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Green Marketing
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- 2. CONTENTS Introduction GreenMarketing History Characteristics of Green Products Objectives Uses of Green Marketing Rules of Green Marketing Green Washing Green Myopia Green Brands Green Marketing Mix R’s of Green Marketing Green Marketing Strategy Green Marketing in Different Sectors Why Green Marketing Challenges CSR Current State Conclusion
- 4. INTRODUCTION Modern Marketinghas created a lot of problems Departmental stores, speciality stores and shopping malls are flooded with useful as well as useless products Green marketing is a marketing philosophy that promotes production and selling of pure products with protection of ecological balance It raises the voice against the production and consumption of harmful products
- 5. WHAT IS GREENMARKETING ? Selling products and services based on their environmental benefits Produced and packaged in an environmental friendly way Phosphate Free, Recyclable, Refillable, Ozone Friendly, and Environmental Friendly.
- 6. HISTORY Came intoprominence in the late 1980s and early 1990s Three phases Ecological Green Marketing Environmental Green Marketing Sustainable Green Marketing
- 7. CHARACTERISTICS OF GREEN PRODUCTSProducts which don’t harm or pollute the environment Products are originally grown Products those are recyclable, reusable and biodegradable Products with natural ingredients Products contain recycled contents Products that are not tested on animals
- 8. OBJECTIVES To identifythe customers To create awareness about the green marketing process To educate the customers To avoid the wastage of resources To utilize maximum resources To generate a good image regarding a brand
- 9. USES OF GREEN MARKETINGAccess the new markets to increase the profit sustainability Competitive advantage Effective products and innovative production process Educate the customers and create awareness
- 10. RULES OF GREENMARKETING Focus on customer need Try to educate customers Green Marketing Ads are not easy to make The best way to convince the customer is to offer proof The price should meet the customer expectations
- 11. Green Washing “GreenWashing” is in an environmental context. When a company or organization spends more time and money claiming to be “green” through advertising and marketing than actually implementing business practices that minimize environmental impact.
- 12. Why Green Washing? People are becoming more and more aware of the dangers. People are looking for environmental friendly products. Corporations turn green washing to make themselves look more environmentally friendly. Examples of Green Washing Mc Donald changed the colour of their logos from yellow to green.
- 13. Green Myopia Misjudgingeither or emphasising the former at the expense of the latter can be defined as Green Myopia Examples Kodak film Camera: Fall prey into green myopia Sony digital camera invaded the market which was a roaring success.
- 14. Green Brands Greenbrands are those brands that consumers associate with environmental conservation and sustainable business practices. A green brand can add a unique selling point to a product and can boost corporate image. However, if a company is found or perceived to overstate its green practices its green brand may be criticised as green wash. Top Green Brands Dell Panasonic Amul Infosys Taj Hotels Suzlon India Wipro SBT Whirlpool
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- 16. Green Product Mix Designing products that are energy sufficient and saving. Ensuring reduced or negligible environmental harmful effects on nature at the same time meeting the need of the customer. Examples Nike green shoes
- 17. Green Price Mix Green pricing done to be in a very strategic manner. Customers will be willing to pay a little more only if they are able to reap extra benefits from the product. Considering the factors such as people and profit in terms of cost incurred and benefit obtained. Examples Smart grid initiative by IBM
- 18. Green Promotion Mix Green promotion involves configuring the tools of production advertising , websites, media etc Green marketer can attract the customers on the basis of the performance , money savings health and eco friendliness so as to target a wide range of green consumers. Examples British petroleum
- 19. Green Place Mix Place doesn’t refers Stationary Location Green marketing involves taking a considerable steps towards better eco friendly . Supply chains Transportation Channels Warehousing Examples Wall-mart green supply
- 20. Three R’ sof Green Marketing Reduce RecycleReuse
- 21. Green Marketing Strategy Product differentiation Value positioning of consumer Designing of bio – grading packaging Product strategy of green marketing
- 22. Green Marketing inDifferent Sectors Educational Sector Electronics Sector Retail Sector - Products and Services
- 23. Examples of GreenMarketing In India Digital Tickets by Indian Railways No Polythene carry bags Green IT Project: State Bank of India Wipro's Green Machines
- 24. Why Should FirmsUse Green Marketing? • An opportunity that can be used to achieve objectives. • Moral obligation to be more socially responsible • Governmental bodies are forcing firms to become more responsible • Competitors pressurize firms to change their environmental marketing activities • Cost factors associated with waste disposal or reductions in material usage
- 25. Challenges Various challengeshinder the country to realize and apply the green marketing concept successfully. Biggest challenge faced in India- Consumers are price sensitive. Belief that these are merely selling tactics adopted by companies. Green washing-This again makes consumer averse of buying green products as they are not able to differentiate between the real and the fake claims
- 27. Corporate Social Responsibility Many firms are beginning to realize that they are members of the wider community and therefore must behave in an environmentally responsible fashion. This results in environmental issues being integrated into the firm's corporate culture. Organizations like the Body Shop heavily promote the fact that they are environmentally responsible. Britain based HSBC became the world's first bank to go carbon neutral late last year.
- 28. EASY WAYS YOURBUSINESS CAN GO GREEN Turning off equipment when it's not being used. Turning off the computers at the end of the day. Encouraging communications by email, and reading email messages onscreen. Producing double-sided documents whenever possible. Not leaving taps dripping; always close them tightly after use. Finding a supply of paper with maximum available recycled content.
- 29. KEYS TO SUCCESSFULGREEN MARKETING Be genuine Doing what you claim to be doing in your green marketing campaign Business policies are consistent with whatever you are doing that's environmentally friendly. Educating your customers -letting them know why Letting the customer take part in positive environmental action.
- 30. CURRENT STATE Differentin different parts of the world. According to a survey conducted by Cone Communications Green Trend Tracker in USA, 71% of Americans consider the environment, while buying products. Consumers in India are now more aware of the need to buy green products. Growing demand for environment- friendly products especially in the FMCG sector.
- 31. CONCLUSION Ultimately itis consumers who demand goods, and thus create environmental problems. Consumers may be looking to lay too much responsibility on industry and government. Ultimately green marketing requires that consumers want a cleaner environment and are willing to "pay" for it. Pressure suppliers to behave in a more environmentally "responsible" fashion. Final consumers and industrial buyers also have the ability to pressure organizations to integrate the environment into their corporate culture.