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Green Marketing
- 1. GREEN MARKETING USHERING A NEW ERA OF INDUSTRIALISATION PRESENTED BY- SACHIN JAIN
- 2. INTRODUCTION • Rapid industrialization and technological advancements • Unprecedented growth in the field of science and technology • Irresponsible human activities have taken a toll on the environment of the earth • Resulted in global warming, dramatic climatic variations across the world and the melting of polar ice caps. • The present situation has made the marketers think and come up with a range of products that can satisfy customer needs while balancing the environmental issues. • This has resulted in the birth of a new kind of marketing called: GREEN MARKETING .
- 3. What is green marketing? • Green Marketing is the marketing of products that are presumed to be environmentally safe -American Marketing Association • Green marketing implies marketing products that benefit the environment -Oxford Dictionary of Business & Management • 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
- 4. EVOLUTION OF GREEN MARKETING • Phase I: "Ecological" Green Marketing:f ocus on reducing Environmental Problems & providing Remedies. • Phase II: "Environmental" Green Marketing : focus on innovations through Clean Technology. • Phase III "Sustainable" Green Marketing: Focus on preservation of Environment through Sustainable Development.
- 5. FACTORS INFLUENCING INDUSTRIES TO OPT FOR GREEN MARKETING • Social responsibility • Governmental pressure • Competitive pressure • Cost & Profit issues
- 6. BENEFITS OF GREEN MARKETING • Encourages the marketers to develop energy- efficient products • Encourages the concept of ‘Sustainability’ • Helps save money in the long run • Helps companies to develop innovative products • Gives them competitive advantage and favorable image among consumers. • The employees and consumers feel proud to be associated with an environmentally responsible company
- 7. CHALLENGES FACED BY GREEN MARKETERS • Misconception that green products or services cost more than conventional options • Lack of credibility or trust among consumers regarding green or sustainable product claims
- 8. SOME MAJOR GREEN MARKETING INITIATIVES • Global beverages major Coca Cola is planning to become water neutral by 2012. • Japanese automakers Honda and Toyota have both recently introduced environmentally-friendly models. • BMW (Spartanburg, USA) meets 65% of its electricity needs by processing Garbage from a nearby Dump. • GE introduced Diesel locomotives in 2005 that reduced emissions by 40% as compared to the locomotives made in the previous year. • HP computers has invested heavily in Recycling of Computers & related peripherals. • NOKIA has started a campaign to recycle mobile phones.
- 9. STRATEGIES TO INCORPORATE GREEN PRACTICES • Adopt new technology/process or modify existing technology/process so as to reduce adverse environmental impact. • Establish a management and control system to ensure adherence to stringent environmental safety norms. • Using more environment-friendly raw materials at the production stage itself. • Exploring possibilities of recycling of the used products.
- 10. CONCLUSION • In order to ensure continued existence of human race on this planet, the marketers as well as consumers will have to assume a more responsible attitude towards the natural forces that support life on earth. • It is time for manufacturers and marketers to become more responsible and accountable for their actions and devise ways to ensure sustainable growth. • The legacy of the current generation’s industrial activities should be to hand over a surviving and thriving Mother Earth rather than passing on a dying planet in the hands of our future generations. • The focus should be on giving back whatever we have taken away from this planet.
- 11. GO GREEN
Editor's Notes
- INTRODUCTION Incessantly increasing world population, rapid industrialization and technological advancements leading to innovative products are some of the salient features of the 21st century world. Last few decades have been a witness to unprecedented growth in the field of science and technology. But all the irresponsible human activities have taken a toll on the environment of the earth. The fragile ecological balance of Earth has been disturbed to an extent that has resulted in global warming, dramatic climatic variations across the world and the melting of polar ice caps. The present situation has made the marketers think and come up with a range of products that can satisfy customer needs while balancing the environmental issues. This has resulted in the birth of a new kind of marketing called Green marketing.
- GREEN MARKETING DEFINED According to the American Marketing Association, “Green Marketing is the marketing of products that are presumed to be environmentally safe”. According to Oxford Dictionary of Business & Management, “Green marketing implies marketing products that benefit the environment”. 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. [
- EVOLUTION OF GREEN MARKETING First phase: "Ecological" green marketing Second phase: "Environmental" green marketing Third phase was "Sustainable" green marketing
- FACTORS INFLUENCING INDUSTRIES TO OPT FOR GREEN MARKETING Social responsibility Governmental pressure Competitive pressure Cost or profit issues
- BENEFITS OF GREEN MARKETING encourages the marketers to develop energy-efficient products encourages the concept of ‘Sustainability’ green products helps save money in the long run as they are energy efficient and have low maintenance costs. helps companies to develop innovative products and tap new markets. It also gives them competitive advantage and favourable image among consumers. The employees and consumers feel proud to be associated with an environmentally responsible company.
- CHALLENGES FACED BY GREEN MARKETERS the misconception that green products or services cost more than conventional options lack of credibility or trust among consumers regarding green or sustainable product claims
- SOME MAJOR GREEN MARKETING INITIATIVES Global beverages major Coca Cola is planning to become water neutral by 2012. Japanese automakers Honda and Toyota have both recently introduced environmentally-friendly models.
- STRATEGIES TO INCORPORATE GREEN PRACTICES Adopting new technology/process or modify existing technology/process so as to reduce adverse environmental impact. Establishing a management and control system to ensure adherence to stringent environmental safety norms. Using more environment-friendly raw materials at the production stage itself. Exploring possibilities of recycling of the used products.
- CONCLUSION In order to ensure continued existence of human race on this planet, the marketers as well as consumers will have to assume a more responsible attitude towards the natural forces that support life on earth. It is time for manufacturers and marketers to become more responsible and accountable for their actions and devise ways to ensure sustainable growth. The legacy of the current generation’s industrial activities should be to hand over a surviving and thriving Mother Earth rather than passing on a dying planet in the hands of our future generations. The focus should be on giving back whatever we have taken away from this planet.