Green Marketing Roll No.23, Kumar Saurabh Tiwari

7/28/2019 Green Marketing Roll No.23, Kumar Saurabh Tiwari

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Green MarketingWay Ahead To Sustainability

By - Kumar Saurabh Tiwari

Roll No. - 23


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INTRODUCTION

It refers to the process of selling

products or services based on their

environmental benefits. Suchproducts & services may be

environmental friendly in itself or

produced or/and packaged in an

environmental friendly way.


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examples.

CNG in public transport system to curb

pollution.

Making of roads by using the plastics

wastes.

Manufacturing hybrid and electric vehicles

to reduce dependency on fuels .

Development and marketing of organicfood products.

Developing green buildings and offices.


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HISTORY

Attention was drawn to the subject in

late 1970s when the American

Marketing Association organized a

workshop on Ecological Marketing in1975.

First definition -

The implementation of

marketing programs directed at the

environmentally conscious market

segment(

Henion1976)


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continued .

Evolved to -The process of planning, implementing

and controlling the development,

pricing, promotion and distribution ofproducts in a manner that satisfies the

following criteria-

Customers need are met

Organizational goals are attained

And the processes are compatible

with ecosystems ( Fuller 1999)


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continued .

According toOttman(1993) GreenMarketing serves two key objectives -

To develop products that incorporates

consumer needs for convenience,affordable prices & performance whilehaving minimum impact on environment

To project an image of high quality,including environmental aspects both inregard to product attributes andmanufacturers track record forenvironmental compliance.


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OBJECTIVES

Green Marketing must satisfy

two objectives -

Improved environmental

quality

Customer Satisfaction


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Green Marketing Myopia

In 1960, Harvard Business professor

Theodore Levitt introduced the concept

in an article Harvard BusinessReviewDefinition -

The pitfalls of companies

tunnel vision which focuses onmanaging products instead of

meeting consumer needs


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THREE Cs

Evidence indicate that successful

green products have avoided Green

Marketing Myopia by following threeimportant principles -

Consumer Value Positioning

Calibration of Consumer Knowledge

Credibility of Product Claims


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Consumer Value Positioning

Efficiency and Cost

Effectiveness Health and Safety

Performance

Symbolism and Status

Convenience


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Calibration of Consumer

Knowledge Educate consumers with marketing

messages that connect environmentalproduct attributes with desired consumervalue.

Frame environmental product attributes as

solutions of consumer needs.

Create engaging and educational internetsites about environmental products desired

consumer value.


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Credibility of Product Claims

Employ environmental product andconsumer benefit claims that are specific,meaningful, unpretentious and qualified.

Procure product endorsement or eco-certifications from trustworthy third partiesand educate consumers about them.

Encourage social and InternetCommunication Networks with compelling,interesting and entertaining information aboutenvironmental products.


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GREENWASHING

The term was coined by New Yorkenvironmentalist Jay Westerveld.

Green washing is a term describing thedeceptive use of Green Marketing in order topromote a misleading perception that acompany's policies or products (such as goodsor services) are environmentally friendly.

The term Green Sheen has similarly beenused to describe organizations that attempt to

show that they are adopting practices beneficialto the environment.


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Six Sins of Green washing

Sin of Hidden Trade-Off

Sin of No Proof

Sin of Vagueness

Sin of Irrelevance

Sin of Fibbing

Sin of Lesser of Two Evils


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Green Marketing

Grassroot driven and humorous ; Not Preachy

Factors differentiating theconsumers -

Cost driven market Low level of awareness

Degree of New product acceptance

Less developed means ofcommunication

Language barriers

Use of redundant technologies in most

of


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Consumption Patternexamples

There is very less uptake of solar batteriesand

equipments (cooker etc).

Samsung solar mobile Guru did not find footin

market due to inconvenience in solar

charging. Battery operated LG TV failed in Indian

market

Very less consumption of CFL bulbs due to

high


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Saving Energy Turning off the equipment

Encouraging communication by e-mails

Reducing fax related paper waste Not leaving taps dripping

Finding suppliers who take back

packaging for reuse

See if the existing furniture can be

refurbished

F t t l th th t


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Fortunately there are other ways too,

to save energy !


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CONCLUSIONIf business leaders recognize the vastpotential that green business has,and

then decide to invest their time, money

and effort; the world would get benefited

from this practice.

Real and substantial economic rewards

await those who approach ecological andsustainable niches with a sincere

concern and good ideas.


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THE ENDSpecial Thanks To-

Anu Kohli Mam

Documents

Green Marketing Roll No.23, Kumar Saurabh Tiwari