Green Marketing: A new Revolution

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Green Marketing A new
Revolution

• 
  Presented by
• Ms.
  Sulekha Munshi
• Dr.
  Deepali Saluja
• Ms.
  Anupama Munshi

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Introduction

• Green marketing incorporates a broad range of
  activities ,including product
• modification ,changes to the production
  process, packaging changes as well as modifying
  advertising.

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Myth About Green Marketing

• Unfortunately , a majority of people believe that
  green marketing refers to the promotion or
  advertising of products with environmental
  characteristics.

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4Ps of Green Marketing

• Product
• Companies identify the customers
  environmental needs and develop a product to
  address these needs ,for e.g.Queenslands only
  waterless printer.

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• Price
• this is a critical element of the marketing
  mix.most customers are willing to pay premium
  price if there is a perception of additional
  value.for e.g. organic products.

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• Place
• Actually very few customers go out
• To buy green products merely for the sake of
  it.marketers should position their products
  broadly in the market place so they are not just
  appealing to a small green niche market.

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• Promotion
• Smart green marketers will be able
• To reinforce environmental credibilty by
• Using sustainable marketing communication
  tools and practices.
• Example idea cellular services

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Firms using green marketing why ?

• Opportunities
• Organization perceive environmental marketing
  to be an opportunity that can be used to achieve
  organizations objectives.
• For eg. Xerox introduced a high quality recycled
  photocopier paper in an attempt he fto satisfy
  the demands of the firms for less environmentally
  harmful products

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• Social Responsibility
• Many companies are beginning to realize that
  they are the members of wider community and
  therefore must behave in environmental
  responsible fashion.egWalt Diseny world has an
  extensive waste management programme

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• Government pressure
• Government regulations are designed to control
  the environment of hazardous waste produced by
  firms .
• Many by-products of production are controlled by
  issuing of various environmental liscences

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• Competitive Pressures
• In many cases companies observe their
  competitors environmental behaviour and attempt
  to emulate this behaviour.

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• Lost Profit Issues
• Many Companies often develop environment
  friendly production processes that not only
  reduces waste but reduces the need for some raw
  material,thus having a doule cost saving.

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Conclusion

• The understanding of Green Marketing is still in
  its infancy ,perhaps because of its
  multidisciplinary nature.
• Marketing scholars focus on a host of business
  strategy public policy issues and also economic
  incentives in
• Influencing consumer behaviour,
• Where as for env. Economist green marketing

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• signifies a broader trend in the evolution of
  env. Policies.thus in nut shell we can conclude
  that
• Green marketing is more than just creating
  products that are env. Friendly.
• It is about systematic change in society that
  includes consumers , producers the general
  commercial structure .

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• Thank you