OBJECTIVES OF CASE STUDY

EXPLAIN THE CONCEPT OF GREEN MARKETING ROLE OF CONSUMER EDUCATION ROLE OF RETAILERS ROLE OF COMPANIES

WHAT IS GREEN MAKETING.????

According to the American Marketing Association, green marketing is the marketing of products that are presumed to be environmentally safe

Thus green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising.

GREEN MARKETING MIX

Product  A producer should offer ecological products  Must not contaminate the environment  Liquidate existing environmental damages. Price  Prices for such products may be a little higher than conventional alternatives.  For example LOHAS Place  A distribution logistics is of crucial importance  Focus is on ecological packaging. Promotion  A communication with the market should put stress on environmental aspects.

CONSUMERS

VISIONAR Y GREENS

HARD CORE BROWNS

MAY BE GREENS

 VISIONARY GREENS BUYING BEHAVIOR ARE ECOLOGICALLY ORIENTED (5-15% OF POPULATION)  HARD CORE BROWNS ARE ANTI-ENVIRONMENTALIST (15-30% OF POPULATION)  MAY BE GREENS ARE LARGE SWINGING GROUP (55-80% OF POPULATION)

HOT ISSUES
AMERICANS NAME HAZARDOUS WASTE AS THE MOST IMPORTANT ENVIROMENTAL ISSUE 6 5 4 3 2 1 0 Series 1 Series 2

Local Market Research

conducted by American Lives, 2002

Approximately 50% of respondents would pay $25-$124 or more for green product

CONSUMER EDUCATION

Building Materials Database

The Materials Database lists products, local suppliers and service providers that correspond with guidelines developed by the Alameda County Waste Management Authority.*

Searching the Database

There are three ways to search the Green Resource Database. Choose from one of the options shown below:

Search by Category
Choose a Category Select Category

Search By Product
Enter the Name of a Product Enter text [Search]

Search by Alameda County Green Measures

Construction Type Select Type

To Learn more about Green Building Guidelines, click here.

*Listing in this database should not be construed as a recommendation or endorsement by the Alameda County Waste Management Authority or the Alameda County Source Reduction and Recycling Board, which is providing the information as a public service to promote the use of sustainable building materials and reduce the amount of materials landfilled.

ROLE OF RETAILERS IN GREEN MARKETING

Being genuine means that that you are actually doing what you claim to be doing in your green marketing Educating your customers isn't just a matter of letting people know you're doing whatever you're doing to protect the environment, but also a matter of letting them know why it matters. Giving your customers an opportunity to participate means personalizing the benefits of your environmentally friendly actions, normally through letting the customer take part in positive environmental action

MATCH YOUR WORDS AND DEEDS 13% AMERICANS BELIEVE COMPANIES ARE TRUSTWORTHY SOURCES OF INFORMATION ABOUT ENVIROMENTAL MATTERS ONLY 11% TRUST COMPANIES THAT THEY DO RIGHT WHEN IT COMES ON ENVIROMENT

LOHAS
LOHAS stands for Lifestyles of Health and Sustainability The five LOHAS segments as defined by NMI include: LOHAS: Active environmental stewards dedicated to personal and planetary health. These are the heaviest purchasers of green and socially responsible products and the early adapters who influence others heavily. Naturalites: Motivated primarily by personal health considerations. They tend to purchase more LOHAS consumable products vs. durable items. Drifters: While their intentions may be good, DRIFTERS follow trends when it is easy and affordable. They are currently quite engaged in green purchasing behaviors. Conventionals: Pragmatists who embrace LOHAS behavior when they believe they can make a difference, but are primarily focused on being very careful with their resources and doing the right thing because it will save them money. Unconcerned: Either unaware or unconcerned about the environment and societal issues mainly because they do not have the time or the means .

GLOBAL COMPANIES DOING GREEN MARKETING

COMPANIES TELLING WORLD THAT THEY ARE ECOLOGICAL

CONCLUSION

GREEN MARKETING INFLUENCE THE BUYING OF CONSUMER COMPANIES ARE FOCUSING TO EDUCATE CONSUMER AND FOCUS ON GREEN PRODUCTS

THANK YOU..

BY:PRIYANKA SHEE RAJNI PATHAK ANSHUL GUPTA RAKTIM RAHA SHREY SHARMA