GREEN MARKETING IN INDIA:

EMERGING OPPORTUNITIES AND CHALLENGES

BY Mr. Md. Masoom Baba 1ST YEAR SMS-JPNCE masoommn@yahoo.com Ms. S. Pranitha 1st YEAR SMS-JPNCE Pranithasunkari43@gmail.com

INTRODUCTION
According to the American Marketing Association, green marketing is the marketing of products that are presumed to be environmentally safe. Thus green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising.

Definition
Pride and Ferrell (1993) Green marketing, also alternatively known as environmental marketing and sustainable marketing, refers to an organization's efforts at designing, promoting, pricing and distributing products that will not harm the environment.

Who is doing Green Marketing?

Companies large and small are realising the benefits of going green, and integrating that into their marketing messages. According to a 2009 January/February study by the American Marketing Association, more than half of corporate marketers believe that their organisations will increase their involvement in environmental sustainability over the next two to three years, and 43% say their companies will increase marketing of these programmes. As further proof of the growing popularity of green marketing, Datamonitor Product Launch Analytics shows 458 product launches so far in 2010 of package-goods products that claim to be sustainable, environmentfriendly, or eco-friendly.

WHY GREEN MARKETING?

As resources are limited and human wants are unlimited, it is important for the marketers to utilize the resources efficiently without waste as well as to achieve the organization's objective. So green marketing is inevitable. 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.

GREEN PRODUCTS

There is an Emerging Market for Green Products

Many include making homes and transportation greener
Energy saving lighting Programmable thermostat High efficiency heating High efficiency cooling Home water purification system High MPG vehicle 10% 41% 10% 39% 20% 43% 37% 64% 33% 60% 29% 52% 45% 66% 69% 80%

Weather station

Eco-Friendly Home

Reasons for adopting Green Marketing

SOCIAL RESPONSIBILITY LAWS COMPETITION COST REDUCTION

COMPANIES USING GREENMARKETING COCA-COLA WALT DISNEY WORLD MCDONALDS XEROX CANON PHILIPS SHELL

GREEN PRODUCTS AND ITS CHARACTERISTICS

We can define green products by following measures: Products those are originally grown, 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.

Green Marketing Basics

Balance environmental issues with primary customer needs. If customers arent going to use environmental issues to gauge products and companies, and if environmental initiatives are not going to drive a purchasing decision or brand loyalty, green marketing isnt going to be an effective use of the marketing budget. The green marketing claims must be credible. Companies need to provide a level of detail about the claims that make them meaningful, and be able to substantiate those claims. Customers need to believe the claims for green marketing to be effective. Green marketing must empower the customers. The green marketing message must make customers feel that by using the product or service they will make a difference. Overcome customers concerns about price and product performance. Educate customers about the benefits the product or service provides, and provide testimonials, case studies, or research reinforcing the performance and value claims.

Green Products
There is no widespread agreement on what exactly makes a product green. Some general guidelines include that a green product. 1. Does not present a health hazard to people or animals; 2. Is relatively efficient in its use of resources during manufacture, use, and disposal; 3. Does not incorporate materials derived from endangered species or threatened environments; 4. Does not contribute to excessive waste in its use or packaging; and 5. Does not rely on unnecessary use of or cruelty to animals.

GOLDEN RULES OF GREEN MARKETING

Know you're Customer Reassure the Buyer Consider Your Pricing

Thus leading brands should recognize that consumer expectations have changed: It is not enough for a company to green its products; consumers expect the products that they purchase pocket friendly and also to help reduce the environmental impact in their own lives too.

THE FUTURE OF GREEN MARKETING Business scholars have viewed it as a fringe topic, given that environmentalism's acceptance of limits and conservation does not mesh well with marketing's traditional axioms of give customer what they want and sell as much as you can. Evidence indicates that successful green products have avoided green marketing myopia by Following three important principles:

CONCLUSION
Now this is the right time to select Green Marketing globally. It will come with drastic change in the world of business if all nations will make strict roles because green marketing is essential to save world from pollution. From the business point of view because a clever marketer is one who not only convinces the consumer, but also involves the consumer in marketing his product. Green marketing should not be considered as just one more approach to marketing, but has to be pursued with much greater vigor, as it has an environmental and social dimension to it.

Best Green IT Project State Bank of India

By using eco and power friendly equipment in its 10,000 new ATMs, the banking giant has not only saved power costs and earned carbon credits, but also set the right example for others to follow..

Green IT@SBI
SBI is also entered into green service known as Green Channel Counter. SBI is providing many services like; paper less banking, no deposit slip, no withdrawal form, no checks, no money transactions form all these transaction are done through SBI shopping & ATM cards

Any

Queries ??