GREEN MARKETING

By SOHAM PRADHANEMBA 2015-16UEMF15027

INTRODUCTION :According to American Marketing Association ( AMA) :

Phase -1 :ECOLOGICAL MKTG

Phase -2 : ENVIRONMENTAL MKTG

Phase-3 :SUSTAINABLE MKTG

1. RETAILING 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 : Product

Reduction 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 Tops• Free from carcinogenic materials such as PVC and

BFRs

GREEN MARKETING : Price

A 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 saved

13 Million Jeans made(Levis San Francisco, March 22,2012)

http://store.levi.com/waterless/external/flash/index.html

GREEN MARKETING : 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.

Managing logistics to cut down on transportation emissions.

STRATEGY : TO SELL LOCALLY GROWN RAISED and PRODUCED

GREEN MARKETING : Rules

Jacquelyn Ottman (2010) has provided 5 simple Rules of Green Marketing :

1. Know your customer

2. Empower Consumers

3. Be Transparent

4. Reassure the buyer

5. Consider your pricing

GREEN MARKETING SEGMENTS By Ottman ( 1998)

CONSUMERS

LIGHT GREEN DARK GREEN

RESOURCE CONNSERVERS

HEALTH FANATICS

ANIMAL LOVERS

OUTDOOR ENTHUSIAS

T

BROWN

GREEN MARKETING : CHALLENGES

1. New Concept

2. Huge Capital Investment

3. Consumers are not aware of Green Products or unable to identify it

4. To sustain confidence of stake holder

5. Avoiding Green Myopia.

GREEN WASHING It 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

Sin of hidden trade off

Sin of no proof

Sin of vagueness

Sin of irrelevance

Sin of lesser of two evil

Sin of fibbing

Sin of worshipping false label

If you paint it green is it really green ?

ADM

GREEN MARKETING : ECO LABEL Eco 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 :

1. AUTHENTIC

2. COMMITED

3. SHOULD HAVE A PROGRAMMED APPROACH

“Green Marketing is not about making things green ( Green Washing), its about making Green Stuff Normal “.

REFRENECE :1. 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.html

www.greenbiz.com/blog/2014/01/14/five-strategies-avoid-taint-greenwash-your-business http://store.levi.com/waterless/ www.wholefoodsmarket.com/local www.ecolabelindex.com/ecolabels/?st=country,in www.indiaenvironmentportal.org.in/media/iep/infographics/Green%20Brands%202014/index.

html www.naturalnews.com/024756_antibiotic_antibiotics_USDA.html#