Green marketing involves promoting products and services based on their environmental benefits. It became prominent in the late 1980s as a way to minimize negative environmental impacts and satisfy consumer needs and wants. Green marketing aims to design, promote and sell products or services that satisfy human needs while preserving the environment. It is important because resources are limited but human wants are unlimited. Implementing green strategies like reducing waste and packaging can help firms appeal to environmentally conscious consumers while gaining a competitive advantage.

1. GREEN MARKETING
BY
P.GNANA SEKHAR REDDY
under the guidance of
Dr. J. V. Balasubramaniyan, MBA., Ph.D.,
Professor, Dept of M.B.A.

2. Introduction
Marketing of Environmentally safe Products
Minimize negative effects on the physical
Environment
Ecological concerns products

3. Definition
“ 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 “
Or
“The marketing of products that are presumed to be
environmentally safe”

4. History
The term Green Marketing came into
prominence in the late 1980s and early
1990s
"Ecological Marketing" in 1975

5. Power of Green Lies in Marketers’ Hands
Power to restore our environment
Power of green lies in the hands of marketers
Design and promote cleaner products

6. Why is Green Marketing Important?
Limited resources to satisfy world’s unlimited
wants
Looks at how marketing activities utilize these
limited resources, while satisfying consumers
wants, both of individuals and industry, as well
as achieving the selling organization's
objectives

7. Implementing Green Marketing
Strategies and Tactics
P’s Of Marketing Mix
• Product
• Pricing
• Promotion
• Placement

8. …the other ‘P’
• People
• Process
• Physical Evidence
• Packaging

9. 4s of Green Marketing
• Safety of product
• Satisfaction of customer
• Social acceptability of a product
• Sustainability of the product

10. Need of Green
Marketing
On our planet sources are limited and human
needs (wants) unlimited
green marketing is important for the firms to
utilize the limited resources satisfying the
consumer needs as well as achieving the
organization’s selling objectives

11. Reasons why firms are adopting Green
Marketing
 SOCIAL RESPONSIBILITY
 LAWS
 COMPETITION
 COST REDUCTION

12. Companies Using Green
Marketing
COCA-COLA
WALT DISNEY WORLD
MCDONALD’S
XEROX
CANON
PHILIPS

13. Problems with Green
Marketing
 Ensure that your activities are not misleading to
consumers or industry
 There is difficulty in establishing policies that will
address all environmental issues
 The environmentally responsible action of today
might be harmful in the future

14. Problems with Green Marketing
Reacting to competitive pressures can cause all
to make the same mistake as the leader.
To reduce costs or increase profits may not
force firms to address the important issue of
environmental degradation

15. Suggested Solution
Environmentally responsible organizations
should attempt to minimize their waste
Organization policy
Employee Awareness Program
Effective Communication
Constantly Refine The Product & Processes
Back Up From Top level

16. Benefits
Improved environmental quality &
customer satisfaction
Consumer value positioning
Efficiency and cost effectiveness
Health and safety
Gaining and retaining customers
Innovation in products and operations
Staff Development

18. Conclusion
 Green marketing covers more than a firm's marketing
claims.
 Firms have a great impact on the natural environment.
 Consumers lay too much responsibility on industry and
government.
 firms alone cannot lead the green marketing revolution.
 consumers and industrial buyers have ability to pressure
organizations to integrate environmental factor.

19. Reference
www.treehugger.com
www.ecomall.com
www.greenmarketingcorner.com
www.greenpeace.org
“Power of Green Lies in Marketers’
Hands”