Green Marketing

Green Marketing as an art of creating an awareness among consumers about carefully planned and developed eco compliant products and services using competitive pricing, promotion and distribution strategies that leads to increased uptake of product and services, increase in ROI and finally consumer satisfaction.


Why do marketers go for Green Marketing are:-

A.Opportunity
In India, around 25% of the consumers prefer environmental-friendly products, and around 28% may be considered healthy conscious. Therefore, green marketers have diverse and fairly sizeable segments to cater to.Some examples are:-
1.The Surf Excel detergent which saves water (advertised with the message—"do bucket paani roz bachana")
2.The energy-saving LG consumers durables are examples of green marketing. We also have green buildings which are efficient in their use of energy, water and construction materials, and which reduce the impact on human health and the environment through better design, construction, operation, maintenance and waste disposal.
3.In India, the green building movement, spearheaded by the Confederation of Indian industry (CII) - Godrej Green business Center, has gained tremendous impetus over the last few years. From 20,000 sq ft in 2003, India's green building footprint is now over 25 million sq ft. They are generally concerned with collecting goods directly from the manufacturing concern and they sell it to various wholesalers in different areas.

B.Social Responsibility
Many companies have started realizing that they must behave in an environment-friendly fashion. They believe both in achieving environmental objectives as well as profit related objectives. Some of examples are :-

1.HSBC Bank became the world's first bank to go carbon-neutral .
2.Coca-Cola, which has invested in various recycling activities.
3.Walt Disney World in Florida, US, has an extensive waste management program and infrastructure in place.

C.Governmental Pressure
Various regulations rare framed by the government to protect consumers and the society at large. The Indian government too has developed a framework of legislations to reduce the production of harmful goods and by products. These reduce the industry's production and consumers' consumption of harmful goods, including those detrimental to the environment; for example
Examples are;-
1.The ban of plastic bags in Mumbai.
2.Prohibition of smoking in public areas, etc.



D.Competitive Pressure
E.Cost Reduction
Reduction of harmful waste may lead to substantial cost savings. Sometimes, many firms develop symbiotic relationship whereby the waste generated by one company is used by another as a cost-effective raw material. Examples are :-
1.The fly ash generated by thermal power plants, which would otherwise contributed to a gigantic quantum of solid waste, is used to manufacture fly ash bricks for construction purposes.

INDIAN COMPANIES INTO GREEN MARKETING

1. ORCHID-India’s only Ecotel

The Orchid - An Ecotel Hotel in Mumbai is Asia's first certified eco-friendly five-star hotel and world's only Ecotel to be certified as ISO 14001. This 245 - room hotels strategically located adjacent to the domestic airport making it a convenient place for the business traveler to stay. The exclusivity of The Orchid is experienced as soon as one enters the atrium that is serenaded by a 70-foot indoor waterfall. Around the waterfall, on the first level is the Boulevard, the 24-hour coffee shop. The beautiful Orchids growing there give you a feel of the truly Orchid experience. Besides, The Boulevard provides a unique guaranteed time-bound service aptly called the "Lightening Menu" or the "10 Minute Menu". If the service is even a minute late, the meal is on the house!

The 69 international awards reiterate the efforts of The Orchid of being a pioneer amongst environment friendly hotels.

2.Suzlon Energy
The world’s fourth largest wind-turbine maker is among the greenest and best Indian companies in India. Tulsi Tanti, the visionary behind Suzlon, convinced the world that wind is the energy of the future and built his factory in Pondicherry to run entirely on wind power. Suzlon’s corporate building is the most energy-efficient building ever built in India.

3.ITC Limited
ITC strengthened their commitment to green technologies by introducing ‘ozone-treated elemental chlorine free’ bleaching technology for the first time in India. The result is an entire new range of top green products and solutions: the environmentally friendly multi-purpose paper that is less polluting than its traditional counterpart.

4.Tamil Nadu Newsprint and Papers Limited (TNPL)
Adjudged the best performer in the 2009-2010 Green Business Survey, TNPL was awarded the Green Business Leadership Award in the Pulp and Paper Sector. The initiatives undertaken by this top green firm in India includes two Clean Development Mechanism projects and a wind farm project that helped generate 2,30,323 Carbon Emission Reductions earning Rs. 17.40 Crore.

5.Wipro Technologies
The list of top green Indian is never complete without Wipro which climbed to the top five brand league in Greenpeace's 'Guide to Greener Electronics' ranking. Despite the global financial crisis, Wipro held fast to its commitment towards energy efficiency and was lauded for launching energy star compliant products in the market.
Wipro Technologies The list of top 10 green Indian companies is never complete without Wipro which climbed to the top five brand league in Greenpeace's 'Guide to Greener Electronics' ranking. Despite the global financial crisis, Wipro held fast to its commitment towards energy efficiency and was lauded for launching energy star compliant products in the market.

6. Oil and Natural Gas Company (ONGC)
India’s largest oil producer, ONGC, is all set to lead the list of top green Indian companies with energy-efficient, green crematoriums that will soon replace the traditional wooden pyre across the country. ONGC’s Mokshada Green Cremation initiative will save 60 to 70% of wood and a fourth of the burning time per cremation.

7.Hero Honda Motors
Hero Honda is one of the largest two-wheeler manufacturers in India and an equally responsible top green firm in India. The company’s philosophy of continuous innovation in green products and solutions has played a key role in striking the right balance between business, mankind and nature.

8.IndusInd Bank
Green banking has been catching up as among the top Indian green initiatives ever since IndusInd opened the country’s first solar-powered ATM and pioneered an eco-savvy change in the Indian banking sector. The bank is planning for more such initiatives in addressing the challenges of climate change.

9.IDEA Cellular
One of the best Indian companies, IDEA, paints India green with its national ‘Use Mobile, Save Paper’ campaign. The company had organized Green Pledge campaigns at Indian cities where thousands came forward and pledged to save paper and trees. IDEA has also set up bus shelters with potted plants and tendril climbers to convey the green message.

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