Green Marketing

Way Ahead To Sustainability

By - Kumar Saurabh Tiwari Roll No. - 23

INTRODUCTION
It refers to the process of selling products or services based on their environmental benefits. Such products & services may be environmental friendly in itself or produced or/and packaged in an environmental friendly way.

examples .
CNG in public transport system to curb pollution. Making of roads by using the plastics wastes. Manufacturing hybrid and electric vehicles to reduce dependency on fuels . Development and marketing of organic food products. Developing green buildings and offices.

HISTORY
Attention was drawn to the subject in late 1970s when the American Marketing Association organized a workshop on Ecological Marketing in 1975. First definition The implementation of marketing programs directed at the environmentally conscious market segment (Henion 1976)

continued .
Evolved to The process of planning, implementing and controlling the development, pricing, promotion and distribution of products in a manner that satisfies the following criteria Customers need are met Organizational goals are attained And the processes are compatible with ecosystems ( Fuller 1999)

continued .
According to Ottman (1993) Green Marketing serves two key objectives To develop products that incorporates consumer needs for convenience, affordable prices & performance while having minimum impact on environment To project an image of high quality, including environmental aspects both in regard to product attributes and manufacturers track record for environmental compliance.

OBJECTIVES
Green Marketing must satisfy two objectives Improved environmental quality
Customer Satisfaction

Green Marketing Myopia

In 1960, Harvard Business professor Theodore Levitt introduced the concept in an article Harvard Business Review

Definition The pitfalls of companies tunnel vision which focuses on managing products instead of meeting consumer needs

THREE Cs
Evidence indicate that successful green products have avoided Green Marketing Myopia by following three important principles Consumer Value Positioning Calibration of Consumer Knowledge Credibility of Product Claims

Consumer Value Positioning

Efficiency and Cost Effectiveness Health and Safety Performance Symbolism and Status Convenience

Calibration of Consumer Knowledge

Educate consumers with marketing messages that connect environmental product attributes with desired consumer value.
Frame environmental product attributes as solutions of consumer needs. Create engaging and educational internet sites about environmental products desired consumer value.

Credibility of Product Claims

Employ environmental product and consumer benefit claims that are specific, meaningful, unpretentious and qualified. Procure product endorsement or ecocertifications from trustworthy third parties and educate consumers about them. Encourage social and Internet Communication Networks with compelling, interesting and entertaining information about environmental products.

GREENWASHING
The term was coined by New York environmentalist Jay Westerveld.
Green washing is a term describing the deceptive use of Green Marketing in order to promote a misleading perception that a company's policies or products (such as goods or services) are environmentally friendly. The term Green Sheen has similarly been used to describe organizations that attempt to show that they are adopting practices beneficial to the environment.

Six Sins of Green washing

Sin of Hidden Trade-Off Sin of No Proof Sin of Vagueness Sin of Irrelevance Sin of Fibbing Sin of Lesser of Two Evils

Green Marketing
Grassroot driven and humorous ; Not Preachy

Factors differentiating the consumers Cost driven market Low level of awareness Degree of New product acceptance Less developed means of communication Language barriers Use of redundant technologies in most of

Consumption Pattern
examples
There is very less uptake of solar batteries and equipments (cooker etc). Samsung solar mobile Guru did not find foot in market due to inconvenience in solar charging. Battery operated LG TV failed in Indian market Very less consumption of CFL bulbs due to high

Saving Energy
Turning off the equipment Encouraging communication by e-mails Reducing fax related paper waste Not leaving taps dripping Finding suppliers who take back packaging for reuse See if the existing furniture can be refurbished

Fortunately there are other ways too, to save energy !

CONCLUSION
If business leaders recognize the vast potential that green business has,and then decide to invest their time, money and effort; the world would get benefited from this practice. Real and substantial economic rewards await those who approach ecological and sustainable niches with a sincere concern and good ideas.

THE END
Special Thanks To-

Anu Kohli Mam