Green Marketing With
Reference To Amar
Mahal & Its Sorroundings
…
Presented To –

Presented By
Roll No – 41 - 45

Deepak M...
Green Marketing
•Green or Environmental Marketing consists of all activities designed to generate
and facilitate any excha...
tHe Four p’s oF Green MarketInG
PRODUCT
• Identify customers‘ environmental needs and develop
products to address these needs.
• Products with environment...
PRICE
• Pricing is a critical element of the marketing mix.
• Most customers are prepared to pay a premium if
there is a p...
PLACE
• The choice of where and when to make a product
available has a significant impact on the customers
being attracted...
PROMOTION
• Promoting services to target markets includes paid
advertising, public relations, sales promotions, direct
mar...
Government
The Indian government has also done its mite in promoting green marketing and eco friendliness by
way of bannin...
CHALLENGES IN GREEN MARKETING
Need for Standardization
It is found that only 5% of the marketing messages from “Green” cam...
Continued . . .
Patience and Perseverance
The investors and corporate need to view the environment as a major long-term in...
With Reference To India
SOME CASES
Interestingly, green marketing continues to be an issue of 5 global interest. In fact, ...
The 2011, top 10 Green Brands in India are:
1. AMUL
2. Dabur India ltd.
3. Infosys
4. Taj Hotels
5. Britannia Industries l...
Green marketing in amar mahal
The Amar Mahal
Palace, which has now been
converted into a Museum was
built in the nineteent...
The scenic background of
the place enhances the
beauty of this palace
manifolds. The stunning
sight of River Tawi flowing
...
Amar mahal is surrounded by vast parks which
depicts the greenery of the area.
The building is made of stone no paint is used
that means no environment harmful material is
their .

when we had a visit ...
CONCLUSION
Green marketing is not going to be an easy concept. Green
marketing has to evolve since it is still at its infa...
Green marketing
Green marketing
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Green marketing

  1. 1. Green Marketing With Reference To Amar Mahal & Its Sorroundings … Presented To – Presented By Roll No – 41 - 45 Deepak Manhas
  2. 2. Green Marketing •Green or Environmental Marketing consists of all activities designed to generate and facilitate any exchanges intended to satisfy human needs or wants, such that the satisfaction of these needs and wants occurs with minimal detrimental impact on the natural environment. - American Marketing Association •Green Marketing incorporates A broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. •Yet defining green marketing is not a simple task where several meanings intersect and contradict each other; an example of this will be the existence of varying social, environmental and retail definitions attached to this term. Other similar terms used are Environmental Marketing and Ecological Marketing.
  3. 3. tHe Four p’s oF Green MarketInG
  4. 4. PRODUCT • Identify customers‘ environmental needs and develop products to address these needs. • Products with environmentally responsible packaging. • Products with green labels, as long as they offer substantiation • Certified products, which meet or exceed environmentally responsible criteria.
  5. 5. PRICE • Pricing is a critical element of the marketing mix. • Most customers are prepared to pay a premium if there is a perception of additional product value. • Environmentally responsible products, however, are often less expensive when product life cycle costs are taken into consideration.
  6. 6. PLACE • The choice of where and when to make a product available has a significant impact on the customers being attracted. • The location must also be consistent with the image which a company wants to project. • The location must differentiate a company from its competitors.
  7. 7. PROMOTION • Promoting services to target markets includes paid advertising, public relations, sales promotions, direct marketing and on-site promotions. • The key to successful green marketing is credibility. • Never overstate environmental claims or establish unrealistic expectations, and communicate simply and through sources that people trust. • Smart green marketers will be able to reinforce environmental credibility by using sustainable marketing and communications tools and practices.
  8. 8. Government The Indian government has also done its mite in promoting green marketing and eco friendliness by way of banning plastic bags from daily use, helping its automotive industry to develop greener vehicles by supporting hybrid and electric vehicles (EVs), by investing in greener cars the Government of India is capitalizing on an underutilized segment and building an infrastructure that will generate economic growth and reduce emissions. The government took the initiative of promoting green buildings construction, usage of alternate sources of energy by companies. Governmental Bodies are forcing Firms to Become More Responsible. In most cases the government forces the firm to adopt policy which protects the interests of the consumers by reducing production of harmful goods or by products, Modify consumer and industry's use and/or consumption of harmful goods; or, Ensure that all types of consumers have the ability to evaluate the environmental composition of goods.
  9. 9. CHALLENGES IN GREEN MARKETING Need for Standardization It is found that only 5% of the marketing messages from “Green” campaigns are entirely true and there is a lack of standardization to authenticate these claims. There is no standardization currently in place to certify a product as organic. Unless some regulatory bodies are involved in providing the certifications there will not be any verifiable means. A standard quality control board needs to be in place for such labelling and licensing. New Concept Indian literate and urban consumer is getting more aware about the merits of Green products. But it is still a new concept for the masses. The consumer needs to be educated and made aware of the environmental threats. The new green movements need to reach the masses and that will take a lot of time and effort. By India's ayurvedic heritage, Indian consumers do appreciate the importance of using natural and herbal beauty products. Indian consumer is exposed to healthy living lifestyles such as yoga and natural food consumption. In those aspects the consumer is already aware and will be inclined to accept the green products.
  10. 10. Continued . . . Patience and Perseverance The investors and corporate need to view the environment as a major long-term investment opportunity, the marketers need to look at the long-term benefits from this new green movement. It will require a lot of patience and no immediate results. Since it is a new concept and idea, it will have its own acceptance period. Avoiding Green Myopia The first rule of green marketing is focusing on customer benefits i.e. the primary reason why consumers buy certain products in the first place. Do this right, and motivate consumers to switch brands or even pay a premium for the greener alternative. It is not going to help if a product is developed which is absolutely green in various aspects but does not pass the customer satisfaction criteria. This will lead to green myopia. Also if the green products are priced very high then again it will lose its market acceptability.
  11. 11. With Reference To India SOME CASES Interestingly, green marketing continues to be an issue of 5 global interest. In fact, Google Trends reports that, on a relative basis, more searches for “green marketing” originated from India than from any other country. Rank Country 1. India 2. UK 3. US 4. Thailand 5. Australia Many companies are adopting green for capturing market opportunity of green marketing EXAMPLE : Best Green IT Project: State Bank of India: Green IT@SBI By using eco and power friendly equipment in its 10,000 new ATMs, the banking giant has not only saved power costs and earned carbon credits, but also set the right example for others to follow.
  12. 12. The 2011, top 10 Green Brands in India are: 1. AMUL 2. Dabur India ltd. 3. Infosys 4. Taj Hotels 5. Britannia Industries ltd. 6. Suzlon India 7. Hindustan Unilever Ltd. 8. Wipro technologies 9. Maruti Udyog ltd. 10. Godrej Consumer Products
  13. 13. Green marketing in amar mahal The Amar Mahal Palace, which has now been converted into a Museum was built in the nineteenth century for Raja Amar Singh, a Dogra king by a French architect on the lines of a French Chateau. The palace was donated to the Hari-Tara charitable trust by Dr. Karan Singh for use as a museum.
  14. 14. The scenic background of the place enhances the beauty of this palace manifolds. The stunning sight of River Tawi flowing below and the Shivaliks in the north will surely make your heart skip a beat or two.
  15. 15. Amar mahal is surrounded by vast parks which depicts the greenery of the area.
  16. 16. The building is made of stone no paint is used that means no environment harmful material is their . when we had a visit their their we had a question what kind of material is used for renovation ?? All material used here is Eco Friendly. And what evr is waste if recyclable is recycled in best manner. (Guide ) Clean liness – From all pics it can be seen area all around always kept clean . Workers are always on their foots making sure they have clean sorrounding .
  17. 17. CONCLUSION Green marketing is not going to be an easy concept. Green marketing has to evolve since it is still at its infancy stage. Adoption of Green marketing may not be easy in the short run, but in the long run it will definitely have a positive impact... The rapid increase for the environment concern in last two decades is stressing the palace’s authorities to prove the change to ensure the sustainable growth of the society. Green marketing should not be considered as just one more approach to marketing, instead should be pursued with greater vigour as it has societal and environmental dimensions.

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