GREEN MARKETING

1. GREEN MARKETING By Pankaj katal Roll no. B32

2. What is Green Marketing • The study of the positive and negative aspects ofmarketing activities on pollution, energy depletionand non-energy resource depletion. • Green Marketing or Environmental Marketingconsists of all activities designed to generate andfacilitate any exchanges intended to satisfy humanneeds or wants, such that the satisfaction of theseneeds and wants occurs, with minimal detrimentalimpact on the natural environment.

3. Why Is It Important Limited Resources GREEN MARKETING • 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. Alternative Ways Unlimited Wants

4. Why To Go For It? •Opportunity •Moral Obligation •Pressure from Government •Competitor’s Environmental Activities •Cost factors

5. 1. Opportunity • Firms marketing goods with environmentalcharacteristics will have a competitive advantage over firms marketing non-environmentally responsible alternatives. For Example: Mcdonalds replaced clamshell packaging with waxed paper. Because of polysterine production and ozone layer depletion Xerox introduced a "high quality" recycled photocopierpaper in an attempt to satisfy the demands of firms forless environmentally harmful product

6. 2. Social Responsibility • Environmental issues being integrated into the firm's corporate culture . Firms in this situation can take two perspectives: promote as a do not marketing tool promote

7. Body Shop heavily promote the fact that they are environmentally responsible. While this behavior is a competitive advantage, the firm was established specifically to offer consumers environmentally responsible alternatives to conventional cosmetic products Walt Disney World (WDW). WDW has an extensive waste management program and infrastructure in place, yet these facilities are not highlighted in their general tourist promotional activities. Coca-Cola has invested large sums of money in various recycling activities, as well as having modified their packaging to minimize its environmental impact.

8. 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 abilityto evaluate the environmental composition ofgoods.

9. Competitive pressure Firms observe competitors promoting their environmental behaviors 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.

10. Why Not To Go For Green Marketing? •Misleading to consumers or industry•Breach of regulations/ laws •Consumer perception may not be right •Environmentally friendly decision today may be harmful tomorrow •All followers may make the same mistake as their leader •‘Minimise waste’ instead of ‘Appropriate uses of waste

11. 4P’s of Green Marketing Like conventional marketers, green marketers must address the ‘four Ps’in innovative way Product Price • Entrepreneurs wanting to exploit emerging green Environmentally RES markets will either: • roducts, 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. • identify customers’ environmental needs and develop products to address these needs •develop environmentally responsible products to have less impact than competitors.

12. Place • Very few customers will go outof their way to buy greenproducts merely for the sakeof it. Marketers looking tosuccessfully introduce newgreen products should, in mostcases, position them broadly inthe market place so they arenot just appealing to a smallgreen niche market. • This can be achieved by in-store promotions and visuallyappealing displays or usingrecycled materials toemphasize the environmentaland other benefi • Promotion • Smart green marketers willbe able to reinforceenvironmental credibility byusing sustainable marketingand communications toolsand practices. • For example: To reduce theuse of plastic bags andpromote their greencommitment, some retailerssell shopping bags

13. 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.

14. While firms must bear much of the responsibilityfor environmental degradation, ultimately it isconsumers who demand goods, and thus createenvironmental problems. It must be remembered that it is the uncaringconsumer who chooses to disposes of their wastein an inappropriate fashion.

15. Conclusion • Green 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.