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GREEN MARKETINGBy SOHAM PRADHANEMBA 2015-16UEMF15027

INTRODUCTION :According to American Marketing Association ( AMA) :Phase -1 :ECOLOGICAL MKTGPhase -2 : ENVIRONMENTAL MKTGPhase-3 :SUSTAINABLE MKTGRETAILING 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 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 : ProductReduction of in pollution Both Product and Process.Effective utilisation of scarce resources.All claims should be legitimate, Proven and certified.

MAIN OBJECTIVE :

2010: WIPRO launched TOXIN FREE Desk TopsFree from carcinogenic materials such as PVC and BFRs

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

CRTICAL FACTOR :

GREEN MARKETING : Promotion 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.3 Types of Green Advertising:

96% Less use of Water 172 Million litres water saved13 Million Jeans made(Levis San Francisco, March 22,2012)http://store.levi.com/waterless/external/flash/index.html

GREEN MARKETING : PlaceThe 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.

STRATEGY : TO SELL LOCALLY GROWN RAISED and PRODUCED GREEN MARKETING : RulesJacquelyn Ottman (2010) has provided 5 simple Rules of Green Marketing :1. Know your customer2. Empower Consumers3. Be Transparent4. Reassure the buyer5. Consider your pricing GREEN MARKETING SEGMENTS By Ottman ( 1998) GREEN MARKETING : CHALLENGESNew ConceptHuge Capital Investment Consumers are not aware of Green Products or unable to identify itTo sustain confidence of stake holderAvoiding Green Myopia.

GREEN WASHINGIt 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

If you paint it green is it really green ?

ADM

GREEN MARKETING : ECO LABELEco 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 :

AUTHENTIC

COMMITED

SHOULD HAVE A PROGRAMMED APPROACHGreen Marketing is not about making things green ( Green Washing), its about making Green Stuff Normal .

REFRENECE :Green marketing in India: An Overview by Prof. Jaya Tiwari ( IOCR JOURNAL OF BUSINESS AND MANAGEMENT2. GREEN MARKETING AND ITS IMPLEMENTATION IN INDIAN BUSINESS ORGANIZATIONS By MANJUNATH .G.; GUNDUPAGI MANJUNATH ( Asia Pacfic Journal of Markting and Management Review)JOURNALS :LINKS :www.business-standard.com/article/companies/wipro-infotech-launches-green-pcs-110012800156_1.htmlwww.greenbiz.com/blog/2014/01/14/five-strategies-avoid-taint-greenwash-your-businesshttp://store.levi.com/waterless/www.wholefoodsmarket.com/localwww.ecolabelindex.com/ecolabels/?st=country,inwww.indiaenvironmentportal.org.in/media/iep/infographics/Green%20Brands%202014/index.htmlwww.naturalnews.com/024756_antibiotic_antibiotics_USDA.html#