GREEN MARKETING

BY:
By:
G.
G. KOMALI
Komali, &
G. SREE VARDHAN
G. Sree Vardhan REDDY
Reddy.
FROM: BADRUKA
From: Badruka INSTITUTE
Institute OFTrade
Of Foreign FOREIGN TRADE
 Green Marketing: It 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 it or produced and/or packaged in an environmentally
friendly way.


 Why Green Marketing?

 There is growing interest among the consumers all over
the world regarding protection of environment.
• Reasons for firms increased use of Green Marketing are:

1. Organizations perceive environmental marketing to be an

opportunity that can be used to achieve its objectives.


2. Organizations believe they have a moral obligation to be more socially

responsible. Governmental bodies are forcing firms to become more
responsible.


3. Competitors' environmental activities pressure firms to change their

environmental marketing activities.


4. Cost factors associated with waste disposal, or reductions in material

material usage forces firms to modify their behavior.


Objectives of Green Marketing:

Ø Improve environmental quality

Ø
Ø Customer satisfaction.
o For green marketing to be effective, three things are important being
genuine, educating customers, and giving them the opportunity to
participate.
o Each ton (2000 pounds) of recycled paper can save
o 17 trees,
o 380 gallons of oil,
o Three cubic yards of landfill space,
o 4000 kilowatts of energy, and
o 7000 gallons of water.
o This represents a 64% energy savings, a 58% water savings, and 60 pounds
less of air pollution!

•
•
o Emissions of gases from automobiles are responsible for
up to 80 percent of the air pollution in large cities.

o Hybrid electric vehicles (HEVs) produce one-half the

emissions of standard vehicle.
 Examples:


ü McDonald's restaurant's napkins, bags are made of recycled paper.

ü Coca-Cola pumped syrup directly from tank instead of plastic which saved
68 million pound/year.
ü Barauni refinery of IOC is taken steps for restricting air and water
pollutants.
ü SANTRO-ECO by HYUNDAI is a Green Project
ü CFL and other energy conserving electrical devices by PHILIPS is a Green
Project.
ü CLASSMATE introduced by ITC is the result of a green concept developed
to produce notebooks from recycled paper.
ü

•
Ø
BENEFITS OF GREEN MARKETING:

•
§ Modification of business or production processes may involve start-up costs,
it will save money in the long term.
 For example : The cost of installing solar energy is an investment in future
energy cost savings.
§
§ Access to new markets
§ Substantially increase profits and
§ Enjoy competitive advantages .
•
 LIMITATIONS:


v Requires a technology, which requires huge investment in R & D.



v Water treatment technology, which is too costly.



v Majority of the people are not aware of green products and their uses.


v Majority of the consumers are not willing to pay a premium for green
Products.
v

 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.
THANK YOU

GREEN MARKETING
THANK YOU