Green Marketing

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GREEN MARKETING

Abstract: This report analyses the integration of environmental issues into the marketing planning by marketers and the strategies adopted by them to market their products and services. This study emphasises that “Proactive green marketers” adopting a free market system in their values are the most genuine group in implementing green marketing voluntarily and seeking competitive advantage through environmental friendliness. The study further delves in to the green consumer segment and the usage of marketing mix tools by marketers. From a marketing theory perspective, the logic of green marketing has been analysed by studying the relationships between marketing strategies and functions of a company. The results suggest that most of the companies studied in this report emphasise environmental issues in their values, marketing strategy and implementation.

Introduction:4

CONCEPT OF CORPORATE ENVIRONMENTALISM AND GREENING OF STRATEGIC MARKETING:5

OBJECTIVES OF THE STUDY:6

GREEN PRODUCTS AND SERVICES:6

WHAT EXACTLY ARE GREEN PRODUCTS AND SERVICES?6
AND THE NEED FOR A FIRM TO GO GREEN?7

METHODOLOGY USED:7

THEORETICAL APPROACH TO GREEN MARKETING:8

THE GREEN MARKETING STRATEGY MIX:10

LEAN GREENS:10
DEFENSIVE GREEN STRATEGY:12
SHADED GREEN STRATEGY:13
EXTREME GREEN STRATEGY:14

SUMMARIZING THE GREEN MARKETING STRATEGIES USING THE MARKETING MIX TOOLS15

THE GREEN CONSUMER SEGMENT:15

TRUE BLUE GREENS (COMMITTED)16
GREENNBACK GREENS(PROACTIVE)16
SPROUTS(INFLUENCED ONES):16
GROUSERS(UNAWARES)16

GREEN CONSUMERS SEGMENT, AN INDIAN PERSPECTIVE16

DATA ANALYSIS ON GREEN LIFESTYLE BEHAVIORAL TEST.18

DATA COLLECTION18
DATA ANALYSIS:19
CLOUD COMPUTING AND ITS IMPACT:21
MARKET POTENTIAL OF GREEN TECHNOLOGY AND SERVICES IN INDIA23 GROWTH DRIVERS23
GROWING CONTRIBUTION FROM MSMES24
INCREASED FINANCING AVAILABLE IN INDIA24
INDUSTRIAL DEMAND FOR ENVIRONMENTAL TECHNOLOGY AND SERVICES24 GOVERNMENT’S DRIVE24
INCREASED DOMESTIC DEMAND DUE TO GROWTH IN URBAN POPULATION25 GRASS ROOT INNOVATIONS25

INITIATIVES TAKEN UP BY BUSINESS ORGANISATIONS TOWARDS GREEN MARKETING:26

CONCLUSION:28
BIBLIOGRAPHY AND REFERENCES:30
ANNEXURE 1 B:31
QUESTIONNAIRE31

Introduction:

Green Marketing has been an important academic research topic since it came about (coddington,1993, fuller1999, ottman, 1994). Attention was drawn to the subject in the late 70’s when the American marketing association organised the first ever workshop on ecological marketing in 1975 which resulted in the first book on the subject entitled ecological marketing by henion and kinnear in 1976.

The first definition of green marketing was according to henion which states “ the implementation of marketing programmes directed at the environmentally conscious market segment (banerjee,99).

Peattie and Crane, 2005, claims that despite the early development, it was only in the late 80’s that the idea of green marketing actually made an appearance, because of the consumers’s growing interest in the green products, increases awareness and willingness to pay for green features.

Thus green marketing can be summarized as below according to fuller,1999,

“The process of planning, implementing, and controlling the development, pricing, promotion and distribution of products in a manner that satisfies the following three criteria: (1) customer’s needs are met, (2) organisational goals are attained, (3) the process is compatible with ecosystems”

The first indication of consumer interest in green products came through Vandermerwe and oliff’s (1990) survey. This stated that more than 92% of European Multinationals claimed to have changed their products in response to green concerns and 85% claimed to have changed their product systems.

Green products introduction increased by more than double to 11.14% of all new household...
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