Professional Documents
Culture Documents
Shifali Mandhania
05/05/2012
Green Marketing
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
05/05/2012
Green Products
Products those are recyclable, reusable and biodegradable, Products with natural ingredients, Products containing recycled contents, non-toxic chemical, Products contents under approved chemical, Products that do not harm or pollute the environment, Products that will not be tested on animals, Products that have eco-friendly packaging i.e. reusable, refillable containers etc.
05/05/2012
Global Trends
Pressure on governments to lead green regulation Increased desire to buy green
Green Myopia
Costly technology
05/05/2012
05/05/2012 Source : GLOBAL DATA: 2011 survey conducted by by Landor Associates and Penn Schoen Berland
Plan to spend more, less, or the same amount on green products and services?
05/05/2012 Source : GLOBAL DATA: 2011 survey conducted by by Landor Associates and Penn Schoen Berland
10
How much more, in percentage terms, are you willing to spend on a product because it is green?
05/05/2012 Source : GLOBAL DATA: 2011 survey conducted by by Landor Associates and Penn Schoen Berland
11
What do you think are the biggest challenges to purchasing green products or services?
05/05/2012 Source : GLOBAL DATA: 2011 survey conducted by by Landor Associates and Penn Schoen Berland
12
Key findings
Consumers are increasingly concerned about environmental issues, particularly energy use Consumers want to buy from green companies and plan to spend more on green products Packaging influences green purchasing Consumers are less likely to cite hurdles to buying green compared to last year; but price and lack of choice remain challenges Consumers are more likely to purchase green products in the household, grocery, personal care, and packaged food and beverage industries. Auto and tech are poised for green growth Consumers are looking for public leadership on green innovation
05/05/2012 14
Untapped potential
A dismal 16% of businesses in India in the food and beverage sector and 18% in the clothing and footwear industry produce or trade Green products.
The home electronics segment, however, clocks a more impressive 60%. In addition, the vast majority (76%) either do not have a policy or guideline to minimize their impact on the environment in place or are failing to clearly communicate they have one.
(Source :TV SD Asia Pacific)
05/05/2012 15
05/05/2012
16
05/05/2012
18
These are some of the success stories but if you look at it from Indian consumers (or consumption pattern) perspective-
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.
05/05/2012 19
05/05/2012
20
CONSUMER
PRODUCER
GREEN ENVIRONMRNT
STATE
05/05/2012
21
Producer role
Companies must remove these five barriersnamely, Lack of awareness, negative perceptions, distrust, high prices, and low availability.
Increase consumers awareness of green products, improve consumers perceptions of eco-products quality, strengthen consumers trust, lower the prices of green products, and increase these products availability.
05/05/2012 22
Consumer Role
Conscious effort to educate themselves on the green advantages and make an informed choice. Should look at the Bigger picture and not be guided purely by price and personal gains. Consumers should actively participate in green initiatives launched by Corporates, government and NGOs.
Consumers should shed inhibitions and preconceived notions about not using eco-friendly products. They should understand that every positive step contributes to the cause and shed the mentality that they alone cannot bring about the change.
Abide by the green regulations and not be guided by personal short term gains.
05/05/2012 23
Government Role
There has to be a stimulus provided by the Government to encourage and support the manufacturers who are manufacturing green products by providing subsidies.
Financial assistance should be given in the form of easy loan facility to equip for manufacturing green products. Tax incentives or Tax holidays will also help the small and medium scale manufacturers as green marketing is costly. Awards and recognition should be given to those who successfully practice green marketing which becomes a motivating factor for others to implement it.
Social advertising to be carried out on a large scale through various medias to promote environment friendly practices, to promote the consumption of green products.
Promotion of Eco-mark or Eco-labeling has to be done to create awareness not only 05/05/2012 24 amongst manufacturers but also consumers
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.
05/05/2012 25
THANK YOU
05/05/2012
26