GREEN MARKETING

WHAT IS GREEN MARKETING

American Marketing Association

“Green marketing is the marketing of products that are presumed to be environmentally safe.”

WHAT IS GREEN MARKETING

Oxford Dictionary of Business & Management

“Green marketing implies marketing products that benefit the environment”

HISTORY

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

• The American Marketing Association (AMA) held the first workshop on "Ecological Marketing" in 1975.

• The proceedings of this workshop resulted in one of the first books on green marketing entitled "Ecological Marketing"

Framework of Green Marketing

Ecological Marketing

Green/ environmental marketing

The Green Marketing Mix

Product Price

Place Promotion

Examples of Companies practicing Green marketing

BUREAU OF ENERGY EFFICIENCY

• The Bureau of Energy Efficiency is an agency of the Government of India, under the Ministry of Power created in March 2002 under the provisions of the nation's 2001 Energy Conservation Act.

Formation March 1, 2002(10 years ago)

Type Autonomous Government Agency

Legal status Constituted by Energy Conservation Act, 2001.

Purpose/focus Development of policies and strategies, with an emphasis on self-regulation and market principles under the Energy Conservation Act, 2001.

Headquarters SEWA Bhavan

Location R. K.Puram, New Delhi – 110066

Region served India

Official languages HindiEnglish

Parent organization Ministry of Power

Website http://www.bee-india.nic.in/

Objectives

• The Broad objectives of BEE are as follows:

• To exert leadership and provide policy recommendation and direction to national energy conservation and efficiency efforts and programs.

• To coordinate energy efficiency and conservation policies and programs and take it to the stakeholders

Objectives

• To establish systems and procedures to measure, monitor and verify energy efficiency results in individual sectors as well as at a macro level.

• To leverage multi-lateral and bi-lateral and private sector support in implementation of Energy Conservation Act and efficient use of energy and its conservation programs.

• To demonstrate delivery of energy efficiency services as mandated in the EC bill through private-public partnerships.

• To interpret, plan and manage energy conservation programs as envisaged in the Energy Conservation Act

Regulatory role• Develop minimum energy performance standards and labeling

design for equipment and appliances• Develop specific Energy Conservation Building Codes• Activities focusing on designated consumers• Develop specific energy consumption norms• Certify Energy Managers and Energy Auditors• Accredit Energy Auditors • Define the manner and periodicity of mandatory energy audits • Develop reporting formats on energy consumption and action

taken on the recommendations of the energy auditors

Promotional role• Create awareness and disseminate information on energy

efficiency and conservation • Arrange and organize training of personnel and specialists in

the techniques for efficient use of energy and its conservation• Strengthen consultancy services in the field of energy

conservation • Promote research and development • Develop testing and certification procedures and promote

testing facilities• Formulate and facilitate implementation of pilot projects and

demonstration projects

Promotional role• Promote use of energy efficient processes, equipment, devices

and systems• Take steps to encourage preferential treatment for use of

energy efficient equipment or appliances • Promote innovative financing of energy efficiency projects• Give financial assistance to institutions for promoting efficient

use of energy and its conservation• Prepare educational curriculum on efficient use of energy and

its conservation • Implement international co-operation programmes relating to

efficient use of energy and its conservation

SECTOR• Aluminum Sector• Cement Sector• Chemical Sector• Coalmine Sector• Fertilizer Sector• Furnaces Sector• HVAC Sector• Automobile Sector• Petrochemical Sector• Steel Sector• Textile Sector

BEE Labels

Projects by BEE

SIDBI and BEE are working as co-implementing agencies for preparing a World Bank-funded project titled ‘Financing energy efficiency at

MSMEs’

Green Marketing and Energy Efficiency

Phillips's "Marathon" CFL light bulb

Car sharing services

Electronics sector

Products & Services

Introduction of CNG in Delhi