mktg green mktg ppt

7/29/2019 Mktg Green Mktg Ppt

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INTRODUCTION The marketing efforts to produce, promote, distribute

and reclaim products or services which areenvironmentally safe or has environmental benefits.

Such a product or service may be environmentfriendly or produced and/ or packaged in anenvironment friendly way

The assumption of this marketing is that thepotential consumers will view a product or servicesGREENNESS as a benefit and make their buyingdecision accordingly.


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What is Green Marketing?


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DEFINITION OF GREENMARKETING? The study of the positive and negative aspects of

marketing activities on pollution, energy depletionand non-energy resource depletion. AMA, 1975

Green Marketing or Environmental Marketing

consists of all activities designed to generate andfacilitate any exchanges intended to satisfy human

needs or wants, such that the satisfaction of theseneeds and wants occurs, with minimal detrimentalimpact on the natural environment.


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HISTORY The AMA held the first workshop on Ecological

marketing in 1975.

The proceedings of this workshop resulted in one ofthe first books on Green Marketing entitled

Ecological Marketing byJacquelyn Ottmanin late

1970s.

The term Green Marketing came in to picture in the

late 1980s and early 1990s.
http://en.wikipedia.org/wiki/Jacquelyn_Ottmanhttp://en.wikipedia.org/wiki/Jacquelyn_Ottmanhttp://en.wikipedia.org/wiki/Jacquelyn_Ottman


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Corporate(social)responsibility Term is new, practice is not.

CSR is about sustainabilityof profits, the company, itspeople and the environment.

Its now about how a company EARNS its money, not

how it SPENDS it.


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Importance of GreenMarketingWhy is it important?

Why to go for it?

What are the benefits?

How do we do it?

Examples


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Why Is It Important?

Limited

Resources

Alternative

Ways

Unlimited

Wants

Green Marketing looks at how marketing activities utilize limited

resources, while satisfying consumers unlimited wants, both of

individuals and industry, as well as achieving the selling

organization's objectives


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Why To Go For It? Opportunity

Moral Obligation

Pressure from Government

Competitors Environmental Activities

Cost factors


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1. Opportunity

Firms marketing goods with environmentalcharacteristics will have a competitive advantage overfirms marketing non-environmentally responsiblealternatives.

For Example:

Mcdonaldsreplaced clamshell packaging with waxed

paper. Because of polysterine production and ozone

layer depletion

Xerox introduced a "high quality" recycled photocopier

paper in an attempt to satisfy the demands of firms for

less environmentally harmful products


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Body Shop heavily promote the fact that they are environmentally

responsible. While this behavior is a competitive advantage, the firm wasestablished specifically to offer consumers environmentally responsible

alternatives to conventional cosmetic products

Coca-Cola. has invested large sums of money in

various recycling activities, as well as having modified

their packaging to minimize its environmental impact

Walt Disney World (WDW). WDW has an extensive wastemanagement program and infrastructure in place, yet these facilities are

not highlighted in their general tourist promotional activities


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3.Governmental Pressure

Government wants to "protect" consumers andsociety; Governmental regulations relating toenvironmental marketing are designed to protectconsumers in several ways:

Reduce production of harmful goods or by-products;

Modify consumer and industry's use and/or

consumption of harmful goods; or Ensure that all types of consumers have the ability

to evaluate the environmental composition ofgoods.


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4.Competitive Pressure

Firms observe competitors promoting their environmentalbehaviors and attempt to emulate this behavior. In some

instances this competitive pressure has caused an entire industry

to modify and thus reduce its detrimental environmental

behavior.

For Example:

Xerox's "Revive 100% Recycled paper" was

introduced a few years ago in an attempt to

address the introduction of recycled

photocopier paper by other manufacturers


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Why should we do it?

Consumer Demand.

26 billion on ethical goods in 2005 in Britain.

The number of people who felt guilty about unethical

purchases more than doubled in the decade up to 2004,

from 17 % to 35%.

And the number of people who recycled at least once a

year increased from 73% to 93%.


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BenefitsReputation

Gaining and retaining customers

Cost savings (CNG)

Innovation in products and operations

Staff Developments

Energy, Enthusiasm and Openness

Supplier Contracting

Electronics sector


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How do we do it? Company values

Mission and aims

Marketing and transparency

Supply chain management


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Companies With Green Marketing Philips

Aveda

Long Hog

Unilever

Marks and Spencer

Canon


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4Ps Of Green MarketingLike conventional marketers, green marketersmust address the four Psin innovative ways.

PRODUCTEntrepreneurs wanting to exploit

emerging green markets will

either:

identify customers

environmental needs anddevelop products to address

these needs

develop environmentally

responsible products to have

less impact than competitors.

PRICEEnvironmentally responsible

products, however, are often

less expensive when product life

cycle costs are taken into

consideration.

For example: fuel-efficient

vehicles, water-efficient printing

and non-hazardous products.


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PLACE

Very few customers will go outof their way to buy green

products merely for the sake ofit. Marketers looking to

successfully introduce new

green products should, in mostcases, position them broadly inthe market place so they are notjust appealing to a small green

niche market.

This can be achieved by in-storepromotions and visuallyappealing displays or usingrecycled materials to emphasizethe environmental and other

benefits.

PROMOTION

Smart green marketers will beable to reinforceenvironmental credibility byusing sustainable marketingand communications tools

and practices.

For example: To reduce theuse of plastic bags and

promote their greencommitment, some retailerssell shopping bags.


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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 of Eco-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 areless damaging to environmental than others

Eco labeling leads to


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OPERATON OF ECO-MARK SCHEMEOF GOVERNMENT OF INDIA 3 stages led to award of eco-mark in India

The Steering Committee of the MEF determines the product categories for

coverage under the scheme and to formulate strategies for

implementation and future developments of the scheme.The second stage is the identification of specific products to be selected and

the individual criteria to be adopted by the Technical Committee of CPCB.In the third stage the Bureau of Indian Standards (BIS) is to certify the

product and formulae contract with the manufacturer allowing the use

of eco-mark.


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Consumers Responsibility26%

8%

10%12%21%

23%

No Alternatives To CheapDon't Understand Issue No Time

Not Convenient Lazy

Ultimately green marketing requires that consumers want a cleaner

environment and are willing to "pay" for it, possibly through higher

priced goods, modified individual lifestyles, or even government.

I Damage The Environment Because...


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While firms must bear much of the responsibilityfor environmental degradation, ultimately it is

consumers who demand goods, and thus create

environmental problems.

It must be remembered that it is the uncaringconsumer who chooses to disposes of their waste

in an inappropriate fashion


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NGO-Greenpeace


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Solar products


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Recycled/ecofriendlyproducts


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Hybrid/Electrical cars


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Green Marketing Ideas ForBusinessGet Your Brand out there

Sustainable Packaging

Transportation

Give Local Love Receive Local Love


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Facts and figures The UK green economy is expected to be worth 30

billion by 2010.

When you recycle 1 glass bottle, you save the amount of

energy needed to light a 100 watt bulb for 4 hours.

The use of bulbs cause emission of carbon-di-oxide, so

replace bulbs by CFL (Compact Fluorescent Light) lamps.


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Challenges

Consumers awareness (education and knowledge).

Variety of products.

Price of green products are slightly more.

People does not want to stop consuming but want

to buy ways that does not harm the environment.

To construct a consumer society that accommodatesless waste and lower emission.


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ConclusionGreen marketing covers more than a firm's

marketing claims.

While firms can have a great impact on the

natural environment, the responsibility

should not be theirs alone


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mktg green mktg ppt

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