GREEN MARKETING

BY :DHIRAJ SRIVASTAVA Roll No:

13PGDM05

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.

Production Process compatible with the EnvironmentCompatible with company’s goalsSatisfy the customer’s needNeed to find a balance between these

requirements

Requirements:

Why Green Marketing..?The growing awareness all over the

world regarding protection of the environment. Consumers are becoming more concerned about environmental friendly product

Manufacturers have recognized environmental concerns as a source of competitive advantage. and have developed products with a green image

Various regulations recently framed by the government to protect consumers and the society at large,led to the adoption of Green marketing as a compulsion rather than a choice. For example, the ban of plastic bags in many parts of the country

The Three R’s of Environmentalism

Reduce the amount of waste you produce.Reuse old items; donate to the

unfortunate, repair if broken.Recycle as much as possible; buy recycled

products to support recycling.

Green Products And Its CharacteristicsProducts are originally grown.Products those are recyclable, reusable

and biodegradable. Products with natural ingredients.Products contain recycled contents ,non-

toxic chemical.Products contain under approved

chemical.Products do not harm or pollute the

environment.Products that is not tasted on animals.Products that have eco-friendly

packaging i.e reusable ,refillable containers etc.

Challenges in Green Marketing

Need for standardization

New concept for customers

Patience and Preservation

Avoiding green Myopia

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

Golden Rules of Green Marketing

Know your customerEducating your customersBeing genuine & transparentReassure the buyerConsider your pricingKeeping consumer expectation in mind

always

The 2012, 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

SOME CASES:

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.

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.

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

Lead Free Paints From Kansai 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.

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.

GREEN

WASH

I

NG

What is green washing?“Disinformation disseminated by an organization so as to present an environmentally responsible public image.”

“Green washing,” a term derived from the term “whitewashing”

16

Why green washing?People are becoming more and more

aware of the dangers

People are looking for environmentally friendly products

• Corporations turn green washing to make themselves look more environmentally friendly

17

Green washing: what’s wrong?

• It is misleading.

• Change their image

• Green washing could result in consumer and regulator complacency

18

Green washing: firms’ examples

Falsely promoted its cars as environmentally friendly.

Ads with GM SUV’s in natural habitats as if they were as natural as the surrounding trees.

General Motors

19

CONCLUSION :With the threat of global warming looming large, it is extremely important that green marketing becomes the norm rather than an exception or just a fad.Make the consumers understand the need and benefits of green products as compared to non-green ones.

Be authentic and don’t use green washing.

THANK YOU FOR YOUR ATTENTION!

ANY QUESTIONS ?