3. GREEN MARKETING ?
• Green Marketing is the marketing of products
that are presumed to be environmentally safe
4. DEFNITION OF GREEN MARKETING
• IT IS NOTHING BUT SELLING OF PRODUCTS OR
SERVICES BASED ON THEIR ENVIRONMENTAL
BENEFITS.
• SUCH A PRODUCT ENVIRONMENTALLY
FRIENDLY ITSELF OR PRODUCED OR PACKAGED
IN THIS WAY.
6. OPPURTUNITIES
• A 1994 study in Australia found that 84.6% of
the sample believed all individuals had a
responsibility to care for the environment.
• A further 80% of this sample indicated that
they had modified their behavior, including
their purchasing behavior, due to
environmental reasons [EPA-NSW 1994].
• As demands change, many firms see these
changes as an opportunity to be exploited.
7. Countries ranked according to their
response level on Green Marketing
RANK COUNTRIES
1 India
2 UK
3 US
4 Thailand
5 Australia
6 Canada
7 China
8. ROLE OF INDIA ?
• INDIA IS THE LEADING IN GREEN MARKETING
RANKS FIRST PLACE IN MARKETING.
• THERE ARE MANY COMPANIES TAKES SEVERAL
MEASURES FOR GREEN MARKETING.
• COMPANIES LIKE GODREJ, ITC, TATA GROUP
ARE THE MAJOR COMPANIES IN INDIA.
10. Chances Are Good
• California has been leading the way in
enacting green laws:
• Mandated recycling of TVs and monitors
• Requiring retailers to take back plastic bags
• Almost outlawed incandescent light bulbs
11. • MANY MANUFACTURING COMPANIES
RECOGNISE ENVIRONMENTAL CONCERN AS A
SOURCE OF COMPETATIVE ADVANTAGE AND
DEVELOPED PRODUCTS WITH GREEN IMAGE
FOR EXAMPLE :
12. • MC.DONALD’S HAVE STOPPED PACKAGEING
THEIR HAMBURGERS ETC IN POLYSTYRENE
CONTAINERS AND NOW USE CARDBOARDS
WHICH COMES FOR RENEWABLE RESOURCE
AND THIS IS BIODEGRADABLE OR RECYCLABLE
13. REQUIRMENTS
• THE PRODUCTION PROCESS IS COMPATIBLE WITH ECO SYSTEM
• IT IS COMPATIBLE WITH THE GOALS OF COMPANY
• IT SATISFIES THE CONSUMERS
14. ECO LABELLING
• ECOLABLE IS AN ENVIRONMENTAL CLAIM THAT
APPEARS ON THE PACKAGING OF THE PRODUCT.
• IT IS AWARDED TO A MANUFACTURER BY AN
APPROPRIATE AUTHORITY ISO 14020 IS GUIDE TO
AWARD ECO LABLES.
16. I want to protect the environment
for the benefit of future
generations
The Earth belongs to humanity to do
with as it pleases
Americans Believe in
Environmental
Stewardship :
17. A “Green Segmentation” of the Market
• 1 out of 10 adults – “Green Tech Leaders” – are influencers
– They also embrace technology and believe in its ability to solve problems
10%
31%
12%
22%
7%
18%
Green Tech Leaders
Green Tech Followers
Tech Savvy Green Sympathizers
Enviro-Friendly Skeptics
Naïve Consumers
Anti-Greens
• Another 2 out of 10 – “Green Tech Followers” – are deeply committed to green
issues and view technology as playing a role
18.
19. • IN 2004 ONE PRINT AND READ, GREEN VEHICLES. CLEANER FACTORIES IT’S
THE ROAD FOR OUR COMPANY, AND WE ARE WELL UNDERWAY.
• BUT IT IS ONLY PLANNED ON PRODUCING 20000 OF ITS HYBRID SUV’S PER
YEAR WHILE CONTINUING TO PRODUCE ALMOST 80000 F-SERIES TRUCK
PER MONTH
20. • GREEN WASHING IS MISLEADING.
• COULD RESULT IN CONSUMERS AND REGULATORY
COMPLACENCY.
• MAY ENGENDER CYNICISM.
