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ABSTRACT
In today's business world environmental issues plays an important role in
marketing.
All most all the governments around the world have concerned about
green marketing activities that they have attempted to regulate them. There has
been little attempt to academically examine environmental or green marketing.
It introduces the terms and concepts of green marketing, briefly discuss why
going green is important and also examine some of the reason that organizations
are adopting a green marketing philosophy. It also focuses some of the
problems with green marketing.

It identifies the key to successful green marketing:
Credibility
Publicize stories of the companys and employees green initiatives.
Enter environmental awards programs to profile environmental
credentials to
customers and stakeholders.
Never overstate environmental claims or establish unrealistic
expectations.
It also tells about Why Are Firms Using Green Marketing:
Organizations perceive environmental marketing to be an opportunity
that can
be used to achieve its objectives
Organizations believe they have a moral obligation to be more socially
responsible
Governmental bodies are forcing firms to become more responsible
Competitors' environmental activities pressure firms to change their
environmental marketing activities
Cost factors associated with waste disposal, or reductions in material
usage forces firms to modify their behavior

This report also stresses upon the effect of green marketing on the consumers.
Green marketing isn't just a catchphrase; it's a marketing strategy that can help
you get more customers and make more money. But only if you do it right.


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INTRODUCTION
According to the Indian 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.
Green Marketing refers to the process of selling products and/or services based
on their
environmental benefits. Such a product or service may be environmentally
friendly in it or
produced and/or packaged in an environmentally friendly way.

























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LITERATURE REVIEW

As per Mr. J. Polonsky, 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 customer's want and need for Quality, Performance, Affordable Pricing
and Convenience without having a detrimental input on the environment.
Goals of Green Marketing:
1.Eliminate the concept of waste
2.Reinvent the concept of product
3.Make prices reflect actual and environmental costs
4.Make environmentalism profitable
5.Bringing out product modifications
6.Changing in production processes
7.Packaging changes
8.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
legal implications of marketing claims call for caution. Misleading or overstated
claims can lead to regulatory or civil challenges. In the USA, the Federal Trade
Commission provides some guidance on environmental marketing claims. So,
in simple terms Green marketing refers to the process of selling products
and/or services based on their environmental benefits. Such a product or
service may be environmentally friendly in itself or produced and/or packaged
in an environmentally friendly way.

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COMPANIES GREEN INITIATIVE

1.ITC: GREEN CAMPAIGN

ITC has been 'Carbon Positive' three years in a row (sequestering/storing twice
the amount of CO2 than the Company emits).
'Water Positive' six years in a row (creating three times more Rainwater
Harvesting
potential than ITC's net consumption).
Close to 100% solid waste recycling.
All Environment, Health and Safety Management Systems in ITC conform to
the best international standards.
ITC's businesses generate livelihoods for over 5 million people.
ITC's globally recognised e-Choupal initiative is the world's largest rural
digital infrastructure benefiting over 4 million farming families.
ITC's Social and Farm Forestry initiative has greened over 80,000 hectares
creating an estimated 35 million person days of employment among the
disadvantaged.
ITC's Watershed Development Initiative brings precious water to nearly
35,000 hectares of drylands and moisture-stressed areas.
2.MARUTI: GREENING THE 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.
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3.HCLS: ENVIRONMENT MANAGEMENT & ECOSAFE POLICY

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 areenvironment friendly in all respects and are free
from hazardous chemicals.
HCL ecoSafe focuses on product lifecycle management to ensure that our
products right from when they are manufactured, bought by customers,
recovered at their end- of-life and recycled after useful life are done in an
environmentally responsible manner.






























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OBJECTIVES:
Primary Objectives:
1.To know the benefits and opportunities of green marketing strategy
2.To study the challenges in green marketing.

Secondary Objectives:
1.To check the awareness about eco-friendly products of the peoples and
make them aware.
2.To know the strategy being a green is either helpful or not.

















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RESEARCH METHODOLOGY

The aim of this study is to investigate immense opportunities and associated
challenges in Green Marketing. Green marketing is still in its infancy and a lot
of research is to be done on green marketing to fully explore its potential.
Marketing Green means having a vision and a plan and taking (cautious) action.
As more companies look to promote their environmentally savvy practices, it's a
good idea to pause for a moment and consider what companies are marketing
when promoting organization as green or sustainable.

RESEARCH HYPOTHESIS:
A tentative insight into the natural world, a concept that is not yet verified but
that if true would explain certain facts or phenomena. The hypothesis to be
tested in this study is:
There are sufficient opportunities for green marketing and green
products in Rewa.
RESEARCH DESIGN:
Descriptive research design is used in this research. It includes survey and fact
finding inquiries of different kinds. The major purpose of descriptive research is
description of the
state of the affairs, as it exists at present.
DATA COLLECTION:
There are two sources through which data is collected.
Primary Data:Primary data has been collected mainly through structured
questionnaire.
The questions were designed in an easily understandable manner that the
respondents may
not have any difficulty in answering them.
Secondary Data:Secondary data has been obtained through websites, books,
and online magazines and journals.


SAMPLING DESIGN


a. Sampling technique Simple Random Sampling
b. Sample size 100
c. Sampling area Rewa


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LIMITATIONS OF THE STUDY:
1)As the topic of research is wide so time is the main constraint in the research.
2) Target audience is also another limitation as the people had less
awareness about green marketing.
3)Some respondents were not interested in giving answer and they appeared to
be busy and bored at the very sound question.
4)The research is confined to a certain parts only and does not necessarily show
a pattern applicable to all of Country.
5)In a rapidly changing environment, analysis on one day or in one segment can
change very quickly. The environmental changes are vital to be considered in
order to assimilate the findings.
6)Time and money are one of the major constraints of any research activity and
this is also attributed with research.



















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Conclusion:
Green marketing should not neglect the economic aspect of marketing.
Marketers need to understand the implications of green marketing. Green
marketing to some extent strengthen companys image in the mind of
respondents that is very much clear from trustworthiness of green claims and
certainly it do have positive image of the organization in the minds of the
respondents. It was observed that the respondents who were more proactive
with the environmental behaviour have positive attitude towards green
advertisements. It is evident that green marketing have positive impact on only
those who are already practicing it. Rest of the respondents who were passive
had very less impact on their buying behaviour.
Green marketing covers more than a firm's marketing claims. While firms must
bear much of the responsibility for environmental degradation, the
responsibility should not be theirs alone. 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. We need to come out through green
myopia.
Having said this, it must not be forgotten that the industrial buyer also has the
ability to pressure suppliers to modify their activities. Thus an environmental
committed organization may not only produce goods that have reduced their
detrimental impact on the environment, they may also be able to pressure
their suppliers to behave in a more environmentally responsible fashion. Final
consumers and industrial buyers also have the ability to pressure organizations
to integrate the environment into their corporate culture and thus ensure all
organizations minimize the detrimental environmental impact of their
activities.


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Suggestions:
Green marketing is still in its infancy and a lot of research is to be done on
green
marketing to fully explore its potential. There are some suggestion that an
organizations should implement for catering challenges of green marketing and
successful exploitation of green marketing. Those are:
Consumer needs to be made more aware about the merits of Green products. It
is still a new concept for the masses. The consumer needs to be educated and
made aware of the environmental threats. It should be made sure that the
consumer is aware of and concerned about the issues that your product attempts
to address. Green Marketing campaign and green advertising is good step
toward it.
Consumers must be motivated to switch brands or even pay a premium for the
greener alternative. Make sure that consumer feel that they can make a
difference. Make sure that consumer feel that they can make a difference. This
is called empowerment and due to this main reason consumers will buy
greener products.
Further steps should be taken to control false promise and claim by the marketer
to maintain legitimacy and trustworthiness of green products. 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. For effective and
efficient implementation of this concept of Green Marketing the factor that
plays a major role is the Government. Unless the government creates specific
and stringent laws and utilizes its authority to implement them the concept
cannot be conceptualized. If the Consumer, the Organization and the
Government work in unison towards the common goal of minimizing the
detrimental environmental impact of their activities, then they can surely save
this environment and make this world a better place to live in.




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BIBLIOGRAPHY

I. Kothari C.R. (2004), Research Methodology Methods and Techniques, N.
Delhi, New Age International Publication
ii. Green, Paul, Tull (2002) Research for Marketing Decisions, N. Delhi,
Prentice-Hall of India
iii. Sharma D.D. (2008), Marketing Research: Principle Application & Cases
N. Delhi, Sultan Chand & Sons
iv. Kotler P. (1999), Marketing Management, N. Delhi, Prentice-Hall of India.
v. Rajagpalan R. (2003), Environment Studies, N. Delhi, Himalayan
Publishing
House.
vi. Certo, S.C. (1997), Modern Management, Englewood Cliffs, Prentice-Hall

WEBSITES:
a. http://www.businessworld.in
b. http://www.outlookindia.com
c. http://en.wikipedia.org
d. http://www.business-standard.com
e. http://www.encyclopedia.com