Presentation on the Marketing strategies to reach the green consumer across the different industries. With relevant examples given for each..

1. Marketing strategies to reach the green consumer By, Vinyas S.

2. Agenda Introduction Definition Strategies Barriers Benefits Conclusion

3. Introduction

5. But, why do all manufacturing firms ignore??

6. Definition: Green Consumer Green consumer is someone who is very concerned about the environment and, therefore, only purchases products that are environmentally-friendly or eco-friendly. Prefers products – made from natural ingredients not causing pollution made from recycled materials

7. Definition: Green Marketing Roots from the term ecological marketing in the late 1980s Green Marketing is marketing of products that are presumed to be environmentally safe Incorporates activities: Including product modification Changes to the production process Packaging changes Modification in advertising

8. STP for green consumers

9. Marketing mix of Green Marketing Product Developed on the needs of the customer Recycled materials Reduce energy and money Reduce harmful effects

10. Contd.. Price Takes into consideration People, Planet and profit Change through functionality E.g: Ikea consumers being charged for opting plastic bags.

11. Contd.. Place Managing logistics Reduce the carbon foot prints E.g: Local production of an item to reduce carbon emission

12. Contd.. Promotion Attracts customer on the basis of performance, money savings, health and convenience and environmental friendliness to target green consumers. Social networking E.g: Local production of an item to reduce carbon emission

13. Marketing Strategies

14. FMCG Future Friendly campaign 80% energy used in heating water Product - Tide Coldwater Supplier Environmental Sustainability Scorecard

15. Recycled Polyster for making jerseys Recycled 19 mn. plastic bottles  2009 Recycled 82 mn. plastic bottles  2010 World cup jerseys. 1 jersey -> 8 bottles from landfills 96% fewer toxins in Air Jordan Shoes.

16. Automobiles Honda FCX Clarity Uses fuel cell technology By combining oxygen and hydrogen in a fuel cell stack, electricity is generated to run the vehicle “Greenest automaker” award – 4 years

17. Information Technology Retail store Technology of IBM Upgradeable, Reuse and Recycle Build with recycle materials Save energy Minimize environmental impact Dispose safely

18. Services Idea cellular GO GREEN campaign with Café Coffee Day and Barista. People can download the menu card and bill on their mobile phones

19. Banking HSBC recent campaign for paperless banking. Any new checking customer who pay three bills online receive a green kit filled with coupons and other goodies.

20. Banking (contd..) Green-channel banking initiative Promote paperless work Reducing the foot fall in over burden ATMs and branches Installation of 10 windmills in TamilNadu

21. Electronic Goods Philips EcoVision4 program Generate 30% of total revenues from Green Products Double investment in Green Innovations to a cumulative EUR 1 billion Improve operational energy efficiency by 25% and reduce CO2 emissions by 25%.

22. Barriers Green Washing McDonald’s – They look for cash instead of earth Creates a confusion among the consumers on the credibility of the green products

23. Benefits Employees feel they are working for an environmental friendly product Saves money in the long run Markets products and services keeping the environment aspects in mind Helps to access the new markets and enjoy competitive advantage

25. THANK YOU 