Green marketing definition, requirements, companies and examples.

1. GREEN MARKETING
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2. WHAT IS GREEN MARKETING?
Green Marketing is the marketing of products
that are presumed to be environmentally safe.
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3. SIMPLY Can be defined as:
 The process of selling products or services based
on their environmental benefits.
 That product or service may be environmentally
friendly in itself or produced or packaged in the
way that give natural benefits.
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4. Basic Requirements for Green Marketing
 Production process compatible with the Environment
 Compatible with Company’s Goals
 Satisfy the customer's need
There should be a balance between these requirements to gain
sustainability in a profitable manner.
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5. History of Green Marketing
 The term Green Marketing came into prominence in the late 1980’s and
early 1990’s
 Evaluation of green marketing has three phases. First phase is termed as
“Ecological” green marketing, during this period all marketing activities
were concerned to help environment problems.
 Second phase was “Environmental” green marketing, at that time focus
shifted on clean technology that involved designing of innovative new
products, which take care of pollution and waste issues.
 Third Phase was “Sustainable” green marketing. It came into
prominence in late 1990’s and early 2000. This was the result of the new
term sustainable development which is “meeting needs of present
without compromising future generations to meet their own needs
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6. Why Green Marketing?
 Worldwide Growing Concern about the environment protection
 Consumers are more conscious about consumption impact the
environment and environment in return effect their own selves.
 Manufacturers knows that environmental concerns can be used as
a source of competitive advantage.
 Organization believe they have a moral obligation to be more
socially responsible
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7. Dark Side of Green Marketing
There are so many people Who are willing to pay more for a green product.
Should that product not be green or live up its promises, many new green
consumers will lose faith in the movement as a whole.
Most of the companies turn green washing to make themselves look more
environmental friendly to gain profits. This misleading behavior helps to
change their image.
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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8. Companies using Green Marketing
 COCA-COLA
 WALT DISNEY WORLD
 MCDONALD’S
 XEROX
 CANON
 PHILIPS
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9. Examples: Green Marketing
 Macdonald’s have stopped packaging their meals in polystyrene containers and now use
cardboard which comes from a renewable resource and is biodegradable or recyclable.
 Unilever's efforts range from global in scope to smaller more regional programs. The
Help a Child Reach 5 campaign was launched by Unilever's Lifebuoy brand. This
program aims to end preventable deaths of children under five through the simple act of
improving hand-washing behaviors in India. This program has been significantly
expanded of late.
 Apple started recycling in 1994 and today they operate recycling programs in countries
where most of their products are sold. Apple recycled 13 million pounds of e-waste in
2006, which is equal to 9.5% of the weight of all products Apple sold seven years
earlier. This percentage grew to 13% in 2007, and to 20% in 2008. By 2010, they had
forecast recycling 19 million pounds of e-waste per year — nearly 30% of the product
weight we sold seven years earlier.
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10. Conclusion
 Green Marketing covers more than a firm’s marketing claims
 Firms have a great impact on the natural environment
 Consumers lay too much responsibility on industry and Government
 Firms alone cannot lead the Green Marketing revolution
 Consumers and industrial buyers have ability to pressure organizations to
integrate environmental factors.
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