GREEN MARKETING Introduction Green marketing is defined as “Environmental considerations integrated in all aspects of marketing”.

GREEN MARKETING

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Introduction

Green marketing is defined as “Environmental considerations integrated in all aspects of marketing”. By-‘Jacquelyn A Ottman’

Author of “GREEN MARKETING : Opportunity for innovation”

The term also defined as “All activities designed to generate and facilitate any exchange intended to satisfy human needs and wants such that these requirements meet with minimal detrimental input on the national environment”. By- ‘Michael J Polonsky ‘

Author of Books on “Environment and Green Marketing”

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WHY GREEN MARKETING?

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CONT.

There is growing interest among the consumers all over the world regarding protection of environment.

Worldwide evidence indicates people are concerned about the environment and are changing their behavior.

As a result of this, green marketing has emerged which speaks for growing market for sustainable and socially responsible products and services.

Opportunities or competitive advantage. Corporate social responsibilities (CSR). Government pressure. Competitive pressure.

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REQUIREMENTS The production process is compatible with ecosystem

It is compatible with the goals of company.

It satisfies the consumers

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Evolution Of The Concept:

According to Peattie (2001), there are 3 phases :-

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Benefits Of Going Green:

Environmental benefits

Social benefits

Business Benefits Sustained long-term growth with profitability. Saves money in the long run. Accessing the new markets. Feeling of pride and responsibility.

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Rules Of Green Marketing:

Create awareness among customers about environmental issues.

Make the customers feel different by being eco friendly.

Believe that by practicing it, they will be helping the environment & mankind.

Make efforts to lower the difference between the benefits & pricing of green products v/s non green alternatives.

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Go Green

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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 .www.paperhint.com

Ginsberg and Bloom :Company classification

Lean Green- These companies adopt the green practices but they do not focus to publicise these initiatives.

Defensive Green-This kind of marketer use green marketing as a precaution to avoid the crisis situation or to counter the competition..

Shaded Green- The companies those adopt shaded green strategy invest in long-term, environmentally friendly processes that require a significant

financial and nonfinancial dedication. Extreme Green- Extreme green adopt green marketing mix in the holistic

manner.

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Green Initiatives In India Wipro Infotech (Green It):India's first company to launch environment friendly computer peripherals.

Delhi Transport Corporation: Introduced low floor compessed natural gas (CNG) buses.

Oil and Natural Gas Corporation Ltd (ONGC): India’s largest oil company, has introduced energy-efficient Mokshada Green Crematorium, which saves 60 to 70% of wood and a fourth of the burning time per cremation.

Reva:India’s very-own Bangalore-based company was the first in the world to commercially release an electric car.

Honda India Introduced its Civic Hybrid car.

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Other Green Initiatives

ITC :Introduced Paperkraft, a premium range of eco-friendly business paper.

IndusInd Bank:Installed the country’s first solar-powered ATM and thus brought about an eco-savvy

change in the Indian banking sector.

Suzlon Energy:Manufactures and markets wind turbines, which provide an alternative source of

energy based on wind power. This green initiative taken by the company is extremely important for reducing the carbon footprint.

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Green Initiatives Across GlobeMcDonald's using recycled paper

Hewlett-Packard (HP) promised to cut its global energy uses by 20%.

Philips “super long life” bulb.

Canon introduced recycled photocopier paper.

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General Electric announced investment of $10 billion over the next five years in Ecomagination, the green-focused research and development program which began in 2005

General Electric

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Setbacks During Green Initiative:

There is very less uptake of solar batteries and equipments (cooker etc).

Recently launched Samsung solar mobile Guru is not finding foot in market due to inconvenience in solar charging.

Battery operated LG TV failed in Indian market to due to sound quality.

Very less consumption of CFL bulbs due to high cost.

Consumption of plastic bags is very high in both rural and urban sector etc.

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Challenges in Green Marketing:

Need for Standardization

Costly technology

Green myopia

New concept

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Integrated Approach To Green Environment

ENVIRONMRNT

CONSUMERCONSUMER

Gre

en

Green

Green

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Green products:

There is no widespread agreement on what exactly makes a product green.Some general guidelines include that a green product:

Do not present a health hazard to people or animals.

Is relatively efficient in its use of resources during manufacture, use and disposal.

Does not incorporate materials derived from endangered species or threatened environments.

Does not contribute to excessive waste in its use or packaging

Does not rely on unnecessary use of cruelty to animals.

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Green Products

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Conclusion Green marketing helps in the effective outcomes like cost cutting, employee satisfaction, waste minimisation, society welfare for the companies as well for society also.

Green products and services not only help tackle pertinent environment issues but make genuine business sense. Over the next five years, this is only going to intensify.

With a comparably limited number of Green products and services currently on the market, firms that act quickly to capitalise on this growing trend will reap significant rewards.

Only thing required is the determination and commitment from the all the stakeholders of the companies. It is the right time to adopt the concept of sustainable development in the marketing mix of the companies and integrate them to save the planet from the upcoming risk.

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“We do not inherit the earth from our ancestors, we borrow it from our children.” Native American Proverb

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