Need for green marketing due to increased consumer awareness and demand for ecological/environment friendly products and sustainable business activities.Pressure from environmental groupsChallenges Variability of demand, high pricesDeveloped/mature markets for green products NA, West Europe, SE Asia, AustraliaMarketing Strategy Internationalisation or selective/target marketingInternationalisation Eco-minded transnational consumer needed.Significant entry barriers with regards to stringent or specific regulationsStages of marketing

1st stage assessing conditionsRegulations and demand the key parameters2nd stage assessing competitive conditionsSize of market and intensity of competition3rd stage evaluation of target markets based on 4p approach

History Origin The Brundtland report....termed the common future October 1987 by Norwegian PM Gro Brundtland. Defined the term sustainable development for the first timeFalse approaches labelled green marketing1. Green spinning public relations and publicity play major role in marketing. Common for companies in industries like oil, chemicals, pharma..2. Green selling identification of environmental features in existing products3. Green harvesting cost reduction, profitability main motives for green marketing. A typical financial orientation.4. Enviropreneur marketing5. Compliance marketingChallenges -1. Redefining the product2. Changing the market3. Makting comm. That aims to inform rather than impress4. Long run process, full use of resources needed