GREEN MARKETING

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Definition:- *******************************************************************************

green marketing is the marketing of productsthat are presumed to be environmentally safe. *******************************************************************************
Green or Environmental Marketing consists of all activities designed to generate and facilitate any exchanges intended to satisfy human needs or wants, such that the satisfaction of these needs and wants occurs, with minimal detrimental impact on the natural environment." *******************************************************************************
Definition 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 *******************************************************************************
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INTRODUCTION *******************************************************************************
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. *******************************************************************************
Evolution of Green marketing *******************************************************************************
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. *******************************************************************************
it refers tothe process of sellingproducts and/or servicesbased on theirenvironmental benefits.• Such a product may beenvironmentally friendly initself or produced and/ orpackaged in this way. social marketing definition) The development andmarketing of products designed to minimizenegative effects on the physical environment or toimprove its quality. ( (environment definition) The efforts byorganizations to produce, promote, package, andreclaim products in a manner that is sensitive orresponsive to ecological concerns *******************************************************************************
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. *******************************************************************************
The 2012, top 10 Green Brands in India are:  1. AMUL  2. Dabur India ltd.  3. Infosys  4. Taj Hotels  5. Britannia Industries ltd.  6. Suzlon India  7. Hindustan Unilever Ltd.  8. Wipro technologies ltd.  9. Maruti Udyog ltd.  10. Godrej Consumer Products *******************************************************************************

Why Green Marketing..?  The growing awareness all over the world regarding protection of the environment. Consumers are becoming more concerned about environmental friendly product  Manufacturers have recognized environmental concerns as a source of competitive advantage. and have developed products with a green image  Various regulations recently framed by the government to protect consumers and the society at large,led to the adoption of Green marketing as a compulsion rather than a choice. *******************************************************************************
Golden Rules of Green Marketing  Know your customer  Educating your customers  Being genuine & transparent  Reassure the buyer  Consider your pricing  Keeping consumer expectation in mind always *******************************************************************************
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WHY GREEN MARKETING• *******************************************************************************
Opportunities or competitive advantage.• Corporate social responsibilities (CSR).• Government pressure.• Competitive pressure.• Cost or profit issues. *******************************************************************************
HOW GREEN MARKETING IMPLEMENTED *******************************************************************************
Green marketing is an emerging marketing strategy that incorporates broad range of activities like product modification, fair-trade practices, adopting eco-friendly production process ,modified advertising and packaging.  Requirements: Process compatible with the Production Environment Compatible with company’s goals Satisfy to find a balance between these Need the customer’s need requirements *******************************************************************************
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Green Products And Its Characteristics  Products are originally grown.  Products those are recyclable, reusable and biodegradable.  Products with natural ingredients.  Products contain recycled contents ,non-toxic chemical.  Products contain under approved chemical.  Products do not harm or pollute the environment.  Products that is not tasted on animals. *******************************************************************************

. GREEN ASPECTS IN SERVICES FINANCIAL SERVICES:• Use of electronic printing media• Use of technology to cut short the usage of paper• High accessibility rate to reduce the mile coverage by the users and the executives• Use of air conditioners with high star-rating and CFL lighting to reduce power consumption• Green planting spread within the working space *******************************************************************************
TRANSPORTATIONSERVICES:• Wide spread public transport system• Heavy investment to avoid use of diesel• Using recyclable products• Electric vehicles for rent *******************************************************************************
MEDICAL SERVICES:• Donation camps• Rural areas visits• Free check-up• Free medication• Integration of all services under one roof• Paper covers instead of plastic *******************************************************************************
EDUCATIONALINSTITUTIONS:• Use of electronic media to avoid paper and other stationary• Make students participate in social welfare activities• Maintain greenery in the campus• Discourage the use of personal vehicles• Use power efficient equipment *******************************************************************************
RETAIL SERVICES:• Discourage plastic bags• Wax paper printing• Online trading• Help raise funds for needy• Moderate lighting• Spread maximum products• Promote green products *******************************************************************************
Benefits of Green Marketing• 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. *******************************************************************************
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CHALLENGES AHEAD• *******************************************************************************
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. *******************************************************************************
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CHALLENGES *******************************************************************************
5.5. Challenges in Green Marketing  Need for standardization  New concept for customers  Patience and Preservation  Avoiding green Myopia *******************************************************************************

BENEFITS *******************************************************************************
6. Benefits Of Green Marketing  It ensures sustained and long term growth along with profitability  It saves money in the long run, though initially the cost is more  It helps the companies market their products and services keeping the environment aspects in mind *******************************************************************************
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. The production process is compatible with ecosystemIt is compatible with goals of the company It satisfies the consumers *******************************************************************************

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EXAMPLE *******************************************************************************
Macdonald’s have stoppedpackaging their hamburgers etc inpolystyrene containers and nowuse cardboards which comes froma renewable resource and isbiodegradable or recyclable . *******************************************************************************
SBI Green banking programme By using eco & power friendly equipment in its 10,000 new ATMs, SBI has not only saved power costs and earned carbon credits, but also set the right example fore others to follow.  SBI became the first Indian bank to harness wind energy through a 15 megawatt wind farm developed by Suzlon Energy. *******************************************************************************

Going Green: Tata's New Mantra  Tata Motors is setting up an eco-friendly showroom using natural building material for its flooring and energy efficient lights. The Indian Hotels Company, which runs the Taj chain, is in the process of creating Eco rooms which will have energy efficient mini bars, organic bed linen made from recycled paper. And when it comes to illumination, the rooms will have CFLs or LEDs. *******************************************************************************
Suzlon Energy  The world’s fourth largest wind-turbine maker is among the greenest and best Indian companies in India. Tulsi Tanti, the visionary behind Suzlon, convinced the world that wind is the energy of the future and built his factory in Pondicherry to run entirely on wind power. Suzlon’s corporate building is the most energy-efficient building ever built in India. *******************************************************************************

Lead Free Paints From Kansai Nerolac  Kansai Nerolac Paints Ltd., has always been committed to the welfare of society and the environment. Kansai Nerolac has worked on removing hazardous heavy metals from their paints. Lead in paints especially poses danger to human health where it can cause damage to Central Nervous System, kidney and reproductive system. Children are more prone to lead poisoning leading to lower intelligence levels and memory loss. *******************************************************************************
Wipro Green It. Wipro Infotech is India's first company to launch environment friendly computer peripherals. For the Indian market, Wipro has launched a new range of desktops and laptops called Wipro Greenware. These products are RoHS (Restriction of Hazardous Substances) compliant thus reducing e-waste in the environment *******************************************************************************
What is green washing? “Disinformation disseminated by an organization so as to present an environmentally responsible public image.” “Green washing,” a term derived from the term “whitewashing” *******************************************************************************
. Why green washing?  People are becoming more and more aware of the dangers  People are looking for environmentally friendly products • Corporations turn green washing to make themselves look more environmentally *******************************************************************************
Green washing: what’s wrong? • It is misleading. • Change their image • Green washing could result in consumer and regulator complacency 18 Green washing: firms’ examples General Motors Falsely promoted its cars as environmentally friendly. Ads with GM SUV’s in natural habitats as if they were as natural as the surrounding trees. *******************************************************************************
With the threat of global warming looming large, it is extremely important that green marketing becomes the norm rather than an exception or just a fad. Make the consumers understand the need and benefits of green products as compared to non-green ones. Be authentic and don’t use green washing. *******************************************************************************
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SOLUTIONS:- *******************************************************************************
The Three R’s of Environmentalism  Reduce the amount of waste you produce.  Reuse old items; donate to the unfortunate, repair if broken.  Recycle as much as possible; buy recycled products to support recycling. *******************************************************************************

CONCLUSION• *******************************************************************************
Green marketing should not neglect the economic aspect of marketing.• Green marketing is still in its infancy and a lot of research is to be done on green marketing to fully explore its potential. *******************************************************************************
SUGGESTIONS• *******************************************************************************
Improve awareness about green products and there effectiveness.• Green products should be priced according to it’s quality.• There should not be more price difference between standard product and green product.• Green product’s quality should be better than standard products. *******************************************************************************