GREEN MARKETING
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Introduction
 Green marketing is defined as “Environmental considerations integrated in all
aspects of marketing”.
By-‘Jacquelyn A Ottman’
Author of “GREEN MARKETING : Opportunity for innovation”
 The term also defined as “All activities designed to generate and facilitate any
exchange intended to satisfy human needs and wants such that these
requirements meet with minimal detrimental input on the national
environment”.
By- ‘Michael J Polonsky ‘
Author of Books on “Environment and Green Marketing”
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WHY GREEN MARKETING?
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CONT.
 There is growing interest among the consumers all over the world regarding
protection of environment.
 Worldwide evidence indicates people are concerned about the environment
and are changing their behavior.
 As a result of this, green marketing has emerged which speaks for growing
market for sustainable and socially responsible products and services.




Opportunities or competitive advantage.
Corporate social responsibilities (CSR).
Government pressure.
Competitive pressure.
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REQUIREMENTS
The production process is compatible with ecosystem
It is compatible with the goals of company.
It satisfies the consumers
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Evolution Of The Concept:
 According to Peattie (2001), there are 3 phases :Ecological Green
Marketing
Environmental
Green
Marketing
Sustainable
Green
Marketing
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Benefits Of Going Green:
 Environmental benefits
 Social benefits
 Business Benefits
 Sustained long-term growth with profitability.
 Saves money in the long run.
 Accessing the new markets.
 Feeling of pride and responsibility.
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Rules Of Green Marketing:
 Create awareness among customers about environmental issues.
 Make the customers feel different by being eco friendly.
 Believe that by practicing it, they will be helping the environment & mankind.
 Make efforts to lower the difference between the benefits & pricing of green
products v/s non green alternatives.
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Go Green
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 Macdonald’s
have
stopped
packaging their hamburgers etc
in polystyrene containers and
now use cardboards which comes
from a renewable resource and is
biodegradable or recyclable .
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Ginsberg and Bloom :
Company classification
 Lean Green- These companies adopt the green practices but they do not focus
to publicise these initiatives.
 Defensive Green-This kind of marketer use green marketing as a precaution to
avoid the crisis situation or to counter the competition..
 Shaded Green- The companies those adopt shaded green strategy invest in
long-term, environmentally friendly processes that require a significant
financial and nonfinancial dedication.
 Extreme Green- Extreme green adopt green marketing mix in the holistic
manner.
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Green Initiatives In India

Wipro Infotech (Green It):
India's first company to launch environment friendly computer peripherals.
 Delhi Transport Corporation:
Introduced low floor compessed natural gas (CNG) buses.

Oil and Natural Gas Corporation Ltd (ONGC):
India’s largest oil company, has introduced energy-efficient Mokshada Green
Crematorium, which saves 60 to 70% of wood and a fourth of the burning time per
cremation.
 Reva:
India’s very-own Bangalore-based company was the first in the
world to commercially release an electric car.
 Honda India
Introduced its Civic Hybrid car.
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Other Green Initiatives
 ITC :
Introduced Paperkraft, a premium range of eco-friendly business paper.
 IndusInd Bank:
Installed the country’s first solar-powered ATM and thus brought about an eco-savvy
change in the Indian banking sector.
Suzlon Energy:
Manufactures and markets wind turbines, which provide an alternative source of energy
based on wind power. This green initiative taken by the company is extremely important
for reducing the carbon footprint.
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Green Initiatives Across Globe
 McDonald's using recycled paper
 Hewlett-Packard (HP) promised to cut its global energy uses by 20%.
 Philips “super long life” bulb.
 Canon introduced recycled photocopier paper.
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General Electric
General Electric announced investment of $10 billion
over the next five years in Ecomagination, the greenfocused research and development program which began
in 2005
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Setbacks During Green Initiative:
 There is very less uptake of solar batteries and equipments (cooker etc).
 Recently launched Samsung solar mobile Guru is not finding foot in
market due to inconvenience in solar charging.
 Battery operated LG TV failed in Indian market to due to sound quality.
 Very less consumption of CFL bulbs due to high cost.
 Consumption of plastic bags is very high in both rural and urban
sector etc.
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Challenges in Green Marketing:
 Need for Standardization
 Costly technology
Green myopia
New concept
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Integrated Approach To
Green Environment
CONSUMER
ENVIRONMRNT
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Green
Green
Green
Green products:
There is no widespread agreement on what exactly makes a product green.
Some general guidelines include that a green product:
Do not present a health hazard to people or animals.
Is relatively efficient in its use of resources during manufacture, use and disposal.
 Does not incorporate materials derived from endangered species or threatened
environments.
Does not contribute to excessive waste in its use or packaging
Does not rely on unnecessary use of cruelty to animals.
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Green Products
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Conclusion
 Green marketing helps in the effective outcomes like cost cutting, employee
satisfaction, waste minimisation, society welfare for the companies as well for society
also.
 Green products and services not only help tackle pertinent environment issues but
make genuine business sense. Over the next five years, this is only going to intensify.
 With a comparably limited number of Green products and services currently on the
market, firms that act quickly to capitalise on this growing trend will reap significant
rewards.
 Only thing required is the determination and commitment from the all the
stakeholders of the companies. It is the right time to adopt the concept of sustainable
development in the marketing mix of the companies and integrate them to save the
planet from the upcoming risk.
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“We do not inherit the earth from our
ancestors, we borrow it from our
children.”
Native American Proverb
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