Realization On Green

Marketing

Theme - Innovation In
Marketing

Submitted By:-
Chetna Ray
Lecturer
M.K.Ponda College Of
Business And
Management
Bhopal
 Contact No.
08085831728

Realization on Green Marketing

Though green issues convince all human activities, few academic disciplines have integrated
green issues into their literature. Businesses have begun to adapt their behavior in an attempt to
address society's "new" concerns. Some businesses have been quick to accept concepts like
environmental management systems and waste minimization, and have integrated
environmental issues into all organizational activities. One business area where environmental
issues have received a great deal of discussion in the popular and professional press is
marketing. Terms like "Green Marketing" and "Environmental Marketing" appear frequently in
the popular press. Many governments around the world have become so concerned about green
marketing activities that they have attempted to regulate them. In India, Green issues is new for
all company because they did not have any practiced of its before. Here the researcher will find
out how customers are reacting after having a concept like green product.

Introduction

Remarkable competition is going on among the consumer, industrial and service products. Since
society becomes more anxious with the natural environment, businesses have started to adjust
their behaviour in an attempt to address society's "new" concerns. Some businesses have been
quick to accept concepts like environmental management systems and waste minimization, and
have integrated environmental issues into all organizational activities. People are conscious about
the less environment friendly product due to their own welfare that is why this issue is very
modern topics for India. This paper tried to unearth the relation between green marketing and its
realization

Objectives of the study:

1.To realize what is all about Green Marketing, Green Consumer and Green Product.
2. To find out the realization problem of Green product.

Scope and Methodology

The proposed study would be empirical one. Both Primary and secondary data have been used in
this study. The secondary data is collected from various books, reference Journal, seminar papers
and articles. The entire primary research study was done in Bhopal. the techniques used for data
collection is questionnaire method

What is green marketing

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,
• Modifying advertising.

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

facilitate any exchanges intended to satisfy human needs or wants, such that the
satisfaction of these needs and wants occurs, with minimal detrimental impact on the
natural environment
Conventional marketing involves selling products that satisfy consumer needs at
affordable prices. Green marketing must also satisfy customer needs at affordable prices,
but green marketing has the additional challenge of defining what is green and
developing and selling products that consumers will like. Green products balance
environmental compatibility with performance, affordability, and convenience. They are
typically durable, non-toxic, recyclable, and are often made from recycled materials.
Green products have minimal packaging, and should carry low environmental impact.
Green product is a descriptive idiom to distinguish a product that has been designed to
have minimal impact on the environment.
Green marketing not only focuses on advertisements and promotion of products with
environmental characteristics, but it pervades all the activities of designing, production,
packaging and promoting greener products. Green marketing thrives on the underlying
philosophy ‘Reduce, Reuse and Recycle.

Unlike the conventional marketing green marketing not only ensures the interests of the
manufacturers and consumers but it also ensures environmental friendliness by including the
activities related with the protection of natural environment. Thus green marketing should
look at minimizing environmental harm, not necessarily eliminating it.

NEED
On our planet sources are limited and human needs (wants) unlimited. Recyclable or
renewable goods are needed to fulfil the unlimited needs of a costumer. As industries are
having limited resources, they have to search for new and alternative ways to satisfy the
consumer needs (wants). Thus green marketing is important for the firms to utilize the
limited resources satisfying the consumer needs as well as achieving the organization’s
selling objectives.
Few reasons why firms are adopting Green Marketing:
1. Social responsibility: Organizations believe that to keep the environment clean is
there moral as well as social responsibility.
2. Laws: Laws imposed by various authorities.
3. Competition: Competitor’s environmental activities pressure firms to go for green
marketing.
4. Cost Reduction: Reduction in cost due to recycling and material usage forces firms
to look for green marketing.

The Green Consumer

The green consumers are the driving forces behind the green marketing process. It is they who
drive consumer demand, which in turn encourages improvements in the environmental
performance of many products and companies. Thus, for a marketer it is important to identify the
types of green consumers. Many organizations have found that two out of every three consumer is
green in developed country but country like India and its organization has found that one out of
every six consumer is green, but their environmental commitments vary because of their different
standards, expectation from producers, demand and buying power. It is thus not efficient to say
that the green consumer is one who engages in green consumption, specifically, consumes in a
more sustainable and socially responsible way. A consumer acquires bundle of wants and needs
and this is also true for the green consumer. To satisfy those needs businesses have to break down
the market into different groups of consumers that differ in their responses to the firm’s marketing
mix program. The segments arrived at should preferably have the following features:
1) Measurable 2) Sizeable 3) Accessible 4) Actionable 5) Competitive intensity6 ) Growth
potential A great deal of market research has been concerned with identifying the green consumer.
A clear picture has not yet been established and it differs a lot between markets. But some
generalizations about the green consumer can be made on the basis of the research done so far.
The green consumer:

Is inconsistent
Is confused
Is generally a woman
Is adults who are likely to be more concerned about the environment
Is sophisticated in wants and need

Green Product
Green product stresses the straight and tangible benefits provided by greener design, such as
energy efficiency or recycled content, rather than stressing the environmental attributes them.
Reducing the environmental impact of a product improves the product's overall performance
and quality in ways that are important, not just the most dedicated and loyal green consumer,
but to all consumers. For example, CNG (Converted Natural Gas) use in the vehicles, super-
concentrated laundry detergents not only save energy and packaging, they save end space,
money and effort. Organically grown food not only better preserves soil and reduces the
amount of toxins in the water supply; they have superior taste and health benefits compared to
their counterparts. Therefore green product means any product, which is not hazardous for
environment and customer as well, and it also work as a future remedy of negative impact of a
product.

Customer Realization Indicators on Green Products

Green product realization by green customer is based on some indicator while they are in buying
point. Here the researcher fined some common indicator, which indicate that the particular
customer is green.
1.Responsible and careful: when green customer in purchasing point, they always responsible
and careful towards environment, hazardous or uncertain future. These customers group
introduced as "deep greens".
2.Powerful consumers: Green Consumers always demands multiple option or alternative
products so that they can buy green product, as they like best. For example, CNG and four-
stroke vehicle is the almost alternative product and green consumers always intend to get
several option.
3.Widespread recycling: Green consumer always thinks for further recycling. For example
Paper
bags recycled again and again.
4.Consciousness for Recycling: Interest on the recycling benefits is high because
consumers can link it to real benefits.
5.Interest in greener products: Realization based on availability of greener products. In India,
eco-tourism was very unknown word for local tourist but few eco-park establishment in coastal
belt and hilly area had changed the scenario and people start liking this kind of things due to green.
 6.Health and Quality Perceptions: Consumers have considered products made from recycled
content to be inferior, even unclean. Green consumers always make sure that they are safe and
secure in the context of health and quality as well.
7.Reliability: Green consumer wants to make sure that the product, which is green, is a reliable in
all aspects. They always search for statistics of green product so that they can judge their
beliefs.

Realization problem of Green Product

Still green marketing is a growing realization and concept in customer mind for product and
service users. Though green marketing seems to be a popular, well-liked and important term, it
has not been very successful in practice by the customer in India either attracting customers or
in helping the environment. Some realization problems were found through interviewing with
sample respondents and also some problems are adjusted through reviewing secondary
materials like foreign journals and other literatures. These are follows: -
A. Consumer Association in India is not playing vital role for building consumer
consciousness concerning green product and green consumers.
B. Consumers are relying on industry and government too much. They think, they do not have to
do anything; it is someone else’s problem and someone will solve the problem specially
Government.
C. Green marketing has been only implemented within the public relation department giving
little
room for product improvement or enhancement and real environmental benefits.
D. Green Marketing activities with modest or no attempt being made in product development in
the context of green product. Greening sometimes led to a decrease in costs. Whilst some products
became cheaper, they were sold at best to provide the company with extra profit. In recent time all
environment friendly ordinance passed by the national assembly but its implication program is
going very slowest way, which cannot help the product to be green and people to be green
consumer as well.
E. It is not clear to the general people that what kinds of benefits are involving in environmental
friendly products. Neither customers nor producing organization clearly state environmental
benefits.
F. Polluting manufacturing e.g. all chemicals, dying, petroleum and other waste outing
organizations tried to respond to the misconceptions or fallacy or misleading notions presented
by the media and pressure groups by presenting their own version of “facts” through public
relation or promotional departments. The government authority and the related authority have
taken extremely modest promotional activities
G. The similar products were produced, but some “new” environmental benefits were added in
their
promotion to take advantage of the increasing interest customers showed in the environment.
H. There has little practice of Enviropreneur marketing that refers environmentally committed
person, segment or company that seeks to bring to market innovative new green products.
I. There has no legal authority that can make sure comparative differences of no-environment
friendly products and environmental products.
J. There is no set of standard environmental characteristics, which can be harmful for the
customers
or end users.
A survey constituted through field survey within 100 sample respondents for finding out how
conscious a consumer regarding green marketing and how they actually measure a green product.
Results appear that consumers are not excessively committed to improving their environment and
may be looking to place 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. Most of the people (32%) believe that green product is for minimizing cost, 23%
believes that it is for relative economical rather other competitive products like a minimum cost.
And rest of the respondents divided into different opinion like it is a alternative, convenience and
environment friendly product.

Recommendations for realization of Green Marketing towards people in India

1. Consumer Association of India should work fastest way regarding various green issues and
product. They should organize seminar, program in media, newspaper and give assurance to the
customer that it is a green product. CAI should bargain with the Government, industrial,
middlemen regarding green issues.
2. Government and concerned industry people have to take responsibility to make understand
regarding importance of green products towards unconscious people like birth control issues.
3. Create some powerful or conscious citizen so that general people will follow them as a
initiating
person.
4. Set live examples towards customer society like paper recycling and CNG so that people will
start thinking it will be harmless, hazard free, environmental friendly product for them. Realization
based on availability or accessibility of greener products. In India, eco-tourism was very unknown
word for local tourist but few eco-park establishment in coastal belt and hilly area had changed the
scenario and people start liking this kind of things due to green.
5. Agencies should work on safety and quality matter of a product. In this process people will start
keep faith on green activities. Green customers always make sure that they are safe and secure in
the context of health and quality.

Top 10 Companies that Paint

India Green

Judging by the number of large, small and mid-size Indian companies that are setting the
trend with green initiatives, India is serious about building environmental sustainability into
her business practices. The following companies who made it to the list of top 10 green
Indian companies prove the statistics right!

Suzlon Energy
The world’s fourth largest wind-turbine maker is
among the greenest and best Indian companies in
India. Tulsi Tanti, the visionary behind Suzlon,
convinced the world that wind is
the energy of the future and built
Suzlon One Earth Global his factory in Pondicherry to run
Headquarters in Pune - India’s entirely on wind power. Suzlon’s
greenest building corporate building is the most
energy-efficient building ever
built in India.
ITC Papekraft’s premium
range of eco-friendly business
ITC Limited paper
ITC strengthened their commitment to green technologies by introducing
‘ozone-treated elemental chlorine free’ bleaching technology for the first time in India. The
result is an entire new range of top green products and solutions: the environmentally
friendly milti-purpose paper that is less polluting than its traditional counterpart.

Tata Metaliks Limited (TML)

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

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

Newsprint and Papers Limited (TNPL)

Adjudged the best performer in the 2009-2010 Green Business Survey, TNPL was awarded
the Green Business Leadership Award in the Pulp and Paper Sector. The initiatives
undertaken by this top green firm in India includes two Clean Development Mechanism
projects and a wind farm project that helped generate 2,30,323 Carbon Emission Reductions
earning Rs. 17.40 Crore.
Aerial view of TNPL

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

Wipro broadens its green IT initiatives

through its participation in "The Green Grid"

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

Oil and Natural Gas Company (ONGC)

India’s largest oil producer, ONGC, is all set to
lead the list of top 10 green Indian companies
with energy-efficient, green crematoriums that
will soon replace the traditional wooden pyre
across the country. ONGC’s Mokshada Green
ONGC’s green projects contribute to
Cremation initiative will save 60 to 70% of wood
increased environmental awareness among
and a fourth of the burning time per cremation.
local communities

IndusInd Bank
Green banking has been catching up as among the top
Indian green initiatives ever since IndusInd opened the
country’s first solar-powered ATM and pioneered an eco-
savvy change in the Indian banking sector. The bank is
planning for more such initiatives in addressing the
challenges of climate change. IndusInd’s solar-powered ATM
expects to save around 1,980
Kw of energy annually
IDEA Cellular
One of the best Indian companies, IDEA, paints India green with its national ‘Use Mobile,
Save Paper’ campaign. The company had organized Green Pledge campaigns at Indian cities
where thousands came forward and pledged to save paper and trees. IDEA has also set up bus
shelters with potted plants and tendril climbers to convey the green message.

IDEA’s green bus shelter in Mumbai

Hero Honda Motors

Hero Honda is one of the largest two-wheeler manufacturers in India and an equally
responsible top green firm in India. The company’s philosophy of continuous innovation in
green products and solutions has played a key role in striking the right balance between
business, mankind and nature.
Hero Honda Green Ambassadors: winners of the international inter-school environment quiz
competition

FUTURE:
Companies are likely, either due to regulation or voluntary action, to provide their
customers with more and more information about their product's environmental impact
so that they will be able to decide for themselves if a product suits their needs.

Environmental marketing presents important opportunities for industry. Taking

advantage of them requires creativity, foresight and environmental commitment. It
means redefining the roles of business and products and working co-operatively with
governments, consumer groups and NGO's. It may also mean a more visible role of
CEOs. Products can certainly increase the 'quality of life', but their environmentally
destructive impacts must be amended if we are to move towards sustainability.

Concluding Remarks

Green marketing is a different marketing concept than the traditional marketing model and it is
growing in importance in India. Businesses and agencies must be responsive in implementing a
green marketing policy the entire organizational structure must be involved in the process. In
every sector, it is suffering from environment hazardous like chemical industry, petroleum-
refining industry, garments, and packaging and waste management. Now it is the right time to
protect all the environmental hazardous and should convert all the environmental hazardous works
into as environment friendly works which can keep environment fresh for the next generation and
similarly India can able to establish green marketing issues in the consumer and organization mind
so that green marketing can enhance marketability, improve product performance, protect
environment hazard, protect health hazard, quality deterioration and represent a powerful new
source of innovation. In this way agencies can able to increase good realization in customer mind.

Bibliography

www.chillbreeze.com

www.indianmba.com

www.scribd.com

books.google.co.in/books

Marketing Management -
Philip Kotler, Kevin Lane Keller, Mairead Brady

Research Methodology-

C.R.Kothari