GOODMORNING

Green Marketing

By: Anurag Gupta 08bs0000491 IBS kochi

Introduction The marketing efforts to produce, promote, distribute

and reclaim products or services which are environmentally safe or has environmental benefits.

Such a product or service may be environment friendly or produced and/ or packaged in an environment friendly way

The assumption of this marketing is that the potential consumers will view a product or service’s GREENNESS as a benefit and make their buying decision accordingly.

Products are not green/ecofriendly if

Its raw materials are scarce or hard to get.

Its design or manufacturing cause pollution or excess power usage.

It is non-disposable.

History The AMA held the first workshop on “Ecological

marketing” in 1975.

The proceedings of this workshop resulted in one of the first books on Green Marketing entitled “Ecological Marketing” by Jacquelyn Ottman in late 1970s.

The term Green Marketing came in to picture in the late 1980s and early 1990s.

Importance of green marketing

What is it?

What are the benefits?

How do we do it?

Examples

What is it? Corporate Social Responsibility

Triple Bottom Line Accounting

New Product Innovation

Company Ethos

Corporate(social) responsibility Term is new, practice is not.

CSR is about sustainability – of profits, the company, its people and the environment.

It’s now about how a company EARNS its money, not how it SPENDS it.

Why should we do it? Consumer Demand.

£26 billion on ethical goods in 2005 in Britain.

The number of people who felt guilty about unethical purchases more than doubled in the decade up to 2004, from 17 % to 35%.

And the number of people who recycled at least once a year increased from 73% to 93%.

How do we do it? Company values

Mission and aims

Marketing and transparency

Supply chain management

Green marketing ideas for business

Get Your Brand out there

Sustainable Packaging

Transportation

Give Local Love Receive Local Love

Challenges Consumers awareness (education and knowledge).

Variety of products.

Price of green products are slightly more.

People does not want to stop consuming but want to buy ways that does not harm the environment.

To construct a consumer society that accommodates less waste and lower emission.

Benefits

Reputation Gaining and retaining customers Cost savings (CNG) Innovation in products and operations Staff Developments Energy, Enthusiasm and Openness Supplier Contracting Electronics sector

Facts and figures The UK green economy is expected to be worth £30

billion by 2010.

When you recycle 1 glass bottle, you save the amount of energy needed to light a 100 watt bulb for 4 hours.

The use of bulbs cause emission of carbon-di-oxide, so replace bulbs by CFL (Compact Fluorescent Light) lamps.

Companies with green marketing Philips

Aveda

Long Hog

Unilever

Marks and Spencer

Canon

NGO-Greenpeace

Solar products

Recycled/ecofriendly products

Hybrid/Electrical cars

Thanks