green marketing by gupta

8/7/2019 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

green marketing by gupta

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