Green marketing

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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. Yet defining green marketing is not a simple task. Other similar terms used are Environmental Marketing and Ecological Marketing.

[edit] History

The term green marketing came into prominence in the late 1980s and early 1990s. The American Marketing Association (AMA) held the first workshop on "Ecological Marketing" in 1975. The proceedings of this workshop resulted in one of the first books on green marketing entitled "Ecological Marketing" [Henion and Kinnear 1976a]. A recent survey discovered that 94 percent of all consumers prefer to do business with companies that demonstrate that they care about the environment. Almost 80 percent said they would pay more for environmentally friendly products [1].

According to Jacquelyn A. Ottman ,( author of Green Marketing: Opportunity for Innovation) from an organizational standpoint, environmental considerations should be integrated into all aspects of marketing — new product development and communications and all points in between. The holistic nature of green also suggests that besides suppliers and retailers new stakeholders be enlisted, including educators, members of the community, regulators, and NGOs. Environmental issues should be balanced with primary customer needs.

[edit] Green marketing cases

1.Philips Light's "Marathon".
Philips Lighting's first shot at marketing a standalone compact fluorescent light (CFL) bulb , Earth Light , at $15 each versus 75 cents for incandescent bulbs.Sadly it couldn't climb out of its deep green niche. The company brilliantly 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.

2.Car sharing services
Car-sharing services addresses the longer-term solutions to consumer needs for better fuel savings and fewer traffic tie-ups and parking nightmares (not to mention more open space and reduction of greenhouse gases) .They may be thought of as a "time-sharing" system for cars. Consumers who drive less than 7,500 miles a year and don't need a car for work can save thousands of dollars annually by joining one of the many services springing up , including ZipCar (East Coast), Flex Car (Washington State), and Hour Car (Twin Cities).

3.Introduction of CNG in Delhi
New Delhi,the India's capital was getting polluted gradually at a very fast pace till Supreme Court of India forced a change of fuel on it.In 2002 , a directive was issued to completely adopt CNG in all public transport systems to curb pollution.[2]

[edit] External links

• Guides for the use of Environmental Marketing Claims
• Buzzmarketing: Get People To Talk About Your Stuff, Mark Hughes (Penguin/Portfolio) Website
• "Signing op for Buzzmarketing" Sign up to test green products and spread via the "Buzz"