CONTENTS
Introduction
Reasons for green marketing
Evolution of green marketing
Why is green marketing chosen by most marketers
3 keys to successful green marketing
Marketing mix of green marketing
Benefits of green marketing
Paths to greenness
Marketing strategies
Challenges
Examples
Do this
Conclusion
According to the American Marketing Association, green marketing is the marketing of products that are presumed to be environmentally safe. Thus green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising.
DEFINITION
REASONS FOR GREEN MARKETING
Increase in pollution
Depletion of ozone layer
Limited resources and unlimited wants
Impact of natural calamities
Climate change
Evolution of Green Marketing
First phase “Ecological”
Second phase “Environmental”
Third phase “Sustainable”
WHY IS GREEN MARKETING CHOSEN BY MOST MARKETERS
OpportunitySocial responsibilityGovernmental pressureCompetitive pressureCost reduction
3 KEYS TO SUCCESSFUL GREEN MARKETING
Being genuine
Educating your
customers
Giving your
customers an
opportunity to
participate
BENEFITS OF GREEN MARKETING
It saves money in the long run, though initially the cost is more.
Individuality
Most of the employees also feel proud and responsible to be working for an environmentally responsible company.
Good customer reaction
PATHS TO GREENNESS
Adopt new technology or modify existing
technology/process
Establish a system that will lead to environmen
tal safety norms.
Using more environmen
t-friendly raw
materials at the
production stage itself.
Explore possibilities of recycling of the used
products
CHALLENGES
Green products require renewable and recyclable material, which is costly
Requires a technology, which requires huge investment in R & D
Water treatment technology, which is too costly
Majority of the people are not aware of green products and their uses
Majority of the consumers are not willing to pay a premium for green products
DO THIS
Less use of polythene
Less use of mobile phonesCrush plastic bottle after
use Use disposable items
Love nature
Save water
Save fuel
Avoid smoking
Many more…..
CONCLUSION
Firms have a great impact on the natural environment
Consumers lay too much responsibility on industry and government
Firms alone cannot lead the green marketing revolution
Consumers and industrial buyers have ability to pressure organization to integrate environmental factors.
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