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    Green Marketing

    Uploaded by

    Pankaj Dogra

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    Attribution Non-Commercial (BY-NC)
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    Green Marketing

    Uploaded by

    Pankaj Dogra
    40 views9 pages

    Copyright

    © Attribution Non-Commercial (BY-NC)

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    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    40 views9 pages

    Green Marketing

    Uploaded by

    Pankaj Dogra

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 9

    PRESENTED BY:-

    RAJAT REKHI
    (24-MBA-07)
    OVERVIEW

    • INTRODUCTION.
    • DEFINITION.
    • THE FOUR P’s OF GREEN MARKETING.
    • BENEFITS.
    • LIMITATIONS.
    INTRODUCTION
    • PEOPLE ARE WORRIED.
    Depletion of ozone layer
    • ENVIRONMENTALISM IS A CORE SOCIETAL VALUE.
    Kyoto Protocol and save Ganges project.
    • CITIZENS ARE RESPONDING.
    Reuse of coke bottles and news papers.
    • GREEN PRODUCT SALES SOAR
    “Tree Free” pencils and paper.
    • CHILDREN ARE GREEN.
    Education and Awareness
    • TRADING PARTNERS ARE GREEN
    Recycling a top priority for Xerox, IBM, Hewlett-Packard
    DEFINITION
    • Green marketing involves developing and promoting
    products and services that satisfy your customers’
    wants and needs for quality, performance, affordable
    pricing and convenience without having a detrimental
    impact on the environment.
    • According to the American Marketing Association,
    green marketing is the marketing of products that
    are presumed to be environmentally safe. Thus green
    marketing incorporates a broad range of activities,
    including product modification, changes to the
    production process, packaging changes, as well as
    modifying advertising.
    THE FOUR P’s OF GREEN
    MARKETING
    • PRODUCT • PRICE
     Identify customers’  Most customers will only
    environmental needs and be prepared to pay a
    develop products to premium if there is a
    address these needs. perception of additional
     Develop environmentally product value.
    responsible products to  Environmental benefits
    have less impact than are usually an added
    competitors. bonus but will often be
     McDonalds, for example, the deciding factor
    changed their packaging between products of
    from polystyrene equal value and quality.
    clamshells to paper.  Nilkamal, introduced
    cheap plastic molded
    furniture.
    THE FOUR P’s OF GREEN
    MARKETING
    • PLACE • PROMOTION
     Very few customers will go out Includes paid advertising,
    of their way to buy green public relations, sales
    products merely for the sake of promotions, direct marketing
    it. and on-site promotions.
     Green products, in most cases, Green marketers will be
    positioned broadly in the market able to reinforce
    place so they are not just environmental credibility by
    appealing to a small green using sustainable marketing
    niche market. and communications tools
    and practices.
     In-store promotions and visually
    appealing displays or using For example, many
    recycled materials to companies in the financial
    emphasise the environmental industry like ICICI Bank are
    and other benefits providing electronic
    statements by email.
     Scotch Brite Never Rust wool
    Soap Pads by 3M ;made from
    100% recycled PET plastic.
    BENEFITS
    • MORE PROFITS.
     Use of solar Energy and Recycled raw material.
     For ex; Crane’s "Old Money" and "Denim Blues" Recycled Papers.
    • COMPETITIVE ADVANTAGE
     Rayovac, introduced Renewal brand reusable alkaline batteries.
     Philips Lighting, inventors of compact fluorescent lighting technology.
    • INCREASED MARKET SHARE
     Compaq PC, emblazoned with the Energy Star energy-saving designation.
     Crown paper; carry-out bags and speckled (recycled) napkins at
    McDonald's.
    • BETTER PRODUCTS.
     Energy Efficient AC’s by Voltas and Samsung.
    • PERSONAL REWARDS, TOO
     Better Environment And Less Pollution.
    LIMITATIONS
    • OVEREXPOSURE AND LACK OF CREDIBILITY.
     Printing “100% Recycle";" essentially non-toxic" and
    "biodegradable” but not implementing.
     For ex.; Safe Brands, Sierra Anti-Freeze/Coolant
    • CONSUMER BEHAVIOR.
     Consumer not willing to pay more and dislike of the green
    products features.
     For ex.; GM's EV-1 electric car couldn't stand a chance in
    mainstream markets because of cost and recharging.
    • POOR IMPLEMENTATION.
     Poorly prepared marketing program.
     Lack of education and awareness about the product.
     For ex.; Less preference for Eco-Friendly Batteries of Amaron
    THANK YOU!!!!!!!!!!

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