Green marketing in India and its importance for the environment., Essays (university) of Marketing

Download Green marketing in India and its importance for the environment. and more Essays (university) Marketing in PDF only on Docsity!

REE

NARKETI

NG

By:-

SIDDHANT MISHRA

According to American Marketing Association -

" Green marketing is the marketing of products that are

presumed to be environmentally safe."

" Green or Environmental Marketing consists of all activities designed to generate and facilitate any exchanges intended to satisfy human needs or wants, such that the satisfaction of these needs and wants occurs, with minimal detrimental impact on the natural environment.

finition and Meaning of Green Marketing

Meani ng Here, term ‘green’ indicates purity. Green means pure in quality and fair or just in dealing. For example, green advertising means advertising without adverse impact on society. Green message means matured and neutral facts, free from exaggeration or ambiguity. Green marketing is highly debated topic for lay people to highly professional groups.

The green marketing has evolved over a period of time. The evolution of green marketing has three phases.

First phase was termed as "Ecological" green marketing,

and during this period all marketing activities were

concerned to help environment problems and provide

remedies for environmental problems.

Second phase was "Environmental" green marketing and

the focus shifted on clean technology that involved

designing of innovative new products, which take care of

pollution and waste issues.

Third phase was "Sustainable" green marketing. It came

into prominence in the late 1990s and early 2000

Departmental stores, specialty stores, and shopping malls are flooded

with useful as well as useless products. These all factors have

threatened welfare of people and ecological balance as well.

Particularly, giant factories have become the source of different

pollutions. Production, consumption and disposal of many products

affect environment adversely.

Concept of green marketing concerns with preproduction with the use of advanced technology, comfortable and luxurious life, style, severe competition, use of unhealthy marketing tactics and techniques to attract customers, section of ecological environment. Modern marketing has created a lot of problems. Growth in marketing activities resulted into rapid economic growth, mass exaggeration in advertising, liberalization and globalization, creation of multinational companies, retailing and distribution by giant MNCs, etc., created many problems.

The products those are manufactured through green technology and

that caused no environmental hazards are called green products.

Promotion of green technology and green products is necessary for

conservation of natural resources and sustainable development.

We can define green products by following measures:

• Products those are originally grown,
• Products those are recyclable, reusable and biodegradable,
• Products with natural ingredients,
• Products containing recycled contents, non-toxic chemical,
• Products contents under approved chemical,
• Products that do not harm or pollute the environment,
• Products that will not be tested on animals,
• Products that have eco-friendly packaging i.e. reusable, refillable containers etc.

Green Products And Its Characteristics

Challenges In Green Marketing

1.Need for Standardization

It is found that only 5% of the marketing messages from

“Green” campaigns are entirely true and there is a lack of

standardization to authenticate these claims. There is no

standardization to authenticate these claims. There is no

standardization currently in place to certify a product as organic.

Unless some regulatory bodies are involved in providing the

certifications there will not be any verifiable means. A standard

quality control board needs to be in place for such labelling and

licensing.

2. New Concept

Indian literate and urban consumer is getting more aware

about the merits of Green products. But it is still a new concept

for the masses. The consumer needs to be educated and made

aware of the environmental threats. The new green movements

need to reach the masses and that will take a lot of time and

effort.

By India's ayurvedic heritage, Indian consumers do

appreciate the importance of using natural and herbal beauty

products. Indian consumer is exposed to healthy living lifestyles

such as yoga and natural food consumption. In those aspects the

consumer is already aware and will be inclined to accept the

green products.

4.Avoiding Green Myopia

The first rule of green marketing is focusing on customer

benefits i.e. the primary reason why consumers buy certain

products in the first place. Do this right, and motivate consumers

to switch brands or even pay a premium for the greener

alternative. It is not going to help if a product is developed which

is absolutely green in various aspects but does not pass the

customer satisfaction criteria. This will lead to green myopia.

Also if the green products are priced very high then again it will

lose its market acceptability.

AMPLES OF GREEN MARKETING IN INDIA:-

1. Digital Tickets by Indian Railways. :-

Recently IRCTC has allowed its customers to carry PNR no. of

their E-Tickets on their laptop and mobiles. Customers do not need

to carry the printed version of their ticket anymore.

3.Green IT Project: State Bank of India:- By using eco and power friendly equipment in its 10,000 new ATMs, the banking giant has not only saved power costs and earned carbon credits, but also set the right example for others to follow. SBI is also entered into green service known as “Green Channel Counter”. SBI is providing many services like; paper less banking, no deposit slip, no withdrawal form, no checks, no money transactions form all these transaction are done through SBI shopping & ATM cards. State Bank of India turns to wind energy to reduce emissions. The wind project is the first step in the State Bank of India's green banking program dedicated to the reduction of its carbon footprint and promotion of energy efficient processes, especially among the bank's clients.

4. Lead Free Paints from Kansai Nerolac:- Kansai Nerolac has worked on removing hazardous heavy metals from their paints. The hazardous heavy metals like lead, mercury, chromium, arsenic and antimony can have adverse effects on humans. 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.

6.Philips Light's CFL

Philips Lighting's first shot at marketing a stand alone compact fluorescent light (CFL) bulb was Earth Light, at $15 each versus 75 cents for incandescent bulbs. The product had difficulty climbing out of its deep green niche. The company re-launched the product as "Marathon," underscoring its new "super long life" positioning and promise of saving $26 in energy costs over its five-year lifetime. Finally, with the U.S. EPA's Energy Star label to add credibility as well as new sensitivity to rising utility costs and electricity shortages, sales climbed 12 percent in an otherwise flat market.

7.Introduction of CNG in Delhi New Delhi, capital of India, was being polluted at a very fast pace until Supreme Court of India forced a change to alternative fuels. In 2002, a directive was issued to completely adopt CNG in all public transport systems to curb pollution.