This document discusses green marketing. It defines green marketing as marketing of products that are environmentally friendly according to the American Marketing Association. It discusses why companies adopt green marketing strategies due to regulations, consumer demand, and competitive advantages. The document outlines the marketing mix considerations for green products and discusses challenges in green marketing around costs and consumer awareness. Top green brands in India are identified like Amul, Dabur, and Infosys. Examples of green initiatives by companies like SBI, Suzlon Energy, Wipro, and Kansai Nerolac are provided.

1. GREEN
MARKETING

2. Presented by:
 Prasana savarimuthu (47)
 Shrider nadar(37)
 Ramdas nadar(36)
 Pravin nadar(35)
 Mahesh pandey (42)
 Jay (64)

3. WHAT IS GREEN MARKETING?
 According to the American Marketing
Association
 Green marketing is the marketing of products
that are presumed to be environmentally safe.

4. WHAT IS GREEN MARKETING?
Polonsky (1994) defines green marketing
 As 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

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. EVOLUTION OF GREEN
MARKETING
 According to Peattie (2001), the evolution of
green marketing has three phases:
 Ecological" green marketing,
 "Environmental" green marketing
 "Sustainable" green marketing

7. 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.
 Products that have eco-friendly packaging i.e reusable,
refillable containers etc.

8. ADOPTION OF GREEN
MARKETING
Mainly five reasons are identified for which a marketer
can go for adoption of green marketing.These are –
 Opportunities or competitive advantage.
 Corporate social responsibilities (CSR).
 Government pressure
 Competitive pressure.
 Cost or profit issues.

9. GREEN MARKETING PROCESS
External Green P’s
Paying customers
Providers
Politicians
Pressure groups
Problems
Predictions
Partners
Internal Green P’s
Products
Promotion
Price
Place
Providing information
Processes
Policies
Green
Marketing
The Ss of Green Success
Satisfaction – of stakeholder needs
Safety – of products and processes
Social acceptability – of the
company
Sustainability – of its activities

10. 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.

11. MARKETING MIX OF GREEN
MARKETING
There are 4Ps of marketing mix . They are as
follows:
 Product:
Its all about producing products which are Eco-friendly
.
 Price:
 Value can be added to the product by changing its
appearance, functionality and through
customization.

12.  Place :
Green place is about managing logistics to cut
down on transportation emissions.
PROMOTION:
 Green promotion involves configuring the
tools of promotion, such as advertising,
marketing materials, signage, white papers,
web sites, videos and presentations by
keeping people, planet and profits in mind.

13. Advantages 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

14. Challenges Ahead in Green Marketing
 Green products require renewable and recyclable
material, which is costly.
 Requires a technology, which requires huge
investment in R & D.
 Water treatment technology, which is too costly.
 Majority of the people are not aware of green
products and their uses.
 Majority of the consumers are not willing to pay a
premium for green products.
 Green marketing should not neglect the economic
aspect of marketing. Marketers need to understand
the implications of green marketing.

15. GOLDEN RULES OF GREEN
MARKETING
 KNOW YOU'RE CUSTOMER
EDUCATING YOUR CUSTOMERS
BEING GENUINE & TRANSPARENT
REASSURE THE BUYER
CONSIDER YOUR PRICING
GIVING YOUR CUSTOMERS AN
OPPORTUNITY TO PARTICIPATE
THUS LEADING BRANDS SHOULD
RECOGNIZE THAT CONSUMER
EXPECTATIONS HAVE CHANGED

16. Requirement
 The production process is compatible with ecosystem
 It is compatible with goals of the company
 It satisfies the consumers

17. 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

18.  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.

19. 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.

20. 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.

21. 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.