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• Introduction • Evolution • Definition • Benefits • Green Marketing Adaption • Green Marketing Mix • Challenges • Green ? • Green marketing strategies • Conclusion • The promotion of environmentally safe or beneficial products, green marketing began in Europe in the early 1980s when specific products were identified as being harmful to the earth’s atmosphere. • As a result, new “green” products were introduced that were less damaging to the environment. The concept caught on in the United States and has been gaining steadily ever since. • 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. According to Peattie (2001), the evolution of green marketing has three phases. First phase was termed as "Ecological" green marketing, and during this period all marketing activities were concerned to help environment problems and provide remedies for environmental problems. Second phase was "Environmental" green marketing and the focus shifted on clean technology that involved designing of innovative new products, which take care of pollution and waste issues. Third phase was "Sustainable" green marketing. It came into prominence in the late 1990s and early 2000. • Pride and Ferrell (1993) Green marketing, also alternatively known as environmental marketing and sustainable marketing, refers to an organizations efforts at designing, promoting, pricing and distributing products that will not harm the environment A sign of a good green marketing program is one that has strong links to local environmental groups and that achieves broad support among regional and national groups with an interest in promoting renewable power. Companies that develop new and improved products and services with environment inputs in mind give themselves access to new markets increase their profit sustainability and enjoy a competitive advantage over the companies which are not concerned for the environment. There are basically five reasons for which a marketer should go for the adoption of green marketing. They are – • Opportunities or competitive advantage • Corporate social responsibilities (CSR) • Government pressure • Competitive pressure • Cost or profit issues The 4 P's of green marketing are that of a conventional marketing but the challenge before marketers is to use 4 P's in an innovative manner. Product The ecological objectives in planning products are to reduce resource consumption and pollution and to increase conservation of scarce resources (Keller man, 1978). Price Price is a critical and important factor of green marketing mix. Most consumers will only be prepared to pay additional value if there is a perception of extra product value. This value may be improved performance, function, design, visual appeal, or taste. Green marketing should take all these facts into consideration while charging a premium price. The 4 P's of green marketing are that of a conventional marketing but the challenge before marketers is to use 4 P's in an innovative manner. Promotion There are three types of green advertising: * Ads that address a relationship between a product/service and the biophysical environment * Those that promote a green lifestyle by highlighting a product or service * Ads that present a corporate image of environmental responsibility Place The choice of where and when to make a product available will have significant impact on the customers. Very few customers will go out of their way to buy green products. G eneralise with care. R emember E xplore E nsure N eutrality is important. Green products require renewable and recyclable material, which is costly Requires a technology, which requires huge investment in R & D 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 LOGO It is of Greek origin, and its meaning is "light green semiprecious gemstone". The word is of Indian origin, from the Sanskrit term "veruliya". The beryl was considered a token of good luck. Green Marketing Strategies We are been greener at all stages: Manufacturing Transportation Product Use Recycling Facilities Green Marketing Strategies Manufacturing Material use: Beryl designs smaller, thinner, lighter products, we do more with less material. Manufacturing Beryl features a revolutionary unibody design, which replaces dozens of individual parts with a single piece of recyclable aluminum. Green Marketing Strategies `Toxic substance removal. Beryl designs smaller, thinner, lighter products, we do more with less material. Manufacturing Beryl features a revolutionary unibody design, which replaces dozens of individual parts with a single piece of recyclable aluminum. Green Marketing Strategies Smaller packaging. Efficient packaging design helps reduce the emissions produced during transportation. Transportation Green Marketing Strategies Energy use Beryl designs products to be energy efficient. In fact, every Beryl meets the strict low-power requirements of the ENERGY STAR specification. Energy Efficiency Lower power consumption reduces energy bills and lessens the environmental impact of greenhouse gas emissions from power plants. Green Marketing Strategies Power Management There are three ways to reduce a product’s energy consumption: Use more efficient power supplies, use components that require less power, and use power management software. . Energy Efficiency Green Marketing Strategies Product recyclability. Beryl approach to recycling begins in the design stage, where we create compact, efficient products that require less material to produce. Recyclability Longer-lasting products The built-in battery in Beryl is a perfect example. Other notebook batteries can be charged only 200 to 300 times. The Beryl battery can be charged up to 1000 times. And because this battery lasts up to five years, Beryl uses just one battery in about the same time a typical notebook uses three. That saves you money, produces less waste, and increases the lifespan of your Beryl. Green Marketing Strategies Highly recyclable products Beryl products are made of high-quality materials such as aluminum, polycarbonate, and glass, making them extremely valuable to recyclers. Recyclability Beryl recycling programs Beryl offers a free recycling program for old computers and displays with the purchase of any new Beryl. A free Beryl recycling program conducted through Beryl Retail Stores offers environmentally friendly disposal and 10 percent off the purchase of a new Beryl. And a free online recycling program takes back all Beryl models— regardless of manufacturer. Green Marketing Strategies Energy use Beryl reduces energy use in our facilities in a number of ways. We have installed energy-efficient lighting and added motion sensors for automatic shutoff, saving electricity. Facilities Our units operate entirely on renewable energy. And, of course, we use energy-efficient Beryl computers in all our facilities. Green Marketing Strategies Employee Commuter Programs Beryl provides its employees with alternatives to driving their own vehicles to work. Many employees take advantage of our public transportation incentives. Facilities And each day, Beryl employees ride our free biodiesel commuter coaches. Product Beryl Basic Beryl HT333 Offer Price Rs. 19990/- Rs. 24,990/- General Features : Intel Atom Processor 1.6 GHz Genuine Windows XP Home 10" TFT display with 1.3 megapixel web camera 3 USB ports 8 in 1 card reader 1 GB RAM 160 GB HDD no optical drive Weight 1.3 Kg Intel Atom Processor 1.6 GHz Genuine Windows XP Home 10" TFT display with 1.3 megapixel web camera 3 USB ports 8 in 1 card reader 2 GB RAM 320 GB HDD Weight 1.3 Kg Wi-Fi 802.11 b Warranty Status : 5 Year Onsite Manufacturer Warranty 5 Year Onsite Manufacturer Warranty Estimated Delivery Time : 10 Days 10 Days Product Beryl HT666 Beryl HT999 Offer Price Rs. 30990/- Rs. 36,990/- General Features : Intel(R) CoreTM2 Duo Processor T6400 (PENRYN) Genuine Windows Vista(R) Home Basic 2 GB RAM 160 GB SATA HDD LAPTOP LEATHER BAG Wi-Fi 802.11 ‘g’ and Bluetooth 14.1" (35.8 cms) WXGA TFT with webcam DVD Super multi drive eSATA Port HDMI Port 4 cell battery with up to 9 hours battery life Weight 2.2 Kg Intel(R) CoreTM2 Duo Processor T6400 (PENRYN) Genuine Windows Vista(R) Home Basic 4 GB RAM 320 GB SATA HDD LAPTOP LEATHER BAG Warranty Status : 5 Year Onsite Manufacturer Warranty 5 Year Onsite Manufacturer Warranty Estimated Delivery Time : 10 Days 10 Days Wi-Fi 802.11 ‘n’ Bluetooth 14.1" (35.8 cms) WXGA TFT with webcam DVD Super multi drive 9 in 1 Card Reader eSATA Port HDMI Port 6 cell battery with up to 11 hours battery life Weight 2.2 Kg Models Bag Features: The Generator Laptop Bag From Voltaic Systems Eco Factor: Solar Panels to power your laptop for extended periods of time (and just about any handheld electronic for that matter), but it's made from recycled PET bottles to boot. Recycled Polyester Its innovative energy storage system—storing up to 15 watts when fully charged Bags Bags Promotion: • TV and Print Media Online Marketing • Social Networking – twitter, facebook • Blogs & Word Press • Communities • Podcast/ Video casts – Digital media file sent over internet played in media player & PC’s. Ex. Ads on You tube or online videos • CRM Concepts – Chat bulletin boards, outgoing e-mail/ distributed email. • Sales promotion – contests(it requires skill) & Sweeptakes (involves only a pure chance of drawing for the winners), discount offers, exchange offers • Website – low cost alternative to paper brouchures or press releases sent in overnight mail; product information often updated in company databases; It can reach new prospects who are searching for particular product. • Online Events – sponsoring for online event like Greenathon by NDTV, Green Christmas Appeal on websites like www.bemoreeco.com Promotion: Internet Advertising Formats • Display/ Banner ads (Rectangular, skyscrapers, pop-ups, buttons) • Transition ads(Appear before content is downloaded) – Indian Railways Ticket process • Floater ads – flash and java is used • Sponsorships – Sponser ads on google and other sites. • E-mail Ads • Mobile ads 768 x 90 336 x 280 336 x 280 160 x 600 Place or Distribution: Beryl Outlets and service centers in all major cities in India. Authorized Services Centers Authorized Dealers