Green Marketing

GREEN MARKETING

USHERING A NEW ERA OF

INDUSTRIALISATION

PRESENTED BY- SACHIN JAIN

GREEN MARKETING

USHERING A NEW ERA OF

INDUSTRIALISATION

PRESENTED BY- SACHIN JAIN

INTRODUCTION

• Rapid industrialization and technological advancements• Unprecedented growth in the field of science and technology• Irresponsible human activities have taken a toll on the

environment of the earth• Resulted in global warming, dramatic climatic variations

across the world and the melting of polar ice caps.• The present situation has made the marketers think and

come up with a range of products that can satisfy customer needs while balancing the environmental issues.

• This has resulted in the birth of a new kind of marketing called: GREEN MARKETING .

What is green marketing?• Green Marketing is the marketing of products

that are presumed to be environmentally safe

-American Marketing Association

• Green marketing implies marketing products that benefit the environment

-Oxford Dictionary of Business & Management

• Green or Environmental Marketing consists of all activities designed to generate and facilitate any exchanges intended to satisfy human needs or wants, such that the satisfaction of these needs and wants occurs, with minimal detrimental impact on the natural environment

EVOLUTION OF GREEN MARKETING

• Phase I: "Ecological" Green Marketing:f ocus on reducing Environmental Problems & providing Remedies.

• Phase II: "Environmental" Green Marketing : focus on innovations through Clean Technology.

• Phase III "Sustainable" Green Marketing:Focus on preservation of Environment throughSustainable Development.

FACTORS INFLUENCING INDUSTRIES TO OPT FOR GREEN MARKETING

• Social responsibility

• Governmental pressure

• Competitive pressure

• Cost & Profit issues

BENEFITS OF GREEN MARKETING

• Encourages the marketers to develop energy-efficient products

• Encourages the concept of ‘Sustainability’• Helps save money in the long run• Helps companies to develop innovative products• Gives them competitive advantage and favorable

image among consumers.• The employees and consumers feel proud to be

associated with an environmentally responsible company

CHALLENGES FACED BY GREEN MARKETERS

• Misconception that green products or services cost more than conventional options

• Lack of credibility or trust among consumers regarding green or sustainable product claims

SOME MAJOR GREEN MARKETING INITIATIVES

• Global beverages major Coca Cola is planning to become water neutral by 2012.

• Japanese automakers Honda and Toyota have both recently introduced environmentally-friendly models.

• BMW (Spartanburg, USA) meets 65% of its electricity needs by processing Garbage from a nearby Dump.

• GE introduced Diesel locomotives in 2005 that reduced emissions by 40% as compared to the locomotives made in the previous year.

• HP computers has invested heavily in Recycling of Computers & related peripherals.

• NOKIA has started a campaign to recycle mobile phones.

STRATEGIES TO INCORPORATE GREEN PRACTICES

• Adopt new technology/process or modify existing technology/process so as to reduce adverse environmental impact.

• Establish a management and control system to ensure adherence to stringent environmental safety norms.

• Using more environment-friendly raw materials at the production stage itself.

• Exploring possibilities of recycling of the used products.

CONCLUSION

• In order to ensure continued existence of human race on this planet, the marketers as well as consumers will have to assume a more responsible attitude towards the natural forces that support life on earth.

• It is time for manufacturers and marketers to become more responsible and accountable for their actions and devise ways to ensure sustainable growth.

• The legacy of the current generation’s industrial activities should be to hand over a surviving and thriving Mother Earth rather than passing on a dying planet in the hands of our future generations.

• The focus should be on giving back whatever we have taken away from this planet.

GO GREEN