Download - Green Marketing Important
-
7/27/2019 Green Marketing Important
1/23
UNIVERSITY OF MUMBAI
PROJECT REPORT ON
GREEN MARKETING
PROJECT GUIDE
PROF. NITHYA VARGHESE
SUBMITTED BY: Mustafa Lokhandwala
Roll No: 4246
MAHATAMA EDUCATION SOCIETYS
PILLAIS COLLEGE OF ARTS, COMMERCE & SCIENCE
NEW PANVEL
1
-
7/27/2019 Green Marketing Important
2/23
-
7/27/2019 Green Marketing Important
3/23
DECLARATION
I hereby declare that this Project entitled Green Marketing has been
carried out by me, Mustafa Faiyaz Lokhandwala, student ofT.Y.B.com
(B) in Pillais College of Arts Science and Commerce, Mumbai
University, Roll no-4246. The research confirms to course regulations
I declare that no material contained within this assignment has been used in
any other submission, by the author, for an academic award.
I further declare that the information presented in this project is true and
original to the best of my knowledge.
3
-
7/27/2019 Green Marketing Important
4/23
ACKNOWLEDGEMENTS
The contribution of my Faculty at Pillais College of Arts Science and
Commerce (Affiliated to Mumbai University) has made this project
possible.
I am thankful Prof. A.N. Kutty (Vice Principal) of our College for this
opportunity of Project
I am also grateful to Mrs. Seema Somani, the Faculty Coordinator of my
project, for providing encouragement and for the valuable interactions I
have had with her. Her valuable and appropriate inputs helped me to
complete my paper successfully.
I am also thankful to Idea Cellular, H.M motors, IndusInd Bank and
TNPL for their continuous support and cooperation.
Finally, I would like to thank our Faculty Coordinators. Their support and
coordination in providing study material has helped tremendously to make
the project informative and comprehensive.
4
-
7/27/2019 Green Marketing Important
5/23
INDEX
S.No CONTENTS PAGE NO.
1. GREEN MARKETING 5
2. WHY GREEN MARKETING? 6
3. ADVANTAGES OF GREEN MARKETING 7
4. MARKET MIX OF GREEN MARKETING 9
5. EXAMPLES OF INDIAN COMPANIES 11
6.INDIAN COMPANIES INTO GREEN
MARKETING15
7.MOST ENVIRONMENTLY FRIENDLY
COUNTRIES16
8. SOME GREEN MARKETING PRINT ADS 20
9. CONCLUSION 2110. BIBLIOGRAHY 22
5
-
7/27/2019 Green Marketing Important
6/23
1. GREEN MARKETING
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.
Green Marketing can also be defined as Promotional activities aimed at
taking advantage of the changing consumerattitudes toward abrand. Thesechanges are increasingly being influenced by a firm'spolicies andpractices
that affect the quality of the environment, and reflect the level of its
concern for the community.
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.
Thus "Green Marketing" refers to holistic marketing concept wherein the
production, marketing consumption an disposal of products and services
happen in a manner that is less detrimental to the environment with
growing awareness about the implications of global warming, non-
biodegradable solid waste, harmful impact of pollutants etc., both marketers
and consumers are becoming increasingly sensitive to the need for switch
in to green products and services.While the shift to "green" may appear to be expensive in the short term, it
will definitely prove to be indispensable and advantageous, cost-wise too,
in the long run. We define Green Marketing as an art of creating
awareness among consumers about carefully planned and developed eco
compliant products and services using competitive pricing, promotion and
6
http://www.businessdictionary.com/definition/activity.htmlhttp://www.businessdictionary.com/definition/advantage.htmlhttp://www.businessdictionary.com/definition/consumer.htmlhttp://www.businessdictionary.com/definition/attitude.htmlhttp://www.businessdictionary.com/definition/brand.htmlhttp://www.businessdictionary.com/definition/changes.htmlhttp://www.investorwords.com/1967/firm.htmlhttp://www.businessdictionary.com/definition/policy.htmlhttp://www.businessdictionary.com/definition/practice.htmlhttp://www.businessdictionary.com/definition/quality.htmlhttp://www.businessdictionary.com/definition/environment.htmlhttp://www.businessdictionary.com/definition/concern.htmlhttp://www.businessdictionary.com/definition/community.htmlhttp://www.businessdictionary.com/definition/advantage.htmlhttp://www.businessdictionary.com/definition/consumer.htmlhttp://www.businessdictionary.com/definition/attitude.htmlhttp://www.businessdictionary.com/definition/brand.htmlhttp://www.businessdictionary.com/definition/changes.htmlhttp://www.investorwords.com/1967/firm.htmlhttp://www.businessdictionary.com/definition/policy.htmlhttp://www.businessdictionary.com/definition/practice.htmlhttp://www.businessdictionary.com/definition/quality.htmlhttp://www.businessdictionary.com/definition/environment.htmlhttp://www.businessdictionary.com/definition/concern.htmlhttp://www.businessdictionary.com/definition/community.htmlhttp://www.businessdictionary.com/definition/activity.html -
7/27/2019 Green Marketing Important
7/23
-
7/27/2019 Green Marketing Important
8/23
pose a threat to such industries. Many global players in diverse businesses
are now successfully implementing green marketing practices.
3. ADVANTAGES OF GREEN MARKETING
Advantages ofGreen Marketing are:-
Opportunity
Social Responsibility
Government Interferences
Competitive Pressure
Cost Cutoff
1. Opportunity:- In India, around 25% of the consumers preferenvironmental-friendly products, and around 28% may be considered
healthy conscious. Therefore, green marketers have diverse and fairly
sizeable segments to cater to.Some examples are:-
1.The Surf Excel detergent which saves water (was advertised with
the message"do bucket paani roz bachana")
2. The energy-saving LG consumers durables are examples ofgreen
marketing. We also have green buildings which are efficient in theiruse of energy, water and construction materials, and which reduce the
impact on human health and the environment through better design,
construction, operation, maintenance and waste disposal.
3. In India, the green building movement, spearheaded by the
Confederation of Indian industry (CII) - Godrej Green business
Center, has gained tremendous impetus over the last few years. From
20,000 sq ft in 2003, India's green building footprint is now over 25
million sq ft. They are generally concerned with collecting goods
directly from the manufacturing concern and they sell it to various
wholesalers in different areas.
2.Social Responsibility :- Many companies have started realizing that they
must behave in an environment-friendly fashion. They believe both in
8
-
7/27/2019 Green Marketing Important
9/23
achieving environmental objectives as well as profit related objectives.
Some of examples are :-
HSBC Bankbecame the world's first bank to go carbon-neutral.
Coca-Cola, which has invested in various recycling activities.
3. Government Pressure:- Various regulations rare framed by the
government to protect consumers and the society at large. The Indian
government too has developed a framework of legislations to reduce the
production of harmful goods and by products. These reduce the industry's
production and consumers' consumption of harmful goods, including those
detrimental to the environment; for example
Examples are;-
Theban of plastic bags in Mumbai.
Prohibition of smoking in public areas, etc.
4. Competitive Pressure:- Many companies take up green marketing to
maintain their competitive edge
5. Cost Reduction:- Reduction of harmful waste may lead to substantialcost savings. Sometimes, many firms develop symbiotic relationship
whereby the waste generated by one company is used by another as a cost-
effective raw material. Examples are:-
The fly ash generated by thermal power plants, which would
otherwise contributed to a gigantic quantum of solid waste, is used to
manufacture fly ash bricks for construction purposes.
9
-
7/27/2019 Green Marketing Important
10/23
4. MARKET MIX OF GREEN MARKETING
When companies come up with new innovations like eco friendly products,
they can access new markets, enhance their market shares, and increase
profits. Just as we have 4Ps product prices, place and promotion in
marketing, we have 4ps in green marketing too, but they are a bit different.
They are added by three additional Ps, namely people, planet and profits.
A. PRODUCT:
The products have to be developed depending on the needs of the
customers who prefer environment friendly products. Products can be made
from recycled materials or from used goods. Efficient products not only
save water, energy and money, but also reduce harmful effects on the
environment. The marketer's role in product management includes
providing product designers with market-driven trends and customerrequests forgreen product attributes such as energy saving, organic, green
chemicals, local sourcing, etc. Examples are
Nike is the first among the shoe companies to market itself as green.
It is marketing its Air Jordan shoes as environment-friendly, as it
has significantly reduced the usage of harmful glue adhesives. It has
designed this variety of shoes to emphasize that it has reduced
wastage and used environment-friendly materials.
B. PRICE:
Green pricing takes into consideration the people, planet and profit in a
way that takes care of the health of employees and communities and
10
-
7/27/2019 Green Marketing Important
11/23
ensures efficient productivity. Value can be added to it by changing its
appearance, functionality and through customization. Examples are:-
Wal Mart unveiled its first recyclable cloth shopping bag.
IKEA started charging consumers when they opted for plastic bagsand encouraged people to shop using its "Big Blue Bag".
C. PLACE:
Green place is about managing logistics to cut down on transportation
emissions, thereby in effect aiming at reducing the carbon footprint. For
example, instead of marketing an imported mango juice in India it can be
licensed for local production. This avoids shipping of the product from far
away, thus reducing shipping cost and more importantly, the consequent
carbon emission by the ships and other modes of transport.
D. PROMOTION:
Green promotion involves configuring the tools of promotion, such as
advertising, marketing materials, signage, white papers, web sites, videos
and presentations by keeping people, planet and profits in mind. Examples
are:-
British petroleum (BP) displays gas station which its sunflower
motif and boasts of putting money into solar power.
Indian Tobacco Company (ITC) has introduced environmental-
friendly papers and boards, which are free of elemental chlorine.
Toyota is trying to push gas/electric hybrid technology into much of
its product line. It is also making the single largest R&D investment
in the every-elusive hydrogen car and promoting itself as the first eco-friendly car company.
International business machines Corporation (IBM) has revealed a
portfolio of green retail store technologies and services to help
retailers improve energy efficiency in their IT operations.
11
-
7/27/2019 Green Marketing Important
12/23
Consumer awareness can be created by spreading the message among
consumers about the benefits of environmental-friendly products. Positing
of profiles related to green marketing on social networks creates awareness
within and across online peer groups. Marketing can also directly target the
consumers through advertisements for product such as energy savingcompact fluorescent lamps, thebattery powered Reva car, etc.
5.EXAMPLES OF INDIAN GREEN PARTICIPANTS:
1. Hero-Honda Motors Ltd
Hero Honda Motors Ltd. is the world's largest manufacturer of two
wheelers, based in India.
The company is a joint venture between India's Hero Group and Honda
Motor Company, Japan that began in 1984.
In 2001, the company achieved the coveted position of being the largest
two-wheeler manufacturing company in India and the World No.1 two-
wheeler company in terms of unit volume sales in a calendar year by asingle company. Hero Honda has retained that coveted position till date.
Today, every second motorcycle sold in the country is a Hero Honda bike.
Every 30 seconds, someone in India buys Hero Honda's top-selling
motorcycle Splendor.
Vision
The Hero Honda story began with a simple vision the vision of a mobileand an empowered India, powered by Hero Honda. This vision was driven
by Hero Hondas commitment to customer, quality and excellence, and
while doing so, maintaining the highest standards of ethics and societal
responsibilities. Hero Honda believes that the fastest way to turn that dream
into a reality is by remaining focused on that vision.
12
-
7/27/2019 Green Marketing Important
13/23
Strategy
Hero Hondas key strategy has been driven by innovation in every sphere
of activity building a robust product portfolio across categories, exploring
new markets, aggressively expanding the network and continuing to investin brand building activities.
Manufacturing
Hero Honda bikes are manufactured across three globally benchmarked
manufacturing facilities. Two of these are based at Gurgaon and Dharuhera
which are located in the state of Haryana in northern India. The third and
the latest manufacturing plant are based at Haridwar, in the hill state of
Uttrakhand.
Technology
In the 1980s Hero Honda pioneered the introduction of fuel-efficient,
environment friendly four-stroke motorcycles in the country. Today, Hero
Honda continues to be technology pioneer. It became the first company to
launch the Fuel Injection (FI) technology in Indian motorcycles, with the
launch of the Glamour FI in June 2006.
Products
Hero Honda's product range includes variety of motorcycles that have set
the industry standards across all the market segments. The company also
started manufacturing scooter in 2006. Hero Honda offers large no. of
products and caters to wide variety of requirements across all the segments.
Distribution
The Companys growth in the two wheeler market in India is the result of
an intrinsic ability to increase reach in new geographies and growth
markets. Hero Honda's extensive sales and service network now spans close
to 4500 customer touch points. These comprise a mix of authorized
dealerships, Service & Spare Parts outlets, and dealer-appointed outlets
across the country.
13
-
7/27/2019 Green Marketing Important
14/23
Brand
The Company has been continuously investing in brand building utilizing
not only the new product launch and new campaign launch opportunities
but also through innovative marketing initiatives revolving around cricket,
entertainment and ground- level activation.
Hero Honda has been actively promoting various sports such as hockey,
cricket and golf. Hero Honda was the title sponsor of the Hero Honda FIH
Hockey World Cup that was played in Delhi during Feb-March 2010. Hero
Honda also partners the Commonwealth Games Delhi 2010.
Hero Honda is also known as A Green Company
Which include new work process which systematically eliminatesdangerous wastes
Manufactures products as per RTO specification of CO2 emission
Limit through Bharat 1, Bharat 2, Bharat 3, Bharat 4.(Bharat 1,2,3,4
means CO2 emission Level limits)
2. Idea Cellular Ltd
Developed by IDEAs creative agency, Lowe, this new ad campaign
promotes the idea of mobile VAS usage for vast number of day to day
activities, to save paper and save Earth. This is IDEA Cellular's latest
campaign, after a successful series of What an Idea, Sirji! Campaigns with
Brand Ambassador, Abhishek Bachchan that now goes on air.
Speaking about the campaign, Mr. Pradeep Shrivastava, Gallery In-charge,
IDEA Cellular said, "Environment as a subject touches all, but gets
attention only at strategic forums. The common man gets to contribute little
towards the cause, due to lack of direction and ideas. Hence, IDEA Cellularhas taken up the responsibility of educating the 500 million mobile phone
users in the country. If they start using the mobile phone more judiciously,
together we can make a significant contribution of saving paper, and
therefore, the green cover necessary for the health of the planet."
14
-
7/27/2019 Green Marketing Important
15/23
The latest IDEA environment campaign will now be extensively seen
across TV, Print, Digital and Outdoor media space in coming days. The
company further plans to launch range of Value Added Services to help
consumers stay informed through utility services on their mobile phones,
thus reducing dependency on paper usage.
As per the press release, "World over, millions of tonnes of trees get cut
everyday to produce paper, leading to alarming rates of deforestation. The
new IDEA TVC showcases how the mobile phone can be used as an
efficient tool to read daily newspapers, generate e-bills, make payments and
transactions, issue e-tickets and boarding passes; thereby saving tonnes of
paper everyday."
Abhishek Bachchan can be seen portraying the role of an agonized Tree
this time. He advocates the idea of using mobile phone to save paper, and
therefore, the greenery around him through this campaign
3. IndusInd Bank:
IndusInd Bank, a new generation private sector bank, inaugurated
Mumbais first solar-powered automated teller machine (ATM) as part of
its Green Office Project campaign Hum aur Hariyali. It also unveiled aGreen Office Manual - A Guide to Sustainable Practices, prepared in
association with the Centre for Environmental Research and Education
(CARE).
IndusInd Bank has a comprehensive plan to reduce its carbon footprint.
Some of the initiatives being undertaken under this plan are solar powered
ATMs, thin computing, e-archiving, e-learning, e-waste management,
paperless fax, energy conservation, CNG cars and also supporting finance
programs with incentives to go green
15
-
7/27/2019 Green Marketing Important
16/23
6. INDIAN COMPANIES INTO GREEN MARKETING
ORCHID-Indias only Ecotel
The Orchid - An Ecotel Hotel in Mumbai is Asia's first certified eco-
friendly five-star hotel and world's only Ecotel to be certified as ISO
14001. This 245 - room hotels strategically located adjacent to the domestic
airport making it a convenient place for the business traveler to stay. The
exclusivity of The Orchid is experienced as soon as one enters the atrium
that is serenaded by a 70-foot indoor waterfall. Around the waterfall, on the
first level is the Boulevard, the 24-hour coffee shop. The beautiful Orchids
growing there give you a feel of the truly Orchid experience. Besides, TheBoulevard provides a unique guaranteed time-bound service aptly called
the "Lightening Menu" or the "10 Minute Menu". If the service is even a
minute late, the meal is on the house!
The 69 international awards reiterate the efforts of The Orchid of being a
pioneer amongst environment friendly hotels.
Tamil Nadu Newsprint and Papers Limited (TNPL)Adjudged the best performer in the 2009-2010 Green Business Survey,
TNPL was awarded the Green Business Leadership Award in the Pulp and
Paper Sector. The initiatives undertaken by this top green firm in India
includes two Clean Development Mechanism projects and a wind farm
16
http://www.orchidhotel.com/mumbai_hotels/hotels_rooms.htmhttp://www.orchidhotel.com/mumbai_hotels/boulevard_coffeeshop.htmhttp://www.orchidhotel.com/mumbai_hotels/awards.htmhttp://www.orchidhotel.com/mumbai_hotels/hotels_rooms.htmhttp://www.orchidhotel.com/mumbai_hotels/boulevard_coffeeshop.htmhttp://www.orchidhotel.com/mumbai_hotels/awards.htm -
7/27/2019 Green Marketing Important
17/23
project that helped generate 2,30,323 Carbon Emission Reductions earning
Rs. 17.40 Crore.
Oil and Natural Gas Company (ONGC)
Indias largest oil producer, ONGC, is all set to lead the list of top greenIndian companies with energy-efficient, green crematoriums that will
soon replace the traditional wooden pyre across the country. ONGCs
Mokshada Green Cremation initiative will save 60 to 70% of wood and a
fourth of the burning time per cremation.
7. THE MOST ENVIRONMENT FRIENDLY COUNTRIES
India has been voted the most environment friendly & green country in the
world by none other than National Geographic. The Annual SurveyGreendex carried out by Nat Geo and Globescan shows that out of 17
main economies surveyed India does least to harm the our environment.
Greendex has derived these results based on peoples transportation
patterns, household energy and resource use, consumption of food and
everyday consumer goods, and what consumers do to minimize the impact
these activities have on the environment.
17
http://environment.nationalgeographic.com/environment/greendex/http://environment.nationalgeographic.com/environment/greendex/http://www.globescan.com/http://environment.nationalgeographic.com/environment/greendex/http://www.globescan.com/ -
7/27/2019 Green Marketing Important
18/23
Key Indian Highlights on Greendex Report
18
-
7/27/2019 Green Marketing Important
19/23
India has ranked 1st on Greendex for2nd time in a row and have also
showed greatest increase in the score from last year (3.2 points).
Indians are less likely to have home heating and hot running water (42
percent for both), and many who do commonly use on-demandelectrical water heaters (44 percent versus the 17-country average
of 13 percent).
Ranks top on transportation Sub Index as Indians tend not to have
large vehicles who typically are gas guzzlers (49 percent neither own,
rent, nor lease cars or trucks); furthermore, those who do seldom drive
alone (13 percentversus the average of 38 percentdown from 19percent in 2009).
Indians prefer motorcycles or scooters (67 percent) or use public
transportation (81 percent do so at least once a month). After the
Chinese, Indians are the 2nd most likely to choose to live close to
their destinations (59%), and they are among the most likely to prefer
to walk or cycle to their usual destinations (63 %).
35% Indians eat self grown food several times a week or daily, more
than any other country in the world. Also, Consumers in India rarely
consume meat, including chicken (24%), fish & seafood (21%) and
beef (13%).
When it comes Goods Sub-index, India again ranks at top as Indian
consumers prefer to buy used rather than new (42%) and to repair
rather than to replace (68%). They also increasingly buy products that
are environmentally friendly (60%).
Indians are also becoming increasingly concerned about
environmental problems in general (76%). More Indians feel guilty
19
http://trak.in/tags/business/2008/05/08/indians-brazilians-most-environment-friendly/http://trak.in/tags/business/2008/05/08/indians-brazilians-most-environment-friendly/ -
7/27/2019 Green Marketing Important
20/23
about their impact on the environment (58%). In particular, they are
more likely than most to worry about climate change or global
warming (83%), fresh water shortage (85%), and loss of species and
habitat (70%)
20
-
7/27/2019 Green Marketing Important
21/23
8. SOME GREEN MARKETING PRINT ADS
21
-
7/27/2019 Green Marketing Important
22/23
9. CONCLUSION
Now a days many consumers are environment concern. And many of the
Firms are conscious about environment. By this consciousness firms started
to produce Eco Friendly product for the protection of the environment. Thegrowing awareness among the consumers all over the world regarding
protection of the environment in which they live, People do want to a clean
earth for future generation. So people around the world also started to use
Eco Friendly products to save the Earth. With the help ofGreen Marketing
Companies like Hero Honda Limited, Idea Cellular Limited and many more
deals with Eco Friendly product as well as they launched Environment
Protection Campaigns like Say no to plastics, less use of papers, Go Green
concepts. Green Marketing and Eco Friendly products are moving forwardtowards success among the Consumers. Even I Suggest people to GO
GREEN
22
-
7/27/2019 Green Marketing Important
23/23
10. BIBLOGRAPHY
1.www.google.com
2. www.greenindia.com3. www.orchidhotel.com
4. Idea Gallery (Panvel)
5. Hero Honda Showroom (New Panvel)
6. IndusInd Bank (New Panvel)
7.TNPL
23