GREEN

MARKETING

By
SOHAM PRADHAN
EMBA 2015-16
UEMF15027

INTRODUCTION :
According to American Marketing
Association ( AMA) :
1. RETAILING DEFINITION :

Products that are environmentally

safe.

2.

SOCIAL MARKETING DEFINITION :

Products designed to reduce their

negative effect.
3. ENVIRONMENTAL DEFINITION :

Other attributes of products

reclaimed to be sensitive to ecological
concern

Phase -1 :
ECOLOGICAL
MKTG
Phase -2 :
ENVIRONMENTAL
MKTG
Phase-3 :
SUSTAINABLE
MKTG

GREEN MARKETING : why ?

Growing concern world wide about Environment
Protection.
Consumer are more conscious that their
consumption impact their Environment.
Manufacturers have determined environmental
concern as a source of Competitive advantage.
Governmental Pressure.

GREEN MARKETING : A careful consideration

GREEN MARKETING : Product

MAIN OBJECTIVE :
Reduction of in pollution Both Product and Process.
Effective utilisation of scarce resources.
All claims should be legitimate, Proven and certified.

2010: WIPRO launched TOXIN FREE

Desk Tops
Free from carcinogenic materials
such as PVC and BFRs

GREEN MARKETING : Price

RTICAL FACTOR :
A customer will only pay if perceived product value meets their
requirements.
Should not compromise on performance, function ,design, visual appeal
or taste.

GREEN MARKETING : Promotion

ypes of Green Advertising:

Addressing a relationship between a product/service and the biophysical
environment.
Promoting a green lifestyle by highlighting a product or service.
Presenting a corporate image of environmental responsibility.
96% Less use of
Water
172 Million litres
water saved
13 (Levis
Million
Jeans
San Francisco,
March

22,2012)
http://
store.levi.com/waterless/external/f
lash/index.html

made

GREEN MARKETING : Place

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.
Managing logistics to cut down on transportation emissions.

TO SELL LOCALLY GROWN RAISED and

PRODUCED
STRATEGY :

GREEN MARKETING : Rules

Jacquelyn Ottman (2010) has provided 5 simple Rules of Green
Marketing :

1. Know your customer

2. Empower Consumers
3. Be Transparent
4. Reassure the buyer
5. Consider your pricing

GREEN MARKETING SEGMENTS

By Ottman ( 1998)

CONSUMERS
LIGHT
GREEN
RESOURCE
CONNSERVE
RS

DARK
GREEN
HEALTH
FANATIC
S

ANIMA
L
LOVER
S

BROWN
OUTDOO
R
ENTHUSIA
ST

GREEN MARKETING : CHALLENGES

1.New Concept
2.Huge Capital Investment
3.Consumers are not aware of Green Products or unable to
identify it
4.To sustain confidence of stake holder
5.Avoiding Green Myopia.

GREEN WASHING
It is disinformation disseminated by an
organisation so as to present an
environmentally responsible public image.
Green Washing is coined by New York
environmentalist Jay Westerveld.

7 SINS of GREEN WASHING

Sin of hidden trade off
Sin of no proof
Sin of vagueness
Sin of irrelevance
If you paint it green is it
really green ?

Sin of lesser of two

evil
Sin of fibbing
Sin of worshipping false
label

ADM

GREEN MARKETING : ECO LABEL

Eco label identifies environmentally- friendly products and
services
It guarantees that a given product or service is fit for use and will
have a reduced environmental impact throughout its life
Standard to be followed : ISO 14020 for environmental labels
and declaration.

CONCLUSION :
While Marketing it is important to be :
1.AUTHENTIC
2.COMMITED
3. SHOULD HAVE A PROGRAMMED APPROACH

Green Marketing is not about making things green

( Green Washing), its about making Green Stuff Normal .

REFRENECE :
JOURNALS :
1. Green marketing in India: An Overview by Prof. Jaya Tiwari ( IOCR JOURNAL OF
BUSINESS AND MANAGEMENT
2. GREEN MARKETING AND ITS IMPLEMENTATION IN INDIAN BUSINESS
ORGANIZATIONS
LINKS :By MANJUNATH .G.; GUNDUPAGI MANJUNATH ( Asia Pacfic Journal of Markting and
Management Review)
www.business-standard.com/article/companies/wipro-infotech-launches-gr
een-pcs-110012800156_1.html
www.greenbiz.com/blog/2014/01/14/five-strategies-avoid-taint-greenwash-yo
ur-business
http://store.levi.com/waterless/
www.wholefoodsmarket.com/local
www.ecolabelindex.com/ecolabels/?st=country,in
www.indiaenvironmentportal.org.in/media/iep/infographics/Green%20Brand
s%202014/index.html
www.naturalnews.com/024756_antibiotic_antibiotics_USDA.html#