1. GREEN MARKETING

2. Can marketing really be
green?

3. What is Green marketing
• Green marketing is the marketing of products
that are presumed to be environmentally
preferable to others.Thus green marketing
incorporates a broad range of activities,
including product modification, changes to the
production process, sustainable packaging, as
well as modifying advertising.

4. Green marketing: Eco labels
Eco-labels identify environmentally-friendly
products and services.
Eco-label criteria guarantee that a given product or
service is fit for use, and will have a reduced
environmental impact throughout its life cycle.
France: Worldwide
:
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EU:

5. Some Examples
1.ITC:
The Responsible Luxury commitment of ITC Hotels
blends elements of nature to deliver a unique value
proposition to guests, conscious of their responsibility to
be planet positive. Today, these unique interventions
have made ITC Hotels the greenest luxury hotel chain in
the world with all its ten premium luxury hotels LEED
(Leadership in Energy and Environmental Design)
Platinum certified.

6. Glimpse of Impact
• ITC Hotels’ latest addition to its luxury hotels portfolio,
the ITC Grand Chola was awarded the ‘Best Business
Hotel’ at the 3rd Annual Lonely Planet Magazine Travel
Awards 2014, held in Mumbai on June 11, 2014. The
winner was selected through an online readers’ poll
conducted by the magazine. The awards recognise the
best travel experiences, service providers,
the preferred places to stay and the destinations Indians
most love to visit.

8. 2.Panasonic
The Connecting with the Earth ad campaign features
print and television ads highlighting Panasonic's eco-initiatives
to develop products that save, create, store,
and manage energy as well as products that can be
more easily and completely recycled.
Five different ads began appearing in the print and online
editions of the New York Times, USA Today, Wall Street
Journal, and Washington Post as well as popular
networking websites Linked In, Facebook and
Panasonic's Twitter site.Eco Relay was also organised.

10. • Impact
• Panasonic Asia Pacific has achieved and
exceeded its ‘eco ideas’ declaration targets set
in 2009, and aims to be the number one green
innovation company in the electronics industry
by 2018. 80% of total sales by March 2013
contributed by eco products
• Increased percentage of sales contributed by
eco products (energy efficiency, water efficiency
and long lasting) from 24% of total product sales
in March 2009 to 49% in March 2010

11. • Reduced CO2 emissions across its 49 manufacturing
sites in Asia Pacific by 37.2% instead of the original
targeted 30.8% over three years.
• Set up three model ‘eco ideas’ factories in Singapore,
Malaysia and Thailand that manufacture eco-friendly
products with sustainable industry practices and are
utilised in outreach activities to raise the level of eco
consciousness in the community. .

12. 3.Dell
The Dell Go Green campaign works on a model, where
people can submit their ideas that make gadgets eco-friendly.
They have to then get votes for that idea. The
ones with most votes win.
The top winners get Dell T-shirts!! Critics choice gets
Dell laptops!
They have some interesting social media implementation
with a group posterous blog, where anyone can send
posts which get published after moderation.

13. • Impact
• Their facebook page
is doing well with over
19k fans, while Twitter
has 213 followers.

14. 4.Videocon
• The Videocon logo is the heart of the new
brand identity. The Fluid lava reflects the
brand idea, ‘Experience change’. The
color palette has been chosen to reflect
the philosophy of Videocon Group i.e. the
color green is symbolic to the company’s
ecology drive.

15. • This time apart from conventional medium
they are marking their presence on digital
medium too; their website along with the
re-launch in other medium has gone for a
change as well and is completely in sync
with their new brand positioning plus they
are promoting e-selling through their web
channel.

16. 16
Innovation and eco-concept
A small hybrid concept car
Toyota FT-CH.
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5.Toyota Hybrid car

17. • Toyota Motor Sales (TMS), U.S.A, Inc., unveiled the FT-CH
dedicated hybrid concept at the North American
International Auto Show (NAIAS) in Detroit. The FT-CH
is a concept that would address Toyota’s stated strategy
to offer a wider variety of conventional hybrid choices to
its customers, as it begins to introduce plug-in hybrids
(PHVs) and battery electrics (BEVs) in model year 2012,
and hydrogen fuel cell vehicles (FCHVs) in 2015 in
global markets.

18. 6.Tesco
 Tesco believes that retailers can
play a positive role in tackling
climate change
 Lead the way by dramatically
reducing its own carbon
footprint.
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19. • Supermarket chain Tesco has pledged to revolutionise its
business to become a "leader in helping to create a low-carbon
economy" with a raft of new measures to help
combat climate change.
• The grocer also pledged to cut the emissions produced
by its stores and distribution centres by 50% by 2020
and slash the amount of CO2 used in its distribution
network to deliver each case of goods by 50% within five
years.

20. 7.Top Ten Sustainability Initiatives of Starbucks
Corporation
• 1 ) Recycling and Waste Reduction.
• Starbucks hosted a Cup Summit, where representatives of the
plastic and paper cup value chain come together to find criteria for a
good recycle solution for cups. Starbucks also offers a ten cent
reduction on cost to those who bring in their own reusable cups
rather than needing one of the paper ones.
• 2 ) Energy Conservation
• 3 ) Water Conservation
• 4 ) Green Building

21. • 5 ) Climate Change
• Starbucks partnered with Conservation International to create a
series of pilot projects to improve coffee production, restore and
conserve natural habitats, and look into various opportunities to
increase farmer access to forest carbon markets.
• 6 ) Responsibly Grown Coffee
• 7 ) Ethically Sourced Tea
• 8 ) Ethically Sourced Cocoa
• 9 ) Showing Support for Farmers and the Community
• 10 ) Ethos Water Fund
• Over $6 million has so far been granted to support water, hygiene,
and sanitation education programs in countries that are water
stressed.

22. Impact: Starbucks Will Make Millions
Off Its New, Reusable Cup
• Besides winning Starbucks points with some
environmentally minded consumers and possibly
keeping tons of paper waste out of landfills, the program
offers Starbucks a number of opportunities to grow sales
• Free advertising. This initiative will unleash millions of
Starbucks logos that customers will see in their cars and
kitchens. Talk about product placement! No billboard
could do as good a job of being near the customer.

23. 8.Mahindra Rise
• All their business initiatives incorporate
environmental responsibility, from their zero water waste
automobile factory at Chakan to their LEED-certified Mahindra
Lifespaces residences.
• In addition to leading new green business endeavors, they are
systematically transforming old practices. They believe big change
can arise from small actions, from increasing recycling, reducing
waste, and conserving energy in their offices to restricting usage of
hazardous substances in our manufacturing activities.

24. • Mahindra Reva Electric Vehicles Private Limited,
formerly known as the Reva Electric Car Company, is
an Indian company based in Bangalore, involved in
designing and manufacturing of compact
electric vehicles.
• Reva was acquired by Indian conglomerate
Mahindra & Mahindra in May 2010. In 2013, MAHINDRA
REVA was selected as one of "The World’s 50 Most
Innovative Companies 2013″ by Fast Company

25. 9.Daily Dump
• It is a brand of PBK Waste Soln. Pvt. Ltd. Daily
Dump has the know how to change the image of
waste and their ‘at home’ composters have kept
over 10,000 kgs of waste out of landfills
everyday through their products such as
Kambha,Leaf Composter and community
composter Aaga.

26. • They do their marketing through green
events ,social media and green platforms
such as Dastkaar Mela in Delhi and the
Alternative in Bangalore.

27. 10.IBM
• IBM makes a commitment to their retail customers to delivering
store products that meet the following design and manufacturing
requirements:
• Upgradeable.
• Reuse. Recycle.
• Build with recycled materials.
• Save energy.
• Minimize environmental impact.
• Dispose safely
Follow RoHS (Restriction of Hazardous Substances) compliant.

28. 2/ GREEN
2/ Greenwashing
WASHING
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29. What is green washing?
“Disinformation disseminated by an organization so
as to present an environmentally responsible public
image.”
“Green washing,” a term derived from the term
“whitewashing”.
Corporations turn green washing to make themselves
look more environmentally friendly.
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30. Green washing: what’s
wrong?
• It is misleading.
• Green washing could result in
consumer and regulator
complacency
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31. Green washing: firms’
examples
General Motors
Falsely promoted its cars as
environmentally friendly.
Ads with GM SUV’s in
natural habitats as if they
were as natural as the
surrounding trees.
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32. IMPORTANCE OF GREEN MARKETING
• Green marketing helps to keep the
environment clean .
• Green marketing helps the company to
reduce their production cost.
• Herbal products and organic products are
eco friendly

33. LIMITATIONS IN GREEN MARKETING
• Green products require renewable and recyclable
material, which is costly
• Requires a technology, which requires huge investment
in R & D
• Water treatment technology, which is too costly
• Majority of the people are not aware of green products
and their uses
• Majority of the consumers are not willing to pay a
premium for green products

34. WHY GREEN MARKETING
IS NOT POPULAR IN INDIA
People are more attracted towards foreign
products
And most companies are not interested to
producing herbal products
people are not aware of the importance of the
green marketing,
Green marketing products prices are very high

35. Presented by:
Komal Goyal
Khyati Pandey
Lipika Chetia
Anita
Anjali