PAPERmaking! FROM THE PUBLISHERS OF PAPER TECHNOLOGY Volume 2, Number 1, 2016
company has implemented rain water harvesting to recharge the aquifers. Also, recyclable packing for bought out components is being actively promoted. The company has been facilitating implementation of Environment Management System (EMS) at its suppliers' end. Regular training programs are conducted for all the suppliers on EMS. Surveys are conducted to assess the vendors who need more guidance. The systems and the environmental performance of suppliers are audited. The green co- efficient of this system is much better than the conventional system. Important rules of green marketing Marketers should grow their green marketing plan. How they can create new opportunities for selling their products and face threats of competitors in the market. The marketing firm should know its strong and weak points also. Make plans how the firm can make its customers ’ lives better and how it can differentiate its offering from competitors. The firm should provide assurance to customers that they are safe and the environment should be kept in mind in all aspects from production to supply of products [20,21]. The firms should do the right thing and reassure customers that they are doing the right things: they are making a good quality of product and service by hard working and caring. Firms should consider people, profit and planet while taking marketing decisions if a firm wants to supply a green product to customers. First of all it needs to decide that the consumer is aware about the issues the product attempts to address. The product should have some value added benefits. The firms should make sure that customers feel delight when they use the particular product and it is different from other alternative products existing in the market. Firms should consider pricing policies also, if they are charging more than competitors. Then make sure that product cost is more due to use of higher quality ingredients and economies of scale. Always continue efforts to improve over existing products and adopt new types of Eco-products to do a great job of winning the trust of consumers; it means that the producer should not only concentrate on functional benefits but they should also think what they are making. Their products and services are green or not; if not then how they can make products green and whom they are working with. To capture advantages and opportunities that green marketing represents to engage customers on an emotional level. Conclusion Green marketing should not neglect the economic aspect of marketing. Marketers need to understand the implications of green marketing. If we think customers are not concerned about environmental issues or will not pay a premium for products that are more eco- responsible, think again. We must find an opportunity to enhance our product's performance and strengthen our customer's loyalty and command a higher price. Nowadays, green marketing has become necessary to save the world from environmental pollution. From the marketing point of view, a good marketer will not only satisfy the consumer needs but also produce and supply products according to the choice of the consumers. But the business firm should know the benefits of selling green products [22]. Consumers are also ready to pay more to maintain a greener and cleaner surroundings. Consumers are also aware about initiatives taken by corporations about the attributes and use of products; that’s why they demand green products. Making green produ cts has to be achieved throughout the complete supply chain. The firms should work constantly to find the green material and methods of making green finished products which are commercially viable.
Page 5 of 6
Article 9 – Marketing (Green Concepts)
Made with FlippingBook Digital Publishing Software