green marketing presentation
DESCRIPTION
For MBA studentsTRANSCRIPT
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Presentation By:-Anu Jindal
Roll no: 146M.B.A. 2nd sem.
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Green marketing
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What does Marketing mean toyour business.?
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Relationship……………?
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Image or Awareness………?
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New business opportunities………?
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Press or Public relations…….?
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Company Image……?
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Communication…..?
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To transfer the message…..?
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What is marketing.?
• Marketing is the application of a series of well tried logical disciplines to commercial
problems….. And a lot of hard work.
“Contrary to some beliefs it is not ‘razzle dazzle’ or divine inspiration”.
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What is Green Marketing?
Business Environment
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Meaning of Green marketing:-
• Green marketing consists of marketing efforts to produce, promote, and reclaim environmentally sensitive products.
• Thus green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising.
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Definition-
• According to the American Marketing Association:- “Green marketing is the marketing of products that are presumed to be environmentally safe.”
• Focus on reducing carbon emissions and its impact on climate change
• Part of wider green word including recycling, organic, ethical consumers.
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G.M.Components:-Education-Internal-ExternalMarketing-Internal-ExternalOutreach-Innovation-Conservation
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External Marketing:-
• Booklets,• brochures• WCIgreen.com web site• Demonstration homes• Consumer
awareness coloumn
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External marketing
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Internal Marketing-
• Posters, pins, etc.• Quarterly news/letter• Employee Expo
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Education :- Internal
All employees:-
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Education:- External
• Green demonstration centers
• Sales staff as front line educators
• Brochures and quarterly news/letters
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Education-partners
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Communicate the Problem!
Tell them the environmental realities:-· Air & water pollution· Use of non-renewable resources· Loss of community
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Message is everywhere:-
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Part of this message are…………..
• Sustainability and profitability go hand-in-hand
• Good corporate citizenship improves relationships with key constituencies
• Helps recruit, motivate and retain employees• Increasingly connected to improving bottom
lines and shareholder value
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Risk of Greenwash: Reputational damage
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Challenges and threats to brands
• -If you don’t do green someone else will• -markets see significant and rapid consumer
shifts• -comparative shopping from low emission
consumers• -abstaining and reducing purchase altogether• -personal carbon credit limits• -activist bloggs/ PR attack on high carbon
brands
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Challenge -• a fundamental shift in consumer.• expectations and attitudes towards consumerism?• are consumers on the verge of redefining and
questioning the basis of Consumerism ?
• people don’t want to stop consuming but want to find ways that don’t harm the environment.
• lets construct a consumer society that accommodates less waste and lower emissions ?
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Recommendations for G.M.
•Establish a mindset – View your organization’s ability to address climate change as an opportunity, not a sacrifice
•Be a part of the solution – Set realistic short and long-term goals to address the issue of climate change and define a course to achieve
them•Be bold, be transparent – Demonstrate your commitment by being straightforward and open about your goals and share your progress
with all stakeholders (employees, customers, investors, the media) •Use your approach as a competitive advantage – As more consumers and investors look to do business with “green”
organizations, identify everything is doing to address climate.
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Conclusions:-
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Thanks