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TRANSCRIPT
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[ T y p e t h e c o m p a n y
n a m e ]
[ T y p e
S U B M I T E D B Y :
A M A N T A M A K U W A L A
R O L L N O . - 3 4 0
B . C O M ( H )
U N D E R G U I D A N C E O F :
P R O F . D R . P . P . G H O S H
D E P A R T M E N T O F C O M M E R C E
S T X A V I E R S C O L L E G E K O L K A T A
GREEN MARKETING-A Way Towards Sustainability
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PREFACE
Professional education is not perfect without fieldwork. Project is an essential part. It makes
familiar to the student with current market position .This report is a humble attempt to
understand the concept of green marketing. Driven by fears for the future, consumer demand
for sustainable products is built on trust. This project report will be helpful in analyzing the
consumer perception towards products and services. This manual is about the new rules of
green marketing that increasingly characterize the purchasing sensibilities of billions of
consumers around the world.This manual is also about these two forces coming together to
open the doors for young, innovative upstarts such as Method to go green and mainstream
from their very beginnings and what everyone can learn by studying their ingeniously unique
strategies.
I am very thankful who have directly or indirectly helped me in preparing the project.
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ACKNOWLEDGMENT
This Project report has been possible through the direct and indirect co-operation of various
persons who bears the imprint of their efforts for my work. I take up this opportunity to
acknowledge the invaluable assistance of various people who helped me in successful
completion of this Project Report.
Firstly, I would like to thank my supervisorProf. P.P.Ghosh for his consultation,
guidance and assistance.
I would like to express my thanks to the relatives, friends and neighbors who provided
me the necessary resources to complete the Project & the provided help to me at every step.
I am also very thankful to the St. Xaviers College for introducing this Project work in
the main curriculum of Semester VI. This project has allowed me a practical exposure in the
corporate field and a brief introduction in the day-to-day working of an organization.
AMAN TAMAKUWALA
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CHAPTERISATIONSerial
No. Name of the Topic
Page
No.
Chapter -1 1 Introduction 5
1.1 History 6
1.2 Adoptability 9
Chapter - 2 Research Objectives 11
Chapter - 3 Literature Review 13
Chapter - 4 Research Methodolo 16Chapter- 5 Data Analysis & Interpretation 18
Chapter - 6 Conceptual Framework 26
4.1 Golden Rules of Green Marketing 27
4.2 Green Marketing : Adoption by Firms 28
4.3 Green Business Cycle 30
Chapter - 7 SWOT Anal sis 33
Chapter - 8 Practical Approach 36
8.1 Present Trend in Green Marketing in India 37
8.2 Green Marketin g: Corporate Initiatives(with Case
Studies)
39
CASE
STUDIES
Sony: Green ODO Line Products 39
Dell: Green Packing Initiative 41
Maruti Suzuki 43
Continental Airlines 45
Chapter - 9 Limitations of the Project 47
Chapter -10 Conclusion & Recommendations 49
10.1 Conclusion 5010.2 Recommendations 52
APPENDIX 53
Questionnaire 54
Bibliography 55
Annexure 56
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History
Although the term cause-related marketing is attributed to
American Express and its 1983 Statue o f Liberty Restoration project, the history of cause
marketing as we know it today dates back even further. The actual first cause-marketing
campaign may forever remain a mystery. For example, Marriott and the March of Dimes conducted
a cause-focused campaign in 1976. Famous Amos Cookies and Literacy Volunteers of America
also created a long-running cause-related promotion in
1979. American Express copyrighted the term Cause-Related Marketing but made no attempt to
limit the terms general use.
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
opinio n 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 environmenta lly conscious
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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 definit io n 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 influent ial peoplehas
slowed the growth of green products, says Makover, because companies are often reluctant to promote
their green attributes, and consumers are often skeptica l about claims.
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
o Product modification,
o Changes to the production process,
o Packaging changes, as well as
o Modifying advertising.
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Yet defining green marketing is not a simple task where several meanings intersect and contradict
each other; an example of this will be the existence of varying social, environmental and retail
definitions attached to this term. Other similar terms used are Environmental Marketing and
Ecological Marketing.
The 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, in simple terms Green marketing refers to the process of selling
products and/or services based on their environmental benefits. Such a product or service may be
environmentally friendly in it or produced and/or packaged in an environmentally friendly way. The
obvious assumption of green marketing is that potential consumers will view a product or
service's "greenness" as a benefit and base their buying decision accordingly. The not-so-obvious
assumption of green marketing is that consumers will be willing to pay more for green products than
they would for a less-green comparable alternative product - an assumption that has not been proven
conclusively, specially the mild effect which it had had on consumers has washed away by the p resent
recession (2008-09) only.
People buy billions of dollars worth of goods and services every yearmany of which harm the
environment in the way they are harvested, made, or used. Environmentalists support green
marketing to encourage people to use environmentally preferab le alternatives, and to offer
incentives to manufacturers that develop more environmental ly bene ficial products.
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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.
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2. Observability: ishow 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.
This green marketing booklet has been developed to help your SMEs to perfect a successful
Presentation of environmental commitment.
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Objective of the Study
To understand the concepts and importance of Green marketing.
To know the benefits of green marketing to sustainable development.
To study the background of sustainable development.
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 built its image.
To understand the success of green marketing as a corporate social responsibility.
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Literature Review
Cateora Graham, in International Marketing,
Has drawn a parallel line between green marketing and product development. The author has cited a
variety of examples where the importance of green marketing has been laid focus on. Green
marketing is term used to identify concern with the environmental consequences of a variety
ofmarketing activities. It very evident from the authors research and examples the packaging and
solid waste rules are burdensome but there are successful cases of not only meeting local standards
but also being able to transfer this approach to other markets.
Philip Kotler and Kevin Lane Keller in Marketing Management,
Has initiated the topic by discussing about the relevance of green marketing in the past few decades
and has also discussed the explosion of environmentally friendly products. However, according to
the author from the branding perspective green marketing programs have not been very successful.
Marketers tried and failed with green sales pitches over
thelast decade because of certain obstacles which the movement encountered. The consumer
behavior is such that most consumers appear unwillingly to give up the benefits of other alternatives
to choose green products. Along with definitions from different sources, the authors
Debraj Dutta and Mahua Dutta, of Marketing Management,
Have given an explanation of what is green marketing. According to the authors green marketing
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incorporates a broad range of activities including the modification of product, production process
and packaging. The authors have also discussed a few literature sources that have focused on green
marketing and its relevance in todays era. It was evident that the possible reasons because of which
organizations engage in green marketing.
K.K.Shrivastava & Sujata Khandai, the author of Consumer Behavior in Indian Context,
Has discussed green marketing legislation in association with themultinational corporations. These
face a growing variety of legislation designed to address environmental issues. Global concern for
the environment extends beyond industrial pollution, hazardous waste disposal and rampant
deforestation to include issues that focus directly on consumer products.
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Methodology
This paper has solicited the information from primary and secondary data. Field work in relation to
the case studies included in the project has been done through outlets, subsidiaries etc. Its secondary
data consist of reference books, research journals, newspapers and web-sites. Data was collected in
relation to fulfill the designed objectives of this paper.
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: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 asample. An optimum
sample is one, which fulfills the requirements of efficiency, representativeness, reliability andflexibility.
Sample size - 50 consumers
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DATA ANALYSIS & INTERPRETATION
RESULTS:According to the analysis of questionnaire most of the respondents were not aware about green
marketing but after reading the questionnaire they realized what it is all about.
1. Are you aware of the term green marketing?a. Yes b. No
14
36
0 5 10 15 20 25 30 35 40
No
Yes
The above bar graph indicates that out of 50, 36 respondents are not familiar with the term Green
Marketing. Many of them have a misconception with the term Green Marketing.
2.
Have you heard of any campaign related to Green Marketing?a. Yes
b. No
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From this bar chart we can say that most of the respondents are not aware of any campaign related to
green marketing.
3. Have you been part of any such campaign?a. Yes b. No
We can see here that out of 50 respondents only 3 has been part of such type of campaign.
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4. Do you consider the environmental aspects of the products before buying them?a. Yes b. No c. Sometimes
The above chart indicates that only 48% i .e. the majority of respondents consider the
Environmental aspect sometimes. And, only 24% consider the environmental aspect of the product
while buying it.
5. Do you think that Green Marketing and advertising are good sources of information about
green products and services?a. Yes b. No
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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 b. No
We can see most of the respondents feel that Green marketing activities are good at addressing
environmental issues.
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7.
Do you think Green Marketing act ivities results in better products?a. Yes b. No
In this above bar chart it is clearly indicates that 82% of respondents think this strategy results in better
products while 18% have different opinion.
8. Do you think that Green Marketing strengthen companys image in the mind of consumers?
a. Yes b. No
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The above chart indicates, majority of the respondents, i.e. 37 respondents feel that it strengthen
companys image in the mind of consumers.
9. Do you think that companies that focus on environmental concerns persuade consumers to buy
products?
a. Yes b. 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
b. agree
c. disagree
d. strongly disagree
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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
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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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.
2. Empower Consumers: Make sure that consumer feel by themselves or in concert with all the other
users of your product, that they can make a difference. This is called empowerment and due to this
main reason consumers will buy greener products.
3. Be Transparent: Consumers must believe in the legitimacy of the product and the specific claims
made in regard.
4. Reassure the Buyer:Consumers must be made to believe that the product performs the job its
supposed to do-they wont forego product quality in the name of the environment.
5. Consider Your Pricing: If youre charging a premium for your product-and 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 its worth it.
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Green Marketing: Adoption by firms
Green marketing has been widely adopted by the firms worldwide and the fo llo wing are the possible
reasons cited for this wide adoption:
1) OPPORTUNITIES - As demands change, many firms see these changes as an opportunity to be
explo ited and have a competitive advantage over firms marketing non-environmentally responsible
alternatives. Some examples of firms who have strived to become more environmentally responsible,
In an attempt to better satisfy their consumer needs are:
McDonald's rep laced its clam shell packaging with waxed paper because of increased consumer
concern relating to polystyrene production and Ozone depletion.
Xeroxintroduced a "high quality" recycled photocopier paper in an attempt to satisfy the demands of
firms for less environmentally harmful products.
2) GOVERNMENTAL PRESSURE - As with all marketing related activities, governments want to
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"protect" consumers and society; this protection has significant green marketing implications.
Governmental regulations relating to environmental marketing are designed to protect consumers in
several ways. Governments establish regulations designed to control the amount of hazardous wastes
produced by firms.
New Delhi, the India's capital was getting polluted gradually at a very fast pace t ill Supreme Court of
India forced a change of fuel on it. In 2002, a directive was issued to completely adopt CNG in all
public transport systems to curb pollut ion.
3) COMPETITIVE PRESSURE - Another major force in the environmental marketing area has been
firms' desire to maintain their co mpet it ive position. In many cases firms observe co mpet itors
promoting their environmental behaviors and attempt to emulate this behavior. In some instances this
competitive pressure has caused an entire industry to modify and thus reduce its detrimental
environmental behavior.
4) SOCIAL RESPONSIBILITY- Many firms are beginning to realize that they are members of the
wider community and therefore must behave in an environmentally responsible fashion. This translates
into firms that believe they must achieve environmental objectives as well as profit related objectives.
This results in environmental issues being integrated into the firm's corporate culture. A firm that is
very environmentally responsible but does not promote this fact, at least outside the organization, is
Walt Disney World (WDW). WDW has an extensive waste management program and infrastructure in
place, yet these facilit ies are not highlighted in their general tourist promotional activit ies.
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Green Business Cycle
GREEN IN MANUFACTURING
This focuses on using renewable energy for production and minimizing air and water pollution during
the manufacturing process.
Example: Energy Star is helping businesses and consumers save money and check pollution. Energy
star has its own pre defined parameters and gadgets which conform to the energy efficiency standards.
The businesses that jo in hands with energy star sign an MOU and upgrade their facility as per the
requirement outlined by Energy Star. There are about 2,400 corporations, hospitals, schools and other
organizations, which are energy star compliant in the US today.
GREEN IN PRODUCT DEVELOPMENT
This refers to either environment friendly or environment efficient products as demonstrated by the
fo llo wing examples.
Example: Kodaks Recyclable Camera When Kodak created its first disposable camera it also
solved the waste disposal problem by initiating a camera take back scheme during picture
processing. This not only reduced the waste disposable problem, it also saved Kodak the
manufacturing costs for new cameras. This made it completely recycled camera.
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GREEN IN SUPPLY CHAIN
Example: McDonalds is often blamed for polluting the environment because much of their
packaging finishes up as roadside waste. It must be remembered that it is the uncaring consumer who
chooses to dispose of their waste in an inappropriate fashio n.
With the intent to cut costs and work on eco-friendly image and practices McDonalds tried to reduce
the amount of material disposed by its stores. McDonalds asked the supplier to do away with the
cartons for napkins. The supplier suggested a better way and came up with dimpling pattern on
napkins, which enabled the supplier to pack 25% more napkins in one box and reduction in shipping
cost accordingly. McDonalds also allied with Environment Defense Fund (EDF) and created a waste
reduction plan. It also made a Paper Task Force to focus on paper waste reduction and better solid
waste management.
GREE
NIN PACKAGING
Packaging is a key element of marketing mix for promoting Green washing. It can also be an
effect ive too l to d isplay the Green component of the product.
Natural Package for a Natural Product: When creating product materials, markets need to
remember that a Green product is appealing to consumers for its benefits to the environment and for
its roots in natural resources. There should be a consistent look for the product package, or materials
that appear natural, not glossy or extravagant.
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GREEN IN SERVICES
With increased demand for value-based marketing, there is also growing demand ofGreen services.
Global customers are not only interested in cost cutting through outsourcing but are also looking for
energy efficient IT operations.
Example: ITC InfoTech is a good example to understand how to package the services Green
ITC InfoTech is a Bangalore based independent Subsidiary of ITC Ltd. At corporate level ITC is
working to establish itself as a carbon free co mpany. The company is working on Triple Bottom
Line i.e. soc ia l, economic and environmental capital. It is one of the 10 companies globally and first
one from India to start publishing sustainability report in compliance with G3 guidelines of Global
Reporting Initiat ive.
The company is investing in large-scale plantations to wash away its carbon positive
image.
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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 beca use 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
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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.
3. The possibility of a backlash from consumers or government based on existing green marketing
claims, threat one and two above may cause backlash to arise.
E.g. competitors gain market shares with green products and increased environmental regulations).
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Present Trends in Green Marketing in India
Organizations Perceive Environmental marketing to be an Opportunity that can be used
to achieve its objectives.
Firms have realized that consumers prefer products that do not harm the natural environment as
also the human health. Firms market ing such green products are preferred over the others not
doing so and thus develop a competitive advantage, simultaneously meeting their business
objectives.
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 byproducts
Modify consumer and industrys use and /or consumption of harmful goods; or goods
Competitors Environmental Activities Pressure Firms to change their Environmental
Marketing Activities
In order to get even with competitors claim to being environmentally friendly, firms change
over to green marketing. Result is green marketing percolates entire industry.
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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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Green Marketing: Corporate Initiatives
It is important in todays world because mankind has limited resources on the earth and if we want
long term sustainability of human life on this earths surface, then companies has to learn to conserve
these scarce natural resources and create products that have less environmental damage. Otherwise the
very existence of humankind will be under question mark.
Corporate are going green from the grassroots level to sustain and win the customers expectations.
The environment is becoming increasingly important part of the corporate reputations and they are
actively participating in greening the corporate strategy. Companies have converted almost all the
products to make them eco-friendly products. Following are the recent environment fr iendly init iat ives
taken by the companies.
Sony: Green ODOLine Products
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Sony has recent ly launched developed and launched a range of innovative products named as ODO
line products also called as Eco-chic. These products do not require AC adapter as they were powered
by kinetic or solar energy. Sony has used simplified packaging and recycled plastic in the
manufacturing of ODO products as a Sustainable Product initiative.
The ODO line products comprise of five products:
1. Spin N Snap: The spin and snap is a digital camera. It has two holes which are used as
viewfinder and chargers. On spinning the camera on ones fingers generates kinetic energy and
charges the device.
2. Push Power Play: Push power play is a display device with a roller on the base. The rollers
are used to charge the device by the friction of the device with hard surface.
3. CrankN Capture: Crank and Capture is a digital video camera with a crank used to operate
and generate power.
4. Pull and Play: The pull and play is a stereo headphone with a cord to simply pull and use.
5. Juice Box : The juice box is a credit card sized object used to recharge the other ODO
products.
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Sony has also added a new Twirl N Take hand powered digital camera to the odo line series.
Twirl N take digital camera has a sleek stem circle design. It is recharged by rolling the round
wheel on the hard surface.
Dell: Green Packaging Initiative
Greener Products and Packaging Initiatives.
We've all experienced problems with product packaging at some point. Fancy boxes you can t recycle,
large boxes for a small product and everyones least favorite packaging material Styrofoam.
Businesses placing large orders can find it difficult to manage the volume o f boxes and packing
materials, an obstacle to efficiently unpacking and setting up equipment, as well as a challenge to their
recyclingand waste management goa ls.
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At Dell, we are committed to developing innovat ive so lutions to help solve these packaging problems
with the ult imate goal of helping businesses and households reduce their packaging waste. We turned
this co mmitment into our 3Cs packaging strategy thatfocuseson the cube, the content and the curb.
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Maruti Suzuki
The company has remained ahead of regulatory requirements in pursuit of environment protection and
energy conservation at its manufacturing facilities, and in development of products that use fewer
natural resources and are environment fr iendly. The company credited the 'Just- in-Time' philo sophy
adopted and internalized by the employees as the prime reason that helped to excel in this direction.
The company has been promoting 3R since its inception. As a result the company has not only been
able to recycle 100% of treated waste water but also reduced fresh water consumption. The company
has implemented rain water harvesting to recharge the aquifers. Also, recyclable packing for bought
out components is being actively promoted.
The company has been facilitating implementation o f Environment Management System (EMS) at its
suppliers' end. Regular training programs are conducted for all the suppliers on EMS. Surveys are
conducted to assess the vendors who need more guidance. The systems and the environmenta l
performance of supp liers are audited. The green co-efficient of this system is much better than the
conventional system
The Countrys largest car manufacturer had managed to slash energy consumpt ion per car at its
Gurgaon factory by 26 per cent over the past six years, while its carbon dioxide (CO2) emissions
during car manufacturing processes has come down 39 per cent in the past five years. The model with
gas as fuel was adopted by Maruti Suzuki India Limited as their Green Marketing practices.
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.Maruti Suzuki : Green Growth
Over the years, through sustained investment on environment friendly technology for both products and
processes and in-house innovations, Maruti Suzuki has been able to bring down the per unit
consumption of precious natural resources like power and water. On every car manufactured by Maruti
Suzuki, there is
20% reduction in energy (power) consumption compared to 2000-01
54% reduction in water consumption compared to 2000-01
All Maruti Suzuki production facilities at Gurgaon and Manesar are ISO 14001 certified. Maruti
Suzuki was the country's first passenger car company to be certified for Environment Management
Systems as per ISO 14001 :1996 in 1999. The company has based its production operations on
the principle of"Smaller, fewer, lighter, shorter and neater". While a full-fledged department co-
ordinates environment init iatives, employees and partners contribute in promoting the 'Three R-
s':Reduce, Recycle and Reuse so that stress on natural resources is minimal in the manufacturing
processes.
Maruti Suzuki India Limited, the leader in Indian car market, has bagged the 'Golden Peacock
Eco-Innovat ion Award' for adopting environment friendly technology in its products and processes.
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Continental Airlines: Taking fuel efficiency to theskies
Continental Airlines has spent over $16 billion in the last decade to replace its entire fleet of airplanes
with more fuel-efficient ones, in addition to installing fuel-saving winglets that cut emissions 5% on
its 737 model aircraft. Beyond that, nitrogen oxide emissions from Continentals busy Houston hub
have been sliced by an astounding 75% since the year 2000. Continental might also be the only
company with 12 full time staff environmentalists on the payroll who are constantly pairing up with
engine manufacturers to design greener, more efficient processes into company operations. And is if
this werent enough, the company makes a point of sorting all of its trash to see what can be recycled.
Continental Airlines has implemented many measures to ensure utmost efficiency in their
operations. Their site states that they are the most fuel efficient major US carrier. Certainly, they
have backed this talk with concrete measures that have paid off. Here are several facts about their
fleet:
Continental has invested more than $12 billio n to acquire 270 energy fuel efficient aircraft and
equipment. This has resulted in a 35% reduction of greenhouse gas emission and fuel consumption per
revenue passenger mile.
As a result of investing heavily in fleet modernization, Continental has mitigated its greenhouse gas
emiss ion by 1.2 million metric tons.
The airline employs twin-engine aircraft, which consume less fuel and emit less CO2 than three- or
four-engine ones.
The company has installed more efficient fan blades to the engines of their Boeing 777s.
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Continentaly has outfitted their planes with winglets, which are designed to reduce emissions and
noise.
Continental Airlines has not only invested in and modified their fleet but they also have altered their
operations in such a way as to be more ecologically friendly:
The airline has worked cooperatively with the worlds governments in order to determine the
most efficient fight paths and implement them.
Continental has modified its flight planning system in order to come up with one that yields the
most efficient fuel consumption. The company also modifies this system every time new
technology becomes integrated into their fleet.
The company, where possible, employs alternative, energy-saving methods in providing air
conditioning and power to aircraft that are parked at gates.
Continental minimizes engine usage by: a.) employing ground vehicles in moving aircraft from
gate- to-gate and b.) using only one engine when ground taxiing.
The company trains personnel in fuel efficient procedures.
In landing sequences, Continental has reduced the use o f fuel-powered thrust reversers.
Continental Airlines has shifted to electronically-powered ground equipment in Houston, cutting
their nitrogen oxide emissions by 75%.
They use certified Low Emission Vehicles.
Continental is committed to building LEED certified facilities that also conform to US EPA
EnergyStar standards.
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LIMITATIONS OF THE PROJ ECT
While proceeding through the survey we came across numerous problems:
1. DEMOGRAPHIC CONSTRAINTS - will be a main issue of concern. This is due to the reason
that the data collection will be restricted to the Kolkata
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. UNAWARENESSPeople are unaware of Green marketing. So its a very challenging task for
me.
4. LIMITED RESOURCES- Even though the concept has been coined by several renowned
authors, the procedures and framework has not clearly been defined. Leading to inadequate
knowledge on our part while weak implementation on firms part as well.
5. The management and employees of the branch offices we visited d idnt give their full
cooperation even after persistent request.
6. Green Washing is not just an idea in books but a well practiced concept. It is deceptively used to
promote the perception that an organizat ion's a ims and po licies are environmentally friendly. It
has been boldly included in their primary objectives to lure the stakeho lders but actual result is
far from success.
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Conclusion
Green market ing do not strengthen co mpanys image in the mind of respondents that is very much
clear from trustworthiness of green claims and certainly it do not have posit ive image of the
organization in the minds of the respondents. It was observed that the respondents who were more
proactive with the environmental behavior have posit ive attitude towards green advertisements. It
means green advertisements have positive impact on only those who are already practicing it. Rest of
the respondents who were passive had very less impact on their buying behavior. This is the crucial
aspect that needs to be changed so that they can have positive impact on all the target market which
will have an effect on their buying behavior. The result of the study indicate that the advertisements
not reflected the companies level of greenness and the proposition that green advertising reflects
environmentally sound strategic and structural level dec isions.
Green market ing covers more than a firm's marketing claims. While firms must bear much o f the
responsibility for environmental degradation, the responsibility should not be theirs alone. Ult imately
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 governmenta l
intervention. Until this occurs it will be difficult for firms alone to lead the green market ing revo lut ion.
Having said this, it must not be forgotten that the industrial buyer also has the ability to pressure
suppliers to modify their act ivit ies. Thus an environmental committed organizat ion may not only
produce goods that have reduced their detrimental impact on theenvironment, they may also be able to
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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.
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Recommendations
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:
o Invest in research and create clean and environment friendly products.
o Clean energy sources such as solar, wind, bio-fuels and hydral power.
o Water harvesting.
o Recycle at every level.
o Move towards paper less office.
o Educate masses of the environment issues because they are going to be the bulkconsumers.
o Socially responsible investing in environment driven projects.
o Plant more trees.
The corporations must rethink:
o Their raw material and procurement strategies.
o They should develop new products
o
They should redesign existing products and service.
o They should realize that pollution prevention can be a cost saving act ivity.
They should steer their product and packaging designs to use less material.
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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 campa ign related to Green Marketing?
a. Yes b. No
3. Have you been part of any such campaign?
a.
Yes b. No4. 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
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8. Do you think that Green Marketing strengthen companys image in the mind of consumers?a. Yes 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
BIBLIOGRAPHY
Books Referred
Green Recovery, Andrew Winston
Greener Products: The Making and Marketing of Sustainable Brands, Al Iannuzzi
Philip Kotler & G. Armstrong. Principles of marketing. New Delhi, Prentice Hall. Richa Agrawal, Green Marketing: An Emerging Trend (PMR, Vol.5,April 2000) Harris, E. & Strout, E. (2001). Keeping customers happy. Sales and Marketing Management,
April, 153(4), 69. S.A.M. Advanced Management Journal, 63(1), 27-35.Holdway, A. (2001). Delighting
customers: understanding needs starts with employees .
Websites References
www.wikipedia.com www.greenmarketing.net
www.greenchipstocks.com
www.cokecce.com
www.propel-earth-init iat ives.com
www.marutisuzuki.com
http://www.wikipedia.com/http://www.greenmarketing.net/http://www.greenchipstocks.com/http://www.cokecce.com/http://www.propel-earth-initiatives.com/http://www.marutisuzuki.com/http://www.marutisuzuki.com/http://www.propel-earth-initiatives.com/http://www.cokecce.com/http://www.greenchipstocks.com/http://www.greenmarketing.net/http://www.wikipedia.com/ -
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ANNEXURE
Questionnaire forGreen Marketing
Name: SWATI SIPANI
Age: 24
Educational Institute: Pass out from M.S. Ramaiah College, Bangalore
1. What comes to you r mind when you hear the wordGreen? Trees
2. Have you heard of any campaign related to Green Marketing? Yes No: Yes
3. Have you been part of any such campaign? Yes No: No
4. Do you consider the environmental asp ects of the products before buying them? Yes No: Yes,
but not always
5. Do you think that Green Marketing and advertising are good sources of information about green
products and services? Yes No: Yes, mostly
6. Do you think that Green Marketing activi ties are good at addressing environmental issues? Yes
No: Yes, it does help in a big way.
7. Do you think Green Marketing activities results in better products? Yes No: Yes
8. Do you think that Green Marketing strengthen companys image in the mind of consu mers? Yes
No: Yes, but mostly consumers are unaware.
9. Do you think that companies that focus on environmental concerns persuade consumers to buy
products? Yes No: Yes
10. Are you aware of the eco-labeling initiatives of the government? Yes No:Yes, I have heard of it.
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ANNEXURE
Questionnaire for Green Marketing
Name: PRITI KHETAN
Age: 23
Educational Institute: Pass out from
Bhawanipore Gujarati Education Society
1. What comes to you r mind when you hear the wordGreen? Colour
2. Have you heard of any campaign related to Green Marketing? Yes No: No
3. Have you been part of any such campaign? Yes No: No
4. Do you consider the environmental aspects of the products before buying them? Yes No: No
5. Do you think that Green Marketing and advertising are good sources of information about green
products and services? Yes No: Yes
6. Do you think that Green Marketing activi ties are good at addressing environmental issues? Yes
No: Yes
7. Do you think Green Marketing activities results in better products? Yes No: Idon tknow
8. Do you think that Green Marketing strengthen companys image in the mind of consu mers? Yes
No: Yes
9. Do you think that companies that focus on environmental concerns persuade consumers to buy
products? Yes No: Yes
10. Are you aware of the eco-labeling initiatives of the gove rnment? Yes No: No
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ANNEXUREQuestionnaire for Green Marketing
Name: KESHAV JHUNJHUNWALA
Age: 20
Educational Institut e: St. Xaviers College
1. What comes to your mind when you hear the wordGreen? Pollution free
2. Have you heard of any campaign related to Green Marketing? Yes No: Yes
3. Have you been part of any such campaign? Yes No: No
4. Do you consider the environmental aspects of the products before buying them? Yes No: Yes
5. Do you think that Green Marketing and advertising are good sources of information about green
products and services? Yes No: Yes, not the only but it is good.
6. Do you think that Green Marketing activi ties are good at addressing environmental issues? Yes
No: Yes
7. Do you think Green Marketing activities results in better products? Yes No: Yes, mostly they
are better, for our environment atleast.
8. Do you think that Green Marketing strengthen companys image in the mind of consu mers? Yes
No: Yes, if the consumer is an aware one though.
9. Do you think that companies that focus on environmental concerns persuade consumers to buy
products? Yes No: Not necessarily
10. Are you aware of the eco-labeling initiatives of the gove rnment? Yes No: Yes
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ANNEXURE
Questionnaire forGreen Marketing
Name: SHWETA GOLCHHA
Age: 20
Educational Institute: Seth Anandaram Jaipuria College
1. What comes to your mind when you hear the wordGreen? Trees
2. Have you heard of any campaign related to Green Marketing? Yes No: Yes
3. Have you been part of any such campaign? Yes No: No
4. Do you consider the environmental aspects of the products before buying them? Yes No:
Sometimes
5. Do you think that Green Marketing and advertising are good sources of information about green
products and services? Yes No: Yes, advertising is good source.
6. Do you think that Green Marketing activi ties are good at addressing environmental issues? Yes
No: Yes
7. Do you think Green Marketing activities results in better products? Yes No: Maybe
8. Do you think that Green Marketing strengthen companys image in the mind of consu mers? Yes
No: Yes
9. Do you think that companies that focus on environmental concerns persuade consumers to buy
products? Yes No: No
10. Are you aware of the eco-labeling initiatives of the gove rnment? Yes No: Yes
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