Dr. Vinosh Peter K.V.

Definition

• Green Marketing is also known as environmental Marketing, Ecological Marketing, sustainable Marketing and Greener Marketing.

• A majority of people believe that green marketing refers solely to the promotion or advertising of products with environmental characteristics.

• The study of the positive and negative aspects of Marketing activities on Pollution, energy depletion and non energy resource depletion – Henion

• Green Marketing is the marketing of products that are presumed to be environmentally safe. AMA

( American Marketing Association)

Reasons for Going Green Marketing

• Organizations perceive environmental marketing to be an opportunity that can be used to achieve its objectives

• Organizations also believe they have a moral obligation to be more socially responsible.

• Governmental bodies are also forcing firms to become more responsible

Characteristics

• Products with natural ingredients• Products that do not harm or pollute the

environment• Products that will not be tested on animals• Products containing recycled contents, non-

toxic chemical.

GREEN ASPECTS IN SERVICES

FINANCIAL SERVICES:

• Use of electronic printing media• Use of technology to cut short the usage of paper• Use of air conditioners with high star-rating and CFL lighting to

reduce power consumption• Green planting spread within the working space

TRANSPORTATION SERVICES:

• Wide spread public transport system

• Heavy investment to avoid use of diesel

• Electric vehicles for rent

MEDICAL SERVICES:

• Donation camps• Rural areas visits• Free check-up• Free medication• Paper covers instead of plastic

EDUCATIONAL INSTITUTIONS:

• Use of electronic media to avoid paper and other stationary

• Make students participate in social welfare activities

• Maintain greenery in the campus• Discourage the use of personal vehicles• Use power efficient equipment

RETAIL SERVICES:

• Discourage plastic bags• Online trading• Help raise funds for needy• Moderate lighting• Spread maximum products• Promote green products

Examples:• Wipro's Green Machines:-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 Greenware. ( reducing e waste in the environment)

• KFC’s new green restaurantThe latest store was built using elements that follow the Leadership in Energy and Environmental Design (LEED) certification process created by the U.S. Green Building Council. which looks at Economically responsible ways of saving Energy and being Environmentally aware.

State Bank of India: Green IT@SBI SBI 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. State Bank of India turns to wind energy to reduce emissions.

• Oil and Natural Gas Company (ONGC) India’s largest oil producer, ONGC, is all set to lead the list of top 10 green Indian companies with energy-efficient, green crematoriums that will soon replace the traditional wooden pyre across the country. ONGC’s Mokshada Green Cremation initiative will save 60 to 70% of wood and a fourth of the burning time per cremation.

Tata group of companies: Tata Motors ltd. has developed their showroom by using green items and elements in its design. It shows eco-friendly atmosphere that attracts people towards itself. They are also going to launch a low cost water purifier which is made of pure and natural ingredients.

• Digital tickets by Indian Railways: IRCTC has allowed its customers to carry PNR no. of their E-Tickets on their laptop and mobiles. Customers do not need to carry the printed version of their ticket anymore.