What is ?

According to the American Marketing

Association, green marketing is the marketing of
products that are presumed to be
environmentally safe.
 Green Marketing in India

 The term Green Marketing came into prominence in the

late 1980s and early 1990s.

 The American Marketing Association (AMA) held the first

workshop on "Ecological Marketing" in1975.

 The proceedings of this workshop resulted in one of the

first books on green marketing entitled "Ecological
Marketing".
 Why Go Green?

• Opportunities or competitive advantage.

• Corporate social responsibilities (CSR).
• Government pressure.
• Competitive pressure.
• Cost or profit issues.
Contd..
Contd.
Green Marketing Mix
 Product
• It is made from recycled materials or from
used goods.
• Customers who prefer environment friendly
product.
• Increase conservation of scarce resources.
• Green products attributes such as energy
saving, organic etc.
• Ex.- Macdonalds, nike
 Price
• Premium Pricing.
• Green products to have extra value.
• Prepared to pay additional value.
• Prices are little higher than conventional
alternatives.
• Showing that high out-of-pocket costs can
mean low long-run-costs.
 Place
• Where and when to make a product available.
• Method of distribution that combines speed
with “environmentally friendliness”.
• Marketing Local and Seasonal products.
• Use environment-friendly distribution
channels and
 Promotion
• Brand with green Logos and Insignias.
• Print on Recycled Paper.
• Operate Fuel Efficient Vehicles.
• Promote Local Vendors.
• Environmental Donations and Charities.
• Do Green Marketing Campaigns.
 GIVE TOM SHOES
• Campaign started to help the people of Ethiopia.
• Health Professionals educate patients and families.
• Wants to provide good care, better health facilities
and shoes to 30,000 children.
• Supporting Ethiopian shoe manufactures to
produce giving shoes and help to create new jobs .
 PODOCONIOSIS in Ethiopia
• A soil transmitted tropical disease caused by
working barefoot.
• Also known as Elephantiasis disease
• Soil is rich in silica that penetrates the skin and
makes the feet and lower leg swell.
 Conclusion
 Green marketing should not neglect the
economic aspect of 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.