2.  Addresses environmental issues through product
design and innovation.
 significant attention from customers, industries, and
governments around the world.
 Originally proposed at the American Marketing
Association first conference on ecological marketing in
1975
 Businesses view the global environmental problems as
business opportunities.
 Successful businesses not only meet the world's
needs, but anticipate them.
 Delivering eco-friendly, market-leading products is a
key driver in today’s competitive environment.
 strategy to achieve cost savings through energy and
waste reduction.
 It offer a competitive advantage to their brands .

3.  Increasing demand for oil and natural gas
 Increasing effects of climate change
 Lack of access to clean water
 Industrialization
 Usage of natural resources

4.  Delivering eco-friendly, market leading
products
 Adoption of the software, Invention
Machine Gold fire to drive their green
initiative
 Green product development and energy
programs
 Addressing emission and waste control

5.  Sample projects:
 Magnet created Siphon Flush. The toilet valve can save more than 11 million
gallons of wasted water a day. Magnet credits Goldfire with accelerating time-to-
market by 30 percent, cutting development costs by 65 percent. And, the Siphon
Flush has 50 percent fewer parts than traditional toilet valves, making it eco-
friendly.
 A $10B convenient foods company discovered corn-oil replacement.
 Shell developed next generation bio-fuel production methods leveraging sea
algae.
 Leggett & Platt patented and developed a Semi-fold Box Spring that delivers
Green impact to logistics (small compact units, when folded, are easier to ship
resulting in more units per shipment, lower transportation costs, and a lower
carbon footprint).
 JohnsonDiversey, a $3 billion specialty cleaning solutions company, is
responding to the market’s demand for sustainable offerings is by using
Invention Machine’s innovation software. One such offering at JonsonDiversey
resulted in a sustainable and biodegradable intelligent dispensing system that
generated tens of millions of dollars in revenue and continues to drive double
digits growth over the last five years.

6.  Reduce / Reuse Green House Gases
(GHG)
 Reduce Energy Consumption
 Reuse Resources
 Use Eco-Friendly Materials
 Reduce Product Size & Weight
 Save Scarce Resources like Water

7.  Promote good indoor air quality
 Durability, and low maintenance requirements
 Incorporate recycled content (post-consumer and/or post-industrial)
 They are made using natural and renewable resources
 Low "embodied energy" (the energy required to produce and transport
materials)
 Do not contain CFCs, HCFCs or other ozone depleting substances
 Do not contain highly toxic compounds, and their production does not
result in highly toxic by-products
 Obtained from local resources and manufacturers
 For wood or bio-based products, they employ "Sustainable Harvesting"
practices
 Can be easily reused
 Can be readily recycled
 Biodegradable.

8. Left: Recycled cotton/polyester Latex paint can be sent to a paint
insulation and cellulose insulation recycler and reprocessed into quality
are viable alternatives to hazardous paints.
fibreglass insulation.
Sustainably harvested wood flooring

9.  Incorporates a broad range of activities, including
product modification, changes of the production
process, packaging changes, as well as modifying
advertising.
 Environmental protection and resource
conservation.
 Balance in division of responsibility
 Green marketing came into prominence in the late
1980s and early 1990s.

11.  The green products still lag the
conventional products in every category.
 Psychological factors
 Price
 Poor positioning and distribution

12.  better understand consumer and market
dynamics
 get the value proposition right
 enhance your green credibility to improve
brand image
 optimize the marketing mix
 have realistic expectations

13.  Sustainability through energy management,
environmental compliance , Lead and other hazardous
substance free products, effluent control, waste
management and recycling .
 The increasing political and social demand for a more
sustainable society-affecting the way products need to
be designed, manufactured, used and also disposed off.
 Driving sustainability by leveraging PLM for driving
GREEN.
 Confusion in the marketplace.
 Marketers sometimes take advantage of this confusion,
and purposely make false or exaggerated "green"
claims- Green washing.

14.  According to market researcher Mintel, about 12% of
the U.S. population can be identified as True Greens,
68% as Light Greens.
 In 1989, 67 percent of Americans stated that they
were willing to pay 5-10 percent more for ecologically
compatible products.
 1991, environmentally conscious individuals were
willing to pay between 15-20 percent more for green
products.
 2009, agreed to pay up to 40 percent more for a
product which had been proven to be green.

15.  Environmental appeals are actually growing in number–the
Energy Star label, for example, now appears on 11,000
different companies'[ models in 38 product categories, from
washing machines and light bulbs to skyscrapers and homes.
 The growing popularity of green building programs- increase
demand for green products.
 Despite the growth in the number of green products, green
marketing is on the decline as the primary sales pitch for
products.
 A high percentage of consumers (42%) feel that environmental
products don’t work as well as conventional ones.
 New reports, however show a growing trend towards green
products.