GOODMORNING

Green Marketing

By:
Shashi Kant Pandey
Reg. No. 10802259
Roll No. A 27
 Introduction
 The marketing efforts to produce, promote, distribute
and reclaim products or services which are
environmentally safe or has environmental benefits.

 Such a product or service may be environment friendly

or produced and/ or packaged in an environment
friendly way

 The assumption of this marketing is that the potential

consumers will view a product or service’s GREENNESS
as a benefit and make their buying decision accordingly.
Products are not green/ecofriendly if
 Its raw materials are scarce or hard to get.

 Its design or manufacturing cause pollution or excess

power usage.

 It is non-disposable.
 History
 The AMA held the first workshop on “Ecological
marketing” in 1975.

 The proceedings of this workshop resulted in one of the

first books on Green Marketing entitled “Ecological
Marketing” by Jacquelyn Ottman in late 1970s.

 The term Green Marketing came in to picture in the late

1980s and early 1990s.
 Importance of green marketing
 What is it?

 What are the benefits?

 How do we do it?

 Examples
 What is it?
 Corporate Social Responsibility

 Triple Bottom Line Accounting

 New Product Innovation

 Company Ethos
 Corporate(social) responsibility
 Term is new, practice is not.

 CSR is about sustainability – of profits, the company, its

people and the environment.

 It’s now about how a company EARNS its money, not

how it SPENDS it.
 Why should we do it?
 Consumer Demand.

 £26 billion on ethical goods in 2005 in Britain.

 The number of people who felt guilty about unethical

purchases more than doubled in the decade up to 2004,
from 17 % to 35%.

 And the number of people who recycled at least once a

year increased from 73% to 93%.
 How do we do it?
 Company values

 Mission and aims

 Marketing and transparency

 Supply chain management

 Green marketing ideas for business
 Get Your Brand out there

 Sustainable Packaging

 Transportation

 Give Local Love Receive Local Love

 Challenges
 Consumers awareness (education and knowledge).

 Variety of products.

 Price of green products are slightly more.

 People does not want to stop consuming but want

to buy ways that does not harm the environment.

 To construct a consumer society that

accommodates less waste and lower emission.
 Benefits

 Reputation
 Gaining and retaining customers
 Cost savings (CNG)
 Innovation in products and operations
 Staff Developments
 Energy, Enthusiasm and Openness
 Supplier Contracting
 Electronics sector
 Facts and figures
 The UK green economy is expected to be worth £30
billion by 2010.

 When you recycle 1 glass bottle, you save the amount of

energy needed to light a 100 watt bulb for 4 hours.

 The use of bulbs cause emission of carbon-di-oxide, so

replace bulbs by CFL (Compact Fluorescent Light) lamps.
 Companies with green marketing
 Philips

 Aveda

 Long Hog

 Unilever

 Marks and Spencer

 Canon
NGO-Greenpeace
Solar products
Recycled/ecofriendly products
Hybrid/Electrical cars
Thank you