AN ASSIGNMENT
ENVIRONMENT OF BUSINESS
MBA PROGRAMME
BATCH : 2015 2017
Prepared by :-
FRENKI CHAUHAN
ROLL NO : 35 ( GIA)
MBA SEM : 2nd
Guided by :-
DR. [Link]
Submitted to : -
DEPARTMENT OF BUSINESS ADMINISTRATION
MAHARAJA KRISHNAKUMARSINHJI BHAVNAGAR UNIVERSITY
BHAVNAGAR
What is green marketing?
While different agencies and organizations offer various definitions of green
marketing (sometimes
called environmental marketing, or eco marketing), they generally agree that it is
the marketing of products and companies that promote the environment in some
substantial way. Some definitions look for environmentally safe or
sustainable production, while others seek to reduce a companys carbon
footprint.
Examples of green advertising claims?
biodegradable
compostable
recyclable/recycled
environmentally safe
ozone friendly
Green Opportunities
use recycled materials in product production use green energy (such as wind and
geothermal)
reduce production waste (in both energy and materials)use eco-friendly
methods, including sustainable and organic agriculturebuy/sell locally, reducing
transportation energyreduce product packagingmake products reusable and
recyclable
The green marketing mix
A model green marketing mix contains four "P's":
Product:
A producer should offer ecological products which not only must not
contaminate
the environment but should protect it and even liquidate existing environmental
damages.
Price:
Prices for such products may be a little higher than conventional alternatives.
But target
groups like for example LOHAS are willing to pay extra for green products.
Place:
A distribution logistics is of crucial importance; main focus is on ecological
packaging. Marketing local and seasonal products e.g. vegetables from regional
farms is more easy to be marketed green than products imported.
Promotion:
A communication with the market should put stress on environmental aspects,
for example that the company possesses a CP certificate or is ISO 14000
certified. This may be publicized to improve a firms [Link], the fact
that a company spends expenditures on environmental protection should be
advertised. Third, sponsoring the natural environment is also very important. And
last but not least, ecological products will probably require special sales
promotions.[citation needed]
Additional social marketing "P's" that are used in this process arePublics:
Effective Social Marketing knows its audience, and can appeal to multiple groups
of people. "Public" is the external and internal groups involved in the program.
External publics include the target audience, secondary audiences, policymakers,
and gatekeepers, while the internal publics are those who are involved in some
way
with either approval or implementation of the [Link]: Most social
change issues, including "green" initiatives, are too complex for one person or
group to handle. Associating with other groups and initiatives to team up
strengthens the chance of [Link]: Social marketing programs can do well
in motivating individual behavior change, but that is difficult to sustain unless
the environment they're in supports that change for the long run. Often, policy
change is needed, and media advocacy programs can be an effective
complement to a social marketing program.
Purse Strings: How much will this strategic effort cost? Who is
funding the effort?[27]
The level of greeningstrategic, quasi-strategic, or tacticaldictates what
activities should be undertaken by a company. Strategic greening in one area
may or may not be leveraged
effectively in others. A firm could make substantial changes in production
processes but opt not to leverage them by positioning itself as an environmental
leader. So although strategic greening is
not necessarily strategically integrated into all marketing activities, it is
nevertheless strategic in the product area.[28]
Greenhouse gas reduction market
The emerging greenhouse gas reduction market can potentially catalyze projects
with important local environmental, economic, and quality-of-life benefits. The
Kyoto Protocols Clean Development Mechanism (CDM), for example, enables
trading between industrial and developing nations, providing a framework that
can result in capital flows to environmentally beneficial development activities.
Although the United States is not participating in the Kyoto Protocol, several US
programs enable similar transactions on a voluntary and regulatory basis.[1]
While international trade in greenhouse gas[13] reductions holds substantial
promise as a source of new funding for sustainabledevelopment, this market can
be largely inaccessible to many smaller-scale projects, remote communities, and
least developed localities. To facilitate participation and broaden the benefits,
several barriers must be overcome, including: a lack of market awareness among
stakeholders and prospective participants; specialized, somewhat complicated
participation rules; and the need for simplified participation mechanisms for
small projects, without which transaction costs can overwhelm the financial
benefits of participation. If the barriers are adequately addressed, greenhouse
gas trading can play an important role supporting activities that benefit peoples
lives and the environme