GREEN MARKETING

• According to the American Marketing Association, green marketing is the marketing of products that are presumed to be environmentally safe.[1] Thus green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. Yet defining green marketing is not a simple task where several meanings intersect and contradict each other; an example of this will be the existence of varying social, environmental and retail definitions attached to this term. Other similar terms used are Environmental Marketing and Ecological Marketing

INTRODUCTION

HISTORY

CHARACTERSTICS OF GREEN MARKETING

IMPORTANCE OF GREEN MARKETING

WHY GREEN MARKETING

EXAMPLES OF RECYCLING

- Batteries,- Building Materials,- Cars,- Clothing, and material,- Compost matter,- Computers,- Electrical equipment,- Furniture,- Glass,- Metals,- Mobile phones,- Paint, and oils,- Paper,- Plastic,- Printer cartridges,- Wood

EFFECTIVE GREEN MARKETING

MARKETING MIX OF GREENMARKETING

Product

..

The increasingly wide variety of products on the market that support sustainable development and are good for the triplebottom line include:1. Products made from recycled goods, or that can be recycled or reused. Ex-McDonald's restaurant's napkins, bags are made of recycled paper.2. Efficient products, which save water, energy or gasoline, save money and reduce environmental impact.3. Products with environmentally responsible packaging.

Price• Price is a critical and important factor of green marketing mix.

Most consumers will only be prepared to pay additional value if there is a perception of extra product value. This value maybe improved performance, function, design, visual appeal, or taste. Green marketing should take all these facts into consideration while charging a premium price.

Place

• The 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.

Promotion

Promoting products and services to target markets includes paid advertising, public relations, sales promotions, direct marketing and on-site promotions

GREEN MARKETING OF MNCs

Philips Light's CFL

ITCO ITC has been 'Carbon Positive' three years in a row (storing twice the amount of CO2 than the Company emits).O 'Water Positive' six years in a row (creating three times more Rainwater Harvesting potential than ITC's net consumption).O Close to 100% solid waste recycling.O ITC's Social and Farm Forestry initiative has greened over 80,000 hectares creating an estimated 35 million person days of employment among the disadvantaged.O ITC's Watershed Development Initiative brings precious water to nearly 35,000 hectares of dry lands and moisture stressed areas.O ITC's Sustainable Community Development initiativesinclude women empowerment, supplementary education,integrated animal husbandry programmes.O E-choupal facilities

Toyota’s Prius

NOKIA : Take Backcampaign

Example:

Tide Coldwater

Did you know that between 80 and 85 percent of the energy used to wash clothescomes from heating the water? Tide Coldwater—The Coolest Way to Clean.”Tide Coldwater

Laundry Detergent

HCLThe key objective under HCL ECOSAFE is targeted at integrating environmental management procedures into its business processes thereby protecting the environment, health, and safety of all its stakeholders

Levis Strauss & Co.

ON EARTH DAY 2009

Disneynature, a new film label from the Walt Disney Company, promoted its new film Earth by planting a tree for everyone who saw the movie ,500,000 trees were planted

• Virgin America donated $1for every passenger flying that day to environmental restoration efforts at California State Parks

CONCLUSION:

Green marketing is catching on in a big way. Marketers as well as consumers are slowly but strongly recognizing it.

Awareness is being created about the use of such materials, which are helpful in conserving the environment and are eco-friendly. Green marketing is gaining prominence across the world and in India too.

QUERIES