Green Marketing - Copy

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Research Design - Exploratory research is a type of research conducted for a problem that has not been clearly defined.Exploratory research helps determine the best research design, data collection method and selection of subjects. It should draw

definitive conclusions only with extreme caution. Given its fundamental nature, exploratory research often concludes that a

perceived problem does not actually exist. The results of exploratory research are not usually useful for decision-making by

themselves, but they can provide significant insight into a given situation. Although the results of qualitative research can give

some indication as to the "why", "how" and "when" something occurs, it cannot tell us "how often" or "how many".

Source of Data - Secondary data is the data that have been already collected by and readily available from other sources. Such

data are cheaper and more quickly obtainable than the primary data and also may be available when primary data can not be

obtained at all.



This report will attempt to:

· Introduce the terms and concepts of green marketing;

· Briefly discuss why going green is important;

· Examine some of the reason that organizations are adopting a green marketing philosophy; and

· Mention some of the problems with green marketing.

· Find out ways to improve consumer appeal for environmentally preferable products through different marketing strategies.



The term Green Marketing came into prominence in the late 1980s and early 1990s. The American Marketing Association (AMA) held thefirst workshop on "Ecological Marketing" in 1975. The proceedings of this workshop resulted in one of the first books on green marketing

entitled "Ecological Marketing".

The 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. In 1987 a document prepared by the World Commission on

Environment and Development defined sustainable development as meeting “the needs of the present without compromising the ability of

future generations to meet their own need”, this became known as the Brundtland Report and was another step towards widespread thinking

on sustainability in everyday activity. Two tangible milestones for wave 1 of green marketing came in the form of published books, both of

which were called Green Marketing. They were by Ken Peattie (1992) in the United Kingdom and by Jacquelyn Ottman (1993) in theUnited States of America. .

The past decade has shown that harnessing consumer power to effect positive environmental change is far easier said than done. The so-

called "green consumer" movements in the U.S. and other countries have struggled to reach critical mass and to remain in the forefront of

shoppers' minds. While public opinion polls taken since the late 1980s have shown consistently that a significant percentage of consumers

in the U.S. and elsewhere profess a strong willingness to favor environmentally conscious products and companies, consumers' efforts to do

so in real life have remained sketchy at best. One of green marketing's challenges is the lack of standards or public consensus about what

constitutes "green," according to Joel Makower, a writer on green marketing. In essence, there is no definition of "how good is good

enough" when it comes to a product or company making green marketing claims. This lack of consensus — by consumers, marketers,

activists, regulators, and influential people — has slowed the growth of green products, says Makower, because companies are often reluctantto promote their green attributes, and consumers are often skeptical about claims.

Despite these challenges, green marketing has continued to gain adherents, particularly in light of growing global concern about climate

change. This concern has led more companies to advertise their commitment to reduce their climate impacts, and the effect this is having on

their products and services.



What is Green Marketing?

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

environmentally safe. Thus green marketing incorporates a broad range of activities, including product modification, changes

to the production process, packaging changes, as well as modifying advertising.

What are Green Products?

The terms “green product” and “environmental product” are used commonly to describe those that strive to protect or

enhance the natural environment by conserving energy and/or resources and reducing or eliminating use of toxic agents,

pollution, and waste. Eg Philips CFL, Hybrid cars

Importance Of Green Marketing?

Benefits Of Green Marketing?

Protects the environment

Good for the reputation of the company

Reduces waste

Why are firms using green marketing?

Opportunities

Social responsibility

Government pressure

Competitive Pressure

Cost Benefits



What are the problems in going green?

One of the main problems is that firms using green marketing must ensure that their activities are not misleading to

consumers or industry, and do not breach any of the regulations or laws dealing with environmental marketing.

What is Green Marketing myopia?

Green marketing must satisfy two objectives: improved environmental quality and customer satisfaction. Misjudging either

or overemphasizing the former at the expense of the latter can be termed “green marketing myopia”.

The three C’s of Green Marketing –

Consumer value positioning

Calibration of consumer knowledge

Credibility of product chains

Strategies for successful Green Marketing –

Use Sustainable Sources of Raw Material

Source-Reduce Products and Packaging

Conserve Natural Resources, Habitats, and Endangered Species

Use Recycled Content

Make Products Energy Efficient

Maximize Consumer and Environmental Safety

Make Products More Durable



Ottoman’s consulting seven strategies-

Green marketing opportunities

More profits

Competitive advantage

Increased market share Better Products

Personal Rewards



Effective green marketing requires applying good marketing principles to make green products desirable forconsumers.

Successful green marketing entails much more than simply tweaking the size of a package, using recycled

materials in place of virgin ones, or substituting natural ingredients for synthetic.

Rising energy prices, growing pollution and resource consumption in Asia, and political pressures to address

climate change are driving innovation toward healthier, more-efficient, high-performance products.

Marketers that take the time now to court the deepest green consumers with truly innovative solutions to

environmental concerns will be the ones who reap the biggest future opportunities.



1. More and more companies should make green products as it will enhance our natural environment and it will be beneficialfor them also.

2. There should be guidelines as to what is a green product

3. Companies should not make false claims about there product.

4. Companies should make products that can be recycled and repaired.



Successful green marketing entails much more than simply tweaking the size of a package, using recycled materials in placeof virgin ones, or substituting natural ingredients for synthetic. While positive and necessary, such changes are just a small

part of a much, much bigger picture. When we look at the businesses that are at the forefront of the green trend, we see a

deeper characteristic than just greened-up products or ads that makes them at once environmental and societal leaders as well

as profitable: green leaders are driven by more than short-term financial goals. They are motivated by a double bottom line, a

bottom line that recognizes the potential for business to affect societal change as well as create economic wealth. A business

that at the end of the day is measured by profits as much as its contribution to human potential and the harmony of the

company's objectives with other living beings.

The most successful green companies operate holistically. Unlike conventional marketers who most often react to consumers'

immediate needs, the most successful green companies lead their customers and other stakeholders, rather than accept being

led by them. They anticipate emerging environmental issues and address them before being forced to do so. As such they are

able to set their own agenda with regulators and they don't risk disappointing their customers or shaking their confidence.

Rather than simply employ resources at hand, the deep-seated convictions of the founders and CEOs of the most

environmentally responsible companies challenge their employees to stretch beyond their immediate horizons, teaming up

with corporate environmental stakeholders to create optimal solutions to pressing environmental problems.

Green Marketing - Copy

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