Green Marketing: Way to Green Economy -Dr. Veena Tewari

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Information about Green Marketing: Way to Green Economy -Dr. Veena Tewari
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Published on March 4, 2014

Author: TIIKMConferences

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PowerPoint Presentation: Hosted by: Conference partners: Green Marketing A WAY TO GREEN ECONOMY Dr. Veena Tewari Nandi Green Marketing A WAY TO GREEN ECONOMY: Green Marketing A WAY TO GREEN ECONOMY Dr. Veena Tewari Nandi Majan College (University College) Muscat, Sultanante of Oman Motivation A green economy is part of the broader concept of sustainable development but does not replace it, it simply offers a bridge towards development that is sustainable. We know that our planet is under unprecedented stress at the moment and that the patterns of production and consumption that we have been using are no longer sustainable. To maintain the levels which we have at present we would need another earth! Efforts have been made to reverse trends that have near depleted the earth’s resources, but it may already be too late and a way forward is not clear. The Rio+20 has given a sense of action, implementation and at least a roadmap for future direction. In the past market failed in terms of related products to environmental and climate protection because of external costs, high future commercial rates and associated high initial costs for research, development. Marketing of green energy sources and green products prevents firms from being voluntarily interested in reducing environment-unfriendly activities, the green economy may need government subsidies as market incentives to motivate firms to invest and produce green products and services. :  Motivation A green economy is part of the broader concept of sustainable development but does not replace it, it simply offers a bridge towards development that is sustainable. We know that our planet is under unprecedented stress at the moment and that the patterns of production and consumption that we have been using are no longer sustainable. To maintain the levels which we have at present we would need another earth! Efforts have been made to reverse trends that have near depleted the earth’s resources, but it may already be too late and a way forward is not clear. The Rio+20 has given a sense of action, implementation and at least a roadmap for future direction. In the past market failed in terms of related products to environmental and climate protection because of external costs, high future commercial rates and associated high initial costs for research, development. Marketing of green energy sources and green products prevents firms from being voluntarily interested in reducing environment-unfriendly activities, the green economy may need government subsidies as market incentives to motivate firms to invest and produce green products and services. PowerPoint Presentation: This talk will cover: The introduction of the terms and concepts of green marketing ; Will briefly discuss why going green is important; Examine some of the reason that organizations are adopting a green marketing philosophy; Mention some of the problems with green marketing and Will also examine how green marketing can be helpful for green economics. 3P’s……not much!!!!!!!!!!!!!!!!!: 3P’s……not much!!!!!!!!!!!!!!!!! 6 ICOM 2014 Dr. Veena Tewari PowerPoint Presentation: A green economy exhibits the following characteristics : 1) An energy infrastructure with zero carbon emissions that is powered 100 percent by renewable energy — made possible through a combination of proven, renewable energy technologies; breakthrough cleantech solutions; as well as enabling regulation and carbon markets . 2) The water, waste and wastewater infrastructure is based on long-term sustainability . 3) The preservation and protection of the world’s ecosystems , biological diversity and forests in partnership with indigenous peoples and all relevant stakeholders through the creation of sustainable governance models, markets and business models for delivering, maintaining and paying for ecosystem services . 4) sustained and successful adaption to climate change at a local, regional and global level. PowerPoint Presentation: In the same way, The United Nations Environment Programme has identified three characteristics of the green economy: Low carbon Resource efficient Socially inclusive PowerPoint Presentation: How to go about the same: The main idea behind green marketing has been re-marketing of products that are already manufactured, which adhere to certain environmental guidelines. There has been a huge hue and cry from various environmental organizations about the damage caused to the planet by large scale production industries, and the inappropriate disposal methods they use. Having looked into these accusations, the government has imposed different agreements and guidelines on production units. Some business organizations have used it to their advantage, by openly campaigning for the cause, hence gaining the support of customers. However, some critics claim that this is just an advertising stunt to promote business, and that no real steps have been taken towards the cause. Steps…..: Steps….. ICOM 2014 Dr. Veena Tewari 10 PowerPoint Presentation: Myth: Unfortunately , a majority of people believe that green marketing refers solely to the promotion or advertising of products with environmental characteristics. Terms like Phosphate Free, Recyclable, Refillable, Ozone Friendly, and Environmentally Friendly are some of the things consumers most often associate with green marketing. While these terms are green marketing claims, in general green marketing is a much broader concept, one that can be applied to consumer goods, industrial goods and even services. For example, around the world there are resorts that are beginning to promote themselves as " ecotourist " facilities, i.e., facilities that "specialize" in experiencing nature or operating in a fashion that minimizes their environmental impact [May 1991, Ingram and Durst 1989, Troumbis 1991]. PowerPoint Presentation: This early definition of Green Marketing has three key components: 1) It is a subset of the overall marketing activity; 2) It examines both the positive and negative activities; and 3) A narrow range of environmental issues are examined. PowerPoint Presentation: Sustainable Advantage for the industry PowerPoint Presentation: Why the businesses started using green marketing: As per the literature available, there are several suggested reasons for firms increased use of Green Marketing. Five possible reasons cited are: 1) Organizations perceive environmental marketing to be an opportunity that can be used to achieve its objectives [Keller 1987, Shearer 1990]; 2) Organizations believe they have a moral obligation to be more socially responsible [Davis 1992, Freeman and Liedtka 1991, Keller 1987, McIntosh 1990, Shearer 1990]; 3) Governmental bodies are forcing firms to become more responsible [NAAG 1990]; 4) Competitors ' environmental activities pressure firms to change their environmental marketing activities [NAAG 1990]; and Cost factors associated with waste disposal, or reductions in material usage forces firms to modify their behavior [ Azzone and Manzini 1994]. PowerPoint Presentation: Future: Many firms are beginning to realize that they are members of the wider community and therefore must behave in an environmentally responsible fashion. This translates into firms that believe they must achieve environmental objectives as well as profit related objectives. This results in environmental issues being integrated into the firm's corporate culture. Firms in this situation can take two perspectives; 1) they can use the fact that they are environmentally responsible as a marketing tool; or 2) they can become responsible without promoting this fact . There are examples of firms adopting both strategies. Organizations like the Body Shop heavily promote the fact that they are environmentally responsible. While this behavior is a competitive advantage, the firm was established specifically to offer consumers environmentally responsible alternatives to conventional cosmetic products. This philosophy is directly tied to the overall corporate culture, rather than simply being a competitive tool. Call of the day………: Call of the day……… 16 ICOM 2014 Dr. Veena Tewari ECOLOGICAL MARKETING STRATEGIES UNDER GREEN MARKETING: Way to the Greener Economy : ECOLOGICAL MARKETING STRATEGIES UNDER GREEN MARKETING : Way to the Greener Economy PowerPoint Presentation: 1) BE TRUE TO YOUR BRAND 2) TARGET MICRO-SEGMENTS 3) TURN LOYALISTS INTO INFLUENCERS Are they really different or difficult? Is it Unimaginable???????????: Is it Unimaginable??????????? ICOM 2014 Dr. Veena Tewari 19 PowerPoint Presentation: 20 ICOM 2014 Dr. Veena Tewari PowerPoint Presentation: Reflection: The green economy is simply a transformation of the current economy with an eye to sustainable development. In essence it’s an alternative way of thinking about growth and development. In traditional economic growth models, GDP is the primary measure of success. Unfortunately, by focusing solely on the ability of humans to produce and consumer goods, significant damage is done to the quality of life for both humans and other creatures of the planet. In this economic system, poverty is rampant, and the gap between rich and poor grows every year. Not only that, but the natural wealth of the planet is consistently and significantly reduced. PowerPoint Presentation: 22 ICOM 2014 Dr. Veena Tewari PowerPoint Presentation: We are witnessing the birth of a new economic model—a triple-bottom-line model that puts social equity and environmental restoration on an equal footing with financial sustainability (profit). This nature-friendly economic model will steadily replace the old profit-centric model as the impacts of environmental destruction and inequality become impossible to ignore. The new economic model sees and based on sharing as the new buying. This new economic model undermines the old myth that saving the environment will destroy jobs and slow economic growth. The data are showing us that the eco-enterprise model—making money by saving resources rather than destroying them—creates more and better jobs than the old model. PowerPoint Presentation: For bigger profits….. PowerPoint Presentation: So……….. It is all of us realizing that while our imaginations are limitless, so too can be our appetites. The planet that sustains us, abundant as it is, has limited resources that we will deplete if we continue to consume them faster than they can regenerate. We need to take that awareness as our guiding principle, as we move gracefully towards an emergent goal of quality, rather than quantity, of prosperity redefined as an abundance of connection rather than accumulation, in the direction of the limitlessness of our imaginations rather than our appetites. The Green Economy can be rich and full and delicious and fun, as long as we keep in mind the fact that we are, all of us, traveling on a great big Spaceship Earth that is subject to laws of nature that must be respected and obeyed. And finally its in our hands, not to make " A GREEN ECONOMY" a long distant dream, which is based on "GREEN MARKETING". PowerPoint Presentation: 26 ICOM 2014 Dr. Veena Tewari Thanks!!!!!!!!!!!!!!: Thanks!!!!!!!!!!!!!! Let’s be a GREEN CITIZEN veenatewari@yahoo.com

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