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Green Marketing

Green Marketing

In marketing, “green” has become the new buzzword. According to the American Marketing Association, green marketing is the marketing of products that are presumed to be environmentally safe.

According to Peattie (2001), the evolution of green marketing can be divided into three phases; first phase was termed as “Ecological” green marketing, to help solve environment problems through remedies. Second phase was “Environmental” green marketing with focus on clean technology that involved designing of innovative new products, which take care of pollution and waste issues. Third phase was “Sustainable” green marketing came into prominence in the late 1990s and early 2000 where it becomes necessary for companies to produce environment friendly products as the awareness for such products is on the rise as customers are demanding eco-friendly products and technologies.

As per greenmarketing.com any activity to be included as green must satisfy two objectives: improved environmental quality and customer satisfaction. Misjudging either or overemphasizing the former at the expense of the latter can be termed “green marketing myopia.”

Dr.Priyank Azad calls this era as the era of recyclable, non toxic and environment responsive green goods.

So for a business process, is it just a process of being socially responsible?

The answer is NO!

Green marketing is a way which encashes on the unnoticed needs of the customer in the gap which is consistently broadening with the beginning of trends of environmental awareness and consciousness.

This has mutated the behaviour patterns of both individuals and businesses.

This has led to the entry of hybrid cars, organic foods, energy saving appliances etc…

As per greenmarketing.com, to exploit these economic opportunities to steer global commerce onto a more sustainable path, however, green products either succeeded or failed in the marketplace over the past decade, some important lessons emerge for crafting effective green marketing and product strategies. Take the example of Wipro. It has launched a new range of desktops and laptops called Wipro Greenware.

Based on the evidence, successful green products are able to appeal to mainstream consumers or lucrative market niches and frequently command price premiums by offering “non-green” consumer value (such as convenience and performance).

Take the example of ITC which has taken up social forestry for its paper and packaging. Dr. Priyank talks of carbon sequestration via this example.

While TATA has come up with Indica EV (electric car) on one hand and it has invested in LED and CFL lights for the Taj hotels.

ONGC‘s mokshada green cremation plan though an extreme measure has ended up saving 60-70% of wood.

Idea’s campaign of “use paper and save paper” ,it’s green pledge campaign and it keeping bus shelters with potted plants has proved Sanjay Jain’s idea of Green consumerism which according to him has  played a catalytic role in ushering corporate environmentalism and making business firms green marketing oriented.
Nerolac’s impression eco clean talks of short term costs vs. long term customer satisfaction.

Greenmarketing.com talks of the fact that in practice, green appeals are not likely to attract mainstream consumers unless they also offer a desirable benefit, such as cost-savings or improved product performance. The site gives the example of Philips’ experience. Philips called its original entry “EarthLight” to communicate the CFL bulbs’ environmental advantage. While noble, the benefit appealed to only the deepest green niche of consumers.

Hence the main pillars of green marketing are: a green consumer value proposition, engaging consumers with the green and swear on the credibility of the product too.

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