presentation green mktg

8/3/2019 Presentation Green Mktg

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BY:Nitish Khurana

GREEN

MARKETERS


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Evolution of Green MarketingThe term Green Marketing came into prominence in the

late 1980s and early 1990s.

The green marketing has evolved over this period oftime. The evolution of green marketing had three

phases. First phase was termed as "Ecological" green

marketing, and during this period all marketing

activities were concerned to help environment

problems and provide remedies for environmental

problems.


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Second phase was "Environmental" greenmarketing and the focus shifted on cleantechnology that involved designing of innovativenew products, which take care of pollution andwaste issues.

Third phase was "Sustainable" green marketing.It came into prominence in the late 1990s and early2000. This was the result of the term sustainable

development which is defined as "meeting theneeds of the present without compromising theability of future generations to meet their ownneeds."


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What is Green Marketing? All activities designed to

generate and facilitate

any exchanges intendedto satisfy human needs or

wants, such that the

satisfaction of these

needs and wants occurs,

with minimal detrimental

impact on the natural

environment


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Thus "Green Marketing" refers to holistic marketing

concept wherein the production, marketing,consumption and disposal of products and serviceshappen in a manner that is less detrimental to theenvironment with growing awareness about theimplications of global warming, non-biodegradable

solid waste, harmful impact of pollutants etc., bothmarketers and consumers are becoming increasinglysensitive to the need for switch in to green productsand services.

While the shift to "green" may appear to be expensivein the short term, it will definitely prove to be

indispensable and advantageous, cost-wise too, in thelong run.


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Power

Costs

Space

Heat

Demand

Users

Services

Access

The cost of operating

power for servers is to

surpass the cost to buy

them in the next five years

IDC Report, 2007

Energy bills traditionally have

accounted for less than 10% ofan overall IT budget but soon

could account for more than

half--- ---Gartner,

2008

By 2010, environment-related

issues will be among the top 5IT management concerns for

more than 50% of state & local

government organizations in

North America, EMEA and

Australia ---Gartner, 2008

Growing Demand, Shrinking Resources


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Adoption by Firms

OPPORTUNITIESGOVERNMENTAL

PRESSURECOMPETITIVEPRESSURE

SOCIALRESPONSIBILITY

COSTORPROFITISSUES


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SWOT Analysis

-Access tonew markets

-Can chargepremium

-Sociallyresponsible

-Builds

brand equity& loyalty

STRENGTHS

-People choosepersonal needsthan

environmentalneeds

-Overemphasizing greenness

can provedevastating fora product

WEAKNESS

-Demand ofproducts withnew attitudes

-Organizations

perceivegreenmarketing to

be acompetitiveadvantage

OPPORTUNITIES

-Uncertainty as towhich greenmarketing

activities areacceptable from agovernment

perspective.

-The possibility of

a backlash fromconsumers orgovernment basedon existing greenmarketing claims

EXTERNALTHREATS


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Market Segments for green products:

Segment 1General

Consumer

Segment 2Government

Agencies

Segment 3Private

Industries

Segment 4Non ProfitCompanies


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CONSUMERVALUE POSITIONING

Design environmental products to perform

as well as (or better than) alternatives. Promote and deliver the consumer desired

value of environmental products and target

relevant consumer market segments.

Broaden mainstream appeal by bundling

consumer desired value into environmental

products.


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UNDERSTANDING CONSUMERPERCEPTION

AND PRIORITIES TO MAXIMIZE BUSINESS

a)What they are purchasing?

b) How are they prioritizing- between organic,

fair trade, carbon friendly and so on?

c)Whether the consumers are getting what

they want to purchase?


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Implication for Green Marketers

Target products to women who generally buy on behalf of men and families.

Use the influence of children to encourage parents to try green products.

Effectively communicate assurance of quality.

Like environmental attributes such as energy efficiency or toxic substance

reduction with other benefits such as lower price, convenience, or quality of life

improvements.

Emphasize personal benefits by using terms such as safe, non-toxic, cost

effective

Making the use of product. Select mainstream distributors wherever possible. Offer

one-stop shopping and eye appealing displays.

Reinforce product benefits with evidence of corporate performance and

improvements. Educate consumers about environmental issues and your efforts

through a variety of means.

Communicate your steps towards sustainability and commitments to improvement.

Seek feedback and promote your efforts to respond to customer concerns.


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CONVENTIONALMARKETING GREEN MARKETING

Consumers Consumers with lifestyles Human beings with lives

Products Cradle-to-grave one size fits for all

products

Cradle-to-Cradle

flexible services

Marketing and

Communication

Selling oriented and benefits Educational Values

Corporate Receptive, Independent, competitive,

Departmentalized, Short term

oriented profit maximizing.

Proactive,

Interdependent,

cooperative,Holistic, long

term


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What drives Environmentally Conscious

Consumer Behavior

Environmentally Consciousness Consumer Behavior (ECCB) as a

process involving consumer environment, constructs, mediators

and outcomes.

The underlying influencers of ECCB are complex and different

approaches to consumer motivation

account for them in various ways.


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SEGMENTATION OF GREEN

CONSUMERS

True-Blue Greens

Greenback Greens

Spouts

Grousers

Apathetic


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Consumer Information and Education

If managers believe that consumers view

greenness as a motivating variable, they should

invest in conveying information throughadvertising, direct mailing, brand labels, in-store

displays and pamphlets.

Green marketing can be successfully implemented

by use of ICT in cost effective way


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Identify and Target the Green Consumer

Green Activists 10%Green Consumers

27%

Inactive 23% Latent Green 40%

Types of Green Consumers


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Identify and Close the Green Gap

The gapscab beclosed byinnovativelyaddressing

thefollowingarea:

Green product:

GreenValue and lesser Price

Customer Information

Special and Green Place

Green promotion Aided by ICT

Partnership

Trust

Publicize Stories of the Companys and Employees GreenInitiatives

Compete for Environmental Awards


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STRATEGIES TO BE IMPLEMENTED IN

GREEN MARKETING

PRODUCTDIFFERENTIATION

DESIGNING BIO-DEGRADABLE PACKAGING

PRODUCT STRATEGY

DISTR

IBUT

IO

N STR

AT

EGY

LIFE-CYCLE ANALYSIS

INCENTIVES AND STRUCTURALFACTORS


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Clear policy signals are essential to incentivise eco-innovation

Source: OECD (2010), The Invention andTransfer of EnvironmentalTechnologies

0

1

2

3

4

5

6

7

8

9

10

11

12

1980

1982

1984

1986

1988

1990

1992

1994

1996

1998

2000

2002

2004P

atentingactiv

ityinAnnex1ratificatio

ncountries

(3-yearmovingaverage,

indexedon

1990=1.0

)

Wind power

Fuel cells

Lighting

Solar PV

Electric cars

All tech. sectors

1997- Kyoto Protocol


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Conclusion Green marketing should not neglect the economic aspect of

marketing. Marketers need to understand the implications ofgreen marketing.

If we think customers are not concerned about environmentalissues or will not pay a premium for products that are moreeco-responsible, then we should think again.We must find anopportunity to enhance product's performance and strengthenyour customer's loyalty and command a higher price.

Green marketing is still in its infancy and a lot of research is tobe done on green marketing to fully explore its potential.


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Marketers also have the responsibility to make the consumers

understand the need for and benefits of green products as

compared to non-green ones. In green marketing, consumers

are willing to pay more to maintain a cleaner and greener

environment.

Finally, consumers, industrial buyers and suppliers need to

pressurize the minimizing of the negative effects on the

environment. Green marketing assumes even more importance

and relevance in developing countries like India.

Successful green marketers will reap the rewards of healthy

profits and improved shareholder value and help in making the

world a better place for future generations.


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Q&A


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THANK Uuuuuuuu.

presentation green mktg

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