green marketing - finalf

8/6/2019 Green Marketing - Finalf

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GREEN

MARKETINGMade By :

Astha Bansal 171/10


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Flow of Presentation

What is Green Marketing ?

President Obamas word for Green.

Greenwashing

Effective Green Marketing

4 Ps of Green Marketing

Examples

Challenges

Strategies

Conclusion.


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Green Marketing ??

Green Marketing is the marketing of Products considered

environmentally safe.

The obvious Assumption

potential consumers will view a product or service's

"greenness" as a benefit and base their buying decision

accordingly.

BUT>> the not-so-obvious Assumption

consumers will be willing to pay more for green products

than they would for a less-green comparable alternative

product


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Green Marketing includes everything.. !!

Here are Green Awards known for >>

* Educational Projects (Promoting Sustainable Development

Issues)

* Fair Trade Campaign Award (Any Media)* Green* Green New Product Innovation Financial Product

* Green Advertising (Print & Outdoor)

* Green Mixed Media Award (Integrated)

* Green Moving Image Award (Audio-Visual /Tv Spot / ShortFilm / Animation)

* Green Packaging Award

* Green Use Of Online Media Award (Banners / Social Media

Campaigns / Websites)


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President Obamas call for clean energy

President Obama renewed his call for clean energy

saying - The Nation that leads the clean energy

economy will be the nation that leads the global

economy.

India can win the fight to transition the economy to

clean energy and by doing so -

create millions of jobs

reduce our dependence on foreign oil

help keep our planet healthy for future generations.


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Making Green energy The

Powerful kind of Energy for

America.


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Top Marketing Trends for 2009

According to a survey conducted by

Anderson Analytics for the MarketingExecutives Networking Group .

The top three marketing trends in 2009:

Customer satisfaction and retention

Insight and innovation

Green Marketing.


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GREENWASHING

Pesenting product or service as green when it's not is calledgreenwashing.

Companies can seriously damage their brands and Sales if a green

claim is discovered to be false or contradicted by a company's other

products or practices.

Green marketing can be a very powerful marketing strategy but

only if you do it right.

Most Americans Say Green Advertising is "Just A Marketing Tactic

44% Americans either completely or somewhat agree that they are not willing

to pay more for upfront for green building products .

In the US, 49% of men expressed this view, compared to 39% of women.


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EFFECTIVE GREEN MARKETING

For green marketing to be effective, you have

to do three things :

Be genuine

Educate your customers

Give customers the opportunity to participate


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Consumer Perceptions

-Wendy Gordon30% percent of people claim to be concerned

about the environmental and ethical integrity

of products and services they purchase andyet only three percent translate this attitude

into behaviour.


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ELECTROLUX GONE WRONG

The company promotes products energy-saving advantages onlabels, but that is required in both Europe and the U.S.

It took an initiative in Sweden in which consumers were given awashing machine, then charged on a per-use basis of 10 Swedishkronor (about US$1). One objective was that the consumer did nothave to worry about the appliance, relying on Electrolux to keep themost efficient machines in operation, thereby minimizing theirenergy and water needs.

The program was met with a decisive yawn by consumers, whoapparently did not want to change the way they paid for doing thewash at home


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PHILIPS CFL PLAYED BAD

For years, energy-saving and longer-lasting CFLslanguished in the U.S. market, despite their success inEurope, which experiences much higher energy costs.

U.S. consumers didnt care for the quality of CFLslight output.

Things changed as other bulbs got cheaper, the quality

of their light better, and their adaptability into variousfixtures increased.

Environment was not customers primary need butquality.


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WHY ARE FIRMS USING GREEN

MARKETING??

Opportunities

Governmental pressure

Social Responsibility

Competitor Pressure


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4PS OFGREEN

MARKETING


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PRODUCT

Develop products to address customersenvironmental needs.

Develop environmentally responsible products tohave less impact than competitors.

Product or service : It is vital to ensure thatproducts meet or exceed the qualityexpectations of customers and are thoroughly

tested.


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PRICE Most customers are prepared to pay a premium if

there is a perception of additional product value.

Environmental benefits -added bonus, but will be

the deciding factor between products of equal

value and quality. For example fuel-efficient vehicles, water-efficient

printing and non-hazardous products.


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PLACE

Very few customers go out of their way to buy greenproducts.

So the location must also be consistent with the imagewhich a company wants to project.

This can be achieved by in-store promotions and

visually appealing displays or using recycled materialsto emphasize the environmental and other benefits.


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Banks..

Bank of America's switching to

paperless credit card account

management : >> electronic

statements and ebilling.

Santander's Sovereign Bank >>>

encourages users to go green by

signing up for bill pay and ebills. The bank promises to plant a tree

for every ebill initiated.


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Citizens Bank - pushing its Green$ense

checking rewards program that pays

users $0.20 per electronic transaction

for the next 12 months >>>>>

Zions Bank - promotes eStatements in a

small mid-page grap.

Credit Union homepage promotes

Saturday "scooter loan" special

>>>>


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PROMOTION Smart green marketers will be able to

reinforce environmental credibility by usingsustainable marketing and communications

tools and practices.

Never overstate environmental claims or

establish unrealistic expectations, and

communicate simply and through sources thatpeople trust .


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Social Media for Sustainability Justmeans is a social

network for the businessfor good community for

professional, activists ,

social entrepreneurs act

upon CSR

green marketing fanatics.

How can social media propel

sustainabilitycommunications.

What Makes a Green

Advertising Campaign Green.

Top 10 Green Social Networks


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Earth Hour Earth hour is an annual, global, event organized by the WWF -

requests people to turn off the lights for just one hour.

126 countries had signed up for Earth Hour 2010, mar 27 from

8:30 p.m. to 9:30 p.m .

How Marketers take Advantages : Candlelight Dinner at Four

Seasons Properties in Thailand in Support of Global Earth Hour for

Raising funds for WWF.


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Hour Car The vehicles belong to its members

and can be hired as required. Many privately owned cars sit in

parking spaces for most of their lives.

Lacks of Rupees are spent before

driving:

the cost of buying the car itself

interest on car loans

Insurance

road tax etc. not to mention the problems

of garaging and parking.

Going Green Innovative idea - The

vehicles will run on environmental

friendly bio-diesel.

Zipcar.com

Your Zipcard unlocks thousands of

cars around the world, with gas

and insurance included.


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Philips CFL Light Bulb

Compact Fluorescent Bulbs (CFL)saves 75% on your lighting bill.

CFL bulbs have a huge

contribution to the environment

by burning less fuel.

Philips Marathon 60 CFL Light

Bulbs consume just 13 watts of

power and are comparable to a

60 watt incandescent.


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GO GREEN WITH HP..

HP follows a global environmental strategy : products,

internal operations and supply chain management.

New HP desktop business PCs - offer 80% efficient power

supplies.

Redesigned print cartridge packaging to reduce

greenhouse gas emissions.

They have included removing the mercury fluorescent

tubes in its notebook computers (making them 95%

recyclable) and designing products that use fewer metals.


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.GO GREEN WITH HP

HP was the first PC maker to get a gold rating for an

eco-friendly PC from the Electronic Product

Environmental Assessment Tool in 2009.

HP's website provides eco-information.

Dynamic Smart Cooling - to deliver 20 to 45 % savings

in cooling energy costs.

Eco-labeling on all its products that have

environmental features.


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Blackle >> Google going Green via

BLACK.. !! The black Google is an enery saving theme and viewing a

blackscreen background is better for your eyes.

It originated from the idea ifB

lack Google would save 750Megawatt-hours a year

An all white web page uses about 74 watts to display,

while an all black page uses only 59 watts.

Google gets about 200 million queries a day It could

reduce global energy use by 750 Megawatt-hours a year.


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Nike - ReversePsychology

Eco-friendly. Nike used recycled materials and

reduce the toxic adhesives through

proprietary stitching.

Nike invented a whole new

sewing machine to be more green.

But they say they are doing it justfor the environment..

..trying 2 play via Reverse

Psychology.


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Pepsi Refresh Project.

Pepsi's page on YouTube Videos of celebrities like Kevin Bacon

and Demi Moore.

Pepsi Co.s Have We Met Before? - benefits of aluminum can

recycling and encourage Pepsi consumers to make recycling.

Pepsi Refresh site is entittled Planet.

The Pepsi Refresh Project seeks to engage the masses to help

Pepsi give away over $20 million. Each month, Pepsi is giving awaymillions in grants to fund great ideas.

PepsiCo has saved more than 750,000 megawatt hours of energy

and more than 7.5 billion liters of water.


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..Pepsi Refresh Project Goals of reducing

water consumption by 20 %

electricity use by 20 %

fuels consumption by 25 %

all by 2015.

Recycling facts and messages will be featured on 500 million Pepsi

cans and 250 million Diet Pepsi cans nationwide.T

hats 7.5 billioncans by the end of the year.

The Messages that are soon expected on the cans >>

Recycling could save 95% of the energy used to make this can.

On average, aluminum cans produced in theU

nited States contain 40-50% recycledcontent.

The average person has the opportunity to recycle 25,000 cans in a lifetime.

Recycling a single aluminum can saves enough energy to power a TV for threehours.

Recycle this can and save enough energy to power a 100-watt light bulb for four

hours.


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E i l f i dl id ' b


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Environmental friendly idea's by

Idea Cellular

Idea cellular campaign - use ofmobile thereby saving paper

and the environment

Abhishek Bachchan, the brand

Ambassador .

mobiles can be used to make

bill payments, generate e-

bills, reading newspapers,making mobile transactions,

e-tickets and more.


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Nokia Aims for a greener India A survey by Nokia - 87% of

Indians are ignorant.

The company set up recycling

bins set up across Nokia Centers

- users can dispose their handsets

and accessories.

In India - on average a personowns 5 phones - but only 3%

recycle.

Aims to educate Indian

consumers that 100% of thematerials in the phones can be

recovered and used to

make new products or

generate energy.


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BUY GREEN


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BUY GREEN


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Green Gifts - Low-Impact Luxury for High-Impact Giving The Fashion Buff - Cashmere Cardigan >>

>>>>

biodegradable paper Patch watch The 11-gram wrist piece

Comes in eye-popping colors and patterns.

>


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VolkswagenLatest BlueMotion Polo is greenenough to be tax exempt - in fact,

it actually gives off less CO2 thanany other car in its class.

What if our roofs collected

water? Rain Water harvesting.


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Electric car

An electric car is a plug-in battery powered automobile which is

propelled by electric motor(s).

Zero tail pipe emissions.

30% reduction in carbon dioxide emissions.

Comparison with internal combustion engine vehicles

Price high Price for Electric.

Running costs and Maintenance Low for Electric - 5 moving parts in Electric,

compared to 100 in gasoline.

Pollution (Consumer dont care over Price).

Safety Issues with safety owing to - higher voltages and chemicals

encountered in electric and hybrid electric vehicle.

Travel range before recharging Less, if higher Battery added weight

Increases Performance dies.

Future Depends on PRICE, Performance, Availability.


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Chevrolet Volt


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Problems with Electric Cars

No proper labeling

Pricing to high

Substitute fuel also costly New technology reliability

Time (to recharge)

Reva 2 seater


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Solution to Electric cars

Proper labeling system

Financing

Investment in looks Connect company goals with customers

Online marketing.


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Some more initiatives.

NTPC Limited to allocate 0.5% of distributable profit

annually for its "Research and Development Fund forSustainable Energy,

Mahindra Hariyali initiative in which 1.2 milliontrees were planted by Mahindra employees and

stakeholders before October 2008.

Coca Cola partnered with Central Ground WaterAuthority to combat water scarcity with simple and

effective technology.

Some more initiatives


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.Some more initiatives

Denver Water : campaign to promote the conservation

of water. Keep our rivers flowing.

Use only what you need.

Potato starch trays protects iPhone which equals 90percent reduction in the carbon footprint compared to

the plastic tray used in the past.

Xerox introduced a "high quality" recycled photocopier

paper in an attempt to satisfy the demands of firms for

less environmentally harmful products.

Challenges


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Challenges Green products require renewable and recyclable material,

which is costly.

At times Green Products are not that Efficient. Eg CNG

compared to Petrol.

Requires a technology, which requires huge investment in

R & D

Water treatment technology, which is too costly.

Majority of the people are not aware of green products

and their uses.


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Strategies

T

ake your marketing to the web with your own website. Pursue social media marketing.

Choose a green web host for your site

Offer digital downloads of marketing assets

Green your giveaways too. Eg: packing material. Use a green printing service.

Choose 100% recycled content paper

Get green certification for product.

Join eco-organizations such as 1% for the Planet. Make the green aspects of your product easy to understand.

Use digital coupons.


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Conclusion

Green marketing should not neglect the economicaspect of marketing.

Marketer must find an opportunity to enhanceproduct's performance and strengthen customer's

loyalty and command a higher price.

Green marketing is still in its infancy and a lot of

research is to be done on green marketing to fully

explore its potential.


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green marketing - finalf

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