GREEN MARKETING Dhaval Kamdar Manish Borah Siddhartha J Shreepal Jain

 Green marketing is the marketing of products presumed to be environmentally safe.  Marketers and consumers are becoming increasingly sensitive to the need for switch in to green products and services.  Shift to “green” may appear to be expensive in the short run but indispensable and advantageous in the long run.  A holistic marketing concept. INTRODUCTION

WHY GREEN MARKETING?  Resources are limited and human wants are unlimited.  Efficient utilization of resources without waste while achieving organization's objective.  Consumption is no longer for consumption’s sake.  According to Kotler, “companies must accept increased responsibility for their enviromental impacts………will be held accountable for their effluents, packaging material etc.”

CHALLENGES  Need for Standardization.  New Concept.  Patience and Perseverance.  Avoiding Green Myopia.

PRESENT TRENDS  Organizations perceive environmental marketing as an opportunity to achieve their objectives.  Governmental bodies are forcing the firms to become more responsible.  Competitors’ environmental activities pressure firms to change their strategy.  Cost factors associated with waste disposal are forcing firms to modify their behavior.

THREATS  Green marketing must satisfy two objectives:  Improved Environmental Quality  Customer Satisfaction  Misjudging either or overemphasizing the former at the expense of the latter will lead to “Green Marketing Myopia”.  PepsiCo Campaign and Philips’ failure provide a valuable lesson.

OBSTACLES  Certification : Expensive and lengthy process of getting environmental certifications.  Increased Scrutiny : Enhanced scrutiny from consumers and environment protection groups once the claim of becoming ‘GREEN’ is made.  Customer Reactions: Some consumers equate green marketing with products that cost more or sacrifice practical value for vague or unproven environmental benefits.  Consumer Backlash: The press are waiting in the wings to pounce on any company that makes unsubstantiated or inflated claims about their greenness.

CONCLUSION  Right time to select ‘Green Marketing’.  Drastic change in the world of business inevitable.  With global warming looming large, it is important to make it a norm rather than a ‘fad’.  Not only convinces the consumer but also involves the consumer in marketing.  Important to understand benefits of green products over non-green ones.

GO GREEN Thank you