Green Marketing

Green Marketing is the marketing of "environmentally friendly" products; marketing which takes into account environmental issues such as wastefulness of the earth's resources, pollution, the release of toxins into the atmosphere, etc. Green marketing comes from products and services which are developed using "Green Technology" which focus on efficient power consumption, recyclable/reusable packaging, recycling offers for older equipment, use of non-toxic materials, or making investments in future green concepts such as alternative materials.

This concept is yet in nascent stage as very few products are really green in India. However Aware consumers have started seeking for products and services across green platforms . If they are not seeking at least they are giving preference to products and services marketed through this platform, vis-a-vis there counterparts. Heavyweight brands like Nokia, LG, Samsung and Haier et al, have rolled out products that are positioned on environment friendly platform. It is the first time that environment as a brand strategy has evolved in the Indian consumer electronics industry.

Till now, electronic brands had either used lifestyle, technology or health positioning in India. Product features are becoming similar and efforts to drive emotional USP with brand ambassadors is getting cluttered, an environment platform helps attract the top end of the market.

For starters, Nokia has just unveiled Nokia 3110 Evolve, a mobile phone with bio-covers made from over 50% renewable material, 60% recycled content in packaging and comes with energy-efficient chargers. Nokia has also made all its products completely PVC-free.

Due to changes made in the process and material of products, Nokia claims its chargers save 90% more energy, 65-80 % of the phone components are recyclable and they use 50% less packing material. So its true that there are business benefits as well in being environmentally responsible.

Globally, Nokia has developed a new concept phone made almost entirely of recycled material, named Remade. The Remade handset is made of aluminium cans, plastic bottles and old car tyres.

Coming to LG, it has decided all its newer products will be environment-compliant . "This includes forthcoming launches like refrigerators, washing machines and AC. Currently, all our products use around 90% eco-friendly materials , which will become 100% by the end of 2008,” says LG Electronics India MD Moon Bum Shin. Samsung, Haier, Motorola and many others have products lined up under similar platforms.

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