Green marketing is emerging concept

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Green marketing is an emerging concept that proposes marketing of products and services based on environmental awareness. Organizations that are involved in green marketing look at the entire process of supply chain and practice the principles of green marketing i.e. environmental friendly production, packaging, distribution, etc. I think the green marketing concept is critical for Procter & Gamble, because they have been practicing it for many years. In order to strengthen their position in the market they need to align with the green concept. There are two vital reasons for them to pursue green business practices. 1. P&G is a recognized and verified as sustainability leader in in body care industry by the consumers, suppliers, and other stakeholders. Â P&G has been pursuing programs to address environmental issues and trying to contribute to societal progress for many years. By incorporating sustainability into its strategy, the company has permanently changed its image and it is their responsibility now to carry out the initiated programs. In order to strengthen their position, the green strategy must include product development, product life cycles, manufacturing policies, and supply chain management. Â Apart from strong business strategy, the P&G must have organizational systems, climate, and orientation of internal & external stakeholders aligned to the sustainable practices. With its product category of beauty, home care, etc. the P&G must target customers who are concerned about the environmental sustainability and who value green products. which green strategy makes the most sense for P&G? Which "green" consumer segment(s) would that strategy aim to serve?

Reference no: EM132298372

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