Green Marketing by Me

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    PRESENTATION ON GREEN MARKETING

    PRESENTED BY-

    ASMITA SHILPIE

    M.B.A. 1ST SEM

    ROLL NO. 1O

    ICM DEHRADUN

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    INTRODUCTION The marketing efforts to produce, promote,

    distribute and reclaim products or services whichare environmentally safe or has environmentalbenefits.

    Such a product or service may be environmentfriendly or produced and/ or packaged in anenvironment friendly way.

    The assumption of this marketing is that thepotential consumers will view a product or services

    GREENNESS as a benefit and make their buyingdecision accordingly.

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    PRODUCTSARENOTGREEN/ECOFRIENDLYIF

    Its raw materials are scarce or hard to get.

    Its design or manufacturing cause pollution orexcess power usage.

    It is non-disposable

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    HISTORY The AMA held the first workshop on Ecological

    marketing in 1975.

    The proceedings of this workshop resulted in one ofthe first books on Green Marketing entitledEcological Marketing by Jacquelyn Ottman in late1970s.

    The term Green Marketing came in to picture in thelate 1980s and early 1990s.

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    IMPORTANCEOFGREENMARKETING

    What is it?

    What are the benefits?

    How do we do it?

    Examples

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    WHATISIT? Corporate Social Responsibility

    Triple Bottom Line Accounting

    New Product Innovation

    Company Ethos

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    CORPORATE(SOCIAL)RESPONSIBILITY

    Term is new, practice is not.

    CSR is about sustainability -- of profits, thecompany, its people and the environment.

    Its now about how a company EARNS its money,not how it SPENDS it.

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    WHYSHOULDWEDOIT? Consumer Demand.

    26 billion on ethical goods in 2005 in Britain.

    The number of people who felt guilty aboutunethical purchases more than doubled in thedecade up to 2004, from 17 % to 35%.

    And the number of people who recycled at leastonce a year increased from 73% to 93%.

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    GREENMARKETINGIDEASFORBUSINESS

    Get Your Brand out there

    Sustainable packaging

    Transportation

    Give Local Love Receive Local Love

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    CHALLENGES Consumers awareness (education and knowledge).

    Variety of products.

    Price of green products are slightly more.

    People does not want to stop consuming but wantto buy ways that does not harm the environment.

    To construct a consumer society thataccommodates less waste and lower emission.

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    BENEFITS Reputation

    Gaining and retaining customers

    Cost savings (CNG)

    Innovation in products and operations

    Staff Developments

    Energy, Enthusiasm and Openness

    Supplier Contracting

    Electronics sector

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    FACTSANDFIGURES The UK green economy is expected to be worth

    30 billion by 2010.

    When you recycle 1 glass bottle, you save theamount of energy needed to light a 100 watt bulbfor 4 hours.

    The use of bulbs cause emission of carbon-di-oxide, so replace bulbs by CFL (CompactFluorescent Light) lamps.

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    COMPANIESWITHGREENMARKETING

    Philips

    Aveda

    Unilever

    Marks and Spencer

    Canon

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    RECYCLED/ECOFRIENDLYPRODUCTS

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    HYBRID/ELECTRICALCARS

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