GREEN MARKETING BY P.GNANA SEKHAR REDDY under the guidance of Dr. J. V. Balasubramaniyan, MBA., Ph.D., Professor, Dept of M.B.A.
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GREEN MARKETINGBY
P.GNANA SEKHAR REDDYunder the guidance of
Dr. J. V. Balasubramaniyan, MBA., Ph.D.,Professor, Dept of M.B.A.
IntroductionMarketing of Environmentally safe Products
Minimize negative effects on the physical Environment
Ecological concerns products
Definition“ 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 “
Or
“The marketing of products that are presumed to be environmentally safe”
HistoryThe term Green Marketing came into
prominence in the late 1980s and early 1990s
"Ecological Marketing" in 1975
Power of Green Lies in Marketers’ Hands
Power to restore our environment
Power of green lies in the hands of marketers
Design and promote cleaner products
Why is Green Marketing Important?Limited resources to satisfy world’s unlimited
wants
Looks at how marketing activities utilize these limited resources, while satisfying consumers wants, both of individuals and industry, as well as achieving the selling organization's objectives
Implementing Green Marketing Strategies and Tactics
P’s Of Marketing Mix
• Product• Pricing• Promotion• Placement
…the other ‘P’
• People• Process• Physical Evidence• Packaging
4s of Green Marketing
• Safety of product
• Satisfaction of customer
• Social acceptability of a product
• Sustainability of the product
Need of Green Marketing
On our planet sources are limited and human needs (wants) unlimited
green marketing is important for the firms to utilize the limited resources satisfying the consumer needs as well as achieving the organization’s selling objectives
Reasons why firms are adopting Green Marketing
SOCIAL RESPONSIBILITY
LAWS
COMPETITION
COST REDUCTION
Companies Using Green Marketing
COCA-COLAWALT DISNEY WORLDMCDONALD’SXEROXCANONPHILIPS
Problems with Green Marketing
Ensure that your activities are not misleading to consumers or industry
There is difficulty in establishing policies that will address all environmental issues
The environmentally responsible action of today might be harmful in the future
Problems with Green Marketing
Reacting to competitive pressures can cause all to make the same mistake as the leader.
To reduce costs or increase profits may not force firms to address the important issue of environmental degradation
Suggested Solution Environmentally responsible organizations
should attempt to minimize their waste Organization policy Employee Awareness Program Effective Communication Constantly Refine The Product & ProcessesBack Up From Top level
Benefits Improved environmental quality &
customer satisfactionConsumer value positioningEfficiency and cost effectivenessHealth and safetyGaining and retaining customersInnovation in products and operationsStaff Development
Conclusion Green marketing covers more than a firm's marketing claims.
Firms have a great impact on the natural environment.
Consumers lay too much responsibility on industry and government.
firms alone cannot lead the green marketing revolution.
consumers and industrial buyers have ability to pressure organizations to integrate environmental factor.
Referencewww.treehugger.com www.ecomall.comwww.greenmarketingcorner.comwww.greenpeace.org“Power of Green Lies in Marketers’
Hands”
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