green marketing by me
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PRESENTATION ON GREEN MARKETING
PRESENTED BY-
ASMITA SHILPIE
M.B.A. 1ST SEM
ROLL NO. 1O
ICM DEHRADUN
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INTRODUCTION The marketing efforts to produce, promote,
distribute and reclaim products or services whichare environmentally safe or has environmentalbenefits.
Such a product or service may be environmentfriendly or produced and/ or packaged in anenvironment friendly way.
The assumption of this marketing is that thepotential consumers will view a product or services
GREENNESS as a benefit and make their buyingdecision accordingly.
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PRODUCTSARENOTGREEN/ECOFRIENDLYIF
Its raw materials are scarce or hard to get.
Its design or manufacturing cause pollution orexcess power usage.
It is non-disposable
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HISTORY The AMA held the first workshop on Ecological
marketing in 1975.
The proceedings of this workshop resulted in one ofthe first books on Green Marketing entitledEcological Marketing by Jacquelyn Ottman in late1970s.
The term Green Marketing came in to picture in thelate 1980s and early 1990s.
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IMPORTANCEOFGREENMARKETING
What is it?
What are the benefits?
How do we do it?
Examples
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WHATISIT? Corporate Social Responsibility
Triple Bottom Line Accounting
New Product Innovation
Company Ethos
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CORPORATE(SOCIAL)RESPONSIBILITY
Term is new, practice is not.
CSR is about sustainability -- of profits, thecompany, its people and the environment.
Its now about how a company EARNS its money,not how it SPENDS it.
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WHYSHOULDWEDOIT? Consumer Demand.
26 billion on ethical goods in 2005 in Britain.
The number of people who felt guilty aboutunethical purchases more than doubled in thedecade up to 2004, from 17 % to 35%.
And the number of people who recycled at leastonce a year increased from 73% to 93%.
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GREENMARKETINGIDEASFORBUSINESS
Get Your Brand out there
Sustainable packaging
Transportation
Give Local Love Receive Local Love
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CHALLENGES Consumers awareness (education and knowledge).
Variety of products.
Price of green products are slightly more.
People does not want to stop consuming but wantto buy ways that does not harm the environment.
To construct a consumer society thataccommodates less waste and lower emission.
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BENEFITS Reputation
Gaining and retaining customers
Cost savings (CNG)
Innovation in products and operations
Staff Developments
Energy, Enthusiasm and Openness
Supplier Contracting
Electronics sector
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FACTSANDFIGURES The UK green economy is expected to be worth
30 billion by 2010.
When you recycle 1 glass bottle, you save theamount of energy needed to light a 100 watt bulbfor 4 hours.
The use of bulbs cause emission of carbon-di-oxide, so replace bulbs by CFL (CompactFluorescent Light) lamps.
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COMPANIESWITHGREENMARKETING
Philips
Aveda
Unilever
Marks and Spencer
Canon
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RECYCLED/ECOFRIENDLYPRODUCTS
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HYBRID/ELECTRICALCARS
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