1 The Importance of Green Marketing Green Marketing as part of Relationship Marketing.
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GREEN MARKETINGRohit RainaMBA-2nd Semester 0613-MBA-2013
What is Green Marketing? Green marketing is an emerging
marketing strategy that incorporates broad range of activities like product modification, fair-trade practices, adopting eco-friendly production process, modified advertising and packaging.
Requirements: Production Process compatible with the
Environment Compatible with company’s goals Satisfy the customer’s need.
Why Green Marketing? The growing awareness all over the world
regarding protection of the environment. Manufacturers have recognized
environmental concerns as a source of competitive advantage.
Various regulations recently framed by the government to protect consumers and the society at large,led to the adoption of Green marketing.
The Three R’s of Environmentalism
Characteristics of green products : Products are naturally grown. Recyclable, reusable and biodegradable. Products containing recycled contents ,non-
toxic chemical. Products contain approved chemicals. Products do not harm or pollute the
environment. Products that are not tested on animals. Products that have eco-friendly packaging i.e
reusable ,refillable containers etc.
Challenges in Green Marketing
Need for standardization
New concept for customers
Patience and Preservation
Avoiding green Myopia
Benefits Of Green Marketing It ensures sustained and long term
growth along with profitability. It saves money in the long run, though
initially the cost is more. It helps the companies market their
products and services keeping the environment aspects in mind.
Phillips's "Marathon" CFL lightbulb Philips Lighting's first shot at marketing
a standalone compact fluorescent light (CFL) bulb was Earth Light. The product had difficulty climbing out of its deep green niche. The company re-launched the product as "Marathon," underscoring its new "super long life" positioning and promise of saving $26 in energy costs over its five-year lifetime.
Car sharing services Car-sharing services address the longer-
term solutions to consumer needs for better fuel savings and fewer traffic tie-ups and parking nightmares, to complement the environmental benefit of more open space and reduction of greenhouse gases.
Going Green: Tata's New Mantra Tata Motors is setting up an eco-friendly
showroom using natural building material for its flooring and energy efficient lights.
The Indian Hotels Company, which runs the Taj chain, is in the process of creating Eco rooms which will have energy efficient mini bars, organic bed linen made from recycled paper. And when it comes to illumination, the rooms will have CFLs or LEDs.
Suzlon Energy The world’s fourth largest wind-turbine
maker is among the greenest and best Indian companies in India. Tulsi Tanti, the visionary behind Suzlon, convinced the world that wind is the energy of the future and built his factory in Puducherry to run entirely on wind power. Suzlon’s corporate building is the most energy-efficient building ever built in India.
Nerolac Kansai Nerolac Paints Ltd., has always been
committed to the welfare of society and the environment. Kansai Nerolac has worked on removing hazardous heavy metals from their paints. Lead in paints especially poses danger to human health where it can cause damage to Central Nervous System, kidney and reproductive system. Children are more prone to lead poisoning leading to lower intelligence levels and memory loss.
Introduction of CNG in Delhi New Delhi, capital of India, was being
polluted at a very fast pace until Supreme Court of India forced a change to alternative fuels.
By using eco & power friendly equipment in its 10,000 new ATMs, SBI has not only saved power costs and earned carbon credits, but also set the right example fore others to follow.
SBI became the first Indian bank to harness wind energy through a 15 megawatt wind farm developed by Suzlon Energy.
SBI Green banking programme
Wipro Green It Wipro Infotech is 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. These products are RoHS (Restriction of Hazardous Substances) compliant thus reducing e-waste in the environment.
The top 10 Green Brands in India are: 1. AMUL 2. Dabur India ltd. 3. Infosys 4. Taj Hotels 5. Britannia Industries ltd. 6. Suzlon India 7. Hindustan Unilever Ltd. 8. Wipro technologies ltd. 9. Maruti Udyog ltd. 10. Godrej Consumer Products
Thank You !!!