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GREEN

MARKETING

Group5

Presented By
Sushant Ghosh (12)
Kashyap Bhut (110)
Swetapadma Mishra (138)
Abhishek Nirgudkar (141)
Neha Shugani (154)

WHAT IS GREEN MARKETING?


Green Marketingis the marketing of products that are presumed to be
environmentally safe.

WHY ARE FIRMS GOING GREEN?

Many manufacturers have recognized environmental concerns as a


source of competitive advantage and have developed products with
a green image

consumers are comparing not only products and how eco-friendly


they are, consumers are evaluating the companies that make them
and whether their production processes and business practices are
eco-friendly and sustainable.

Belief in the moral obligation to be socially responsible

Government norms mandating eco friendly systems

Companies promoting Green Marketing

Mc Donalds started giving out its product in a paper bag to customers


instead of polythene bags

Coca Cola does rain water harvesting

Whirlpool produced CFC free refrigerators

Introduction of LED bulbs

ECO LABELLING
Eco label is a trustworthy symbol that manufacturers can put
on the things
they sell to demonstrate that they are genuinelybetter for
the environment
than comparable products

Government of India launched an Eco-mark Scheme in 1991 to


increase consumer awareness in respect of environment
friendly products

Eco labels
Voluntary

Mandatory

GREEN WASHING
Green washing when a company or organization spends more
time and money claiming to be green through advertising
and marketing than actually implementing business practices
that minimize environmental impact.

Walmart
Motor

Ford

CITIZEN ECO-DRIVE CASE


Company

Profile
Eco-Drive Story
How it Works
Features
Technology

COMPANY PROFILE

Founded in Japan in 1918 under the


name Shokosha Watch Research Inst.
First pocket watch in 1924 baring the
same name. Hence, the name Citizen
Watch Co. Ltd. In 1930
First wristwatch in 1931
Citizen is known for its excellence in timepieces offering a
deep respect for craftsmanship, and a detailed
manufacturing and technology process
Mission Statement : To create watches offering
exceptional design and technology at affordable prices
Ethical Statement : To observe all laws and company
regulations and act according to the code of conduct
Core Competency : Accurate & innovative watch making

ECO-DRIVE STORY

Energy crisis of mid-1970s triggered


CITIZEN to develop a light-powered
watch that could run on the power of
sunlight
1974 CITIZEN completed its first
prototype prototype of a light-powered
analog watch with a round solar cell
embedded in the dial
1976 - Crystron Solar Cell, the worlds first
light-powered analog watch, was
launched
Increasing demand for secondary batteries
and growth of light-powered products drove
CITIZEN to pursue further improvements

ECO-DRIVE STORY

After strenuous development efforts,


CITIZEN introduced the worlds first
industrial watch that could run up to 200
hours on a full battery charge
CITIZENs proprietary light-powered
technology, was called Eco-Drive, a
name that shows the concern for the
environment
The name and the logo mark shows their
continued dedication to be a brand for
people all over the world

Features of Eco-Drive
Watches
Watches Powered
Powered
by
Light
by Light

Easy
Easy to
to charge
charge
even
in
Dim
even in Dim Light
Light

Darkness
Darkness Is
Is not
not a
a
Concern
Concern

Convert both
natural and
artificial light into
energy to power
watches.
Do not require any
battery
replacement,
charging or
winding to
maintain constant
operation.

Eco-Drive is
designed so that
any light source,
no matter how
dim, will generate
the energy needed
to power the
watch.
Light itself is the
only energy source
required to tell the
time with an EcoDrive watch.

Eco-Drive watches
continue running
for more than six
months on a full
charge, even in
total darkness.

Technology
Light used as power
source for watches
Lithium-ion Cell
Atomic Time keeping
Technology
Temperature difference
factor for power source
Hybrid Eco-Drive
movements

The Watch that Never Stops

Source: http://www.citizenwatch.com/

Thank You