GREEN MARKETING

Prepared By :-

The New Imperative

NUPUR JAINMBA- 1st sem

”

. GREEN MARKETING is the recent buzzword ruling the corporate world

Green marketing is defined as “environmental considerations integrated in all aspects of marketing”.

By-‘Jacquelyn A Ottman’ Author of “GREEN MARKETING : Opportunity for innovation”

The term also defined as “All activities designed to generate and facilitate any exchange intended to satisfy human needs and wants such that these requirements meet with minimal detrimental input on the national environment”.

By- ‘Michael J Polonsky ‘ Author of Books on “Environment and Green Marketing”

EVOLUTION OF THE CONCEPT

Jacquelyn A Ottman and others have described Green Marketing at 3 different levels :-

Ecological Green

Marketing

Environmental Green

Marketing

Sustainable Green

Marketing

According to Peattie (2001), there are 3 phases :-

MARKETING HOLISTIC NATURE

ENVIRONMENTAL ISSUES

IMPORTANCE OF GREEN MARKETING

Green marketing is a remedy for mitigating climate change and global warming and it also give a competitive edge to others…

Companies need to integrate this strategy in all the 4 P’s of marketing

Not only develops green products but explain about the same to green consumers

Considered as a visionary goal must be included in corporate strategy

“WINING MANTRA”

RULES OF GREEN MARKETING

Create awareness among customers about environmental issuesMake the customers feel different by being eco friendlyBelieve that by practicing it, they will be helping the environment & mankindMake efforts to lower the difference between the benefits & pricing of green products v/s non green alternatives

A Few casesIntroduction of CNG in Delhi

McDonald's using recycled paper

Hewlett-Packard (HP) promised to cut its global energy uses 20% by 2010

Philips “super long life” bulb

Canon introduced recycled photocopier paper

CONCLUSION Green Marketing is still in its infancy.

Green Products require Renewable & Recyclable products that are more expensive.

Adoption of Green marketing may not be profitable sometimes in short-run, but those who first movers, will have competitive edge over the others in long-run.

Thank you.