Green Marketing - The Business Imperative

7/31/2019 Green Marketing - The Business Imperative

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Presented by: Febin Jose Sunny

- A Business Imperative


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Green Marketing

AMA identify green marketing asThe marketing of products that are presumed tobe environmentally safe,

It incorporates several activities such asproduct modification,changes to production processes,packaging,advertising strategies

Also increases awareness on compliancemarketing amongst industries


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Green Marketing

"Green Marketing" refers to holisticmarketing concept wherein

the production, marketing consumption anddisposal of products and services happen in a

manner that is less detrimental to theenvironment with growing awareness about theimplications of global warming, non-biodegradable solid waste, harmful impact of

pollutants etc.


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Evolution

Green marketing was given prominence in thelate 1980s and 1990s after the proceedings of the first workshop on Ecological marketing

held in Austin, Texas (US), in 1975.Several books on green marketing began tobe published thereafter.

According to the Joel Makeover (a writer,

speaker and strategist on clean technologyand green marketing), green marketing faces alot of challenges because of lack of standardsand public consensus to what constitutes

"Green".


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Evolution

According to Peattie (2001), the evolution of green marketing has three phases.

First phaseTermed as "Ecological green marketing, and

during this period all marketing activities wereconcerned to help environment problems andprovide remedies for environmental problems.


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Evolution

Second phase"Environmental" green marketing and the focusshifted on clean technology that involveddesigning of innovative new products, which takecare of pollution and waste issues.

Third phase"Sustainable" green marketing. It came intoprominence in the late 1990s and early 2000.


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WHY GREEN MARKETING?

A Growing Interest among consumers.

As resources are limited and human wants areunlimited, it is important for the marketers toutilize the resources efficiently without waste

as well as to achieve the organization'sobjective.


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WHY GREEN MARKETING?

Worldwide evidence indicates people areconcerned about the environment and arechanging their behavior.

As a result of this, green marketing has

emerged which speaks for growing market for sustainable and socially responsible productsand services.


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GREEN PRODUCTS AND ITSCHARACTERISTICS

The products those are manufacturedthrough green technology and that cause noenvironmental hazards are called greenproducts.

Promotion of green technology and greenproducts is necessary for conservation of natural resources and sustainabledevelopment.


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GREEN PRODUCTS AND ITSCHARACTERISTICS

We can define green products by followingmeasures:

Products those are originally grown,

Products those are recyclable, reusable andbiodegradable,Products with natural ingredients,Products containing recycled contents, non-toxic

chemical,Products contents under approved chemical,Products that do not harm or pollute the environment,Products that will not be tested on animals,Products that have eco-friendly packaging i.e.


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Principles of Green Marketing


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GOLDEN RULES OF GREENMARKETING

Know your Customer Educating your customersBeing Genuine & TransparentReassure the Buyer Consider Your PricingGiving your customers an opportunity toparticipateThus leading brands should recognize thatconsumer expectations have changed


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CHALLENGES

New Concept

Need for Standardization

Patience and Perseverance

Avoiding Green Myopia


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PRESENT TRENDS IN GREENMARKETING IN INDIA

Organizations perceive Environmentalmarketing as an Opportunity to achieve itsobjectives.

Firms have realized that consumers prefer products that do not harm the naturalenvironment as also the human health.

Firms marketing such green products arepreferred over the others not doing so andthus develop a competitive advantage,simultaneously meeting their businessobjectives.


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PRESENT TRENDS IN GREENMARKETING IN INDIA

Organizations believe they have a moralobligation to be more socially responsible.

This is in keeping with the philosophy of CSRwhich has been successfully adopted by manybusiness houses to improve their corporateimage.

Firms in this situation can take twoapproaches:

Use the fact that they are environmentallyresponsible as a marketing tool.Become responsible without prompting this fact.


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THE FUTURE OFGREEN MARKETING

There are many lessons to be learned to avoidgreen marketing myopia;

the short version of all this is that effective greenmarketing requires applying good marketing

principles to make green products desirable for consumers.


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CONCLUSION

Green marketing should not be considered as just one more approach to marketing, but hasto be pursued with much greater vigor, as ithas an environmental and social dimension toit.

Recycling of paper, metals, plastics, etc., in asafe and environmentally harmless manner should become much more systematized anduniversal.


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CONCLUSION

Marketers also have the responsibility to makethe consumers understand the need for andbenefits of green products as compared to

non-green ones.In green marketing, consumers are willing topay more to maintain a cleaner and greener environment.Thus Green marketing assumes even moreimportance and relevance in developingcountries like India.


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Thankyou

Documents

Green Marketing - The Business Imperative