This document discusses green marketing and provides examples. It defines green marketing as marketing products that are environmentally friendly according to the American Marketing Association. Green marketing incorporates product modifications, changes to production processes and packaging, and modifying advertising to be more environmentally sustainable. The document then provides reasons for green marketing like growing environmental awareness, regulations, and competitive advantages. It also lists the 3 R's of environmentalism and provides examples of green marketing strategies from different industries like electronics, education, retail, and more. Finally, it outlines benefits of green marketing like sustained long term growth and profitability.

1. PRESTIGE INSTITUTE OF MANAGEMENT AND RESEARCH
GREEN MARKETING
SUBMITTED TO :
PROF RAVI KUMAR
SUBMITTED BY :
SARVESH MANDORIYA
RUPAL ROCHWANI
MUNENDRA
ARPITA KHARE

4. According to the (AMA) American
Marketing Association, green marketing
is the marketing of products that are
presumed to be environmentally safe.
Thus green marketing incorporates a
broad range of activities, including
product modification, changes to the
production process, packaging changes,
as well as modifying advertising.
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.
What
Is
Green
Marketing

5. 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 plastic bags in
many parts of the country

6. 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.

7. Green marketing: examples
Following the 4P’s
Marketing tool

9. Green marketing: examples
Innovation and eco-concept
A small hybrid concept car
Toyota FT-CH.

10. Green marketing: examples

11. Green marketing: examples
 Tescobelievesthatretailerscanplaya
positiveroleintacklingclimatechange
 Leadthewaybydramaticallyreducing
itsowncarbonfootprint.
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12. Green marketing: examples
Tom : Project Holiday (2008)
 Tompromoteditsproject«holiday
campaign»tosell30000pairsof
shoes
 Theywouldgivethesamenumber
tokidsinEthopia
Unprecedentedawarenessfor
theircausewithoutpaidmedia.
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13. FINANCIAL SERVICES:
•Use of electronic printing media
•Use of technology to cut short the usage of
paper
•High accessibility rate to reduce the mile
coverage by the users and the executives
•Use of air conditioners with high star-rating
and CFL lighting to reduce power
consumption
•Green planting spread within the working
space
What to do ?

14. EDUCATIONALINSTITUTIONS:
•Use of electronic media to avoid paper
and other stationary
•Make students participate in social
welfare activities
•Maintain greenery in the campus
•Discourage the use of personal vehicles
•Use power efficient equipment

15. RETAILSERVICES:
• Discourage plastic bags
• Wax paper printing
• Online trading
• Help raise funds for needy
• Moderate lighting
• Spread maximum products
• Promote green products

16. 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

17. The2016, top10 GreenBrandsinIndiaare

18. LG: LG India has been a pioneer is making electronic gadgets
that are eco-friendly.
Recently, it has launched a LED E60 and E90 series monitor for
the Indian market.
Its USP is that it consumes 40% less energy than conventional
LED monitors.
Also, they hardly used halogen or mercury,
trying to keep down the use of hazardous materials in their
products.

19. HCL: HCL is another brand that is trying
to introduce eco- friendly products in
the market and it has recently launched
the HCL ME 40 notebooks. These
notebooks do not use any polyvinyl
chloride (PVC) material or other harmful
chemicals and the Bureau of Energy
Efficiency already given it a five star
rating.

20. Haier: Eco branding is a part of
Haier’s new green initiative and
they have launched the Eco Life
Series. They have semi automatic
and automatic refrigerators and
washing machines, split and
window air conditioners and a lot
more.

21. Samsung: Samsung India has
always had a roaring range of
LED TV screens and now they
have come up with eco-
friendly LED backlight. They
use 40% less electricity have
also no harmful chemicals like
mercury and lead.

22. Tata Consultancy Services: TCS
has a globally recognized
Sustainability practice and has
already topped the
Newsweek’s top World’s
Greenest Company title. It also
has a global green score of
80.4% and this has mainly
happened due their initiative
of creating technology for
agricultural and community
benefits.

23. Oil and Natural Gas
Company: ONGC, India’s
largest oil producer is all set
to change the way with the
invention of green
crematoriums, that would
serve as a perfect
replacement for the funeral
pyres that emit so much
smoke and uses up excess
oxygen.

24. IndusInd Bank: One of the
first banks in India to
discourage the use of
paper for the counterfoils
in ATMs, and sending
electronic messages, it has
contributed a lot towards
saving paper and reducing
deforestation

25. ITC: ITC has adopted a Low
Carbon Growth Path and a
Cleaner Environment
Approach and has already
introduced ozone treated
elemental chlorine free
bleaching technology that
has improved the lives of
millions worldwide

26. Wipro: Wipro, has not only
helped in the creation of
technology that helps in
saving energy and
preventing wastes, but its
corporate headquarters in
Pune is the most eco
friendly building in this
sector all over India.

27. MRF Tyres: MRF has
launched the ZSLK series
and this is all about
creating eco- friendly
tubeless tyres made from
unique silica- based
rubber and also offers
extra fuel efficiency to
those who drive their
vehicles

28. 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

29. THANK YOU

30. Path Manavta ka