Green Evs Final

8/3/2019 Green Evs Final

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ACKNOWLEDGEMENTI take this opportunity to thank all those related

directly or indirectly for the completion of this dissertation

successfully. I am grateful toMRS.Anantlaxmi, Lecturer

(RGIT), who has been very helpful and supportive whenever I

approached him throughout the project.

I am also thankful to all shop-owners, managers of

various companies and my friends for their kind co-operation

throughout the work.

Roll No. Name524 Nikhil Patil.

535 Kunal Mestry.

540 Nikhil Tembkar.

541 Vishal Shelke

543 Harshad Vanjara


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PREFACE

Although environmental issues influence all human activities, few academicdisciplines have integrated green issues into their literature. This is especially

true of marketing. As society becomes more concerned with the natural

environment, businesses have begun to modify their behavior in an attempt to

address society's "new" concerns. Some businesses have been quick to accept

concepts like environmental management systems and waste minimization, and

have integrated environmental issues into all organizational activities. Some

evidence of this is the development of journals such as "Business Strategy and

the Environment" and "Greener Management International," which arespecifically designed to disseminate research relating to business'

environmental behavior.

One business area where environmental issues have received a great deal

of discussion in the popular and professional press is marketing. Terms like

"Green Marketing" and "Environmental Marketing" appear frequently in the

popular press. Many governments around the world have become so concerned

about green marketing activities that they have attempted to regulate them.

For example, in the United States (US) the Federal Trade Commission and theNational Association of Attorneys-General have developed extensive documents

examining green marketing issues. While some literature does exist, it comes

from divergent perspectives.

This report will attempt to:

Introduce the terms and concepts of green marketing; Briefly discuss why going green is important; Examine some of the reason that organizations are adopting a green

marketing philosophy; and

Find out ways to improve consumer appeal for environmentally preferableproducts through different marketing strategies.


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TABLE OF CONTENTS

SR NO INDEX

1. INTRODUCTION2. OBJECTIVES

3. METHODOLOGY

4. REVIEW OF LITERATURE

5. OBSERVATION

6. DISCUSSION

7. CONCLUSION


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1. Introduction

Green marketing refers to the marketing ofproducts and services considered

environmentally friendly that make their

marketers environmentally responsible. The

advent of green marketing was due to consumer

demands

The term Green Marketing came into prominence

in the late 1980s and early 1990s. The AmericanMarketing Association (AMA) held the first workshop on "Ecological Marketing"

in 1975. The proceedings of this workshop resulted in one of the first books on

green marketing entitled "Ecological Marketing".

The first wave of Green Marketing occurred in the 1980s. Corporate Social

Responsibility (CSR) Reports started with the ice cream seller Ben & Jerry's

where the financial report was supplemented by a greater view on the

company's environmental impact. In 1987 a document prepared by the WorldCommission on Environment and Development defined sustainable development

as meeting the needs of the present without compromising the ability of future

generations to meet their own need, this became known as the Brundtland

Report and was another step towards widespread thinking on sustainability in

everyday activity. Two tangible milestones for wave 1 of green marketing came

in the form of published books, both of which were called Green Marketing.

They were by Ken Peattie (1992) in the United Kingdom and by Jacquelyn

Ottman (1993) in the United States of America.

In the years after 2000 a second wave of Green marketing emerged. By now

CSR and the Triple Bottom Line (TBL) were widespread. Such publications as a

2005 United Nations Report, then in 2006 a book by Al Gore and the UK Stern

Report brought scientific-environmental arguments to a wide public in an easy to

understand way. This knowledge assessed the implications of moving to a low-

carbon global economy and the potential of different approaches. This new wave

of Green Marketing differed from the first wave in many respects. This


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difference may be significant in that it may suggest that Green Marketing is

here to stay. The green marketing concept dictates, amongst other things, less

use, recycling and avoiding waste, just some of the ways society reacts at times

of recession

The past decade has shown that harnessing consumer power to effect positive

environmental change is far easier said than done. The so-called "green

consumer" movements in the U.S. and other countries have struggled to reach

critical mass and to remain in the forefront of shoppers' minds.

While public opinion polls taken since the late 1980s have shown consistently

that a significant percentage of consumers in the U.S. and elsewhere profess a

strong willingness to favor environmentally conscious products and companies,

consumers' efforts to do so in real life have remained sketchy at best. One of

green marketing's challenges is the lack of standards or public consensus about

what constitutes "green," according to Joel Makower, a writer on green

marketing. In essence, there is no definition of "how good is good enough" when

it comes to a product or company making green marketing claims. This lack of

consensus -- by consumers, marketers, activists, regulators, and influential

people -- has slowed the growth of green products, says Makower, because

companies are often reluctant to promote their green attributes, and consumers

are often skeptical about claims.

Despite these challenges, green marketing has continued to gain

adherents, particularly in light of growing global concern about climate change.

This concern has led more companies to advertise their commitment to reduce

their climate impacts, and the effect this is having on their products and

services


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WHAT IS GREEN

MARKETING?

Unfortunately, a

majority of people believe

that green marketing refers

solely to the promotion or

advertising of products with

environmental characteristics.

Terms like Phosphate Free,

Recyclable, Refillable, OzoneFriendly, and Environmentally

Friendly are some of the

things consumers most often

associate with green

marketing. While these terms are green marketing claims, in general green

marketing is a much broader concept, one that can be applied to consumer

goods, industrial goods and even services. For example, around the world there

are resorts that are beginning to promote themselves as "ecotourist" facilities,i.e., facilities that "specialize" in experiencing nature or operating in a fashion

that minimizes their environmental impact.

Thus green marketing incorporates a broad range of activities, including

product modification, changes to the production process, packaging changes, as

well as modifying advertising. Yet defining green marketing is not a simple task.

Indeed the terminology used in this area has varied, it includes: Green

Marketing, Environmental Marketing and Ecological Marketing. While greenmarketing came into prominence in the late 1980s and early 1990s, it was first

discussed much earlier. The American Marketing Association (AMA) held the

first workshop on "Ecological Marketing" in 1975. The proceedings of this

workshop resulted in one of the first books on green marketing entitled

"Ecological Marketing". Since that time a number of other books on the topic

have been published.


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The AMA workshop attempted to bring

together academics, practitioners, and public

policy makers to examine marketing's impact

on the natural environment. At this workshop

ecological marketing was defined as:

The study of the positive and negative

aspects of marketing activities on pollution,

energy depletion and non-energy resource

depletion

This early definition has three key components

1) It is a subset of the overall marketing activity;

2) It examines both the positive and negative activities; and

3) A narrow range of environmental issues are examined.

While this definition is a useful starting point, to be comprehensive green

marketing needs to be more broadly defined. Before providing an alternative

definition it should be noted that no one definition or terminology has been

universally accepted. This lack of consistency is a large part of the problem, forhow can any issue be evaluated if all researchers have a different perception of

what they are researching. The following definition is much broader than those

of other researchers and it encompasses all major components of other

definitions. The definition is

Green or Environmental Marketing consists of all activities designed to

generate and facilitate any exchanges intended to satisfy human needs or

wants, such that the satisfaction of these needs and wants occurs, with minimal

detrimental impact on the natural environment.


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2. Objectives

In 1994, Philips launched the Earthlight, a super energy-efficient compactfluorescent light (CFL) bulb designed to be an environmentally preferablesubstitute for the traditional energy-intensive incandescent bulb. The CFLsclumsy shape, however, was incompatible with most conventional lamps, and saleslanguished. After studying consumer response, Philips reintroduced the productin 2000 under the name Marathon, to emphasize the bulbs five year life. New

designs offered the look and versatility of conventional incandescent light bulbsand the promise of more than $20 in energy savings over the products life spancompared to incandescent bulbs.

PHILIPS MARATHON BULBS

Philips experience provides a valuable lesson on how to avoid the common pitfall

of green marketing myopia. Philips called its original entry Earthlight tocommunicate the CFL bulbs environmental advantage. While noble, the benefit

appealed to only the deepest green niche of consumers. The vast majority ofconsumers, however, will ask, If I use green products, whats in it for me? In

practice, green appeals are not likely to attract mainstream consumers unlessthey also offer a desirable benefit, such as cost-savings or improved product.

Thus we see how green marketing myopia was faced by the Philips whiletrying to bring into market the environment friendly light bulbs.

When consumers are convinced of non-green benefits, they are moreinclined to adopt green products (whether promoted as such or not).


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According to the article, green products succeed when marketers kept theireyes on TheThree Cs: consumer value positioning, calibration of consumerknowledge, and credibility of product claimsHere are some tips from the article:

Educate consumers with marketing messages that connect environmentalproduct attributes with desired consumer value (for example, pesticide-free produce is healthier, energy-efficiency saves money, or solar

power is convenient). Frame environmental product attributes as solutions for consumer

needs, for example, rechargeable batteries offer longer performance. Create engaging and educational Web sites about environmental products

desired value.

Make sure that environmental product and consumer claims are specific,meaningful, and qualified.

Encourage positive word of mouth via consumers social and internetcommunication networks with compelling, interesting, or entertaining

information about environmental products.Objectives of Green MarketingThere are two main objectives to be defined when it comes to promoting anEco-friendly product:1. Improve environment quality-This objective focuses on the technical part ofthe product and addresses whether the product in concern has a betterenvironmental quality than its peers. When it comes to claims, it is alwaysessential to support them with actual studies.


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e.g:- Combibloc EcoPlus is an aseptic cartonpack for liquid foods and has a special newcomposition generating 28 per cent less CO2 compared to the same-format 1-litre carton

pack from SIG Combibloc. This result wasderived after the IFEU institute conducted alife cycle assessment study for the combiblocEcoPlus in July 2010.The second objective:2. Customer Satisfaction is what will eventuallyresult in the success of your Green Campaign or

any marketing campaign. If the customers arenot satisfied with your product regardless of its

environmental advantage it will result intransfer of loyalty to other competing brands.

Combibloc EcoPlus

Here it is imperative to understand the attitudes that drive the purchasedecisions and identify the different demography before actively campaigning from NGOs, Govt bodies to your average high school student, the reasonsbehind the environmental motivation and may vary from group to group although

the core message remains the same: for a better environment.

Whom to target and Where

To be successful, marketers must be pragmatic in identifying theirtarget audience when and where consumers are most receptive to theenvironmental cause. While campaigns prior to Earth day, Earth hour, websites

and periodicals dedicated to the environment might seem to fit the requirement- marketers should remember that consumers are as complex as theenvironment itself.Green is going mainstreamThe most current and highly effective channel tocommunicate with consumers across a broad spectrum today is the socialnetwork. The internet is a ubiquitous medium and consumers can be found onmany social networks with facebook, MySpace, bebo and twitter taking the lead.As the Environment is a social cause social networks is fast becoming one ofthe most preferred marketing channels today.However, companies must be extremely diligent in their communication as thesocial network opens up the possibility of a two-way communication rather thanone-way channel. Feedback both positive and negative is imminent and it isimportant to monitor and respond well to queries.


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3. METHODOLOGYThe Green Marketing project was carried out by our group by visiting various

companies promoting eco-friendly products and the companies who have the willto promote the concept of Green Marketing. By analyzing various data on theinternet, newspapers etc about the companies doing their bit for the nature, weshortlisted the various companies we would like to visit. We decided to visit thevarious shopping malls in the vicinity of the areas we stay. Malls were a goodoption as we could find the retailers of various companies promoting GreenMarketing. Firstly, we visited In orbit mall in Goregaon(w),which boosted a lotof electronics product stores. We visited Nokia Care Center which had startedthe initiative of Planet ke Rakhwale.This initiative involved that if we drop any

old phone,nokia would plant a sapling and also the metal and plastic of the phonewould be used for recycling.Thus,nokia was greatly involved in Green Marketingand our visit to the nokia care center was fruitful.Then we visited Greco Scintillating Kitchens which was also in the Goregaon(w).Greco was involved in the manufacturing of eco-friendly kitchenappliances.Greco used a hidden synthetic material,which is not wood,for themanufacturing of kitchen appliances.This material is easily recyclable anddecomposable.Thus,our visit to Greco Scintillating kitchens was productive as welearned about the new emerging way of manufacturing kitchen appliances.

We also visited Croma which had a great range of refrigerators,AC etcwhich were eco-friendly.A refrigerator called proton was 100% eco-friendly.Hence,our visits to various shops in the malls was successful and we got to learna great deal about eco-friendly products and Green Marketing.

SOME ECO-LABELS AND CERTIFICATIONS


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4. REVIEW OF LITERATURE:-

Advertisement for a product in the ideal sense should reflect its core

usefulness to the consumer and should communicate the brand's honesty. As the

market gets more cluttered, brands

strive to register their presence with

unique and innovative promos.

Nokia's Take Back campaign that

encourages consumers to drop their

unused mobiles, chargers and

accessories, irrespective of the brand

into 1400 recycling bins placed in 85

cities at 5,000 Nokia recycle points

across India has a social message. For

every handset dropped for recycling,

Nokia has also committed to planting a

sapling. Tying up with eminent

institutions across the country 60,000

saplings is to be planted. The Planet Ke

Rakhwale campaign launched as an

extension of the earlier one is positioned as the voice of the next generation,

calling attention to something that impacts our world.

What is Take-Back campaign?The objective behind this launching has been to encourage consumers to

offload their mobiles, chargers, and other add-ons that have been not in use

disregarding the models into various recycling bins in its outlets located in 15cities across India with a novel message of making the environment greener.


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Nokia has also entrusted to plant a sapling for each handset discharged for

reprocessing under the campaign named as "Planet Ke Rakhwale" that has been

set up in affiliation with several organizations around the nation and with a base

of 20,000 members as of today's date around 60,000 saplings have been

planted with launching of the campaign.

The response to the Take-Back scheme being tremendous from the

public, the mobile giant has been able to amass nearly 16 tons of unused mobile

phones and accessories up until April 2010 following a pilot project in different

parts of the country including Bangalore, Chennai, Delhi, Gurgaon, and Ludhiana

and so on. Disposed phones and accessories from the centers have been

collected, handed over to the Material Center in Delhi, and then shifted to

London for recycling, according to the reports of Nokia India Corporate

Affairs.

Why do we need to dispose our old/unused phones for recycling?

To bid adieu to our unused phone might be no doubt a difficult task, butit is worthwhile in terms of environment protection. What will be the usage of

old phone simply cluttering up our cabinets? Nothing would be the output. If any

mobile device has no longer been used it would be ideal to give it to either a

friend, a relative or to someone who needs. It can be disposed for recycling,

otherwise. With just one unwanted mobile device being recycled tons of raw

materials can be recovered, almost 80% of its materials could be recycled and

would be utilized to make various new commodities or to generate energy

indeed. Reuse can be a substitute for recycling since the lifespan of a mobile


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device would be continued and recycling may be prolonged with more usage value

of the device.

Steps to be followed prior to drop in for recyclingForemost step to be kept in mind is to transfer all personal and

professional data and get them stored using PC suite. Through Nokia Ovi

services backing up of all data will be easier. And of course, it is essential to

remove SIM and memory cards before dropping old devices into a Nokia

recycling point. Chargers, batteries, and accessories can also be disposed at

these recycling points. Disposing these electronic products as unsorted waste

would be a huge threat to environment. Where and how do we dispose old mobile devices to recycle?

There have been around 5000 recycling points globally set up by Nokia to

take back mobile devices and accessories and in India over 1300 recycling bins

have been installed at various Nokia Care Centers/Nokia Priority Dealers/Nokia

Concept Stores. To locate the nearest recycling point, just an SMS is enough

and the customer who wants to dispose the phone could make an SMS 'GREEN'

followed by the area pin code to the number '55555', which would communicate

the nearest Nokia outlet.

Nokia's worldwide Take-Back achievementsGlobally, 50% of those surveyed are not aware that mobile devices could

be reprocessed in such a manner like this, with awareness being the highest in

the UK at about 80%, the lowest at 17% in India, Indonesia at 29%, and 66% in

Sweden and Finland. In China, as a part of the Green Box scheme along with

other mobile manufacturers and China Mobile, Nokia has managed to recycle

about 55 tons of materials from e-waste in China. China Mobile offered prepaid

cards as an incentive to those who would like to drop in phones for recycling and

because of this initiative in 2006 around 80 tons of materials were collected. In

Finland, Chile and Peru, Philippines, Malaysia, and North America, tons of

materials have been collected through various schemes additionally.

Furthermore, recycling of electronic waste from Nokia including production

scrap, obsolete parts and mobile devices accumulated from Nokia employees and

old unused computer scraps has been processed as well.


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GRECO SCINTILLATING KITCHENS

Hidden synthetic material : It is water proof.It is fire proof .It is manufactured in korea and imported

to india.

It is not made of wood. This material is used in kitchen doors and trolly wares. It cannot catch fire.These materials do not heat up easily and keeps the

kitchen temperature cool

It is decomposable, recyclable and degradable.

VISITS :-1.Nokia Priority PartnerInorbit Mall, Malad(WEST)


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2. Greco Scintillating kitchens:


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4. OBSERVATIONS

WHY ARE FIRMS USING GREEN MARKETING?

When looking through the literature there are several suggested reasons

for firms increased use of Green Marketing. Five possible reasons cited are:

1. Organizations perceive environmental marketing to be an opportunity thatcan be used to achieve its objectives;

2. Organizations believe they have a moral obligation to be more sociallyresponsible;

3. Governmental bodies are forcing firms to become more responsible;4. Competitors' environmental activities pressure firms to change their

environmental marketing activities; and

5. Cost factors associated with waste disposal, or reductions in materialusage forces firms to modify their behavior.

DELHIS FAMOUS CNG AUTORICKSHAW


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1. OPPORTUNITIES

It appears that all types of consumers, both individual and industrial are

becoming more concerned and aware about the natural environment. In a 1992

study of 16 countries, more than 50% of consumers in each country, other than

Singapore, indicated they were concerned about the environment. A 1994 study

in Australia found that 84.6% of the sample believed all individuals had a

responsibility to care for the environment. A further 80% of this sample

indicated that they had modified their behavior, including their purchasing

behavior, due to environmental reasons. As demands change, many firms see

these changes as an opportunity to be exploited.

Given these figures, it can be assumed that firms marketing goods with

environmental characteristics will have a competitive advantage over firms

marketing non-environmentally responsible alternatives. There are numerous

example of firms who have strived to become more environmentally responsible,

in an attempt to better satisfy their consumer needs.

McDonald's replaced its clam shell packaging with waxed paper becauseof increased consumer concern relating to polystyrene production and

Ozone depletion.

Tuna manufacturers modified their fishing techniques because of theincreased concern over driftnet fishing, and the resulting death of

dolphins.

Xerox introduced a "high quality" recycled photocopier paper in anattempt to satisfy the demands of firms for less environmentally harmful

products.

Many firms are beginning to realize that they are members of the wider

community and therefore must behave in an environmentally responsible fashion.

This translates into firms that believe they must achieve environmental

objectives as well as profit related objectives. This results in environmental

issues being integrated into the firm's corporate culture. Firms in this situation

can take two perspectives;

1) They can use the fact that they are environmentally responsible as a

marketing tool; or

2) They can become responsible without promoting this fact.


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There are examples of firms adopting both strategies. Organizations like

the Body Shop heavily promote the fact that they are environmentally

responsible. While this behavior is a competitive advantage, the firm was

established specifically to offer consumers environmentally responsible

alternatives to conventional cosmetic products. This philosophy is directly tied

to the overall corporate culture, rather than simply being a competitive tool.

An example of a firm that does not promote its environmental initiatives

is Coca-Cola. They have invested large sums of money in various recycling

activities, as well as having modified their packaging to minimize its

environmental impact. While being concerned about the environment, Coke has

not used this concern as a marketing tool. Thus many consumers may not realize

that Coke is a very environmentally committed organization.

SOME COMPANIES THAT USE GREEN MARKETING AS SOCIALRESPONSIBILITY.

2. GOVERNMENTAL PRESSURE

As with all marketing related activities, governments want to "protect"

consumers and society; this protection has significant green marketing

implications. Governmental regulations relating to environmental marketing are

designed to protect consumers in several ways,1) Reduce production of harmful goods or by-products;

2) Modify consumer and industry's use and/or consumption of harmful

goods; or

3) Ensure that all types of consumers have the ability to evaluate the

environmental composition of goods.

Thus governmental attempts to protect consumers from false or

misleading claims should theoretically provide consumers with the ability tomake more informed decisions. In Australia where regulations have affected


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many companies, one unintended casualty was an advertisement for the Federal

Government's environmental labeling program "Environmental Choice." This ad

was deemed to breach the TPC's guidelines, as it implied that only products with

the logo were environmentally responsible.

3.COMPETITIVE PRESSURE

Another major force in the environmental marketing area has been firms'

desire to maintain their competitive position. In many cases firms observe

competitors promoting their environmental behaviors and attempt to emulate

this behavior. In some instances this competitive pressure has caused an entire

industry to modify and thus reduce its detrimental environmental behavior. For

example, it could be argued that Xerox's "Revive 100% Recycled paper" was

introduced a few years ago in an attempt to address the introduction of

recycled photocopier paper by other manufacturers. In another example when

one tuna manufacture stopped using driftnets the others followed suit.


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6.DISCUSSION

STRATEGIES FOR SUCCESS

Many marketers now grow their businesses by addressing specific

environmental issues that are most relevant to their consumers. In the process,

they save money and enhance corporate and brand imagery while ensuring future

sales for their products. Use the following strategies to create profitable new

or improved products and packages that balance consumers needs with

environmental considerations.

1. Minimize Direct Environmental Impact

2. Use Sustainable Sources of Raw Material

The prospect of rapidly depleting stocks of natural resources and the

resulting reality of price increases create opportunities for alternative

technologies and new efficiency with product design. For example, paper doesnt

have to come from trees; in fact, alternative sources may be preferable.

Promising new sources include kenaf, a fast-growing bamboo grown in the

southern US, and hemp, which is naturally pest resistant, can be bleached with

peroxide instead of chlorine, and produces a fiber more versatile than fiber

from trees.

3. Conserve Natural Resources, Habitats, and Endangered Species

4. Use Recycled Content

According to the Environmental Defense Fund, recycling:

cuts pollution and conserves natural resources conserves energy can be cost-competitive with land-filling and incineration if sensibly

designed and implemented

Creates jobs and reduces costs in manufacturing sectors that are animportant part of our economy.


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5. Make Products Energy Efficient

Individuals directly consume about 40 percent of the energy used in the

U.S. for such things as powering cars, lighting, heating and cooling homes, and

running appliances. In the process, they contribute about 40,000 pounds of

carbon dioxide emissions a year. However, many thousands of pounds can be

eliminated by simple actions. In fact, the California Energy Commission

estimates that cost-effective investments could reduce total U.S. electricity

demand by 40 percent to 75 percent.

6. Maximize Consumer and Environmental Safety

Scientific data and empirical evidence continue to link various illnesseswith consumer products made from synthetic chemicals. According to the EPA,

formaldehyde in wood paneling causes wheezing, organic gases in carpeting cause

liver damage, perchloroethylene used to dry-clean clothing causes headaches,

and VOCs (volatile organic compounds) in cleaning products cause nausea. Many

illnesses can be traced to indoor pollution, which has been proven to be ten

times more toxic than its outdoor counterpart.

7. Make Products More Durable

As demonstrated by historical sales pitches for Maytag Washers and

Volvo Cars, consumers value durable appliances and automobiles. Thanks to

environmental concerns, long product life will increasingly become a source of

added value and an indicator of quality and convenience in many other industries

as well.

8. Make Products and Packaging Reusable or Refillable

The throwaway convenience culture is making way for reuse and refilling

as alternatives to land-filling, incineration, and even recycling.

9. Design Products for Remanufacturing, Recycling, and RepairLandfill

disposal bans are in force across the nation for such highly toxic items as lead-

acid batteries, tires, used motor oil, paints, and refrigerators.


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CONCLUSION:

A green future is now beingcreated by visionaries with a

competitive spirit in their bellies and

social activism in their hearts. While

many businessmen and women may still be content to tweak products or manage

cash cows in the quest for next quarter's earnings, green leaders are right now

readying new products and services to market, creating new industries and more

inclusive work and management styles that didn't exist five or ten years ago.

Theirs will be the standards for the future. With ever increasing scientificunderstanding of how the Earth works, a general movement toward safer, less

polluting and more environmentally sustainable practices is inevitable. Marketers

that take the time now to court the deepest green consumers with truly

innovative solutions to environmental concerns will be the ones who reap the

biggest future opportunities.

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Green Evs Final