Can be systematically followed to see a sea change.

1. GREEN GREETINGS
Have a vision from today to paint
your thoughts in green

2. GREEN MARKETING BASED ON
LEWIN’S FORCE FIELD ANALYSIS
MODEL
Have you ever recycled anything in
your life except O2 and CO2?

3. GREEN MARKETING
“Marketing strategies formulated or
activities done by considering the
environmental safety and to reduce the
environmental waste in an sustainable
manner for the development of business”
- Ravi P

4. Is it necessary?
 Heavy competition
 More choices
 More customer traffic
 Very poor knowledge on Green concept
 No environmental consciousness
 Highly careless
 More pollution (panchaboothas)

5. LEWIN’S MODEL
Unfreeze Old state Refreeze
(Awareness of Change
Unfreeze
need for (old to new)
(Assurance of New state
Old state sustained
change) change)

6. Green marketing based on Lewin’s model
o Identify the marketing components that cause environmental
damage
o Creation of awareness regarding environmental damage due to the
current marketing practice.
o Suggestion of alternative marketing practice (Green Practice)
o Change to the suggested marketing practice
o Ensuring the implementation of practice in future
o Design a Green marketing mix
o Arrival of Green Marketing

7. Few examples
Ordinary paper Recyclable paper
Plastic bags Paper bags
E-mail Surface mail
Create and confirm Confirm and create

8. Green marketing mix
 Product – Green product out of green innovation
 Price - Green price (affordable and ensuring
repeat purchase)
 Place - Appropriate distribution which reduces
frequent travel
 Promotion – Usage of online media or reducing
the prints.

9. Driving forces
 Global competition in the business
 Awareness regarding CSR
 Pressure from environmental organisations
 To some extent consumer awareness
 Knowledge explosion
 Cross border culture among the customers
 Culture of Business for social responsibility (BSR)
 To earn goodwill in the minds of the customers
 Good Futures and Options
 Government and legal regulations
 Education regarding environmental aspects

10. Restraining forces
 Economy of the country
 Scale of economy of the business
 Cost criterion
 Buying behaviour of the customer
 Attitude of all stakeholders form a business
 Unlawful members of the society
 Guts to face the risk
 Slow return at the initial stage of business

11. challenges
Convert driving forces into reality.
Manage restraining forces.

12. Strategic options
Value creation
Benefit Cost
Enhancement Reduction
Pollution
C prevention
Green product
H Proactive innovation beyond
A compliance
N
G
Pollution
Green product prevention
E Accommodative compliance
differentiation

13. CHANGE
FOR
ENVIRONMENTALLY
SUSTAINABLE
DEVELOPMENT

14. A GREEN THANKS
Ravi Palanimuthu
Lecturer
Dept. of Management Studies
Manonmaniam Sundaranar University
Tirunelveli 627102
Tamilnadu
India
ravimsu@gmail.com
www.markravi.blogspot.com