CUSTOMER PERCEPTION ON GREEN MARKETING

BYD.MANIMALAK.JAYASRI

WHAT IS GREEN MARKETING?

Green marketing is the marketing of products that are presumed to be environmentally safe.

•  Green marketing refers to the process of selling products or services based on their environmental benefits. Such a product or service may be environmentally friendly in itself or produced or packaged in an environmentally friendly way.

WHY GREEN MARKETING

SOCIAL RESPONSIBILTY

GOVERNMENTAL

PRESSURE

COMPETITIVE

PRESSURECOST ISSUE

OPPORTUNITY

IMPORTANCE OF GREEN MARKETING

“Good for the

Environment”

Healthier

Saves MoneyReduces

waste

Saves Time

The Three R’s of Environmentalism

• Reuse old items; donate to the unfortunate, repair if broken.

• Reduce the amount of waste you produce.• Recycle as much as possible; buy recycled products

to support recycling.

4S OF GREEN MARKETING

• Safety of product• Satisfaction of customer • Social acceptability of a product• Sustainability of the product

Golden Rules of Green Marketing

• Know your customer• Educating your customers• Being genuine & transparent• Reassure the buyer• Consider your pricing• Keeping consumer expectation in mind

always

NEED OF GREEN MARKETING

On our planet sources are limited and human needs (wants) unlimited

green marketing is important for the firms to utilize the limited resources satisfying the consumer needs as well as achieving the organization’s selling objectives

CHARACTERSTICS OF GREEN MARKETING

• Products with natural ingredients.

• Products those are recyclable, reusable and biodegradable.

• Products that have eco-friendly packaging i.e. reusable ,refillable containers etc.

• Products do not harm or pollute the environment.

MARKETING MIX OF GREENMARKETING

EXAMPLES OF RECYCLING Batteries, Building materials Cars, Clothing, and material, Compost matter, Computers, Electrical equipment, Furniture, Glass, Metals, Mobile phones, Paint, and oils, Paper, Plastic, Printer cartridges, Wood

COMPANIES USING GREEN MARKETING

MCDONALD’SXEROXHONDANESTLE

Case studyWipro Green It

Wipro InfoTech is India's first company to launch environment friendly computer peripherals. For the Indian market, Wipro has launched a new range of desktops and laptops called Wipro Greenware. These products are RoHS (Restriction of Hazardous Substances) compliant thus reducing e-waste in the environment.

BENEFITS OF GREEN MARKETING

• Encourages the marketers to develop energy-efficient products

• Helps save money in the long run• Helps companies to develop innovative

products• Gives them competitive advantage and

favorable image among consumers.• The employees and consumers feel proud to be

associated with an environmentally responsible company

Challenges in Green Marketing

• Need for standardization

• New concept for customers

• Patience and Preservation

• Avoiding green Myopia

WHY GREEN MARKETING IS NOT POPULAR IN INDIA

People are more attracted towards foreign products

And most companies are not interested to producing herbal products

people are not aware of the importance of the green marketing,

Green marketing products prices are very high

CONCLUSION

Green marketing is catching on in a big way. Marketers as well as consumers are slowly but strongly recognizing it.Awareness is being created about the use of such materials, which are helpful in conserving the environment and are eco-friendly. Green marketing is gaining prominence across the world and in India too.

SUGGESTIONS

• Improve awareness about green products and there effectiveness.

• Green products should be priced according to it’s quality.

• There should not be more price difference between standard product and green product.

• Green product’s quality should be better than standard products.