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SAHIL WADHWA Green Marketing Ppt
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Transcript of SAHIL WADHWA Green Marketing Ppt
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DEFINATION
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Macdonalds have stopped
packaging their hamburgers etc
in polystyrene containers and
now use cardboards which comesfrom a renewable resource and is
biodegradable or recyclable .
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OPPORTUNITIES
A 1994 study in Australia found that 84.6%
of the sample believed all individuals had a
responsibility to care for the environment.
A further 80% of this sample indicated thatthey had modified their behavior, including
their purchasing behavior, due to
environmental reasons [EPA-NSW 1994]. As demands change, many firms see these
changes as an opportunity to be exploited.
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Why Does Green Matter?
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7Source: National Technology Readiness Study, Rockbridge Associates, December 2007
I want to protect the environmentfor the benefit of future
generations
The Earth belongs to humanity to do
with as it pleases
Americans Believe in
Environmental Stewardship
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Chances Are GoodCalifornia has been leading the wayin enacting green laws:
Mandated recycling of TVs and monitors
Requiring retailers to take back plastic bags
Almost outlawed incandescent light bulbs
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Green Sentiment Runs High
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Is There An Environment Problem?
% Who Agree With Statement
69%
85%
The evidence of global warming
is real
More needs to be done to curb
air and water pollution in our
country
Source: National Technology Readiness Study, Rockbridge Associates, December 2007
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The production process is compatible with ecosystem
It is compatible with goals of the company
It satisfies the consumers
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Eco label is an environmental claim that
appears on the packaging of a product .It
is awarded to a manufacturer by an
appropriate authority. ISO 14020 is aguide to the award ofEco-labels.
The government of India
launched an Eco-mark Scheme in 1991 to
increase consumer awareness in respect of
environment friendly products.The aim of
the scheme is to encourage the customers
to purchase those products which have less
harmful environmental impact.
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Improvement of image and sales of products
Manufacturers being more accountable toenvironmental impacts.
Consumers awareness that their choice of
product do affect the environment as some
products are less damaging to environmental
than others
Eco labeling leads to
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STATUS FOR ECO-
MARK DEVELOPMENT
1. Soaps and detergents
2. Paper
3. Food items
4. Lubricating oils
5. Packaging materials
6. Paints and powder coatings7. Batteries
8. Electrical / electronic goods
9. Food addition
10.Wood substitutes
11.Cosmetics
12.Aerosol propellants
13.Plastic product
14.Textiles
15.Fire extinguisher
16.Leather
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To Sum It Up
Consumers care about the environment, even if some are only joining thebandwagon to be PC
Embracing technology and being green are not mutually exclusive ideologies
When marketing green products and services, focus on the following messages:
Your company cares about the environment (and you have to back this up with actionsthat show it)
If we all work together, we can have an impact
Your product is environmentally conscious
Buying your product will not only help the environment, it is good for the consumerswallets
Target Green Tech Leaders with your message They will evangelize on your behalf
Social media is key
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