54213479 green marketing ppt new

8/4/2019 54213479 Green Marketing Ppt New

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GREEN MARKETING :

•Yes, green marketing is a golden concept.

• As per Mr. J. Polonsky, green marketing can be definedas, "All activities designed to generate and facilitate any

exchange intended to satisfy human needs or wants suchthat satisfying of these needs and wants occur withminimal damaging input on the national environment.“

•Green marketing involves developing and promoting

products and services that satisfy customer's want andneed for Quality, Performance, Affordable Pricing andConvenience without having a unfavorable input on theenvironment.



GREEN MARKETING

It is the marketing of products that

are assumed to beenvironmentally safe.



Evolution of Green Marketing :

The green marketing has evolved over a period of time.

According to Peattie (2001), the evolution of greenmarketing has three phases.

First phase was termed as "Ecological" green marketing,and during this period all marketing activities wereconcerned to help environment problems and provideremedies for environmental problems.

Second phase was "Environmental" green marketing andthe focus shifted on clean technology that involveddesigning of innovative new products, which take care ofpollution and waste issues.

Third phase was "Sustainable" green marketing. It came



Why Green Marketing?

Proper utilization of resources:.(As resource are limited & wants are unlimited.)

Interest of customers towards environment.

Benefits of Green Marketing :

Invention of new products &services.

Increase their profit sustainability., and

Enjoy a competitive advantage over the companies which

are not concerned for the environment.



Adoption of Green Marketing

There are five reasons for which a marketer should go forthe adoption of green marketing. They are –

Opportunities or competitive advantage Corporate social responsibilities (CSR)

Government pressure

Competitive pressure

Cost or profit issues



Organizations recognize environmental marketing to bean opportunity that can be used to achieve itsobjectives.

Organizations believe that have a moral obligation tobe more socially responsible.

Governmental bodies are forcing firms to become moreresponsible.

Competitor's environmental activities pressure firms tochange their environmental marketing activities.

Cost factors associated with waste disposal orreductions in material usage forces firms to modify theirbehavior.



Example…..

Macdonald’s have stopped packing their

hamburgers etc in polystyrene containers and

now use cardboards which comes from arenewal resource and is biodegradable orrecyclable.



Role of Government:

Government regulations relating to environmentalmarketing are designed to protect consumers inseveral ways.

Reduce production of harmful goods or by products.

Modify consumer and industry’s use and/or

consumption of harmful goods.

Ensure that all types of consumers have the ability toevaluate the environmental composition of goods.



Green Marketing Mix

Every company has its own favorite marketingmix. The 4 P's of green marketing are that of a

conventional marketing but the challengebefore marketers is to use 4 P's in aninnovative manner.

Product, Price, Place and Promotion.



Product

The ecological objectives in planning productsare to reduce resource consumption and

pollution and to increase conservation ofscarce resources .



Price

Price is a critical and important factor of greenmarketing mix. Most consumers will only beprepared to pay additional value if there is a

perception of extra product value. This value maybe improved performance, function, design, visualappeal, or taste. Green marketing should take allthese facts into consideration while charging a

premium price.



Promotion

There are two types of green advertising:

Those that promote a green lifestyle by

highlighting a product or service. (for examplePanasonic.)

Ads that present a corporate image of

environmental responsibility. (for exampleVideocon, Tata.)



Place

The choice of where and when to make aproduct available will have significant impacton the customers. Very few customers will goout of their way to buy green products.



Strategies:

The marketing strategies for green marketinginclude: -

Marketing Audit .

Develop a marketing plan outlining strategies

with regard to 4 P's .



Challenges for Green Marketing :

Green products require renewable and recyclablematerial, which is costly .

Requires a technology, which requires huge investmentin R & D .

Water treatment technology, which is too costly .

Majority of the people are not aware of green products and

their uses .

Majority of the consumers are not willing to pay apremium for green products .



Conclusion :

Green marketing should not neglect the economicaspect of marketing. Marketers need to understand the

implications of green marketing.

If you think customers are not concerned aboutenvironmental issues or will not pay a premium forproducts that are more eco-responsible, think again.

You must find an opportunity to enhance you product'sperformance and strengthen your customer's loyaltyand command a higher price. Green marketing is still inits infancy and a lot of research is to be done on greenmarketing to fully explore its potential



Do this………

Less use of polythene

Less use of mobile phone

Crush plastic bottle after use Use disposable items

Save water

Save fuel avoid smoking

54213479 green marketing ppt new

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