Green marketing is the integrated management process responsible for identifying, forecasting and satisfying the needs of customers and society, in a profitable and sustainable way. Sustainable way means that companies develop constantly and use natural recourses rationally.

1. Going green: marketing challenge Kyiv National University of Technologies and Design Beznosyk Marina

2. Concerns over climate change Water shortage Health concerns Rising energy prices Growing demand for ‘ green’ products: recycled paper, unleaded fuel, organic food Green marketing

3. Green marketing - is the integrated management process responsible for identifying, forecasting and satisfying the needs of customers and society, in a profitable and sustainable way. Sustainable Constant development Rational use of natural resources

4. Marketers Environmentalists Stimulate consumption Reduce consumption

6. Green marketing: pros and cons Strong brand Customer loyalty Engaged employees Savings Additional costs for 'greening' Strong supply chain

7. New approaches for Target market Product Promotion Price Placement Packaging

8. Environmentally friendly product Non toxic; energy and water-efficient; harmless to the environment; recyclable; biodegradable. Environmentally friendly process by which product is created Use ‘green’ energy from renewable resources; cruelty-free cosmetics

9. Price C onsumer demand for green products can allow paying the addition of a green price premium. The emphasis not on 'purchase price' 'total cost' 'cost-per-use'

11. Promotion a dialogue with stakeholders, customers aimed at informing and educating customers seeking to establish the social and environmental principles of the company and its products

12. Advertising On-pack promotion Direct mail Personal selling PR Integrated communications

13. Placement as channels of distribution that serve as the means for getting the product to the target customers Fuel, consumed while transporting Packaging, used for transporting

14. If you you but reduce the resources consumed and the energy used in distribution reduce level of protection for the product Reduce package thickness Use large trucks reduce the amount of fuel consumed per product unit moved have a greater negative impact on roads and the communities they pass through

15. Solution replacing global production and distribution chains on a more regional or local scale may allow economies of distance to outweigh economies of scale

16. Green marketing is a sustainable way for running a business, which allows receiving benefits from eco-conscious behavior Green changes must be complex, including product, price, packaging, placement and promotion Green marketing can minimize negative (and maximize positive) impacts of business activity and introduce solutions, which fulfill acceptable societal demands and needs.

18. Questions?