Green Marketing - 5158 Words

GREEN MARKETING Abstract: This report analyses the integration of environmental issues into the marketing planning by marketers and the strategies adopted by them to market their products and services. This study emphasises that â€Å"Proactive green marketers† adopting a free market system in their values are the most genuine group in implementing green marketing voluntarily and seeking competitive advantage through environmental friendliness. The study further delves in to the green consumer segment and the usage of marketing mix tools by marketers. From a marketing theory perspective, the logic of green marketing has been analysed by studying the relationships between marketing strategies and functions of a company. The results suggest†¦show more content†¦ONGC is the greenest company followed by Reliance Industries. Also according to global enterprise survey Indian respondents scored over respondents from 10 other countries in expecting to pay 5% more for green technology and it s benefits for the environment and return on investment(ROI) is proven. Concept of Corporate Environmentalism and Greening of Strategic Marketing: Wehrmeyer and Banerjee(1999) have analysed the greening of marketing strategies with implications for marketing theory and practice and further imply that strategic management process to the following conceptual framework of corporate environmentalism to analyse the hierarchy in strategic marketing. From the above structure it follows that, for a firm the enterprise strategy is the most important level of strategy that drives other levels. Enterprise strategy deals with the relationship of the firm and its environment and consequently conceptualisation of teh organisational environment becomes crucial to the theory and practice of marketing strategy. Further it has been argued that the corporate environmentalism has far reaching possible consequences affecting the firm, customers, employees, as well as society in general. Objectives of the study: The purpose of this study is to analyse the need to integrate social values and environmental issues into marketing strategies and clarify itsShow MoreRelatedGreen Marketing764 Words   |  4 PagesGreen marketing can be defined as promotional strategy designed to promote product or services based on environmental factors or awareness. Green marketing is different from the â€Å"marketing.† Organisation involved in green marketing take decisions relating to the systems, policies and processes of the organisation`s products (Brueckner 2010). In simple words, green marketing promote sustainable consumption. It emphases consumer needs with an effort to improve the environmental attributes of productsRead MoreGreen Marketing898 Words   |  4 PagesThere are seven key green marketing principles that will help green companies sustain. Why are green marketing principles so important? There are several reasons. One of them being that businesses can avoid accusations of greenwashing which is a term meaning to promote a companys products deceptively. Another reason is that ethically it is the right thing to do. Businesses should be promoting green and protecting and preserving the environments resources because we all use them. Finally, companiesRead MoreGreen Marketing3851 Words   |  16 PagesINTRODUCTION 2 2.0 OBJECTIVE OF GREEN MARKETING 3 3.0 LITERATURE REVIEW 3 3.1 Introduction 3 3.2 Green Marketing legislation 4 3.3 Evolution of Green Marketing 5 3.4 Benefits of Green Marketing 6 3.5 Reason Firms Use Green Marketing 7 3.5.1 Opportunities 7 3.5.2 Social responsibility 8 3.5.3 Governmental pressure 9 3.5.4 Competitive Pressure 10 3.5.5 Cost or profit Issues 10 3.6 Problems with green Marketing 11 3.7 Keys to Successful Green Marketing 12 3.7.1 Being genuine 12 3.7Read MoreMarketing Strategy For Green Marketing915 Words   |  4 Pages Marketing is not only about advertising, but it also covers the firm objectives and goal since the beginning before the product launched until the product is delivered to the customers. 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Yet defining green marketing is not a simple task where several meanings intersect and contradict each other; an example ofRead MoreGreen Marketing, Environmental Marketing And Ecological Marketing1289 Words   |  6 PagesNumerous individuals trust that green marketing alludes exclusively to the advancement or publicizing of items with ecological qualities. Accordingly green promoting consolidates an expansive scope of exercises, including bundling changes, changes to the generation process, item adjustment and in addition changing or altering publicizing. Almost all the governing institutes and regimes around the world have concerned about green marketing activities that they have endeavored to regulate them. ForRead MoreGreen Marketing Essay1966 Words   |  8 PagesGreen Marketing There is a student walking on the street on a chilly and raining night. She feels like to hold a cup of hot coffee in her hands to fight the chilliness. She walks directly toward Starbucks whenever an advertisement comes up to her mind. The advertisement says that the customers who bring their own cups will save ten dollars per cup at Starbucks. After a while, she holds a cup of coffee with satisfaction since she not only saved money but also did something good for the environment