Transcript green marketing

GREEN
MARKETING
CONTENTS
• Introduction
• What is green marketing ?
• History
• Why green marketing?
• Green marketing mix
• Examples
• Conclusion
Introduction
• Environmental claims can be a powerful
marketing tool. Companies are increasingly
using environmental claims in an attempt to
differentiate themselves and their products from
the competition.
Introduction
• These claims come in a wide range of forms,
including statements about environmental
sustainability, recycling, energy and water
efficiency or impact on animals and the natural
environment.
What is green marketing?
• green marketing is the marketing of products that are
presumed to be environmentally safeThus green
marketing incorporates a broad range of activities,
including product modification, changes to the production
process, packaging changes, as well as modifying
advertising.
• Other similar terms used are Environmental Marketing
and Ecological Marketing.
What is green marketing?
Since the 1980’s there have been a progressive
increase in consumer environmental consciousness, as
increasing kinds of environmental consciousness, as
increasing kinds of environmental problems put a strong
impact on all forms of life.
What is green marketing?
• Specifically, society in general regarded
business as the source of variety of
environmental problems.
These events caused to develop those
concepts such as social marketing and
environmental ( green ) marketing
History
• The term Green Marketing came into
prominence in the late 1980s and early
1990s.The American Marketing Association
(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".
History
• The first wave of Green Marketing
occurred in the 1980s. Corporate Social
Responsibility (CSR) Reports started with
the ice cream seller Ben & Jerry's where
the financial report was supplemented by
a greater view on the company's
environmental impact.
Why Green Marketing?
Why Green Marketing?
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Opportunity or Competitive advantage.
Moral obligation
Pressure from government
Competitor's environmental activities
Cost or profit issues
Why Green Marketing?
• In this contemporary world, an ecological issue
such as global warming interests both the
marketing practitioners as well as the
consumers. The term “green marketing” simply
denotes all the activities intended to generate as
well as facilitate any exchange in order to satisfy
human needs such that satisfying these needs
happen with the most minimal input on the
environment.
GREEN MARKETING MIX
• PRODUCT
The ecological objectives in planning products are to
reduce resource consumption and pollution and to
increase conservation of scarce resources)
• PRICE
Most consumers will only be prepared to pay additional
value if there is a perception of extra product value. This
value may be improved performance, function, design,
visual appeal, or taste. Green marketing should take all
these facts into consideration while charging a premium
price.
GREEN MARKETING MIX
PROMOTION
There are three types of green advertising:
• Ads that address a relationship between a
product/service and the biophysical environment
• Those that promote a green lifestyle by highlighting a
product or service
• Ads that present a corporate image of environmental
responsibility
PLACE
The choice of where and when to make a product
available will have significant impact on the customers.
Very few customers will go out of their way to buy green
products.
EXAMPLES
(Hybred Cars)
•Toyota Crown Hybrid Concept
•Audi Q7 Hybrid Concept
•BMW 7-Series ActiveHybrid Concept
•Ford Escape Hybrid 2008
•Dodge Ram Diesel Hybrid Electric Vehicle
•Honda Civic Hybrid 2009
•Hyundai Santa Fe Blue Hybrid Concept
•Saab 9-X BioHybrid Concept
•Ferrari going hybrid in 2015
Motorola Launches Its First Carbon Neutral Phone
Eco Whisky’s Healthy (For The Environment)!
CONCLUSION
•Green marketing should not neglect the economic aspect of
marketing. Marketers need to understand the implications of
green marketing.
•If you think customers are not concerned about
environmental issues or will not pay a premium for products
that are more eco-responsible, think again. You must find an
opportunity to enhance you product's performance and
strengthen
your
customer's
loyalty
and command a higher price.
CONCLUSION
•Green marketing is still in its infancy and a lot of research is
to be done on green marketing to fully explore its potential.