Marketing

Presented by:-
Nand kishor
 CONTENT
• Definition
• Introduction
• Why Green Marketing
• Green Aspects in Services
• Benefits Of Green Marketing
• Green Marketing Mix
• Strategies
• Challenge Ahead
• Conclusion
• Strategies
 DEFINITION

• Marketing of products /or services based on

their environmental benefits.
• Incorporates a broad range of
activities
• product modification
• changes to the production process
• packaging changes
• modifying advertising
 INTRODUCTION

• "Green or Environmental Marketing consists

of all activities designed to generate and
facilitate any exchanges intended to satisfy
human needs or wants, such that the
satisfaction of these needs and wants occurs,
with minimal detrimental impact on the
natural environment."
 WHY GREEN MARKETING
• Opportunities or competitive advantage.
• Corporate social responsibilities (CSR).
• Government pressure.
• Competitive pressure.
• Cost or profit issues.
 GREEN ASPECTS IN SERVICES

FINANCIAL SERVICES:

• Use of electronic printing media

• Use of technology to cut short the usage of paper
• High accessibility rate to reduce the mile coverage by the
users and the executives
• Use of air conditioners with high star-rating and CFL lighting to
reduce power consumption
• Green planting spread within the working space
TRANSPORTATION
SERVICES:

• Wide spread public transport

system
• Heavy investment to avoid use
of diesel
• Using recyclable products
• Electric vehicles for rent
MEDICAL SERVICES:

• Donation camps
• Rural areas visits
• Free check-up
• Free medication
• Integration of all services
under one roof
• Paper covers instead of plastic
EDUCATIONAL
INSTITUTIONS:

• Use of electronic media to avoid paper and other

stationary
• Make students participate in social welfare activities
• Maintain greenery in the campus
• Discourage the use of personal vehicles
• Use power efficient equipment
RETAIL SERVICES:

• Discourage plastic bags

• Wax paper printing
• Online trading
• Help raise funds for needy
• Moderate lighting
• Spread maximum products
• Promote green products
 Benefits of
Green Marketing
• Companies that develop new and improved
products and services with environment
inputs in mind give themselves access to new
markets, increase their profit sustainability,
and
enjoy a competitive advantage over the
companies which are not concerned for the
environment.
 Green Marketing Mix
The ecological Price is a critical and important
objectives in factor of green marketing mix.
planning products Most consumers will only be
are to reduce prepared to pay additional value
resource if there is a perception of extra
consumption and product value. This value may be
pollution and to improved performance,
increase function, design, visual appeal,
conservation of or taste. Green marketing should
scarce resources. take all these facts into
consideration while charging a
premium price.
Ads that address a
The choice of
where and when to relationship between a
make a product product/service and the
available will have biophysical environment.
significant impact Those that promote a
on the customers. green lifestyle by
Very few customers
highlighting a product or
will go out of their service.
way to buy green
Ads that present a
products.
corporate image of
environmental
responsibility.
 STRATEGIES
• Marketing Audit (including internal and
external situation analysis).
• Develop a marketing plan outlining strategies
with regard to 4 P's.
• Implement marketing strategies.
• Plan results evaluation.
 CHALLENGES AHEAD
• 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.
 CONCLUSION
• Green marketing should not neglect the
economic aspect of marketing. Marketers
need to understand the implications of green
marketing.

• Green marketing is still in its infancy and a lot

of research is to be done on green marketing
to fully explore its potential.
 SUGGESTIONS
• Improve awareness about green products and
there effectiveness.
• Green products should be priced according to
it’s quality.
• There should not be more price difference
between standard product and green product.
• Green product’s quality should be better than
standard products.