Presentation By:-

Anu Jindal
Roll no: 146
M.B.A. 2nd sem.
Green marketing
What does Marketing mean to
your business.?
Relationship……………?
Image or Awareness………?
 New business
opportunities………?
Press or Public
relations…….?
Company Image……?
Communication…..?
To transfer the message…..?
What is marketing.?
• Marketing is the application of a
series of well
 tried logical disciplines to
commercial problems….. And a lot of
hard work.


“Contrary to some beliefs it is not

 ‘razzle dazzle’ or divine
inspiration”.
•
What is Green Marketing?

Business
Environment
Meaning of Green
marketing:-
• Green marketing consists of
marketing efforts to produce,
promote, and reclaim
environmentally sensitive products.
• Thus green marketing incorporates a
broad range of activities, including
product modification, changes to
the production process, packaging
changes, as well as modifying
advertising.
Definition-
• According to the American Marketing
Association:- “Green marketing is the
marketing of products that are presumed
to be environmentally safe.”
• Focus on reducing carbon emissions and
its impact on climate change
• Part of wider green word including
recycling, organic, ethical consumers.

G . M . Components :-
Education
-Internal
-External
Marketing
-Internal
-External
Outreach
-Innovation
-Conservation
 External Marketing:-
• Booklets,
• brochures
• WCIgreen.com
web
 site
• Demonstration
 homes
• Consumer
awareness
coloumn
External marketing
 Internal Marketing-
• Posters, pins, etc.
• Quarterly
news/letter
• Employee Expo
•
 Education :- Internal

All employees:-



 Education:- External

• Green
demonstration
centers
• Sales staff as front
line educators
• Brochures and
quarterly
news/letters
•
Education-partners
C o m m u n ica te th e Pro b le m !
Tell them the environmental realities:-


• Air & water pollution

• Use of non-renewable resources
• Loss of community
Message is everywhere:-
Part of this message
are…………..
• Sustainability and profitability go
hand-in-hand
• Good corporate citizenship improves
relationships with key
constituencies
• Helps recruit, motivate and retain
employees
• Increasingly connected to improving
bottom lines and shareholder value

Risk of Greenwash: Reputational
damage
 Challenges and threats to
brands

• -If you don’t do green someone else will

• -markets see significant and rapid
consumer shifts
• -comparative shopping from low
emission consumers
• -abstaining and reducing purchase
altogether
• -personal carbon credit limits
• -activist bloggs/ PR attack on high
carbon brands
Challenge -
• a fundamental shift in consumer.
• expectations and attitudes towards
consumerism?
• are consumers on the verge of
redefining and questioning the basis
of Consumerism ?
•
• people don’t want to stop consuming
but want to find ways that don’t
harm the environment.
•
• lets construct a consumer society that
accommodates less waste and lower
Recommendations for G.M.
•Establish a mindset – View your organization’s ability


to address climate change as an opportunity, not a

sacrifice


•Be a part of the solution – Set realistic short and

long-term goals to
 address the issue of climate change and define a
course to achieve them
•Be bold, be transparent – Demonstrate your

commitment by being
 straightforward and open about your goals and share
your progress with all stakeholders (employees,
customers, investors, the media)
•Use your approach as a competitive advantage –

As more
 consumers and investors look to do business with
“green” organizations, identify everything is doing to
Conclusions:-
T h a n ks