GREEN MARKETING

Prepared By : Monika Bansal

TABLE OF CONTENTS
Meaning

Evolution
Answering Basic Question

Green Marketing Mix

Some Examples

WHAT IS GREEN MARKETING ??

All activities designed to generate & exchange goods and services to
satisfy human wants with minimal detrimental impact on the

environment.

Green marketing is the marketing of products & services that are

presumed to be environmentally safe. -- American Marketing Association (AMA)

It is also commonly referred to as Ecological Marketing or Environmental Marketing.

EVOLUTION OF GREEN MARKETING

First signs of green marketing arose in the 1970s and since then it
has gained constant attention over the years.

Started with a so called Green Consumer movement in the US which

soon fizzled out without making mass appeal.

However during the Late 1980s , Public opinion pools showed strong
willingness of consumers towards ecofriendly products.

The 20th century saw a sharp rise in organizations marketing their

products via Eco- labeling.

ANSWERING SOME BASIC QUESTIONS

A few questions that come to the mind, when we talk about Green
marketing are as follows :-

Q1) Why are firms going green ??

Q2) Does it pay back to go green ??

Q3) What should companies consider while going green ??

WHY ARE FIRMS GOING GREEN ??

Answer
Reasons are as follows :-

An Opportunity
Corporate Social Responsibility Competitive Pressure

Governmental Pressure

DOES IT PAY BACK TO GO GREEN ??

Answer

This comprises of 2 sub-questions & their answers :A) Do green companies outperform the market ? According to Goldman sachs study (2007) green companies

outperformed 72% of their sector peers.

B) Does going green really just mean spending more?

No, In fact it helps companies save on major wastages & reuse , thus
saving funds.

CONSIDERATIONS WHILE GOING GREEN ??

Answer

Go green where it actually matters.

Knowing Who is in charge of green Two perspectives:

The whole organization workforce. Appointing a Chief green officer.

GREEN MARKETING MIX

GREEN PRODUCT MIX

GREEN PRICING MIX

GREEN PLACE MIX

GREEN PRODUCT MIX

Designing products that are energy efficient & saving.

Ensuring reduced or negligible environmental harmful effects

on nature , at the same time meeting the need of the consumers.

Examples

Nike Green shoes(Air Jordan) . Motorola Green Phone MOTO W233 Renew aims to reduce the carbon footprints.

Apple Green technologies.

GREEN PRICE MIX

Green pricing need to done in a very strategic manner.

Customers will be willing to pay a little more only if they are

able to reap extra benefits from the product

Considering the three factors i.e. People, Profit & Planet in

terms of the cost incurred & benefit obtained.

Example Smart Grid Initiative By IBM.

GREEN PLACE MIX

Place no more refers to a Stationery Location .

Green marketing involves taking a considerable step towards

better ecofriendly :Supply chains Transportation channels Warehousing

Example Wall-marts green supply chain has set a

benchmark for its peers.

PROBLEMS WITH GREEN MARKETING

Lack of consumer awareness Limited scientific knowledge (CFC,HFC, DME) Financial constraints Consumer perception may not be right Prevalence of Deceptive marketing Lack of stringent legal standards Considered costly and of lower quality

EXAMPLES
Eco Friendly Rickshaws Before CWG

Chief minister Sheila Dikshit launched a battery operated rickshaw E-RICK to promote eco friendly transportation in city.

Going green Tatas new mantra

Tata Motors is setting up an eco-friendly showroom using

natural building material for its flooring and energy efficient lights.

THANK YOU !!