1. Jaipur National UniversityJaipur National University
Water/Environment ManagementWater/Environment Management
by using 4Psby using 4Ps
Presented by:Presented by:
Ms. ChandramaniMs. Chandramani

2. Water/EnvironmentWater/Environment
ManagementManagement

3. Introduction :Introduction :
What is Water Management?What is Water Management?
• Water Management isWater Management is
the activity ofthe activity of
planning, developing,planning, developing,
distributing anddistributing and
managing themanaging the
optimum use of wateroptimum use of water
resources..resources..
• Water is the essentialWater is the essential
resource for all life onresource for all life on
the planet.the planet.

4. Tehri Dam Project

5. How to manage WATER by usingHow to manage WATER by using
4Ps?4Ps?
We can manage Water byWe can manage Water by
developing Greendeveloping Green
Marketing.Marketing.
Today, every firms andToday, every firms and
industries focuses onindustries focuses on
green marketing… Theygreen marketing… They
are continuously trying toare continuously trying to
make themselves Eco.make themselves Eco.
Friendly in each fields..Friendly in each fields..
e.g. renewal water bottle.e.g. renewal water bottle.

6. Green Marketing ActivityGreen Marketing Activity
*Product modification*Product modification
*Changes to the production process*Changes to the production process
*Packaging and modifying advertising*Packaging and modifying advertising
All of the can be defined by ProductAll of the can be defined by Product
Life CycleLife Cycle

7. Product Life CycleProduct Life Cycle
• 4 stages of PLC4 stages of PLC
are as follows :are as follows :
* Introduction* Introduction
* Growth* Growth
* Maturity &* Maturity &
* Decline stage* Decline stage
Which is shown byWhich is shown by
diff. colors.diff. colors.

8. Myth about Green MarketingMyth about Green Marketing
• Unfortunately, a majority of people believeUnfortunately, a majority of people believe
that Green Marketing refers to the promotionthat Green Marketing refers to the promotion
or advertising of products withor advertising of products with
environmental characteristics.environmental characteristics.

9. 4Ps of Green Marketing :4Ps of Green Marketing :
• Product :Product :
CompaniesCompanies
identify theidentify the
customer’scustomer’s
environmentalenvironmental
needs and developneeds and develop
a product toa product to
address theseaddress these
needs. E.g. No wetneeds. E.g. No wet
ultra tire shine,ultra tire shine,
Disposable bottle.Disposable bottle.

10. Price :Price :
• This is critical element of the marketingThis is critical element of the marketing
mix. Most of the customers are willing tomix. Most of the customers are willing to
pay premium price if there is a perceptionpay premium price if there is a perception
of addition value. E.g. Organic products..of addition value. E.g. Organic products..
Place:Place:
Actually, very few customers go out toActually, very few customers go out to
buy green products merely for thebuy green products merely for the
sake of it .Marketers should positionsake of it .Marketers should position
their products broadly in the markettheir products broadly in the market
place, so they are not just appealing..place, so they are not just appealing..

11. Continued…Continued…
to a small green niche marketto a small green niche market..
** Promotion:Promotion:
Smart green marketers will be able toSmart green marketers will be able to
reinforce environmental credibility by usingreinforce environmental credibility by using
sustainable marketing communicationsustainable marketing communication
tools & practices. E.g. Idea cellulartools & practices. E.g. Idea cellular
services, Back cover page of classmateservices, Back cover page of classmate
student note books..student note books..

12. Another method of promotionAnother method of promotion

13. Firms using Green Marketing,Firms using Green Marketing,
Why?Why?
• Opportunity :Opportunity :
Organization perceive environmentalOrganization perceive environmental
marketing to be an opportunity that can bemarketing to be an opportunity that can be
used to achieve organizations objectives.used to achieve organizations objectives.
E.g. Xerox introduced a high qualityE.g. Xerox introduced a high quality
reduced photo copier paper in an attemptreduced photo copier paper in an attempt
to satisfy the demands of the firms for lessto satisfy the demands of the firms for less
environmentally harmful products.environmentally harmful products.

14. Social Responsibility :Social Responsibility :
• Many companies are beginning to realizeMany companies are beginning to realize
that they are the member of widerthat they are the member of wider
community & therefore must behave incommunity & therefore must behave in
environmental responsible fashion. E.g.environmental responsible fashion. E.g.
Watt Disneyworld has an extensive wasteWatt Disneyworld has an extensive waste
management program.management program.
• Govt. pressure :Govt. pressure :
• Govt. regulations are designed to controlGovt. regulations are designed to control
the environment of hazardous wastethe environment of hazardous waste
produced by firms.produced by firms.

15. Many byproducts of production areMany byproducts of production are
controlled by issuing of variouscontrolled by issuing of various
environmental issues.environmental issues.
• Competitive pressure:Competitive pressure:
In many cases companies observe theirIn many cases companies observe their
competitor’s environmental behavior andcompetitor’s environmental behavior and
attempt to emulate this behavior.attempt to emulate this behavior.
Loss Profit Issues:Loss Profit Issues:
Many companies often develop eco friendlyMany companies often develop eco friendly
production processes that not onlyproduction processes that not only
reduces waste but reduces the need forreduces waste but reduces the need for

16. Continued…Continued…
Some raw material thus, having a doubleSome raw material thus, having a double
cost saving…cost saving…
Conclusion:Conclusion:
The understanding of Green Marketing is still in itsThe understanding of Green Marketing is still in its
infancy ,perhaps because of its multidisciplinaryinfancy ,perhaps because of its multidisciplinary
nature.nature.
Marketing scholars focus on a host of businessMarketing scholars focus on a host of business
strategy and public policy issues and alsostrategy and public policy issues and also
economic incentives in influencing consumereconomic incentives in influencing consumer

17. behavior.behavior.
Whereas for environment economists, greenWhereas for environment economists, green
marketing signifies a broader trend in the evolutionmarketing signifies a broader trend in the evolution
of environmental policies .Thus , in nutof environmental policies .Thus , in nut
shell we can conclude thatshell we can conclude that
*Green mgmt. is more thus just creating*Green mgmt. is more thus just creating
products that are eco friendlyproducts that are eco friendly
*It is about systemic change in society that*It is about systemic change in society that
includes consumers ,producers & theincludes consumers ,producers & the
general commercial structure.general commercial structure.

18. Tribulations with going Green:Tribulations with going Green:
• Clearly state environmental benefits ;Clearly state environmental benefits ;
• Explain environmental characteristics;Explain environmental characteristics;
• Explain how benefits are achieved;Explain how benefits are achieved;
• Ensure comparative differences are justified ;Ensure comparative differences are justified ;
• Ensure negative factors are taken into consideration; &Ensure negative factors are taken into consideration; &
• Only use meaningful terms and pictures.Only use meaningful terms and pictures.
Managerial/Engineers Implications:Managerial/Engineers Implications:
Managers & Engineers are need to identify what ought toManagers & Engineers are need to identify what ought to
be greened ;system , process or products.be greened ;system , process or products.

19. Queries ???....Queries ???....

20. THANK YOUTHANK YOU