Green Marketing of I.T Products

8/8/2019 Green Marketing of I.T Products

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Efforts by:

Rahul Kumar Gupta

A3923009033

BBA+MBA(Dual) Ist YearAmity School of Business, Noida, U.P


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CERTIFICATE

This is to Certify that Rahul Kumar Gupta bearing Enrollment

no. A3923009033 has successfully completed the Project on

Green Marketing of I.T Products under the guidance of

Ms. Apeksha Ahooda.

This Project is submitted to Amity University in complete

fulfillment of the requirement.

Signature


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ACKNOWLEDGEMENT

On the Successful Completion of this Project I would like to express mygratitude to everybody who assisted and guided me in completing this Project

and making my Project a memorable and successful one.

I wish to extend my deep and sincere thanks to Ms. Apeksha Ahooda (My

Mentor) whose Constant Motivation, Constructive Ideas, Inspiration to work

hard and set high targets actuated me to learn a lot by going through this

Project.

I am extremely grateful to her who rendered her valuable advice and kind

assistance at every step and helped me in accomplishing this Project

successfully.

I extend my thanks to Mrs. Alka Munjal (Director, A.S.B) the Inspiration

provided by her before, after and during the Project.

I am beholden to my Family and Friends for their blessings and

encouragement.

By:- Rahul Kumar Gupta


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ABSTRACT

In today's Business world environmental issues plays an important rolein Marketing. All most all the Governments around the world have

concerned about Green Marketing activities that they have attempted to

regulate them. The terms and concepts of Green Marketing, brieflydiscuss why going Green is important and also examine some of the

reason that Organizations are adopting a Green Marketing philosophy.

It also tells about Why Firms are Opting Green Marketing:

Organizations perceive environmental marketing to be anopportunity that can be used to achieve its objectives.

Organizations believe they have a moral obligation to be moreSocially responsible.

Governmental bodies are forcing Firms to become moreresponsible.

Cost factors associated with waste disposal or reductions inmaterial usage forces firms to modify their behavior.

Competitive environmental Marketing activities.This Project also stresses upon the effect of Green Marketing on the

consumers. Green Marketing of I.T Products isn't a catchphrase

Changing Concept in Changing times. Its a Marketing Strategy that

can help you get more Customers and make more money.


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Table of Contents

1.Preface . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

2.Introduction. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6-8

3.Importance . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9-12

4.Green Marketing Adoption by I.T Firms . . . . . . . . . . . . . 13-20

5.Green Marketing of I.T Products a Corporate Initiative. . . 21-41

6.10 ways given by I.T Companies to promote Green Marketing for

Consumers to turn their Computer Green. . . . . . . . . . . . . .42-50

7.Survey of Green Marketing of I.T Products . . . . . . . . . . . . 49-56

8.SWOT Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 57-58

9.Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 59-60

10. Recommendations & Future Prospects . . . . . . . . . . . . . 61-62

11. Bibliography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 63


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PREFACE

Terms like Green Marketing of I.T Products 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.

Green Marketing is the marketing of Products or Services based on their

environmental benefits. Such Product or Sevice may be environment friendly in

itself and Produced or Packaged in a environment friendly way.

Thus Green Marketing of I.T Products incorporates a broad range of activities

including:

Product Modification, Product Recycling, Product Packaging, Product Awareness, Product Marketing Strategies.

To succeed, any Green Strategy must fulfill three criteria:

Firstly, it must be Sustainable which brings benefits to the environment. Secondly, it must deliver sound economic ROI and Competitiveadvantage to the business.

Thirdly, it must be supported by relevant Green messages to customers.Basically the main aim of Project is to:

Improved environmental quality and Customer Satisfaction. To know how I.T companies drive to customer awareness.

To know how to create Green Market of I.T Products. Recycling of I.T Products.Promotion of Green Products and Green Marketing.


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INTRODUCTION

According to the Indian Marketing Association, Green Marketing is the Marketing

of products that are presumed to be environmentally safe. Thus Green Marketing

of I.T Products incorporates a broad range of activities, including:

Product Modification, Product Recycling, Product Packaging, Product Awareness, Product Marketing Strategies.

Yet defining Green Marketing is not a simple task where several meanings

intersect and contradict each other. An example of this will be the existence of

varying social,environmental and retail definitions attached to this term. Other

similar terms used are:

- Environmental Marketing of I.T Products and- Ecological Marketing of I.T Products.

The definition also includes the protection of natural environment by attempting to

minimize the detrimental impact, this exchange has on the environment. To be

more accurate I.T Products making Greenclaims should state they are less

environmentally harmful rather than environmental friendly. Thus green

marketing should look at minimizing environmental harm, not necessarily

eliminating it.

The term Green Marketing came into prominence in the late 1980s and early

1990s. 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".


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The first wave of Green Marketing occurred in the 1980s. Two tangible milestones

for wave of green marketing came in the form of publishedbooks, 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 Corporate

SocialResponsibility (CSR) and the Triple Bottom Line (TBL) were widespread to

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

understand way.

According to Peattie (2001), the evolution of Green Marketing can be divided into

three phases:

First phase was termed as "Ecological" green marketing, to help solveenvironment problems through remedies.

Second phase was "Environmental" green marketing with focus on cleantechnology that involved designing of innovative new products, which

take care of pollution and waste issues.

Third phase was "Sustainable" green marketing came into prominence inthe late 1990s and early 2000 where it becomes necessary for companies

to produce environment friendly products as the awareness for such

products is on the rise as customers are demanding eco-friendly products

and technologies.

My definition which encompasses all major components of other definitions is:

"Green 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."

This definition incorporates much of the traditional components of the marketing

definition ie. "All activities designed to generate and facilitate any exchanges

intended to satisfy human needs or wants".


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So, in simple words Green marketing refers to the process of selling Products or

Services based on their environmental benefits. Such a Product or Service may be

environmentally friendly in itself or produced or packaged in an environmentally

friendly way.

According to Polonsky (1994) Green Marketing consists of all activities, designed

to generate and facilitate any exchange indented to satisfy human needs and wants,

such that the satisfaction of these needs and wants occur with minimumdetrimental

impact on the natural environment.

Mintu and Lozada (1993) defined Green Marketing as the application of marketing

tools to facilitate exchanges that satisfy organizational and individual goals in sucha way that the preservation, protection and conservation of the physical

environment is upheld.

According to Stanton and Futrell (1987) Green Marketing ensures that the interest

of the organization and all it consumers are protected, as voluntary exchange will

not take place unless the buyers and sellers are mutually benefited.


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IMPORTANCE

Man has limited resources on the earth, with which she/he must attempt to provide

for the worlds' unlimited wants. There is extensive debate as to whether the earth is

a resource at man's disposal. In Market societies where there is "freedom of

choice", it has generally been accepted that individuals and organizations have the

right to attempt to have their wants satisfied. As firms face limited natural

resources, they must develop new or alternative ways of satisfying these unlimited

wants.

Ultimately Green Marketing looks at how marketing activities utilize these limitedresources, while satisfying consumers wants, both of individuals and industry, as

well as achieving the selling organization's objectives.

I.T Industry perceive Green Marketing to be an opportunity that can beused to achieve its objectives.

Organizations believe they have a moral obligation to be more Sociallyresponsible.

Governmental bodies are forcing Firms to become more responsibletowards the Environment.

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

Green Marketing imparts a Proactive Strategy to I.T companies to caterthe market by imparting naturefriendly products and services which

otherwise reduce or minimize any detrimental impacton environment.


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Green Marketing approach to I.T Companies promotes the integration ofenvironmental issues into all aspects of the Corporate activities from

Strategy formulation, Planning,Re-engineering in production process and

dealing with consumers. So to remain competitive within the challenge

thrown by the environment protectionists, the I.T companies will have to

find answer through their Marketing strategies Product&Service

redesign, Customer handling etc. For thisendeavour the companies may

go for new technologies forhandling waste, sewage and air pollution. It

can go for ProductStandardization to ensure environmentally safe

products by providing truly natural products.

I.T companies introduce the concepts of reuse and recyclability, inaddition to the concept of waste reduction. Thus the challenge of I.Tcompanies by Green Marketing is to meet the unlimited wants of

consumers within the constraint of limited resources by introducing

modern management tools like:

y TQM (Total Quality Management),y 6-Sigma,y 4Rs(Reduce, Reuse, Recycle, Recovery) Principles in

productiony Process.


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BENEFITS OF GREEN MARKETING OF I.T PRODUCTS

Todays consumers are becoming more and more conscious about the environment

and are also becoming socially responsible. Therefore, more I.T Companies are

responsible to consumersaspirations for environmentally less damaging or neutral

products. Many I.T Companies want to have an early mover advantage as they

have to eventually move towards becoming green.

Some of the advantages to I.T Companiesby Green Marketing are:

It ensures sustained long term growth along with profitability.

It saves money in the long run, though initially the cost is more.

It helps the I.T Companies to market their products and services keeping the

environment aspects in mind.

. It helps in accessing the new markets and enjoying the competitive

advantage.

Most of the employees also feel proud and responsible to be working for an

environmentally responsible company.


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GREEN MARKETING ADOPTION BY I.T FIRMS

Green Marketing has been widely adopted by the I.T firms worldwide and the

following are the possible reasons cited for this wide adoption:

i) OPPORTUNITIES: As demands change, many I.T firms see thesechanges as an opportunity to be exploited and have a competitive

advantage over firms marketing non-environmentally responsible

alternatives. Some examples of firms who have strived to become more

environmentally responsible, in an attempt to better satisfy their

consumer needs are:

y HCL launched India's first eco-friendly notebook, ItsaPolyvinyl Chloride (PVC) free notebook and this product is

highly recyclable.

y Xerox introduced a "high quality" recycled photocopier paper in a attempt to satisfy the demands of firms for less

environmentally harmful products.

y HP introduced a new Eco highlights labeling system whichhelps easy to accesss environmental product attributes energyefficiency and recycling information.

ii) GOVERNMENTAL PRESSURE: As with all marketing relatedactivities, governments want to protect consumers and society, this

protection has significant Green Marketing I.T implications.

Governmental regulations relating to environmental marketing are

designed to protect consumers in several ways-

y Reduce production of harmful products or by-products.


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y Modify consumer and industry's use of harmful products .y Ensure that all types of consumers have the ability to

evaluate the environmental composition of products.

iii) COMPETITIVE PRESSURE: Another major force in theenvironmental I.T Marketing area has been firms' desire to maintain their

competitive position. In many cases I.T 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

by other manufacturers.

iv) SOCIAL RESPONSIBILITY: Many I.T 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

profitrelated objectives. This results in environmental issues being

integrated into the firm's corporate culture.

v) COST OR PROFIT ISSUES: I.T Firms may also use GreenMarketing in an attempt to address cost or profit related issues. When

attempting to minimize waste, in these cases I.T firms often developmore effective production processes that not only reduce waste, but

reduce the need for some raw materials. This serves as a double cost

savings, since both waste and raw material are reduced.


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GREEN CODE

G:Generalizes with care. Consumer behavior will not necessarily be consistentacross different product types, and particular market segments may respond to

certain issues on the green agenda

but not others.

R:Remembers, the validity of a piece of market research is not related to thedegree to which it supports your preferred option.

E:Explores the context from which market research data comes. Be clear on thenature of the sample used, the questions asked, the way in which responses were

recorded and the time and place from which the responses come.

E:Ensures that where market research is crossing international borderlines, that theterminology and interpretation remains consistent. Terms like environment,

green and conservation donot always translate precisely between languages.

N:Neutrality is important. Ensure that when you pose questions to consumers, that

they can make any response without being made to feel guilty or uncomfortable,and ensure that your own preconceptions about the green agenda (such as an

assumption that green products will cost extra) are not encoded within the

questions.


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GREEN MARKETING MIX

PRODUCTI.T Entrepreneurs wanting to exploit emerging Green Markets either: Identify

customers environmental needs and develop products to address these needs or

will develop environmentally responsible products to have less impact than

competitors.

The increasingly wide variety of I.T products on the market that support

sustainable developments are:

Products made from recycled goods.

Products that can be recycled or reused.

Efficient products which save water, energy or gasoline, save money and reduceenvironmental impact.

Products with environmentally responsible packaging.

Products with Green labels, as long as they offer substantiation.

Certified products, which meet or exceed environmentally responsible criteria.

A service that rents or loans products-toy libraries.

Whatever the product or service, it is vital to ensure that products meet or exceed

the quality expectation of customers and is thoroughly tested.

PRICEPricing is the critical element of the marketing mix. Most customers will only be

prepared to paya premium if there is a perception of additional product value. This

value may be improvedperformance, function, design, visual appeal or taste.

Environmental benefits will be often be thedeciding factor between products of

equal value or quality.Environmentally responsible products, however are often

less expensive when product life cycle coast are taken into consideration.


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PLACEThe choice of where and when to make I.T products available will have significant

impact on the customers you attract. Very few customers go out of their way to

buy Green I.T Products merely for the sake of it. Marketers looking to successfullyintroduce new Green I.T Products should position them broadly in the market place

so they are not just appealing to a small Green niche market.

The location must also be consistent with the image you want to project and allow

you to project your own image rather than being dominated or compromised by the

image of venue. The location must differentiate you from the competitors. This can

be achieved by in-store promotions and visually appealing displays or using

recycled materials to emphasize the environmental andother benefits.

PROMOTIONPromoting products and services to target I.T markets include paid advertising,

public relations, sales promotions, direct marketing andon-site promotions. Smart

Green I.T Marketers will be able toreinforce environmental credibility by using

sustainable marketing and communication tools and practices. For example, many

companies in the I.T industry are providing electronic statements by email.

e-marketing is rapidly replacing more traditional marketing methods and printed

materials can be produced using recycled materials and efficient processes such as

waterless printing.


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SHIFTING TO A GREEN ERA

The color GREEN, until recently was associated all over the world with emerald.

In the modern age however, GREEN is getting associated with sustainable

development. Being green is no longer a matter of choice its marketing is a must,

or else enterprise may run the risk of losingcustomers, employees and

shareholders. It has become almost a necessity to maintain a greenlifestyle.

The possibility of oceans rising and claiming coastal lives, climate change, and

polluted air andwater are beginning to gain momentum towards the GREEN

movement.

Today there is an increasing concern among the I.T business houses towards the

challenges poisedby the environment. Green consumerism is playing a catalytic

role to bring in environmentalismand make business Green oriented. Also it has

been noticed that there has been an increasing trend of consumers demanding for a

Green Image of an enterprise. The most feasible option available for the business

houses is to put into practice the process of Green Manufacturing. It involves

product recovery activities as well as reverses logistics.

Product recovery concept is applied on the returned product so as to translate it to a

usable one, for example remanufacturing, refurbishing or even recycling. Whereas

reverse logistics focuses on inbound supply and distribution of used goods and

inventory.

Companies like HCL, hp, Compaq, DELL and many more have taken up green

projects. They sponsor huge amount and in return earn a lot of goodwill, low cost

publicity, and an environment conscious image. Scores of such enterprises have

responded to environmental concerns with several strategic versions of green

business, which are enumerated below:Adopting products/packages to make them environmentally sound.

Making realistic environmental claims about existing products through the

advertisements.


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Linking brands with environmental causes to create goodwill.

Introducing entirely new range of products explicitly designed to appealenvironmentally conscious consumers.

For I.T business houses seeking environmental sustainability, Green supply chain

management (GSCM) has emerged as a vital tool. Green supply is attracting a

particular interest amongresearchers and practitioners in operations and supply

chain management. It integrates

environmental thinking into traditional supply chain management that includes

product design,material sourcing as well as selection, process of manufacturing,

delivery of final products to thecustomers and most importantly end of life productmanagement after its proper usage.

The major areas addressed by GSCM are:

The upstream activities of an organization that comprises evaluation of

suppliersenvironmental performance.

Downstream actions that include activities related to the disposal of surfeit

stock,particularly the recovery and recycling opportunities.

Within the organization, GSCM might include design for the environment with

the suppliers.

While in the logistics, JIT or Quality Management conjoins with environmentalcriterion.


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The I.T business enterprises can have several benefits by Greening their

supply chain. Some of them are:

Risk Reduction and Adapting of Regulation: I.T Enterprises withgreen practices of SCM can keep themselves free of being prosecuted due to

unethical and anti-environmental practices.

Sustainability of Resources: The greening of SCM helps in effectiveutilization of enterprise resources. The I.T enterprises shall purchase green

input resources for environment friendly production process to produce eco

friendly outputs.

Production Process and Competitive Advantage: GSCM helps the I.Tbusiness houses in positioning the products differently in the minds of the target

set of buyers. It will not only attract profitable customers for the organizations,

but also bestow competitive edge over its rivals, thereby strengthening brand

image.

Cost Reduction and Increased Efficiency: Effective utilization ofGSCM may fetch reduction of transaction cost as well as promote recycling of

raw materials. Moreover the production of hazardous substances can be

engraved, which may avert enterprises frombeing penalized for violating

environmental clauses.


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GREEN MARKETING of I.T PRODUCTS:

A CORPORATE INITIATIVE

It is important in todays world because mankind has limited resources on the earth

and if we want long term sustainability of human life on this earths surface, then

I.T Companies has to learn to conserve these scarce natural resources and create

products that have less environmental damage. Otherwise the very existence of

humankind will be under question mark.

Corporate are going green from the grassroots level to sustain and win the

customers expectations. The environment is becoming increasingly important part

of the corporate reputations and they are actively participating in greening thecorporate strategy. I.T Companies

have converted almost all the products to make them eco-friendly products.

India is a world leader in Green I.T potential, according to a recently released

global enterprise survey. Indian respondents scored over respondents from 10 other

countries in expecting to pay 5% or more for Green technology if its benefits for

the environment and return on investment (ROI) are proven in a survey conducted

by Green factor, which researches and highlights Green Marketing opportunities.

Among the companies that have succeeded thus far in their Green marketing

strategies are Apple, HP, Microsoft, IBM, Intel, Sony and Dell. HCL has a

comprehensive policy designed to drive its environment management program

ensuring sustainable development. HCL is duty bound to manufacture

environmentally responsible products and comply with environment management

processes right from the time products are sourced, manufactured, bought by

customers, recovered at their end-of-life and recycled.


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Following are the recent environment friendly initiatives

taken by the I.T Companies:

HCL

In building a system to identify, develop and sustain the maintenance of an

environment management system at corporate level HCL have formulated a

program that they proudly refer as HCL's ecosafe. Their aim is to encapsulate

knowledge, awareness, and key developments on all environmental issues faced by

today's world and to incorporate these in HCL's operations assuring their

commitment in delivering quality products, solutions and services. The key

objective underHCL ecosafe is targeted at integrating environmental managementprocedures into its business processes thereby protecting the environment, health,

and safety of all its stakeholders.

The journey towards becoming a sustainable business starts with the product

development activities. When any new product is developed, from the conceptual

stage itself the product engineering team starts working on its environmental

aspects in keeping with life cycle considerations at design stage for electronic

products. Key environmental design considerations integrated in product

development process include the below activities:


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a. All the sub assemblies need to comply with HCL's chemical policyb.

Product design to support minimal power consumptionc. Product design to support easy dismantling, recycling and reuse

d.Products should have the capability to be upgradede. Extended product life time .

Environment related activities undertaken by HCL

1) HCLs E-Waste Policya) HCL has made concerted effort in WEEE management enshrined in its

chemical policy.

b) Under HCL's GREEN BAG CAMPAIGN, HCL extends its in-houserecycling arrangement to all its customers regardless of when and where the

product was purchased.

c)Inculcating consumer awareness to promote separate collection andrecycling of all WEEE through education.

2) HCL's energy conservation Goala) All HCL products have Green PC features and ACPI mode for power

saving.

b) Augmenting employee awareness by conducting awareness training onenergy saving practices such as switching OFF computer systems monitors

etc when not in use, usage of stationery and paper to a minimum and

encouraging employees to reuse paper.

c) Use of E-mail and Intranet to reduce paper use and save printing energy.


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3)HCL's Natural Resources Conservation Goala) HCL practices stringent measures to recycle/reuse packaging material.Reusable packaging material received at the plant from suppliers is sent to

the regional TRC (Test and Repair Center) to reuse in packaging material.

b)Protection of the Ozone layer - HCL in its manufacturing facilitiesuses electronic durables that are CFC free.

4)Phasing out Toxic Chemicals.a) Phasing out of PVC and BFR components from product manufacturing.

b) Monitoring international trends and working towards elimination of othersubstances of concern worldwide.

5) EMS related Activitiesa)No usage of polythene less than 20 microns.

b) Effectively reusing packing material.


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MICROSOFT

Microsoft is committed to developing technology that helps consumers and

businesses reduce their environmental footprints. Microsoft believes in using

technology and event sponsorship to minimize environmental impact and in

helping people around the world to develop green software solutions.

Environment related activities undertaken by Microsoft -

i) Microsoft has built-in power management features in new WindowsVista operating system that can reduce a companys energy use by asmuch as 30%. With Windows 7 organizations can take advantage of

additional efficiencies that reduce power consumption and can help lower

energy costs.

ii) Microsoft Virtualization enables multiple operating systems to run on asingle server, potentially reducing energy use by up to 90%.

iii) Microsoft Dynamics AX can help you reduce risk and liability associatedwith corporate governance by delivering capabilities that reduce

manufacturing waste and promote environmental sustainability.

iv) Microsoft Unified Communications includes products like ExchangeServer and Office Communications Server that enable collaboration and

limit the need for expensive travel.

v) Microsoft has currently launched two Energy saving calculators- Desktopand Sever Energy saving calculators that can estimate your company's

carbon footprint and see the savings you can achieve through enlightenedIT implementation.


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IBM

IBM has a long history of Green Marketing. The companys corporate policy onenvironmental protection, is supported by a comprehensive global environmental

management system that governs IBMs operations worldwide.

IBMs long-standing recognition of the importance of Green Marketing arises from

two key aspects of its business. The first is the intersection of the companys

operations and products with the environment. The second is the enabling aspects

of IBMs innovation, technology and expertise.

Environment related activities undertaken by IBM

i) IBM has currently launched a program focused on the environmentalattributes of its Product Packaging. Under this program, IBM packaging

engineers develop solutions that minimize packaging waste by keeping

packaging to a minimum and, whenever feasible, composed of recyclable

and/or reusable materials.

ii) The company is applying IT and supercomputing capabilities to theintelligent energy grid, smart transportation systems, biofuel

development, energy and material use optimization in manufacturing

processes, logistics planning and other applications.

iii) IBM announced enhancements to Tivoli software designed to helpcustomers address the growing need to maximize energy efficiency and

reduce costs associated with power and cooling.


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Hp

HP is committed to providing customers with inventive, high-quality products and

services that are environmentally sound, and to conduct our operations in an

environmentally responsible manner.

Environment related activities undertaken by Hp

a) H p is committed to environmentally efficient packaging Protecting theproducts by minimising waste.

for example: Shrinking the size of the product boxes, using post-consumer

recycled materials and plastic pallets instead of heavier wooden ones.

b)H p has launched notebooks that can enable environmentally beneficialchanges to working practices. It offers better battery life, reduced energy

bills and a smaller carbon footprint.

for example: The latest HP Business Notebook line-up is ENERGY STAR

4.0 compliant which uses 50 percent less power than other notebooks.

c) H p Business Desktops offer a range of features to reduce energyconsumption dramatically. It is designed to last longer and minimise the use

of hazardous materials.

For example: HP Power Manager allows users to refine their own power

policies and see how they affect energy consumption.

d)HP Client Virtualisation uses less energy than a conventional PCarchitecture.Thin clients last longer than PCs, cutting replacement costs and

waste.Thin clients have fewer environmental impacts than conventional PCs.


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Sony

Sony has recently developed and launched a range of innovative products namedas ODO line products also called as Eco-chic. These products do not require AC

adapter as they were powered by kinetic or solar energy. Sony has used simplified

Packaging and Recycled plastic in the manufacturing of ODO products as a

Sustainable Product initiative. The ODO line products comprise of five products:

1. Spin N Snap: The Spin and Snap is a Digital camera. It has two holes whichare used as view finder and chargers. On spinning the camera on ones fingers

generates kinetic energy and charges the device.

2. Push Power Play: Push power play is a display device with a roller on thebase. The rollers are used to charge the device by the friction of the device with

hard surface.

3. Crank N Capture: Crank and Capture is a digital video camera with a

crank used to operate and generate power.

4. Pull and Play: The pull and play is a stereo headphone with a cord to simplypull and use.

5. Juice Box: The juice box is a credit card sized object used to recharge theother ODO products.

Sony has recently started Green fill e-Recycle Drop Box at Retail Locations.

Consumers can bring unwanted small electronics of any brand to a participating

retail location and recycle it for free.

Sony says we love maths, especially simple equations like less in, more out.

Thats why the company redesign the products to optimise energy efficiency

whilst reducing waste.


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GOLDEN RULES USED BY I.T COMPANIES TO

PROMOTE GREEN MARKETING

i) Know Your Customer: Make sure that the consumer is aware of andconcerned about the issues that your product attempts to address.

ii) Empower Consumers: Make sure that consumer feel. By themselvesor in concert with all the other users of your product, that they can make

a difference. This is called empowerment and due to this main reason

consumers will buy Greener products.

iii) Be Transparent: Consumers must believe in the legitimacy of theproduct and the specific claims made in regard.

iv) Reassure the Buyer: Consumers must be made to believe that theproduct performs the job its supposed to do. They wont forego product

quality in the name of the environment.

v) Thus leading brands should recognize that consumerexpectations have changed: It is not enough for a I.T Company toGreen its products. Consumers expect the products that they purchase

pocket friendly and also to help reduce the environmental impact in their

own lives too.


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PRESENT TRENDS IN GREEN MARKETING OF I.T

PRODUCTS IN INDIA

I.TOrganizations perceive Environmental marketing to be

an Opportunity that can be used to achieve its objectives:I.T Firms have realized that consumers prefer products that do not harm the natural

environment as also the human health. I.T Firms marketing such Green products

are preferred over the others not doing so and thus develop a competitive

advantage, simultaneously meeting their business objectives.

I.T Organizations believe they have a moral obligation tobe more socially responsible:This is in keeping with the philosophy of CSR which has been successfully

adopted by many I.T business houses to improve their corporate image. I.T Firms

in this situation can take two approaches:

Use the fact that they are environmentally responsible as a marketing

tool.

Become responsible without prompting this fact.

Governmental Bodies are forcing I.T Firms to become

more responsible:In most cases the government forces the I.T firm to adopt policy which protects the

interests of the consumers. It does so in following ways:

Reduce production of harmful goods or by products,

Modify consumer and industrys use and /or consumption of harmful

goods or,

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

environmental composition of goods.


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Competitors environmental activities Pressure I.T Firms

to change their environmental marketing activities:In order to get even with competitors claim to being environmentally friendly, I.T

firms changeover to green marketing. Result is green marketing percolates entireindustry.

Cost factors associated with Waste Disposal or Reductions

in material usage forces I.T Firms to modify their Behavior:With cost cutting becoming part of the strategy of the I.T firms it adopts green

marketing inrelation to these activities. It may pursue these as follows:

I.T Firm develops a technology for reducing waste and sells it to

other firms.

A waste recycling or removal industry develops.


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In Search of Market Segments for Green I.T Products

The GREEN issue, more than any other, will affect most I.T companies prospects

in 2010 and beyond. Responding to the growing interest in the environment

companies such as HCL, H p, Compaq, DELL have utilized the sentiment ofenvironmental consciousness as a means to promote their product and market their

services. Consequently, claims of environment friendly products have become

important selling points. More and more, consumers are looking for goods and

services that supposedly reduce waste and protect the Green environment.

Currently, I.T companies involved in Green marketing have targeted much of

their attention towards the general consuming public. This is primarily because the

general consumer, as a market segment for green goods and services, is a

particularly large and profitable market. InIndia, for example, 1 to 3 million potential Green I.T consumers can be expected.

While Indians have been slow in responding to the green movement, a survey by

TERI found that 48% agreed that consumers are willing to accept price increase for

environment friendly products.

Undoubtedly, the consuming public is an important and large target segment for

green I.T Products. However, we contented that this segment is not the only

avenue for green products.Businesses are fiercely competing for this one segment

to gain an environmental lead (e.g. HCL introduced first eco-friendly notebook and

this product is highly recyclable). Meanwhile, other I.T companieshavesuccessfully carved a traditional market segments (e.g.Hp). Therefore, for I.T

companies to have a competitive advantageregarding the environment, they need to

know their target markets are and/or who their targetmarkets ought to be.

There are two overriding reasons why identifying these markets are important.

First, the proper identification of these markets is important if managers are to

adapt competitive strategies. These strategies facilitate the initiation of the new

marketing programs that address the environmental issue. Second, a holistic perspective may be necessary to address the environment issue. That is, since a

symbolic relationship exists between these markets, a collective effort (among the


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segments) may be necessary in order to effectively solve the environmental

dilemma. The four market segments are discussed below.

Four Potential I.T market Segments

Choosing a target for I.T market is not an easy task. It requires an in-depth

understanding of the totalmarket and its trends,companies distinctive competencies

and critical external factors such asthe competitive and regulatory environments

among others.

Segment 1: General Public or I.T Consumer Market -Its a familiar story by now. Over a year ago, marketers started capitalization on

the green euphoria by touting their products as safe for the environment,degradable, environmentally-friendly and so on. Green I.T products are gaining

visibility in Indian market. This demonstrates that the green issue has become an

important consumer concern. It has also provided marketers with opportunities for

product improvement and differentiation. Because of these, market opportunities,

many I.T companies aim to convince the public that their products are

environmentally friendly and not as harmful as they may seem. At present, the

window of opportunity for these companies is

promising. Hence, I.T companies like H p consider proper leverage of

environmental issues a Sustainable competitive advantage.

Segment 2: Government and its I.T Agencies Market -Continued exploitation of natural resources for increasing economic growth

brought with it associated environmental and social problems. However, these

problems were not addressed by the government until 1971, when the Planning

Commission wrote a report on state of Indias

environment in preparation for a 1972 United Nations Conference on the Human

Environment. It was only after India signed the resulting declaration from this U.Nconference the government took any serious action in addressing environmental

issues in developmental planning.


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Subsequently, a National Committee on Environmental planning and Coordination

(NCEPC) was formed in 1972 to act as an apex advisory body in all the matters

relating to environmental protection and improvement.

For protection and improvement of environment and security of future generation

the government organizations and financial institutions need to use their resources

effectively to improve their performance and to set up their cooperation, working

as one to overcome hunger and to consolidate the primary role of sustainable

agriculture and rural development in food and environmental security. Indian

legislatures should rise to occasion and act in a manner that fundamentally changes

the lives of the poor and instill confidence by implementation of laws and policies

to usher a humane, equitable and environment friendly society.

Segment 3: For Profit or Private I.T Organizations -I.T Business Week (2004) predicts that one of the major business trends of the

coming years will be investments into Indias landscape, i.e. improving and

preserving the environment. According to I.T managers, as long as corporate India

exists, a potential or ready market can be found. With all the new governmental

regulations, private industry can be expected to spend considerable resources for

environmental control.

Segment 4: Non-Profit OrganizationsNon-Profit organizations such as charitable institutions are also viable alternatives

for I.T companies that offer green products. However, many non-profit

organizations operate under very limited budgets and are closely monitored by

other regulatory agencies.


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Choosing the Right Market and Strategy Formulation

Choosing the right market is the foundation for sound strategy. Based on a I.Tcompanys target market, recommendations can be made on Product, Price,

Promotion and Distribution policies. Effectively tapping into a specific market,

offers a marketers a leading edge. Likewise, if the segment is satisfied with the

companys offerings, it may become a niche for the companys products.

Here, we have identified four portable segments for Green goods and services.

Regardless of choice, each segment provides challenging pursuits for any

company. With high barriers to entry, large capital expenditures, changing

technology, and strong competition, the choice of the right target market is

crucial.

While identifying the proper market is one step towards finding a niche, we also

need to properly position and differentiate our products. Should we emphasize the

companys use of recycled material? Or, should the label on our packaging

highlight that it is made from the recycled material? Or, should our advertising

focus on being environmentally friendly?

Based on the current trends the environmentally friendly features of goods and

services are perceived to offer unique benefits to users or buyers. This is critical in product positioning. These positive perceptions can serve as competitive

advantages in gaining an environmental

lead. Therefore, as a (strong) competitive advantage it becomes an important

selling point in product differentiation and positioning.


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Role of Information Technology in Green Marketing

I.T departments are under increasing scrutiny and pressure to deliver

environmentally sound solutions. Large data centers are one of the most significant

energy consumers in an organizations IT infrastructure, so any measures that the

organization can take to reduce this

consumption (and therefore also carbon dioxide emissions) will have a positive

impact on the organizations environmental footprint.

Gartner reveals that during the last five years, the power demands of equipments

have grown by five or more times. Additionally, a report issued by the

environmental Protection Agency in U.S indicates that environmental issues have

placed IT departments under pressure to develop Green data centers.

A Green data centre is defined as one in which the mechanical, lighting, electrical

and computer systems are designed for maximum energy efficiency and minimum

environmental impact. The construction and operation of a green data centre

involved in advanced technologies and

strategies.

Some examples include:

Reducing the power consumption of the data centre.

Minimizing the footprints of the buildings.

Maximizing cooling efficiency.

Using Low-emission building materials, carpets and paints.

Installing catalytic converters on backup generators.

Using alternative energy technologies such as photovoltaic electrical

heat pumps and evaporating cooling.

Focus on How a Green Data Centre can be a Great Marketing Tool.


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SEGMENTATION OF GREEN I.T CONSUMERS

True-Blue Greens- The most environmentally active segment of the society.

Greenback Greens- Those most willing to pay the highest premium forgreen products.

Spouts- Fence-sitters who have embraced environmentalism more slowly.

Grousers- Uninvolved or disinterested in environmental issues, who feel theissues are too big for them to solve.

Apathetic- The least engaged group who believe that the environmentalindifference is main stream.

Apart from this Natural Marketing Institute(NMI) divides the market

into following categories:Lohas- Very progressive on environment and society, looking for ways to domore not too concerned about price.

Naturalites- Primarily concerned about personal health and wellness, and usemany natural products; would like to do more to protect the environment.

Conventional- Practical, like to see the results of what they do; interested in

green products that make sense in the long run.

Drifters- Not too concerned about the environment, figuring weve got timeto fix the environmental problems; dont necessarily buy a lot of green

products.

Unconcerned- Have other priorities, they buy products strictly on price,

value, quality and convenience.


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Consumer Information and Education

If managers believe that consumers view Greenness as a motivating variable, they

should investin conveying information through advertising, direct mailing, brand

labels, in-store displays andpamphlets. The important points to be noted here are:

a) I.T firms willing to provide clear, comprehensive and credible informationmust ensure thatconsumers have low cost to access it.

b) Governmental policies and stakeholder initiatives can be important inreducing consumers search, information or transaction costs.

c) Regulators can publish and disseminate it to the media by press releases andpost it on theinternet.

d) Stakeholders can use the media as well as use their organization-specificvehicles such asnewsletters.

Green marketing of I.T Products can be successfully

implemented by use of ICT in cost effective way:

By developing compelling, concise messages, plan innovative ways to repeatedly

deliver, identify appropriate links within network of political, legislative, non-

profit organization and media, develop concept based programs and events.

. Utilize extensive relationship with local and national media to get a clients

message to the right media targets.

Identify venues, plan tours, identify audiences, and organize meals, speakers and

press.


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STRATEGIES TO BE IMPLEMENTED IN

GREENMARKETING OF I.T PRODUCTS

1) PRODUCT DIFFERENTIATIONI.T Organizations should put continuous efforts to differentiate their products and

services using Green Marketing practice. Products with poor eco performance can

become targets for new substitution, as a result of this I.T Organizations must

come up with Greener ideas to differentiate their products from its competitors.

CONSUMER VALUE POSITIONING:I.T Organizations can design

environmental products to perform as well as provide alternatives. In addition to

this promoting and delivering the consumer desired value of environmental

products and target relevant consumer market segments can help the organization

to differentiate.

CALIBERATION OF CONSUMER KNOWLEDGE: Educates customers with

marketing messages that connect environmental product attributes with desired

consumer value.

2) PRODUCT STRATEGYIn this strategy marketers can identify customers environmental needs and

develop products to address this issue, produce more environmentally responsible

packages and insure that products meet or exceed the quality expectation of

customers. In addition to that marketer can charge higher price with highlighting

eco-friendliness of the products.


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3) DISTRIBUTION STRATEGY

In case of this strategy obtaining dealer support to Green Marketing practice isessential.The location must differentiate from competitors and it can be achieved

by in-storepromotions and displays by using recycle materials to emphasize the

environmental andother benefits.Even though distribution has no big involvement

in green marketing, few consumers arewilling to get the services from places and

distribution channels which are not cause toenvironmental pollution.

4) LIFE-CYCLE ANALYSISBrands which aspire to be sustainable must get their house in order before theystart planning any green marketing initiatives. The best brands are performing life

cycle analysis- complex assessments which provide critical data on social,

environmental and economic impact of products through the supply chain

production process and after thepurchase. Life cycle analysis tells a brand just how

far it needs to go before it claims to be sustainable. Consumers dont expect

perfection when it comes to sustainability but they want to see that brands

understand the scale of the problem, have a plan and are in

the process of implementing it.

5) INCENTIVES AND STRUCTURAL FACTORSCommercialization programs and incentives help get new technologies

introduced.Consumers can be motivated by incentives and awards to:

Curtail Reduce the impact on the environment by modifying extant living

patterns.

Maintain Keep equipment in good working order.

Be efficient Undertake structural changes such as buying environmental

friendly equipment.


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10 Ways given by I.T Companies to Promote Green

Marketing for Consumers to turn their Computer Green

The fast-moving pace of technology is good news for I.T lovers, but not such good

news for the environment. As we acquire more and more I.T products, an

explosion in e-waste (electronic scrap) containing toxic chemicals that cannot be

disposed of safely is a growing concern. To make environmental matters worse,

devices are burning up more energy than they need to through being left on while

not in use.

The blame lies with both PC users and manufacturers. Last year saw campaign

group Greenpeace take on Apple, slamming its lack of environmental policies andnon-existent plan to reduce its eco-impact. Apple CEO Steve Jobs rectified this in

May, when he posted environmental targets online.

Other PC makers have been making a lot of noise about their energy efficiency,

reducing carbon footprints and cutting non-renewable or toxic components. PC

Worlds carbon-neutral PC has been picking up a lot of press attention, while Intel

has been working on energy-efficient Santa Rosa and Centrino processors and

rolling them out into various laptops.

1. Set Sleep Time for your PC:If you dont tap your keyboard for 10minutes, your PC will often go to sleep. Your PCs screen is probably set to go into

power-saving mode after a preset period. Although theyre not as power-hungry as

old-style CRT displays, you can still save a great deal by having your flat-panel

power off in this manner.

To adjust the setting for your PC or laptop, go to Control Panel, Power Options and

select a screen power-off schedule to suit. Note that screensavers dont reduceenergy consumption. You can also enable PC hibernation but, as with standby

mode for other devices, this doesnt completely power down your PC. Its all too

easy to assume youre keeping costs and power consumption down, even though

the current is still flowing.


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Youll see different power scheme options for desktop and laptop PCs. Your laptop

can automatically adjust its power options depending on whether youre running it

from batteries or mains power.

Youll find a range of energy-use calculators online, such as Energy Stars (eu-

energystar.org). The savings you can make depend on how much you use your PC

and the size of your screen, but could be 50 a year or more.

2. Turn it all off:According to a study by Fujitsu, the UK wastes powering PCsleft on out of hours. Thats not only a lot of wasted energy - its a lot of money too.

An individual computer left on all the time costs about a year to run. Switch it off

at night and weekends and this figure can be reduced to just 10 a year. The energysaved could make almost 35,000 cups of coffee, according to the Carbon Trust.

Some argue that a PC should be left on all the time because turning it on and off

causes stress to the computers components. But if this were the case, the vast

majority of PCs would suffer from such damage. They dont.

Another argument against turning off a computer is the energy required to start it

up again. To be as green as can be, consider turning off your PC if its going to be

inactive for more than 16 minutes. Beyond this time, the energy needed to run it

outweighs the energy required at startup.

If you leave your PC on overnight because you dont like waiting for it to start up

first thing each day, set it to turn on automatically a few minutes before you arrive

at the office. Restart your PC, hitting the Setup menu key before Windows loads.

Tab to the Power Management Options and enable the alarm and select a suitable

time for your PC to restart.

You can also schedule your computer to shut down - a good option if you like to

leave it on for your backup program to run after you leave the office.


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Turn on the printer only when you are ready to print. Printers consume energy even

when idle. Similarly, a scanner sucks power in ready mode. Photocopiers are

energy guzzlers too. Even when your PC is turned off, a phone charger plugged

into your USB port will continue to draw energy.

3. Stop leaking power:Its not enough to just switch off the computer. If youreally want to make sure that the machine isnt drawing power from the mains, you

need to physically unplug the computer or get out of your seat and switch it off at

the wall.

When you shut off your computer and the monitor goes black, your display is

actually in standby mode and waiting for the PC to switch back on. Digital

cameras, mobile phones and iPod power adaptors that are left plugged in all thetime also suck power from the outlet, even after youve disconnected the devices

you were charging. When you leave the adaptor plugged in, youre losing an

average of 2W.

The simplest way of ensuring that all your computers peripherals are completely

turned off is to connect them to a power strip that you can simply switch off.

Several companies have caught on to the publicity surrounding standby energy

wastage and offer timer and standby switches.

For home or office use, Micromarks timer plug will soon pay for itself in energysavings, while Bye Bye Standby lets you turn off several devices around the home

from a central point.

4. Be an Energy Star:Energy Star stickers used to be seen plastered all overCRT screens that were unusual in having standby modes. Flat-panels use far less

energy than CRTs, but buying an LCD monitor isnt the only way to conserve

power. Look for the Energy Star logo when buying printers, fax machines,

scanners and other products. Energy Star to find products which meet strict green

standards, look for the Energy Star logo.


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Energy Star is an initiative that promotes energy-efficient hardware.To get the

stamp of approval, products must meet guidelines such as having a low-power

sleep mode. At the Energy Star site (energy-star.org) its easy to find products that

meet the guidelines. It lets you search by category, brand and feature.

5. Use a flat-panel display:Next time youre looking to replace your PCmonitor you should at least ensure that its a TFT model. Old-style CRT displays

typically use 75W of power, while 25W is more typical of a flat-panels lighter

footprint.

As well as drawing three times as much power so they can illuminate thephosphors that make up the display, CRTs contain a vast amount more lead than

flat-panel displays. A typical CRT contains approximately 1.36kg of lead, while

some LCDs contain only a few grammes. Philips has gone so far as to eliminate

the lead content of some of its screens, such as the 19in 190C8FS.

Thankfully, CRTs are on their way out, while pressure from campaigners mean

more and more products will attain certification for the responsible way they have

been manufactured and their low impact on the environment.

6. Know your RoHS:

The European Union implemented RoHS (Restriction of Hazardous Substances

directive) in July 2006. The directive restricts the use of lead, mercury, cadmium,

hexavalent chromium, polybrominated biphenyls and polybrominateddiphenyl

ether in the manufacture of electronics.


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Anything thats available for sale or import within the EU should now comply

with RoHS. However, its not a foolproof piece of legislation. Apples Steve Jobs

claims some companies are using loopholes in the RoHS directive to continue to

use toxic chemicals in their products. These companies claim their products meet

requirements "because of certain little-known exemptions granted by the EU", he

says.

7. Go paper-free:Another way to do your bit for the environment, as well assave time and money, is by going digital. We waste more paper than we do

anything else. The average office employee uses up to 50 sheets of A4 every day,

according to Envirowise. Much of this paper is thrown away - the group estimatesthat UK businesses throw away five million tonnes of printing and writing paper

each year.

If you cant stop printing altogether, set your device to print double-sided by

default or create your own writing pad from discarded printouts. Learn to resist the

urge to print out emails and other documents for filing. Instead, read them onscreen

and store them on your hard drive. If you need a record, create a PDF file. If you

dont already have a PDF creation package, try Backup4all novaPDF Lite 5.1,

which can create PDFs of documents from within any Windows application.

8. Dont dump I.T Products:

Dispose of your old hardware responsibly. Consumer electronics and computers

contain toxic materials, such as lead, that can seep into the ground if dumped

improperly. British Computer Society president Nigel Shadbolt explains: "PCscontain many toxic components, so if they end up in a landfill we are creating a

real problem for the future.


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This is bad news, according to energy minister Malcolm Wicks. "Electrical and

electronic equipment is the fastest-growing category of waste across the EU, with

an estimated 17-20kg per person produced every year. The UK alone generated

about one million tonnes of waste equipment last year," he says.

An older PC may no longer meet your requirements, but there are plenty of people

whod love to use it. Many charities will take an old PC and peripherals off your

hands, or you can get in touch with Computer Aid, which refurbishes machines for

use by schools and in the developing world. You could even sell it on eBay or give

it away through Freecycle.

Failing that, recycle it. According to the WEEE directive, electrical and electronic

waste has to be dealt with separately from other rubbish so that hazardous elements

can be stripped out.

Electronics manufacturers and vendors cover the cost of this; your task is to get

them to collect it, return it to them or take it to your councils recycling centre. If

you cant transport it, arrange for the council to pick it up.

Many electrical retailers run take-back schemes - check your PC vendor for details

about how it is dealing with WEEE compliance. Note that you shouldnt have to

pay to return end-of-life goods. But, you cant be too careful where stored personal

details are concerned.

9. The sunny side: If youre seeking clean power for energy-hungry gadgets,consider looking to the sun. Solar power is renewable and free - although sunshine

can be limited here in the UK. Be aware that you need direct sunlight to get a good

charge with these products. Cloudy skies and reflections on windows can cause

problems.

Voltaics Solar Back Pack consists of three solar panels embedded in the outside

of the bag that generate up to 4W of power. The bags have 11 adaptors for mobile

phones and other devices, but are not designed to charge laptops.


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If a solar-powered bag isnt for you, choose a less expensive charger that fits in

your hand. The Solio charger from Better Energy Systems gives about one hour of

playtime or 10 minutes talk time from one hour of sunshine, according to the

maker. Whether youll find a whole hours worth of sunshine within the British

Isles is another matter.

Other solar chargers include the Freeloader from Firebox. If youve got your PC or

laptop switched on and have a couple of ports free, you could do worse than power

up a pair of USB Cell batteries for future use.

Laptop PCs require a little more power: unlimited-power.co.uk stocks Uni-solar

Portable Solar Electric Panels that can be used for this purpose. The marketing

material states that they can provide power even with bullet holes or in partial

shade, which suggests that these are really designed with the army in mind, but

they are worth investigating.

Wind-up chargers are also available, although their efficiency is somewhat limited.

For example, the Multi Mobile Charger from iwoot.com gives you eight minutes

talk time on your mobile if you wind it up for three minutes.

But why stop at your gadgets? If you install a renewable energy source - such as

solar panels, wind turbines or biomass heaters - in your home, you may be eligible

for a grant.

10. Give it away: For all our talk about the digital, paperless office, weveyet to hear of anyone achieving it. As well as saving on ink costs by printing at

small point sizes and in draft or economy mode, you can minimise waste by

recycling cartridges via organisations such as laserxchange.co.uk. If your office

doesnt have a dedicated charity it supports, Oxfam, Childline and Action Aid and

a number of smaller charities can benefit from your thoughtfulness.


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Similarly, hand back your old and unloved mobile phone handsets. T-Mobile is

offering cashback, while Carphone Warehouse tempts you with a more modest. If

you want to avoid the smooth sales talk, the charities weve outlined can also earn

revenue from your philanthropy.


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GREEN MARKETING OF I.T PRODUCTS

SURVEY

The principles behind 2009 survey were the same as 2008:

leading manufacturers were directly invited to submit their GreenestProducts via

an assessment form that was sent to them. In addition, the forms were published on

the Greenpeace website and other forumsto enable smaller manufacturers to

participate as well. Each companywas allowed to submit three products per

product category, whichwe then assessed and scored against our criteria. To make

certainthat the survey was as up-to-date as possible upon its publication, we

also offered companies the opportunity to submit products that, whileunreleased at

the time we contacted them, would be on the market by1 January 2009. If acompany submitted more than one product in acategory we chose the highest-

scoring device for inclusion in the report.Once assessments were completed,

companies were invited to reviewthem to ensure accurate product information.

The products submitted were assessed against four broad

groupsof criteria:

Use of hazardous chemical substances, including Polyvinylchloride(PVC), Brominated flame retardants (BFRs), Antimony,Phthalates, Beryllium and

a number of other chemicals.

Power consumption of the products, assessed by comparing them withthe Energy Star standards of the US Environmental Protection Agency. Points

were also given for a number of other areas such as providing detailed power

consumption data to consumers.


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Product lifecycle, including criteria such as recyclability rate anduse ofrecycled plastic in the product. Long warranty periods andgood take-back

programmes were also rewarded.

Availability of data, that enables assessment of the energy takentomanufacture the products as well as special innovations thathelp to reduce the total

burden on the environment.

Main Findings of the Survey

The I.T Industry continues to make progress in putting products on the market with

reduced environmental impacts, and this is confirmed by the results of

Greenpeaces 2009 Green Electronics Survey. In addition to the overall

improvement in the year since the first Greenpeace survey, the product scores are

increasingly closer together, suggesting a more competitive environment in a race

to the top to produce truly Green Products. There are a number of findings that

underline this trend, but also significant shortcomings in certain practices.

Progress continues with regards to phasing out the use ofhazardous chemicals.

More products are PVC-free than in theprevious years survey and fewer RoHS

(Restriction of HazardousSubstances) exemptions are being used by the

manufacturers.

For larger products such as TVs and monitors, significant amountsof post-

consumer recycled plastic are being used, while mobilephones and - with some

exceptions - Desktop and Notebook Computers are lagging behind in thisrespect. As producersestablish more comprehensive voluntary take-back and

recyclingprogrammes, to increase the demand for recycled plastics.


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Companies have adapted quickly to new Energy Star requirements,however a

small number of products submitted for the survey didnot yet meet the latest ofthese requirements.

While more companies now track the energy used to produce theirproducts,

there is no international standard that allows for a goodcomparison of energy

embodied in the product to be made.

Even though computer manufacturers are generally good atproviding in-use

energy data and comparisons for their products,monitor and television

producers need to make this a higher priority.

While some companies now have sections on their website thatlist green

products, these are still usually not prominent enough to promote Green

Products as a major purchasing decision.More work needs to be done by

companies to integrate theenvironmental attributes of their products into their

marketing efforts.

Despite the fact that there are major differences between thevarious product

categories and although the survey does not makecomparisons between the product

categories, one product performedexceptionally well - the Lenovo L244 0x wide

monitor. It is far aheadof the competition by being PVC and BFR-free (albeit

allowing anunacceptably high limit of 900 ppm bromine and chlorine) and also

freeof phthalates, antimony and beryllium. Furthermore, it uses postconsumer

recycled plastic for nearly 30% of its plastic parts andhas a LED backlit display,

which negates the use of mercury andimproves energy efficiency.


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Summary of Survey results

Desktop Computers

Lenovo takes first place with its ThinkCentre 58/58p model last year, The Fujitsu

Siemens Esprimo E7935 E-Star 4 is only one-tenth of a point behind in second

place. The products submitted by Dell and Hewlett Packard did not reach the 5

points half-way mark, and Acer, who did not take part in the survey last year,

scored well below 4 points and finds itself in last place. Unfortunately, no desktop

(or notebook) computer submitted is entirely PVC or BFR-free, which means that

computers still lag behind other product categories when it comes to the use of

hazardous chemicals.

Rank Model Points

1 Lenovo ThinkCentre 58/M58p 5.88

2 Fujitsu Siemens Esprimo E7935 E-Star 4 5.73

3 Dell Studio Hybrid 4.86

4 Hewlett Packard dc7900e USDT 4.73

5 Acer Veriton M678G 3.31


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Notebook computers

Toshiba takes the top spot with its Portege R600, beatingHewlett Packards

Elitebook 2530p by a narrow margin. Whilethe Hewlett Packard product scoresmuch higher in the lifecyclecategory, Toshiba is ahead of everyone else when it

comes to theelimination of toxic chemicals. These are the only products that

scoreabove 5 points out of a maximum possible 10. The Lenovo X300 isin third

place, followed by the Apple MacBook Pro. Sony, which lastyear had the highest-

scoring product in this category, is ranked fifth.Neither Panasonics or Acers

reached the 4 points mark.

Rank Model Points

1 Toshiba Portege R600 5.57

2 Hewlett Packard Elitebook 2530p 5.48

3 Lenovo X300 4.68

4 Apple Mac book 4.41

5 Sony VGN-Z11WN/B 4.20

6 Acer TravelMate 6293 3.44


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Mobile Phones

All the mobile phones submitted to the survey score within onepoint of each other,

but the lead goes to the Samsung Blue Earth is one of the best Solar Powered

mobile phones available in the market. The Sony Ericsson C901 GreenHeart and

LG Pop GD510 Evolve are ranked second andthird respectively, with only one-

tenth of a point separating them,while the Motorolla W233 Renew and Sony VGN-

Z11WN/B stay just short ofthe half-way 5 points mark this is still less than one

point behindthe leader. A major step has been made in the use of chemicals,with

all but the LG phone claiming to be PVC-free and Samsungs

phone being free of BFRs, well below the commonly used socalledhalogen-free

industry limit of 900ppm bromine.

Rank Model Points

1 Samsung Blue Earth 5.45

2 Sony Ericsson C901 GreenHeart 5.20

3 LG Pop GD510 5.00

4 Motorolla W233 Renew 4.88

5 Sony VGN-Z11WN/B 4.61


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Smart phones/PDAs

Nokias 6210 Navigator secures first place in this category, ahead of the Sony

Ericsson G900. Both models are PVC-free, but Nokia gets more points due to

better energy efficiency and the products lifecycle. Hewlett Packards iPAQ is

third, ahead of the Blackberry Pearl, which lost a lot of points in the lifecycle

criteria and for poor energy efficiency, and did not even meet the Energy Star

standard. Hewlett Packards PDA lagged in the area of hazardous chemicals phase

out.

Rank Model Points

1 Nokia 6210 Navigator 5.20

2 Sony Ericsson G900 4.80

3 Hewlett Packard iPAQ 910 4.20

4 RIM Blackberry Pearl 8130 3.50


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Computer Monitor

The clear winner and the highest-scoring overall product is the Lenovo L2440x

widescreen monitor, being free of PVC and BFRs as well as other chemicals such

as beryllium and antimony. No other monitor submitted has eliminated the use ofPVC and BFRs, although Lenovos definition of free allows use of BFRs and

PVC up to a limit of 900ppm bromine or chlorine. The Fujitsu Siemens

SCENICVIEW P22W-5 ECO gets second place and has eliminated the use of

beryllium and also uses zero watts of energy in sleep and stand-by modes. Third

and fourth places are taken by Samsungs and LG Electronics products, which

scored highly in energy efficiency. The products submitted by Hewlett Packard

and Dell also scored more than 5 points, but Acers fell short,particularly in the

lifecycle criteria.

Rank Model Points

1 Lenovo L2440x wide 6.90

2 Fujitsu Siemens SCENICVIEW P22W-5 ECO 6.33

3 Samsung 2443BW 5.89

4 LG Electronics W2252TE 5.74

5 Hewlett Packard L1950g 5.48

6 Dell E2009W 5.13

7 Acer V194HQ 4.29


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SWOT ANALYSIS

STRENGTHS

1. I.T Marketers get access to new markets and gain an advantage overcompetitors that are not focusing on Greenness.

2. Marketers can charge a premium on I.T Products that are seen as more eco-responsible.

3. I.T Organizations that adopt Green Marketing are perceived to be moresocially responsible.

4. Green marketing builds brand equity and wins brand loyalty among I.TCustomers.

WEAKNESS

1. Most I.T Customers choose to satisfy their personal needs before caring forenvironment.

2. Over emphasizing Greenness rather than customer needs can prove devastating

for any I.T Product.

3. Many I.T Customers keep away from products labeled Green because they seesuchlabeling as a marketing gimmick, and they may lose trust in an organization

that suddenly claims to be Green.


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OPPORTUNITIES

1. Marketing to segment which are becoming more environmentally aware andconcerned. These consumers are demanding products that conform to these new

attitudes.

2. I.T Organizations perceive Green Marketing to be a competitive advantage,relative to the competitors. Firms, therefore, strive to improve upon their

societal awareness. This complements the increase in consumers socially

conscious behavior and will therefore give them an advantage over competitors

who do not address these issues.

THREATS

1. Uncertainty as to the environmental impact of present activities, including that

is perceived to be less environmentally harmful.

2. Uncertainty as to which Green Marketing of I.T Products activities areacceptable from a government perspective.

3. The possibility of a backlash from consumers or government based on existingI.T Product Green Marketing claims, threat one and two above may cause

backlash to arise.


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CONCLUSION

Green Marketing of I.T Products do not strengthen companys image in the mind

of respondents that is very much clear from trustworthiness of green claims andcertainly it do not have positive image of the organization in the minds of the

respondents. It was observed that the respondents who were more proactive with

the environmental behavior have positive attitude towards Green Advertisements.

It means green advertisements have positive impact on only those who are already

practicing it. Rest of the respondents who were passive had very less impact on

their buying behavior. This is the crucial aspect that needs to be changed so that

they can have positive impact on all the target market which will have an effect on

their buying behavior. The result of the study indicate that the advertisements not

reflected the companies level of greenness and the proposition that green

advertising reflects environmentally sound strategic and structural level decisions.

Green Marketing of I.T Products covers more than a firm's marketing claims.

While firms must bear much of the responsibility for environmental degradation,

the responsibility should not be theirs alone. Ultimately Green Marketing requires

that consumers want a cleaner environment and are willing to "pay" for it, possibly

through higher priced goods, modified individual lifestyles, or evengovernmental

intervention. Until this occurs it will be difficult for firms alone to lead the green

marketing revolution. Having said this, it must not be forgotten that the industrial

buyer also has the ability to pressure suppliers to modify their activities. Thus anenvironmental committed I.T Organization may not only produce goods that have

reduced their detrimental impact on the environment, they may also be able to

pressure their suppliers to behave in a moreenvironmentally "responsible" fashion.

Final consumers and industrial buyers also have the ability to pressure

organizations to integrate the environment into their corporate culture and thus

ensure all organizations minimize the detrimental environmental impact of their

activities. Thus Green Marketing should look at minimizing environmental harm,

not necessarily eliminating it.


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Green Marketing of I.T Products should not neglect the economic aspect of

marketing. Marketers need to understand the implications of green marketing. If

you think customers are not concerned about environmental issues or will not pay a

premium for products that are more eco-responsible, think again. You must find an

opportunity to enhance you product's performance and strengthen your customer's

loyalty and command a higher price. Green marketing is still in its infancy and a

lot of research is to be done on I.T Green marketing to fully explore its potential.

So, if today's successful I.T Marketing is about appealing to personal values and

delivering consumer empowerment, then surely the time is right to inject

sustainable development into the marketing mix to help address some of the gritty

issues presently faced by our planet.Green marketing of I.T Products methods may

produce highly effective results if used cautiously and with integrity.


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RECOMMENDATIONS

Finite resources will become scarcer and more expensive ifI.T businesses do not

become more efficient in using resources it will have ahuge impact on the bottom

line. Investing in Green Products thus changes from beyond doinggood to

ultimately good business sense.Thus they should:Invest in Research and create clean and environment friendly I.T Products.

Recycle at every level.

Move towards Paper less office.

Pioneering Technology Innovations.

Educate masses of the environment issues because they are going to be thebulkconsumers.

Socially responsible investing in environment driven projects.

Plant more and more Trees.

The I.T Corporations must rethink:Their raw material and procurement strategies.

They should develop new productsThey should redesign existing products and service.

They should realize that pollution prevention can be a cost saving activity.

They should steer their product and packaging designs to use less material.


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FUTURE PROSPECTS

As 21st century belongs to Computers, Gizmos and Electronic items, energy issues

will get a serious ring in the coming days, as the public debate on carbonemissions, global warming and climate change gets hotter. If we think computers

are nonpolluting and consume very little energy we need to think again. It is

estimated that out of $250 billion per year spent on powering computers

worldwide only about 15% of that power is spent computing- the rest is wasted

idling. Thus, energy saved on computer hardware and computing will equate

tonnes of carbon emissions saved per year. Taking into consideratio

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Green Marketing of I.T Products