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PREPARED BY:
Harshaan Singh
Soraksha Raina
Arihant Jain
Kanisha Raghav
Kshitiz Ranchen

GREEN MARKETING
GREEN MARKETING can be defined as

Themarketingof products that are

presumed to be environmentally
preferable to others. Thusgreen
marketingincorporates a broad range
of activities, including product
modification, changes to the
production process, sustainable
packaging, as well as modifying
advertising..

Green marketing: Why?

Growing concern worldwide about the

environnent protection.
Consumers are becoming more conscious that
their consumation impact the environnent.
Manufactures have recognized environmental

concern as a source of comptitive advantage.

Look how much carbon monoxide

you'll keep out of the air we breathe
by not driving for just one day.
Importance of trees to the
atmosphere in Lungs. Before it's
too late.

The tsunami killed 100 times more

people than 9/11.The planet is
brutally powerful. Respect it.
Preserve it.
Fashion claims more victims than
you think.

Five Green Marketing Strategies1. Electronic Press Kit-Press kits typically

include a company history, product brochures,
and biographies of the company executives,
photos and press clips. A business could
convert all of the documents and images into
electronic files to avoid paper usage.
2. Green Packaging-A business that
manufactures and packages products can
convert to eco-friendly packaging.

3. Electric/Hybrid Vehicles- Switching over to an

electric or hybrid vehicle serves as another visible
reminder that the business pursues a green policy.
4. Public Declaration- A very simple type of green
marketing is to make a public announcement,
through a press release for example, that the
business will pursue green policies.
5. E-Newsletters - A business can cut paper waste
and printing costs, while providing same levels of
content, by shifting over to e-newsletters.

GREEN MARKETING MIX

Every company has its own

favorite marketing mix. The 4 P's

of green marketing are that of a
conventional marketing but the
challenge before marketers is to
use 4 P's in an innovative manner.

Green marketing: examples

Following the 4Ps
Marketing tool

Innovation and
eco-concept: The
customers who prefer
environment friendly
products, demand
development of the
products accordingly.
Products can be made from
recycled materials or from
used goods.

A small hybrid
concept car
Toyota FT-CH.

The choice of where and when to

make a product available will
have significant impact on the
customers. Managing logistics, to
cut down on transportation
emissions, thereby in effect
aiming at reducing the carbon
footprint is all about Green Place.

Green promotion involves

configuring the tools of
promotion, such as
advertising, marketing
materials, signage, white
papers, web sites, videos and
presentations by keeping
people, planet and profits in
mind.

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

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Why green washing?

People are becoming more and

more aware of the dangers

People are looking for

environmentally friendly
products turn
Corporations
green washing to
make themselves
look more
environmentally
friendly

17

Green washing: whats

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 SUVs in
natural habitats as if
they were as
natural as the

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GREEN MARKETING MYOPIA

Green marketing must satisfy two objectives:

improved environmental quality and customer

satisfaction. Misjudging either or overemphasizing
the former at the expense of the latter can be
termed green marketing myopia. In 1960,
Harvard business professor Theodore Levitt
introduced the concept of marketing myopia in
a now-famous and influential article in the
Harvard Business Review.
A very significant example of Marketing Myopia
could be IN 1994, when Philips came out with
"EARTHLIGHT," an energy-efficient compact
fluorescent light (CFL) bulb with a clumsy shape
that was incompatible with most conventional
lamps, sold in a confusing package and carrying a
unacceptable height price as compared to the

Can you name a green

brand in five seconds?

*WIPRO
*AVEDA
*HINDUSTAN UNILEVER

EXAMPLE OF SOCIAL PRESPECTIVE

AVEDA uses non- toxic and

environmentally friendly cleaning product,

supplied by Eco concepts, at their
corporate headquarters
AVEDA introduced an aerosol hairspray
that that has a net- zero impact on the
Earths climate and an award winning low
35% voc formula.

 Wipro InfoTech was 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 Green ware. These
products are RoHS (Restriction of
Hazardous Substances) compliant
thus reducing e-waste in the
environment.

ThankYou for your attention

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