GREEN MARKETING Presented by: Mr NAWAZ FINAL YEAR BSC.(Agri)
WHAT?
Marketing of products which are environmentally safe or environment friendly and energy efficient.• Also known as environmental
marketing or ecological marketing.
General Information
• The Word came in to existence in early 1990s.
• First started in US.• First efforts made by various
organizations to protect environment.• 12% consumer of US are green
consumer.• Approx. 26 billion USD green product
are sold every year.
WHY?
• Safe for environment• Energy efficient• Easy disposal• Healthy• Increase greenness• Public pressure• Govt. pressure• Global warming• Decrease in forest
The “Green Marketing MIX”
• The product mix of green marketing consists of 4p’s of marketing with 3p’s of social marketing.
• 4p’s: Product, Price, Place & promotion
• 3p’s: Public, Partnership & Policy
The “Green Marketing MIX”
• Product: Eco-friendly product, should protect environment
• Price: In general high price• Place: ecological packing,
marketing local & seasonal product
• Promotion: promotion should be certified under ISO 14000
The “Green Marketing MIX”
• People: Involvement of both consumer & employee.
• Partnership: Costly affair , required involvement of groups of organization.
• Policy: Different policies has to be adopt for social marketing.
HOW?
• Know your customer.• Educating customer.• Being genuine.• Reassure the buyer.• Consider your pricing.• Let the customer participate.• Satisfaction of wants.
Benefits
• Healthy products• Prevent soil degradation• Increased life expectancy• Enhance environmental
awareness• Protecting environment
Benefits
• Protecting various animal species • Save energy• Less pollution• Recycling of products• Improves agriculture
Best example are……
• Whirlpool introduced CFC free Refrigerators.
• Introduction of LED bulb.• CNG used in vehicles.• Jute bags used by various
companies.• Energy efficient products introduced
by various organization like 5 star rating electrical equipment's.
Complications
• Difficult to develop eco-friendly products
• High cost of product• Promotion problem• Awareness problems• False claims• Costly affair for organization
• People are more attracted towards foreign products.
• And most companies are not importance to producing herbal products.
• People are not aware of the importance of the Green Marketing.
• Green Marketing product prices are very high.
Why Green Marketing is not popular in India?
16
Conclusion
• Green Marketing is best as it offers…..
Consumer satisfaction as well as saves energy, eco-friendly product & does not pollute environment.
Also create awareness among public to save the world.