these slides show the intro and factors of "Green Marketing"

2. GREEN
MARKETING
Members

3. Introduction
 "Green or Environmental Marketing consists of all
activities designed to generate and facilitate any
exchanges intended to satisfy human needs or wants,
such that the satisfaction of these needs and wants
occurs, with minimal detrimental impact on the natural
environment."
 Marketing of Environmentally safe Products
 Minimize negative effects on the physical Environment
 Ecological concerns products

4. DEFINITION
 All activities designed to generate and facilitate any
exchanges intended to satisfy human needs or wants,
such that the satisfaction of these needs and wants
occurs, with minimal detrimental impact on the natural
environment “
 Marketing of products /or services based on their
environmental benefits.• Incorporates a broad
range of activities• product modification• changes
to the production process• packaging changes•
modifying advertising

5. HISTORY OF GREEN MARKETING
 The term Green Marketing came into prominence in the
late 1980s and early 1990s.The American Marketing
Association (AMA) held the first workshop on
"Ecological Marketing" in 1975.The proceedings of this
workshop resulted in one of the first books on green
marketing entitled "Ecological Marketing“.

6. WHY IS GREEN MARKETING
IMPORTANT?
 Limited resources to satisfy world’s unlimited
wants
 Looks at how marketing activities utilize these
limited resources, while satisfying consumers
wants, both of individuals and industry, as well
as achieving the selling organization's
objectives.

7. 4S OF GREEN MARKETING
• Safety of product
• Satisfaction of customer
• Social acceptability of a product
• Sustainability of the product

8. NEED OF GREEN
MARKETING
 On our planet sources are limited and human
needs (wants) unlimited
 green marketing is important for the firms to
utilize the limited resources satisfying the
consumer needs as well as achieving the
organization’s selling objectives

9. REASONS WHY FIRMS ARE ADOPTING
GREEN MARKETING
 SOCIAL RESPONSIBILITY
 LAWS
 COMPETITION
 COST REDUCTION

10. COMPANIES USING GREEN
MARKETING
 MCDONALD’S
 XEROX
 HONDA
 NESTLE

11. NESTLE WATERS’ ‘REBORN’ BOTTLE
MADE WITH 50% RECYCLED PET PLASTIC:
 Nestlé Waters has created a new “Reborn” 500ML
water bottle that is made with 50% recycled
POLYETHYLENE TEREPHTHALATE (rPET), and
that requires 15% less energy to produce.
 Nestle Reborn bottle comes from CARBON LITE, a
plastic processing facility that can be reused again and
again without altering the taste of water and its
hygienist.
 Nestle Waters bottles are 100% recyclable, and the
company says it “leads action programs all over the
world to encourage bottle collection and optimize the
recycling chain.” One of the company’s core aims is to
continuously raise consumer awareness on the
importance of PET bottle collection.

12. MCDONALD'S GREEN MARKETING:
• McDonald’s is aiming to blow up their green with five
criteria, there are nutrition and well-being the new
ECO-FRIENDLY features include a light-colored
hardscape to reduce HEAT EMISSIONS, almost 300
PHOTOVOLTAIC PANELS to generate solar energy
power, native drought tolerant plants to REDUCE
WATER CONSUMPTION, low-flow plumbing
fixtures to reduce water usage and recycled denim
insulation within the building. The couple worked
closely with the McDonald’s Corporation throughout
the entire process.

13. XEROX'S GREEN INNOVATION:
 Sustainable innovation is key to Xerox's strategy. The
company is putting green innovation to work for profit
and the planet.
 Xerox company has maintained a business strategy
focused on sustainable innovation. Xerox pioneered
two-sided copying, PRINT-ON-DEMAND,
RECYCLED PAPER AND TONER
CARTRIDGES. This technology has enabled a 30
PERCENT REDUCTION IN WASTE
 Xerox created the industry’s FIRST SUSTAINABILITY
CALCULATOR to help customers develop a fact-based
estimate of their print-related environmental footprint.

14. HONDA GOING GREEN:
 Going so far as to call Honda “The most fuel-
efficient auto company in the US”, CNN tells the
story of how Honda is hard at work on the
hydrogen fuel cell powered “FCX.” Honda is
apparently also taking steps to create an entire
infrastructure for hydrogen, looking forward to a
day when hopefully more cars will be powered by
that instead of gasoline.
 Honda has also created a hybrid car called
INSIGHT that is more fuel efficient its fuel
consumptions starts from 60mph that makes it a
very fuel efficient car.

15. PROBLEMS WITH GREEN
MARKETING
 Ensure that your
activities are not
misleading to consumers
or industry
 There is difficulty in
establishing policies that
will address all
environmental issues
 The environmentally
responsible action of
today might be harmful in
the future

16. PROBLEMS WITH GREEN
MARKETING
 Reacting to competitive
pressures can cause all to
make the same mistake as
the leader.
 To reduce costs or
increase profits may not
force firms to address the
important issue of
environmental degradation

17. SUGGESTED SOLUTION
 Environmentally responsible organizations
should attempt to minimize their waste
 Improve awareness about green products and
there effectiveness. Green products should be
priced according to it’s quality. There should
not be more price difference between
standard product and green product. Green
product’s quality should be better than
standard products.

18. Benefits
 Improved environmental quality & customer
satisfaction
 Consumer value positioning
 Efficiency and cost effectiveness
 Health and safety
 Gaining and retaining customers
 Innovation in products and operations
 Staff Development

20. CONCLUSION
 Green marketing covers more than a firm's marketing
claims.
 Firms have a great impact on the natural environment.
 Consumers lay too much responsibility on industry and
government.
 firms alone cannot lead the green marketing revolution.
 consumers and industrial buyers have ability to pressure
organizations to integrate environmental factor.

21. REFERENCE
 www.ecomall.com
 www.treehugger.com
 www.greenmarketingcorner.com
 www.greenpeace.org
 “Power of Green Lies in Marketers’ Hands”
By Jacquelyn Ottman
September 9, 2008