The document discusses green marketing, which incorporates product modifications, fair trade practices, and eco-friendly production and packaging to protect the environment. Green marketing has become more important due to growing environmental awareness, regulations, and its potential for competitive advantage. Characteristics of green products include being naturally grown, recyclable, reusable, biodegradable, and containing recycled or approved non-toxic contents. The document also highlights examples of green marketing strategies and products from companies like Philips, Tata Motors, Suzlon Energy, and others.

1. GREEN
MARKETING
Rohit Raina
MBA-2nd Semester
0613-MBA-2013

2. What is Green Marketing?
 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.

3. Requirements:
 Production Process compatible with the
Environment
 Compatible with company’s goals
 Satisfy the customer’s need.

4. Why Green Marketing?
 The growing awareness all over the world
regarding protection of the environment.
 Manufacturers have recognized
environmental concerns as a source of
competitive advantage.
 Various regulations recently framed by
the government to protect consumers
and the society at large,led to the
adoption of Green marketing.

5. The Three R’s of
Environmentalism

6. Characteristics of green
products :
 Products are naturally grown.
 Recyclable, reusable and biodegradable.
 Products containing recycled contents ,non-toxic
chemical.
 Products contain approved chemicals.
 Products do not harm or pollute the
environment.
 Products that are not tested on animals.
 Products that have eco-friendly packaging i.e
reusable ,refillable containers etc.

7. Challenges in Green Marketing
 Need for standardization
 New concept for customers
 Patience and Preservation
 Avoiding green Myopia

8. 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.

9. Phillips's "Marathon" CFL
lightbulb
 Philips Lighting's first shot at marketing a
standalone compact fluorescent
light (CFL) bulb was Earth Light. The
product had difficulty climbing out of its
deep green niche. The company re-launched
the product as "Marathon,"
underscoring its new "super long life"
positioning and promise of saving $26 in
energy costs over its five-year lifetime.

10. Car sharing services
 Car-sharing services address the longer-term
solutions to consumer needs for
better fuel savings and fewer traffic tie-ups
and parking nightmares, to
complement the environmental benefit of
more open space and reduction
of greenhouse gases.

11. Going Green: Tata's New
Mantra
 Tata Motors is setting up an eco-friendly
showroom using natural building material
for its flooring and energy efficient lights.
 The Indian Hotels Company, which runs
the Taj chain, is in the process of creating
Eco rooms which will have energy
efficient mini bars, organic bed linen
made from recycled paper. And when it
comes to illumination, the rooms will have
CFLs or LEDs.

12. 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 Puducherry to run
entirely on wind power. Suzlon’s
corporate building is the most energy-efficient
building ever built in India.

13. 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.

14. Introduction of CNG in Delhi
 New Delhi, capital of India, was being
polluted at a very fast pace until Supreme
Court of India forced a change to
alternative fuels.

15. 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.

16. 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.

17. The 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. Thank You !!!