marketing ppt a div 31-36 final

8/3/2019 Marketing Ppt a Div 31-36 Final

1/27


2/27


3/27

WHAT IS GREEN MARKETING?WHAT IS GREEN MARKETING?

Otherwise known as EnvironmentalOtherwise known as Environmental

Marketing, Ecological Marketing orMarketing, Ecological Marketing or

Eco-MarketingEco-Marketing


4/27

EvolutionEvolution

The 3 long phases of the Evolution: Ecological phase

Environmental phase Sustainable Phase of Green Marketing


5/27

MEANING In simple terms it refers to

the process of selling

products and/or services

based on their environmental

benefits

Such a product may beenvironmentally friendly in

itself or produced and/ or

packaged in an environment

friendly way.


6/27

DEFINITION

"Green or Environmental Marketing consists of all"Green or Environmental Marketing consists of allactivities designed to generate and facilitate anyactivities designed to generate and facilitate anyexchanges intended to satisfy human needs orexchanges intended to satisfy human needs or

wants, such that the satisfaction of these needs andwants, such that the satisfaction of these needs andwants occurs, with minimal detrimental impact onwants occurs, with minimal detrimental impact on

the natural environment."the natural environment."


7/27

EXAMPLESEXAMPLES

Energy-efficient light bulbsEnergy-efficient light bulbs

Energy-efficient carsEnergy-efficient cars

Energy from renewable sources of energy suchEnergy from renewable sources of energy suchas windmills and solar poweras windmills and solar power

Cleaning supplies that do not harm humans orCleaning supplies that do not harm humans or

environmentenvironment


8/27

Why Green Marketing?Why Green Marketing?

Resources are limited and human wants areResources are limited and human wants are

unlimitedunlimited

Growing concern among the consumers allGrowing concern among the consumers all

over the world regarding protection ofover the world regarding protection of

environment.environment.


9/27

Green Marketing Ideas.Green Marketing Ideas.

PackagingPackaging

Fuel savings, advertisingFuel savings, advertising

Building materialsBuilding materials

Manufacturing processesManufacturing processes


10/27

Generally terms like Phosphate Free,Generally terms like Phosphate Free,

Recyclable, Refillable, Ozone Friendly, andRecyclable, Refillable, Ozone Friendly, and

Environmentally Friendly are some of theEnvironmentally Friendly are some of the

things consumers most often associate withthings consumers most often associate with

green marketing.green marketing.


11/27

Benefits of Green MarketingBenefits of Green Marketing

Companies that develop new and improvedCompanies that develop new and improved

products and services with environment inputsproducts and services with environment inputs

in mind give themselves access to newin mind give themselves access to new

markets, increase their profit sustainability,markets, increase their profit sustainability,

and enjoy a competitive advantage over theand enjoy a competitive advantage over the

companies which are not concerned for thecompanies which are not concerned for the

environment.environment.


12/27

REASONSREASONS

Organizations perceive environmental marketing to be an opportunity thatOrganizations perceive environmental marketing to be an opportunity thatcan be used to achieve its objectivescan be used to achieve its objectives

Organizations believe they have a moral obligation to be more sociallyOrganizations believe they have a moral obligation to be more socially

responsible. Governmental bodies are forcing firms to become moreresponsible. Governmental bodies are forcing firms to become more

responsible.responsible.

Competitors' environmental activities pressure firms to change theirCompetitors' environmental activities pressure firms to change their

environmental marketing activities.environmental marketing activities.

Cost factors associated with waste disposal, or reductions in materialCost factors associated with waste disposal, or reductions in material

usage forces firms to modify their behavior.usage forces firms to modify their behavior.


13/27

Adoption of Green MarketingAdoption of Green Marketing

There are basically five reasons for which a marketer shouldThere are basically five reasons for which a marketer shouldgo for the adoption of green marketing. They are -go for the adoption of green marketing. They are -

Opportunities or competitive advantageOpportunities or competitive advantage

Corporate social responsibilities (CSR)Corporate social responsibilities (CSR) Government pressureGovernment pressure

Competitive pressureCompetitive pressure

Cost or profit issuesCost or profit issues


14/27

Green Marketing MixGreen Marketing Mix

ProductProduct

PricePrice

PromotionPromotion PlacePlace


15/27

Green WashingGreen Washing

The term The term green washinggreen washing refers to all industries that adopt refers to all industries that adopt

outwardly green acts with an underlying purpose to increaseoutwardly green acts with an underlying purpose to increase

profits.profits.

The primary objective of green washing is to provideThe primary objective of green washing is to provide

consumers with the feeling that the organization is taking theconsumers with the feeling that the organization is taking the

necessary steps to responsibly manage its ecological footprint.necessary steps to responsibly manage its ecological footprint.

In reality, the company may be doing very little that isIn reality, the company may be doing very little that is

environmentally beneficialenvironmentally beneficial
http://en.wikipedia.org/wiki/Greenwashhttp://en.wikipedia.org/wiki/Greenwashhttp://en.wikipedia.org/wiki/Greenwash


16/27

ETHICS IN MARKETING

BY: SACHIN. NRAHUL. A


17/27

WHAT IS ETHICS?

Ethics are the moral principles and values that

govern the actions and decisions of an individual or

group. They serve as guidelines on how to act

rightly and justly when faced with moral dilemmas.

Right ? Wrong ?


18/27

DEFINITION OF MARKETING ETHICS

Marketing ethics is the area of applied ethics

which deals with moral principles behind the

operation and regulation of marketing.


19/27

NORMS & VALUES..

Responsibility of the marketer

Honesty, Integrity and Quality

Avoiding harmful marketing

Embrace ethical values

Organizational relationships


20/27

ETHICAL DECISION MAKING

Recognize an Ethical Issue

Get the Facts

Evaluate Alternative Actions

Make a Decision and Test It

Act and Reflect on the Outcome


21/27

BENEFITS OF ETHICAL MARKETING

It pays.

You build trust.

You make more money.You build more relationship with people whose

lives you are making better.

You are happy because you made others happy.


22/27

Ambush Marketing

By: Sachin. PSachin. K


23/27

What is Ambush Marketing?

History and meaning of the word:- The word "ambush"as used in the expression ambush marketing, means"an attack from a hidden position" and is derived fromthe old French verb embuschier, having the meaning"to place in a wood. The term "ambush marketing" wascoined by the famous marketing strategist Jerry Welsh.

Definition:- A planned effort (campaign) by an

organization to associate itself indirectly with anevent in order to gain at least some of therecognitions and benefits that are associated

with being an official sponsor.


24/27

Techniques

Sponsoring media coverage of the event(including broadcast) and/or purchasing

advertising in and around broadcast. Sponsoring subcategories within the event and

exploiting this investment aggressively.

Engaging advertising space that are close to theevent.

Sponsoring individual teams. Etc..


25/27

Example?

FIFA World Cup 2010:

Adidas was one of the official sponsorsof 2010 FIFA World Cup held in SouthAfrica. Adidas bagged the sponsorshipby beating their closest rival NIKE.


26/27

Impacts of Ambush marketing

Increasing cost of sponsorships: The increasing cost ofsponsorships has also increased sponsor's emphasis on return-on-investment. If sponsored events do not give exclusivity, the sponsor'sinterest on sponsorship property will be lost and the damage will extendto the whole sponsorship market. When a company engages in ambushmarketing the exclusivity intended to be conferred through sponsorshipto a sponsor is lost. corporate sponsorship is one of the biggest money-spinning sources of revenue for the event organizers, the loss insponsorship value will affect the financial strength of an event organizer.

Transgression on the intellectual property rights: Even whenthe ambush marketers are not making any direct references to theprotected intellectual property rights, they do attempt to capitalize onsuch hard earned goodwill from an event. Direct and indirect referencesto the event symbol or the event itself are just different means forachieving illegal transgression on the rights of event organizers.Moreover, sponsors cannot get the return they anticipated.

Brings bad name to the company going for Ambushmarketing.


27/27

marketing ppt a div 31-36 final

Documents