Transcript
Flow of presentation
• Definition
• Challenges in green marketing
• Evolution of green marketing
• Consumer environmental segments
• Green marketing mix
• Top companies that paint India green
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 products those are manufactured through green
technology and that caused no environmental hazards
are called green products
Indian Green building council, formed by
Confederation of Indian Industry (CII) in the year
2001, is continuously striving towards wider adoption
of eco-friendly / green building concepts in the Indian
Industry.
CHALLENGES IN GREEN MARKETING
1 • Need for Standardization
2 • New Concept
3 • Patience and Perseverance
4
• Avoiding Green Myopia
Need for Standardization
It is found that only 5% of the marketing messages from Gree campaigns are entirely true and there is a lack of standardization to authenticate these claims. There is no standardization currently in place to certify a product as organic. Unless some regulatory bodies are involved in providing the certifications there will not be any verifiable means. A standard quality control board needs to be in place for such labelling and licensing.
International Journal of Innovations in Engineering and Technology (IJIET)
New concept
Indian literate and urban consumer is getting more aware about the merits of green products. But it is still a new concept for the masses. The consumer needs to be educated and made aware of the environmental threats. The new green movements needs to reach the masses and that will take a lot of time and effort. By I dia’s ayurvedic heritage, Indian consumers do appreciate the importance of using natural and herbal beauty products. Indian consumer is exposed to healthy living lifestyles such as yoga and natural food consumption. In those aspects the consumer is already aware and will be inclined to accept the green products.
Patience and Perseverance
The investors and corporate need to view the
environment as a major long-term investment
opportunity, the marketers need to look at the
long-term benefits from this new green
movement. It will require a lot of patience and
no immediate results. Since it is a new
concept and idea, it will have its own
acceptance period.
Avoiding Green Myopia
The first rule of green marketing is focusing on customer
benefits i.e. the primary reason why consumers buy certain
products in the first place. Do this right, and motivate
consumers to switch brands or even pay a premium for the
greener alternative. It is not going to help if a product is
developed which is absolutely green in various aspects but
does not pass the customer satisfaction criteria. This will lead
to green myopia. Also if the green products are priced very
high then again it will lose its market acceptability.
Contd...
• Green marketing encourages green
products/services, green technology, green
power/energy; a lot of money has to be spent
on R&D programmes. Thus practicing green
marketing initially will be a costly affair.
Contd...
• The customers may not believe in the firms strategy of Green marketing, the firm therefore should ensure that they convince the customer about their green product, this can be done by implementing Eco-labelling schemes. Eco-labelling schemes offer its approval to e viro e tally less har less products have
been very popular in Japan and Europe. In fact the first eco-label programme was initiated by Germany in 1978.
Contd...
• Initially the profits will be very low since
renewable and recyclable products and green
technologies are more expensive. Green
marketing will be successful only in long run.
• Many customers may not be willing to pay a
higher price for green products which may
affect the sales of the company.
Google Trends reports that “green marketing” originated from India than from any other country
RANK COUNTRY
1 INDIA
2 UK
3 US
4 THAILAND
5 AUSTRALIA
6 CANADA
7 CHINA
First phase
"Ecological" green marketing and during this
period all marketing activities were concerned
to address environment problems and provide
remedies for environmental problems.
Second phase
"Environmental" green marketing and the focus
shifted on clean technology that involved
designing of innovative new products, which
take care of pollution and waste issues.
Consumer Environmental Segments
• True blue greens (30%)
• Greenback Greens (10%)
• Sprouts (26%)
• Grousers (15%)
• Apathetic (18%)
True blue greens (30%)
True Blues are the environmental leaders and
activists. They are characterized by a strong
knowledge of environmental issues. They are
more likely than the average consumer to
engage in environmentally conscious
behaviour, such as recycling
Greenback Greens (10%)
Greenbacks do not have the time or inclination
to behave entirely green. However, they are
more likely to purchase green.
Sprouts (26%)
Sprouts are environmental fence sitters. They
feel some environmental issues are worth
supporting, but not others. They will purchase
an environmentally conscious product, but
only if it meets their needs.
Grousers (15%)
Grousers believe that their individual
behaviour cannot improve environmental
conditions. They are generally uninvolved and
disinterested in environmental issues.
Apathetic (18%)
Apathetic are not concerned enough about the
environment to do anything about it. They
also believe that environmental indifference is
mainstream.
Top Companies that Paint India Green
1. Suzlon Energy
The world's fourth largest wind-turbine maker is among the greenest and best Indian companies in India. Tulsi Tanti, the visionary behind suzlon, convinced the world that wind is the energy of the future and built his factory in Pondicherry to run entirely on wind power. Suzlori's corporate building is the most energy
efficient building ever built in India .
2. ITC Limited
ITC strengthened their commitment to green technologies by introducing 'ozone treated elemental chlorine free' bleaching technology for the first time in India. The result is an entire new range of top green products and solutions: the environmentally friendly multi-purpose paper that is less polluting than its traditional counterpart.
3. Tata Metallic's Limited(TML)
Every day is Environment Day at TML, one of
the top green firms in India. A practical
example that made everyone sit up and take
notice is the company's policy to discourage
working on Saturdays at the corporate office.
Lights are also switched off during the day
with the entire office depending on sunlight
4. (TNPL)Limited
Adjudged the best performer In the 2009-2010
Green Business Survey, TNPL was awarded the
Green Business Leadership Award in the Pulp and
Paper Sector. The initiatives undertaken by this
top green firm in India includes two Clean
Development Mechanism projects and a wind
farm project that helped generate Carbon
Emission Reductions earning Rs. 17.40 Crore.
5.GREEN IT PROJECT: STATE BANK OF INDIA (SBI)
By using eco and power friendly Equipment in its 10,000 new atms, the
Banking giant has not only saved power Costs and earned carbon credits,
but also Set the right example for others to follow. Sbi is also entered into
green service Known as gree channel cou ter . Sbi Is providing many
services like; paper less Banking, no deposit slip, no withdrawal Form, no
cheques, no money transactions Form all these transaction are done
through Sbi shopping & atm cards. State bank of India turns to wind
energy to reduce Emissions. The wind project is the first Step in the state
bank of India's green Banking program dedicated to the Reduction of its
carbon footprint and Promotion of energy efficient processes, among the
bank's clients.
The 2011, top 10 Green Brands in India are:
1. AMUL
2. Dabur India ltd.
3. Infosys
4. Taj Hotels
5. Britannia Industries ltd.
6. Suzlon India
7. Hindustan Unilever Ltd.
8. Wipro technologies ltd.
Contd...
9. Maruti Udyog ltd.
10. Godrej Consumer Products
INTERNATIONAL JOURNAL OF SOCIAL SCIENCES & INTERDISCIPLINARY RESEARCH
Conclusion
From the above, conclude that Green
marketing is not going to be an easy concept.
The firm has to plan and then carry out
research to find out how feasible it is going to
be. Green marketing has to evolve since it is
still at its infancy stage. Government and
Social organizations may compel all the
organization to practice Green Marketing for
sustainable development.
REFERENCES
• www.ajms.co.in
• www.borjournals.com
• www.ssijmar.in
• www.ijsrm.in
• Indianresearchjournals.com
• www.google.com
• www.skirec.com
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