2. What is Green Marketing..?
Green marketing is an emerging marketing
strategy that incorporates broad range of
activities like product modification, fair-trade
practices, adopting eco-friendly production
process ,modified advertising and packaging.
Requirements: Process compatible with the
Production
Environment
Compatible with company’s goals
Satisfy to find a balance between these
Need the customer’s need
requirements
3. Why Green Marketing..?
The growing awareness all over the world
regarding protection of the environment.
Consumers are becoming more concerned
about environmental friendly product
Manufacturers
have
recognized
environmental concerns as a source of
competitive
advantage.
and
have
developed products with a green image
Various regulations recently framed by the
government to protect consumers and the
society at large,led to the adoption of
Green marketing as a compulsion rather
than a choice. For example, the ban of
4. The Three R’s of Environmentalism
Reduce the amount of waste you produce.
Reuse old items; donate to the unfortunate,
repair if broken.
Recycle as much as possible; buy recycled
products to support recycling.
5. Green Products And Its
Characteristics
Products are originally grown.
Products those are recyclable, reusable and
biodegradable.
Products with natural ingredients.
Products contain recycled contents ,non-toxic
chemical.
Products contain under approved chemical.
Products do not harm or pollute the
environment.
Products that is not tasted on animals.
6. Challenges in Green Marketing
Need for standardization
New concept for customers
Patience and Preservation
Avoiding green Myopia
7. Benefits Of Green Marketing
It ensures sustained and long term growth
along with profitability
It saves money in the long run, though
initially the cost is more
It helps the companies market their
products and services keeping the
environment aspects in mind
8. Golden Rules of Green Marketing
Know your customer
Educating your customers
Being genuine & transparent
Reassure the buyer
Consider your pricing
Keeping consumer expectation in mind
always
9. The 2012, 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 ltd.
9. Maruti Udyog ltd.
10. Godrej Consumer Products
10. SBI Green banking programme
By using eco & power friendly equipment in its
10,000 new ATMs, SBI has not only saved power
costs and earned carbon credits, but also set the
right example fore others to follow.
SBI became the first Indian bank to harness wind
energy through a 15 megawatt wind farm
developed by Suzlon Energy.
11. Going Green: Tata's New Mantra
Tata Motors is setting up an eco-friendly
showroom using natural building material for
its flooring and energy efficient lights. The
Indian Hotels Company, which runs the Taj
chain, is in the process of creating Eco rooms
which will have energy efficient mini bars,
organic bed linen made from recycled paper.
And when it comes to illumination, the rooms
will have CFLs or LEDs.
12. Suzlon Energy
The world’s fourth largest wind-turbine maker
is among the greenest and best Indian
companies in India. Tulsi Tanti, the visionary
behind Suzlon, convinced the world that wind
is the energy of the future and built his factory
in Pondicherry to run entirely on wind power.
Suzlon’s corporate building is the most
energy-efficient building ever built in India.
13. Lead Free Paints From Kansai
Nerolac
Kansai Nerolac Paints Ltd., has always been
committed to the welfare of society and the
environment. Kansai Nerolac has worked on
removing hazardous heavy metals from their
paints. 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.
14. Wipro Green It.
Wipro Infotech is 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.
15.
16. What is green washing?
“Disinformation disseminated by an organization
so as to present an environmentally responsible
public image.”
“Green washing,” a term
derived from the term
“whitewashing”
16
17. Why green washing?
People are becoming more and more
aware of the dangers
People are looking for environmentally
friendly products
• Corporations turn
green washing to
make themselves
look more
environmentally
17
18. Green washing: what’s wrong?
• It is misleading.
• Change their
image
• Green washing could result in
consumer and regulator complacency
18
19. Green washing: firms’
examples
General Motors
Falsely promoted its cars
as environmentally
friendly.
Ads with GM SUV’s in
natural habitats as if
they were as natural as
the surrounding trees. 19
20. With the threat of global warming looming
large, it is extremely important that green
marketing becomes the norm rather than
an exception or just a fad.
Make the consumers understand the need
and benefits of green products as
compared to non-green ones.
Be authentic and don’t use green washing.
