Green marketing is developing and selling environmentally friendly goods or services. It helps improve credibility, enter a new audience segment, and stand out among competitors as more and more people become environmentally conscious. The concept of green marketing is about highlighting a product or service's environmental benefits and illustrating how brands are changing their processes and practices to be more environmentally aware. For consumers, it means you might hear terms like ''eco-friendly,'' ''sustainable,'' ''organic,'' ''recyclable,'' or reducing a ''carbon footprint,'' among others. A carbon footprint is the environmental impact of an individual or a business.

1. What is Green Marketing?
Green marketing is developing and selling environmentally friendly goods or services. It
helps improve credibility, enter a new audience segment, and stand out among competitors as
more and more people become environmentally conscious.
Those products or services can either be environmentally friendly or produced in some
environment-friendly way, including:
1. Products produced or services provided in a sustainable fashion.
2. Products that don’t contain any toxic materials.
3. Products that are made from renewable or eco-friendly materials (for instance bamboo,
coconut bark, cotton, etc.).
4. Products whose manufacturing doesn’t exploit or harm the environmental resources.
5. Products that have eco-friendly packaging.
6. Products that are not tested on animals.
7. Products made from chemicals that have been approved.
8. Products that is reusable and bio-degradable.

2. The concept of green marketing is about highlighting a product or service's environmental
benefits and illustrating how brands are changing their processes and practices to be more
environmentally aware. For consumers, it means you might hear terms like ''eco-friendly,''
''sustainable,'' ''organic,'' ''recyclable,'' or reducing a ''carbon footprint,'' among others. A carbon
footprint is the environmental impact of an individual or a business.
What are the elements of green marketing?
The elements of Green Marketing include these points as mentioned below-
Promoting the environmental attributes of products;
Introducing new products specifically for those concerned with energy efficiency, waste reduction,
sustainability, and climate control, and
Redesigning existing products with an eye towards these same consumers
Benefits of green marketing
Following are the benefits of green marketing:
• stand out in the increasingly competitive environment;
• reduce the negative impact of production on the environment;
• save energy, reduce the use of natural resources and carbon footprint;
• produce recyclable products;
• improve your credibility;
• enter a new audience segment;
• ensure long-term growth;
• implement innovations;
• obtain a higher revenue.

3. Green Marketing Advantages
1. A company can enter new markets when it brings attention to positive environmental impact.
2. Gain more profit from green marketing
3. Green marketing brings a competitive advantage
4. Raise awareness on important environmental or social issues
5. it makes the company out the line, which help them to gain profit in a long time.
6. Green marketing brings a competitive advantage
Uses of Green Marketing:
Uses of Green Marketing by Corporate Houses in India Various Indian and Multi-National
Companies are manufacturing green products and are positively impacting the Indian green
marketing sector. Companies like.
Haier
Haier in its new green initiative has been focusing on eco branding. They have launched Eco life
series. Their products are also energy efficient and safe to the environment.
Samsung India
They are taking a lot of considerable efforts in the path of promoting and practicing green marketing
in the India. Their eco-friendly products like LED TV, Air conditioners does not use any harmful
chemicals like mercury and lead. Their products also claim to consume 40% less electricity.
SAIL
SAIL is one of largest producer of steel in India. SAIL is also engaged in green activities. SAIL in
various cities Rourkela and Bhillai has established green crematoriums that serves as a replacement
for funeral pyres that emits so much smoke and uses oxygen.

4. ITC Ltd
Indian Tobacco Company i.e., ITC uses a technology of bleaching that is ozone treated and free
from chlorine. This has impacted the environment positively. They have also adopted a Low Carbon
Growth Path and a Cleaner Environment Approach that is creating a better environment.
Wipro
Wipro the IT giant has produced a number of electronic gadgets under its green initiatives and have
undertaken a lot of measures.
Different Product of Green Marketing:
A green product is a sustainable product designed to minimize its environmental impacts during its
whole life-cycle and even after it’s of no use.
Green products are usually identified by having two basic goals – reducing waste and maximizing
resource efficiency. They are manufactured using toxic-free ingredients and environmentally-
friendly procedures and are certified by recognized organizations like Energy star, Forest
Stewardship Council, etc.

5. 1. Green Marketing model of Coca-Cola
They’re only available in Argentina at the moment, but any success will surely spread the
concept of Green Coke to the global marketplace. Marketed as Coca-Cola Life, the plastic bottles
are made from 30 percent plant-based plastic and they are fully recyclable. With its 108 calories
per 600 ml bottle, the drink itself sits somewhere between Diet Coke (0 calories) and classic
Coke (250 calories) thanks to its partial use of the sweetener stevia alongside sugar.
A massive change is in the design, too. Gone is the iconic red background carrying the white
script logo; it is replaced by a new green tone to drive home the environmental message they’re
trying to convey. It’s debatable how much the colour green signifies such issues anymore,
though. We still use green petrol pumps for our unleaded petrol, even though leaded petrol is no
longer available – and unleaded petrol is not exactly endorsed by Friends of the Earth. However,
Coke’s push for environmentally friendly packaging could have a huge impact on the already
troublesome amount of plastic littering the planet.
Fizzy Marketing

6. The biggest risk perceived by anyone who knows the history of Coke is a repeat of the 1985 New
Coke affair, which proved to be a watershed moment not only in Coca-Cola’s history, but in the
way changes are implemented (or foisted upon customers in this case). To summaries, the Coca-
Cola Company thought after 99 years of the same recipe it was time for a change to reflect
modern tastes. The public hated the decision and bombarded Coca-Cola offices with complaints
and boycotted the new product. In popular retellings, two details are often left out of the run-up
to the change. First, Coke had been losing market share for 15 years and so, the company
reasoned, some change was required to refresh the brand. Second, there was much research into
the new recipe, and the results of extensive blind tests had shown conclusively it was preferred
over the old.
So what went wrong? The fact Coke was 99 years old probably played a major role in the story.
It had survived two world wars and predated the admission of the state of Nebraska into the
USA, so there was a sense of public ownership of the drink (even though the recipe was secret
and the company private). That it wasn’t even allowed to reach the centenary rankled with some.
Overall it was seen as an example of meddlesome corporate sticking their fingers into American
culture for no particular reason.
Oddly enough, the protests started to get the company air time. Pressure groups were started with
names like “The Society for the Preservation of The Real Thing”. Protestors picketed the
company’s offices with placards which, to modern eyes, would look suspiciously like some kind
of viral marketing ploy initiated by the company itself: “We want the real thing”; “Our children
will never know refreshment”. Within a couple of months the Coca-Cola Company had got the
message and were producing their old-style cola, branded Classic Coke, which they sold
alongside New Coke, giving their customers a choice they probably would have appreciated in
the first place. New Coke hardly stood a chance, and it was discontinued soon after.
Made Of Ice
Coca Cola is at the changes again, though this time in keeping with the need to be
environmentally friendly. In Colombia, a supposedly green initiative is being tried by the
company – bottles made entirely of ice. Water is poured into silicone bottle-shaped moulds and

7. it’s frozen. The bottles aren’t sealed, though. They are sent to vendors empty and they fill them
with cola just as you’d get cola in a glass at a bar.
You do have to question the green credentials of a product that requires energy to keep it frozen.
In all likelihood (and judging by the almost identical coverage it’s getting over multiple news
outlets), it’s more of a PR and marketing exercise, although it does cut down on the need to use
the plastics which are clogging landfills across the globe.
New Packaging – Life

8. It’s impossible to understate the importance of making our bottled drinks greener. According to a
Culturist statistic, 30 billion plastic bottles go into landfills in the US alone, and three times as
much water is required to produce one bottle as the capacity of the bottle itself. Although much
plastic is now recyclable, it is generally not biodegradable, which means the stuff that goes into
landfill will still be recognizably bottle-like in hundreds of years, and fragments will survive for
thousands, putting potentially toxic chemicals into water supplies and getting into the food chain.
Of course, this isn’t just Coca-Cola’s fault – it’s a global problem, and like it or not, the ultimate
responsibility lies with the buying public. Given the choice, many of us will choose the greener
option, all other things being equal. The problem is all else is not equal. If Company A goes
green but you prefer the produce of their competitor Company B, you’re probably marginally
less likely to bother too much about Company B’s green credentials. The more scientists
research plastics, the more “natural” alternatives we find. Starches are a good place to start, but
all manner of proteins, cellulose, vegetable oils, triglycerides, and bacterial polyesters have been
found to contain the polymers essential to the production of plastics. Not only are they
biodegradable over short periods of time, they generally require much less energy to produce
than traditional plastics (much of which comes from oil) and their raw materials can often be
grown locally.
The Coca-Cola Company naturally has to tread a careful path between commercial viability and
fulfilling any green aims, so it makes sense to launch Life in a single market and maintain the
original product alongside it. Even if the beverage itself proves to be a flop, they’ll have gained
much experience in the production of these new greener bottles to go global with them – which
hopefully wouldn’t cause anything like the 1985 backlash.

9. Fig: - Green Marketing Advertisement of Coca
Cola
Coca-Cola is launching a marketing campaign that aims to remind people its bottles are
recyclable and encourage them to recycle.
The campaign, titled ‘Round in Circles’ and created by agency Recipe, will appear in print and
outdoor, with a focus on transport hubs. Launched to coincide with Recycle Now’s Recycle
Week, it will also see the Coca-Cola London Eye turned green.
The creative features a range of Coca-Cola brands and weaves information into circular artwork.
This is meant to demonstrate the company’s commitment to helping develop a circular economy.
Kris Robbens, marketing director at Coca-Cola Great Britain, says: “As well as taking action to
make our packaging as sustainable as possible, it’s important that we use our marketing and
communications to encourage more people to recycle our bottles after they have enjoyed the
drink. They are more likely to do this if they know they can be turned into new bottles again.
“Across all our brands we want to use more recycled material in all our packaging, however that
requires more of it to be collected so that it can be reused to make new bottles.”

10. The campaign is part of wider plans by Coca-Cola to improve the sustainability of its packaging
in a strategy first unveiled in 2017. Actions include ending the use of plastic shrink-wrap on its
multipack cans in favor of cardboard, changing its Sprite bottle from green to clear to make it
easier to recycle and moving its Glaceau Smart water brand to 100% recycled plastic.
Recycle now campaign manager, Craig Stephens, welcomes the marketing push from Coca-Cola,
claiming it shows the company is “committed to making a difference to our environment”.
“Coca-Cola has been at the forefront of the industry-wide discussion around the changes in the
way we design, produce, use, re-use, dispose and reprocess packaging. While finding the most
sustainable packaging solutions is a critical part of a circular model, recycling infrastructure and
behavior also need to be considered a priority,” he adds.
2. Patagonia
Patagonia is a great example of a brand that promotes green marketing without falling into the trap
of trying to convince customers that every aspect of their business is sustainable.
The retail brand clearly communicates with customers about the materials they use that still need
green alternatives and makes sure the rest of their products do use green materials.
In addition to their own business practices, Patagonia also donates millions of dollars to sustainable
agriculture programs, endangered species protection groups, coral reef restoration programs, and
initiatives that work to restore forests.
3.The Body Shop
Beauty brands are often under the microscope to create green and sustainable products as the
industry as a whole has a negative history of animal testing and chemical productions.
The Body Shop is a beauty brand that’s built its entire marketing strategy around its cruelty-free
testing and green efforts.
The company goes beyond non-animal tested products to address important actions surrounding
farmers’ rights, human rights, and women’s rights.
The Body Shop also raises awareness of important social issues like domestic violence. Besides that,

11. it is one of many working towards 100% renewable energy.
4.Starbucks
As one of the most recognizable brands in the United States with a large global impact, Starbucks
had been promoting sustainability and humane sourcing for their products since the early 2000s.
The company regularly donates millions to renewable energy development and other environmental
programs.
Starbucks also works to reduce waste in their packaging and products with disposable cups, plastic
elimination, and green packing materials.
They also work to create more sustainable practices that reduce water and power waste.