GREEN

MARKETING
Vinaya Kumar Malla
Parul
Apoorva Gaikwad
Shivaji Rajput
Ghazal Tabassum
Business and the Environment 07 mars 2013 Frdric Benhaim

Green marketing:
definition
Green Marketing refers to the process of
selling products or services based on their
environmental benefits.
The product may be:
Environmentally friendly itself
Packaged in an environmentally friendly
way

Green marketing: why?

Growing concern worlwide about the
environment protection. For example, the ban
of plastic bags in many parts of the country.
Consumers are becoming more conscious that
their consumption impact the environment.

Manufacturers have
recognized environmental
concerns as a source of
competitive advantage.

IMPORTANCE OF GREEN
MARKETING

Benefits Of Green Marketing

It ensures sustained and long term growth
along with profitability.
It saves money in the long run, though
initially the cost is more.
It helps the companies market their products
and services keeping the environment
aspects in mind.

Green Brands Worldwide:

1. Amul.
2. Toyota .
3. Dell.
4. Suzlon India.
5. Adidas .
6. Sony.
7. Johnson & Johnson.
8. Phillips .
9. ITC .
10. Ikea.

Green marketing:
examples

Following the
4Ps
Marketing tool

Green marketing:
examples
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

Green marketing:
examples
Green
pricing
takes
into
consideration the people, planet
and profit in a way that takes care
of the health of employees and
communities and ensures efficient
productivity.
Value can be added to it by
changing
its
appearance,
functionality
and
through
customization,
etc.
Wal
Mart
unveiled its first recyclable cloth
shopping
bag.
IKEA
started
charging consumers when they

Green marketing:
examples

Tesco believes that retailers

can play a positive role in
tackling climate change

Lead the way by dramatically

reducing its own carbon
footprint.

Green marketing:
examples
Tom : Project Holiday
(2008)

Tom promoted its project

holiday campaign to sell
30000 pairs of shoes

They would give the same

number to kids in Ethopia

Unprecedented awareness
for their cause without
paid media.

SOME CASES:
SBI Green banking programme
By using eco & power friendly equipment in
its 10,000 new ATMs, SBI has not only saved
power costs and earned carbon credits, but
also set the right example fore others to
follow.
SBI became the first Indian bank to harness
wind energy through a 15 megawatt wind
farm developed by Suzlon Energy.

Going Green: Tata's New

Mantra
Tata Motors is setting up an eco-friendly
showroom using natural building material for
its flooring and energy efficient lights.
The Indian Hotels Company, which runs the
Taj chain, is in the process of creating Eco
rooms which will have energy efficient mini
bars, organic bed linen made from recycled
paper.
And when it comes to illumination, the rooms
will have CFLs or LEDs.

Suzlon Energy
The worlds fourth largest wind-turbine maker
is among the greenest and best Indian
companies in India.

Tulsi Tanti, the visionary behind Suzlon,

convinced the world that wind is the energy
of the future and built his factory in
Pondicherry to run entirely on wind power.
Suzlons corporate building is the most
energy-efficient building ever built in India.

Lead Free Paints From Kansai

Nerolac
Kansai Nerolac Paints Ltd., has always been
committed to the welfare of society and the
environment. Kansai Nerolac has worked on
removing hazardous heavy metals from their
paints.
Lead in paints especially poses danger to human
health where it can cause damage to Central
Nervous System, kidney and reproductive system.
Children are more prone to lead poisoning leading
to lower intelligence levels and memory loss.

ITC
ITC has been 'Carbon Positive' three years in a
row (storing twice the amount of CO2 than the
Company emits).
'Water Positive' six years in a row (creating
three times more Rainwater Harvesting potential
than ITC's net consumption).
Close to 100% solid waste recycling.
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.
ITC's Watershed Development Initiative brings
precious water to nearly 35,000 hectares of dry lands
and moisture stressed areas.
ITC's Sustainable Community Development

Conclusion
Educate your customers and give
them an opportunity to
participate.
Be authentic
Dont use green washing
Marketing can really be
green!

THANK YOU FOR

YOUR ATTENTION !