Universal Business School,Karjat

A Report on Green Marketing Strategy

Under the Supervision Of:

Professor Dilip Nandkeolyar

Prepared By:
Souvik Das
PGDMG7/ 2054
Green Marketing
The process of promoting items based on their environmental benefits is known as green
marketing (also known as eco-marketing or sustainable marketing).
It is a marketing strategy that promotes items that are ecologically friendly in and of
themselves, as well as the eco-friendly business processes that are used in their manufacture.
In an economic sense, green marketing refers to all efforts that contribute to the development,
marketing, and promotion of products and services that have a lower environmental effect
than the alternatives available on the market.
The goal is to determine the product’s stage of manufacture, marketing, and use in order to
persuade consumers to choose environmentally responsible and sustainable consumption.
The green marketing concept was first presented in 1975 in a seminar on Ecological
Marketing in the literature held by the American Marketing Association (AMA). In the late
1980s and early 1990s, the term green marketing became prominent. In the 1980s, the first
green marketing wave took place. The tangible milestone for the first green marketing wave
was released in the form of books labeled Green Marketing.
Important green marketing guidelines: Marketers should develop a green marketing strategy.
How can they find new ways to sell their products while still dealing with market
competition? A marketing firm should also be aware of its strengths and weaknesses. Make a
strategy. How can a company improve the lives of its customers and differentiate itself? Its
competitors’ offerings The company should provide assurance to the client. Customers
should feel safe, and the environment should be considered.Everything from product
production to delivery.Firms should do the right thing and reassure customers that they are
doing the right thing, that they are working hard and caringly to produce a high-quality
product and service. The company should think about When making marketing decisions,
keep people, profit, and the environment in mind. If you’re firm, Wants to provide clients
with a green product. First and foremost, it requires To determine whether or not the
customer is aware of the problems with the product Attempts to deal with There should be
some added value to the product.Customers should be delighted when they interact with
businesses.They employ a certain product that is distinct from other options.There are items
on the market.
If a company charges more than a competition, they should think about its pricing practises as
well. Then ensure that the product costs more as a result of the use of higher-quality
ingredients. Scale economies are important. Always make an attempt to improve in some
way. Old products and embrace new types of Eco-products perform a fantastic job of
reducing pollution. In order to gain the trust of consumers, the producer must not They
shouldn’t just focus on the functional gains; they should also consider the long-term
implications. They’re constructing. If not, are their products and services environmentally
friendly? Then how can they develop things that are environmentally friendly, and with
whom are they collaborating? With. To take advantage of green marketing opportunities
Represents an emotional connection with customers.
Examples of Green thinking of organisations:
TATA Motors
Apart from petrol and diesel-run vehicles, the company sells vehicles like The Ace CNG,
Indigo XL CNG running on alternate fuels such as CNG in the domestic markets. The Ace
and Indica Electric Vehicles are available in its export markets. It makes efforts to make
Environment-friendly engines. Tata Motors was the first Indian company to introduce
vehicles With Euro (emission) norms well ahead of the mandated date. Tata vehicles meet the
European End-of-Life vehicle norms for maintenance of metallic and non-metallic balance in
terms of Materials used for manufacturing its cars.
Taj Hotels is a chain of luxury hotels in India
Taj Hotels, Resorts, and Palaces adheres to Green Globe Standards in terms of environmental
practises. EARTH (Environmental Awareness and Renewal at Taj Hotels) was
launched.Programme aimed at reducing the environmental impact of company operations.
Waste from the kitchen And dry leaves are composted, waste paper is turned into writing
pads, and outdated books are repurposed.Linen bags and cotton napkins are made from
bedsheets. Udaipur’s Lake Palace, which is The Taj, which stands in the midst of Pichola
Lake, ensures that the lake’s water is not spoiled or harmed. Life in the sea The Taj Garden
Retreat is located near the Vembanad Lake in Kumarakom.Kumarakom Bird Sanctuary is
home to a diverse range of migratory birds.The hotel uses special lighting to reduce the glare
so as not to disturb animal life. Reef Recharge was launched in 2011 by Taj Exotica Resort
and Spa, Maldives, in collaboration with Ocean Dive Maldives.Aimed to increase the coral
coverage near the resort and create a healthy reef ecosystem. Rambagh Palace installed a 2.1
MW wind turbine generator at a wind farm at Kaladongar in Jaisalmer, which currently
supplies 70% of annual electricity requirements of the Palace.
HP
Inkjet recycling was introduced by HP in 2005, and it resulted in resource reduction. Between
2005 and 2010, recycling lowered the inkjet’s carbon footprint.Cartridges by 22%, cut fossil
fuel consumption in half, and cut water consumption by 69%. It has been successful .
Undertaken a number of energy-efficiency initiatives, including the Closed Loop Recycling
Program, the HP Managed Print Services, creative packaging, and the utilisation of recycled
components in hardware Designs. In 2013, Seagate Technology, an HP supplier, utilised 11%
less energy to make its products.Compared to the baseline year of 2008. The corporation
wants to reduce its first-tier debt by 2020.By 20 percent, production and product
transportation-related GHG emissions will be reduced.
PepsiCo is a beverage company based in the United States.
In 2012, Pepsi received the Stockholm Industry Water Award for its efforts to minimise
energy and water consumption across its businesses. Working on sustainability is also part of
the company’s efforts.Collaborating with farmers to track water use, carbon emissions, and
crop yields. In the year 2011, It introduced a petroleum-free, 100 percent recyclable bottle. It
was created using bio-based materials. Switch grass, pine bark, and corn husks are examples
of raw materials. As part of its 2025 strategy,It has vowed to minimise food waste by 50%
under the Performance with Purpose (PWP) agenda by 2025 in its direct operations.
Oil and Natural Gas Company (ONGC)
Oil and Natural Gas Company, India’s largest oil producer, is on track to top the list of the
top 10 Indian businesses that have embraced green marketing by building energy-efficient,
green crematoriums that will soon replace traditional wood fires across the country.
Following the Mokshada Green Cremation activity brought to light by ONGC will save 60 to
70 percent of wood and a fourth of the incineration time.
Godrej
Godrej is one of India’s largest conglomerates, catering to the requirements of a wide range
of individuals. Godrej Green Centre claims to be energy, water, and construction material
efficient, decreasing the impact on human health and the environment through improved
design, building, operation, maintenance, and waste management. The drive for reform in the
Indian construction industry was created by Godrej green buildings.

Challenges
The most difficult aspect of implementing green marketing strategies is ensuring their long-
term viability. As with the early stages of any business, the time it takes for these methods to
yield profits is long and often unpredictable. The implementation stages are connected with
significant costs and frequently result in significant expenditures. The business Firms that
implement these methods should have a long-term strategy. Second, there is the Customers
seek convenience and cost savings, thus the firm’s efforts and patience go unrewarded.
Advantage in patronising items while ignoring environmental concerns Organisation.

Conclusions and Next Steps

The field of green marketing is still in its infancy. There is still much to be done. Government
agencies have put a lot of pressure on businesses to adopt green marketing strategies. The
lack of a broad range of options Acceptability stems from a lack of commitment. Investing in
the future is a major source of anxiety. R&D and cutting-edge technology. Another issue is a
lack of public knowledge. Often The expense of recycling material is high. Consumers are
usually unwilling to pay a higher price. For environmentally friendly products.
Businesses must use green marketing to persuade people to embrace a green lifestyle by
purchasing eco-friendly products in order to prevent the environment from destruction. It’s
the case because people are becoming more aware of global warming and climate change.
Every corporation has a responsibility to look for ways to keep the environment in good
shape. The same should be said about Consumers’ purchasing behaviour, which should not
only be thankful but also strategic. Should use the products and be willing to pay the
accompanying costs, as they are environmentally friendly. It is necessary to charge a
premium over the standard price for environmentally friendly products. Green marketing is a
way of thinking and acting. In the long run, not only will this assist to save costs, but it will
also help to improve the company’s reputation. It also prepares the path for the establishment
of a healthy, safe, and joyful environment, which is the greatest gift that future generations
may get.