green marketing - raj edicos

Prepared by :Rajat Sharma

In recent years the term green marketing have come to prominence and reflects growing concern of increase in exploitation of our environment.

The implications of the destruction of the forests , the appearance of ‘ holes ‘ in the ozone layer etc have created a wave concern about the destruction of our environment.

Therefore many consumers are in favour ofeco-friendly products .This has also createdimpact on marketing .

 Green marketing refers to the process of selling products or services based on their environmental benefits.

Such a product or service may be environmentally friendly in itself or produced or packaged in an environmentally friendly way.

Many manufacturers have recognized environmental concerns as a source of competitive advantage and have developed products with a green image .

Macdonald’s have stopped

packaging

their hamburgers etc in

polystyrene containers and

now use cardboards which

comes from a renewable

resource and is

biodegradable

or recyclable .

REQUIREMENTS

The production process is compatible with ecosystem.

It is compatible with goals of the company.

It satisfies the consumers.

ECO LABELLINGEco label is an environmental claim that appears on the packaging of a product .It is awarded to a manufacturer by an appropriate authority. ISO 14020 is a guide to the award of Eco-labels.

The government of India launched an Eco-mark Scheme in 1991 to increase consumer awareness in respect of environment friendly products.The aim of the scheme is to encourage the customers to purchase those products which have less harmful environmental impact.

Examples of eco Product In India :

Eco labeling leads to

Improvement of image and sales of products

Manufacturer’s being more accountable to environmental impacts.

Consumer’s awareness that their choice of product do affect the environment as some products are less damaging to environmental than others

• 3 stages led to award of eco-mark in India

• The Steering Committee of the MEF determines the product categories for coverage under the scheme and to formulate strategies for future developments of the scheme.

• The second stage is the identification of specific products to be selected and the individual criteria to be adopted by the Technical Committee of CPCB.

• In the third stage the Bureau of Indian Standards (BIS) is to certify the product and formulae contract with the manufacturer allowing use of eco-mark.

OPERATON OF ECO-MARK SCHEME OF GOVERNMENT OF INDIA :

1. Soaps and detergents2. Wood substitutes3. Cosmetics4. Rubber5. Plastic product6. Textiles7. Fire extinguisher8. Leather9. Paper10.Food items11.Lubricating oils12.Packaging materials13.Paints14.Batteries15.Electrical / electronic goods16.Food addition

Thank you

: Rajat Sharma