NAME : RUCHIKA MOHTA

COURSE : BBA/T/606

SUPERVISOR : Ms. DIPA MITRA

TITLE : GREEN MARKETING

DATE : 5TH JULY, 2008

Dissertation submitted in partial fulfilment

Of the requirements of the Graduate Degree in

BACHELOR OF BUSINESS ADMINISTRATION (HONOURS)

J D BIRLA INSTITUTE

at the

JADAVPUR UNIVERSITY

at

KOLKATA
Declarations

To include plagiarism and ethical statements and word count is a formal

requirement

DECLARATIONS

I declare the following:

(1) That the material contained in this dissertation is the end result of my own
work and that due acknowledgement has been given in the bibliography and
all references to ALL sources be they printed, electronic or personal.

(2) The Word Count of this Dissertation is..5239...................

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an electronic copy or sections of the dissertation to be placed on the e-
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where it will be stored in a database and compared against work submitted
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In the event of the service detecting a high degree of similarity between content
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I declare that ethical issues have been considered, evaluated and appropriately
addressed in this research.

SIGNED: RUCHIKA MOHTA

RESEARCH ORGANISATION INFORMED CONSENT

FORM

Researcher’s Name: ____RUCHIKA MOHTA______________________

Student ID No. (If applicable): __BBA832075___________________________

Researcher’s Statement:

This project has been prepared on green marketing. The project is a part of
my curriculum of 6th semester. It has been a great source of learning, along
with a good experience and training session with the organization.

Any organisation manager or representative who is empowered to give consent

may do so here:

Name: __MR. MAHESHWAR RAUT_________________________________

Position/Title: ____MANAGER_______________________________

Organisation Name: ____BICCO AGRO PRODUCTS PVT. LTD.________

Location: _1, BRITISH INDIA STREET, KOLKATA______________________

Anonymity must be offered to the organisation if it does not wish to be identified

in the research report. Confidentiality is more complex and cannot extend to the
markets of student work or the reviewers of staff work, but can apply to the
published outcomes. If confidentiality is required, what form applies?
[] No confidentiality required

[] Masking of organisation name in research report

[ ] No publication of research report

Signature: _MR. MAHESHWAR RAUT_____ Date: _2ND JULY, 2008___

ACKNOWLEDGEMENTS

The contribution of my Faculty at J.D. Birla Institute of Management (Affiliated

to Jadavpur University) has made this project possible.

I owe a debt of gratitude to many people. Firstly, I would like to express my

gratitude towards Prof [Dr.] Suman K. Mukerjee for inculcating such a project in
the academic syllabus which has immensely helped me to develop my creative
abilities.

I am also grateful to Mrs. Dipa Mitra, the Faculty Coordinator of my project, for
providing encouragement and for the valuable interactions I have had with her.
Her valuable and appropriate inputs helped me to complete my paper successfully.

I am also thankful to Mr. Maheshwar Raut of Bicco Agro Products Pvt. Ltd. for his
continuous support and cooperation.

Finally, I would like to thank our Learning Resource Centre Coordinators. Their
support and coordination in providing study material has helped tremendously to
make the project informative and comprehensive.
 ABSTRACT

The topic for the internship project is green marketing and the organizational
objectives. This project was undertaken from the organization Bicco Agro
Products Pvt. Ltd. The firm is engaged in the production, trading and exporting
of bio-chemicals, bio-fertilizers and pesticides. The term at the organization will
start from 14th of May and ends on 4th of July.

Biotechnology is technology based on biology, especially when used in agriculture,

food science and medicine. It is a technological application that uses biological
systems, living organisms or derivatives thereof, to make or modify products or
processes for specific use. The project will incorporate the study of how the
organization is implementing biotechnology to serve organizational needs and take
care of the environment.

This project will help in gaining insights into the various alternatives available that
can be put to use in manufacturing pesticides, chemicals and fertilizers. India is an
agricultural based economy. Thus use of pesticides and fertilizers is very
essential. Thus biotechnology will take care of the agriculture sector as well as the
environment.
 TABLE OF CONTENTS

Page Number

Acknowledgements

Abstract

1. Introduction

2. Literature Review

3. Research Methodology

6
 3.1 Introduction to Research Methodology

3.2 Qualitative and Quantitative Research and Data Gathering

3.3 Data Analysis

4. Problem Statement (Case)

13

5. Results

14

5.1 Findings

14

5.2 Experiences after Return

15

5.2.1 Work Life

15

5.2.2 Social Life

15

5.2.3 Company Support

15

5.2.4 Individual Coping Strategies

15

5.3 Recommendations

16

6. Conclusion

17
 7. Executive Summary

19

Annexure

Bibliography

1. INTRODUCTION

The basic definition of green marketing has been misunderstood by majority.

Green marketing is not restricted to the promotion or advertising of products with
environmental characteristics. Green marketing incorporates modification in the
product, production process, packaging and advertising. However more
encompassing definition green marketing is:

Green or Environmental Marketing consists of all activities designed to generate and

facilitate any exchanges intended to satisfy human needs, such that satisfaction of
these needs and wants occur, with minimal detrimental impact on the natural
environment.[1]

Environment Protection along with achieving organizational goals and objectives is

the top priority of all the firms. This ensures a sustainable and all round
development. The main objective will be to analyze and draw conclusions about the
alignment of biotechnology and herbal products with that of the company’s
activities. Ultimately green marketing looks at how marketing activities utilize
these limited resources, while satisfying consumer wants, both of individuals and
industry, as well as achieving the selling organization’s objectives.

BICCO AGRO PRODUCTS PVT. LTD. is a pioneer in India in the development and
production of unique biological inputs for enhancing sustainable productivity of
agricultural, plantation, horticultural crops, and for human welfare. Bicco
emphasizes the utilization of plant derived natural products as core materials in
the development of plant nutrients, plant growth hormones, herbal inputs and
beverage product like tea of their importance in human health.

The company's core principle is optimal utilization of natural resources in the

production of eco-friendly products that would help in improving plant and human
health. This environment consciousness is the key to the success of the Bicco
Group backed by its strong Research and Development Unit. In brief, Bicco is
poised for a period of rapid growth with major investments in research with a
commitment to environment, ecology and human health. Bicco's R & D Unit has
been formally approved by the Department of Scientific & Industrial Research
(DSIR) of the Government of India in recognition of its contributions to the
development of natural products of agricultural and human importance.

2. LITERATURE REVIEW

Cateora Graham, in International Marketing, has drawn a parallel line between

green marketing and product development. The author has sited a variety of
examples where the importance of green marketing has been laid focus on. Green
marketing is a term used to identify concern with the environmental consequences
of a variety of marketing activities. It very evident from the author’s 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. [2]

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 the last decade because of certain obstacles which the
movement encountered. The consumer behaviour is such that most consumers
appear unwillingly to give up the benefits of other alternatives to choose green
products. [3]

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 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 today’s era. It was evident that
the possible reasons because of which organizations engage in green marketing. [4]

K.K.Shrivastava & Sujata Khandai, the author of Consumer Behaviour in Indian

Context, has discussed green marketing legislation in association with the
multinational 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. [5]

Kenneth E. Clow & Donald Baack the authors of Integrated Advertising,

Promotion and Marketing Communication. According to the authors the
marketers need to be aware of the threats and opportunities associate with four
trends in the natural environment namely shortage of raw materials, increased
cost of energy, increased pollution levels and the changing roles of government.
New regulations hit certain industries very hard and also that consumers often
appear conflicted about the natural environment. [6]

Jacquelyn A. Ottman the author of Green Marketing: Opportunity for

Innovation, has explained green marketing from an organizational standpoint,
environmental considerations should be integrated into all aspects of marketing
new product development and communications and all points in between. According
to the author environment should be balanced with primary customer needs. 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.
The lack of consensus by consumers, marketers, activists, regulators, and
influential people has slowed the growth of green products. [7]

According to the American Marketing Association (Wikipedia), 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. It could be concluded that 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. As we know that the emerging greenhouse gas
reduction market can potentially catalyze projects with important local
environmental, economic, and quality-of-life benefits. The Kyoto Protocol’s 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. [8]

Prof. Sanjit Kumar Dash author of Green Marketing: Opportunities &

Challenges has mentioned that all activities designed to generate and facilitate
any exchange intended to satisfy human needs or wants such that satisfying of
these needs and wants occur with minimal detrimental input on the national
environment. The evolution of green marketing involves (three phases) from this
article. 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. [9]

In the Strategic Marketing and Green Marketing, the Green Imperative is

impossible to ignore, and companies are scrambling to understand how to develop
business models that are more sustainable. After an objective analysis of all
product, process, and policy issues associated with your company as well as
performing an assessment of your current marketing strategy, we can develop a
comprehensive sustainability and corporate responsibility strategy to increase
ROI. The organization will then become more efficient through environmental and
social responsibility, achieve superior competitive advantage and brand
differentiation, as well as enhance your brand image in the marketplace. [10]

In accordance with the Strategic Marketing - Brand Development and Green

marketing the brand image is derived from marketing strategy. We can develop
the brand identity and mold the company's image within the framework of the
strategic marketing plan. This strategy and design teams develop the marketing
communications materials around maintaining a positive, distinctive, and consistent
brand image in the marketplace. [11]

The American Wind Energy Association has associated green marketing with wind
energy. Green marketing can improve the environmental profile of the U.S.
electricity supply if marketers sell a power product that includes a substantial
fraction of wind, geothermal, biomass (including landfill gas) and/or solar
resources. The generation of power from these renewable resource technologies
produces few or no air emissions, no carbon. They will be most vulnerable in
competitive markets and can most benefit from consumer support. While "green"
is difficult to define, and arguments can be made that natural gas and large
hydropower are less environmentally harmful than coal, oil, and nuclear power,
green-customer demand is unlikely to exceed the supply of large, existing
quantities of gas and hydro resources. [12]

Anja Schaefer from the The Open University (BBC) has mentioned that green
marketing is there in a sizeable market segment of green consumers who are
willing to pay a little more for environmentally friendly products from
environmentally friendly companies. Producers and retailers will react to this green
demand and environmentally friendly practices will be pushed through the supply
chain. Green marketing dates back several decades now, with specialist
manufacturers and retailers such as Ben and Jerry’s, the Body Shop and so forth,
leading the way. [13]

Green Marketing and Social Networks have discussed the problems related to
the idea of greening the world through marketing. The article has discussed that
organizations are not running charities and their main objective should be to align
their own objectives with that of the protection of the environment. And if it is
really delivered the environmental goods will deliver positive results for the
organization. The programme already lists quite a few problems with the various
environmental targets and actions described by retailers. [14]

David Wigder the writer of Reframing Global Warming across the

Political Spectrum provides a different approach towards green marketing from
this article. The author says that the green marketers are challenged to
efficiently reach consumers and effectively impact their attitudes and
behaviors. Marketing Green’s mission is to provide industry professionals with
practical strategic marketing advice on how to build green brands and motivate
mass market adoption of more sustainable products. Today, there is a common
perception that Democrats are more pro-environment than Republicans. [15]

Green marketing and biotechnology (Wikipedia) has provided a relationship

between. Biotechnology is often used to refer to genetic engineering technology
of the 21st century however the term encompasses a wider range and history of
procedures for modifying biological organisms according to the needs of humanity,
going back to the initial modifications of native plants into improved food crops
through artificial selection and hybridization. With the development of new
approaches and modern techniques, traditional biotechnology industries are also
acquiring new horizons enabling them to improve the quality of their products and
increase the productivity of their systems. Biotechnology is technology based on
biology, especially when used in agriculture, food science and medicine. [16]

3. RESEARCH METHODOLOGY

3.1 Introduction to Research methodology

Research in common parlance refers to a search for knowledge. One can also
define research as a scientific and systematic search for pertinent information on
a specific topic. The Advanced Learner’s Dictionary of Current English lays down
the meaning of research as “a careful investigation or inquiry especially through
search for new facts in any branch of knowledge”. According to Clifford Woody
research comprises defining and redefining problems, formulating hypothesis or
suggested solutions; collecting, organizing and evaluating data; making deductions
and reaching conclusions; and at last carefully testing the conclusions to determine
whether they fit the formulating hypothesis.

3.2 Qualitative and Quantitative Research and data gathering

Primary data will be collected by means of preparing a questionnaire and getting it

filled by a large sample space. These questionnaires will help in drawing conclusions
about the case. Secondary data will be gathered from the company documents,
books, internet sites, articles and journals on green marketing. Any new
information that could be a source of good learning will be given prime importance.
The main objective of this research will be to analyze and draw conclusions about
the alignment of biotechnology and herbal products with that of the company’s
activities.

Primary and secondary data so collected will be analyzed with the help of various
statistical tools. These tools will be of two basic forms: tabular and graphical
presentation. Under the graphical presentation, tools such as pie-charts,
histograms, line graphs, bar diagrams etc. will prove to be handy.

With the help of the primary and secondary data so collected, along with the
various statistical tools, an analysis will be performed. A conclusion will be drawn
based on this analysis. These tools will thus provide a water tight conclusion for
the case so framed.

3.3 DATA ANALYSIS

The data that has been collected is mainly of two types: Primary and Secondary.
This data was classified, compiled and analyzed to reach a definite conclusion. The
data has been presented in the form of tables and figures in the annexure along
with a theoretical explanation. Primary data has been presented in Annexure1 and
secondary data in Annexure2.
The primary data has been mainly assimilated from the questionnaires for the
purpose of reaching a consensus about the case. The questions have been framed
with the primary motive of leading to the case. The entire questionnaire can be
divided into three basic parts:

 Organization based questions

 Economy based questions
 Environment based questions

The options so framed helped in capturing a broad and self sufficient view of all
the individuals. The main motive was to collect the data in an unbiased fashion,
analyze the data so collected and draw a conclusion.

The secondary data was gathered from the company documents, books, internet
sites, articles and journals on green marketing. Any new information that was a
source of good learning was given prime importance.

The sample space of the primary data was 85. This facilitated the process of
obtaining answers from a variety of individuals, who provided a wide range of
answers. Thus the questionnaires provided an unbiased variety of answers which in
turn helped in reaching a definite conclusion.

RIMARY DATA

THE AGE GROUP AND OCCUPATION THAT WAS TARGETED

Annexure1: table 5.1(a) & 5.1(b) and figure 5.1(a) & 5.1(b)

Green marketing is a relatively new concept. Hence the age group which was
targeted started from 18 years to 50 years and above. The questionnaire provides
a widespread outlook, as the percentage of people questioned was almost equally
distributed among all the age groups. Majority of respondents belonged to the age
group of 18 to 25 years with 26% (Fig 5.1(a)).

The occupation of individuals mainly comprised of students, service, business and

others. Others included mainly homemakers, retired individuals etc. Similar to the
age group category, the percentage distribution in this category was almost equally
distributed. Majority of individuals belonged to the service class (Fig 5.1(b)).

AWARENESS ABOUT THE TERM “GREEN MARKETING”

Annexure1: table 5.2 & figure 5.2

Green or Environmental Marketing consists of all activities designed to generate

and facilitate any exchanges intended to satisfy human needs or wants, such that
satisfaction of these needs and wants occur, with minimal detrimental impact on
the natural environment.

Green marketing, as it is known, is a new ‘term’ that has been incorporated in the
various fields of management. This was very evident from the data collected.
Nearly 45% that is 40 out of 85 individuals were unaware of the term ‘green
marketing’. In order to overcome this problem the next question comprised of the
definition of green marketing.

AWARENESS ABOUT THE CONCEPT OF “GREEN MARKETING”

Annexure1: table 5.3 & figure 5.3

This question explained the concept of green marketing in layman’s language. Such
a question was incorporated; to obtain answers for the subsequent ‘green
marketing’ related questions.

The figure clearly shows that nearly 89% of the total numbers of individuals were
aware of the concept of green marketing. The respondents could provide insights
into the topic as well. This data explicitly showed that although people are not
aware of the term ‘green marketing’ but they do possess knowledge about the
concept, methods and activities involved in green marketing. Thus only 11% of the
total sample space had little knowledge about green marketing.

HINDRANCES FOR ADOPTING GREEN MARKETING AT ORGANIZATION

LEVEL
 Annexure1: table 5.4 and figure 5.4(a) & 5.4(b)

Time, cost and complex procedures could be the three broad hindrances that
prevent an organization from adopting green marketing. Time factor is associated
with the long gestation period which green marketing might take, to deliver
positive results. Allocating a separate fund for environment friendly activities can
also prevent the organization from adopting the same. Last but not the least
complex and long drawn procedures could also be a source of problem.

According to the data so collected, majority people i.e. 40 out of 85 (Fig 5.4 (a))
opted for complex procedures as a hindrance, with 35% opting for cost factor and
remaining 18% opting for time factor (Fig 5.4(b)). This clearly shows that the long
gestation period is not the biggest hindrance for the organization, willing to adopt
green marketing.

FINANCIAL BENEFITS FROM GREEN MARKETING

Annexure1: table 5.5 & figure 5.5

This question aimed at obtaining an answer that whether green marketing can
generate profits for the firm. Correct implementation of green marketing involves
high costs and expenditures by the organization. Hence this question was
incorporated to reach a consensus of sorts; that whether at all green marketing is
a lucrative option for the firm, apart from benefiting the environment.

Nearly 68% of the total sample space gave a positive answer and stated that green
marketing, if implemented in the proper fashion, can financially benefit the
organization in the long run. However 32% of the individuals believed that green
marketing involves high costs and will not generate profits in the long run.

GESTATION PERIOD OF GREEN MARKETING

Annexure1: table 5.6 & figure 5.6

After having considered the cost factor, it was now important to consider time
factor. The main purpose of this question was to know that whether green
marketing can deliver positive results in the short run or in the long run. The two
broad options were less than 6 years or more than 6 years. 64% of the total
sample space (54 out of 85) believed that green marketing can benefit the
organization in the short run (less than 6 years). However 36% opted for more
than 6 years.

After having posed questions related to the organization, it was important to

focus on the economy which comprises of many small organizations along with
the agriculture sector. Environmental issues have also been an issue of great
concern with global warming and carbon emissions posing a threat to the
existence of life on earth.

Bicco Agro Products Pvt. Ltd., along with using biotechnology to implement
green marketing, manufactures pesticides and fertilizers that are essential
for the agriculture sector. Thus along with biotechnology, the neem based
products, will take care of the agriculture sector as well as the environment.

The following questions aimed at providing a broader outlook to the adoption

of green marketing. These questions discussed the association of green
marketing with the economy and the environment.

PERFORMANCE OF THE AGRICULTURE SECTOR IN INDIA

Annexure1: table 5.7 & figure 5.7

Indian economy is an agriculture based economy. Agriculture sector has been

suffering to a great extent due to various reasons such as: Poor monsoons, lack of
proper infrastructure, lack of proper knowledge, use of out dated techniques of
farming, improper resource allocation etc. Various measures were undertaken in
the form of the 5 year plans. However these efforts to improve the performance
of the agriculture sector were not completely successful.

The poor performance of the agriculture sector was further validated by the data
collected. Nearly 78% of the total number of individuals questioned believed that
the agriculture sector is lagging behind to a great extent. However 13% did not
have a clear picture about the agriculture scenario and 9% believed that the
agriculture sector has been performing up to the mark.

MEASURES FOR IMPROVING THE PERFORMANCE OF THE AGRICULTURE

SECTOR

Annexure1: table 5.8 & figure 5.8

Increased fund allocation, good quality pesticides and fertilizers, educating the
farmers, good infrastructural facilities etc. are some of the options for giving a
strong push to the agriculture sector. Majority of individuals (44%) opted for
educating the farmers. Indian farmers are not completely aware of the new and
good techniques of growing crops. Hence Government can take efforts in this
direction. Percentage distribution for the remaining options was almost equal. Thus
providing good irrigation facilities to overcome the problem of monsoons, good
quality fertilizers that can provide nutrients to the soil etc. are the possible
solutions for overcoming the problems of the agriculture sector.

THREAT TO THE ENVIRONMENT

Annexure1: table 5.9 & figure 5.9

The various sources of threat to the environment could be the wastes from
manufacturing units, air pollution, water pollution, soil pollution, carbon emissions,
improper disposal etc. Nearly half the number of individuals opted for improper
disposal as the most serious threat to the environment with 23 opting for
manufacturing units and 17 for automobiles and vehicles.

GREEN MARKETING AS A PROTECTION FOR THE ENVIRONMENT

Annexure1: table 5.10 & figure 5.10

This was a question that aimed at drawing a parallel line between green marketing
and environment protection. 55 people said that green marketing can facilitate the
process of environment protection. However 7 were against the notion and 23
people were of a mixed opinion.

SUGGESTIONS FOR PROTECTING THE ENVIRONMENT

This was a qualitative question with a variety of view points. All individuals were
asked for measures that can be undertaken to protect the environment today as
well as tomorrow. Majority of individuals suggested that a proper waste disposal
technique can prove to be very beneficial. Along with that a check on the carbon
emissions, generation of pollution etc. were other significant suggestions. Some
respondents also suggested recycling and reuse of waste material as a possible
solution. Last but not the least proper legal framework could be set up by the
government authorities that can act as a watchdog for the purpose of environment
protection.
 AN ALL ENCOMPASSING VIEW ABOUT THE FUTURE OF GREEN
MARKETING

Annexure1: table 5.11 & figure 5.11

The most important question of the questionnaire aimed at obtaining a poll about
the benefits of green marketing in the long run, to the organization, economy and
the environment. This question focused on the outcome of adopting green
marketing. Majority of individuals (72%) were of the opinion that green marketing
will deliver positive results for the organization, the economy and the environment.
However 18% believed that green marketing can benefit only the organization.
 SECONDARY DATA

R&D EXPENSES AND TESTING EXPENSES FOR THE LAST 5 YEARS

Annexure2: table 5.12 and figure 5.12(a) & 5.12(b)

The main source of secondary data was the company documents. The figure clearly
shows the expenditure on Research and development and the testing charges. R&D
has shown a consistent trend with highest in the year of 2005 (Fig 5.12(a));
however there have been fluctuations in the testing charges and was nil in the
year of 2005 (Fig 5.12(b). The company incurred R&D in the field of biotechnology
and on neem based herbal plants. The testing charges were however incurred only
on biotechnology.

CONCERN FOR THE ENVIRONMENT

Annexure2: figure 5.13

This figure shows the variety of reasons why individuals do not incorporate the
necessary steps in their daily lives, to protect the environment. In other words
the pie chart mainly represents the issues that prevent individuals and
organizations to go ‘green’. Research shows that lack of convenience, lack of time,
lack of knowledge, lack of interest are some of the reasons due to which
individuals do not adopting green marketing strategies.

BELIEFS ABOUT ENVIRONMENTAL MESSAGING BY COMPANIES

Annexure2: figure 5.14

The table shows the percentages for different view points, about the company’s
strategies of displaying messages regarding their products and services being
environment friendly. Consumers today are much more concerned about climate
change than they were even one year ago. Moreover, they are expecting their
favorite brands not only to share their concern but to take action (or enable their
consumers) to mitigate it. The statements are all encompassing and self
explanatory.
 4. CASE

“Adoption of green marketing delivering positive results for the organization,

despite its long gestation period.”

Green marketing helps in understanding the ways and means by way of which,
activities can be performed by focusing on the environment as well as the needs of
the consumers and the organization.

Environment protection along with achieving organizational goals and objectives is

one of the top priorities of all the firms. Thus green marketing may have the
credential to benefit the economy and the environment on a large scale and the
organization on a small scale.
 5. RESULTS

5.1 FINDINGS

The term green marketing has gained importance in the recent past. However the
concept of indulging in environment friendly activities has been quite old. Before
adopting green marketing, organizations have to take into consideration a lot of
factors such as time, cost, complex procedures and others. Correct
implementation of green marketing can result in financially benefiting the
organization. Thus a break even can be reached between the cost of
implementation and the profits thus generated. This breakeven, however can be
established in the short run of less than seven years.

Indian economy is an agriculture based economy. Agriculture sector has been

suffering to a great extent due to various reasons such as: Poor monsoons, lack of
proper infrastructure, lack of proper knowledge etc. Increased fund, imparting
knowledge to farmers, good irrigation facilities – a combination of these can help
in improving the agriculture sector.

Maximum threat to the environment is posed by improper waste disposal,

automobiles and vehicles and manufacturing units. However adoption of green
marketing can definitely contribute to the protection of the environment. Proper
waste disposal, a check on the carbon emissions, recycling and reuse of waste
material and a proper legal framework could be set up by the government
authorities for the purpose of environment protection.
5.2 EXPERIENCES AFTER RETURN

5.2.1 Work life

The organization is well structured and each area of work is clearly divided. I was
a part of the Research and Development department. The working environment was
formal. The organization is well equipped and provides an atmosphere conducive for
work.

5.2.2 Social Life

The members of the organization had inter as well as intra department

communications. This communication was of great help at every stage of the
project. Most of the communication was related to business and not pleasure.

5.2.3 Company support

The company provided with all the necessary support required to help in successful
completion of the project. The project was carefully scrutinized and approved at
every stage with complete guidance from the more experienced.

5.2.4 Individual Coping Strategies

The organization provided with the necessary support as a result of which it was
not required to develop strategies to cope as an individual. But a sense of patience
during the course of this project was essential.
5.3 RECOMMENDATIONS

The environment consciousness is the key to the success of the Bicco Group
backed by its strong Research and Development Unit. After having analyzed the
primary and secondary data, the following recommendations can be made to the
organization:

 A proper balance of the time factor, cost factor and complex

procedures can help the firm in being successful in its implementation of
biotechnology for the production of herbal products.

 The organization may try and create more awareness about the
benefits of herbal and neem based products as compared to the harmful
chemicals that are used for the same purpose.

 Biotechnology is a relatively new field with very few organizations

indulging in the same. Thus the firm should organize and strategize all its
activities keeping in mind the newness of biotechnology and the benefits it
is capable of offering.

 Indian agriculture sector can improve with the support of good

infrastructural facilities such as fertilizers, irrigation facilities, herbal
pesticides etc. the organization can aim at providing these necessities to
 the agriculture sector. Such a transaction will benefit, though in a small
way, both the organization as well as our primary sector.

 Last but not the least the organization can also spread its operations
outside the nation where awareness about green marketing and
biotechnology is much more as compared to India.

6. CONCLUSIONS

The term green marketing has gained importance in the recent past. However
the concept of indulging in environment friendly activities has been quite old.
Before adopting green marketing, organizations have to take into consideration a
lot of factors such as time, cost, complex procedures and others.

Correct implementation of green marketing can result in financially benefiting

the organization. Thus a break even can be reached between the cost of
implementation and the profits thus generated. This breakeven, however can be
established in the short run of less than seven years.

Indian economy is an agriculture based economy. Agriculture sector has been

suffering to a great extent due to various reasons such as: Poor monsoons, lack
of proper infrastructure, lack of proper knowledge etc. Increased fund,
imparting knowledge to farmers, good irrigation facilities – a combination of
these can help in improving the agriculture sector.

Maximum threat to the environment is posed by improper waste disposal,

automobiles and vehicles and manufacturing units. However adoption of green
marketing can definitely contribute to the protection of the environment. Proper
waste disposal, a check on the carbon emissions, recycling and reuse of waste
material and a proper legal framework could be set up by the government
authorities for the purpose of environment protection.

LIMITATIONS OF THE PROJECT

The project has been completed with reference to primary and secondary data.
Green marketing is a term that has gained importance in India very recently.
However it was used in other nations as well. Thus impact of green marketing and
the procedures followed by other nations have not been covered in this project.

In case, more time had been allotted, efforts taken by the governments of
different nations could have been discussed. Such as the Kyoto Protocol, global
warming etc.
 7. EXECUTIVE SUMMARY

The topic for my internship project is green marketing and the organizational
objectives. This project was undertaken from the organization Bicco Agro
Products Pvt. Ltd. The firm is engaged in the production, trading and exporting of
bio-chemicals, bio-fertilizers and pesticides. Green or Environmental Marketing
consists of all activities designed to generate and facilitate any exchanges
intended to satisfy human needs, such that satisfaction of these needs and
wants occur, with minimal detrimental impact on the natural environment.

Primary data was collected by means of preparing a questionnaire and getting it

filled by a large sample space. These questionnaires helped in drawing conclusions
about the case. Secondary data was gathered from the company documents,
books, internet sites, articles and journals on green marketing. With the help of
the primary and secondary data so collected, along with the various statistical
tools, an analysis will be performed. These tools provided a water tight conclusion
for the case so framed.
The analysis that was performed clearly revealed that green marketing is capable
of benefiting the organization, economy and the environment despite its long
gestation period. Increased fund, imparting knowledge to farmers, good irrigation
facilities – a combination of these can help in improving the agriculture sector.
Maximum threat to the environment is posed by improper waste disposal,
automobiles and vehicles and manufacturing units. However adoption of green
marketing can definitely contribute to the protection of the environment.

The organization may try and create more awareness about the benefits of herbal
and neem based products as compared to the harmful chemicals that are used for
the same purpose. Biotechnology is a relatively new field with very few
organizations indulging in the same. Thus the firm should organize and strategize
all its activities keeping in mind the newness of biotechnology and the benefits it
is capable of offering.