This document defines green marketing as marketing products or services based on their environmental benefits. It discusses why companies engage in green marketing, including opportunities, social responsibility, government pressure, and costs. It provides examples of green aspects in various services like financial, transportation, medical, education, and retail services. The benefits of green marketing include access to new markets and competitive advantage. The green marketing mix of product, price, place, and promotion is explained. Strategies, challenges, and conclusions of green marketing are also outlined.

1. Presented by:-
Nand kishor

2. CONTENT
• Definition
• Introduction
• Why Green Marketing
• Green Aspects in Services
• Benefits Of Green Marketing
• Green Marketing Mix
• Strategies
• Challenge Ahead
• Conclusion
• Strategies

3. DEFINITION
• Marketing of products /or services based on
their environmental benefits.
• Incorporates a broad range of
activities
• product modification
• changes to the production process
• packaging changes
• modifying advertising

4. INTRODUCTION
• "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."

5. WHY GREEN MARKETING
• Opportunities or competitive advantage.
• Corporate social responsibilities (CSR).
• Government pressure.
• Competitive pressure.
• Cost or profit issues.

6. GREEN ASPECTS IN SERVICES
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

7. TRANSPORTATION
SERVICES:
• Wide spread public transport
system
• Heavy investment to avoid use
of diesel
• Using recyclable products
• Electric vehicles for rent

8. MEDICAL SERVICES:
• Donation camps
• Rural areas visits
• Free check-up
• Free medication
• Integration of all services
under one roof
• Paper covers instead of plastic

9. EDUCATIONAL
INSTITUTIONS:
• 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

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

11. Benefits of
Green Marketing
• Companies that develop new and improved
products and services with environment
inputs in mind give themselves access to new
markets, increase their profit
sustainability, and
enjoy a competitive advantage over the
companies which are not concerned for the
environment.

12. Green Marketing Mix
Four P’s
Product Price Place Promotion
The ecological
objectives in
planning products
are to reduce
resource
consumption and
pollution and to
increase
conservation of
scarce resources.
Price is a critical and important
factor of green marketing mix.
Most consumers will only be
prepared to pay additional value
if there is a perception of extra
product value. This value may be
improved performance,
function, design, visual appeal,
or taste. Green marketing
should take all these facts into
consideration while charging a
premium price.
The choice of
where and when to
make a product
available will have
significant impact
on the customers.
Very few customers
will go out of their
way to buy green
products.
Ads that address a relationshi
between a product/service
and the biophysical
environment.
Those that promote a green
lifestyle by highlighting a
product or service.
Ads that present a corporate
image of environmental
responsibility.

13. STRATEGIES
• Marketing Audit (including internal and
external situation analysis).
• Develop a marketing plan outlining strategies
with regard to 4 P's.
• Implement marketing strategies.
• Plan results evaluation.

14. CHALLENGES AHEAD
• 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.

15. CONCLUSION
• Green marketing should not neglect the
economic aspect of marketing.
• Green marketing is still in its infancy and a lot
of research is to be done on green marketing
to fully explore its potential.

16. SUGGESTIONS
• Improve awareness about green products and
there effectiveness.
• Green products should be priced according to
it’s quality.
• There should not be more price difference
between standard product and green product.
• Green product’s quality should be better than
standard products.