GREEN MARKETING

What is Green Marketing..?

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.

Requirement
Production Process compatible with
s:

the Environment
Compatible with companys goals
Satisfy
the
customers
Need to
find
a balanceneed
between these
requirements

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

The Three Rs of
Environmentalism

Reducethe amount of waste you produce.

Reuseold items; donate to the

unfortunate, repair if broken.

Recycleas much as possible; buy recycled
products to support recycling.

Green Products And Its

Characteristics
Products are originally grown.
Products those are recyclable, reusable

and biodegradable.
Products with natural ingredients.
Products contain recycled contents ,nontoxic chemical.
Products
contain
under
approved
chemical.
Products do not harm or pollute the
environment.

Challenges in Green Marketing

Need for standardization
New concept for customers
Patience and Preservation
Avoiding green Myopia

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

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

SOME
CASES:
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

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 worlds 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. Suzlons
corporate building is the most energyefficient 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.

G
R
N E
E

H
S
A
W
G
N

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

16

Green washing: firms examples

General Motors
Falsely promoted its
cars as
environmentally
friendly.

19

CONCLUSION :
With the threat of global warming
looming large, it is extremely
important that green marketing
becomes the norm rather than an
Make the consumers understand the
exception or just a fad.
need and benefits of green products
as compared to non-green ones.
Be authentic and dont use green
washing.