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IMPLEMENTATION OF GREEN MARKETING IN INDIAN SCENARIO

PRESENTED BY: SAI SREE DIVYA UZMA AFREEN (VJIM)

CONTENTS 1.Introduction to Green Marketing 2.Objective of the study 3.Benefits and Challenges 4.The Four Ps of Green Marketing 5.Current Scenario 6.Data and Findings 7.Companies taking initiative in Green Marketing 8.Conclusion

OBJECTIVES OF THE STUDY  To discuss the need for Green marketing in India from different

perspectives.  To study the present scenario and potential of Green marketing in India.  To study the challenges faced by Green marketers in India.  The paper also aims to understand green marketing mix and points out the challenges.

INTRODUCTION o According to the American Marketing Association, green marketing is the marketing of products that are presumed to be environmentally safe. Thus green marketing

incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. (Philip Kotler) o Green marketing was given prominence in the late 1980s and 1990s after the proceedings of the first workshop on Ecological marketing held in Austin, Texas (US), in 1975. Several books on green marketing began to be published thereafter. o The management of green marketing activity continues to evolve as companies incorporate new thinking about climate change throughout their organizations. Initial green marketing efforts focused on the recycling of products such as aluminum cans and photocopier toner cartridges.

o The study of green marketing reflects an interest in becoming more aware of ecological and sustainability issues and consistently working to achieve higher levels of sustainability. o 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. o Over time, firms have begun to consider ways to modify inputs to production that limit the influence of the products on the environment.

BENEFITS OF GREEN MARKETING: 1) Environmental Benefits : Ex-Chevrolet Volt 2) Developing Economies: Ex-increased exposure to drought, intense storms, floods. 3) Consumer Benefits: Ex- reduce pollution 4) Strategic Benefits: Ex- enhance image of the brand among consumers. 5) Product Benefits: Ex- hybrid engine is a product innovation. 6) Production Process Benefits: Ex- handling of products, by-products, and waste 7) Supply Chain Benefits Ex-(GSCM) is becoming increasingly important for Indian manufacturers.

CHALLENGES FACED WHILE IMPLEMENTING GREEN MARKETING: 1) Avoiding Green Myopia 2) Need for standardization 3) New Concept 4) Patience and Perseverance 5) Cost Factor 6) Convincing customers 7) Sustainability

Green Marketing Mix Product

Price

Place

Promotion

While manufacturing green products the firms should incorporate environmentally friendly resources or materials in the product. The characteristics of the resources or materials used in the product and its packaging should influence environmental elements.

It is often perceived by the consumers that the prices of green products are relatively higher compared to the traditional products. If production and operating costs are lowered, it would give green products more competent force on the market.

Green products and services which are to be delivered from the point of producers to the point of ultimate green consumers. In this context, the firm should choose a proper channel considering product characteristics, consumer characteristics and market characteristics.

The firms should focus more on “Green Advertising” in order to communicate to its green customers (who uses eco-friendly products) and as well as traditional customers (who are not green s) about the concept of environmental protection. Apart from this, the firms should also launch promotional tools such as schemes, coupons,

CURRENT SCENARIO AND IMPLEMENTATION Companies take on green marketing- Over the course of 2013, it's been an exclusive club of progressive businesses such as Unilever, Nike, BMW, Puma and Walmart that have been challenging this paradigm with their positive stories of eco-innovation. Many analysts are predicting that 2014 will be a make-or-break-it year for many green businesses as increasing competition in the green sector drives some businesses to new heights of innovation and service while other businesses lag behind. Trends may come and go, and of course, it is impossible for any green business to stay on top of all of them, nor is it worthwhile to try. However, keeping track of green business trends is a great way to ensure that your business stays fresh, flexible, and creative in the face of new challenges and opportunities, the surest way to green business success in 2014 and beyond.

Company

Green Marketing Initiatives

Philips India

• Energy saving Lights. • Medical Equipments. • House hold appliances.

Mahindra Reva

• Electric Vehicle-“e2o”. • Earth friendly small tractor designed to the farmers.

Wipro Technologies

• Sustainable IT products and solutions, which help customers, achieve high productivity in energy, space and asset management through the lifecycle. • Recycled plastic. • Launched Green ware ranges of desktops are not only 100% recyclable, but also toxin-free.

DATA AND FINDINGS Familiarity with and attitude towards Green Marketing and environment In all of the 126 respondents 63.5% were familiar with the concept of green marketing and rest 36.5% was

unaware about this concept. A majority at 88.1% although claim that they worry about the environment.

1. A majority of respondents were familiar with the concept of green marketing and worry about the Environment.

2. Consumers in north regions have different attitude towards green products, with latter having more favorable attitude. 3. Male and female respondents show no significant difference in attitude towards green products. 4. Consumers who are older have less favorable attitude towards green products. 5. Richer consumers have less favorable attitude towards green products.

(Source: Secondary research from CII , Mckinsey reports)

CONCLUSION • Organized and unified campaigning • Marketers and producer should develop their product and services

according to the genuine need of the customers • The research and development expenses should be increased • Government should subsidize the green efforts, so that marketer could avail green product and services at reasonable prices.

•

Introduce new ways of enhancing green efforts.

• Adapt green policies as long term strategy. • Work and efforts are required on part of the government and

industry for proper planning and implementation of green.