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Green Marketing

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.

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Green Marketing

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  1. 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.

  2. Introduction of Green Marketing Began in Europe in the early 1980s when certain products were identified as being harmful to the earths atmosphere. As a result, new “green” products were introduced that were less damaging to the environment. As today's consumers become more conscious of the natural environment, businesses are beginning to modify their own thoughts and behavior in an attempt to address the concerns of consumers.

  3. Evolution of Green Marketing Green marketing has three phases:

  4. Why go Green? Companies that develop new and improved products and services with environment inputs in mind give themselves access • To new markets • Increase their profits sustainability • Enjoy competitive advantages over the companies which are not concerned for the environment

  5. Adaption of Green Marketing There are five reasons for which a marketer should go for the adoption of green marketing: • Opportunities or competitive advantages • Corporate social responsibilities (CSR) • Government pressure • Competitive pressure • Cost or profit issues

  6. Green Code Generalize with care. Remember Explore Ensure Neutrality is important.

  7. Challenges of Green Marketing • Green products require renewable and recyclable material, which is costly. • Requires technology, which requires huge investment in research and development. • Water treatment technology, which is too costly. • Majority of the people are not aware of green products and their uses. • Majority of the consumers are not willing to pay a premium for green products.

  8. For those who would like to go beyond the normal green lifestyle (eating, recycling, electricity/technology) there is a way to keep your house clean while still being “green”. In 2008, Clorox came with a new cleaning line called “green works”. These products state that they are 100% green in everything; starting with the recycled bottles to the ingredients used in the cleaning supplies.

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