2. GREEN MARKETING
• According to the American Marketing Association, green
marketing is the marketing of products that are
presumed to be environmentally safe.[1] Thus green
marketing incorporates a broad range of activities,
including product modification, changes to the production
process, packaging changes, as well as modifying
advertising. Yet defining green marketing is not a simple
task where several meanings intersect and contradict
each other; an example of this will be the existence of
varying social, environmental and retail definitions
attached to this term. Other similar terms used
are Environmental Marketing and Ecological
Marketing

3. INTRODUCTION

4. HISTORY

5. CHARACTERSTICS OF
GREEN MARKETING

6. IMPORTANCE OF GREEN
MARKETING

7. WHY GREEN MARKETING

8. EXAMPLES OF RECYCLING
- Batteries,
- Building Materials,
- Cars,
- Clothing, and material,
- Compost matter,
- Computers,
- Electrical equipment,
- Furniture,
- Glass,
- Metals,
- Mobile phones,
- Paint, and oils,
- Paper,
- Plastic,
- Printer cartridges,
- Wood

9. EFFECTIVE GREEN
MARKETING

10. MARKETING MIX OF GREEN
MARKETING

11. Product
The increasingly wide variety of products
on the market that support sustainable
development and are good for the triple
bottom line include:
1. Products made .. from recycled goods,
or that can be recycled or reused.
Ex-McDonald's restaurant's napkins,
bags are made of recycled paper.
2. Efficient products, which save water,
energy or gasoline, save money and
reduce environmental impact.
3. Products with environmentally
responsible packaging.

12. Price
• Price is a critical and important factor of green marketing mix.
Most consumers will only be prepared to pay additional value if
there is a perception of extra product value. This value maybe
improved performance, function, design, visual appeal, or taste.
Green marketing should take all these facts into consideration
while charging a premium price.

13. Place
• The choice of where and when to make a
product available will have significant
impact on the customers. Very few
customers will go out of their way to buy
green products.

14. Promotion
Promoting products and services to target
markets includes paid advertising, public
relations, sales promotions, direct
marketing and on-site promotions

15. GREEN MARKETING OF
MNCs

16. Philips Light's CFL

17. ITC
O ITC has been 'Carbon Positive' three years in a row
(storing twice the amount of CO2 than the Company emits).
O 'Water Positive' six years in a row (creating three times
more Rainwater Harvesting potential than ITC's net
consumption).
O Close to 100% solid waste recycling.
O ITC's Social and Farm Forestry initiative has greened
over 80,000 hectares creating an estimated 35 million person
days of employment among the disadvantaged.
O ITC's Watershed Development Initiative brings
precious water to nearly 35,000 hectares of dry lands and
moisture stressed areas.
O ITC's Sustainable Community Development initiatives
include women empowerment, supplementary education,
integrated animal husbandry programmes.
O E-choupal facilities

18. Toyota’s Prius

19. NOKIA : Take Back
campaign

20. Tide Coldwater
Ex
am
Did you know that between 80 and 85 percent of the ener
used to wash clothescomes from heating the water? Tid
ple
Coldwater—The Coolest Way to Clean.”Tide Coldwater
:
Laundry Detergent

21. HCL
The key objective under HCL ECOSAFE is targeted at
integrating environmental management procedures
into its business processes thereby protecting the
environment, health, and safety of all its
stakeholders

22. Levis Strauss & Co.

23. ON EARTH DAY
2009

Disneynature, a new film label from the Walt
Disney Company, promoted its new film
Earth by planting a tree for everyone
who saw the movie ,500,000 trees were
planted
• Virgin America donated $1for every
passenger flying that day to environmental
restoration efforts at California State Parks

26. CONCLUSION:
Green marketing is catching on in a big way.
Marketers as well as consumers are slowly but
strongly recognizing it.
Awareness is being created about the use of
such materials, which are helpful in conserving
the environment and are eco-friendly. Green
marketing is gaining prominence across the world
and in India too.

27. QUERIES