CONTENTS:

1. INTRODUCTION
2. HISTORY
3. CHARACTERISTICS AND GOLDEN RULES OF GREEN MARKETING
4. OBJECTIVES AND SCOPE
5. 4 P’s OF GREEN MARKETING
6. REASONS BEHIND IMPLEMENTING GREEN MARKETING
7. CHALLENGES AND PROBLEMS FACED
8. EXPERTS EXPERIENCE
9. MY SUGGESTIONS
10. CONCLUSION
 INTRODUCTION

 Green marketing involves-  Consumers who buy these kind  Green marketing refers to
of products are called “green
consumers” and such products
are called as “green products”.

Changes in
Product
producing the
modification
product

 It can be defined as, "All activities

designed to generate and facilitate
Improvement any exchange intended to satisfy
Development human needs or wants such that
or change in
in Packaging
Advertisement satisfying of their needs and wants
occur with minimal detrimental input
on the national environment.“
  Green marketing came into picture when both marketers and
consumers understood the impact of increase in:-

 Global warming and  non-biodegradable solid  Customers are more concerned with
Pollution. waste and chemicals the nature and environment and that’s
the reason why the companies are
trying to improvise and change their
products with respect to the
environment and needs of the society.
CHARACTERISTICS OF GREEN MARKETING
Green products can be defined as follows:
 Raw-materials which are originally grown
 Products which can be recycled, reused and are biodegradable in nature,
 Natural ingredients are used in manufacturing the product.
 Products which contain non-toxic chemicals.
 Which are eco-friendly and which don’t harm the environment.
 Products which are not tested on animals.
 Which has eco-friendly packaging and design
 Which saves energy and water in an effective way.
 Which has less emission and less hazardous.
 Which will last for a very long time and which is durable
GOLDEN RULES OF GREEN MARKETING

Creating awareness
Know your
and educating the Being Transparent
customer
customers

Proper pricing
Ensure the buyer
strategy
 HISTORY
 According to Peattie the evolution of green marketing has three ECOLOGICAL
phases.

 First phase:- all marketing activities were concerned to help

environmental problems and provide remedies for environmental
problems.
ENVIRONMENTAL
 Second phase:- the focus shifted on clean technology that
involved designing of innovative new products, which take care of
pollution and waste issues.
 Third phase:- concerned with developing good quality products SUSTAINABLE
which can meet consumers need by focusing on the quality,
performance, pricing and convenience in an environment friendly
way.
 OBJECTIVES

The main objective of this study is to understand:-

 How different companies implement green marketing in their business to
improve their sales
 Advantages of implementing green marketing
 How technology plays an important role in these companies.
 Challenges and problems faced while implementing green marketing
 Legal steps which should be taken to implement green marketing
 SCOPE

 The entire study is about how different companies implement/follow different strategies of
implementing green marketing in their organization to fulfil their organizational goals and to
compete with the competitors.
 The research will take place by talking to experts in the particular field and will try to analyse the
exact scenario in the present market by comparing few top talks and advices.
 As the comparison starts, the research will give a clear picture of WHY? HOW? WHEN? WHERE?
Green marketing is bringing change in the competitive market.
 4 P’S OF GREEN MARKETING

4 P’S OF GREEN MARKETING

PRODUCT PRICE PLACE PROMOTION

REASONS BEHIND IMPLEMENTING GREEN
MARKETING

 Opportunities

 Social responsibility

 Government pressure

 Competitive pressure

 Cost or profit issue

 CHALLENGES FACED
 should thoroughly understand
 require a lot of ground work and knowledge to implement new methods in their business.
 Educate and prepare the customers mentally to use the new products.
 Should invest and spend on manufacturing and R&D programs.
 Creating trust in the minds of society.
 use of new techniques like eco-labelling which increases the cost of the product.
 companies earn profits only in long run.
 companies will take a long time to reach the “Breakeven point”
 As they use natural, recyclable and green technology/ products which are usually expensive.
 May have internal conflicts and disputes.
 Have to manage both the objectives and should satisfy the customers needs.
 PROBLEMS FACED

 should be specific about the benefits which they provide.

 should explain the characteristics of environment.
 should explain how benefits are achieved
 should make sure that there products are differentiated clearly from the
competitors.
 should make sure that negative factors are considered and converted into
positive factor accordingly.
 Appropriate terms and meaningful pictures should be used to promote their
products.
 EXPERTS EXPERIENCE
 From the expert’s talk I understood that every company tries to implement green marketing
either because of government pressure, competitor’s pressure, less legal procedure or concern
towards environment and society. Companies try different methods like demographic, standard
of living, age, taste, social status etc. few companies even today believe in WORD OF MOUTH
to promote their products into the market. Companies even in today’s world think about
economy and society rather than purely profits.
 From the interview I understood that the government is also taking specific steps and showing
special interest to safe guard the environment and society. They are trying to provide specific
subsidiaries to the people and they are showing keen interest towards installing the solar plant
in their land. Which is helping the framers to get 24/7 power supply without interruption and
with one time investment.
 MY SUGGESTIONS

 Every company and corporate should start implementing green marketing in their business.
 Only when companies take initiative the change can start in the consumers buying
methods.
 Even though the green products are expensive the firms and companies should implement
and use these products.
 Companies should not fool there consumers for their own selfish benefits rather they
should try to safe-guard the environment.
 Sustainability of resources should be done so that there is no scarcity for the resources in
future
 Proper utilization of resources should be done by all the companies to get proper outcome.
 CONCLUSION

By this I would like to conclude that corporate and customers are becoming more concerned about
environment and showing more interest towards going green and protecting environment and to do
this companies are changing their methods of production, manufacturing and innovating their
products.