THE GREEN MARKETING A PROJECT REPORT SUBMITTED TO MALOUT INSTITUTE OF MENAGEMENT AND INFORMATION TECHNOLOGY, MALOUT FOR THE

DEGREE OF MASTER OF BUSINESS ADMINISTRATION

BY Gurlal Singh Sandhu University Roll No.1274241 Class Roll No: 813 UNDER THE GUIDANCE OF Ajay Samyal (Assistant Professor) DEPARTMENT OF MANAGEMENT STUDIES MALOUT INSTITUTE OF MENAGEMENT AND INFORMATION TECHNOLOGY, MALOUT, DISTTRICT SHRI MUKTSAR SAHIB -152107 Year 2013

CERTIFICATE OF SUPERVISIOR This is to certify that Mr. Gurlal Singh Sandhu Roll No. 1274241 has completed the research project titled TO STUDY OF GREEN MARKETING IN OM GRC INFOTECH PVT. LTD. Under my supervision in partial fulfillment of the Masters of Business Administration degree under Punjab Technical University, Jalandhar.

Supervisors signature

Supervisors Name:-

Date:-

Place:

DECLARATION

I, hereby declare that the research project report titled TO STUDY GREEN MARKETING IN OM GRC INFOTECH PVT. LTD. Is my own original research work and this report has not been submitted to my University/Institute for the award of any professional degree or diploma.

____________________ MBA 3rd semester MIMIT Malout

ACKNOWLEDGEMENT

With deep sense of gratitude, I would like this opportunity to thank my project guide Ms. Bindu Rana (in charge of training dept.), who gave her best support & co-ordination during my summer training. Her involvement and unstinted support always gives me the confidence to do my work. Without her guidance this project report would not have seen the light of the day. I am also very thankful to JEEVAN JYOTI (HOD OF MBA DEPTT.) for their kind co-operation to complete this report. I would like to thank the people who took their time to help me to complete this project. I would like thanking to my friends who were of immense help to me. Last but not the least; I would like to thank my parents who were source of support throughout the making of the report.

____________________ MBA 3rd semester MIMIT Malout

PREFACE As a part of the two degree course of M.B.A, we need to undergo Summer Training for 6 weeks in the beginning of 3rd Semester. Practical Summer Training is significantly different from the college studies .College Studies are more oriented towards the theory. But in our training period we are more involved in the Practical works. We work as if we are M.B.A in the field and if that work is given to us how we have tackled it i.e., the main objective of the Practical Summer Training is to make us well conversant with the Practical Aspects of the Management profession. I was given the project on TO STUDY GREEN MARKETING IN OM GRC INFOTECH Pvt.ltd in Chandigarh circle in INDIA.

I hope that the conclusions arrived at and the recommendations will help the company to increase the revenue and help in providing better services to the customers.

TABLE OF CONTENT S.NO 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. CHAPTER CERTIFICATE OF SUPERVISOR DECELARATION ACKNOWLEDGEMENT GREEN MARKETING INTRODUCTION SECTOR PROFILE COMPANY PROFILE OBJECTIVES OF THE STUDY GREEN MARKETING CONCEPT GOLDEN RULES OF GREEN MARKETING TOP 10 GREEN INDIAN COMPANIES RESEARCH METHODOLOGYAND FINDINGS CONCLUSION AND FUTURE ASPECTS QUESTIONAIRE AND REFERENCES BIBLIOGRAPHY PAGE.NO 2 3 4 7-8 9-12 13-20 21 22-26 27-45 46-51 52-61 62-65 66-67 68

GREEN MARKETING CONCEPT

Introduction 'I'll go out for a breath of fresh air' is an often-heard phrase. But how many of us realize that this has become irrelevant in today's world, because the quality of air in our cities is anything but fresh.The moment you step out of the house and are on the road you can actually see the air getting polluted; a cloud of smoke from the exhaust of a bus, car, or a scooter; smoke billowing from a factory chimney, flyash generated by thermal power plants, and speeding cars causing dust to rise from the roads. Natural phenomena such as the eruption of a volcano and even someone smoking a cigarette can also cause air pollution. Air pollution is aggravated because of four developments: increasing traffic, growing cities, rapid economic development, and industrialization. The Industrial Revolution in Europe in the 19th century saw the beginning of air pollution as we know it today, which has gradually become a global problem. Air pollution is nothing new. Ever since the discovery of fire, lessthan-desirable substances have been vented into the air. Every Govt. is trying to minimize this problem. But regardless of the efforts, air pollution continues to be a serious local and world-wide problem. Although environmental issues influence all human activities, few academic disciplines have integrated green issues into their literature. This is especially true of marketing. As society becomes more concerned with the natural environment, businesses have begun to modify their behavior in an attempt to address society's "new" concerns. Some businesses have been quick to accept concepts like environmental management systems and waste minimization, and have integrated environmental issues into all organizational activities. One business area where environmental issues have received a great deal of discussion in the popular and professional press is marketing. Terms like "Green Marketing" and "Environmental Marketing" appear frequently in the popular press. Many governments around the world have become so concerned about green marketing activities that they have attempted to regulate them .For example, in the United States (US) the Federal Trade Commission and the National Association of Attorneys-General have developed extensive documents examining green marketing issues. 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 7

Information Technology

The Information technology industry in India has gained a brand identity as a knowledge economy due to its IT and ITES sector. The ITITES industry has two major components: IT Services and business process outsourcing (BPO). The growth in the service sector in India has been led by the ITITES sector, contributing substantially to increase in GDP, employment, anSSd exports. The sector has increased its contribution to India's GDP from 1.2% in FY1998 to 7.5% in FY2012.. According to NASSCOM, the ITBPO sector in India aggregated revenues of US$100 billion in FY2012, where export and domestic revenue stood at US$69.1 billion and US$31.7 billion respectively, growing by over 9%. Bangalore is leading IT exporter. Export dominate the ITITES industry, and constitute about 77% of the total industry revenue. Though the IT ITES sector is export driven, the domestic market is also significant with a robust revenue growth. The industrys share of total Indian exports (merchandise plus services) increased from less than 4% in FY1998 to about 25% in FY2012. According to Gartner, the "Top Five Indian IT Services Providers" are Tata Consultancy Services, Infosys, Cognizant, Wipro and HCL Technologies. The industry continues to be a net employment generator - expected to add 230,000 jobs in FY2012. Generally dominant player in the global outsourcing sector. However, the sector continues to face challenges of competitiveness in the globalized world, particularly from countries like China and Philippines.

The recent global financial crises have deeply impacted the Indian IT companies as well as global companies. As a result hiring has dropped sharply, and employees are looking at different sectors like the financial service, telecommunications, and manufacturing industries, which have been growing phenomenally over the last few years. India's IT Services industry was born in Mumbai in 1967 with the establishment of Tata Group in partnership with Burroughs. The first software export zone SEEPZ was set up here way back in 1973, the old avatar of the modern day IT park. More than 80 percent of the country's software exports happened out of SEEPZ, Mumbai in 80s. The Indian Government acquired the EVS EM computers from the Soviet Union, which were used in large companies and research laboratories. In 1968 Tata Consultancy Services established in SEEPZ, Mumbai by the Tata Groupwere the country's largest software producers during the 1960s. As an outcome of the various policies of Jawaharlal Nehru the economically beleaguered country was able to build a large scientific workforce, third in numbers only to that of the United States of America and the Soviet Union. On 18 August 1951 the minister of education Maulana Abul Kalam Azad, inaugurated the Indian Institute of Technology at Kharagpur in West Bengal. Possibly modeled after the Massachusetts Institute of Technology these institutions were conceived by a 22 member committee of scholars and entrepreneurs under the chairmanship of N. R. Sarkar. Relaxed immigration laws in the United States of America attracted a number of skilled Indian professionals aiming for research. By 1960 as many as 10,000 Indians were estimated to have settled in the US. By the 1980s a number of engineers from India were seeking employment in other countries. In response, the Indian companies realigned wages to retain their experienced staff.

Big Five IT Services companies .

Firm

Revenues Employees

Fiscal Year

India Headquarters

TCS

$10.17 billion Technology $7.05 billion

254,076

2012

Mumbai

Cognizant Solutions

185,045

2012

Chennai

Wipro

$5.73 billion

140,569

2012

Bangalore

Infosys

$6.69 billion

153,761

2012

Bangalore

HCL Technologies

$4.3 billion

85,335

2012

Noida

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Major IT Hubs Rank City Description Popularly known as the Silicon Valley of India and leading software 1 Bangalore exporter from India. Bangalore is considered to be a global technology hub of India. Chennai is the second largest exporter of IT and ITES of India, and is the 2 Chennai BPO hub of India. Chennai has the largest operations centers of TCS, andCognizant. Hyderabad is a major it hub in India which is also known as Cyberabad 3 Hyderabad which consists of many Multinational corporation companies such as Google,Facebook, Microsoft, Amazon and Electronic Arts, etc. The Financial capital of India, but recently many IT companies have established offices. The National Capital Region comprising Delhi, Gurgaon and Noida are clusters of software development. Major Indian and International Firms present in Pune. Pune is also C-DAC Head-Quarter. One of the largest cities in India, Kolkata contributes significantly to IT exports. IBM has second largest headcount after Bangalore, Cognizant has 7 Kolkata second largest headcount after Chennai and TCS has third largest headcount after Chennai & Mumbai. Other significant players here are Wipro and Capgemini while other biggies have also opened shop here except Infosys.

Mumbai

Delhi

Pune

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Company Profile: GRC InfoTech Pvt. Ltd., is professional web development, Industrial Training and Consultancy company based in Chandigarh (India). We focus the needs of our clients to provide 100% satisfaction. Our company is involved in providing web design and web development services, software design and development and Search Engine

Optimization. We are prepared and educated to better provide a face for your business on the Internet. GRC India based Website and Development Company in India providing job oriented software training and Live projects for MCA, BCA, B-TECh, M.TECH, MSC-IT and BSC-IT Students. Industrial Training Services in: Six Weeks Industrial Training for B.Tech and MCA Students. Six months Industrial Training for B.Tech and MCA Students.

GRC is providing education & Training to the B-Tech students and MCA students evaluate them during their 6 weeks and 6 months and then shortlist the deserving students for recruitment in Our Company and other companies in India. Diversified range of latest technologies from software (ASP.NET, Java, C/C++,Php ,CCNA and Networking).

Development Services in: Web Designing Web Development Search Engine Optimization Search Engine Marketing Google Indexing

Websites made by OM GRC InfoTech Pvt Ltd: www.icseindia.org www.dpsyamunanagar.com www.gowthcatalyst.in www.pacl.clanteam.com www.aryanworldwideholidays.com www.frenzytechnologies.com

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 www.zevraatjewellry.com www.thesinglacomputers.com www.bittusatoz.com www.pbplaygame.com

Languages &Development Environment: 1. C 2. C++ 3. .Net 4. JAVA 5. PHP

In computing, C is a general-purpose programming language initially developed by Dennis Ritchie between 1969 and 1973 at AT&T Bell Labs. Like most imperative languages in the ALGOL tradition, C has facilities for structured programming and allows lexical variable scope and recursion, while a static type system prevents many unintended operations. Its design provides constructs that map efficiently to typical machine instructions, and therefore it has found lasting use in applications that had formerly been coded in assembly language, most notably system software like the Unix computer operating system.

C is one of the most widely used programming languages of all time,and C compilers are available for the majority of available computer architectures and operating system. The initial development of C occurred at AT&T Bell Labs between 1969 and 1973 according to Ritchie, the most creative period occurred in 1972. It was named "C" because its features were derived from an earlier language called "B", which according to Ken Thompson was a stripped-down version of the BCPL programming language.

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The origin of C is closely tied to the development of the UNIX operating system, originally implemented in assembly language on a PDP-7 by Ritchie and Thompson, incorporating several ideas from colleagues. Eventually they decided to port the operating system to a PDP-11. B's inability to take advantage of some of the PDP-11's features, notably byte addressability, led to the development of an early version of C.

C is an imperative (procedural) language. It was designed to be compiled using a relatively straightforward compiler, to provide low-level access to memory, to provide language constructs that map efficiently to machine instructions, and to require minimal run-time support. C was therefore useful for many applications that had formerly been coded in assembly language, such as in system programming.

C++ is one of the most popular programming languages and is implemented on a wide variety of hardware and operating system platforms. As an efficient compiler to native code, its application domains include systems software, application software, device drivers, embedded software, high-performance server and client applications, and entertainment software such as video games.Several groups provide both free and proprietary C++ compiler software, including the GNU Project, LLVM, Microsoft, Intel and Embarcadero Technologies. C++ has greatly influenced many other popular programming languages, most notably Cand Java. Other successful languages such as Objective-C use a very different syntax and approach to adding classes to C. 14

Creater of c++ Bjarne Stroustrup, a Danish and British trained computer scientist, began his work on "C with Classes" in 1979.The idea of creating a new language originated from Stroustrup's experience in programming for his Ph.D. thesis. Stroustrup found that Simula had features that were very helpful for large software development, but the language was too slow for practical use, while BCPL was fast but too low-level to be suitable for large software development. When Stroustrup started working in AT&T Bell Labs, he had the problem of analyzing the UNIX kernel with respect to distributed computing. Remembering his Ph.D. experience, Stroustrup set out to enhance the C language with Simula-like features. C was chosen because it was general-purpose, fast, portable and widely used. Besides C and Simula, some other languages that inspired him were ALGOL 68, Ada, CLU and ML. The definition of an extensive standard library makes a difference to the way C++ concepts can be presented. As before, this book presents C++ independently of any particular implementation, and as before, the tutorial chapters present language constructs and concepts in a bottom up order so that a construct is used only after it has been defined. However, it is much easier to use a well-designed library than it is to understand the details of its implementation. Therefore, the standard library can be used to provide realistic and interesting examples well before a reader can be assumed to understand its inner workings. The standard library itself is also a fertile source of programming examples and design techniques.

The domain name net is a generic top-level domain (gTLD) used in the Domain Name System of the Internet. The name is derived from network, indicating its originally intended purpose was for organizations involved in networking technologies, such as Internet service providers and other infrastructure companies. However, restrictions were never enforced and the domain is now a general purpose name space. It is still popular with network operators, and is often treated as an alternative to com.

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net is one of the original top-level domains (the other five being com, edu, gov, mil, and org) despite not being mentioned in RFC 920, having been created in January 1985. As of 2011, it is the third most popular top-level domain, after .com and .de. Verisign, the operator of net after acquiring Network Solutions, held an operations contract that expired on 30 June 2005. ICANN, the organization responsible for domain management, sought proposals from organizations to operate the domain upon expiration of the contract. Verisign regained the contract bid, and secured its control over the net registry for another six years. Java is a general-purpose, concurrent, class-based, object-oriented computer programming language that is specifically designed to have as few implementation dependencies as possible. It is intended to let application developers "write once, run anywhere" (WORA), meaning that code that runs on one platform does not need to be recompiled to run on another. Java applications are typically compiled to bytecode (class file) that can run on any Java virtual machine (JVM) regardless of computer architecture. Java is, as of 2012, one of the most popular programming languages in use, particularly for client-server web applications, with a reported 10 million users. Java was originally developed by James Gosling at Sun Microsystems (which has since merged into Oracle Corporation) and released in 1995 as a core component of Sun Microsystems' Java platform. The language derives much of its syntax from C and C++, but it has fewer low-level facilities than either of them. The original and reference implementation Java compilers, virtual machines, and class libraries were developed by Sun from 1991 and first released in 1995. As of May 2007, in compliance with the specifications of the Java Community Process, Sun relicensed most of its Java technologies under the GNU General Public License. Others have also developed alternative implementations of these Sun technologies, such as the GNU Compiler for Java and GNU Classpath.

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PHP development began in 1994 when the developer Rasmus Lerdorf wrote a series of Common Gateway Interface (CGI) Perl scripts, which he used to maintain his personal homepage. The tools performed tasks such as displaying his rsum and recording his web traffic. He rewrote these scripts in C for performance reasons, extending them to add the ability to work with web forms and to communicate with databases and called this implementation "Personal Home Page/Forms Interpreter" or PHP/FI. PHP/FI could be used to build simple, dynamic web applications. Lerdorf initially announced the release of PHP/FI as "Personal Home Page Tools (PHP Tools) version 1.0" publicly to accelerate bug location and improve the code, on the comp.infosystems.www.authoring.cgi Usenet discussion group on June 8, 1995. This release already had the basic functionality that PHP has today. This included Perl-like variables, form handling, and the ability to embed HTML. The syntax was similar to Perl but was more limited and simpler, although less consistent. A development team began to form and, after months of work and beta testing, officially released PHP/FI 2 in November 1997. Zeev Suraski and Andi Gutmans rewrote the parser in 1997 and formed the base of PHP 3, changing the language's name to the recursive acronym PHP: Hypertext Preprocessor. Afterward, public testing of PHP 3 began, and the official launch came in June 1998. Suraski and Gutmans then started a new rewrite of PHP's core, producing the Zend Engine in 1999.

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OBJECTIVES OF STUDY

The main objective of the study is first to gain some practical knowledge regarding functioning of the organizations which is very necessary to fully understand the primary functions & hence it fulfill the purpose of the Summer Internship under M.B.A course.

The other objectives were: 1. To study the importance of Green Marketing. 2. To study the roles of Green Marketing. 3. To study the process and functions of Green Marketing. 4. To study the different types of methods/techniques used to evaluate Green Marketing. 5. To study the level of evaluation..

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WHAT EXACTLY IS GREEN MARKETING According to 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. Other similar terms used are Environmental Marketing and Ecological Marketing. 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" So the definition which encompasses all major components of other definitions is: "Green or Environmental Marketing consists of all activities designed to generate and facilitate any exchanges intended to satisfy human needs or wants, such that the satisfaction of these needs and wants occurs, with minimal detrimental impact on the natural environment.

Evolution of Green Marketing The green marketing has evolved over a period of time. According to Peattie (2001), the evolution of green marketing has three phases. First phase was termed as "Ecological" green marketing, and during this period all marketing activities were concerned to help environment problems and provide remedies for environmental problems. Second phase was "Environmental" green marketing and the focus shifted on clean technology that involved designing of innovative new products, which take care of pollution and waste issues. Third phase was "Sustainable" green marketing. It came into prominence in the late 1990s and early 2000. HISTORY 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". The Corporate Social Responsibility (CSR) Reports started with the ice cream seller Ben & Jerry's where the financial report was supplemented by a greater view on the company's environmental impact. In 1987 a document prepared by the World Commission on Environment and Development defined sustainable development as meeting the needs of the present without compromising the ability of future generations to meet their own need, this became known as the Brundtland Report and was another step towards widespread thinking on sustainability in everyday activity. Two tangible milestones for wave

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1 of green marketing came in the form of published books, both of which were called Green Marketing. They were by Ken Peattie (1992) in the United Kingdom and by Jacquelyn Ottman (1993) in the United States of America. According to Jacquelyn Ottman, (author of "The New Rules of Green Marketing: Strategies, Tools, and Inspiration for Sustainable Branding" (Greenleaf Publishing and Berrett-Koehler Publishers, February 2011)) from an organizational standpoint, environmental considerations should be integrated into all aspects of marketing new product development and communications and all points in between. The holistic nature of green also suggests that besides suppliers and retailers new stakeholders be enlisted, including educators, members of the community, regulators, and NGOs.Environmental issues should be balanced with primary customer needs. The past decade has shown that harnessing consumer power to effect positive environmental change is far easier said than done. The so-called "green consumer" movements in the U.S. and other countries have struggled to reach critical mass and to remain in the forefront of shoppers' minds. While public opinion polls taken since the late 1980s have shown consistently that a significant percentage of consumers in the U.S. and elsewhere profess a strong willingness to favor environmentally conscious products and companies, consumers' efforts to do so in real life have remained sketchy at best One of green marketing's challenges is the lack of standards or public consensus about what constitutes "green," according to Joel Makower, a writer on green marketing. In essence, there is no definition of "how good is good enough" when it comes to a product or company making green marketing claims. This lack of consensusby consumers, marketers, activists, regulators, and influential peoplehas slowed the growth of green products, says Makower, because companies are often reluctant to promote their green attributes, and consumers are often skeptical about claims. Despite these challenges, green marketing has continued to gain adherents, particularly in light of growing global concern about climate change. This concern has led more companies to advertise their commitment to reduce their climate impacts, and the effect this is having on their products and services

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Why Green Marketing? As resources are limited and human wants are unlimited, it is important for the marketers to utilize the resources efficiently without waste as well as to achieve the organization's objective. So green marketing is inevitable. There is growing interest among the consumers all over the world regarding protection of environment. Worldwide evidence indicates people are concerned about the environment and are changing their behavior. As a result of this, green marketing has emerged which speaks for growing market for sustainable and socially responsible products and services. WHY GREEN MARKETING? It is really scary to read these pieces of information as reported in the Times recently: "Air pollution damage to people, crops and wildlife in US. Total tens of billions of dollars each year". "More than 12 other studies in the US, Brazil Europe, Mexico, South Korea and Taiwan have established links between air pollutants and low birth weight premature birth still birth and infant death". As resources are limited and human wants are unlimited, it is important for the marketers to utilize the resources efficiently without waste as well as to achieve the organization's objective. So green marketing is inevitable. There is growing interest among the consumers all over the world regarding protection of environment. Worldwide evidence indicates people are concerned about the environment and are changing their behavior. As a result of this, green marketing has emerged which speaks for growing market for sustainable and socially responsible products and services. Thus the growing awareness among the consumers all over the world regarding protection of the environment in which they live, People do want to bequeath a clean earth to their

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Framework

Ecological Marketing Ecological marketing was based on the idea that environmental protection and resource conservation can be better advanced through less regulation by the public sector and more enterprise in the private sector. This idea, in turn, is based on the premise that the ecologically concerned consumer is a legitimate but largely unused market segment one that is identifiable, accessible and measurable. In the 1970s the importances of a small number of environmental issues like oil use or pollution for a narrow range of industries (for example cars and chemicals) was framed as something that was relevant to engineers, lawyers and marketers within companies. Originally proposed at the American Marketing Association first conference on ecological marketing in 1975, the idea was compatible with the antiregulatory mood of these days in the U.S. It found support at the 1979 conference, who felt that government and business should strike a better balance in the division of responsibility for the management of negative social externalities.

Green/ environmental marketing Unfortunately, a majority of people believe that ecological (green) marketing refers solely to the promotion or advertising of products with environmental characteristics. Terms like Phosphate Free, Recyclable, Refillable, Ozone Friendly, and Environmentally Friendly are some of the things consumers most often associate with green marketing. While these terms are green marketing claims, in general green marketing is a much broader concept, one that can be applied to consumer goods, industrial goods and even services. Thus, green marketing incorporates a broad range of activities, including product modification, changes of the production process, packaging changes, as well as modifying advertising. Green marketing came into prominence in the late 1980s and early 1990s, it was first discussed much earlier. The American Marketing Association (short: 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. According to Dainora Grundey and Rodica Milena Zaharia Green or Environmental Marketing consists of all activities designed to generate and facilitate any exchanges intended to satisfy human needs or wants, such that the satisfaction of these needs and wants occurs, with minimal harmful impact on the natural environment .

Greenhouse gas 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

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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 the barriers are adequately addressed, greenhouse gas trading can play an important role supporting activities that benefit peoples lives and the environment.

Adoptability In 1989, 67 percent of Americans stated that they were willing to pay 5-10 percent more for ecologically compatible products. By 1991, environmentally conscious individuals were willing to pay between 15-20 percent more for green products Today, more than one-third of Americans say they would pay a little extra for green products An important challenge facing marketers is to identify which consumers are willing to pay more for environmentally friendly products. It is apparent that an enhanced knowledge of the profile of this segment of consumers would be extremely useful. Everett Rogers, communication scholar and author of Diffusion of Innovations, claims that the following five factors can help determine whether a new idea will be adopted or not, including the idealism of the shift towards green: 1. Relative advantage: is the degree to which the new behavior is believed to accrue more beneficial outcomes than current practice. 2. Observability: is how easy it is to witness the outcomes of the new behavior. 3. Trialability: is the ease with which the new behavior can be tested by an individual without making a full commitment. 4. Compatibility: is the degree to which the new behavior is consistent with current practice. 5. Complexity: is how difficult the new behavior is to implement.

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NMI'S 2007 US LOHAS CONSUMER SEGMENTATION MODEL

(% GENERAL POPULATION IN NMI DEFINED CONSUMER SEGMENT)
lohas naturalites drifters conventionals unconcerned

GOLDEN RULES OF GREEN MARKETING 1. Know your Customer : Make sure that the consumer is aware of and concerned about the issues that your product attempts to address, (Whirlpool learned the hard way that consumers wouldn't pay a premium for a CFC-free refrigerator because consumers dint know what CFCs were.). 2. Educating your customers: isn't just a matter of letting people know you're doing whatever you're doing to protect the environment, but also a matter of letting them know why it matters. Otherwise, for a significant portion of your target market, it's a case of "So what?" and your green marketing campaign goes nowhere. 3.Being Genuine & Transparent: means that a) you are actually doing what you claim to be doing in your green marketing campaign and b) the rest of your business policies are consistent with whatever you are doing that's environmentally friendly. Both these conditions have to be met for your business to establish the kind of environmental credentials that will allow a green marketing campaign to succeed. 4.Reassure the Buyer: Consumers must be made to believe that the product performs the job it's supposed to do-they won't forego product quality in the name of the environment. 5.Consider Your Pricing: If you're charging a premium for your product-and many environmentally 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 it's worth it. 6.Giving your customers an opportunity to participate: means personalizing the benefits of your environmentally friendly actions, normally through letting the customer take part in positive environmental action

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7.Thus leading brands should recognize that consumer expectations have changed:It is 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. Benefits of Green Marketing Green marketing offers business bottom line incentives and top line growth possibilities. While modification of business or production processes may involve start-up costs, it will save money in the long term. For example the cost of installing solar energy is an investment in future energy cost savings. Companies that develop new and improved products and services with environmental impacts in mind give themselves access to new markets, substantially increase profits and enjoy competitive advantages over those marketing non-environmentally responsible alternatives.

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WHAT MAKES MARKETING GREEN? But you cant really market your business or your product as green without managing how your company functions with respect to the environment. Green marketing can take many forms. For instance, you may market eco-friendly aspects such as: Operational sustainability: Service companies and manufacturers can improve operational sustainability by reducing everyday energy and water consumption, minimizing pollution, using greener materials and processes, and properly managing waste. Green products: Companies producing products can do many things to improve the green factor of their offerings, including choosing sustainable materials, designing products to save energy and water, and making products that are less toxic and more natural than competitors goods. Greener products will also be packaged in an eco friendly manner and will be made to be easily recycled or composted. Sustainable marketing: Youll also want to ensure that the actual marketing systems you use are green, which is really distinct from your operational sustainability which focuses on manufacturing and production. For instance, when printing marketing materials, use 100% post-consumer recycled paper made without chlorine (called processed chlorine free) and printed using plant-based dyes (like soy inks). You could also investigate tools like green web hosting, carbon offsets for any marketing emissions you may cause, recycling any unused materials from billboards and signage, ecological packaging, and so on. Environmental causes: Any organization can choose to promote environmental causes. Nonprofits and NGOs will engage in green marketing to get the word out about their activities, but for-profits can also suppose environmental causes by making donations and advertising for these environmental do-gooders as part of a green marketing campaign.

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GREEN MARKETING STRATEGIES V/S Conventional Marketing

Green Marketing

Conventional Marketing

Consumers

Human beings withlives

Consumers with lifestyles

Products

Cradle-to cradle flexible cradle-to-gave services all products

one

size

fits

for

Marketing And Educational values Communication

Selling oriented and benefits

Corporate

Proactive,interdependent,co operative, holistic,long term

Receptive,independent,competitive,dep artmentalized,short term oriented profit maximizing.

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Green Marketing Mix Every company has its own favorite marketing mix. Some have 4 P's and some have 7 P's of marketing mix. The 4 P's of green marketing are that of a conventional marketing but the challenge before marketers is to use 4 P's in an innovative manner. The four Ps of green marketing Like conventional marketers, green marketers must address the 'four Ps' in innovative ways. 1. 2. 3. 4. Product. Price. Place. Promotion.

A model of a green marketing-mix should, of course, contain all 4Ps: 1-Product : A producer should offer ecological products which not only must not contaminate the environment but should protect it and even liquidate existing environmental damages. Entrepreneurs wanting to exploit emerging green markets will either:

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identify customers' environmental needs and develop products to address these needs; or Develop environmentally responsible products to have less impact than competitors.

The increasingly wide varieties of products on the market that support sustainable development and are good for the triple bottom line include:

Products made from recycled goods, such as Quik'N Tuff housing materials made from recycled broccoli boxes. Products that can be recycled or reused. Efficient products, which save water, energy or gasoline, save money and reduce environmental impact. Queensland's only waterless printer, Printpoint, reduces operating costs by using less water than conventional printers and is able to pass the savings on to customers. Products with environmentally responsible packaging. McDonalds, for example, changed their packaging from polystyrene clamshells to paper. Products with green labels, as long as they offer substantiation. Organic products many consumers 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 such as toy libraries. Certified products, which meet or exceed environmentally responsible criteria.

Whatever the product or service, it is vital to ensure that products meet or exceed the quality expectations of customers and is thoroughly tested. 2-Price: Prices for such products may be a little higher than conventional alternatives. But target groups like for example LOHAS are willing to pay extra for green products. Pricing is a 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 are usually an added bonus but will often be the deciding factor between products of equal value and quality. Environmentally responsible products, however, are often less expensive when product life cycle costs are taken into consideration, for example fuel-efficient vehicles, water-efficient printing and non-hazardous products. 3.Place : A distribution logistics is of crucial importance; main focus is on ecological packaging. Marketing local and seasonal products e.g. vegetables from regional farms is more easy to be marketed green than products imported.

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The choice of where and when to make a product available will have significant impact on the customers you attract. Very few customers will go out of their way to buy green products merely for the sake of it. Marketers looking to successfully introduce new green products should, in most cases, 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 the venue. The location must differentiate you from your competitors. This can be achieved by in-store promotions and visually appealing displays or using recycled materials to emphasize the environmental and other benefits. 4.Promotion: A communication with the market should put stress on environmental aspects, for example that the company possesses a CP certificate or is ISO 14000 certified. This may be publicized to improve a firms image. Furthermore, the fact that a company spends expenditures on environmental protection should be advertised. Third, sponsoring the natural environment is also very important. And last but not least, ecological products will probably require special sales promotions. Promoting products and services to target markets includes 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 communications 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. 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, for example those produced by Land care Australia, Clean Up Australia and Planet Ark, under the banner of the Go Green Environment Fund. The key to successful green marketing is credibility. Never overstate environmental claims or establish unrealistic expectations, and communicate simply and through sources that people trust.

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Promote your green credentials and achievements. Publicize stories of the company's and employees' green initiatives. Enter environmental awards programs to profile environmental credentials to customers and stakeholders Additional Social Marketing "P's" that are used in this process are as followed :

Publics-- Effective Social Marketing knows its audience, and can appeal to multiple groups of people. "Public" is the external and internal groups involved in the program. External publics include the target audience, secondary audiences, policymakers, and gatekeepers, while the internal publics are those who are involved in some way with either approval or implementation of the program. Partnership-- Most social change issues, including "green" initiatives, are too complex for one person or group to handle. Associating with other groups and initiatives to team up strengthens the chance of efficacy. Policy--Social marketing programs can do well in motivating individual behavior change, but that is difficult to sustain unless the environment they're in supports that change for the long run. Often, policy change is needed, and media advocacy programs can be an effective complement to a social marketing program. Purse Strings-- How much will this strategic effort cost? Who is funding the effort?

The level of greening-strategic, quasi-strategic, or tactical dictates exactly what activities should be under-taken by a company. Strategic greening in one area may or may not be leveraged effectively in others. A firm could make substantial changes in production processes but opt not to leverage them by positioning itself as an environmental leader. So although strategic greening is not necessarily strategically integrated into all marketing activities, it is nevertheless strategic in the product area.

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GREEN MARKETING PROCESS COMPONENTS

xternal Green Ps Paying customers Providers Politicians Pressure groups Problems Predictions Partners

Internal Green Ps Products Promotion Price Place Providing information Processes Policies

GREEN MARKETING

The Ss of Green Success Satisfaction of stakeholder needs Safety of products and Govt. Green Initiatives processes Social acceptability of500,000 the A clutch of Indian cities with a population of over will soon show case the government's ambitious project to promote public transport across the country. The pilot company projects, to be carried out in select cities, will either be government funded or based on the Sustainability of its public-private partnership model, depending on the merit of each case. State governments are expected to pool in their resources to support the initiative. The Ministry of Urban activities Development has invited proposals to promote sustainability of habitats. Green travel Habits, including popularizing the international concept of the shared bicycle scheme and shift towards public transport, would form the core of the project. Among the steps that the government is looking at is introduction of a common mobility card to be used for all modes of travel - metro rail, bus rapid transit system (BRTS), city buses and suburban railway. The same card will be used for parking and toll also. Under the National Mission for Sustainable Habitat (NMSH), the project will be taken up in some of the cities where Metro Railway and BRTS are already in place or are under implementation. The public bicycle scheme is yet another major being planned for the demo project across the select cities. A standard 34

feature in most international cities, the scheme is about making bicycles available for shared use by individuals who do not own them. Publicly-shared bicycles are a mobility service, mainly useful in urban environment for proximity travels. Barcelona's Bicing scheme and London's Boris Bikes are especially popular. Besides, a passenger information system is being planned at bus stations in these cities where electronic display boards would show the next time of the arrival of buses. According to the Ministry of urban development coordination to several states, information on bus arrival time would also be offered through

PATHS TO GREENNESS Green marketing involves focusing on promoting the consumption of green products. Therefore, it becomes the responsibility of the companies to adopt creativity and insight, and be committed to the development of environment-friendly products. This will help the society in the long run. Companies which embark on green marketing should adopt the following principles in their path towards greenness.

Adopt new technology/ Process or modify existing technology/ Process so as to reduce environmental impact. Establish a management control system that will lead to adherence of stringent environmental safety norms. Explore possibilities of recycling of the used products so that it can be used to offer similar or other benefits with less wastage. Using more environment-friendly raw materials at the production stage itself. Strategies

The marketing strategies for green marketing include: Marketing Audit (including internal and external situation analysis) Develop a marketing plan outlining strategies with regard to 4 P's Implement marketing strategies

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Strengths & Problems of Green Marketing

Strengths and Problems of Green Marketing GREEN MARKETING DOES LEAD TO SUCCESS BENEFITS OF GREEN MARKETING Today's consumers are becoming more and more conscious about the environment and are also becoming 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 advantages of green marketing are,

It ensures sustained long-term growth along with profitability. It saves money in the long run, thought initially the cost is more. It helps companies market their products and services keeping the environment aspects in mind. It helps in accessing the new markets and enjoying competitive advantage. Most of the employees also feel proud and responsible to be working for an environmentally responsible company.

Green marketing is not a theoretical concept only. A lot of firms are using this concept to consolidate their market positions. A few examples are-

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Tesco is pumping $200mn into environmental technologies to reduce the amount of energy they use by 50% compared with 2000 levels, by 2010.In addition to building 80 new eco stores across Britain over the next year the greenest of which will be constructed of recycled materials and will burn food waste for electricity-they are also making small changes that could have big results. They are paying customers not to use plastic bags which they expect would cut consumption by 25% in two years. Renewable Energy Corp.,a Norwegian Solar energy company, had the world's largest ever renewable energy IPO in may. $30 mn is what Goldman Sachs invested in Canadian alternative-fuels company Logen. It was one of the several green ventures for ex-Goldman and Nature Conservancy head Henry Paulson, US Treasury secy. According to a recent report from the climate group, an international environmental charity, 43 multinationals including Bayer, Dupont saved a combined $11.6 bn last year by improving energy efficiency, reducing waste output and harnessing solar power.

GE's ECOIMAGINATION campaign to cut carbon emissions, partly by selling low emissions products ranging from power plants to fluorescent light bulbs have raked in $10.1 bn in 2005 as compared with $6.2 bn in 2004.

The World's two largest insurance cos. Swiss Re and Munich Re are now taking cos. policies on climate change into consideration when determining risks. Similarly In Japan about 800 cos. annually publish reports explaining how they plan to cut carbon emissions and make their products and factories greener. GE signed a deal of $10 bn with British Petroleum to develop hydrogen power plants that will capture carbon and bury it underground so it doesn't lead to global warming. Goldman Sachs has invested more than $ 1bn in renewable energy sources, including biofuels Markets are also beginning to recognize that cos. that do not do right by Mother Nature may have more volatile stock prices. Goldman sachs' ESG (Environmental,

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Social and Governance) Index now ranks the world's largest cos. based on how environmentally friendly their operations are. Some of the Venture Capitalists who bankrolled the dot com boom of 1990s now see alternative forms of energy as next big thing. Vinod khosla, the silicon valley venture capitalist who got big and early with Google and Amazon, is now betting $50mn of his dot com cash on next generation ethanol. Venture capital investment in renewable energy cos. was up 36 % last year to a record $739mn. The wilder Hill Clean Energy Index which charts 40 alternative energy firms has risen 485 since its 2004 debut. World's largest wind turbine energy firm, India's Suzlon Energy was 28 times oversubscribed when it launched for $340 mn at the end of last year. Chinese Solar company Suntech power raised $ 400mn in December. Largest venture capital backed IPO in Europe last year was of German renewable energy company Q-cells, which raised $ 400 mn in October. Green marketing of cosmetics and toiletries in Thailand

Use of traditional cosmetics and toiletries manufactured from herbs and plant extracts has been popular in many Asian countries. However, green marketing of these products is rather recent. Encouraged by the growing environmental consciousness on the part of citizens and a growing market for cosmetics and toiletries, several global and local companies have entered Thailand. An international company, The Body Shop, and a local company, Oriental Princess, have employed green marketing strategies to build their customer base in the Thai market. Using case research method and questionnairebased surveys, an attempt has been made in this paper to analyze the green marketing strategies of these companies and their impact on consumer attitudes and brand loyalty. The research shows that that the two companies have made honest attempts to adopt green marketing strategies. However, Thai customers consider non-green attributes more important in making their purchase decisions. The two case companies have been able to create favorable attitudes and enjoy a high degree of brand loyalty

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PROBLEMS OF GREEN MARKETING Many organizations want to turn green, as an increasing number of consumers' ant to associate themselves with environmental-friendly products. Alongside, one also witnesses confusion among the consumers regarding the products. In particular, one often finds distrust regarding the credibility of green products. Therefore, to ensure consumer confidence, marketers of green products need to be much more transparent, and refrain from breaching any law or standards relating to products or business practices No matter why a firm uses green marketing there are a number of potential problems that they must overcome. One of the main problems is that firms using green marketing must ensure that their activities are not misleading to consumers or industry, and do not breach any of the regulations or laws dealing with environmental marketing. For example marketers in the US must ensure their green marketing claims can meet the following set of criteria, in order to comply with the FTC's guidelines. Green marketing claims must; *Clearly state environmental benefits; * Explain environmental characteristics; * Explain how benefits are achieved; * Ensure comparative differences are justified; * Ensure negative factors are taken into consideration; and * only use meaningful terms and pictures. Another problem firms face is that those who modify their products due to increased consumer concern must contend with the fact that consumers' perceptions are sometimes not correct. Take for example the McDonald's case where it has replaced its clam shells with plastic coated paper. There is ongoing scientific debate which is more environmentally friendly. Some scientific evidence suggests that when taking a cradle-to-grave approach, polystyrene is less environmentally harmful. If this is the case McDonald's bowed to consumer pressure, yet has chosen the more environmentally harmful option.

When firms attempt to become socially responsible, they may face the risk that the environmentally responsible action of today will be found to be harmful in the future. Take for example the aerosol industry which has switched from CFCs (chlorofluorocarbons) to HFCs (hydro fluorocarbons) only to be told HFCs are also a greenhouse gas. Some firms now use DME (dimethyl ether) as an aerosol propellant, which may also harm the ozone layer .Given the limited scientific knowledge at any point in time, it may be impossible for a firm to be certain they have made the correct environmental decision. This may explain why some firms, like Coca-Cola and Walt Disney World, are becoming socially responsible

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without publicizing the point. They may be protecting themselves from potential future negative backlash; if it is determined they made the wrong decision in the past. While governmental regulation is designed to give consumers the opportunity to make better decisions or to motivate them to be more environmentally responsible, there is difficulty in establishing policies that will address all environmental issues. For example, guidelines developed to control environmental marketing address only a very narrow set of issues, i.e., the truthfulness of environmental marketing claims. If governments want to modify consumer behavior they need to establish a different set of regulations. Thus governmental attempts to protect the environment may result in a proliferation of regulations and guidelines, with no one central controlling body. Reacting to competitive pressures can cause all "followers" to make the same mistake as the "leader." A costly example of this was the Mobil Corporation who followed the competition and introduced "biodegradable" plastic garbage bags. While technically these bags were biodegradable, the conditions under which they were disposed did not allow biodegradation to occur. Mobil was sued by several US states for using misleading advertising claims. Thus blindly following the competition can have costly ramifications. The push to reduce costs or increase profits may not force firms to address the important issue of environmental degradation. End-of-pipe solutions may not actually reduce the waste but rather shift it around. While this may be beneficial, it does not necessarily address the larger environmental problem, though it may minimize its short term affects. Ultimately most waste produced will enter the waste stream, therefore to be environmentally responsible organizations should attempt to minimize their waste, rather than find "appropriate" uses for it. Challenges Ahead Green products require renewable and recyclable material, which is costly. Requires a technology, which requires huge investment in R & D. Water treatment technology, which is too costly. Majority of the people are not aware of green products and their uses. Majority of the consumers are not willing to pay a premium for green products.

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Popularity and effectiveness Ongoing debate: The popularity of such marketing approach and its effectiveness is hotly debated. Supporters claim that environmental appeals are actually growing in numberthe Energy Star label, for example, now appears on 11,000 different companies models in 38 product categories, from washing machines and light bulbs to skyscrapers and homes.

However, despite the growth in the number of green products, green marketing is on the decline as the primary sales pitch for products. (NEEDS CITATION) On the other hand, Ropers Green Gauge shows that a high percentage of consumers (42%)feel that environmental products dont work as well as conventional ones. This is an unfortunate legacy from the 1970s when shower heads sputtered and natural detergents left clothes dingy. Given the choice, all but the greenest of customers will reach for synthetic detergents over the premium-priced, proverbial "Happy Planet" any day, including Earth Day. New reports, however show a growing trend towards green products. Confusion: One challenge green marketers -- old and new -- are likely to face as green products and messages become more common is confusion in the marketplace. "Consumers do not really understand a lot about these issues, and there's a lot of confusion out there," says Jacquelyn Ottman(founder of J. Ottman Consulting and author of "Green Marketing: Opportunity for Innovation.") Marketers sometimes take advantage of this confusion, and purposely make false or exaggerated "green" claims. Critics refer to this practice as "green washing". Greenwashing

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Corporations are increasingly recognizing the benefits of green marketing, although there is often a thin line between doing so for its own benefit and for social responsibility reasons. The term greenwashing refers to all industries that adopt outwardly green acts with an underlying purpose to increase profits. The primary objective of greenwashing is to provide consumers with the feeling that the organization is taking the necessary steps to responsibly manage its ecological footprint. In reality, the company may be doing very little that is environmentally beneficial The term greenwashing was first used by environmentalist Jay Westerveld when objecting to hotelier's practice of placing notices in hotel rooms which asked their quests to reuse towels to save the environment. Westerveld noted that there was little else to suggest that the hoteliers were interested in reducing their environmental impacts, and that their interest in washing fewer towels seemed to be motivated by a concern to save costs rather than the environment. Since then greenwashing has become a central feature of debates about marketing communications and sustainability, with awards for greenwashing established and numerous campaigns, law and advices developed in an attempt to reduce or curb it.

Green washing can be a somewhat nebulous concept until you start to see the results for yourself. To help paint a picture of some of the bigger greenwashing campaigns of recent history, here are some real world examples of greenwashing youll enjoy: Huggies Pure & Natural diapers: This greenwash campaign by Huggies attempts to convince its customers that the Pure & Natural are better for the environment because theyre made with things like aloe, vitamin E, and organic cotton. While these attributes are definitely greener, disposable diapers in general are thought to be fairly environmentally wasteful by most treehuggers. Boeings Airbus380: Here Boeing is attempting to sell their aircraft as eco-friendly (A better environment inside and out) though air travel is generally agreed to be one of the most polluting forms of transportation on the planet. NSW Minerals Council: In Australia, the NSW Minerals Council is selling their industry as one that employs more environmentalists than the entire environment movement, suggesting that their activities must be eco-friendly. Far from it, coal mining is highly destructive, and burning the resultant coal for energy is one of the dirtiest ways to power our society.

Here are some other examples of greenwashing:

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1. BP BP Global, have spent millions of dollars in claiming themselves as a green technology leader when in fact, they are responsible for one of the most destructive oil spill in the history of the world. 2. IBM IBM runs advertisements which claim that replacing computers and other computing devices often is a go green practice. Unfortunately these claims are deceiving as discarded computers and other devices have become a serious issue to deal with when it comes to waste management. 3. Sara Lee Sara Lee ran an advertisement for one of their bread products claiming that their new eco grain is sustainable than the normally used organic grain. An organic industry audit agency called them out and asked them to take back their words as the claim was completely unjustified. 4. Southern Company Southern Company is a coal company based in southeastern United States. It ran advertisements in 2010 promoting clean coal. Unfortunately, the concept of clean coal is false. Also Southern Company is known for high carbon dioxide emissions which harm the environment and is one of the reasons of global warming. 5. Shell Shell ran an advertising campaign Lets Go through which they aimed to reposition themselves as an energy company instead of an oil company. These ads implied Shells investment in green technology when in fact; their contribution towards a better environment has been devastating. They continue to drill oil at an increasing pace, which is reducing environmental resources every day across the planet. 6. Lexus The car company claimed that its new Hybrid cars have the lowest carbon dioxide emissions in their class. Although the step of Hybrid cars is in the right direction, but Lexus hybrid cars have the worst fuel economy compared to other hybrid cars and even non-hybrids.

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Top 10 green Indian companies Judging by the number of large, small and mid-size Indian companies that are setting the trend with green initiatives, India is serious about building environmental sustainability into her business practices. The following companies who made it to the list of top 10 green Indian companies prove the statistics right! Suzlon Energy The worlds fourth largest wind-turbine maker is among the greenest and best Indian companies in India. Tulsi Tanti, the visionary behind Suzlon, convinced the world that wind is the energy of the future and built his factory in Pondicherry to run entirely on wind power. Suzlons corporate building is the most energy-efficient building ever built in India. Suzlon One Earth Global Headquarters in Pune - Indias greenest building ITC Limited ITC strengthened their commitment to green technologies by introducing ozone-treated elemental chlorine free bleaching technology for the first time in India. The result is an entire new range of top green products and solutions: the environmentally friendly multi-purpose paper that is less polluting than its traditional counterpart.

ITC Papekrafts premium range of eco-friendly business paper

Everybody is motivated to do something about reducing carbon footprints, says Harsh Jha, Managing Director TML 44

 Tata Metaliks Limited (TML)

Every day is Environment Day at TML, one of the top green firms in India. A practical example that made everyone sit up and take notice is the companys policy to discourage working on Saturdays at the corporate office. Lights are also switched off during the day with the entire office depending on sunlight.

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 Aerial view of TNPL Paper Sector. The initiatives undertaken by this top green firm in India includes two Clean Development Mechanism projects and a wind farm project that helped generate 2,30,323 Carbon Emission Reductions earning Rs. 17.40 Crore.

Wipro Technologies

The list of top 10 green Indian companies is never complete without Wipro which climbed to the top five brand league in Greenpeace's 'Guide to Greener Electronics' ranking. Despite the global financial crisis, Wipro held fast to its commitment towards energy efficiency and was lauded for launching energy star compliant products in the market. Wipro broadens its green IT initiatives through its participation in "The Green Grid"

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 HCL Technologies

This IT major may be considered as the icon ofIndian green initiatives, thanks to the go green steps taken in solving the problem of toxics and e-waste in the electronics industry. HCL is committed to phasing out the hazardous vinyl plastic and Brominated Flame Retardants from its products and has called for a Restriction on Hazardous Substances (RoHS) legislation in India. The HCL Green Bag campaign that aimed at tackling e-waste

Oil and Natural Gas Company (ONGC)

Indias largest oil producer, ONGC, is all set to lead the list of top 10 green Indian 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. ONGCs green projects contribute to increased environmental awareness among local communinities

IndusInds solar-powered ATM

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expects to save around 1,980 Kw of energy annually IndusInd BankGreen banking has been catching up as among the top Indian green initiatives ever since IndusInd opened the countrys first solar-powered ATM and pioneered an eco-savvy change in the Indian banking sector. The bank is planning for more such initiatives in addressing the challenges of climate change.

IDEA CellularOne of the best Indian companies, IDEA, paints India green with its national Use Mobile, Save Paper campaign. The company had organized Green Pledge campaigns at Indian cities where thousands came forward and pledged to save paper and trees. IDEA has also set up bus shelters with potted plants and tendril climbers to convey the green message.

IDEAs green bus shelter in Mumbai

Hero Honda Green Ambassadors:

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Hero Honda Motors-

winners of the international interschool environment quiz competition

Hero Honda is one of the largest two-wheeler manufacturers in India and an equally responsible top green firm in India. The companys philosophy of continuous innovation in green products and solutions has played a key role in striking the right balance between business, mankind and nature.

PRESENT TRENDS IN GREEN MARKETING IN INDIA Organizations are Perceive Environmental marketing as an Opportunity 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 Responsible. In 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 by products Modify consumer and industry's use and /or consumption of harmful goods; or Ensure that all types of consumers have the ability to evaluate the environmen tal composition of goods. Competitors' Environmental Activities Pressure Firms to change their Environmental Marketing Activities. In order to get even with competitors claim to being environmentally

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friendly, firms change over to green marketing. Result is green marketing percolates entire industry. Cost Factors Associated With Waste Disposal or Reductions in Material Usage Forces 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.

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RESEARCH METHODOLOGY 1. 2. 3. 4. 5. RESEARCH OBJECTIVES To understand the concepts and importance of Green marketing. To understand the level of awareness regarding green marketing among consumers. To understand the buying behavior of consumers related to green marketing. To understand how green marketing helps company to build its image/ To understand the success of green marketing as a corporate social responsibility. RESEARCH METHODOLOGY Research Methodology is a way to systematically solve the research problem.It may be understood as a science of studying how research is donescientifi cally. When we talk of research methodology we not only talk of the re search methods but also consider the logic behind the methods we use in the context of our research study and explain why we are using a p a r t i c u l a r method or technique and why we are not using others .The major steps involved in research process are: Formulating the Research Problem Choice of Research Design Sources of Data Processing and analyzing the data Formulating the Research Problem: The problem well defined is half solved. The formulation of a g e n e r a l topic into a specific research problem constitutes the first step of specific enquiry. Unit of analysis: Consumers between age group of 25 to 40 yrs. Characteristics of Interest: Awareness of Green Marketing. Choice of Research Design: Every project requires an action plan and method for conducting a study. This project is more prone to single cross-sectional descriptive research design

SOURCE OF DATA

Primary Data Collection The data has been collected from the respondents through personal interviews and a detailed questionnaire was designed for that purpose. The questionnaire was designed according to the research objectives; the questions fulfill the aim of determining the impact on consumers towards green marketing.

Secondary data collection 50

Secondary data is very important to complete a project report. The purpose of this data was to supplement the primary data. The secondary sources of collecting data was Internet. Magazines Size of sample : This refers to the numbers of items to be selected from universe to constitute a sample. An optimum sample is one which fulfills the requirements of efficiencies ,representativeness , reliabilality ,and flexibility. Sample size-50 consumers

LIMITATIONS OF THE PROJECT DEMOGRAPHIC CONSTRAINTS Will be a main issue of concern. This is due to the reason that the data collection restricted to the jaipur only. 2. DATA RELIABILITY As the data will be collected from various sources the accuracy of the data collected would be an area of concern. It would be an uphill task to validate the data consistency of the collection of that data. 3. UNAWARENESS People are unaware of Green marketing. So it is a very challenging task for me.

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CONSUMER AWARENESS SURVEY ANALYSIS & INTERPRETATION

1.Are you aware of the term green marketing? a. Yes-40% b. No-60%

40 60
yes no

2.Have you heard of any campaign related to Green Marketing? a. Yes -19 b. No-32

35 30 25 20 15 10 5 0 yes 19

32

Series 1 Series 2

no

From this bar chart we can say that most of the respondents are not aware of any campaign related to green marketing.

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3. Have you been part of any such campaign? a.Yes -3 b. No -47 47

50 40 30 20 10 0 yes no

We can see here that out of 50 respondents only 3 has been part of such type of campaign

4. Do you consider the environmental aspects of the products before buying them? a. Yes-24 % b. No -28 % c. Sometimes-48

24 48
yes no some times

28

The above chart indicates that only 48% i .e. the majority of respondents consider the Environmental aspect some times. And, only 24% consider the environmental aspect of the product while buying it

5. Do you think that Green Marketing activities are good at addressing environmental issues? a.Yes -94% b. No-6%

53

yes no

94

From this pie chart, it indicates that 94% respondents think that green marketing and advertising are good sources of information about green products and services

6. Do you think that Green Marketing activities are good at addressing environmental issues? a. Yes -45 b. No-5

50 40 30 20 10 0

45

5
Column1 Series 2 yes no Series 1

Series 1 Series 2

We can see most of the respondents feel that Green marketing activities are good at addressingenvironmental issues 7. Do you think Green Marketing activities results in better products? a. Yes -82% b. No-18%

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82% yes

18% no

We can see most of the respondents feel that Green marketing activities are good at addressing environmental issues.

8.Do you think that Green Marketing strengthen company is image in the mind of consumers? a. Yes -37 b. No-13

40 35 30 25 20 15 10 5 0 yes no

37
13

The above chart indicates, majority of the respondents, i.e. 37 respondents feel that it strengthen companys image in the mind of consume.

9.Do you think that companies that focus on environmental concerns persuade consumers to buy products? a.Yes -58% b. No -42%

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42% 58%
yes no

Most of the respondents feel that it helps to persuade consumers to buy products.

10.Do you think that by implementing green marketing strategy the companies are able to gain competitive advantage over others? a. Strongly agree-34% b. agree-20% c. disagree- 40% d. strongly disagree-6%

strongly agree

agree

disagree

strongly dis agree

6% 20% 34%

40%

Most of them agree that by implementing green marketing strategy the companies are able to gain competitive advantage over others 11.Do you think sometimes companies are trying to cheat customers in the name of green products? a. Yes b. No

56

35 30 25 20 15 10 5 0 yes no

33 17

Here, we can say that most of the respondents have negative opinion. They feel that sometimes companies are trying to cheat the customers in the name of green products

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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 not focusing 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 such labeling 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. 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 the competitors. Firms, therefore, strive to improve upon their societal awareness. This complements the increase in consumers socially conscious behavior and will therefore give them an advantage over competitors who do not address these issues .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 is perceived to be less environmentally harmful. 2. Uncertainty as to which green marketing activities are acceptable from a government perspective.

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RESEARCH FINDINGS In my research work through the survey of questionnaire I find the following points1.Maximum numbers of respondents are not familiar with the term Green Marketing 2.Most of the respondents are not aware of any campaign related to green marketing 3.Maximum numbers of respondents sometimes consider the environmental aspects of the products while purchasing. 4.Significant numbers of respondents feel that green marketing and advertising are good sources of information about green products and services. 5.Most of the respondents feel that this marketing strategy helps to persuade consumers to buy products. 6.Also this type of strategy helps a company to get the competitive advantage over others. 7.Many respondents feel that sometimes companies are trying to cheat the customers in the name of green products.

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CONCLUSION & FUTURE ASPECTS CONCLUSION Green marketing covers more than a firm's marketing claims. While firms must bear much of the responsibility for environmental degradation, the responsibility should not be theirs alone. Ultimately green marketing requires that consumers want a cleaner environment and are willing to "pay" for it, possibly through higher priced goods, modified individual lifestyles, or even governmental intervention. Until this occurs it will be difficult for firms alone to lead the green marketing revolution. Having said this, it must not be forgotten that the industrial buyer also has the ability to pressure suppliers to modify their activities. Thus an environmental committed organization may not only produce goods that have reduced their detrimental impact on the environment, they may also be able to pressure their suppliers to behave in a more environmentally "responsible" fashion. Final consumers and industrial buyers also have the ability to pressure organizations to integrate the environment into their corporate culture and thus ensure all organizations minimize the detrimental environmental impact of their activities. Thus green marketing should look at minimizing environmental harm, not necessarily eliminating it. Green marketing covers more than a firm's marketing claims. While firms must bear much of the responsibility for environmental degradation, ultimately it is consumers who demand goods, and thus create environmental problems. One example of this is where McDonald's 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 disposes of their waste in an inappropriate fashion. While firms can have a great impact on the natural environment, the responsibility should not be theirs alone. It appears that consumers are not overly committed to improving their environment and may be looking to lay too much responsibility on industry and government. Ultimately green marketing requires that consumers want a cleaner environment and are willing to "pay" for it, possibly through higher priced goods, modified individual lifestyles, or even governmental intervention. Until this occurs it will be difficult for firms alone to lead the green marketing revolution. It must not be forgotten that the industrial buyer also has the ability to pressure suppliers to modify their activities. Thus an environmental committed organization may not only produce goods that have reduced their detrimental impact on the environment, they may also be able to pressure their suppliers to behave in a more environmentally "responsible" fashion. Final consumers and industrial buyers also have the ability to pressure organizations to integrate the environment into their corporate culture and thus ensure all organizations minimize the detrimental environmental impact of their activities. Now this is the right time to select Green Marketing globally. It will come with drastic change in the world of business if all nations will make strict roles because green marketing

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is essential to save world from pollution. From the business point of view because a clever marketer is one who not only convinces the consumer, but also involves the consumer in marketing his product. Green marketing should not be considered as just one more approach to marketing, but has to be pursued with much greater vigor, as it has an environmental and social dimension to it. With the threat of global warming looming large, it is extremely important that green marketing becomes the norm rather than an exception or just a fad. Recycling of paper, metals, plastics, etc., in a safe and environmentally harmless manner should become much more systematized and universal. It has to become the general norm to use energy-efficient lamps and other electrical goods. Marketers also have the responsibility to make the consumers understand the need for and benefits of green products as compared to non-green ones. In green marketing, consumers are willing to pay more to maintain a cleaner and greener environment. Finally, consumers, industrial buyers and suppliers need to pressurize effects on minimize the negative effects on the environment-friendly. Green marketing assumes even more importance and relevance in developing countries like India.

RECOMMENDATION Finite resources such as oil, metal, and even fresh water will become scarcer and more expensive. If businesses do not become more efficient in using these resources it will have a huge impact on the bottom line. Investing in Green Products thus changes from beyond doing good to ultimately good business sense. Thus they should:

Invest in research and create clean and environment friendly products. Recycle at every level. Educate masses about the environment issues because they are going to be the bulk consumers. Socially responsible investing in environment driven projects. Plant more trees.

The corporations must rethink: Their raw material and procurement strategies. They should develop new products They should redesign existing products and service. They should realize that pollution prevention can be a cost saving activity. They should steer their product and packaging designs to use less material

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THE FUTURE OF GREEN MARKETING There are many lessons 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 marketing's future? Business scholars have viewed it as a fringe topic, given that environmentalism's acceptance of limits and conservation does not mesh well with marketing's 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 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 pro ducts and target relevant consumer market segments. Broaden mainstream appeal by bundling consumer desired value into environmental products.

CALIBRATION OF CONSUMER KNOWLEDGE Educate consumers with marketing messages that connect environmental attributes with desired consumer value. Frame environmental product attributes as solutions for consumer needs. Create engaging and educational internet sites about environmental products desired consumer value. 62

CREDIBILITY OF PRODUCT CLAIM Employ environmental product and consumer benefit claims that are specific and meaningful. Procure product endorsements or eco-certifications from trustworthy third parties and educate consumers about the meaning behind those endorsements and eco certifications Encourage consumer evangelism via consumers social and internet communication network with compelling, interesting and entertaining information about environmental products.

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QUESTIONNAIRE GREEN MARKETING & ITS IMPACT ON CONSUMERS NAME.. ADDRESS 1. Are you aware of the term green marketing? a. Yes b. No 2. Have you heard of any campaign related to Green Marketing? a. Yes b. No 3. Have you been part of any such campaign? a.Yes b. No 4.Do you consider the environmental aspects of the products before buying them? a. Yes b. No c. Sometimes 5. Do you think that Green Marketing activities are good at addressing environmental issues? a.Yes b. No 6. Do you think that Green Marketing activities are good at addressing environmental issues? a. Yes b. No 7. Do you think Green Marketing activities results in better products? a. Yes b. No 8.Do you think that Green Marketing strengthen company image in the mind of consumers? a. Yes

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b. No 9.Do you think that companies that focus on environmental concerns persuade consumers to buy products? a.Yes b. No

10.Do you think that by implementing green marketing strategy the companies are able to gain competitive advantage over others? a. Strongly agree b. agree c. disagree d. strongly disagree 11.Do you think sometimes companies are trying to cheat customers in the name of green products? a. Yes b. No

WEBLIOGRAPHY www.greenmarketing.net/stratergic.html www.epa.qld.gov.au/sustainable_ industries www.wmin.ac.uk/marketingresearch/marketing/greenmix.html www.indianmba.com/knowledgezone. www.coolavenues.com/knowledgezone/marketing/greenmarketing:oppurtunities and challenges. www.ecomall.com www.greenmarketingcorner.coM www.greenpeace.org www.greenmarketing.com

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BIBLIOGRAPHY Philip Kotler & G. Armstrong. Principles of marketing. New Delhi, Prentice Hall.2 Richa Agrawal, Green Marketing: An Emerging Trend (PMR, Vol.5,April 2000) Unruh, G; Ettenson, R; Harvard Business Review; Journal article reprint; Harvard Business Publishing Jacquelyn A. Ottman, Green marketing ,Green leaf publishing limited. Donald A. Fuller ,sustainable marketing Frank Rottgers, Going green together Paola Sassi, Strategies or sustainable architecture

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