Transcript Green Marketing Mix

• Introduction
• Evolution
• Definition
• Benefits
• Green Marketing Adaption
• Green Marketing Mix
• Challenges
• Green ?
• Green marketing strategies
• Conclusion
• The promotion of environmentally safe or beneficial products, green marketing
began in Europe in the early 1980s when specific products were identified as being
harmful to the earth’s atmosphere.
• As a result, new “green” products were introduced that were less damaging to the
environment. The concept caught on in the United States and has been gaining
steadily ever since.
• As today’s consumers become more conscious of the natural environment,
businesses are beginning to modify their own thoughts and behavior in an attempt to
address the concerns of consumers.
According to Peattie (2001), the evolution of green marketing has three phases.
First phase was termed as "Ecological" green marketing, and during this period all marketing
activities were concerned to help environment problems and provide remedies for environmental
problems.
Second phase was "Environmental" green marketing and the focus shifted on clean technology
that involved designing of innovative new products, which take care of pollution and waste issues.
Third phase was "Sustainable" green marketing. It came into prominence in the late 1990s and
early 2000.
• Pride and Ferrell (1993) Green marketing, also alternatively
known as environmental marketing and sustainable marketing,
refers to an organizations efforts at designing, promoting, pricing
and distributing products that will not harm the environment
A sign of a good green marketing program is one that has strong links to local
environmental groups and that achieves broad support among regional and national
groups with an interest in promoting renewable power.
Companies that develop new and improved products and services with environment
inputs in mind give themselves access
 to new markets
 increase their profit sustainability and
 enjoy a competitive advantage over the companies
which are not concerned for the environment.
There are basically five reasons for which a marketer should go for the adoption of
green marketing.
They are –
• Opportunities or competitive advantage
• Corporate social responsibilities (CSR)
• Government pressure
• Competitive pressure
• Cost or profit issues
The 4 P's of green marketing are that of a conventional marketing but the challenge
before marketers is to use 4 P's in an innovative manner.
Product
The ecological objectives in planning products are to reduce resource consumption and
pollution and to increase conservation of scarce resources (Keller man, 1978).
Price
Price is a critical and important factor of green marketing mix. 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.
The 4 P's of green marketing are that of a conventional marketing but the challenge
before marketers is to use 4 P's in an innovative manner.
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.
G eneralise with care.
R emember
E xplore
E nsure
N eutrality is important.
Green products require renewable and recyclable material, which is costly
Requires a technology, which requires huge investment in R & D
Water treatment technology, which is too costly
Majority of the people are not aware of green products and their uses
Majority of the consumers are not willing to pay a premium for green products
LOGO
It is of Greek origin, and its meaning is "light green semiprecious gemstone".
The word is of Indian origin, from the Sanskrit term "veruliya".
The beryl was considered a token of good luck.
Green Marketing Strategies
We are been greener at all stages:
Manufacturing
Transportation
Product Use
Recycling
Facilities
Green Marketing Strategies
Manufacturing
Material use:
Beryl designs smaller, thinner, lighter products, we do more with less
material.
Manufacturing
Beryl features a revolutionary unibody design, which replaces dozens of
individual parts with a single piece of recyclable aluminum.
Green Marketing Strategies
`Toxic substance removal.
Beryl designs smaller, thinner, lighter
products, we do more with less
material.
Manufacturing
Beryl features a revolutionary unibody
design, which replaces dozens of
individual parts with a single piece of
recyclable aluminum.
Green Marketing Strategies
Smaller packaging.
Efficient packaging design helps reduce
the
emissions
produced
during
transportation.
Transportation
Green Marketing Strategies
Energy use
Beryl designs products to be energy efficient. In fact, every
Beryl meets the strict low-power requirements of the
ENERGY STAR specification.
Energy Efficiency
Lower power consumption reduces energy bills and lessens
the environmental impact of greenhouse gas emissions from
power plants.
Green Marketing Strategies
Power Management
There are three ways to reduce a product’s energy
consumption: Use more efficient power supplies, use
components that require less power, and use power
management software. .
Energy Efficiency
Green Marketing Strategies
Product recyclability.
Beryl approach to recycling begins in the design stage, where we
create compact, efficient products that require less material to
produce.
Recyclability
Longer-lasting products
The built-in battery in Beryl is a perfect example. Other notebook
batteries can be charged only 200 to 300 times.
The Beryl battery can be charged up to 1000 times.
And because this battery lasts up to five years, Beryl uses just one
battery in about the same time a typical notebook uses three.
That saves you money, produces less waste, and increases the
lifespan of your Beryl.
Green Marketing Strategies
Highly recyclable products
Beryl products are made of high-quality materials such as
aluminum, polycarbonate, and glass, making them extremely
valuable to recyclers.
Recyclability
Beryl recycling programs
Beryl offers a free recycling program for old computers and displays
with the purchase of any new Beryl.
A free Beryl recycling program conducted through Beryl Retail
Stores offers environmentally friendly disposal and 10 percent off the
purchase of a new Beryl.
And a free online recycling program takes back all Beryl models—
regardless of manufacturer.
Green Marketing Strategies
Energy use
Beryl reduces energy use in our facilities in a number of ways. We
have installed energy-efficient lighting and added motion sensors for
automatic shutoff, saving electricity.
Facilities
Our units operate entirely on renewable energy. And, of course, we
use energy-efficient Beryl computers in all our facilities.
Green Marketing Strategies
Employee Commuter Programs
Beryl provides its employees with alternatives to driving their own
vehicles to work.
Many employees take advantage of our public transportation
incentives.
Facilities
And each day, Beryl employees ride our free biodiesel commuter
coaches.
Product
Beryl Basic
Beryl HT333
Offer Price
Rs. 19990/-
Rs. 24,990/-
General Features :
Intel Atom Processor 1.6 GHz
Genuine Windows XP Home
10" TFT display with 1.3 megapixel web
camera
3 USB ports
8 in 1 card reader
1 GB RAM
160 GB HDD
no optical drive
Weight 1.3 Kg
Intel Atom Processor 1.6 GHz
Genuine Windows XP Home
10" TFT display with 1.3 megapixel web
camera
3 USB ports
8 in 1 card reader
2 GB RAM
320 GB HDD
Weight 1.3 Kg
Wi-Fi 802.11 b
Warranty Status :
5 Year Onsite Manufacturer Warranty
5 Year Onsite Manufacturer Warranty
Estimated Delivery Time :
10 Days
10 Days
Product
Beryl HT666
Beryl HT999
Offer Price
Rs. 30990/-
Rs. 36,990/-
General Features :
Intel(R) CoreTM2 Duo Processor T6400
(PENRYN)
Genuine Windows Vista(R) Home Basic
2 GB RAM
160 GB SATA HDD
LAPTOP LEATHER BAG
Wi-Fi 802.11 ‘g’ and
Bluetooth
14.1" (35.8 cms) WXGA TFT with webcam
DVD Super multi drive
eSATA Port
HDMI Port
4 cell battery with up to 9 hours battery
life
Weight 2.2 Kg
Intel(R) CoreTM2 Duo Processor T6400
(PENRYN)
Genuine Windows Vista(R) Home Basic
4 GB RAM
320 GB SATA HDD
LAPTOP LEATHER BAG
Warranty Status :
5 Year Onsite Manufacturer Warranty
5 Year Onsite Manufacturer Warranty
Estimated Delivery Time :
10 Days
10 Days
Wi-Fi 802.11 ‘n’
Bluetooth
14.1" (35.8 cms) WXGA TFT with webcam
DVD Super multi drive 9 in 1 Card Reader
eSATA Port
HDMI Port
6 cell battery with up to 11 hours battery
life
Weight 2.2 Kg
Models
Bag Features:
The Generator Laptop Bag From Voltaic Systems
Eco Factor:
Solar Panels to power your laptop for extended periods of time (and
just about any handheld electronic for that matter), but it's made from
recycled PET bottles to boot.
Recycled Polyester
Its innovative energy storage system—storing up to 15 watts when fully
charged
Bags
Bags
Promotion:
• TV and Print Media
Online Marketing
• Social Networking – twitter, facebook
• Blogs & Word Press
• Communities
• Podcast/ Video casts – Digital media file sent over internet played in media player &
PC’s. Ex. Ads on You tube or online videos
• CRM Concepts – Chat bulletin boards, outgoing e-mail/ distributed email.
• Sales promotion – contests(it requires skill) & Sweeptakes (involves only a pure
chance of drawing for the winners), discount offers, exchange offers
• Website – low cost alternative to paper brouchures or press releases sent in
overnight mail; product information often updated in company databases; It can
reach new prospects who are searching for particular product.
• Online Events – sponsoring for online event like Greenathon by NDTV, Green
Christmas Appeal on websites like www.bemoreeco.com
Promotion:
Internet Advertising Formats
• Display/ Banner ads (Rectangular, skyscrapers, pop-ups, buttons)
• Transition ads(Appear before content is downloaded) – Indian Railways Ticket
process
• Floater ads – flash and java is used
• Sponsorships – Sponser ads on google and other sites.
• E-mail Ads
• Mobile ads
768 x 90
336 x 280
336 x 280
160 x 600
Place or Distribution:
Beryl Outlets and service centers in all major cities in India.
Authorized Services Centers
Authorized Dealers