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WHAT IS GREEN MARKETING?WHAT IS GREEN MARKETING?
Otherwise known as EnvironmentalOtherwise known as Environmental
Marketing, Ecological Marketing orMarketing, Ecological Marketing or
Eco-MarketingEco-Marketing
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EvolutionEvolution
The 3 long phases of the Evolution: Ecological phase
Environmental phase Sustainable Phase of Green Marketing
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MEANING In simple terms it refers to
the process of selling
products and/or services
based on their environmental
benefits
Such a product may beenvironmentally friendly in
itself or produced and/ or
packaged in an environment
friendly way.
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DEFINITION
"Green or Environmental Marketing consists of all"Green or Environmental Marketing consists of allactivities designed to generate and facilitate anyactivities designed to generate and facilitate anyexchanges intended to satisfy human needs orexchanges intended to satisfy human needs or
wants, such that the satisfaction of these needs andwants, such that the satisfaction of these needs andwants occurs, with minimal detrimental impact onwants occurs, with minimal detrimental impact on
the natural environment."the natural environment."
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EXAMPLESEXAMPLES
Energy-efficient light bulbsEnergy-efficient light bulbs
Energy-efficient carsEnergy-efficient cars
Energy from renewable sources of energy suchEnergy from renewable sources of energy suchas windmills and solar poweras windmills and solar power
Cleaning supplies that do not harm humans orCleaning supplies that do not harm humans or
environmentenvironment
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Why Green Marketing?Why Green Marketing?
Resources are limited and human wants areResources are limited and human wants are
unlimitedunlimited
Growing concern among the consumers allGrowing concern among the consumers all
over the world regarding protection ofover the world regarding protection of
environment.environment.
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Green Marketing Ideas.Green Marketing Ideas.
PackagingPackaging
Fuel savings, advertisingFuel savings, advertising
Building materialsBuilding materials
Manufacturing processesManufacturing processes
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Generally terms like Phosphate Free,Generally terms like Phosphate Free,
Recyclable, Refillable, Ozone Friendly, andRecyclable, Refillable, Ozone Friendly, and
Environmentally Friendly are some of theEnvironmentally Friendly are some of the
things consumers most often associate withthings consumers most often associate with
green marketing.green marketing.
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Benefits of Green MarketingBenefits of Green Marketing
Companies that develop new and improvedCompanies that develop new and improved
products and services with environment inputsproducts and services with environment inputs
in mind give themselves access to newin mind give themselves access to new
markets, increase their profit sustainability,markets, increase their profit sustainability,
and enjoy a competitive advantage over theand enjoy a competitive advantage over the
companies which are not concerned for thecompanies which are not concerned for the
environment.environment.
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REASONSREASONS
Organizations perceive environmental marketing to be an opportunity thatOrganizations perceive environmental marketing to be an opportunity thatcan be used to achieve its objectivescan be used to achieve its objectives
Organizations believe they have a moral obligation to be more sociallyOrganizations believe they have a moral obligation to be more socially
responsible. Governmental bodies are forcing firms to become moreresponsible. Governmental bodies are forcing firms to become more
responsible.responsible.
Competitors' environmental activities pressure firms to change theirCompetitors' environmental activities pressure firms to change their
environmental marketing activities.environmental marketing activities.
Cost factors associated with waste disposal, or reductions in materialCost factors associated with waste disposal, or reductions in material
usage forces firms to modify their behavior.usage forces firms to modify their behavior.
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Adoption of Green MarketingAdoption of Green Marketing
There are basically five reasons for which a marketer shouldThere are basically five reasons for which a marketer shouldgo for the adoption of green marketing. They are -go for the adoption of green marketing. They are -
Opportunities or competitive advantageOpportunities or competitive advantage
Corporate social responsibilities (CSR)Corporate social responsibilities (CSR) Government pressureGovernment pressure
Competitive pressureCompetitive pressure
Cost or profit issuesCost or profit issues
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Green Marketing MixGreen Marketing Mix
ProductProduct
PricePrice
PromotionPromotion PlacePlace
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Green WashingGreen Washing
The term The term green washinggreen washing refers to all industries that adopt refers to all industries that adopt
outwardly green acts with an underlying purpose to increaseoutwardly green acts with an underlying purpose to increase
profits.profits.
The primary objective of green washing is to provideThe primary objective of green washing is to provide
consumers with the feeling that the organization is taking theconsumers with the feeling that the organization is taking the
necessary steps to responsibly manage its ecological footprint.necessary steps to responsibly manage its ecological footprint.
In reality, the company may be doing very little that isIn reality, the company may be doing very little that is
environmentally beneficialenvironmentally beneficial
http://en.wikipedia.org/wiki/Greenwashhttp://en.wikipedia.org/wiki/Greenwashhttp://en.wikipedia.org/wiki/Greenwash -
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ETHICS IN MARKETING
BY: SACHIN. NRAHUL. A
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WHAT IS ETHICS?
Ethics are the moral principles and values that
govern the actions and decisions of an individual or
group. They serve as guidelines on how to act
rightly and justly when faced with moral dilemmas.
Right ? Wrong ?
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DEFINITION OF MARKETING ETHICS
Marketing ethics is the area of applied ethics
which deals with moral principles behind the
operation and regulation of marketing.
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NORMS & VALUES..
Responsibility of the marketer
Honesty, Integrity and Quality
Avoiding harmful marketing
Embrace ethical values
Organizational relationships
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ETHICAL DECISION MAKING
Recognize an Ethical Issue
Get the Facts
Evaluate Alternative Actions
Make a Decision and Test It
Act and Reflect on the Outcome
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BENEFITS OF ETHICAL MARKETING
It pays.
You build trust.
You make more money.You build more relationship with people whose
lives you are making better.
You are happy because you made others happy.
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Ambush Marketing
By: Sachin. PSachin. K
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What is Ambush Marketing?
History and meaning of the word:- The word "ambush"as used in the expression ambush marketing, means"an attack from a hidden position" and is derived fromthe old French verb embuschier, having the meaning"to place in a wood. The term "ambush marketing" wascoined by the famous marketing strategist Jerry Welsh.
Definition:- A planned effort (campaign) by an
organization to associate itself indirectly with anevent in order to gain at least some of therecognitions and benefits that are associated
with being an official sponsor.
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Techniques
Sponsoring media coverage of the event(including broadcast) and/or purchasing
advertising in and around broadcast. Sponsoring subcategories within the event and
exploiting this investment aggressively.
Engaging advertising space that are close to theevent.
Sponsoring individual teams. Etc..
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Example?
FIFA World Cup 2010:
Adidas was one of the official sponsorsof 2010 FIFA World Cup held in SouthAfrica. Adidas bagged the sponsorshipby beating their closest rival NIKE.
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Impacts of Ambush marketing
Increasing cost of sponsorships: The increasing cost ofsponsorships has also increased sponsor's emphasis on return-on-investment. If sponsored events do not give exclusivity, the sponsor'sinterest on sponsorship property will be lost and the damage will extendto the whole sponsorship market. When a company engages in ambushmarketing the exclusivity intended to be conferred through sponsorshipto a sponsor is lost. corporate sponsorship is one of the biggest money-spinning sources of revenue for the event organizers, the loss insponsorship value will affect the financial strength of an event organizer.
Transgression on the intellectual property rights: Even whenthe ambush marketers are not making any direct references to theprotected intellectual property rights, they do attempt to capitalize onsuch hard earned goodwill from an event. Direct and indirect referencesto the event symbol or the event itself are just different means forachieving illegal transgression on the rights of event organizers.Moreover, sponsors cannot get the return they anticipated.
Brings bad name to the company going for Ambushmarketing.
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