IMPLEMENTATION OF GREEN

MARKETING IN INDIAN
SCENARIO
PRESENTED BY:
SAI SREE DIVYA
UZMA AFREEN
(VJIM)
CONTENTS
1. Introduction to Green Marketing
2. Objective of the study
3. Benefits and Challenges
4. The Four Ps of Green Marketing
5. Current Scenario
6. Data and Findings
7. Companies taking initiative in Green Marketing
8. Conclusion

OBJECTIVES OF THE STUDY
To discuss the need for Green marketing in India from different
perspectives.
To study the present scenario and potential of Green marketing in
India.
To study the challenges faced by Green marketers in India.
The paper also aims to understand green marketing mix and points out
the challenges.
INTRODUCTION
o 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. (Philip Kotler)
o Green marketing was given prominence in the late 1980s and 1990s after the
proceedings of the first workshop on Ecological marketing held in Austin, Texas (US), in
1975. Several books on green marketing began to be published thereafter.
o The management of green marketing activity continues to evolve as companies
incorporate new thinking about climate change throughout their organizations. Initial
green marketing efforts focused on the recycling of products such as aluminum cans and
photocopier toner cartridges.
o The study of green marketing reflects an interest in becoming more aware of
ecological and sustainability issues and consistently working to achieve higher
levels of sustainability.
o As resources are limited and human wants are unlimited, it is important for the
marketers to utilize the resources efficiently without waste as well as to achieve the
organization's objective. So green marketing is inevitable.
o Over time, firms have begun to consider ways to modify inputs to production that
limit the influence of the products on the environment.


BENEFITS OF GREEN MARKETING:
1) Environmental Benefits : Ex-Chevrolet Volt
2) Developing Economies: Ex-increased exposure to drought, intense storms,
floods.
3) Consumer Benefits: Ex- reduce pollution
4) Strategic Benefits: Ex- enhance image of the brand among consumers.
5) Product Benefits: Ex- hybrid engine is a product innovation.
6) Production Process Benefits: Ex- handling of products, by-products, and
waste
7) Supply Chain Benefits Ex-(GSCM) is becoming increasingly important
for Indian manufacturers.


CHALLENGES FACED WHILE IMPLEMENTING
GREEN MARKETING:
1) Avoiding Green Myopia
2) Need for standardization
3) New Concept
4) Patience and Perseverance
5) Cost Factor
6) Convincing customers
7) Sustainability

Product Price Place Promotion
While manufacturing
green products the
firms should
incorporate
environmentally
friendly resources or
materials in the
product. The
characteristics of the
resources or materials
used in the product
and its packaging
should influence
environmental
elements.

It is often perceived
by the consumers that
the prices of green
products are
relatively higher
compared to the
traditional products. If
production and
operating costs
are lowered, it would
give green products
more competent force
on the market.
Green products and
services which are to
be delivered from the
point of producers to
the point of ultimate
green consumers. In
this context, the firm
should choose a
proper channel
considering product
characteristics,
consumer
characteristics and
market characteristics.

The firms should focus
more on Green
Advertising in order
to communicate to its
green customers (who
uses eco-friendly
products) and as well
as traditional
customers (who are
not green users)
about the concept of
environmental
protection. Apart from
this, the firms should
also launch
promotional tools
such as schemes,
coupons,
Green Marketing Mix
CURRENT SCENARIO AND IMPLEMENTATION

Companies take on green marketing- Over the course of 2013, it's been an
exclusive club of progressive businesses such as Unilever, Nike, BMW,
Puma and Walmart that have been challenging this paradigm with their
positive stories of eco-innovation.
Many analysts are predicting that 2014 will be a make-or-break-it year for
many green businesses as increasing competition in the green sector drives
some businesses to new heights of innovation and service while other
businesses lag behind. Trends may come and go, and of course, it is
impossible for any green business to stay on top of all of them, nor is it
worthwhile to try.
However, keeping track of green business trends is a great way to ensure that
your business stays fresh, flexible, and creative in the face of new challenges
and opportunities, the surest way to green business success in 2014 and
beyond.
Company Green Marketing Initiatives

Philips India Energy saving Lights.
Medical Equipments.
House hold appliances.

Mahindra Reva Electric Vehicle-e2o.
Earth friendly small tractor designed to the
farmers.

Wipro Technologies Sustainable IT products and solutions,
which help customers, achieve high
productivity in energy, space and asset
management through the lifecycle.
Recycled plastic.
Launched Green ware ranges of desktops
are not only 100% recyclable, but also
toxin-free.


DATA AND FINDINGS
Familiarity with and attitude towards Green Marketing and environment
In all of the 126 respondents 63.5% were familiar with the concept of green marketing and rest 36.5% was
unaware about this concept. A majority at 88.1% although claim that they worry about the environment.

1. A majority of respondents were familiar with the concept of green marketing and worry about the
Environment.
2. Consumers in north regions have different attitude towards green products, with latter
having more favorable attitude.
3. Male and female respondents show no significant difference in attitude towards green products.
4. Consumers who are older have less favorable attitude towards green products.
5. Richer consumers have less favorable attitude towards green products.


(Source: Secondary research from CII , Mckinsey reports)
CONCLUSION
Organized and unified campaigning
Marketers and producer should develop their product and services
according to the genuine need of the customers
The research and development expenses should be increased
Government should subsidize the green efforts, so that marketer could
avail green product and services at reasonable prices.
Introduce new ways of enhancing green efforts.
Adapt green policies as long term strategy.
Work and efforts are required on part of the government and
industry for proper planning and implementation of green.