Global warming, global green house effects etc have given the corporate a new range of products to attract customers. They term these new range of products as “Eco – Friendly” products or “Green Products” or “Environmental Product”.

Although no consumer product has a zero impact on environment. But these Green products are having minimal effect on environment and the surrounding we live in.

Green Marketing must define two objectives first is to improve environmental quality and Customer Satisfaction. The green product must have better environmental quality then the products we use normally. If it is not giving any thing better to environment then it can’t be termed as green product. In the same view point green products must give better customer satisfaction.  It is very obvious that marketers may forget any of the two as they most of the time concentrate only on U.S.P of there product i.e. “Green Product”

First point concentrates on technical part of the product. Whereas second point i.e. consumer satisfaction has to be taken most care off, because that is for what marketing division has been set up for.

Green products can be successfully marketed by following three important principles: “The Three Cs” of consumer value positioning, calibration of consumer knowledge, and credibility of product claims. The marketing of successfully established green products showcases non-green consumer value, and also exhibit few desirable benefits commonly associated with green products: Efficiency and cost effectiveness; health and safety; performance; symbolism and status; convenience.

Efficiency and Cost effectiveness: CFL Bulbs can explain this benefit of Green Products. These products are having better potential energy and resource efficiency. Energy star products are other examples of Efficiency and cost effective.

Health and Safety: Increased awareness has raised the concerns of exposure of toxic chemicals, hormones, or drugs to body, especially among vulnerable consumers, such as pregnant women, children, and the elderly. As most Green products are designed and made to minimize this effect, carefully done market positioning can appeal to large number of customers.

Symbolism and Status: To appeal young people, conservation and green consumption need the unsolicited endorsement of high-profile celebrities.  For e.g. Toyota’s Prius hybrid supporting its concerns environment. Print Advertisements done by wall – mart and coca-cola.