1. GREEN MARKETING
USHERING A NEW ERA
OF
INDUSTRIALISATION
PRESENTED BY-
SACHIN JAIN

2. INTRODUCTION
• Rapid industrialization and technological advancements
• Unprecedented growth in the field of science and technology
• Irresponsible human activities have taken a toll on the
environment of the earth
• Resulted in global warming, dramatic climatic variations
across the world and the melting of polar ice caps.
• The present situation has made the marketers think and
come up with a range of products that can satisfy customer
needs while balancing the environmental issues.
• This has resulted in the birth of a new kind of marketing
called: GREEN MARKETING .

3. What is green marketing?
• Green Marketing is the marketing of products that
are presumed to be environmentally safe
-American Marketing Association
• Green marketing implies marketing products that
benefit the environment
-Oxford Dictionary of Business & Management
• Green or Environmental Marketing consists of all
activities designed to generate and facilitate any
exchanges intended to satisfy human needs or wants,
such that the satisfaction of these needs and wants
occurs, with minimal detrimental impact on the natural
environment

4. EVOLUTION OF GREEN MARKETING
• Phase I: "Ecological" Green Marketing:f ocus on reducing
Environmental Problems & providing Remedies.
• Phase II: "Environmental" Green Marketing : focus on
innovations through Clean Technology.
• Phase III "Sustainable" Green Marketing:
Focus on preservation of Environment through
Sustainable Development.

5. FACTORS INFLUENCING INDUSTRIES TO
OPT FOR GREEN MARKETING
• Social responsibility
• Governmental pressure
• Competitive pressure
• Cost & Profit issues

6. BENEFITS OF GREEN MARKETING
• Encourages the marketers to develop energy-
efficient products
• Encourages the concept of ‘Sustainability’
• Helps save money in the long run
• Helps companies to develop innovative products
• Gives them competitive advantage and favorable
image among consumers.
• The employees and consumers feel proud to be
associated with an environmentally responsible
company

7. CHALLENGES FACED BY GREEN MARKETERS
• Misconception that green products or
services cost more than conventional
options
• Lack of credibility or trust among
consumers regarding green or
sustainable product claims

8. SOME MAJOR GREEN MARKETING INITIATIVES
• Global beverages major Coca Cola is planning to become
water neutral by 2012.
• Japanese automakers Honda and Toyota have both recently
introduced environmentally-friendly models.
• BMW (Spartanburg, USA) meets 65% of its electricity needs
by processing Garbage from a nearby Dump.
• GE introduced Diesel locomotives in 2005 that reduced
emissions by 40% as compared to the locomotives made in
the previous year.
• HP computers has invested heavily in Recycling of Computers
& related peripherals.
• NOKIA has started a campaign to recycle mobile phones.

9. STRATEGIES TO INCORPORATE GREEN PRACTICES
• Adopt new technology/process or modify existing
technology/process so as to reduce adverse environmental
impact.
• Establish a management and control system to ensure
adherence to stringent environmental safety norms.
• Using more environment-friendly raw materials at the
production stage itself.
• Exploring possibilities of recycling of the used products.

10. CONCLUSION
• In order to ensure continued existence of human race on this
planet, the marketers as well as consumers will have to
assume a more responsible attitude towards the natural forces
that support life on earth.
• It is time for manufacturers and marketers to become more
responsible and accountable for their actions and devise ways
to ensure sustainable growth.
• The legacy of the current generation’s industrial activities
should be to hand over a surviving and thriving Mother Earth
rather than passing on a dying planet in the hands of our
future generations.
• The focus should be on giving back whatever we have taken
away from this planet.

11. GO GREEN