Research Proposal: G & R Consultancy, Chennai, India Tel.: +91 9600035556 Email: Website

RESEARCH PROPOSAL
1.0 Proposed Title: Green marketing on corporate strategic – A comparative study of two
Indian companies
2.0 Background of the problem:
Green marketing is relatively new focus in business endeavors and came into prominence only
in the late eighties (Ottman 1998). Since the mid-nineties, environmental legislation has
increased, leading to a higher level of awareness of environmental issues in the business
domain and many corporations being required to consider the issues in their strategic planning
in order to meet stricter environmental standards. The past decade has shown that harnessing
consumer power to effect stricter environmental change is far easier said than done. The so-
called "green-consumer" movement in the United States has struggled to keep afloat by not
quite being able to reach critical mass not being at the very fore-front of shopper's minds.
Ken Peattie (1999) defined environmental marketing in terms of customer satisfaction in a

sustainable fashion which refers as ‘the holistic management process responsible for
identifying, anticipating, and satisfying the requirements of the consumers and society, in a
profitable and sustainable way’. However, the definition provided by the Charter (1992) adds a
strategic dimension to the concept other than customer satisfaction and stressed the
importance of a long term perspective and the role played by stakeholders. According to
Charter (1992), green marketing is defined as ‘greener marketing is a holistic and responsible
strategic management process that identified, anticipates, satisfies and fulfil stakeholder needs,
for reasonable reward, that does not adversely affect human or natural environmental well
being’.
In India, there is an increased awareness and interest on green marketing strategies as
evident from the sharp increase in number of ISO1400 companies. The first indication of
consumer interest in green products came through the study conducted by Peattie (1999) which
indicated that in India for environmental protection almost 56 percent of the people are willing to
pay. In another survey conducted by Gallup, revealed that Indians want their country to address
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issues related to environmental. Traditionally, the market strategy of the company was to
increase the profit (Peattie 1999, p.57) but early nineties there is a change in the firm’s strategy
where the company must consider the effect of its action on all stakeholders including animals
and nature (Klonoski, 1991). Green-marketing, as a concept is pretty nascent, and as a
consequence, it has not been extensively explored/researched to the extent it should have,
particularly in India. Thus, this made the researcher to study the marketing strategies adopted
by the Indian companies
2.3. Aim: To examine the green marketing strategies adopted by companies
2.3.1. Objectives:
1. To understand how the green marketing strategies are developed by the two companies
2. To analyze the benefits of having green marketing strategies
2.3.2. Research questions

In order to fulfill the objectives, the study had following research questions
1. How two companies segment their market based on the consumer tendencies towards
green marketing?
2. How green market strategy is chosen for the companies?
3. How marketing mix is influenced by the choice of green marketing strategy?
4. What are the advantages that companies obtain by the adoptions of green marketing
strategy?
In order to fulfill the research questions I have chosen two leading companies engaged in India,
both of which are reputed brand names in consumer goods and initiated the green marketing
concept in relatively same time frame.
3.0 Literature Review

The review of literature provided scientific theories and cites various literatures that was done
elsewhere in related green marketing strategies adopted by the companies which will in turn
help to provide foundation for analysis and discussion
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According to Ginsberg & Bloom (2004), the first step is to gain rich understanding on consumer
preferences towards green marketing i.e., whether the development of product that has green
attributes is better selling point to target consumers. Various studies have showed that to know
the target green market segment better, there is need for appropriate individual consumer
tendencies towards green marketing (Fuller, 1999, p330-331; Coddington, 1993, p.83). There is
no one single strategy that will work for all companies, it all depends on the own individual
objectives, target market, resources etc (Polonsky & Rosenberger, 2001).
The development of green marketing strategy to a company is complex. Studies have showed
that green marketing as ‘a creating opportunity to innovate in ways that make a difference and
at the same time achieve business success’ (Grant,2007 p.10). Various authors has proposed
different models to develop strategy that includes the green marketing grid (Grant, 2007, p.10,
59) and the green marketing strategy matrix (Ginsbgerg & Bloom, 2004). Further, holistic and
integrated approach is necessary to implement green marketing strategies in all areas of the
marketing mix was emphasized by Polonsky & Rosenberger (2001).
Companies can able translate those concerns into action through marketing mix only if they are
truly committed to environmental concerns. There is an argument exists in implementation of
strategy that are considered to be environmentally superior that creates competitive advantage
by stimulating innovation and tapping into concerns of consumer (Porter & Van der Linde, 1995;
Elkington, 1994). According to Fuller (1999, p.39), companies that do not implement innovative
green marketing strategy will struggle to tough emerging global market and moreover viewed as
uncompetitive and unresponsive. Study by Jacquelyn Ottman (1993) reveled that practicing
green marketing helps the companies to increase their market share and also gain more profit.
In addition, the author further states that the companies will offer some personal rewards
indirectly to people like integration of their own value into work place. Further several benefits
are offered due to implementation of green marketing strategies such as reduction of trade
barriers, few health and safety impacts; improve community and employee relation,
environmental improvement and accurate information (Kuhre, WL, 1995)
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In order to understand the repose of UK and German companies to environmentalism, a study
was conducted by Pujari and Wright (1996). The results showed that the importance of
organization structure in implementing market strategy and companies also vary by their
‘environmentally conscious product design dimensions’ and this made the authors from that
study to recommend the importance of supportive structure in place for effective
implementation. Further Walley and Whitehead (1994) argued that greening strategy is difficult
to do in practice. In order to be optimizing the economic return on their investment, companies
must develop their strategies that transform environmental investment into sources of
competitive advantage (Orsato, 2006). Given that there is urgent need for development of
marketing strategies that can earn sustainable advantage in terms of profit to the firms and
minimal impact on the environment. Thus, the study will attempt to provide an overall
understanding of the marketing strategies both in terms of consumer and organization
perspectives
4.0 Methodology
4.1. Research approach:
The researcher adopted case study approach for the present thesis in order to gain deeper
insights into events such as how green marketing strategies can be developed and reasons for
companies to adopt green marketing. When focusing on one or few research units with purpose
of achieving in depth information, the preferable approach is case study (Denscombe, 2000,
p43). As stated by Yin, when researcher has little control over events and when the focus in on
a current phenomenon in a real life context and further to answering ‘how’ or ‘why’ questions,
case study is the preferred approach (referred by Ghuari & Grinhaung 2005, p115).
The researcher decided to conduct a comparative study of two Indian companies due to
descriptive nature of the thesis. Hence, the research approach adopted was qualitative one. As
stated by Holme and Solvang (1997), a qualitative method makes the researcher to understand
and interpret the qualitative nature of the data that stands in the centre. The first step of the
qualitative portion of the research will involve an in-depth study and review of the extant
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literature and techniques applicable to the specific research problem, including
operationalisation of environmental issues within the marketing mix and strategies developed by
the companies. The objective is to fully understand how the companies develop marketing
strategies to sustain in competitive market.
4.2. Case selection
Based on the observations as made in the earlier studies as mentioned in our literary review we
selected two leading companies engaged in consumer products marketing in India. The
researcher used convenient sampling method to select two companies engaged in consumer
products in India and who have green marketing strategy already in place. These are i) Blue
Star and ii) Philips India
Blue Star is the largest single source of air-conditioning equipments in India. They completely
phased out their CFC using Centrifugal chillers They are using HCFC instead which have to be
much less ODP (Ozone Depletion Potential)
Philips India has been using a corporate –wide eco-vision program since 1998.The program
require each business group under its purview should design or redesign one flagship product
every year. A few energy efficient products that has been designed as a result are KALA and
DECT telephones, a 32 inch TV set, and a video cassette recorder among them
4.3. Sample size

Although Walker (1985) suggested 20-40 in-depth interview are required for the qualitative
research. Due to limitation of time frame allocated for the present study and the cost involved,
the research will conduct interview from 10 managers / executive managers and 5 from each
companies. The size of the sample for the qualitative study was determined when saturation
was reached for theory and information, and anything new being added.
4.4. Data collection

Primary data:
In order to gather the necessary data and also provide profound insight into the topic of
strategic green marketing, the researcher considered interviews to be the most suitable way
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(Denscombe, 2000, p.132). The interview method was chosen for the present study reason
being permit face to face contact with respondents (Bryman & Bell 2007); to obtain new
insights, yield richest data, explore the topic in depth, flexibility to the interviewer in
administering interview to particular individual, help in clarification of questions and cognitive
aspects of the response. However there are disadvantages with reference to the interview
method like selective perceptions, recall error, inconsistencies due to flexibility, information
collected would be too large to construct the theme, transcription would be difficult (Yin
2003;Crescwell 2007;Newman 2003)
To collect data from the interviewee’s author proposed to use semi-structured interview guide as
the very fact that interview questions were expected to vary due to the act that the cases had
very different strategies. According to Walshman (1995) interviews allow the best access to the
interpretations that the participants have regarding the actions and events, which have or are
taking place and the views and aspirations of themselves and other participants. In qualitative
method there is an added advantage, as it allows the researcher to go back and evaluate the
interpretations provided by the interviewee or the respondent in some detail where other
methods in general do not allow. Interviewee will be conducted among managers of the
companies who are mere responsible for the development of green marketing strategies.
Interviews were noted down by the researcher by taking extensive notes and also
simultaneously recorded.
Tentative questions (Semi-structured)
1. What is your core business? can you explain it briefly?
2. When you have started to implement environmental standards to your business?
3. How your existing products different from green products?
4. Who are your customers?
Secondary data collection
Secondary data was collected from different website, annual reports, books, journals and
articles, websites, newspapers, magazines, case studies. The aim of this data collection is to
find out the related data regarding strategies adopted by the Trident solutions. The data thus
obtained will be an essential part of the dissertation topic.
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4.5. Pilot study:
A pilot study was conducted among interviewees to make sure that the terminologies used are
correct and appropriate. Interview will be conducted in person using face to face method, as
this will help the interviewer to ask as many questions which were not in the interview guide
depending on the respondents answers (Denscombe, 2000, p.135).
4.6. Data analysis

The data was analyzed using content analysis. After the interview completion, data reduction
was undertaken in order to identify the patterns and themes in order to gain insight and
understanding. Data was coded, examined, compared and categorized based on the research
questions (Ghauri & Gronhaug, pp. 2005). If further data are required or new question arose,
then further data collection will be undertaken. Throughout the analyzing process, comparison
was done to find differences, similarities and meaning (Ibid, p.209).
References
Ackerstein, Daniel S. and Lemon, Katherine A. (1999), “Greening the Brand: Environmental
Marketing Strategies and the American Consumer,” in Charter, M. and
Bryman, E. & Bell, A (2007), Business Research methods. Oxford University Press Inc., New
York.
Creswell, JW (2003) Research Design: Qualitative, Quantitative and Mixed Method

Approaches. California: Sage Publications.
Ottman, Jacquelyn (1998), Green Marketing: Opportunity for Innovation, 2nd Ed., Lincolnwood,
IL: NTC Business Books.
Peattie, Ken (1999), “Trappings versus substance in the greening of marketing planning,”
Journal of Strategic Marketing, 7, 131-148.
G & R Consultancy,
Chennai, India
Tel.: +91 9600035556
Polonsky, M.J., eds., Greener Marketing: A Global Perspective on Greening Marketing Practice,
Sheffield, U.K.: Greenleaf Publishing.
Klonski RJ (1991). Foudnational considertional in the corporate social resposnility debate.

Business Horizons, 34 (4), 9-18
Ginsburg JM & Bloom, O. (2004). Choosing the right marketing strategy. MIT sloan
Management Review, 46(1), 79-84
Fuller, Donald A. (1999), Sustainable Marketing: Managerial-Ecological Issues, London, Sage

Publications
Coddington, W.(1993). Envroeonmtal marketing:psoitve strategies for reaching the green

consumer. New York, NY:MCGraw-Hill, Inc
Grant, J. (2007) The green marketing manifesto. Cornwall:TJ International Ltd.
Pujari, Devashish and Wright, Gillian (1999), “Integrating Environmental Issues into
Product Development: Understanding the Dimensions of Perceived Driving Forces and

Stakeholders,” Journal of Euromarketing, 7,4,43-63
Kuhre WL. (1995). ISO 14020s Environmental Labelling – Marketing. Prentice-Hall: Englewood
Cliffs, NJ.
Walley, N. & Whitehead, B. (1994). It’s not easy being green. Harvard Business Review, 72 (3),
46-51
Orsato, R. (2006). Competive environemtal strategies: When does it pay to be green?

Californina Management Review, 48(2), 127-143
G & R Consultancy,
Chennai, India
Tel.: +91 9600035556
Ghuari, O., Gronhaug, K. (2005). Research methods in Business studies: A practical guide Thist
Edition. Harlow: Financial Times/Prentice Hall.
Dean, T, Brown, RL & Bamford, CE 1998, ‘Differences in Large and Small Firm Responses to
Environmental Context: Strategic Implications from a Comparative Analysis of Business
Formations’, Strategic Management Journal, vol.19, no. 8, pp. 709–723.
G & R Consultancy,
Chennai, India
Tel.: +91 9600035556

Research Proposal: G & R Consultancy, Chennai, India Tel.: +91 9600035556 Email: Website

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RESEARCH PROPOSAL

2.0 Background of the problem:

Ken Peattie (1999) defined environmental marketing in terms of customer satisfaction in a

2.3. Aim: To examine the green marketing strategies adopted by companies

2.3.2. Research questions

3.0 Literature Review

4.1. Research approach:

4.2. Case selection

4.3. Sample size

4.4. Data collection

4.6. Data analysis

Creswell, JW (2003) Research Design: Qualitative, Quantitative and Mixed Method

Klonski RJ (1991). Foudnational considertional in the corporate social resposnility debate.

Fuller, Donald A. (1999), Sustainable Marketing: Managerial-Ecological Issues, London, Sage

Coddington, W.(1993). Envroeonmtal marketing:psoitve strategies for reaching the green

Grant, J. (2007) The green marketing manifesto. Cornwall:TJ International Ltd.

Product Development: Understanding the Dimensions of Perceived Driving Forces and

Orsato, R. (2006). Competive environemtal strategies: When does it pay to be green?

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