1. Business and the Environment – 07 mars 2013 – Frédéric Benhaim
GREEN
MARKETING
NEWHOPESANDCHALLENGES
Can marketing really be
green?
AGNITRA GHOSH
DEPT- MBA 2014-2016

2. 1
WHAT IS GREEN MARKETING?
According to the American Marketing Association, green marketing is
the marketing of products that are presumed to be environmentally
safe.
 WHY firms are using GREEN
MARKETING?
• OPPORTUNITIES
• SOCIAL RESPONSIBILITY
• GOVERNMENTAL PRESSURE
• COMPETITIVE PRESSURE
• COST OR PROFIT ISSUES

3. • Steps to be taken for a better world
Adoptnewtechnology/processormodifyexisting
technology/processsoastoreduceenvironmentalimpact.
Establishamanagementandcontrolsystemthatwillleadto
theadherenceofstringentenvironmentalsafetynorms.
Usingmoreenvironment-friendlyrawmaterialsatthe
productionstageitself.
Explorepossibilitiesofrecyclingoftheusedproductssothatit
canbeusedtooffersimilarorotherbenefitswithlesswastage.
2

4. PATHS TO GREENNESS
• State Bank of India: Green IT@SBI
• Lead Free Paints from Kansai Nerolac
• Eco-friendly Rickshaws
• Wipro - Green It
• ITC’s dechlorination project
3

5. Hurdles of Green Marketing
Need for Standardization
New Concept
Patience and Perseverance
Avoiding Green Myopia
4

6. Conclusion
5
Be authentic
Don’t use green washing
Marketing can really
be green!
Educate your customers and give them an
opportunity to participate.

7. THANK
Y U
Lets hope for a better place to live...