green marketing.pptx

7/30/2019 green marketing.pptx

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A

PRESENTATION

ON

GREEN MARKETING IN INDIA: EMERGINGOPPORTUNITIES AND CHALLENGES

BY:

Ashal Bharatkumar D.

P.G Student

College of Agri-Business Management, SDAU

Sardarkrushinagar. Dantiwada(B.K)


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Award Winning Animation on Global Warming


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Study Area

Definition Of Green Marketing Objective of research paper

Green Marketing Mix

Why Green Marketing?

Green Products and there Characteristics

Challenges In Green Marketing

Problems With Going Green Marketing

Conclusion


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Definition of Green Marketing

According to the American Marketing Association, greenmarketing is the marketing of products that are presumed to

be environmentally safe.

Green marketing as all activities designed to generate and

facilitate any exchanges intended to satisfy human needs orwants, such that the satisfaction of these needs and wantsoccurs, with minimal harmful impact on the naturalenvironment. Polonsky (1998).

Study Area

Reasons behind adoption of green marketing philosophy bythe organizations.

Challenges and opportunities in green marketing in India.

Analyze of the problems faced by the companies withgreen marketing.


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Green Marketing Mix

A model of a green marketing-mix should ofcourse contain all 7Ps:

Product

Price

Place

Promotions Publics Partnership

Policy Purse Strings


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Why Green Marketing?Scarcity of resources

Growing interest on environment protection

New mantra for marketers

Focus on reducing carbon emissions and its impact on climate

change

Green marketing is the biggest opportunity for brand

development and growth.


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Green Products and There Characteristics

The products those are manufactured through green technology and that causedno environmental hazards are called green products. The following

Characteristics are as under

Products those are originally grown with natural ingredients,

Containing recycled contents, non-toxic chemical,

Contents under approved chemical,

Do not harm the environment, Not be tested on animals,

Eco-friendly packaging i.e. reusable, refillable etc.


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Green MarketingReasons For

Adoption By The Firms

Business Opportunity,Corporate Social responsibility,Governmental Pressure,Competitive Pressure,Cost Reduction.


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Green MarketingReasons For Adoption By The Firms

Business Opportunity Opportunity in India around 25 percent of the consumers

prefers environmental-friendly products and appears thatall types of consumers both individual and industrial are

becoming more concerned and aware about the natural

environment.For example the surf excel detergent which saves

water (advertised with the message "do bucket paani rozbachana") and the energy-saving LG consumers durablesare examples of green marketing.


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Corporate Social responsibility (CSR)Firms believe both in achieving environmental objectives as well as profit

related objectives.

Firms in this situation can take two prospective:

1.They can use the fact that they are environmentally responsible as amarketing tool.

2. They can become responsible without promoting this fact.

Coca-Cola, which has invested in various recycling activities.

Walt Disney World in Florida, US, has an extensive waste management

program and infrastructure in place.

Coca-Cola Joins

Green-Marketing

Crush


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Governmental Pressure Various regulations are framed by the government to protect

consumers and the society at large.

The Indian government too has developed a framework of

legislations to reduce the production of harmful goods and byproducts.

Example, the ban of plastic bags in Mumbai, prohibition of

smoking in public areas and the ban of tobaccos in Gujarat etc.


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Many companies take up green marketing to maintain

their competitive edge.

Eg: Initiatives by niche companies such as BodyShop.

Competitive Pressure


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Cost Reduction Reduction of harmful waste-substantial cost savings.

Developing symbiotic relationship.

For e.g. The fly ash generated by thermal power plants,

which would otherwise contributed to a gigantic quantum

of solid waste, is used to manufacture fly ash bricks for

construction purposes.


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Challenges In Green Marketing

Lack of standardization.

Expensive event.

Indian consumer is exposed to healthy living lifestyles

such as yoga and natural food consumption.

Higher Price.

Majority of the people are not aware of green products

and their uses.


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Examples Of Green Marketing In India

Introduction of CNG in Delhi.

Battery operated L.G. TV.

Tata motors ltd. is setting up an eco-friendly showroom

using natural material for its flooring and energy efficientlights.

Nokia introduced a whole line of phones and accessories

free of PVC, and in 2008, the company marketed the first

phone with no toxic flame retardants.


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PROBLEMS WITH GOING - GREEN MARKETING

Must ensure that their activities are not misleading to

consumers or industry,

Consumers perceptions are some times not correct,

Environmentally responsible action of today will be

found to be harmful in the future,

Difficulty in establishing policies that will address allenvironmental issues,

Reacting to the competitive pressure can cause allfollowers to make the same mistake a the leader,

The push to reduce cost or increase profit may not force

firms to address issues of environment.


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PROBLEMS WITH GOING - GREEN MARKETING

Green marketing is still a new concept for the

mass of people in India.

Green products require renewable and recyclable

material, which is costly.

Requires a technology, which requires hugeinvestment in R & D.

There is no standardization to certify a product as

organic.Majority of the consumers are not willing to pay

a premium price for green products.


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CONCLUSION

Provides an opportunity to the companies-eco friendly products.

Its the responsibility of the firm to produceproducts, which are having minimumimpact on the environment, but ultimatelyits the consumer who is havingresponsibility to use eco friendly products.

The shift to "Green" may appear to beexpensive in the short term, it will definitely

prove to be indispensable andadvantageous, cost-wise too, in the longrun.


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ThinkGreen, Think

clean, Think

Eco friendly

Thank you

green marketing.pptx

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