GREEN MARKETING

CONTENTS

• Introduction

• What is green marketing ?

• History

• Why green marketing?

• Green marketing mix

• Examples

• Conclusion

Introduction

• Environmental claims can be a powerful marketing tool. Companies are increasingly using environmental claims in an attempt to differentiate themselves and their products from the competition.

Introduction

• These claims come in a wide range of forms, including statements about environmental sustainability, recycling, energy and water efficiency or impact on animals and the natural environment.

What is green marketing?

• green marketing is the marketing of products that are presumed to be environmentally safeThus green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising.

• Other similar terms used are Environmental Marketing and Ecological Marketing.

Since the 1980’s there have been a progressive increase in consumer environmental consciousness, as

increasing kinds of environmental consciousness, as increasing kinds of environmental problems put a strong

impact on all forms of life.

What is green marketing?

• Specifically, society in general regarded business as the source of variety of environmental problems.

What is green marketing?

These events caused to develop those concepts such as social marketing and

environmental ( green ) marketing

• The term Green Marketing came into prominence in the late 1980s and early 1990s.The American Marketing Association (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 entitled "Ecological Marketing".

History

• The first wave of Green Marketing occurred in the 1980s. Corporate Social Responsibility (CSR) Reports started with the ice cream seller Ben & Jerry's where the financial report was supplemented by a greater view on the company's environmental impact.

History

Why Green Marketing?

• Opportunity or Competitive advantage.

• Moral obligation

• Pressure from government

• Competitor's environmental activities

• Cost or profit issues

Why Green Marketing?

• In this contemporary world, an ecological issue such as global warming interests both the marketing practitioners as well as the consumers. The term “green marketing” simply denotes all the activities intended to generate as well as facilitate any exchange in order to satisfy human needs such that satisfying these needs happen with the most minimal input on the environment.

Why Green Marketing?

GREEN MARKETING MIX

• PRODUCT

The ecological objectives in planning products are to reduce resource consumption and pollution and to increase conservation of scarce resources)

• PRICE

Most consumers will only be prepared to pay additional value if there is a perception of extra product value. This value may be improved performance, function, design, visual appeal, or taste. Green marketing should take all these facts into consideration while charging a premium price.

GREEN MARKETING MIXPROMOTION

There are three types of green advertising:

• Ads that address a relationship between a product/service and the biophysical environment

• Those that promote a green lifestyle by highlighting a product or service

• Ads that present a corporate image of environmental responsibility PLACE

The choice of where and when to make a product available will have significant impact on the customers. Very few customers will go out of their way to buy green products.

EXAMPLES (Hybred Cars)

•Toyota Crown Hybrid Concept

•Audi Q7 Hybrid Concept

•BMW 7-Series ActiveHybrid Concept

•Ford Escape Hybrid 2008

•Dodge Ram Diesel Hybrid Electric Vehicle

•Honda Civic Hybrid 2009

•Hyundai Santa Fe Blue Hybrid Concept

•Saab 9-X BioHybrid Concept

•Ferrari going hybrid in 2015

Motorola Launches Its First Carbon Neutral Phone

Eco Whisky’s Healthy (For The Environment)!

CONCLUSION

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

•If you think customers are not concerned about environmental issues or will not pay a premium for products that are more eco-responsible, think again. You must find an opportunity to enhance you product's performance and strengthen your customer's loyalty and command a higher price.

CONCLUSION

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