GREEN MARKETINGRohit RainaMBA-2nd Semester 0613-MBA-2013

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.

Requirements: Production Process compatible with the

Environment Compatible with company’s goals Satisfy the customer’s need.

Why Green Marketing? The growing awareness all over the world

regarding protection of the environment. Manufacturers have recognized

environmental concerns as a source of competitive advantage.

Various regulations recently framed by the government to protect consumers and the society at large,led to the adoption of Green marketing.

The Three R’s of Environmentalism

Characteristics of green products : Products are naturally grown. Recyclable, reusable and biodegradable. Products containing recycled contents ,non-

toxic chemical. Products contain approved chemicals. Products do not harm or pollute the

environment. Products that are not tested 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.

Phillips's "Marathon" CFL lightbulb Philips Lighting's first shot at marketing

a standalone compact fluorescent light (CFL) bulb was Earth Light. The product had difficulty climbing out of its deep green niche. The company re-launched the product as "Marathon," underscoring its new "super long life" positioning and promise of saving $26 in energy costs over its five-year lifetime.

Car sharing services Car-sharing services address the longer-

term solutions to consumer needs for better fuel savings and fewer traffic tie-ups and parking nightmares, to complement the environmental benefit of more open space and reduction of greenhouse gases.

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

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.

Introduction of CNG in Delhi New Delhi, capital of India, was being

polluted at a very fast pace until Supreme Court of India forced a change to alternative fuels.

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.

SBI Green banking programme

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.

The 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

Thank You !!!