This document discusses green marketing. It begins by defining green marketing as marketing of products based on their environmental benefits, including product modification, changes to production processes and packaging, and modifying advertising. It then covers the evolution and history of green marketing. The rest of the document discusses the reasons for green marketing, the green marketing mix, challenges, cases studies of Indian companies practicing green marketing, and concludes by emphasizing the importance of green marketing for social, economic and ethical reasons.

1. GREEN MARKETING
FACULTY OF MANAGEMENT STUDIES
MOHANLAL SUKHADIA UNIVERSITY, UDAIPUR
PRESENTED BY: CHALLENGERS
AASTHA VAISHNAV (ROLL
No. 01)
HRITVIK SONI (ROLL
No. 19)
KRISHNA BHOSLE (ROLL
No. 26)
KRITI JAIN (ROLL
No. 27)
PRESENTED TO:
MR. MAYANK
CHOUBISA
DATE:26-11-2018
DAY: MONDAY

2. GREEN
MARKETING
“Go green so there will be a tomorrow”

3. CONTENTS
 WHAT IS GREEN MARKETING?
 WHY GREEN MARKETING?
 GREEN MARKETING MIX
 GOLDEN RULES OF GREEN
MARKETING
 CHALLENGES IN GREEN
MARKETING
 GREEN MARKETING IN INDIA
 CASES
 CONCLUSIONThink green.
3

4. 4ADD A FOOTER
• Marketing of products / or services based on their
environmental benefits.
Incorporates a broad range of activities:
• Product modification
• Changes to the production process
• Packaging changes
• Modifying advertising.
• Green Marketing is the marketing of products that are
presumed to be environmentally safe. Green Marketing is
also known as Environmental Marketing and Ecological
Marketing.
WHAT IS GREEN MARKETING?

5. 5ADD A FOOTER
• The term Green Marketing came into prominence in the
late 1980s and early 1990s.
• The American Marketing Association (AMA) held the
first workshop on Ecological Marketing in 1975.
• The proceedings of this workshop resulted in one of the
first books on green marketing entitled "Ecological
Marketing
HISTORY

6. 6ADD A FOOTER
EVOLUTION OF GREEN MARKETING
Ecological
green
marketing
Environmental
green
marketing
Sustainable
green
marketing

7. 7Welcome to the green team.
Satisfy human needs
 Opportunity for growth
 Social Responsibility
 Government Pressure
 Cost Reduction
WHY GREEN MARKETING?

8. 8
• Green marketing helps to produce eco-friendly products.
• Green products focuses on wastage minimization and
proper resources planning.
• Green marketing helps in sustainability of environment
• Green marketing is also contributing for reduction of
various green house gases in the environment.
FEATURE OF GREEN MARKETING

9. 9Go green or go home.
• Product : Eco friendly product should protect
ecofriendly environment. A producer should offer
ecological products which not harm the environment
but should protect it.
• Price :Price for such product are little higher as
compared to other products.
• Place : Main focus is on ecological packaging. Green
products should be marketed to local as well as
national markets.
FOUR P’s OF GREEN MARKETING
MIX

10. 10Break the green barrier in your life
• Promotion : A communication with the market should
put stress on environment aspects and
promotion of the products should also be done in a
greener way.

11. 11Make green your favorite color
• Reduce : Reducing the amount of waste you
produce is the best way to help the environment.
• Reuse : Reusing your old things for a little
longer can play a major role in reducing lot of
waste in your surrounding
• Recycle: Recycling is one of those R’s that has
caught the maximum attention of all age groups. As
much as possible; buy recycled product to support
recycling.
THREE R’S OF ENVIRONMENT

12. 12
Keep Calm and just Go Green!
• Know your Customer
• Empower Consumer
• Be Transparent
• Reassure the buyer
• Consider your Pricing
• Give your customer an opportunity to participate
GOLDEN RULES FOR GREEN
MARKETING

13. 13Reduce your footprint and go green
Recycled Paper
 LED Bulb
 Reusable shopping Bags
 Cloths made from recycled fabric
 Recycled Aluminum foil
 Compostable party plates
 Ballpoint pens made from recycled water bottles
GREEN PRODUCT

14. 14Don't be mean, just go green.
ADVANTAGE OF GREEN
MARKETING
• You can promote for the better to customer
• Premium Pricing
• Earn eco-friendly incentive & rebates
• Improve your brand image
• Increase sales
• Profit sustainability
• Access to new market

15. 15Live green to save more green
• Organizations are Perceive Environmental marketing as an
Opportunity to achieve its objectives.
• Firms have realized that consumers prefer products that do not
harm the natural environment as also the human health.
• Governmental Bodies are forcing Firms to become more
responsible in following ways:
Reduce the production of harmful goods
Modify consumer and industry's use and /or
consumption of harmful goods;
GREEN MARKETING IN INDIA

16. 16Being Green is Sexy
• CASE I
COMPANY NAME: State Bank of India
Initiative: 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.
SBI is also entered into green service known as “Green Channel
Counter”.
CASE STUDY ANALYSIS

17. 17Keep it GREEN, Keep it CLEAN!!
• CASE II
COMPANY NAME: KANSAI NEROLAC
Initiative: Lead Free Paints
Kansai Nerolac has worked on removing hazardous heavy
metals from their paints. The hazardous heavy metals like lead,
mercury, chromium, arsenic and antimony 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.
CASE STUDY ANALYSIS

18. 18There is no life without Green
• CASE lll
COMPANY NAME: Wipro Info Tech.
Initiative: Wipro's Green Machines (In India Only)
• Wipro InfoTech was India's first company to launch environment
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) compliant thus reducing e-waste in the
environment.
CASE STUDY ANALYSIS

19. 19Think Green & Live green
• New concept
• Need of standardization
• Avoiding green myopia
• Patience
• Cost
• Awareness
CHALLENGS OF GREEN MARKETING

20. 20Keep It Green
SUGGESTIONS
• Environmentally responsible organization should
attempt to minimize their waste
• Green products should be priced according to its quality
• Green product quality should be better than standard
products
• Employees awareness program about green marketing

21. 21ADD A FOOTER
• Green marketing is a part of marketing which is very
important from the social, economical & ethical point of
view as it has motive of spreading awareness among
people about environmental issues
• This helps to maintain the environment clean & green
by producing eco-friendly products
• The marketers of green products need to be more
innovative & dynamic to compete with the changing
purchase behaviour among customers
• Also create awareness among public to save the world
CONCLUSION

22. © Ishwar