The Presentation comprises of Green marketing, Customer relationship management and rural marketing. Green marketing is the marketing of products that are presumed to be environmentally safe. It incorporates a broad range of activities, including product modification, changes to the production process, sustainable packaging, as well as modifying advertising.  The term ‘green’ is indicative of purity. Green means pure in quality and fair or just in dealing. For example, green advertising means advertising without adverse impact on society. Green message means matured and neutral facts, free from exaggeration or ambiguity. CRM: Customer Relationship Management is a comprehensive approach for creating, maintaining and expanding customer relationships. CRM “is a business strategy that aims to understand, anticipate and manage the needs of an organisation’s current and potential customers” It is a “comprehensive approach which provides seamless integration of every area of business that touches the customer- namely marketing, sales, customer services and field support through the integration of people, process and technology” CRM is a shift from traditional marketing as it focuses on the retention of customers in addition to the acquisition of new customers “The expression Customer Relationship Management (CRM) is becoming standard terminology, replacing what is widely perceived to be a misleadingly narrow term, relationship marketing (RM)” CRM (Customer Relationship Management) is a comprehensive strategy and process of acquiring, retaining and partnering with selective customers to create superior value for the company and the customer. The basic objective of CRM is to increase marketing efficiency and effectiveness. Rural Marketing: Rural marketing is a practise of assessing, persuading and converting the needs, wants, purchasing power of the customers into effective demand for products and service out for sale which would help in sufficing the requirements of people in the rural areas and thus increase the satisfaction levels as well as standard of living. There are 600,000 villages in India. 25% of all villages account for 65% of the total rural population. So we can contact 65% of 680 million or 700 million population by simply contacting 150000 villages – which shows the huge potential of this market. Rural marketing involves the process of developing, pricing, promoting, distributing rural specific product and a service leading to exchange between rural and urban market which satisfies consumer demand and also achieves organizational objectives.

1. GREEN MARKETING,
CUSTOMER
RELATIONSHIP MANAGEMENT
& RURAL MARKETING
& RURAL MARKETING
Mr. Dayananda Huded M.Com JRF, 3 Times NET, KSET
Teaching Assistant, RCU PG Centre Jamkhandi
E-Mail: dayanandch65@gmail.com

2. Green marketing is the marketing of products that are presumed to be
environmentally safe. It incorporates a broad range of activities, including product
modification, changes to the production process, sustainable packaging, as well as
modifying advertising.
The term ‘green’ is indicative of purity. Green means pure in quality and fair or
just in dealing. For example, green advertising means advertising without adverse
Green Marketing
just in dealing. For example, green advertising means advertising without adverse
impact on society. Green message means matured and neutral facts, free from
exaggeration or ambiguity.

3.  Basically, green marketing concerns with three aspects:
 1. Promotion of production and consummation of pure/quality products,
 2. Fair and just dealing with customers and society, and
 3. Protection of ecological environment.

4.  Impacts or Importance of Green Marketing:
 1. Now, people are insisting pure products – edible items, fruits, and vegetables based on organic
farming. The number of people seeking vegetarian food is on rise.
 2. Reducing use of plastics and plastic-based products.
 3. Increased consumption of herbal products instead of processed products.
 4. Recommending use of leaves instead of plastic pieces; jute and cloth bags instead of plastic
carrying bags.
 5. Increasing use of bio-fertilizers (made of agro-wastes and wormy-composed) instead of
chemical fertilizers (i.e. organic farming), and minimum use of pesticides.
 6. Worldwide efforts to recycle wastes of consumer and industrial products.
 7. Increased use of herbal medicines, natural therapy, and Yoga.
 8. Strict provisions to protect forests, flora and fauna, protection of the rivers, lakes and seas from
 8. Strict provisions to protect forests, flora and fauna, protection of the rivers, lakes and seas from
pollutions.
 9. Global restrictions on production and use of harmful weapons, atomic tests, etc. Various
organisations of several countries have formulated provisions for protecting ecological balance.
 10. More emphasis on social and environmental accountability of producers.
 11. Imposing strict norms for pollution control. Consideration of pollution control efforts and eco-
technology in awarding IS), ISO 9000, or ISO 14000 certificates and other awards.
 12. Declaration of 5th June as the World Environment Day.
 13. Strict legal provisions for restricting duplication or adulteration.

5.  4 Effective Green Marketing Strategies
 1. Green Design: Oftentimes, companies resort to green washing because their
products and services are not green to begin with. A take-out bag with a big recycle
symbol on the front may actually be made from virgin, and not recycled, paper.
 2. Green Pricing: A company should highlight how a green product or service can help
consumers save key resources. A car company, for instance, can promote its latest
vehicle by emphasizing how it is more fuel-efficient compared with other leading car
brands.
 3. Green Logistics: In addition to a product or service being green, its packaging must
also be green . Packaging is the first thing that consumers see. Unsustainable packaging
has the potential to dissuade consumers from purchasing sustainable products.
has the potential to dissuade consumers from purchasing sustainable products.
 In 2013, Amazon announced its Frustration-Free Packaging initiative , a five-year effort
that aims to do away with wasteful and hard-to-open packaging materials such as
plastic clamshell casings, wire ties and air-bubble wrap.
 4. Green Disposal: An effective green marketing strategy takes into consideration
every aspect of a product’s life cycle. From production to disposal, everything must be
sustainable. Unsustainable disposal practices can be hazardous to both the environment
and human health.

6.  Johnson and Johnson is the second-largest corporate user of solar power in
the United States, and has been working consistently over the past 20 years to
reduce production wastes.
 In January 2011 it launched a business plan to become the most
environmentally responsible company in the world.

7. Customer Relationship Management
 Customer Relationship Management is a comprehensive approach for creating,
maintaining and expanding customer relationships.
 CRM “is a business strategy that aims to understand, anticipate and manage the needs
of an organisation’s current and potential customers”
 It is a “comprehensive approach which provides seamless integration of every area of
business that touches the customer- namely marketing, sales, customer services and
field support through the integration of people, process and technology”
 CRM is a shift from traditional marketing as it focuses on the retention of customers in
addition to the acquisition of new customers
addition to the acquisition of new customers
 “The expression Customer Relationship Management (CRM) is becoming standard
terminology, replacing what is widely perceived to be a misleadingly narrow term,
relationship marketing (RM)”
 CRM (Customer Relationship Management) is a comprehensive strategy and process of
acquiring, retaining and partnering with selective customers to create superior value for
the company and the customer.
 The basic objective of CRM is to increase marketing efficiency and effectiveness.

8.  The purpose of CRM
 1. “ The focus [of CRM] is on creating value for the customer and the company over the longer
term”.
 2. When customers value the customer service that they receive from suppliers, they are less
likely to look to alternative suppliers for their needs.
 3. CRM enables organisations to gain ‘competitive advantage’ over competitors that supply
similar products or services.
 Why is CRM important?
 Why is CRM important?
 1. “Today’s businesses compete with multi-product offerings created and delivered by networks,
alliances and partnerships of many kinds. Both retaining customers and building relationships
with other value-adding allies is critical to corporate performance”.
 2. “The adoption of C.R.M. is being fuelled by a recognition that long-term relationships with
customers are one of the most important assets of an organisation”

9.  What does CRM involve?
 CRM involves the following:
 1. Organisations must become customer focused
 2. Organisations must be prepared to adapt so that it take customer needs into account and
delivers them
 3. Market research must be undertaken to assess customer needs and satisfaction

10.  Best practice of relationship marketing
 Conduct regular polls and surveys to solicit feedback from customers.
 Respect that feedback and incorporate it into the company's business practices.
 Use any and all social media outlets to connect with customers.
 Have effective customer monitoring technologies in place.
 Use clear policies to dictate how all company employees should interact with
customers in both positive and negative situations.
 Leverage the value of warm leads – customers who have already expressed an
 Leverage the value of warm leads – customers who have already expressed an
interest in the company.
 Have a comprehensive customer relationship management strategy.
 Conduct regular training sessions for all members of staff.
 Stay on the cutting edge of product offerings.
 Do not sacrifice quality for innovativeness.
 Maintain a high customer satisfaction rate in all areas of the company.
 Make an effort to inform customers how much they are appreciated.

11. Example of relationship marketing
 Dell – Dell computers created a special online store for high
volume corporate customers. By tailoring the ordering process to
the specific customer's needs, Dell was able to expedite many of
the hassles corporate technology buyers face. Providing a higher
level of service leads to increased loyalty.

12. Importance of CRM
 Company offers amazing products or services which their customers really love.
 Company will able to acquire new customers.

13. Rural Marketing
 Definition: Rural Marketing
Rural marketing is a practise of assessing, persuading and converting the needs,
wants, purchasing power of the customers into effective demand for products and
service out for sale which would help in sufficing the requirements of people in the
rural areas and thus increase the satisfaction levels as well as standard of living.
There are 600,000 villages in India. 25% of all villages account for 65% of the total rural
population. So we can contact 65% of 680 million or 700 million population by simply
contacting 150000 villages – which shows the huge potential of this market.
Rural marketing involves the process of developing, pricing, promoting, distributing rural
specific product and a service leading to exchange between rural and urban market which
satisfies consumer demand and also achieves organizational objectives.

16. Rural Marketing Strategies
 A. Product Strategies.
 1. Small unit and low priced packing
 Larger pack sizes are out of reach for rural consumers because of their price and usage habits. This method has
been tested by other products like shampoos, biscuits, pickles, vicks five gram tins, etc.
 In the strategy of keeping the low priced packed the objective is to keep the price low so that the entire rural
community can try. This may not be possible in all types of products, but wherever this can be resorted to, the
market is bound to expand.
 2. New product designs
 2. New product designs
 A close observation of rural household items indicates the importance of redesigning or modifying the products.
The manufacturing and marketing men can think in terms of new product designs specially meant for rural areas
keeping their lifestyles in view.
 3. Sturdy products
 Sturdiness of a product either in terms of weight or appearance is an important fact for rural consumers. The
product meant for rural areas should be sturdy enough to stand rough handling and storage. People in rural areas
like bright flashy colours such as red, blue, green etc., and feel that products with such colours are sturdy but
they are more concerned with the utility of the item also.
 4. Brand name

17. B. Pricing strategies
 1. Low cost/cheap products
 This is a common strategy being adopted widely by many
manufacturing and marketing men. Price can be kept low
by small unit packings.
 2. Avoid sophisticated packing
 Simple package can be adopted which can bring down the
cost as it is presently being done in the case of biscuits.
Some innovation in packing technology is very necessary
for rural markets.
 3. Refill packs/reusable packaging

18. C. Promotion strategies
 Mass media is a powerful medium of communication. It
could be television, cinema, print media, radio and so
on. The other means of mass media available are
hoardings/wall paintings, shanties/hats/melas, non-price
competition, special campaigns etc. Besides these, other
mass media like hand bills and booklets, posters,
mass media like hand bills and booklets, posters,
stickers, banners of the schemes etc.
 For disseminating the information, related to
agricultural and other rural industries products, the
government should circulate pamphlets either to
panchayati raj office or to schools where it can be
documented for the reference.