green marketing is a new dimension and society, businessman, government everybody needs to focus on it.

1. a new dimension…..
PRESENTED BY:-
Priyanka Arora
Manav Rachna
University, Faridabad,
Haryana

2. Emergence of concept of Green Marketing
• GREEN MARKETING has emerged as an important concept
in India as in other parts of developing and developed
countries .
• The evolution of green marketing has three phases.
• First phase was termed as "Ecological" green marketing,
and during this period all marketing activities were concerned
to help environment problems and provide remedies for
environmental problems
• . Second phase was "Environmental" green marketing and
the focus shifted on clean technology that involved designing
of innovative new products
• . Third phase was "Sustainable" green marketing. It came
into prominence in the late 1990s and early 2000.

3. Meaning of Green Marketing
• GREEN MARKETING can be defined as “ALL
ACTIVITIES DESIGNED TO GENERATE AND
FACILITATE ANY EXCHANGE INTENDED TO
SATISFY HUMAN NEEDS AND IT OCCURS WITH
MINIMAL DAMAGE TO NATURAL
ENVIRONMENT.”
• It incorporates a broad range of activities , including
product modification , changes to production
process, packaging changes ,as well as modifying
advertising.

4. Need of Green Marketing?
• As resources are limited and human wants are unlimited, it is
important for the marketers to utilize the resources efficiently
without waste as well as to achieve the organization's
objective. So green marketing is inevitable.
• There is growing interest among the consumers all over the
world regarding protection of environment. Worldwide
evidence indicates people are concerned about the
environment and are changing their behavior. As a result of
this, green marketing has emerged which speaks for growing
market for sustainable products .

5. Opportunity in India
According to a survey done in 2005 :-
• 58% of consumers try to save electricity at home
• 46% recycled newspapers,45% of them return bottles or cans and
• 23% buy products made from environment friendly products and,
• 25% used products packaged in recycled materials
So it is clear that some consumers already demonstrate green
sentiments in their habits and purchasing behaviour .understanding the
target consumer will help marketers to know whether ”greenness” is an
appropriate selling attribute or not

6. GREEN PRODUCTS
• Products that are manufactured through green technology
and that caused no environmental hazards are called
GREEN PRODUCTS
GREEN PRODUCTS may be defined by
1. Products that are originally grown
2. Products those are recyclable, reusable and biodegradable
3. Products with natural ingredients
4. Products containing non toxic chemicals and contents under
specified limits

7. GREEN PRODUCTS
Contd.
5. products that do not harm or pollute the environment
6. products that will not be tested on animals
7. products that have eco friendly packaging
GREEN PRODUCTS are typically durable .Green based
product strategies comprises of combination of designing
products that are repairable ,using sustainable source of raw
materials and making products that are safer to use.

8. Challenges Ahead
• Green products require renewable and recyclable material,
which is costly
• Requires a technology, which requires huge investment in R
& D
• Water treatment technology, which is too costly
• Majority of the people are not aware of green products and
their uses
• Majority of the consumers are not willing to pay a premium
for green products

9. GREEN PRICE
• Many consumers assume that green products are often
priced higher than conventional products.
• Green pricing takes into consideration the people ,the planet
and profit in a way that takes care of the health of employees
and communities and ensures higher productivity .
• The retail shops like big bazzar ,reliance mart started
charging consumers when they opted for plastic bags and
encourage eco friendly bags.

10. GREEN PLACE
GREEN PLACE is about managing logistics to cut down on
transportation emissions , thereby in effect aiming at
reducing the carbon footprints .
For ex. Instead of marketing an imported mango juice in
India it can be licensed for local production . This avoids
shipping of product from far away thus reducing shipping
cost and more importantly the consequent carbon emission
by the ships and other modes of transport.

11. GREEN PROMOTIONS
• GREEN PROMOTION helps consumers to overcome the
“greatest environmental hazards” that is the lack of
information. OTTMAN (1997) suggested several promotional
strategies i.e companies should:-
• Educate consumers on environmental problems that a green
product solves
• Provides performance reassurance of green based products
as consumers perceive them to be inferior to conventional
products.

12. COMPANIES INVOLVED IN GREEN
ENVIRONMENT
1. TATA GROUP OF COMPANIES
One of the most interesting innovations has come in the
form of a biogas-based power plant at Taj Green Cove in
Kovalam, which uses the waste generated at the hotel
to meet its cooking requirements. Tata Power has said that
of the total power it would generate in the next 10 years,
25% would be from renewable energy sources.

13. KFC’S NEW GREEN RESTRAUNT
The latest store was built using elements that follow the
Leadership in Energy and Environmental Design (LEED)
certification process created by the U.S. Green building
council.
“This new KFC Green restraunt is part of E3 initiative ,which
looks at Economically responsible ways of saving Energy and
being ENVIRONMENTALLY AWARE.

14. WIPRO’S GREEN MACHINES (IN INDIA
ONLY)
• WIPRO INFOTECH was India’s first company to launch
environmental friendly computer peripherals.
• For the Indian market , WIPRO has launched a new range
of desktops and laptops called WIPRO GREENWARE.
• These products are RoHS (RESTRICTION OF
HAZARDOUS SUBSTANCES) complaint thus reducing E-
waste in the environment.

15. OIL AND NATURAL GAS COMPANY(ONGC)
• India’s largest oil producer, ONGC ,is all set to lead the list of
top 10 green Indian companies with energy-efficient,
green crematoriums that will soon replace the traditional
wooden pyre across the country.
• ONGC’s Mokshada green cremation initiative will save 60%
to 70% of wood and a fourth of the burning time per
cremation.

16. LEAD FREE PAINTS FROM KANSAI
NEROLAC
• Kansai Nerolac has worked on removing hazardous heavy
metals from their paints. The hazardous heavy metals like
lead, mercury, chromium, arsenic etc. can have adverse
effects on humans.
• Lead in paints especially poses danger to human health
where it can cause damage to Central Nervous System ,
kidney and reproductive system.
• Children are more prone to lead poisoning leading to lower
intelligence levels and memory loss.

17. Conclusion
• GREEN MARKETING is a relatively quite recent
phenomenon and it is increasing awareness among
consumers
• Environmental issues are given more importance these
days. It aimed at transforming consumer minds and their
perceptions towards environment.
• Green marketing should not neglect the economic aspect
of marketing.
• More and more companies need to emerge and also
facilitate to the environment.

18. Thanks……………
• Thanks….. Green Code
• G eneralisz with care
• R emeber
• E xplore
• E nsure
• N eutrality is
important