GREEN GREEN GREETINGSGREETINGS

Have a vision from today to Have a vision from today to paint your thoughts in greenpaint your thoughts in green

GREEN MARKETING BASED ON GREEN MARKETING BASED ON LEWIN’S FORCE FIELD ANALYSIS LEWIN’S FORCE FIELD ANALYSIS

MODELMODEL

Have you ever recycled Have you ever recycled anything in your life except Oanything in your life except O22 and COand CO22??

GREEN MARKETINGGREEN MARKETING

““Marketing strategies formulated orMarketing strategies formulated or

activities done by activities done by consideringconsidering the the

environmental safetyenvironmental safety and to and to reducereduce the the

environmental wasteenvironmental waste in an sustainable in an sustainable

manner for the development of business”manner for the development of business” - Ravi P- Ravi P

Is it necessary?Is it necessary?

Heavy competitionHeavy competition More choicesMore choices More customer trafficMore customer traffic Very poor knowledge on Green Very poor knowledge on Green

conceptconcept No environmental consciousnessNo environmental consciousness Highly carelessHighly careless More pollution (panchaboothas)More pollution (panchaboothas)

LEWIN’S MODELLEWIN’S MODEL

Old state

Unfreeze(Awareness of need for change)

Change(old to new)

Refreeze

(Assurance of sustained change)

New state

Old state

Unfreeze

Green marketing based on Lewin’s Green marketing based on Lewin’s modelmodel

o Identify the Identify the marketing componentsmarketing components that cause that cause environmental damageenvironmental damage

o Creation of Creation of awarenessawareness regarding environmental damage due to regarding environmental damage due to thethe

current marketing practice.current marketing practice.

o Suggestion of Suggestion of alternative marketing practicealternative marketing practice (Green (Green Practice)Practice)

o Change to the suggested marketing practiceChange to the suggested marketing practice

o Ensuring the Ensuring the implementationimplementation of practice in future of practice in future

o Design a Design a Green marketing mixGreen marketing mixo Arrival of Green Marketing Arrival of Green Marketing

Few examplesFew examples

Ordinary paper Ordinary paper

Plastic bagsPlastic bagsRecyclable paperRecyclable paper

Paper bagsPaper bags

E-mailE-mail

Create and confirmCreate and confirmSurface mailSurface mail

Confirm and createConfirm and create

Green marketing mixGreen marketing mix

Product – Product – Green product out of green Green product out of green innovationinnovation

PricePrice - - Green price (affordable and Green price (affordable and ensuring ensuring repeat purchase) repeat purchase)

Place - Place - Appropriate distribution which Appropriate distribution which reduces reduces frequent travel frequent travel

Promotion – Promotion – Usage of online media or Usage of online media or reducing reducing the prints. the prints.

Driving forcesDriving forces

Global competition in the businessGlobal competition in the business Awareness regarding CSRAwareness regarding CSR Pressure from environmental organisationsPressure from environmental organisations To some extent consumer awarenessTo some extent consumer awareness Knowledge explosionKnowledge explosion Cross border culture among the customersCross border culture among the customers Culture of Business for social responsibility (BSR)Culture of Business for social responsibility (BSR) To earn goodwill in the minds of the customersTo earn goodwill in the minds of the customers Good Futures and OptionsGood Futures and Options Government and legal regulationsGovernment and legal regulations Education regarding environmental aspectsEducation regarding environmental aspects

Restraining forcesRestraining forces

Economy of the countryEconomy of the country Scale of economy of the businessScale of economy of the business Cost criterionCost criterion Buying behaviour of the customerBuying behaviour of the customer Attitude of all stakeholders form a businessAttitude of all stakeholders form a business Unlawful members of the societyUnlawful members of the society Guts to face the riskGuts to face the risk Slow return at the initial stage of businessSlow return at the initial stage of business

challengeschallenges

ConvertConvert driving forces into driving forces into reality.reality.

ManageManage restraining forces. restraining forces.

Strategic optionsStrategic options

Value creationValue creation Benefit Benefit CostCost

Enhancement Enhancement ReductionReduction

CC

HH

AA

NN

GG

EE

ProactiveProactive Green Green product product innovationinnovation

Pollution Pollution prevention prevention beyond beyond compliancecompliance

AccommodativAccommodativee

Green Green productproduct

differentiatiodifferentiationn

Pollution Pollution prevention prevention compliancecompliance

CHANGECHANGE

FOR FOR

ENVIRONMENTALLY ENVIRONMENTALLY SUSTAINABLE SUSTAINABLE DEVELOPMENTDEVELOPMENT

AA GREEN GREEN THANKSTHANKS

Ravi PalanimuthuRavi PalanimuthuLecturerLecturer

Dept. of Management StudiesDept. of Management Studies

Manonmaniam Sundaranar UniversityManonmaniam Sundaranar University

Tirunelveli 627102Tirunelveli 627102

TamilnaduTamilnadu

IndiaIndia

ravimsu@gmail.comravimsu@gmail.com

www.markravi.blogspot.comwww.markravi.blogspot.com