Green marktng

Green marketing Opening of green ecofriendly restaurant

Indian Institute of Plantation management

Presented by Kangkan Pratim Dutta

12PGDM24

What is green marketing• Process of production, selling or services on their

environmental benefits

• According to the American Marketing Association, green marketing is the marketing of products that are presumed to be environmentally safe

• Companies based on green marketing makes decision relating to entire process of the company-

Processing Packaging Distributing

Green marketing continues...• Green marketing companies seek to go above and beyond traditional

marketing by promoting environmental core values

• Engaging in these sustainable activities can lead to creating a new product line that caters to a new target market.

• Also known as sustainable marketing, environmental marketing or ecological marketing

Objectives

• To identify the customers to fulfill their needs

• To create awareness about the ecological process and environment, sustainable, green marketing process

• To educate the customers

Objectives continues…

• To avoid the wastage of resources

• To utilize maximum in an effective manner in a cycle process

• To tell the truth and generating hype regarding a brand

Why green marketing?• Opportunities or competitive advantage.•Corporate social responsibilities(CSR).•Government pressure.•Competitive pressure.•Cost or profit issues.

Green marketing in Indian Context

The Indian Govt. has develop no. of legislation to reduce the production and marketing of harmful goods and by-products.

Factories Act.1948Motor vehicle Act. 1988Environment(protection) Act. 1986Air prevention and control of pollution Act.1987Water Act.1974

Green Isle(our green restaurant)

Our principles

• 4ps of Green Marketing

A. GREEN PRODUCT: As per customer demand Environment friendly Products made from recycled or used materials Eco products not only save water, energy and

money, but also reduce harmful effects on the environment

B. Green Price

• Green pricing takes into consideration of the people, planet and profit means-

Taking care of customers health and ensures efficient productivity

Slightly high price but affordable price menu. Value can be added to it by changing its appearance,

functionality and through customization For example- we have start buying jute bags instead

of polythene bags

C. Green Place

• Green place is about managing logistics to cut down on transportation emissions, thereby in effect aiming at reducing the carbon footprint

• Therefore using CNG vehicles, Electric Bikes etc.

D. Green promotion

• Introduced environmental-friendly papers for billings which are free of elemental chlorine

• Green plants and climbers in the restaurant

• Using fluorescent lamps and solar lights

• Even we named it as Green Isle, which symbolizes green

STP for Green Restaurant

• Segmenting the market on the basis of customers who are green conscious and eco-friendly.

• Food items are ideal for all age groups. • We believe on customer satisfaction so we

customize our food products as per customer specification.

• As we maintain green standards so our price menu is slightly higher then ordinary restaurant but affordable.

The interior part…

• FAUCET: Introduced inexpensive faucet accessory that adds

air to the water stream can drastically cut water consumption.

Containers

• Replaced Styrofoam take out containers with eco-friendly corn based containers

Roof top solar electricity

It is a solar electric system, which covers our rooftop. It adds about 13.8 mega watt hours of electricity annually for the restaurant, saving lots of energy!

Eco-Friendly Lighting

• We have replaced all of our incandescent lights with fluorescent, which are known to outlast up to 13 incandescent bulbs, consuming far less energy.

Eco friendly menu card

• These are made with soft linen clothes

• Eco friendly

Eco friendly floorings

• Environment friendly and sustainable• Made of woods

Green Supply Chain Management In Restaurant

Procurement of organic vegetables from our

own plantations.

Bio-degradable containers used for packaging.

Vehicles used for logistics purpose are operated in CNG (Compressed natural gas).

Cold storage facility using HFC-free refrigeration technology.

We undertake orders for home delivery, for delivery purpose we use electric bikes.

IT’s OUR GREEN KITCHEN.............

STARTING WITH ORGANIC VEGETABLES........................................................

......SPECIALITY OF OUR VEG KITCHEN.......• ALL THE KITCHEN APPLIANCES THAT ARE USED ARE ENERGY STAR ACCREDITED...... LIKE DISH WASHERS,REFRIGERATORS etc...........

• WE FOLLOW ONE FUNDA AS PER INDIAN ARMY.................................................

“TAKE WHATEVER YOU EAT......EAT WHATEVER YOU TAKE”. IN SHORT

“NO WASTAGE”

.TO MAINTAIN THE CUSTOMER SATISFACTION ABOUT SANITATION PERSPECTIVE IN MIND WE DECIDED

“ TO KEEP OUR KITCHEN TRANSPARENT ”

......OTHER FEATURES......• THE FOOD IS SERVED ON BANANA LEAF........................ENHANCES TASTE

......REDUCES WASTE...............MAINTAINS TRADITIONS...............

• THE FRUIT and VEGETABLE PEELS ARE NOT THROWN BUT ARE SERVED AS SOUPS.• THE PLASTICS WE DO RECIEVE INSPITE OF OUR TREMENDOUS EFFORTS ARE

SEND TO RECYCLING CENTRES.............................

. Traditional Recycled Kitchen Tables and Chairs - When it comes to traditional recycled kitchen tables, you should be thinking about wood and plastic. It is very possible to be a part of the recycling world by buying kitchen tables that used to be old soda bottles or milk jugs. Also, old wood products are being broken down more often to be made into new tables. When you purchase these items not only are you not taking new materials from the environment, but you are also promoting the companies that have taken the

incentive to use old materials to make something new. . ECO FRIENDLY UTENSILS-- We have also tried to use eco friendly as much as

possible, these eco friendly products are derived from bamboo and recycled plastics .

..................WATER AND SINK............

• THE SINK– The sink which we are using for washing vegetables is itself recycled. A recycled sink is the newest eco-bathroom design trend. Copper bathroom sinks are recycled and re-purposed from other copper products, then melted down and purified into its original pure elemental state. Copper sinks are designed to maintain their gorgeous look through decades of use, and they’re 100 percent recyclable. It is generally removable at the top.

• THE RINSED WATER-- A removable sink is usually a simple plastic attachment you set right inside of your normal sink. When you rinse vegetables or dishes, it collects the water. After you are done, simply lift it out of your sink by the handles, take it wherever you need the water and release the plug at the bottom.

• PACKING BAGS– RECYCLED PAPER BAGS,DEGRADABLE POLYETHENES-- A degradable plastic is such that degrades when exposed to micro organisms, heat and sunlight. It consists of degradable additives.

Thank you