‘I’ll go out for a breath of fresh air.

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Green Marketing

Opportunities &

Challenges.

Contents

• Introduction.• Evolution Phase.• Need of Green Marketing.• Benefits of Green Marketing.• Green Marketing Mix.• Strategies for Green Marketing.• Strengths and Problems of Green

Marketing.• Some cases.• Conclusion.

Defination

• Green or Environmental Marketing is the marketing of products that are presumed to be environmentally safe.

Range of activities

Product modification.

Production process.

Packaging changes.

Modified Advertisments

Evolution Phase

"Ecological"

"Environmental"

"Sustainable"

Why Green Marketing

• Opportunities or competitive advantage.

• Corporate social responsibilities (CSR).

• Government pressure. • Competitive pressure.

Opportunities

Corporate Social Responsibility

ACCESS TO NEW MARKETS

COMPETITI-VE ADVANTAGE

C.S.R

increase their profit sustainability

Benefits

Strategies

• Marketing Audit (including internal and

external situation analysis).

• Develop a marketing plan outlining

strategies with regard to 4 P's.

• Implement marketing strategies.

• Plan results evaluation.

Challenges Ahead • Green products require renewable and recyclable

material, which is costly

• Requires a technology, which requires huge investment in

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 a premium

for green products.

Conclusion

• Green marketing should not neglect the economic aspect of marketing. Marketers need to understand the implications of green marketing.

• Green marketing is still in its infancy and a lot of research is to be done on green marketing to fully explore its potential.

Thank You

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