GREEN MARKETING

M.Umair Younus M.Usman Yasir

Suleman Saleem

Introduction

Green marketing incorporates a broad range of

activities

Processes

Environmental Marketing and Ecological Marketing

Definition

“All activities designed to generate and facilitate any exchanges intended to satisfy human needs or wants, such that the satisfaction of these needs and wants occurs, with minimal detrimental impact on the natural environment “

History

The term Green Marketing came into prominence in the late 1980s and early 1990s

"Ecological Marketing" in 1975

Power of Green Lies in Marketers’ Hands

Power to restore our environment Power of green lies in the hands of

marketers Design and promote cleaner products

Why is Green Marketing Important?

• Limited resources to satisfy world’s unlimited wants

• Looks at how marketing activities utilize these limited resources, while satisfying consumers wants, both of individuals and industry, as well as achieving the selling organization's objectives

Implementing Green Marketing Strategies and Tactics

• 8 steps of going “green”

– Targeting

– Product design

– Positioning

– Pricing

– Greening logistics

– Marketing waste

– Promotion

– Green Alliances

MARKETING MIX4s

• 1) Satisfaction of customer needs.• 2) Safety of product and production for

consumers, workers, society and the environment.

• 3) Social acceptability of a product, its production and the other activities of the company.

• 4) Sustainability of the product, their production and other activities of the company.

Need of Green Marketing

On our planet sources are limited and human needs (wants) unlimited

green marketing is important for the firms to utilize the limited resources satisfying the consumer needs as well as achieving the organization’s selling objectives

Reasons why firms are adopting Green Marketing

SOCIAL RESPONSIBILITY LAWS COMPETITION COST REDUCTION

COMPANIES USING GREEN MARKETING

COCA-COLA WALT DISNEY WORLD MCDONALD’S XEROX CANON PHILIPS SHELL

Problems with Green Marketing

• Ensure that their activities are not misleading to consumers or industry

• Do not breach any of the regulations or laws dealing with environmental marketing

• Remember that consumers' perceptions are sometimes not correct

• The environmentally responsible action of today might be harmful in the future

Problems with Green Marketing

• There is difficulty in establishing policies that will address all environmental issues

• Reacting to competitive pressures can cause all to make the same mistake as the leader.

• To reduce costs or increase profits may not force firms to address the important issue of environmental degradation

Suggested Solution

• Employee Awareness Program

• Effective Communication

• Constantly Refine The Product

• Back Up From Top level

Benefits

• Reputation

• Gaining and retaining customers

• Cost savings

• Innovation in products and operations

• Staff Development

Reference

www.treehugger.com www.ecomall.comwww.greenmarketingcorner.comwww.greenpeace.org “Power of Green Lies in Marketers’ Hands”

By Jacquelyn Ottman

September 9, 2008