PRESENTED BY SYARAN SAI

GREEN MARKETING ?

• Green Marketing is the marketing of products that are presumed to be environmentally safe

DEFNITION OF GREEN MARKETING

• IT IS NOTHING BUT SELLING OF PRODUCTS OR SERVICES BASED ON THEIR ENVIRONMENTAL BENEFITS.

• SUCH A PRODUCT ENVIRONMENTALLY FRIENDLY ITSELF OR PRODUCED OR PACKAGED IN THIS WAY.

OBJECTIVES

• MUTUAL BENFIT

• COMPETATIVE EDGE

• RASING GREEN DEMAND OF CUSTOMERS

• HIGH PROFIT MARGIN

OPPURTUNITIES

• A 1994 study in Australia found that 84.6% of the sample believed all individuals had a responsibility to care for the environment.

• A further 80% of this sample indicated that they had modified their behavior, including their purchasing behavior, due to environmental reasons [EPA-NSW 1994].

• As demands change, many firms see these changes as an opportunity to be exploited.

Countries ranked according to their response level on Green Marketing

RANK COUNTRIES

1 India

2 UK

3 US

4 Thailand

5 Australia

6 Canada

7 China

ROLE OF INDIA ?

• INDIA IS THE LEADING IN GREEN MARKETING

RANKS FIRST PLACE IN MARKETING.

• THERE ARE MANY COMPANIES TAKES SEVERAL MEASURES FOR GREEN MARKETING.

• COMPANIES LIKE GODREJ, ITC, TATA GROUP

ARE THE MAJOR COMPANIES IN INDIA.

The greenest company was Godrej and Boyce.

Chances Are Good

• California has been leading the way in

enacting green laws:• Mandated recycling of TVs and monitors

• Requiring retailers to take back plastic bags

• Almost outlawed incandescent light bulbs

• MANY MANUFACTURING COMPANIES RECOGNISE ENVIRONMENTAL CONCERN AS A SOURCE OF COMPETATIVE ADVANTAGE AND DEVELOPED PRODUCTS WITH GREEN IMAGE

FOR EXAMPLE :

• MC.DONALD’S HAVE STOPPED PACKAGEING THEIR HAMBURGERS ETC IN POLYSTYRENE CONTAINERS AND NOW USE CARDBOARDS WHICH COMES FOR RENEWABLE RESOURCE AND THIS IS BIODEGRADABLE OR RECYCLABLE

REQUIRMENTS• THE PRODUCTION PROCESS IS COMPATIBLE WITH ECO SYSTEM

• IT IS COMPATIBLE WITH THE GOALS OF COMPANY

• IT SATISFIES THE CONSUMERS

ECO LABELLING

• ECOLABLE IS AN ENVIRONMENTAL CLAIM THAT APPEARS ON THE PACKAGING OF THE PRODUCT.

• IT IS AWARDED TO A MANUFACTURER BY AN APPROPRIATE AUTHORITY ISO 14020 IS GUIDE TO AWARD ECO LABLES.

ECO LABLING LEADS TO

I want to protect the environment

for the benefit of future

generations

The Earth belongs to humanity to do with as it pleases

Americans Believe in

Environmental

Stewardship :

A “Green Segmentation” of the Market• 1 out of 10 adults – “Green Tech Leaders” – are influencers

– They also embrace technology and believe in its ability to solve problems

10%

31%

12%

22%

7%

18%

Green Tech Leaders

Green Tech Followers

Tech Savvy Green Sympathizers

Enviro-Friendly Skeptics

Naïve Consumers

Anti-Greens

• Another 2 out of 10 – “Green Tech Followers” – are deeply committed to green issues and view technology as playing a role

• IN 2004 ONE PRINT AND READ, GREEN VEHICLES. CLEANER FACTORIES IT’S THE ROAD FOR OUR COMPANY, AND WE ARE WELL UNDERWAY.

• BUT IT IS ONLY PLANNED ON PRODUCING 20000 OF ITS HYBRID SUV’S PER YEAR WHILE CONTINUING TO PRODUCE ALMOST 80000 F-SERIES TRUCK PER MONTH

• GREEN WASHING IS MISLEADING.

• COULD RESULT IN CONSUMERS AND REGULATORY COMPLACENCY.

• MAY ENGENDER CYNICISM.