A Report On GREEN MARKETING IN INDIA

Presented for Seminar on Contemporary Issue

Submitted in partial fulfillment for the award of degree of MBA

Submitted to: Ms Savita Panwar Lecturer

Submitted by: Beenu Sharma M.B.A Part I

2010-12

Management and Commerce Institute of Global Synergy, Ajmer (Approved by AICTE, affiliated to RTU Kota)

GREEN MARKETING IN INDIA

PREFACE

The growing thrust of different economies on environment protection, energy conservation and ecological balance, has motivated businesses around the world to adopt an environment friendly business model. In such a scenario terms like environmental marketing or green Marketing are a common parlance. Green marketing is a term used to describe any marketing message that flaunts a companys use of ecologically safer products or processes, including recyclable and biodegradable packaging, energy-efficient operations and better pollution controls. It incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modified advertising. This report tries to throw some light on green marketing and its impact on various areas. The main objective of this project is to learn about the concept of green marketing and to get the knowledge of change in marketing and study helped in providing change in market information that can be beneficial both personally and professionally. Although utmost care has been taken in incorporating the data, there might be some loopholes in the report which I hope will be forgiving by the reader.

ACKNOWLEDGEMENT

I owe thanks to a great many people who helped and supported me during the writing of this report. I owe my deepest thanks to Maam Savita Panwar for guiding and correcting various documents of mine with great attention and care. She has taken pain to go through the project and make necessary correction as and when needed. I express my thanks to the Principal of, Management & Commerce Institute of Global Synergy, for extending his support. I would also thank my Institution and my faculty members without whom this report would have been a distant reality. I also extend my heartfelt thanks to my family and well wishers.

Date: Place: Ajmer

EXECUTIVE SUMMARY

The topic for my internship project is green marketing and the organizational objectives.. 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. 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

TABLE OF CONTENTS
Contents Pg. No.

Preface Acknowledgement Executive Summary

Chapter 1: Introduction of green marketing

1.1 Introduction 1.2 Definition

1.3 Evolution of Green Marketing

Chapter2: Importance of Green Marketing

2.1 Importance of Green Marketing: 2.2 Need of Green Marketing 2.3 Challenges in Green Marketing

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2.4

Benefits of Green Marketing

2.5 Problems with Green Marketing 2.6 Suggested solution

Chapter 3: NEW CONCEPT OF GREEN MARKETING 3.1Golden Rules of Green Marketing

3.2Indian and Eco-Labeling/eco mark

3.3India and green marketing

Chapter4: Top 10 green Indian companies 4.1 Top 10 green Indian companies 4.2 Other 15Big companies that going with Green 4.3 Some Cases
Chapter5:PRESENT TRENDS 5.1PRESENT TRENDS IN GREEN MARKETING IN INDIA 5.2Green Strategy Formulation 5.3 life stage of product Chapter 6: Conclusions and Future
6.1 Future 6.2 Conclusions

Bibliography

Introduction of Green marketing in India

Introduction
Green marketing is a golden goose. People around the world are becoming more aware of the environmental stresses humans are placing on the planet. Newspapers, magazines, television and other media feature wide coverage of environmental problems, whether they are local (e.g., depleted fisheries and air pollution) or global (e.g., ozone depletion and climate change).Many consumers now display concern about environmental deterioration. Increasingly often they ask how much impact a product will have on the environment during its lifespan or during disposal. This is the major impetus for green products and green marketing. A closely related reason is the competitive advantage or sales potential that some corporations now see in green products. Green marketing is an attempt to characterize a product as being environmentally friendly. In general green product are made from recycled content and/or designed for reuse, recycling, or remanufacturing. They are usually non-toxic, energy efficient, and durable. However, green is a relative term and depends on the individual situation. Green marketing can be defined as, "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." Green marketing involves developing and promoting products and services that satisfy customers want and need for Quality, Performance, Affordable Pricing and Convenience without having a detrimental input on the environment.

Definition
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. 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 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-soobvious 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, in my opinion, has not been proven conclusively. While green marketing is growing greatly as increasing numbers of consumers are willing to back their environmental consciousnesses with their dollars, it can be dangerous. The public tends to be skeptical of green claims to begin with and companies can seriously damage their brands and their sales if a green claim is discovered to be false or contradicted by a company's other products or practices. Presenting a product or service as green when it's not is called green washing

Evolution of Green Marketing

The green marketing has evolved over a period of time. According to Peattie (2001), the evolution of green marketing has three phases. 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.

Constantly Refine the Product

Consumers intuitively understand that no product or company is truly "green". What they want from companies is reasonable progress. Constantly integrate, learn, and refine products and processes. Develop a plan, set measurable goals, and work towards them.

Effective Communication

Effectively communicate with the consumers; always look for feedback from consumers as well as from environmental organizations. Be publicly accountable, Regularly issue reports on environmental performance, advertise them & use them as a tool to improve public relations. Clearly state the benefits, clearly tell the consumers what are the cost savings and how the product is eco friendly.

Importance of Green Marketing:

Since early 1990s, a major concern on ecological impact of industrial house on environment has been surfaced on marketplace. Not only the relation between human, organization and natural environment being redefined ,but the implication thereof are being interpreted; because of these, new perceptions are being formed or re-evaluated on issues like environmental friendly products, recycle ability, waste-reduction, the cost associated with pollution and the price value relationship of environmentalism. Pressure from various stakeholders, Govt., environmentalists, NGOs, consumers is placed on businesses, which in turn keeps them under constant and relentless watch in their daily operations. A direct result can be seen in developed and developing countries where Govt. became stricter in imposing regulations to protect environment; at the same time, the consumers of these countries are being more and more outspoken regarding their needs for environmentally friendly products, even though questions remain on their willingness to pay a higher premium for such products! So in this era where consumers determine the fate of a company, green marketing imparts a proactive strategy for these companies to cater the market by imparting naturefriendly products/ services which otherwise reduce or minimize any detrimental impact on environment. A green- marketing approach in the product area promotes the integration of environmental issues into all aspects of the corporate activities; from strategy formulation, planning, re-engineering in production process and dealing with consumers. So to remain competitive within the challenge thrown by the environment protectionists , the companies will have to find answer through their marketing strategies, product& service redesign, customer handling etc. in this endeavour the companies may go for new technologies for handling waste, sewage and air pollution; it can go for product standardization to ensure environmentally safe products; by providing truly natural products. In this regard the companies should be concerned with what happens to a product during and after its useful life. Companies may manifest this concern through experimentation with ways to reassess and redesign the product life stages. Life cycle reassessment focuses on environmental consideration in product development and design, including energy and material inputs and out-puts in production, consumption and disposal of products. We would then be able to manage the life stages of a product in an

environmental friendly and eco- efficient manner. Eco-efficient refers to the proper thinking for the use or consumption of natural resource so that nature is afforded an opportunity to renew itself.

Goals of Green Marketing

Eliminate the concept of waste. Reinvent the concept of product. Make prices reflect actual and environmental costs. Make environmentalism profitable. Bringing out product modifications. Changing in production processes. Packaging changes. Modifying advertising

Need of Green Marketing: An Anthropological View

Issues like Global warming and depletion of ozone umbrella are the main for the healthy Survival . Every person rich or poor would be interested in quality life with full of health and Vigor and so would the corporate class. Financial gain and economic profit is the main aim of any corporate business. But harm to environment cost by sustain business across the globe is realized now though off late. This sense is building corporate citizenship in the business class. So green marketing by the business class is still in the selfish anthological perspective of long term sustainable business and to please the consumer and obtain the sanction license by the governing body. Industries in Asian countries are catching the need of green marketing from the developed countries but still there is a wide gap between their understanding and implementation.

Challenges in Green Marketing

NEED FOR STANDARDIZATION It is found that only 5% of the marketing messages from Green campaigns are entirely true and there is a lack of standardization to authenticate these claims. There is no standardization to authenticate these claims. There is no standardization currently in place to certify a product as organic. Unless some regulatory bodies are involved in providing the certifications there will

not be any verifiable means. A standard quality control board needs to be in place for such labeling and licensing. NEW CONCEPT Indian literate and urban consumer is getting more aware about the merits of Green products. But it is still a new concept for the masses. The consumer needs to be educated and made aware of the environmental threats. The new green movements need to reach the masses and that will take a lot of time and effort. By Indias ayurvedic heritage, Indian consumers do appreciate the importance of using natural and herbal beauty products. Indian consumer is exposed to healthy living lifestyles such as yoga and natural food consumption. In those aspects the consumer is already aware and will be inclined to accept the green products. PATIENCE AND PERSEVERANCE The investors and corporate need to view the environment as a major long-term Investment opportunity, the marketers need to look at the long-term benefits from this new green movement. It will require a lot of patience and no immediate results. Since it is a new concept and idea, it will have its own acceptance period. AVOIDING GREEN MYOPIA The first rule of green marketing is focusing on customer benefits i.e. the primary reason why consumers buy certain products in the first place. Do this right, and motivate consumers to switch brands or even pay a premium for the greener alternative. It is not going to help if a product is developed which is absolutely green in various aspects but does not pass the customer satisfaction criteria. This will lead to green myopia. Also if the green products are priced very high then again it will loose its market acceptability
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Benefits of Green Marketing

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Presented by: Anurag Tiwari & Manish Thakkar involve firms coca cola study case problem xerox corporation cans mining fo green canon green strategy (fewer) Companies that develop new and improved products and services with environment inputs in mind give themselves access to new markets, increase their profit sustainability, and enjoy a competitive advantage over the companies which are not concerned for the environment.

Some of the advantages of green marketing are: It ensures sustained long term growth along with profitability. It saves money in the long run, though initially the cost is more. It helps the companies market their products and services keeping the environment aspects in mind. It helps in accessing the new markets and enjoying the competitive advantage. Most of the employees also feel proud and responsible to be working for an environmentally responsible company.

Problems with Green Marketing

There are a number of potential problems that must overcome. One of the main problems is that firms using green marketing must ensure that their activities are not misleading to consumers or industry, and do not breach any of the regulations or laws dealing with environmental marketing. Green marketing claims must clearly state environmental benefits.

A problem of the firms face is that those who modify their products due to increased

consumer concern must contend with the fact that consumers' perceptions are sometimes not correct. For example the McDonald's case where it has replaced its clam shells with plastic coated paper. There is ongoing scientific debate which is more environmentally friendly. Some scientific evidence suggests that when taking a cradle to grave approach, polystyrene is less environmentally harmful if this is the case McDonald's bowed to consumer pressure, yet has chosen the more environmentally harmful option.

When firms attempt to become socially responsible, they may face the risk that the

environmentally responsible action of today will be found to be harmful in the future. Take for example the aerosol industry which has switched from CFCs (chlorofluorocarbons) to HFCs (hydro fluorocarbons) only to be told HFCs are also a greenhouse gas. Some firms now use DME (di-methyl ether) as an aerosol propellant, which may also harm the ozone layer. Given the limited scientific knowledge at any point, it may be impossible for a firm to have made the correct environmental decision. This may explain why some firms, like Coca-Cola and Walt Disney World, are becoming socially responsible without publicizing the point. They may be protecting themselves from potential future negative backlash; if it is determined they made the wrong decision in the past.

While governmental regulation is designed to give consumers the opportunity to make

better decisions or to motivate them to be more environmentally responsible, there is difficulty in establishing policies that will address all environmental issues. For example, guidelines developed to control environmental marketing address only a very narrow set of issues, i.e., the truthfulness of environmental marketing claims. If governments want to modify consumer behavior they need to establish a different set of regulations. Thus governmental attempts to protect the environment may result in a proliferation of regulations and guidelines, with no one central controlling body. Reacting to competitive pressures can cause all "followers" to make the same mistake as the "leader." Mobil Corporation who has followed the competition and introduced "biodegradable" plastic garbage bags, as because technically these bags were biodegradable, the conditions under which they were disposed did not allow biodegradation to occur. Mobil was sued by several US states for using misleading advertising claims. Thus blindly following the competition can have costly ramifications. The push to reduce costs or increase profits may not force firms to address the important issue of environmental degradation. End-of-pipe solutions may not actually reduce the waste but rather shift it around. While this may be beneficial, it does not necessarily address the larger environmental problem, though it may minimize its short term affects. Ultimately most waste produced will enter the waste stream, therefore to be environmentally responsible organizations should attempt to minimize their waste, rather than find "appropriate" uses for it.

Suggested solution

Benchmarking Establish a benchmark upon which to measure the progress of company External Audit conducts a thorough environmental audit to assess current performance.

in term of eco aspects. Self certify the companys progress and the efforts made by company.

To build credibility, have your audit certified by an independent third party and voluntarily report result to the Environmental Protection Agency, and to the public via a corporate Environmental Progress Report.

Back Up From Top Level Its not enough to have top-level support for a corporations

environmental program. That commitment must be projected to the consumer as personal and direct. In doing so, an emotional link is forged between the company and its customer.

Employee Awareness Program

It is only when employees are aware of the issues and given the authority to make changes that greener products will be developed and environmentally sound corporate practices be put into place. Conduct innovative and thought-provoking educational programs to heighten awareness for the issues and empower employees to act positively on ecological issues. Invite Outside speakers to talk about trends in population, technology, the economy and the environment.

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, (Whirlpool learned the hard way that consumers wouldnt pay a premium for a CFC-free refrigerator because consumers dint Know what CFCs were.). 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 consumer 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 higherquality ingredients-make sure those consumers can afford the premium and feel its worth it. 6. Thus leading brands should recognize that consumer expectations have changed. It is not enough for a company to green its products; consumers expect the products that they purchase pocket friendly and also to help reduce the environmental impact in their own lives too.

GREEN CODE
G : generalizes with care. Consumer behavior will not necessarily be consistent across different Product types and particular market segments may respond to certain issues on the green agenda but not others. R : remembers, the validity of a piece of market research is not related to the degree to which it Supports your preferred option. E : explores the context from which market research data comes. Be clear on the nature of the Sample used, the questions asked, the way in which responses were recorded and the time and Place from which the responses come E : ensures that where market research is crossing international borderlines, that the terminology and interpretation remains consistent. Terms like environment, green and conservation do not always translate precisely between languages. N : neutrality is important. Ensure that when you pose questions to consumers, that they can make any response without being made to feel guilty or uncomfortable, and ensure that your own preconceptions about the green agenda (such as an assumption that green products will cost extra) are not encoded within the questions.

NEW CONCEPT

Indian literate and urban consumer is getting more aware about the merits of Green products. But it is still a new concept for the masses. The consumer needs to be educated and made aware of the environmental threats. The new green movements need to reach the masses and that will take a lot of time and effort. By Indias ayurvedic heritage, Indian consumers do appreciate the importance of using natural and herbal beauty products. Indian consumer is exposed to healthy living lifestyles such as yoga and natural food consumption. In those aspects the consumer is already aware and will be inclined to accept the green products. PATIENCE AND PERSEVERANCE The investors and corporate need to view the environment as a major long-term investment opportunity, the marketers need to look at the long-term benefits from this new green movement. It will require a lot of patience and no immediate results. Since it is a new concept and idea, it will have its own acceptance period.

AVOIDING GREEN MYOPIA The first rule of green marketing is focusing on customer benefits i.e. the primary reason why consumers buy certain products in the first place. Do this right, and motivate consumers to switch brands or even pay a premium for the greener alternative. It is not going to help if a product is developed which is absolutely green in various aspects but does not pass the customer satisfaction criteria. This will lead to green myopia. Also if the green products are priced very high then again it will loose its market acceptability.

Adoption of Green Marketing

There are basically five reasons for which a marketer should go for the adoption of green marketing. They are -

Opportunities or competitive advantage Corporate social responsibilities (CSR) Government pressure

Competitive pressure Cost or profit issues

ECO-LABELING INITIATIVES

Eco label provide information regarding the environmental performance of products. The objective ofeco- labeling is to provide authentication to genuine claims regarding the environmental impact of products and processes by manufacturers. In India the government has introduced the eco-mark scheme since 1981. The objectives of the scheme are:

To provide incentives to manufacturers and importers to reduce the adverse environmental impact of products.

To reward genuine initiatives by companies to reduce adverse impact of environmental Impact of products. To assist consumers to become environmentally responsible in their daily lives by providing them information to take account of environmental factors in their daily lives. To encourage citizens to purchase products which have less environmental impact.

ECO-LABELLING SCHEMES IN INDIA

The Ministry of environment and forest of government of India has prescribed the following Criteria for products: That they cause substantially less pollution than comparable products in production, usage and disposal, That they are recycled and/or recyclable whereas comparable products are not. That they contribute to a reduction on adverse environmental health consequences. That they comply with laws, standards and regulations pertaining to the environment. That their price is not exorbitantly higher than comparable products.

ECO-MARK IN INDIA
Under the concept, products which are less harmful to the environment or have benign impact on environment through the various stages of development-manufacture, packaging, distribution, use and disposal or recycling may be awarded the Eco-Mark.

An earthen pot has been chosen as the logo for Eco-Mark scheme in India. The familiar earthen pot has renewable resource like earth, does not produce hazardous waste and consume little energy in making. As a symbol it puts across its environmental message. Its image has the ability to reach people and help to promote a greater awareness of the need to be kind to the environment. The logo Eco-Mark scheme signifies that the product which carries it does least damage to the environment.

Indian and green marketing

Starting with ONGC, Reliance, Tata Group other such as ICICI, Idea Cellular, Vodafone, Videocon, Carrier, Nokia etc have joined the bandwagon. Indian is the world leader in green IT. Wipro Green is the first Indian Company to launch ECO-friendly range of desktop. Same way HUL is trying to reduce its carbon foot print using modified machines in their production unit.

Hyderabad Airport, ITC-Welcome Group, Infosys, TCS, Agilent, HP, IBM all claim to be

going green. It adds to the feel good about the fact they will contribute something to the environment by buying this product.

New Delhi, the capital of India was being polluted at a very fast pace until the Supreme

Court of India forced a change to alternative fuels. In 2002, a directive was issued to completely adopt CNG in all public transport systems to curb pollution.

According to Global enterprise survey, Indian respondents scored over respondents from

10 other countries in expecting to pay 5% or more for green technology if the benefits for the environment and return on investment (ROI) is proven.

A newly released survey by WPP, conducted in seven countries-the United States , the that while many

United Kingdom, CHINA, Brazil, India ,Germany and France-indicates

environment beliefs and behaviors are shared across different consumer cultures, other vary widely..Generally consumers in the US, UK, Germany and France tend to align in their attitudes ,while consumers in Brazil, India and China have divergent views and particularly inclined to seek green products and to favor companies they consider green. China ,India and Brazil showed significant support for additional spend:73%of Chinese consumers say they will spend more ,78%of Indians say theyll spend more ,and 73%of Brazilians plan to increase their green spend. The percentage of respondents who indicate willingness to spend 30% or more on green ranges from 8%(UK) to 38% (Brazil).The study finds similar global agreement when

consumers are asked about how important it is that companies be green .At least 77% of consumers in all countries say its somewhat or very important; in India and China the number are significantly higher: 87 and98%, respectively, say that the corporate reputation is an important purchase consideration .Consumers from all seven countries also agreed that the most important step a company can take to demonstrate its green-ness is to reduce amount of toxic or other dangerous substances in its products and business processes. At the same time they are seeking more information about green products .So this indicates that future of green marketing and green product is very bright.

Top 10 green Indian companies

Suzlon Energy: The worlds fourth largest wind-turbine maker is among the greenest and best Indian companies in India. Tulsi Tanti, the visionary behind Suzlon, convinced Suzlon One the world that wind is the energy of Earth Global Headquarters in the future and built his factory in Pune - Indias Pondicherry to run entirely on wind greenest power. Suzlons corporate building is building the most energy-efficient building ever built in India.

ITC Limited :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 multi-purpose paper that is less polluting than its traditional counterpart. ITC Papekrafts premium range of eco-friendly business paper

Tata (TML)

Metaliks :Every

Limited day is

Environment Day at TML, one of the top green firms in India. A that practical made example

everyone sit up and take Everybody is motivated to do something about reducing carbon notice is the companys footprints, says Harsh Jha, policy to discourage Managing Director TML working on Saturdays at the corporate office. Lights are also switched off during the day with the entire office depending on sunlight.

Tamil Nadu Newsprint and Papers Limited (TNPL) Adjudged the best performer in the 2009-2010 Green Business Survey, TNPL Aerial view of 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.

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 peaces 'Guide Wipro broadens its green IT initiatives to Greener Electronics' through its participation in "The Green ranking. Despite the Grid" global financial crisis, Wipro held fast to its commitment towards energy efficiency and was lauded for launching energy star compliant products in the market.

The HCL Green Bag HCL Technologies: This IT major may be considered as the campaign that aimed at icon of Indian green initiatives, thanks to the go green steps tackling e-waste 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 Retardants from its products and has called for a Restriction on Hazardous Substances (RoHS) legislation in India.

Oil and Natural Gas Company Indias (ONGC): largest oil

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

IndusInd Bank: Green banking has been catching

up as among the top Indian green initiatives ever since IndusInd opened the countrys 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. IndusInds 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

IDEAs green thousands came forward and pledged bus shelter in to save paper and trees. IDEA has Mumbai also set up bus shelters with potted plants and tendril climbers to convey the green message.

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 companys 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

Other 15Big companies that going with Green

1. Ceres

While not technically a business itself, Ceres has advised some of the nations biggest corporations and investors on the environmental impact of their operations. disclose the environmental aspects of their business practices to investors and shareholders. Major achievements thus far include persuading Dell Computer to support national product take back legislation and convincing Bank of America to spend $20 billion on the growth of ecofriendly business practices. 2. General Electric

General Electrics presence on this list might surprise you, but the steps they have taken toward green operations are undeniable. Since 2006, the company has sold over $12 billion of its Ecomagination products (including solar panels). For those who are still upset at GEs polluting of the Hudson River with polychlorinated biphenyls, the company is also making headway on an ambitious cleanup of that area. 3. McDonalds

Time was not long ago when McDonalds wouldnt have come within striking distance of making this list. However, the increasing public shift toward greener living has sent a clear signal to the

powers that be at the popular fast-food chain. Instead of ravaging the natural habitats of animals, McDonalds now works in close collaboration with PETA on systematically reforming its business practices to be more humane and friendly to the environment in which they operate.

4. Pratt & Whitney

Pratt & Whitney offers another inspiring story of how much raw materials can be saved and pollution avoided with a little old-fashioned, hard-nosed ingenuity. As Natural Capitalism explains, Pratt & Whitney used to scrap 90 percent of its ingots (thats right, almost all) in the process of manufacturing jet engine blades. This massive waste continued unabated until someone at Pratt & Whitney had the bright idea to have the supplier simply cast the ingots into ready-made blade-like shapes. This one seemingly small change proved to be transformative, and has lowered the amount of wasted ingots and factory emissions a great deal. 5. Starbucks

Starbucks has green advocates smiling about its bean-to-cup approach, which stresses top efficiency at each link of its global supply chain. By all measures the program appears to be a great success, with the companys decision to use coffee cup sleeves made of recycled paper saving roughly 78,000 trees per year since 2006. 6. Coca-Cola

Coca-Cola has narrowed down 3 environmental goals on which to focus their efforts: water stewardship, sustainable packaging, and climate & energy protection. Coca-Cola has already gotten itself involved in community recycling programs and a complete, sustainability-focused overhaul of its packaging designs. 7. Enterprise Rent-A-Car

Since January 2008, Enterprise has boasted the worlds largest fleet of fuel-efficient vehicles, over 440,000 of which offer drivers 28MPG or better for highway travel. Roughly 5,000 of those vehicles are gas/electric hybrids, while another 73,000 have the option of being powered on E85 ethanol. In addition to these efforts, Enterprise has promised to plant fifty million trees across Americas forests. 8. Dell

Computer equipment has historically been one of the most difficult and costly products to safely dispose of. Fortunately, one of the major leaders in that field has stepped forward to make the task less daunting. Through its no computer should go to waste recycling program, Dell allows customers to return any Dell-branded product back to the company for free. The

company has even gone so far as to establish programs that accept computers, monitors, or printers from other companies for safe disposal, as well. 9. Honda

According to a CNN Moneys 10 Green Giants piece, Honda has gone above and beyond in its environmental duties. Going so far as to call Honda the most fuel-efficient auto company in the US, CNN tells the story of how Honda is hard at work on the hydrogen fuel cell powered FCX. Honda is apparently also taking steps to create an entire infrastructure for hydrogen, looking forward to a day when hopefully more cars will be powered by that instead of gasoline. In addition to all of this, Honda has pledged to reduce its carbon dioxide emissions by 5% between 2005-10, and thats not including that 5% it already achieved from 2000-2005. 10. Continental Airlines

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. 11. Hewlett-Packard

Another computing company staking its claim to greener pastures is Hewlett Packard. The company has gotten out in front of the computer disposal issue by owning and operating enormous e-waste recycling plants that shred discarded, obsolete computer products into raw materials that can be recycled into the industrial food chain. HP has also agreed to take back computer equipment of all brands, and taken steps to ensure that its own products are 100% recyclable in the manner discussed above. Furthermore, the company has promised to lower its energy consumption a full 20% by the year 2010.

Some Cases

Steps McDonald's restaurant's napkins, bags are made of recycled paper. Coca-Cola pumped syrup directly from tank instead of plastic which saved 68 million Badarpur Thermal Power station of NTPC in Delhi is devising ways to utilize coal-ash Barauni refinery of IOC is taken for restricting air and water pollutants.

pound/year. that has been a major source of air and water pollution.

* Maruthi : Greening of Supply Chain 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 friendly. The company credited the 'Just-in-Time' philosophy 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 of 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 environmental performance of suppliers are audited. The green co-efficient of this system is much better than the conventional system * HCL's Environment Management Policy under HCL ecoSafe In building a system to identify, develop and sustain the maintenance of an environment management system at corporate level we have formulated a program that we proudly refer as HCL's ecosafe. The aim is to encapsulate knowledge, awareness, and key developments on all environmental issues faced by today's world and to incorporate these in HCL's operations assuring our commitment in delivering quality products, solutions and services

The key objective under HCL ecoSafe is targeted at integrating environmental management procedures into its business processes thereby protecting the environment, health, and safety of all its stakeholders. HCL commits to manufacture products that are environment friendly in all respects and are free from hazardous chemicals.

Public Opinion on Green Marketing:

* Shoppers are thinking green, but not always buying that way, according to a new study released by the Grocery Manufacturers Association (GMA) and Deloitte. The study found that while 54 percent of shoppers indicate that environmental sustainability in a factor in their purchasing decisions, they actually bought green products on just 22 percent of their shopping trips. The survey is the basis of the GMA-Deloitte report titled Finding the Green in Today's

Shoppers: Sustainability Trends and New Shopper Insights and was based on interviews with over 6,400 shoppers. * Now eco packaging is poised to become the next low-hanging fruit of the clean tech world. Investors and entrepreneurs this week at Europe's most important annual clean tech conference reported unprecedented interest in reducing the use of raw materials while finding superior protection for food and other products. * Consumers are increasingly putting plastic shopping bags and non-green wrapping items on their naughty list, according to Deloitte's 2008 Annual Holiday Survey. Nearly half of the 13,000 consumers polled said they'd be willing to pay more for green gifts. This was up from 17 percent last year. * Consumers perceive themselves as being environmentally responsible. Successful green marketing requires matching a company's brand attributes with its customers' identity as "green." An article suggested examining green marketing from the perspective of the 4 P's of marketing -- product, price, placement and promotion -- plus a 5th P, "prove it." * Americans are quick to identify polluting companies as "socially irresponsible" and make their purchasing decisions accordingly, says a new survey. The poll also found that American consumers between the ages of 18-29 are more likely to spend more on organic, environmentally preferable or fair trade products than other age groups.

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 marketing such green products are preferred over the others not doing so and thus develop a competitive advantage, simultaneously meeting their business objectives. Organizations believe they have a moral obligation to be more socially responsible. This is in keeping with the philosophy of CSR which has been successfully adopted by many business houses to improve their corporate image. Firms in this situation can take two approaches: Use the fact that they are environmentally responsible as a marketing tool. Become responsible without prompting this fact. 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 by products Modify consumer and industrys use and /or consumption of harmful goods; or Ensure that all types of consumers have the ability to evaluate the environmental composition of goods Competitors Environmental Activities Pressure Firms to change their 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. Cost Factors Associated With Waste Disposal or Reductions in Material Usage Environmental

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.

4s of green marketing

Safety of product Satisfaction of customer Social acceptability of a product Sustainability of the product

Green Strategy Formulation

As in formulation of green strategy, a firm may evolve it from a SWOT analysis or Environmental Audit. 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 because 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 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).

Strategies
The marketing strategies for green marketing include: -

Marketing Audit (including internal and external situation analysis) Develop a marketing plan outlining strategies with regard to 4 P's Implement marketing strategies Plan results evaluation

The life stage of product would include the following:

Stage- I Development stage: traditionally characterized as the acquisition of raw materials, component parts, and subassemblies. The alternative approach advocated here encourage manufacturer to check the environmental programs of suppliers, to require minimal packaging of inputs, and to consider sources of materials that could be easily replenished or are recyclable. Stage-II Production stage: manufacturing companies are encourage to reduce emission, toxicity and waste, and to conserve water and energy. They are also encourage to seek and develop alternative uses for waste products, to revise the manufacturing process, to minimize waste generation, to minimize energy use or to attempt to find alternative sources of energy. Stage-III Consumption stage: minimization of packaging, conservation of energy and minimization of waste from product maintenance and service are strongly urged. Stage-IV The final stage of a product is its disposal, green marketing introduce the concepts of reuse and recyclability, in addition to the concept of waste reduction. Table-I Thus the mammoth like challenge of green marketing is to meet the unlimited wants of consumers within the constraint of limited resources by introducing modern management tools like TQM, 6-Sigma, 4Rs(Reduce, Reuse, Recycle, Recovery) principles in production processes of companies. Currently our concern is with the total yield of production and product marketing processes including waste and pollution.

Managerial/ Strategic Implication of Green Marketing:

Green marketing subsumes green products as well as greening firms. Managers need to identify what ought to be green: systems, processes or products? A research model has been developed

for the purpose of this study. This consists of five major sets of variables, namely Antecedents, Mediators, Strategy, Outcomes and Moderators. Antecedent are all those factors affecting firms environmental orientation, which Subsequently shapes marketing strategy. According to political economy paradigm, there are four groups of antecedent factors, namely external polity i.e. socio-political and regulatory system in which the firm operates, external economy i.e prevailing and prospective economic environment surrounding the firm, internal polity i.e. the way power, authority are handle within the firm and internal economy i.e. the way existing resources are allocated to produce sufficient and satisfactory out-put. The antecedents have an impact on firms values, belief and attitude towards environmentalism and related aspects, which acts as a media to r on environmental marketing strategy. Enviro-marketing Strategy provides the central construct of the model, comprising environmental adjustments of the traditional marketing mix elements( product, price, promotion &place) to a specific target market setting. Enviro-marketing strategy implementation will have certain financial, market, customers and competitive outcomes for the organization with regard to its marketing performance. Finally the effect of strategic factors on marketing performance is controlled by a number of moderators, which can be found

FUTURE:
Companies are likely, either due to regulation or voluntary action; to provide their customers with more and more information about their products 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.

Conclusion
Green marketing should not neglect the economic aspect of marketing. Marketers need to understand the implications of green marketing. If we think customers are not concerned about environmental issues or will not pay a premium for products that are more eco-responsible, think again. We must find an opportunity to enhance our product's performance and strengthen your customer's loyalty and command a higher price. So, if today's successful marketing is about appealing to personal values and delivering consumer empowerment, then surely the time is right to inject sustainable development into the marketing mix to help address some of the gritty issues currently facing our planet .Green marketing methods produce highly effective results. They apply all of the steps you need to cut costs, raise response rates and increase growth in the most important marketing metric we are all held accountable forthe bottom line.

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