Overview

Meaning And Need For Green Marketing

Evolution Of Green Marketing
Five rules for Green Marketing
How to develop Greener product that
consumer will like to buy
Green Product Development Issues
Strategies for the success of Green Product
Challenges for Green Marketing
Environmental stake holders
Some of the Examples for Green Marketing
According to the American Marketing Association,
green marketing is the marketing of products that
are presumed to be environmentally safe.

Green marketing refers to the process of selling

products and/or services based on their environmental
benefits. Such a product or service may be
environmentally friendly in itself or produced and/or
packaged in an environmentally friendly way.
 As resources are limited and human wants are
unlimited, it is important for the marketers to utilize
the resources efficiently.

 There is growing interest among the consumers all over

the world regarding protection of environment.

 It emerged as growing market for sustainable and

socially responsible products and services.
“Did you know that between 80
and 85 percent of the energy
used to wash clothes
comes from heating the water?
Tide Coldwater—The Coolest
Way to Clean.”
Tide Coldwater Laundry Detergent
 Know your customer.
 Be transparent.
 Reassure the buyer.
 Consider your pricing.
How To Develop Greener Products
That Consumers will Like-And Buy
It means assessing the environmental
implications of a product at every phase
in its life cycle.

LCI is extremely useful for:

existing products
areas for improvement
proposed changes
 Benefits are:
 It can provide opportunities to preempt
competition and costly legislation.
 In the process, it can often lead to positive
publicity and enhanced brand and corporate
image.
 It also try to solve the most significant long
term issues associated with your products and
packaging. Most often, this will entail pursuing a
source reduction strategy.
Environmental issues are quality issues
and as such are part of an overall
societal trend toward health maintenance
 Raw materials acquisition and processing
 Conservation of natural resources like
water, land, and air.
 Waste minimization and pollution
prevention, especially the use and
release of toxics.
 Use of renewable resources; sustainable
use of resources.
 Use of recycled material
 Energy efficiency

 Conservationof natural resources such

as water required for the use of the
product

 Consumer health and environmental

safety
 Minimal use of material.
 Energy efficiency
 Water use.
 Emissions to air, water, land.
 Recyclability,
and ease of reuse,
remanufacture, and repair

 Durability

 Biodegradability

 Safe when incinerated or landfilled

 Minimizing Direct Environmental impact
 Source Reduce Products And Packaging
 Eliminate packaging
 Lightweight packaging
 Concentration products
 Concentrate products
Develop Multi-purpose Products
 Use Recycled Content

 Make Products More Energy Efficient.

 Maximize Consumer And Environmental

Safety.

 Make Products More Durable

 Make Products And Packaging Reusable or

Refillable.
 DesignProducts For Remanufacturing,
Recycling, and Repair.

 Take Products Back For Recycling.

 Make Products and Packaging Safe to

Landfill or Incinerate.

 Make Products Compostable.

CHALLENGES OF GREEN MARKETING
CHALLENGES OF GREEN
MARKETING
1.How to define green
• It is relative.
e.g.: McDonald’s replaced paper
hamburger wraps with polystyrene
clamshells.
2.How to enlist consumer support for lifestyle
changes necessary for greener behavior
and products.
While green products can often be less
costly, more convenient, or perform better
than alternatives, at times, they can also be
less sanitary, less efficient, and less
convenient.
3. How to overcome
misperceptions and
balance environmental ills
with solutions.
• They can pose significant
risks to industry, forcing
unnecessary and costly
changes in products and
manufacturing processes.
4.How to communicate without uniform guidelines
for environmental marketing terms.
• There are currently no nationally accepted
guidelines for using environmental marketing
claims for advertising and product labeling.
• This lack of consistency among industry,
government, and the scientific community is
confusing consumers and is creating an uneven
playing field.
5.How to gain credibility and assert that the
interests of industry do not conflict with
greenness.
Industry is seen as creating the bulk of all
pollution and controlling most of the natural
resources, but is not perceived as having the
necessary incentives to prevent further pollution
or encourage cleanup. This has resulted in low
credibility for industry’s environment related
messages.
E.g.: P&G
6.Eco-Strategic Change Management
Concept.
7.Marketing and Promotion of Green
Products
• It is important to
create awareness
among consumers
that there are
alternatives and that
even small
contributions that
involve little sacrifice
actually make a
difference.
 The Environmental Stakeholders:

Environmental stakeholders extend beyond the

obvious corporate stakeholders of employees,
investors, and suppliers to include legislators and
government agencies, educators,
environmentalists, retailers, the media, and
children. There is as much to gain from enlisting
their sup­port as there is to lose if they are
ignored.
 The Consumer as Stakeholder

Consumers are important stakeholders

because purchasing behavior is based on their
perceptions and their cooperation is vital to many
of industry's environmental necessities such as
reducing solid waste. Enlist­ing consumers'
support provides marketers with the opportunity
to maintain their loyalty and secure much needed
cooperation.
 Children as Stakeholders
If adults represent an opportunity for
marketers, addressing children's environmental
concerns holds even more promise. Children not
only represent a large buying force in and of
themselves, but they increasingly influence their
parents' purchasing decisions. As future
consumers, they are stakeholders worth
developing relationships with now.
 Environmental Group Stakeholders

Alliances with environmentalists can help

marketers enhance impact, establish credibility
with consumers and media, obtain valuable
inputs for business and marketing planning, and,
most importantly, ensure that a balanced point of
view is communicated to all other stakeholders.
 Media Stakeholders
Quick to broadcast environment-related
accidents and to point out ways that popular
products can harm the environment, media can
also be responsive to industry's pro-active
initiatives. A cooperative spirit is critical to
developing this opportunity, and education will be
needed to make sure that messages conveyed to
consumers are accurate and fair.
 Retailer Stakeholders
Retailers are on the front line of consumer
concern, and they have their own environmental
issues to manage, particularly regarding solid
waste. At the same time, they have direct access
to affluent green consumers and know it.
Marketers who build coalitions with retailers
aimed at solv­ing their needs and the needs of
their customers will enjoy enhanced sales and
strengthened vendor relationships.
 Government Stakeholders
Long viewed as an adversary to business, many
marketers are finding that working with
government can help to create balanced
legislation. It can also pay off in access to
technical resources and information that can
provide competitive leverage and open the door
to new marketing op­portunities. A pro-active
stance is required to take advantage of these
opportunities.
Some of the examples of green marketing:
 CONCLUSION:

Green marketing is catching on in a big way.

Marketers as well as consumers are slowly but
strongly recognizing it. Awareness is being
created about the use of such materials, which
are helpful in conserving the environment and
are eco-friendly. Green marketing is gaining
prominence across the world and in India too.
THANK U
U………………….