Upload
nitesh-kumar
View
233
Download
0
Embed Size (px)
Citation preview
8/13/2019 Nitesh Kumar 2012095 Desertation Report
1/78
(A Dissertation Report)
ON
To study the effect of various strategies adopted by different companies toimplement reen Marketing
Submitted in partial fulfillment of the requirements of the course
POST GRADUATE DIPLOMA IN MANAGEMENT
(Session: 2012-2014)
Faculty Guide
PROF. ROLI RAGHUVANSHI
Submitted By
NITESH KUMAR
Roll No.2012095PGDM (2012-2014)
Plot No. 53, Knowledge Park-V, Greater Noida-201306
8/13/2019 Nitesh Kumar 2012095 Desertation Report
2/78
8/13/2019 Nitesh Kumar 2012095 Desertation Report
3/78
EXECUTIVE SUMMARY
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 the National Association of Attorneys-General have developed
extensive documents examining green marketing issues.
American Marketing Association Define: - Green marketing is the marketing of products that are
presumed to be environmentally safe.
Thus green marketing incorporates a broad range of activities including
product modification, changes to the production process, packaging changes, as well as modifying advertising
Other similar terms used are Environmental Marketing and Ecological Marketing
To succeed, any green strategy must fulfill three criteria.
Firstly, it must be a sustainable and credible programmed, which brings real benefits tothe environment.
Secondly, it must deliver sound economic ROI and competitive advantage to thebusiness.
Finally, it must be supported by relevant green messages, which resonate with customersand prospects
Basically the main aim of the project is to analyze the developments which are taking place
throughout the world to promote green products and green marketing.
8/13/2019 Nitesh Kumar 2012095 Desertation Report
4/78
ABSTRACT
In today's business world environmental issues plays an important role in marketing. All most all
the governments around the world have concerned about green marketing activities that they
have attempted to regulate them. For example, in the United States (US) the Federal Trade
Commission and the National Association of Attorneys-General have developed extensive
documents examining green marketing. There has been little attempt to academically examine
environmental or green marketing. It introduces the terms and concepts of green marketing,
briefly discuss why going green is important and also examine some of the reason that
organizations are adopting a green marketing philosophy. It also focuses some of the problems
with green marketing.
It identifies the key to successful green marketing:
Credibility Publicize stories of the companys and employees green initiatives. Enter environmental awards programs to profile environmental credentials to customers
and stakeholders.
Never overstate environmental claims or establish unrealistic expectations.It also tells about Why Are Firms Using Green Marketing
Organizations perceive environmental marketing to be an opportunity that can be used to achieveits objectives
Organizations believe they have a moral obligation to be more socially responsible Governmental bodies are forcing firms to become more responsible Competitors' environmental activities pressure firms to change their environmental marketing
activities
Cost factors associated with waste disposal, or reductions in material usage forces firms tomodify their behaviorThis report also stresses upon the effect of green marketing on the consumers. Green
marketing isn't just a catchphrase; it's a marketing strategy that can help you get more customers
and make more money. But only if you do it right.
8/13/2019 Nitesh Kumar 2012095 Desertation Report
5/78
INTRODUCTION
According to the American Marketing Association, green marketing is the marketing of products
that are presumed to be environmentally safe. 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 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 and Ecological Marketing. The legal implications of marketing claims call for
caution. Misleading or overstated claims can lead to regulatory or civil challenges. In the USA,
the Federal Trade Commission provides some guidance on environmental marketing claims.
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" Thus green marketing incorporates a broad range of activities,
including product modification, changes to the production process, packaging changes, as well as
modifying advertising.
My definition which encompasses all major components of other definitions is: "Green or
Environmental Marketing consists of all activities designed to generate and facilitate anyexchanges 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 that is "All activities
designed to generate and facilitate any exchanges intended to satisfy human needs or wants".
8/13/2019 Nitesh Kumar 2012095 Desertation Report
6/78
So, in simple terms Green marketing refers to the process of selling products and/or services
based on their environmental benefits. Such a product or service may be environmentally
friendly in itself or produced and/or packaged in an environmentally friendly way.
The obvious assumption of green marketing is that potential consumers will view a product or
service's "greenness" as a benefit and base their buying decision accordingly. The not-so-obvious
assumption of green marketing is that consumers will be willing to pay more for green products
than they would for a less-green comparable alternative product - an assumption that has not
been proven conclusively, specially the mild effect which it had had on consumers has washed
away by the present recession (2008-09) only.
Green marketers though argue that it is a way to use the environmental benefits of a product or
service to promote sales. Many consumers will choose products that do not damage the
environment over less environmentally friendly products, even if they cost more. With green
marketing, advertisers focus on environmental benefits to sell products such as biodegradable
diapers, energy-efficient light bulbs, and environmentally safe detergents.
People buy billions of dollars worth of goods and services every yearmany of which harm the
environment in the way they are harvested, made, or used. Environmentalists support green
marketing to encourage people to use environmentally preferable alternatives, and to offer
incentives to manufacturers that develop more environmentally beneficial products.
Importance of green marketing
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
8/13/2019 Nitesh Kumar 2012095 Desertation Report
7/78
limited resources, while satisfying consumers wants, both of individuals and industry, as well as
achieving the selling organization's objectives.
When looking through the literature there are several suggested reasons for firms increased use
of Green Marketing. Five possible reasons cited are:
Organizations perceive environmental marketing to be an opportunity that can be used to
achieve its objectives
Organizations believe they have a moral obligation to be more socially responsible
Governmental bodies are forcing firms to become more responsible
Competitors' environmental activities pressure firms to change their environmental marketingactivities
Cost factors associated with waste disposal, or reductions in material usage forces firms to
modify their behavior
Opportunities
Goals of Green Marketing
Eliminate the concept of waste. Reinvent the concept of product. Make prices reflect actual and environmental costs. Make environmentalism profitable. Bringing out product modifications. Changing in production processes. Packaging changes. Modifying advertising.
8/13/2019 Nitesh Kumar 2012095 Desertation Report
8/78
Need of Green Marketing: An Anthropological View
Issues like Global warming and depletion of ozone umbrella are the main for the healthy
survival. Every person rich or poor would be interested in quality life with full of health and
vigor and so would the corporate class. Financial gain and economic profit is the main aim of
any corporate business. But harm to environment cost by sustain business across the globe is
realized now though off late. This sense is building corporate citizenship in the business class. So
green marketing by the business class is still in the selfish anthological perspective of long term
sustainable business and to please the consumer and obtain the sanction license by the governing
body. Industries in Asian countries are catching the need of green marketing from the developed
countries but still there is a wide gap between their understanding and implementation.
Challenges in Green Marketing
NEED FOR STANDARDIZATIONIt is found that only 5% of the marketing messages from Green campaigns are entirely
true and there is a lack of standardization to authenticate these claims. There is no
standardization to authenticate these claims. There is no standardization currently in place
to certify a product as organic. Unless some regulatory bodies are involved in providing
the certifications there will not be any verifiable means. A standard quality control board
needs to be in place for such labeling and licensing.
NEW CONCEPTIndian literate and urban consumer is getting more aware about the merits of Green
products. But it is still a new concept for the masses. The consumer needs to be educated
and made aware of the environmental threats. The new green movements need to reachthe masses and that will take a lot of time and effort.
By Indias ayurvedic heritage, Indian consumers do appreciate the importance of using
natural and herbal beauty products. Indian consumer is exposed to healthy living
lifestyles such as yoga and natural food consumption. In those aspects the consumer is
already aware and will be inclined to accept the green products.
8/13/2019 Nitesh Kumar 2012095 Desertation Report
9/78
PATIENCE AND PERSEVERANCEThe investors and corporate need to view the environment as a major long-term
investment opportunity, the marketers need to look at the long-term benefits from this
new green movement. It will require a lot of patience and no immediate results. Since it is
a new concept and idea, it will have its own acceptance period.
AVOIDING GREEN MYOPIAThe first rule of green marketing is focusing on customer benefits i.e. the primary reason
why consumers buy certain products in the first place. Do this right, and motivate
consumers to switch brands or even pay a premium for the greener alternative. It is not
going to help if a product is developed which is absolutely green in various aspects but
does not pass the customer satisfaction criteria. This will lead to green myopia. Also if
the green products are priced very high then again it will loose its market acceptability
Benefits of Green Marketing
Todays consumers are becoming more and more conscious about the environment and are alsobecoming socially responsible. Therefore, more companies are responsible to consumers
aspirations for environmentally less damaging or neutral products. Many companies want to
have an early mover advantage as they have to eventually move towards becoming green.
Some of the advantagesof 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 companies 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 anenvironmentally responsible company.
8/13/2019 Nitesh Kumar 2012095 Desertation Report
10/78
Golden Rules of Green Marketing
1. Know Your Customer: Make sure that the consumer is aware of and concerned aboutthe issues that your product attempts to address, (Whirlpool learned the hard way that
consumers wouldnt pay a premium for a CFC-free refrigerator because consumers dint
know what CFCs were.).
2. Empower Consumers:Make sure that consumer feel. By themselves or in concert withall 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.
3. Be Transparent: Consumers must believe in the legitimacy of the product and thespecific claims made in regard.
4. Reassure the Buyer:Consumers must be made to believe that the product performs thejob its supposed to do-they wont forego product quality in the name of the environment.
5. Consider Your Pricing: If youre charging a premium for your product-and manyenvironmentally preferable products cost more due to economies of scale and use of
higher-quality ingredients-make sure those consumers can afford the premium and feel
its worth it.
6. Thus leading brands should recognize that consumer expectations have changed.Itis not enough for a company to green its products; consumers expect the products that
they purchase pocket friendly and also to help reduce the environmental impact in their
own lives too.
8/13/2019 Nitesh Kumar 2012095 Desertation Report
11/78
Green Logistics
Is in the process of coming onto corporate radar screens, but companies need to see a cause and
effect on profitability before they commit much more than superficial efforts toward green
logistics. Everyone knows how important this is, but market analysts and investors likely wont
add much about green logistics into the plus column until it starts to impact overall
profitability.
It continues activity and hype around green supply chains. From a supply chain perspective,
most companies are focusing on the low-hanging fruit: optimizing their transportation
operations, LEED certified buildings, minimizing/eliminating packaging, and considering
carbon-footprint in network design (Llama soft, Ilog, Infor, Carbon View, Maersk Logistics, and
IBM all have solutions in this area). However, a lot more work is required on the standards front,
which is starting to occur. Also, in my opinion, large-scale progress in this area wont occur in
the US and elsewhere without government intervention (e.g., regulations, tax/financial
incentives, etc).
GREEN WASHING
In spite of its growing popularity, the green marketing movement faced serious setbacks in the
late 1980s because many industries made false claims about their products and services. For
instance, the environmental organization Corp Watch , which issues annually a list of the top ten
"green washing" companies, included BP Amoco for advertising its "Plug in the Sun" program,
in which the company installed solar panels in two hundred gas stations, while continuing to
aggressively lobby to drill for oil in the Arctic National Wildlife Refuge. Green marketing can be
a very powerful marketing strategy though when it's done right. In a similar kind of case Chadsgreen marketing campaign bombed because he made the mistake of packaging his
environmentally friendly product in Styrofoam, emitting CFCs.
Without environmental labeling standards, consumers could not tell which products and services
were truly beneficial. Consumers ended up paying extra for misrepresented products. The media
8/13/2019 Nitesh Kumar 2012095 Desertation Report
12/78
came up with the term "green washing" to describe cases where organizations misrepresented
themselves as environmentally responsible. So, While green marketing was growing greatly as
increasing numbers of consumers were willing to back their environmental consciousnesses with
their dollars, it can be dangerous. The public tends to be skeptical of green claims to begin with
and companies can seriously damage their brands and their sales if a green claim is discovered to
be false or contradicted by a company's other products or practices. Thus, in other words
presenting a product or service as green when it's not is called green washing.
THE GREEN DILEMMA
The past decade has shown that harnessing consumer power to effect positive environmentalchange 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 Makeover, 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
8/13/2019 Nitesh Kumar 2012095 Desertation Report
13/78
GREEN MARKETINGADOPTION BY THE FIRMS.
Green marketing has been widely adopted by the firms worldwide and the following are the
possible reasons cited for this wide adoption:
1) OPPORTUNITIES - As demands change, many firms see these changes 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:
McDonald's replaced its clam shell packaging with waxed paper because of increased consumer
concern relating to polystyrene production and Ozone depletion.
Tuna manufacturers modified their fishing techniques because of the increased concern over
driftnet fishing, and the resulting death of dolphins.
Xerox introduced a "high quality" recycled photocopier paper in an attempt to satisfy the
demands of firms for less environmentally harmful products.
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
3. Ensure that all types of consumers have the ability to evaluate the environmental composition
of goods
Governments establish regulations designed to control the amount of hazardous wastes produced
by firms.
8/13/2019 Nitesh Kumar 2012095 Desertation Report
14/78
New Delhi, the India's capital was getting polluted gradually at a very fast pace till Supreme
Court of India forced a change of fuel on it. In 2002, a directive was issued to completely adopt
CNG in all public transport systems to curb pollution.
One of the more recent publicized environmental regulations undertaken by governments has
been the establishment of guidelines designed to "control" green marketing claims. These
regulations include the Australian Trade Practices Commission's (TPC) "Environmental Claims
in Marketing - A Guideline , the US Federal Trade Commission's (FTC) "Guides for the Use of
Environmental Marketing Claims" and the regulations suggested by the National Association of
Attorneys-General .These regulations are all designed to ensure consumers have the appropriate
information which would enable them to evaluate firm's environmental claims.
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.
4) SOCIAL RESPONSIBILITY- 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. 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.
8/13/2019 Nitesh Kumar 2012095 Desertation Report
15/78
Fund managers and corporate developers too, are taking into account the environmental viability
of the company they invest in Venture Capitalists are investing in green business because they
believe it's a growth opportunity. Britain based HSBC became the world's first bank to go carbon
neutral late last year and is now turning its 11000 buildings in 76 countries worldwide into
models of energy efficiency." our customers have told us that they decide where they shop based
on whether the business is a good neighbor ."Says David North, Tescos community director.
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. Another firm who is very environmentally responsible but does not promote this
fact, at least outside the organization, is Walt Disney World (WDW). WDW has an extensive
waste management program and infrastructure in place, yet these facilities are not highlighted in
their general tourist promotional activities.
5) COST OR PROFIT ISSUES- Firms may also use green marketing in an attempt to address
cost or profit related issues. Disposing of environmentally harmful by-products, such as
polychlorinated biphenyl (PCB) contaminated oil are becoming increasingly costly and in some
cases difficult.
Therefore firms that can reduce harmful wastes may incur substantial cost savings. When
attempting to minimize waste, firms are often forced to re-examine their production processes. In
these cases they often develop more 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.
8/13/2019 Nitesh Kumar 2012095 Desertation Report
16/78
In other cases firms attempt to find end - of - pipe solutions, instead of minimizing waste. In
these situations firms try to find markets or uses for their waste materials, where one firm's waste
becomes another firm's input of production. One Australian example of this is a firm who
produces acidic waste water as a by-product of production and sells it to a firm involved in
neutralizing base materials.
GREEN CODE
G generalizes with care. Consumer behavior will not necessarily be consistent across different
product types, and particular market segments may respond to certain issues on the green agenda
but not others.
Rremembers, the validity of a piece of market research is not related to the degree to which it
supports your preferred option.
E explores the context from which market research data comes. Be clear on the nature of the
sample used, the questions asked, the way in which responses were recorded and the time and
place from which the responses come
Eensures that where market research is crossing international borderlines, that the terminology
and interpretation remains consistent. Terms like environment, green and conservation do
not always translate precisely between languages.
Nneutrality 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.
8/13/2019 Nitesh Kumar 2012095 Desertation Report
17/78
GREEN MARKETING MIX
PRODUCT
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 products on the market that support sustainable developments
are:
Products made from recycled goods, such as Quick N Tuff housing materials made fromrecycled broccoli boxes.
Products that can be recycled or reused. Efficient products, which save water, energy or gasoline, save money and reduce
environmental impact.
Products with environmentally responsible packaging, McDonalds, for example, changedtheir packaging from polystyrene clamshells to paper.
Products with green labels, as long as they offer substantiation. Certified products, which meet or exceed environmentally responsible criteria. Organic products-many customers are prepared to pay a premium for organic products,
which offer promise of quality. Organic butchers, for example, promote the added
qualities such as taste and tenderness.
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.
8/13/2019 Nitesh Kumar 2012095 Desertation Report
18/78
PRICE
Pricing is the critical element of the marketing mix. Most customers will only be prepared to pay
a premium if there is a perception of additional product value. This value may be improved
performance, function, design, visual appeal or taste. Environmental benefits will be often be the
deciding 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, for example fuel-efficient vehicles, water efficient printing
and non-hazardous products.
PLACE
The choice of where and when to make products available will have significant impact on the
customers you attract. Very few customers go out of their way to buy green products merely for
the sake of it. Marketers looking to successfully introduce new green 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-storepromotions and visually appealing displays or using recycled materials to emphasize the
environmental and other benefits.
PROMOTION
Promoting products and services to target markets include paid advertising, public relations,
sales promotions, direct marketing and on-site promotions. Smart green marketers will be able to
reinforce environmental credibility by using sustainable marketing and communication tools and
practices. For example, many companies in the financial 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.
8/13/2019 Nitesh Kumar 2012095 Desertation Report
19/78
Retailers, for example are recognizing the value of alliances with other companies,
environmental groups and research organizations. When promoting their environmental
commitment to reduce the use of plastic bags and promote their green commitment, some
retailers sell shopping bags and promote their green commitments.
Moving Towards Green Marketing
The era of green marketing has begun. It has already been granted wide acceptance by all
stakeholders. However, there is a need to lay down the standards and practices, in order to bring
in objectivity in the judgment of various national and international agencies. This will not only
encourage the activities of green marketing but shall also provide the much needed level playing
fields to all.
DEVELOPMENT OF ISO 14000 SERIES OF STANDARDS.
ISO has been developed to help any company in any country to meet the goal of sustainable
development and environmental friendliness. The ISO 14000 family of standards( i.e. ISO
14001, 14004, 14010, 14011 and 1412) were published as an official document in 1996.
The ISO series aims to provide guidance for developing a comprehensive approach to
environmental management and for standardizing some key environmental tools of analysis such
as labeling and life cycle assessment.
ECO-LABELING INITIATIVES
Eco label provide information regarding the environmental performance of products. The
objective of eco-labeling is to provide authentication to genuine claims regarding the
environmental impact of products and processes by manufacturers.
In India the government has introduced the eco-mark schemesince 1981. The objectives of the
scheme are:
To provide incentives to manufacturers and importers to reduce the adverseenvironmental impact of products.
8/13/2019 Nitesh Kumar 2012095 Desertation Report
20/78
To reward genuine initiatives by companies to reduce adverse impact of environmentalimpact of products.
To assist consumers to become environmentally responsible in their daily lives byproviding them information to take account of environmental factors in their daily lives.
To encourage citizens to purchase products which have less environmental impact.
ECO-LABELLING SCHEMES IN INDIA
The Ministry of environment and forest of government of India has prescribed the following
criteria for products:
That they cause substantially less pollution than comparable products in production,usage and disposal,
That they are recycled and/or recyclable whereas comparable products are not. That they contribute to a reduction on adverse environmental health consequences. That they comply with laws, standards and regulations pertaining to the environment. That their price is not exorbitantly higher than comparable products.
ECO-MARK IN INDIA
Under the concept, products which are less harmful to the environment or have benign impact on
environment through the various stages of development-manufacture, packaging, distribution,
use and disposal or recycling may be awarded the Eco-Mark.
An earthen pot has been chosen as the logo for Eco-Mark scheme in India. The familiar earthen
pot has renewable resource like earth, does not produce hazardous waste and consume little
energy in making. As a symbol it puts across its environmental message. Its image has the
ability to reach people and help to promote a greater awareness of the need to be kind to the
environment. The logo Eco-Mark scheme signifies that the product which carries it does least
damage to the environment.
8/13/2019 Nitesh Kumar 2012095 Desertation Report
21/78
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 losing
customers, employees and shareholders. It has become almost a necessity to maintain a green
lifestyle.
The possibility of oceans rising and claiming coastal lives, climate change, and polluted air and
water are beginning to gain momentum towards the green movement.
Today there is an increasing concern among the business houses towards the challenges poised
by the environment. Green consumerism is playing a catalytic role to bring in environmentalism
and 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 ABB, MUL, Ranbaxy 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.
Linking brands with environmental causes to create goodwill. Introducing entirely new range of products explicitly designed to appeal environmentally
conscious consumers.
8/13/2019 Nitesh Kumar 2012095 Desertation Report
22/78
For business houses seeking environmental sustainability, green supply chain management
(GSCM) has emerged as a vital tool. Green supply is attracting a particular interest among
researchers 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 the
customers and most importantly end of life product management after its proper usage.
The major areas addressed by GSCMare:
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 thesuppliers.
While in the logistics, JIT or Quality Management conjoins with environmental criterion.
The business enterprises can have several benefits by greening their supply chain. Some of them
are:
Risk Reduction and Adapting of Regulation:Enterprises with green practices of SCMcan keep themselves free of being prosecuted due to unethical and anti-environmental
practices.
Sustainability of Resources: The greening of SCM helps in effective utilization ofenterprise resources. The enterprises shall purchase green input resources for
environment friendly production process to produce eco friendly outputs.
Production Process and Competitive Advantage:GSCM helps the business houses inpositioning 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.
8/13/2019 Nitesh Kumar 2012095 Desertation Report
23/78
Cost Reduction and Increased Efficiency: Effective utilization of GSCM may fetchreduction of transaction cost as well as promote recycling of raw materials. Moreover the
production of hazardous substances can be engraved, which may avert enterprises from
being penalized for violating environmental clauses.
Stakeholders in Green Marketing
They are all the people or groups whose lives or environment are affected by the project, but who
receive no direct benefit from it. These can include the teams families, people made redundant
by the changes introduced, people who buy the product and the local community.
FRAMEWORK FOR PROPER IDENTIFICATION OF STAKEHOLDERS
Identifying appropriate stakeholders Specifying the nature of their interests Measuring the stakeholder interest Predicting what each stakeholders future behavior will be to satisfy his/her stake Evaluating the impact of the expected behavior on the project teams latitude in
managing the project politics.
8/13/2019 Nitesh Kumar 2012095 Desertation Report
24/78
PRESENT TRENDS IN GREEN MARKETING IN INDIA
Organizations Perceive Environmental marketing to be an Opportunity that can beused to achieve its objectives.
Firms have realized that consumers prefer products that do not harm the natural
environment as also the human health. Firms marketing such green products are
preferred over the others not doing so and thus develop a competitive advantage,
simultaneously meeting their business objectives.
Organizations believe they have a moral obligation to be more socially responsible.This is in keeping with the philosophy of CSR which has been successfully adopted by
many business houses to improve their corporate image.
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 Firms to Become More ResponsibleIn most cases the government forces the firm to adopt policy which protects the interests
of the consumers. It does so in following ways:
Reduce production of harmful goods or byproducts 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
8/13/2019 Nitesh Kumar 2012095 Desertation Report
25/78
Competitors Environmental Activities Pressure Firms to change theirEnvironmental Marketing Activities
In order to get even with competitors claim to being environmentally friendly, firms change
over to green marketing. Result is green marketing percolates entire industry.
Cost Factors Associated With Waste Disposal or Reductions in Material UsageForces Firms to Modify their Behavior
With cost cutting becoming part of the strategy of the firms it adopts green marketing in
relation to these activities. It may pursue these as follows:
A Firm develops a technology for reducing waste and sells it to other firms. A waste recycling or removal industry develops.
Corporate Environmental Management, Strategy and Practices
Environmental Management
There are three categories of Environmental Management
Crisis-oriented Cost-oriented, and Enlightened
The firms with crisis-orientedmanagement handle environmental conflicts on a fire-fighting
basis. These firms have no environmental policy strategy for compliance with laws and
regulations and have no separate environmental unit in the firm.
The firms with cost-orientedmanagement accept environmental regulations as a cost of doing
business, and make efforts to comply with them as efficiently as possible. These firms establish
company policy, separate units, and procedures for environmental compliance.
8/13/2019 Nitesh Kumar 2012095 Desertation Report
26/78
The most important factors that led towards the development of enlightened environmental
management are: strong commitment of the top corporate responsibility for the environment can
affect short-term as well as long-term profits; and the realization of the fact that costs for
environmental responsibility can be minimized and even some profits can be made.
Five development stages of environmental management as given below:
The beginnerwho provides no protection from environmental risk
The fire-fighterwho provides minimal protection
The concerned citizenwho provides moderate protection
The pragmatistwho provides comprehensive protection
The pro-activistwho provides maximum protection
GREEN HOUSE AS REDUCTION MARKET
The emerging greenhouse gas reduction market can potentially catalyze projects with important
local environmental, economic, and quality-of-life benefits. The Kyoto Protocols Clean
Development Mechanism (CDM), for example, enables trading between industrial and
developing nations, providing a framework that can result in capital flows to environmentally
beneficial development activities. Although the United States is not participating in the Kyoto
Protocol, several US programs enable similar transactions on a voluntary and regulatory basis.
While international trade in greenhouse gas reductions holds substantial promise as a source of
new funding for sustainable development, this market can be largely inaccessible to many
smaller-scale projects, remote communities, and least developed localities. To facilitate
participation and broaden the benefits, several barriers must be overcome, including: a lack of
market awareness among stakeholders and prospective participants; specialized, somewhat
complicated participation rules; and the need for simplified participation mechanisms for small
projects, without which transaction costs can overwhelm the financial benefits of participation. If
8/13/2019 Nitesh Kumar 2012095 Desertation Report
27/78
8/13/2019 Nitesh Kumar 2012095 Desertation Report
28/78
The New Green Revolution
Global Warming is the phenomenon of increase in Earths temperature caused by burning of
fossil fuels and other pollutants in the air. As per the predictions by IPCC (Intergovernmental
Panel on Climate Change) it is predicted that the global temperature is likely to increase by 1.1 to
6.4 degrees Celsius between 1990 to 2100.
The key causes of global warming are summarized below:
Carbon dioxide emitted from the Power Plants, Cars, airplanes and other industries. Methane emitted from landfill, petrochemical factories and steel and fertilizer plants. Nitrogen dioxide emitted from waste combustion, agriculture water pollution and
sewage.
Other harmful gases emitted by industries, and manufacturing units, which are causingdepletion of Earths ozone, layer.
Deforestation is another major contributor towards global warming. The destruction oftropical forests is throwing millions of tons of carbon dioxide into the atmosphere. These
forests are the main source of absorption of carbon dioxide, which we are losing at a
great speed each year with increased deforestation.
For a long time now the effect of mans industrialization and technological progress ha s quietly
yet continuously eked away at the delicate balance of the planets atmosphere and ecosystem, but
within the last 30 or so years the place of this damage has markedly accelerated.
It is presently estimated that 700 tons of carbon dioxide are pumped into the earths atmosphere
every second of the day. Carbon dioxide is the chief contributor to the greenhouse gases. It is
these greenhouse gases, which cause global warming.
8/13/2019 Nitesh Kumar 2012095 Desertation Report
29/78
Green WarmingProposed Solution
The solution to this problem lies in Going Green in our thoughts, behavior and actions.
The consumers and corporations need to focus on clean and environment friendly products and
services. To elaborate on the Green terminology:
1. Green Productis non-toxic and is made from recycled material. There is no absolutegreen product. However the products, which consume less energy, cause less pollution
and are biodegradable, belong to this category. Thus Green is a relative term.
2. Green Service fulfills the philosophy of sustainable development, improving andmaintain the quality of life for people without compromising the environment.
3. Green washing is the process of making products and services Green in all respects.
To make products and services green the businesses need to focus on bringing the green in
various aspects such as:
Supply Chain Packaging
Raw Material Product Innovations
It is not enough just to develop a brand or a logo, or invest in an advertising campaign, and then
position a product as Green before consumers.
Like any other new concept, marketers must first educate the public about going green, ensure
product credibility, and establish trust. Moreover, since Green aspect of the product is not a
tangible attribute that the consumers receive the consumer has to be convinced about the benefits
of the green benefits of the product.
It is also important to understand how companies across the globe are innovating and creating
Green products.
8/13/2019 Nitesh Kumar 2012095 Desertation Report
30/78
GREEN RAW MATERIAL
This refers to using recycled material or using material, which does not have a negative impact
on natural resources like resulting in problems such as deforestation and pollution.
Example: Gridcore Systems International demonstrated the use of Recycled Building
Material. The company was looking for an alternative building material in-order to reduce the
impact on environment. While researching they discovered space board, a new type of building
panel developed by the Forest Products laboratory. Space board can be manufactured from
various recycled or agricultural fibers, and due to a honeycomb the interior design is just as
strong as and several times lighter than conventional fiberboard.
GREEN IN MANUFACTURING
This focuses on using renewable energy for production and minimizing air and water pollution
during the manufacturing process.
Example: Energy Star is helping businesses and consumers save money and check pollution.
Energy star has its own pre defined parameters and gadgets which conform to the energy
efficiency standards. The businesses that join hands with energy star sign an MOU and upgrade
their facility as per the requirement outlined by Energy Star. There are about 2,400 corporations,
hospitals, schools and other organizations, which are energy star compliant in the US today.
The real estate developers, architects and environmentalists across the globe are working
together to create the next wave of modern eco-friendly projects: green buildings and
manufacturing facilities. They are using energy conservation appliances and recycling building
products and water harvesting techniques in their projects.
8/13/2019 Nitesh Kumar 2012095 Desertation Report
31/78
GREEN IN PRODUCT DEVELOPMENT
This refers to either environment friendly or environment efficient products as demonstrated by
the following examples.
Example: Kodaks Recyclable Camera When Kodak created its first disposable camera it also
solved the waste disposal problem by initiating a camera take back scheme during picture
processing. This not only reduced the waste disposable problem, it also saved Kodak the
manufacturing costs for new cameras. This made it completely recycled camera.
Example: Philips Earthlight Compact Fluorescent Light Bulbs With relentless efforts on
research and development the company was successful in producing compact fluorescent light
bulbs, which are the most energy efficient bulbs.
GREEN BY USING ALTERNATIVE INGREDIENTS TO REDUCE HEALTH RISKS
Example: AFM Safecoat and Safechoice Paints to meet the markets demand for non-toxic
paints, the California based company invested in Research and Development and developed a
full line of non-toxic coatings, paints, stains and adhesives.
GREEN IN SUPPLYCHAIN
Example: McDonalds is often blamed for polluting the environment because much of their
packaging finishes up as roadside waste. It must be remembered that it is the uncaring consumer
who chooses to dispose of their waste in an inappropriate fashion.
With the intent to cut costs and work on eco-friendly image and practices McDonalds tried to
reduce the amount of material disposed by its stores. McDonalds asked the supplier to do away
with the cartons for napkins. The supplier suggested a better way and came up with dimpling
pattern on napkins, which enabled the supplier to pack 25% more napkins in one box and
reduction in shipping cost accordingly. McDonalds also allied with Environment Defense Fund
8/13/2019 Nitesh Kumar 2012095 Desertation Report
32/78
(EDF) and created a waste reduction plan. It also made a Paper Task Force to focus on paper
waste reduction and better solid waste management.
Some food chain retailers are working on Green Procurement program to help purchasing
officers to buy products and services that have a lower environmental impact than comparable
products and services.
GREEN IN PACKAGING
Packaging is a key element of marketing mix for promoting Green washing. It can also be an
effective tool to display the Green component of the product.
Natural Package for a Natural Product
When creating product materials, markets need to remember that a Green product is appealing
to consumers for its benefits to the environment and for its roots in natural resources. There
should be a consistent look for the product package, or materials that appear natural, not glossy
or extravagant.
Green consumers tend to appreciate consistence in package and product. They will appreciate
the usage of recycled paper and other environment friendly materials. That will help
manufacturers/suppliers gain customer loyalty and product credibility.
Third Party Certification Seal on Package
In order to win consumer trust and for product credibility many companies go in for a third party
certification. This helps build trust and acceptability by the consumer.
A third party seal guarantees the consumer that the product fulfills its promise and is true to his
claim. One such third party in the USA is the Green-e Program of the Center for Resource
Solutions. Certification provides an independent third-party review of the program similar to the
8/13/2019 Nitesh Kumar 2012095 Desertation Report
33/78
ISO 9000 or CMMI Six Sigma level of certifications, which mat help build consumer
confidence. Once a green product earns certification, they can publicize this achievement and
promote their certification through the use of the Green-e logo on their marketing materials and
website.
GREEN IN SERVICES
With increased demand for value-based marketing, there is also growing demand of Green
services. Global customers are not only interested in cost cutting through outsourcing but are
also looking for energy efficient IT operations.
Example: ITC Infotech is a good example to understand how to package the services Green
ITC Infotech is a Bangalore based independent Subsidiary of ITC Ltd. At corporate level ITC is
working to establish itself as a carbon free company. The company is working on Triple Bottom
Line i.e. social, economic and environmental capital. The company is involved in many
community driven initiatives. It is one of the 10 companies globally and first one from India to
start publishing sustainability report in compliance with G3 guidelines of Global Reporting
Initiative. The company is investing in large-scale plantations to wash away its carbon positive
image. It is also focusing on water harvesting and working towards zero solid waste by
recycling.
36 Cigarette warehouses were converted to make ITC Infotechs global development campus in
the heart of Bangalore. The company has used recycled material and virtualization tools for
optimizing energy usage in its data centers. It is also working on digital infrastructure to connect
the rural farmers to the Internet using solar panels for power, so that the Indian farmers can get
information on crop research and monitor weather trends. The company is using these as a
service differentiator and positioning itself as Green service Provide. The corporate image of ITCLtd. is further enhancing the True Green Image.
8/13/2019 Nitesh Kumar 2012095 Desertation Report
34/78
Green Strategy Formulation
As in formulation of green strategy, a firm may evolve it from a SWOT analysis or
Environmental Audit.
SWOT ANALYSIS
STRENGTHS
1. Marketers get access to new markets and gain an advantage over competitors that are notfocusing on greenness.
2. Marketers can charge a premium on products that are seen as more eco-responsible.3. Organizations that adopt green marketing are perceived to be more socially responsible.4. Green marketing builds brand equity and wins brand loyalty among customers.
E.g. research and development capabilities for clean processes and green products and human
resources committed to environmental protection.
WEAKNESS
1. Most customers choose to satisfy their personal needs before caring for environment.2. Overemphasizing greenness rather than customer needs can prove devastating for a
product.
3. Many customers keep away from products labeled Green because they see suchlabeling as a marketing gimmick, and they may lose trust in an organization that suddenly
claims to be green.
E.g. products cannot be recycled, and hazardous wastes) of a company.
8/13/2019 Nitesh Kumar 2012095 Desertation Report
35/78
OPPORTUNITIES
1. Marketing to segment which are becoming more environmentally aware and concerned.These consumers are demanding products that conform to these new attitudes.
2. Organizations perceive green marketing to be a competitive advantage, relative to thecompetitors. 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.
E.g. offering an environmental friendly product and saving resources, and relating them to
internal strengths.
EXTERNAL THREATS
1. Uncertainty as to the environmental impact of present activities, including that isperceived to be less environmentally harmful.
2. Uncertainty as to which green marketing activities are acceptable from a governmentperspective.
3. The possibility of a backlash from consumers or government based on existing greenmarketing claims, threat one and two above may cause backlash to arise.
E.g. competitors gain market shares with green products and increased environmental
regulations).
ENVIRONMENTAL AUDIT
It is a management tool which can be used to assess the environmental performance of thecompany and its units and to identify the weak points. EA is comprised of a systematic,
documented, periodic and objective environmental performance evaluation and facilities.
8/13/2019 Nitesh Kumar 2012095 Desertation Report
36/78
In Search of Market Segments for Green Products
The green issue, more than any other, will affect most companies prospects in 2010 and
beyond. Responding to the growing interest in the environment companies such as Toyota, ITC,
Orchid, Jet Airways have utilized the sentiment of environmental 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 solid waste and protect the green environment.
Currently, 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. In
India, for example, 12 to 15 million potential green consumers can be expected. While Indians
have been slow in responding to the green movement, a survey by TERI of 500 packaging
executives found that 48% agreed that consumers are willing to accept price increase for
environment friendly packaging.
Undoubtedly, the consuming public is an important and large target segment for green goods and
services. 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. P&G
introduced Spic & Span bottles that use recycled plastic). Meanwhile, other companies have
successfully carved a niche in less traditional market segments. (e.g. Waste management
companies started working in India). Therefore, for companies to have a competitive advantage
regarding the environment, they need to know their target markets are and/or who their target
markets 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
segments) may be necessary in order to effectively solve the environmental dilemma. The four
market segments include the following:
8/13/2019 Nitesh Kumar 2012095 Desertation Report
37/78
Fig: Total Market for Green Goods and Services
Four Potential market Segments
Choosing a target market is not an easy task. It requires an in-depth understanding of the total
market and its trends; companies distinctive competencies; and critical external factors such as
the competitive and regulatory environments, among others. The four segments considered are
Direct market segments. These markets are often directly targeted by other companies because
of their sales, market share or profit potential.
Segment 1: General Public or 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 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
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, companies like Xerox consider proper leverage of environmental issues a
sustainable competitive advantage.
To cite additional examples, Proctor & Gambles idea of using pouches for the Woolen Fabric,
liquid concentrated fabric softener (rather than bulky non-degradable plastic bottles) is well
Segment 1
General
Consumer
Segment 2
Government
Agencies
Segment 3
Private
Industries
Segment 4
Non Profit
Companies
8/13/2019 Nitesh Kumar 2012095 Desertation Report
38/78
accepted in India. Citizens have been promoting eco-drive watches and promoting concept of
responsible consumption of buying environmentally responsible goods.
A recent Gallup survey of trends and opinions concluded that consumers are willing to pay for
the privilege of buying green. This conclusion is quite appealing and encouraging for marketers.
While reasons for apparent change in the sentiments of consumers are unclear, some marketing
consultants offer the explanation that apart from lots of media attention such as about the CNG,
CFCs, Euro, punching holes in ozone layer, new attitude may show a more basic disenchantment
with materialism Most of the baby boom generations now have families; they are said to have
developed a new sense of social responsibility.
Segment 2: Government and its 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.N conference the government
took any serious action in addressing environmental issues in developmental planning.
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 andenvironmental 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.
8/13/2019 Nitesh Kumar 2012095 Desertation Report
39/78
Segment 3: For Profit or Private Organizations
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 preservingthe environment. According to
Scott Jay Wollins, environmental analyst for Tucker, Anthony Inc, Regulations and fear of
liability, not conventional economic forces, drive spending on the environment. Robert Keefer,
president of Environ Quest, an environmental information company, company estimates that for
every rupee spent by the government, companies will spend Rs. 5 to Rs. 10 for the
environmental cleanup.
ITC has initiated a recycling program with Bhadrapur paper Mills. The program includes
recycling of phone books which currently occupy approximately 1% of landfills. Company
anticipates that this recycling project may easily become a service they can offer to other
(publishing) companies given the possibility of a legislative mandate. LG Electronics have
introduced environmentfriendly initiatives such as rainwater harvesting, solar water heaters
for canteen applications and converting Effluent, Treatment Plant ( ETP )sludge bricks.
To further demonstrate the possibility of these markets, managers of environment oriented
companies claim that they are recession proof. According to these managers, as long as corporate
India exists, a potential and/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 Organizations
Non-Profit organizations such as hospitals, universities and other charitable institutions ( e.g.
Red Cross, Helpage India, Cry ) are also viable alternatives for companies that offer green
products. However, many (non-profit) organizations operate under very limited budgets and are
closely monitored by other regulatory agencies.
For example, several hospitals are currently re-evaluating their waste disposal systems to ensure
that these waste products are not illegally disposed. The cases on illegal waste dumping of
8/13/2019 Nitesh Kumar 2012095 Desertation Report
40/78
hospital garbage have made the (garbage) business a lucrative service of the independent
contractor.
Meanwhile, in light of the budgetary crunch in many universities, these organizations are
attempting to reduce waste as much as possible. Recycling has become part of many educational
institutions budget programs. Many universities have also hired independent consultants and/or
contractors to re-evaluate their operations and recommend waste reduction profile.
Problems associated with each market segment
Segment 1: Consumer Segment
Consumers may express more concern about the ecology, but they continues to buy large luxury
cars, relatively few recycle voluntarily, and most importantly, economic issued continue to
dominate political campaigns.
National Consumer Council (2004) points out the chronic 4/40 gap among the Indian consumers
- the fact that the 40 per cent of consumers say they would purchase green products if
available, but only 4 per cent actually do. NCC says the solution to the green market dilemma, or
at least part of it, is a combination of things; increasing consumer awareness and choice;
promoting innovative policies, accelerating demand for greener products; demand corporate
accountability; and encouraging sustainable business practices.
Researcher fail to see why people must pay a hefty premium for biodegradable baby wipes that
can be flushed down the toilet or coffee filters that aren t bleached. It raised a point in the mind
of researcher that demand for green products does exist, and people are willing to pay if they
dont feel theyre being ripped off. Bank and credit card companies persuade customers to get
paperless statements to save trees, but then charge a fee for accessing statements via software.
While competition is inevitable in any business endeavor, the presence of stricter regulations and
public policies can aggravate the situation. This emanates primarily from misleading statements
and claims of products being environment friendly. In particular, there are a number of criticisms
regarding the marketing ploy of degradable trash bags. Manufacturers claim that it is not their
8/13/2019 Nitesh Kumar 2012095 Desertation Report
41/78
fault if consumers are uniformed. Hence, consumers must interpret the degradability of these
products. Debate of this nature has led to stricter policies and governing bodies.
Segment 2: Government Segment
The bureaucracy has failed to implement laws to reduce industrial pollution in India.
Tackling Indias environment crisis is likely to be a difficult proposition for any government.
Indian government has much to do for addressing their environmental issues as compared to its
European or American counterparts requiring environmental and social assessments for entire
sectors. India does have a system of environmental impact assessments being mandatory for
most development projects.
The western Ghats are not only valuable from the point of view of the timber and non-timber
forest produce they contain, but even more so for the enormous water security they provide to
the plains in Karnataka, Kerala, Maharashtra, Goa , and Tamilnadu, not speak of their potential
genetic values. Yet none of these values integrate when decisions are taken about land use in the
Western Ghats. On the contrary, cutting trees for timber appears as a positive contribution (as
revenue) in the budget figures, and there is no corresponding debit entry on the resulting loss of
ecosystem benefits.
In India, the central government does not maintain such a centralized database and even the data
that it has on companies is not easily available to public accessibility. Moreover, within the
environmental community, there is a very little credibility in data being supplied to the
government. The government should not only provide the legislation regarding environment
and Green Marketing practices but also ensure that these are enforced. The government should
adopt carrot and stick approach for the organizations i.e. rewarding organizations with good
EMPs and imposing penalty on the erring ones. Formation of an environmental award just like
Rajiv Gandhi Quality Award would be a good step.
8/13/2019 Nitesh Kumar 2012095 Desertation Report
42/78
Segment 3: Private Industry Segment.
Within private industry, many companies are currently undertaking environmental control and
recycling programs. E.G. ITC, Philips, Electrolux, Toyota, J&J, Orchid Hotel. The
aforementioned programs and policies imply capital expenditures for their installation and
maintenance. For services involved in waste management/recycling designs as well as goods
that offer environmentally sound substitutes, considerable market opportunities are available.
Some of the companies are going to an extent that is suffering from green washing as well.
When looking through the literature there are several suggested reasons for firms increased use
of green marketing. Five possible reasons cited are: organizations perceive environmental
marketing to be an opportunity that can be used to achieve its objectives, moral responsibility to
be an opportunity that can be used to achieve its objectives, moral responsibility to be socially
responsible, governmental pressure, competitors environmental activities, and costs factors
associated with waste disposal, or reductions in material usage forces firma to modify their
behavior.
While these are compelling reasons to immediately start investing in green projects in order to
tap into this profitable segment, several changes need to be initiated. Herein lies the problem
change can be very expensive. Expenditure will be incurred when some of the existing processes
in manufacturing green goods and services have to be changed.
Segment 4: Non-Profit Organization
While not a particularly lucrative group, this segment may be especially appealing for companies
that provide recycling and waste disposal services. Since part of the green dilemma is rooted in
the reduction of waste, business connected with waste disposal will find this segment a viable
customer. However, because this segment often operates as non-profit institutions, budgetary
constraints will limit the extent to which they will be able to expend rupees for waste reduction
purposes. Nonetheless, if the trend of environment related regulatory policies continue,
hospitals and universities (among others) will have no choice but to allocate part of their budget
for waste reduction purposes.
8/13/2019 Nitesh Kumar 2012095 Desertation Report
43/78
The NGOs must work hard in hand with the central as well as state government to stop
environmental degradation such as illegal felling of trees for commercial purpose. It is suggested
that NGOs, rather than partnering with the individual companies and opening themselves to the
criticism of bedding with the devil would be better to partner trade and professional
organizations.
Choosing the Right Market and Strategy Formulation
Choosing the right market is the foundation for sound strategy. Based on a companys 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 thesegment 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 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 diffrentiation and positioning.
8/13/2019 Nitesh Kumar 2012095 Desertation Report
44/78
FEEDBACK
Fig: The Importance of Identifying the Proper Market
Green Products and its Characteristics
These products that are manufactured through green technology and that caused no
environmental hazards are called green products. Promotion of green technology and green
products is necessary for conservation of natural resources and sustainable development.
We can define green products by following measures:
Products that are originally grown Products those are recyclable, reusable and biodegradable Products with natural ingredients Products containing recycled contents, non-toxic chemical Products contents under approved chemical Products that do not harm or pollute the environment Products that will not be tested on animals Products that have eco-friendly packaging i.e. reusable, refillable containers etc.
TARGET MARKET :
1.Segment 1
2. Segment 2
3. Segment 3
4. Segment 4
STRATEGY
FORMULATION:1.Positioning
2.Differentiation 3.
4 P's
STRATEGY
IMPLEMENTATION
8/13/2019 Nitesh Kumar 2012095 Desertation Report
45/78
THE FUTURE OF GREEN MARKETING
There are many lessons to be learned to be learned to avoid green marketing myopia, the short
version of all this is that effective green marketing requires applying good marketing principles
to make green products desirable for consumers. The question that remains, however, is, what is
green marketings future? Business scholars have viewed it as a fringe topic, given that
environmentalisms acceptance of limits and conservation does not mesh well with marketings
traditional axioms of give customer what they want and sell as much as you can.
Evidence indicates that successful green products have avoided green marketing myopia by
following three important principles:
CONSUMER VALUE POSITIONING
Design environmental products to perform as well as (or better than) alternatives. Promote and deliver the consumer desired value of environmental products and target
relevant consumer market segments.
Broaden mainstream appeal by bundling consumer desired value into environmentalproducts.
CALIBRATION OF CONSUMER KNOWLEDGE
Educate consumers with marketing messages that connect environmental attributes withdesired consumer value.
Frame environmental product attributes as solutions for consumer needs. Create engaging and educational internet sites about environmental products desired
consumer value.
8/13/2019 Nitesh Kumar 2012095 Desertation Report
46/78
CREDIBILITY OF PRODUCT CLAIMS
Employ environmental product and consumer benefit claims that are specific andmeaningful.
Procure product endorsements or eco-certifications from trustworthy third parties andeducate consumers about the meaning behind those endorsements and eco-certifications.
Encourage consumer evangelism via consumers social and internet communicationnetwork with compelling, interesting and entertaining information about environmental
products.
STRATEGIES FOR GREEN COMMUNICATION
Make environmental messages consistent with the companys existing voice in themarket place.
Empower consumers to get involved to make a difference. Enlist cultural icons to tell the story. Show that environmental initiatives lead to better quality products. Be ready to experiment publicly, even if it doesnt always lead to success. Price environmentally preferable products comparable to conventional ones. Link environmental innovations to other benefits, like quality and durability. Thanks customers for making good, green choices, and tell them how they are making a
difference.
Seek recognition from peers and activists groups and challenge competitors to join in. Green products shouldnt be any different from regular ones in branding, price, use or
performance.
8/13/2019 Nitesh Kumar 2012095 Desertation Report
47/78
Role of Information Technology in Green Marketing
IT 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 US
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.
The consumption of energy is considered the dominant- and often the only-factor indefining whether or not a facility is green. IT executives therefore need to startinvestigating alternative ways of building energy-efficient data centers. This paper
focuses on How a Green Data Centre can be a Great Marketing Tool
8/13/2019 Nitesh Kumar 2012095 Desertation Report
48/78
UNDERSTANDING CONSUMER PERCEPTION AND
PRIORITIES TO MAXIMIZE BUSINESS
Carbon labels show consumers the Carbon Content of an individual product. An items content
is the total amount of carbon dioxide emitted from very stage of its production and distribution,
from source to store. This is also known as embedded carbon, or a carbon footprint. Todays
consumer is more ethically and environmentally aware than ever before, and increasingly so with
regard to the consumption of food and drink. In the media, on the shelves, the focus on reducing
our carbon footprint is constantly present, and the push to understand where our food is from
increasing.
Carbon labeling is a really recent development. The focus on reducing carbon footprint is
constantly present, and the push to understand what they are purchasing and consuming. But to
make it a success, the understanding regarding:
a) What they are purchasing?b) How are they prioritizing- between organic, fair trade, carbon friendly and so on?c) Whether the consumers are getting what they want to purchase?
Study Findings on the Basis of Literature Regarding Consumer Behavior:
I. Consumers show different attitudes to issues like:a) Food quality is shoppers mostimportant concern. Price is also very important for
those on lower incomes.
b) Whether health, environmental and social issues are very important in relation tothe food they buy.
c) Concerns for health, environmental and social issues vary with household incomeor not.
d) Concern for health, environmental and social issues increase with age or not.e) Women do most of the shopping, and they are more concerned about health,
environmental and social issues than men.
8/13/2019 Nitesh Kumar 2012095 Desertation Report
49/78
f) Attitudes vary regionally, and there is particularly strong concern in the SouthWest.
II. Familiarity with labels for different consumers is different: How familiar are you witheach of the following types of information on product packets on the basis of:
a) Most people are at least somewhat familiar with most forms of productinformation.
b) Familiarity with the product information is much higher among people who thinkthe issues are very important.
III. Use of labels had different perceptions for different consumers: use of the followingtypes of information when making decisions about what consumers buy is different for
every consumer on the basis of:
a) Product information is used by many consumers.b) There is a clear link between concern about health, environmental and social
issues and use of relevant product information.
c) The gap between attitudes and behavior is wider in relation to environmental andsocial issues that in it is with the mainstream health.
d) There is little variation with income, except organic labels are used more bypeople with higher incomes.
e) Product labeling is generally used more by older people.f) Women use nutrition information more, but broadly similar numbers of men and
women use organic and Fair trade information.
g) Different patterns of use in different regions.
IV. Use of other sources of information is different on the basis of:a) Product packaging information is used often by many more people than most
other sources of information.
8/13/2019 Nitesh Kumar 2012095 Desertation Report
50/78
V. Barriers to greater integration into shopping behavior on the basis of changing patterns ofconsumption mean that increasingly consumers are considering the social, environmental
and health issues associated with production and consumption:
a) Products too expensive is the number one barrier. b) Takes too much time is the second biggest barrier to choosing healthy food. c) I dont know enough about it is the second biggest barrier to choosing
environmentally friendly and socially responsible food.
d) Other barriers are significant or not, like: Unavailability of products (either altogether, or of sufficient quality). Lack of understanding about the issues in general. Difficu