green marketing by gupta
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GREENMARKETING
BY:- N R Vivek & K L GuptaTKR Institute of Management &Sciences.
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DefinitionHistory
Examples
AdvantagesFuture
Conclusion
Topics
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DEFINITION
Green marketing refers to the process of sellingproducts and/or services based on their environmental
benefits. Such a product or service may be
environmentally friendly in itself or produced and/or
packaged in an environmentally friendly way.
According to the American Marketing Association,green marketing is the marketing of products thatare presumed to be environmentally safe. Thus
green marketing incorporates a broad range ofactivities, including product modification, changesto the production process, packaging changes, aswell as modifying advertising.
What is green marketing?
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History
The AMA held the first workshop on Ecological
marketing in 1975. The proceedings of this workshop resulted in one of
the first books on Green Marketing entitledEcological Marketing byJacquelyn Ottman in
late 1970s.
The term Green Marketing came in to picture in thelate 1980s and early 1990s.
It has 3 phases:
First phase Ecological green marketingSecond phase Environmental green marketing
Third phase Sustainable green marketing
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Green Marketing Mix
The 4 P's of green marketing are that of a conventional
marketing but the challenge before marketers is to use 4 P's in aninnovative manner.
}Product: McDonalds, for example, changedtheir packaging from polystyrene clamshells to paper
}Price : Nilkamal, introduced cheap plasticmolded furniture.
}Promotion: many companies in thefinancial industry like ICICI Bankare providingelectronic statements by email.
}Place: Scotch Brite Never Rust wool Soap Padsby 3M ;made from 100% recycled PET plastic.
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Cost or profit issues
5CS OF
GREEN
MARKETIN
G
Corporate social
responsibilities
Competitive
advantage
Competitive pressure Country pressure
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WHY IT IS IMPORTANT?
} Limited resources to satisfy worlds
unlimited wants.
} It is important for firm to utilize the
limited resources satisfying theconsumer needs as well asorganizations selling objectives.
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Its not a health hazard to people oranimals.
Efficient in its use of resources.
Excessive waste is not created in its useor packaging.
Sustained long-term growth along with
profitability.
Though the cost is high initially, money is
saved in long run.
BENEFITS OF GREEN
MARKETING
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} PEOPLE ARE WORRIED.
Depletion of ozone layer
}CITIZENS ARE RESPONDING.
Reuse of coke bottles and news papers.
}GREEN PRODUCT SALES SOAR
Tree Free pencils and paper.
}CHILDREN ARE GREEN.
Education and Awareness
} TRADING PARTNERS ARE GREEN
Recycling a top priority for Xerox, IBM,Hewlett-Packard
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1.Less use of polythene2.less use of mobile phone,
3.crush the bottle after use,
4.Use disposable items,5.dont put your p.cs on stand- by
mode
6. Switch of fans and lights when you
are not in room.
ESSENTIAL TIPS
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ThankU all
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