An idea on Green marketing as strategic tool.If miss-utilised it leads to Green -Washing.

1. GREENMARKETING
By
SOHAM PRADHAN
EMBA 2015-16
UEMF15027

2. INTRODUCTION :
According to American Marketing
Association ( AMA) :
Phase -1 :
ECOLOGICAL MKTG
Phase -2 :
ENVIRONMENTAL MKTG
Phase-3 :
SUSTAINABLE MKTG
1. RETAILING DEFINITION :
Products that are environmentally safe.
2. SOCIAL MARKETING DEFINITION :
Products designed to reduce their negative
effect.
3. ENVIRONMENTAL DEFINITION :
Other attributes of products reclaimed to be
sensitive to ecological concern

3. GREEN MARKETING : why ?
 Growing concern world wide about Environment Protection.
 Consumer are more conscious that their consumption impact their
Environment.
 Manufacturers have determined environmental concern as a source of
Competitive advantage.
 Governmental Pressure.

4. GREEN MARKETING : A careful consideration

5. GREEN MARKETING : Product
 Reduction of in pollution – Both Product and Process.
 Effective utilisation of scarce resources.
 All claims should be legitimate, Proven and certified.
MAIN OBJECTIVE :
• 2010: WIPRO launched TOXIN FREE Desk Tops
• Free from carcinogenic materials such as PVC and
BFRs

6. GREEN MARKETING : Price
 A customer will only pay if perceived product value meets their requirements.
 Should not compromise on performance, function ,design, visual appeal or taste.
CRTICAL FACTOR :

7. GREEN MARKETING : Promotion
 Addressing a relationship between a product/service and the biophysical environment.
 Promoting a green lifestyle by highlighting a product or service .
 Presenting a corporate image of environmental responsibility.
3 Types of Green Advertising:
 96% Less use of Water
 172 Million litres water
saved
 13 Million Jeans made
(Levis San Francisco, March 22,2012)
http://store.levi.com/waterless/external/fl
ash/index.html

8. GREEN MARKETING : Place
 The choice of where and when to make a product available will have significant impact on
the customers. Very few customers will go out of their way to buy green products.
 Managing logistics to cut down on transportation emissions.
STRATEGY : TO SELL LOCALLY GROWN RAISED and
PRODUCED

9. GREEN MARKETING : Rules
Jacquelyn Ottman (2010) has provided 5 simple Rules of Green Marketing :
1. Know your customer
2. Empower Consumers
3. Be Transparent
4. Reassure the buyer
5. Consider your pricing

10. GREEN MARKETING SEGMENTS By Ottman ( 1998)
CONSUMERS
LIGHT
GREEN
DARK GREEN
RESOURCE
CONNSERVERS
HEALTH
FANATICS
ANIMAL
LOVERS
OUTDOOR
ENTHUSIAST
BROWN

11. GREEN MARKETING : CHALLENGES
1. New Concept
2. Huge Capital Investment
3. Consumers are not aware of Green Products or unable to identify it
4. To sustain confidence of stake holder
5. Avoiding Green Myopia.

13. GREEN WASHING
 It is disinformation disseminated by an organisation so
as to present an environmentally responsible public
image.
 Green Washing is coined by New York environmentalist
Jay Westerveld.

14. 7 SINS of GREEN WASHING
Sin of hidden trade off
Sin of no proof
Sin of vagueness
Sin of irrelevance
Sin of lesser of two evil
Sin of fibbing
Sin of worshipping false label
If you paint it green is it
really green ?
ADM

15. GREEN MARKETING : ECO LABEL
 Eco label identifies environmentally- friendly products and services
 It guarantees that a given product or service is fit for use and will have a reduced
environmental impact throughout its life
 Standard to be followed : ISO 14020 for environmental labels and declaration.

16. CONCLUSION :
While Marketing it is important to be :
1. AUTHENTIC
2. COMMITED
3. SHOULD HAVE A PROGRAMMED APPROACH
“Green Marketing is not about making things green
( Green Washing), its about making Green Stuff Normal “.

17. REFRENECE :
1. Green marketing in India: An Overview by Prof. Jaya Tiwari ( IOCR JOURNAL OF BUSINESS AND MANAGEMENT
2. GREEN MARKETING AND ITS IMPLEMENTATION IN INDIAN BUSINESS ORGANIZATIONS
By MANJUNATH .G.; GUNDUPAGI MANJUNATH ( Asia Pacfic Journal of Markting and Management Review)
JOURNALS :
LINKS :
 www.business-standard.com/article/companies/wipro-infotech-launches-green-pcs-
110012800156_1.html
 www.greenbiz.com/blog/2014/01/14/five-strategies-avoid-taint-greenwash-your-business
 http://store.levi.com/waterless/
 www.wholefoodsmarket.com/local
 www.ecolabelindex.com/ecolabels/?st=country,in
 www.indiaenvironmentportal.org.in/media/iep/infographics/Green%20Brands%202014/index.
html
 www.naturalnews.com/024756_antibiotic_antibiotics_USDA.html#