GREEN MARKETINGBY

M.UMAIR YOUNUS

Introduction

Marketing of Environmentally safe Products Minimize negative effects on the physical Environment Ecological concerns products

Definition

“ 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 “

Or

“The marketing of products that are presumed to be environmentally safe”

History

The term Green Marketing came into prominence in the late 1980s and early 1990s

"Ecological Marketing" in 1975

Power of Green Lies in Marketers’ Hands

Power to restore our environment Power of green lies in the hands of marketers Design and promote cleaner products

Why is Green Marketing Important?

Limited resources to satisfy world’s unlimited wants Looks at how marketing activities utilize these limited

resources, while satisfying consumers wants, both of individuals and industry, as well as achieving the selling organization's objectives

Implementing Green Marketing Strategies and Tactics

P’s Of Marketing Mix

• Product• Pricing• Promotion• Placement

…the other ‘P’

• People• Process• Physical Evidence• Packaging

4s of Green Marketing

• Safety of product

• Satisfaction of customer

• Social acceptability of a product

• Sustainability of the product

Need of Green Marketing On our planet sources are limited and human needs

(wants) unlimited green marketing is important for the firms to utilize the

limited resources satisfying the consumer needs as well as achieving the organization’s selling objectives

Reasons why firms are adopting Green Marketing

SOCIAL RESPONSIBILITY LAWS COMPETITION COST REDUCTION

Companies Using Green Marketing

COCA-COLA WALT DISNEY WORLD MCDONALD’S XEROX CANON PHILIPS

Problems with Green Marketing

Ensure that your activities are not misleading to consumers or industry

There is difficulty in establishing policies that will address all environmental issues

The environmentally responsible action of today might be harmful in the future

Problems with Green Marketing

Reacting to competitive pressures can cause all to make the same mistake as the leader.

To reduce costs or increase profits may not force firms to address the important issue of environmental degradation

Suggested Solution

Environmentally responsible organizations should attempt to minimize their waste

Organization policy Employee Awareness Program Effective Communication Constantly Refine The Product & Processes Back Up From Top level

Benefits

Improved environmental quality & customer satisfaction

Consumer value positioning Efficiency and cost effectiveness Health and safety Gaining and retaining customers Innovation in products and operations Staff Development

Conclusion Green marketing covers more than a firm's marketing

claims. Firms have a great impact on the natural environment. Consumers lay too much responsibility on industry and

government. firms alone cannot lead the green marketing revolution. consumers and industrial buyers have ability to pressure

organizations to integrate environmental factor.

Reference www.treehugger.com www.ecomall.com www.greenmarketingcorner.com www.greenpeace.org “Power of Green Lies in Marketers’ Hands”

By Jacquelyn Ottman

September 9, 2008