduction <ul><li>Green marketing incorporates a broad range of activities ,including product </li></ul><ul><li>modification ,changes to the production process, packaging changes as well as modifying advertising. </li></ul>
  3. 3. Myth About Green Marketing <ul><li>Unfortunately , a majority of people believe that green marketing refers to the promotion or advertising of products with environmental characteristics. </li></ul>
  4. 4. 4P’s of Green Marketing <ul><li>Product : </li></ul><ul><li>Companies identify the customer’s environmental needs and develop a product to address these needs ,for e.g.Queensland’s only waterless printer. </li></ul>
  5. 5. <ul><li>Price : </li></ul><ul><li>this is a critical element of the marketing mix.most customers are willing to pay premium price if there is a perception of additional value.for e.g. organic products. </li></ul>
  6. 6. <ul><li>Place: </li></ul><ul><li>Actually very few customers go out </li></ul><ul><li>To buy green products merely for the sake of it.marketers should position their products broadly in the market place so they are not just appealing to a small green niche market. </li></ul>
  7. 7. <ul><li>Promotion: </li></ul><ul><li>Smart green marketers will be able </li></ul><ul><li>To reinforce environmental credibilty by </li></ul><ul><li>Using sustainable marketing communication tools and practices. </li></ul><ul><li>Example : idea cellular services </li></ul>
  8. 8. Firms using green marketing : why ? <ul><li>Opportunities : </li></ul><ul><li>Organization perceive environmental marketing to be an opportunity that can be used to achieve organizations objectives. </li></ul><ul><li>For eg. Xerox introduced a high quality recycled photocopier paper in an attempt he fto satisfy the demands of the firms for less environmentally harmful products </li></ul>
  9. 9. <ul><li>Social Responsibility : </li></ul><ul><li>Many companies are beginning to realize that they are the members of wider community and therefore must behave in environmental responsible Diseny world has an extensive waste management programme </li></ul>
  10. 10. <ul><li>Government pressure: </li></ul><ul><li>Government regulations are designed to control the environment of hazardous waste produced by firms . </li></ul><ul><li>Many by-products of production are controlled by issuing of various environmental liscences </li></ul>
  11. 11. <ul><li>Competitive Pressures: </li></ul><ul><li>In many cases companies observe their competitors environmental behaviour and attempt to emulate this behaviour. </li></ul>
  12. 12. <ul><li>Lost Profit Issues: </li></ul><ul><li>Many Companies often develop environment friendly production processes that not only reduces waste but reduces the need for some raw material,thus having a doule cost saving. </li></ul>
  13. 13. Conclusion <ul><li>The understanding of Green Marketing is still in its infancy ,perhaps because of its multidisciplinary nature. </li></ul><ul><li>Marketing scholars focus on a host of business strategy & public policy issues and also economic incentives in </li></ul><ul><li>Influencing consumer behaviour, </li></ul><ul><li>Where as for env. Economist green marketing </li></ul>
  14. 14. <ul><li>signifies a broader trend in the evolution of env. Policies.thus in nut shell we can conclude that </li></ul><ul><li>Green marketing is more than just creating products that are env. Friendly. </li></ul><ul><li>It is about systematic change in society that includes consumers , producers & the general commercial structure . </li></ul>
  15. 15. <ul><li>Thank you </li></ul>