1) Green Marketing. 2) Contents :- Introduction - 3 Meaning - 4 Importance - 5,6,7,8. Benefits - 9 Advantages - 10 Marketing Mix - 11,12 Reasons For Adopting Green Marketing - 13 Challenges - 14 Examples - 15

1. GREEN
MARKETING

2. Contents
1. Introduction
2. Meaning
3. Importance
4. Benefits
5. Advantages
6. Marketing Mix
7. Reasons For Adopting Green Marketing
8. Challenges
9. Examples

3. INTRODUCTION
• The promotion of environmentally safe or beneficial products, green
marketing began in Europe in the early 1980s when specific products
were identified as being harmful to the earth’s atmosphere.
• As a result, new green products were introduced that were less
damaging to the environment. The concept caught on in the united
states and has been gaining steadily ever since.
• As today’s consumers become more conscious of the natural
environment, businesses are beginning to modify their own thoughts
and behaviour in an attempt to address the concerns of consumers.

4. MEANING
• Green marketing is the marketing of products that are presumed to
be environmentally safe. It incorporates a broad range of activities,
including product modification, changes to the production process,
sustainable packaging, as well as modifying advertising.

5. Importance
We are well-versed with the fact that increasing the population and over-production of products
have been polluting the natural environment for the last two decades. There is growing interest
among people around the world regarding the protection of natural environment. People are
getting more concerned about the environment and changing their behavior for the protection
of the environment. Green marketing out there is not only meant for nature but it’s always going
to benefit the company in the long run.

6. • Access to New Markets :- The new culture of buying organic and eco-
friendly products has ultimately shifted the focus to the new domain of
marketing i.e. green marketing. A completely new market of green
consumers who are out there to buy green products than non-green
products.
• Positive Public Image:- With the campaign of “Go Green”, can make your
customers feel that the company has a responsible outlook towards natural
resources. This makes the customer think that since the company is aware of
the current scenario, then it also motivates them to adapt with eco-friendly
and clean habits. All this results in a good image of the brand in the eyes of
existing and prospective customers.

7. • Economic Advantages:- Going green is like a reduction in waste which equals
lower operating costs and more savings, both environmentally and economically.
Eco-friendly business equipment and practices such as – low-wattage or LED
lights, use of natural lighting, water conservation policies, mandatory recycling
and hybrid company vehicles save money on utilities, fuel, and office supplies.
This generates instant cash flow.
• Sustainability and Efficient Use of Resources:- Adapting a green and eco-friendly
lifestyle is all about sustainability. This sustainability transforms into profits in
green sectors with secure futures. Since there is no limit to human needs and
demands of resources is reversely proportional to the current availability of
resources. Greenmarkets need to facilitate consumers by consuming resources
efficiently. The future-safe markets include biomaterials, green buildings,
personal transportation, smart grids, mobile applications, and water filtration.

8. • Competitive Advantage:- Going green always adds up your consumer-base,
undoubtedly. This factor gives you a competitive advantage among other
companies in the same marketing line. This, also, sets an example in front of
society, that how eco-marketing can transform society. Because companies that
are adopting green marketing techniques gain a more competitive advantage
over other companies that are not conscious of such techniques and the
environment.

9. BENEFITS
• Improved environmental quality & customer satisfaction
• Safe and clean environment
• Efficiency and cost effectiveness
• Health and safety
• Gaining and retaining customers
• Innovation in products and operations
• Vicious cycle of objectives of company

10. Advantages
• Ensures sustained long-term growth along with profitability
• Saves money in the long run, although initial cost is more
• Helps the companies to market their products and services keeping the environment
aspects in mind
• Helps in accessing the new markets and enjoying competitive advantage
• Most of the employees also feel proud and responsible to be working for an
environmentally responsible company
• Promotes corporate social responsibility.

11. Marketing mix
• Product: The ecological objectives in planning products are to reduce resource
consumption and pollution and to increase conservation of scarce resources
• Price: Price is a critical and important factor of green marketing mix. Most consumers
will only be prepared to pay additional value if there is a perception of extra product
value. This value may be improved performance, function, design, visual appeal, or
Green marketing should take all these facts into consideration while charging a premium
price

12. • Promotions: There are three types of green advertising:
I. Ads that address a relationship between a product/service and the
biophysical environment
II. Those that promote a green lifestyle by highlighting a product or
III. Ads that present a corporate image of environmental responsibility
• 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
their way to buy green products

13. Reasons For Adopting Green Marketing
 Opportunities available and competitive advantage
 Corporate social responsibility on the part of companies
 Government regulations
 Competition with other responsible companies
 Goodwill of the company
 Environment conscious consumers
 For conserving scarce natural resources

14. Challenges
• Green products require renewable and recyclable material, which is costly.
• Requires a technology, which requires huge investment in R&D
• 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.

15. Examples
• Eat raja (malleshwaram) Recent trend everyone are following Those
wastes r given to animals (cows)
• Coco cola Bottle plantation and plant based bottles.
• Apple 100% aluminium recycle in MacBook air
• Mc Donald's replacing it's clamshell packaging with paper packaging
• Electric vehicles avoid petrol
• Honda (hybrid car)
• agriculture (harvesting(medicines)
• ITC (paper craft)
• Indusland bank first solar power ATM
• Digital tickets by Indian Railways
• Edible Cutlery By Narayana Peesapaty.