Minor Project Report

 On

STUDY ON EFFECTINESS OF GREEM MARKETING AS MARKETING

STRAGTEIES

Submitted in partial fulfilment of the requirements

for the award of the degree of

Bachelor of Business Administration (BBA)

to
Guru Gobind Singh Indraprastha University, Delhi

Guide: Mr Deep Biswas Submitted by: Ashutosh Mishra

Designation: Assistant Professor Roll No.: 35214201721

                        

Batch (2021-2024)

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 Jagannath International Management
School
Vasant Kunj, New Delhi-110070
(Affiliated to Guru Gobind Singh Indraprastha University, New Delhi)
Recognized u/s 2(f) by UGC & Accredited with ‘A+’ Grade by NAAC
Participant of UNGC & UNPRME, New York
ISO 9001:2015 Quality Certified

Certificate
This is to certify that Minor Project –II  entitled  “STUDY ON EFFECTINESS OF GREEM
MARKETING AS MARKETING STRAGTEIES Ashutosh Mishra  (35214201721) completed
under my supervision and guidance in partial fulfilment of the requirement for the award of degree of
Bachelor of Business Administration (BBA) as a  part of the curriculum bearing Course Code BBA-
218 in Guru Gobind Singh Indraprastha University, New Delhi-110078.

  Mr Deep Biswas
(Project Guide)
Countersigned by:

Head- Department of Management

Place: Delhi
Date:

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 ACKNOWLEDGEMENT

An individual alone could not have done a project of this scale. I take this opportunity to
express my acknowledgement and deep sense of gratitude to the individuals for rendering
their valuable assistance and gratitude to me. Their inputs have played a vital role in success
of this project. I express my sincere thanks to my project guide Mr. Deep Biswas for their
generous support, constant direction and mentoring at all stages of project. I take this
opportunity to thank my peers who spared their precious time to provide me with valuable
inputs for project without which it would have not been possible. I firmly believe that there is
always a scope of improvement. I welcome any suggestions for further enriching the quality
of this report.

Ashutosh Mishra

35214201721

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 CONTENTs

S No Topic Page No

1 Certificate from Internal Guide(See Annexure 1)

2 Acknowledgement -

3 Executive Summary -

4 Chapter-1:  Introduction -

5 Chapter-2:  Conceptual Discussion -

6 Chapter-3:  Research Methodology -

7 Chapter-4: Data Analysis 

8 Chapter-5: Finding and Conclusions -

9 Chapter-6: Conclusion

9 Bibliography -

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10 Appendices -
 Tables and Graph (If Any)
 Analytical Master Charts (If Any)
 Financial Statements (If Any)

CHAPTER 1

INTRODUCTION

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Marketing

Marketing is about connecting your company with potential customers and connecting those
customers with your products. It involves understanding customer needs, translating those
needs into products and services, packing and pricing those products and services, and then
convincing customers that they need to buy those products and services.

Marketing Strategies

A marketing strategy is a long-term plan for achieving a company's goals by understanding

the needs of customers and creating a distinct and sustainable competitive advantage. It
encompasses everything from determining who your customers are to deciding what channels
you use to reach those customers.

With a marketing strategy, you can define how your company positions itself in the
marketplace, the types of products you produce, the strategic partners you make, and the type
of advertising and promotion you undertake.

Having a marketing plan is essential to the success of any business. Read on to learn how to
create a successful marketing strategy for your company.

a marketing strategy is essential to setting the direction not just for your marketing-related
activities but also for your entire business. Your marketing strategy helps you stay in sync
with your customer base, develop the right products for them and determine how you
communicate information about those products. 

Without a defined strategy you won't know who your customers are, you won't develop the
right products, and you'll waste money promoting them. 

Green Marketings

It is well-known that ever-increasing business activities and production are globally polluting
the natural environment (e.g., damage to people, wildlife, and crops). In this world, human
needs are unlimited, but resources are limited. Thus, it is inevitable that marketers need to
utilize limited resources efficiently and effectively so that individual and organizational goals
can be achieved without spoiling many resources.

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 Green marketing recommends using eco-friendly products, e.g., refillable, ozone friendly,
healthy food, phosphate-free and recyclable products. Moreover, green marketing can be
applied in environmentally friendly ways to satisfy the customers’ needs, wants, and demands
by protecting the environment and society .

In the twenty-first century, some environmental issues, such as global warming, the effects of
greenhouse gases, pollution, and global climate change are directly connected to the
agricultural and manufacturing industries, which have a devastating impact on human
actions. These emerging environmental issues can only be solved if consumers are
responsible for reducing the hazardous effects on the environment by using a larger quantity
of green products. Therefore, many companies have begun to apply green production and
marketing strategies to meet customer preferences to achieve long-term business profits

Green marketing has become one of the key developments in modern business, which is
more applied in developed countries than lower and middle-income countries . Due to the
growing importance of environmental sustainability, green marketing is becoming more
popular . United Nations set out 17 sustainable development goals (SDGs), including
“poverty, hunger, health, education, gender equality, water, sanitation, energy, environment,
climate change, and social justice”.

Green marketing strongly supports the second goal among the SDGs, which indicates
“achieving food security & improving nutrition and promoting sustainable agriculture”.
Bangladesh was a relatively late adopter of the Green Revolution for political reasons.
Bangladesh’s government is trying to achieve the SDGs before 2030.

Therefore, environmental marketing is one part of achieving SDGs, such as ensuring

sustainable food production, attaining food security, and improving nutrition. In the least
developed countries (LDCs) and new developing countries such as Bangladesh, green
evaluation is an emerging issue as it ensures better products or food quality, especially for
health and the environment.

GREEN MARKETING MIX

Ginsberg and Bloom (2004) used the primary marketing-mix tools of product, price, place
and promotion to divide green marketing into four main strategies: (1) the lean green strategy,
(2) the defensive green strategy, (3) the shaded green strategy and (4) the extreme green
strategy.

According to scholars, companies that adopt the lean green strategy do not do much to
promote their green initiatives and try only to reduce costs by implementing environmental
programs. Companies that use the defensive green strategy do so as a precautionary measure
to respond to external pressures from competitors and environmental groups. When the
shaded green strategy is used, companies normally focus on long-term benefits and view
green activities as opportunities to create innovative products and technologies.

A well-developed system is also used to achieve the desired outcomes. Finally, companies
that use the extreme green strategy fully incorporate environmental issues and responsibility
into their business strategies and address issues such as pricing, quality and manufacturing for
the environment.

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Green Product

Green products namely, environmentally friendly products or environmentally conscious

products are referred to as products designed to lessen the consumption of natural resources
required and minimize the adversely environmental impacts during the whole life cycles of
these products Driven by environmental concerns more and more customers are inclined to
purchasing green products and even willingly pay comparatively higher prices for these
products

Before developing green products and pursuing market opportunities after producing them,
firms are urged to take both environmental sustainability and profit into consideration (In
academic circles likewise, much research regarding green marketing has been proposed

These studies have concentrated on targeting green customers with an aim to promoting the
sales of green products. Yet, despite the scholarly attention paid to green issues, the market
shares of many green products have not increased significantly in accordance with academic
interest and pursuit over the past decade

A major reason for this lies in the fact that many green products in the marketplace cannot
fulfil customers’ expectations and get their purchase because gaps exist between customers’
expectations and their perceptions of green products. Simon Williams, the CEO of The
Michael Peters Group, indicates that there are four areas that help to define a product as being
green: (1) content (2) structure and packaging (3) message and (4) positioning

Labelling

A very important area of consideration has been the area of eco-labels, labelling which
certifies that a given product is environmentally safe or friendly. A key consideration is
whether this labelling should be done by a private, independent and presumably impartial
organization or whether it should be done by a government entity. Another consideration is
whether there should be a single label for the whole country or several labelling
organizations. The approach varies from country to country.

Packaging

An important part of the total product for many companies is the packaging which not only
provides information but also serves as a type of promotion for the product. The packaging
also is a major source of environmental waste.

Much of the green marketing discussion, both in Europe and the US is over excessive
packaging and the material that the packaging is made of. The demand for recycled or
recyclable materials shows it is important to consumers. Many companies in the US have
instituted green packaging campaigns mainly because of consumer and consumer group
pressure.

McDonald's switched from plastic foam containers to paper wrappers on its hamburgers. A
much more significant prompting is coming from government pressure. The recycling law
has companies worldwide concerned about its eventual impact. In 1991 a provision took
effect that required companies selling in Germany to "collect and recycle packaging used to
transport their goods or to pay someone else to do it." A law, effective, 1993, required the

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collection and recycling of consumer packaging . German consumers can strip off secondary
packaging in the store and it must be collected and recycled. The aim is to prompt
significantly reduced packaging .

Green dots on a package signify that the manufacturer will recycle the package. It also
reminds consumers to deposit the package in conveniently located recycling bins.

Green Pricing

Pricing of green marketing is important and considering the fact that they support
environmental friendliness so the value can be added to the product for changing its
appearance, functionality and through customization, etc.

The pricing of green oriented products has typically been higher than conventional products
to reflect the added costs of modifying the production process, the packaging or the disposal
process. An additional reason for higher prices was the perception that International Journal
of Business and Technopreneur ship consumers would pay more for green products.

Surveys indicate that consumers say that they will pay from 7 to 20% more for
environmentally friendly products . But the relationship between attitudes and behaviour has
always been an important one for marketers and it appears to be significant when one
considers green marketing activities. This discrepancy may explain the fact that consumers
are unwilling to pay more for green products, even though they continue to say they will.

The customers are also aware of the benefits upholder by green products so even they are
willing to pay higher prices for the benefits associated with the green products.

Green Promotion

Green promotion needs to communicate substantive environmental information to consumers

that has meaningful links to corporate activities. As such, it is unlikely to be an effective
strategic tool unless it is supported by other corporate activities. Thus, promoting some real
environmental attribute of a product or firm requires a change in the product, process or
corporate focus.

Such changes do not have to be strategic in nature. Environmental communication can be

used to communicate tactical activities, such as relevant environmental sponsorships or minor
product modifications. The goals of such activities need to be clear, and the firm must be
careful not to over claim.

Otherwise, consumers may perceive these activities as green wash and ignore the promotion
or even punish the firm by boycotting products or complaining to regulators. It has been
suggested that "catering to environmental worries might be the hottest sales strategy. A major
problem for marketers and the consumer has been the confusion with many of the
environmental terms used in promoting products.

Terms such as biodegradable, recyclable and environmentally friendly have come under harsh
criticism and now, in many cases are being avoided by companies because of the difficulty in

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defining and documenting them. What began as positive promotion has turned into negative
publicity in some cases.

Many companies have simply stopped promoting the environmental advantages of their
products. Even though guidelines are issued, this may not really help much in clarifying
green claims. This pinpoints a real problem for marketers and their ability to properly
promote their green actions and products. The problem facing companies attempting green
marketing is that consumers do increasingly not believe environmental claims.

Perhaps part of the answer lies in the fact that when looking at information about the
environment, consumers are least likely to believe information that corporations supply them
in advertisements, on product labels, or printed on packaging.

One trend, however, has been the opening of green retail stores which stock environment-
oriented products. One of the first and the most successful, is the Body Shop started by Anita
Roddick in the UK. They do not use traditional mass media advertising, but instead use a
variety of other promotional and publicity methods. They have signs and leaflets in the stores
and promote by T-shirts worn by employees.

While companies have been backing away from green claims, they have been attempting to
better target green consumers. A process called 'environmental targeting' attempts to identify
consumers who are most likely to buy green products.

They sell advertisements on buses and commuter railroads in specific areas to target
environmentally oriented consumers. Their program is appropriately called Green
Mohammad Soliman et al. / Green Marketing… 94 Targeting. It is an example of the
increasing interest that companies are paying to green consumers.

Green Distribution

Green distribution is about managing logistics to cut down on transportation emissions,

thereby in effect aiming at reducing the carbon footprint. For example, instead of marketing
an imported product to a country, it can be licensed for local production.

This avoids shipping of the product from far away, thus reducing shipping cost and more
importantly, the consequent carbon emission by the ships and other modes of transport. An
important part of the distribution process for green products is through retailers who sell the
goods to the end consumers.

In many instances they share the responsibility of the claims made by the manufacturers of
green products. For this reason, it has been suggested that retailers help verify the claims as
an aid to the consumer .Wal-Mart stores were one of the first retailers to develop their own
green line of products and require that manufacturers meet certain criteria.

Four Rs of Green Marketing:

Four Rs of green marketing are as follows:

1.Re-duce: It targets at reducing the requirement of packaging and other material made
from man-made or natural fibre for resale or consumption

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.2.Re-cycle: It insists on relying on recycled materials and supplies or packaging
materials. It may mean using materials made from already discarded products so that
environment can be protected from huge burden of garbage.

3.Re-use: Some firms try to use the discarded bottles, containers and cans for packing
their products. This is essentially reusing current products for resale .Shipping cartons are
made up of recycled paper boards

.4.Re-buy: Besides recycling some firms request and propagate their customers to reuse
and refill packs to avoid discarding products altogether. This helps in protection of
ecological balance of our planet by reducing overall consumption. So, these are the
four marketing guidelines forgoing green that guarantee a secure atmosphere.

Green Marketing Challenges faced by Organisations:

1.New Concept: It is a new concept although Indian consumers are becoming more
aware about the whole concept but there are misconceptions about the idea. They
need to be educated about the holistic green concept and not misled by false tall claims by
firms using green marketing as a marketing gimmick. For the economy to develop
sustainably and the environment to be protected, businesses must employ more
environmentally friendly methods and materials

.3.Patience and Perseverance: The investors and firms need to perceive environment as
along would require more patience for the benefits to accrue as they will not be
instant. For sustainable growth and development, resource deployment must be planned over
a long period of time. However, it is crucial to prevent additional environmental
deterioration that our future generations might be beautiful for and not regret our efforts
.Positives of Green Marketing Strategy

1.Cost Effectiveness: As green marketing involves recycling of materials which become

cheaper to use, it is a cost-effective method. It leads to less utilization and reuse of
natural resources. Thus, protecting our environment from over exposure and exploitation

.2.StrategicImportance:withtheincreaseininternationaltrade,thereareincreasingpressuresonenvi
ronmentanditsconstituents,asaresult,manygovernmentsareimposing restrictions on goods and
packaging material to be environment friendly. For improving exports and balance of
payments, it has become an important strategic choice of many firms in order to compete in
international market.

3.Government Regulations: Increasing number of governments, have set up rules and

legislations for ecological balance and protection of natural environment. These rules Aims
safeguarding us from hazardous industrial waste and air, water and noise pollution. The
compliance of these standards and policies are an important cause of enhancing
importance of the concept.

4. Corporate Social Responsibility: The social awareness about our environment has
made it a significant element of CSR.

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 Every company wants to project an image of a consciousfirmwhichusesenvironment-
friendlyprocessesandtoolstoproduceecofriendlyproducts in the marketplace. Every CSR
report includes the efforts made by the firm regarding use of energy and modern
techniques of energy, water replenishment efforts like rain water harvesting, waste
management and recycling plants etc

Some of the cases of the companies that use Green Marketing :

STARBUCKS :

This green company is also known for buying 100% ethically sourced coffee and making
coffee the first globally sustainable agricultural product. Starbucks has also pledged to
provide 100 million healthy coffee trees to farmers whose plantations have suffered because
of disease and climate change. 

APPLE :

When thinking about environmentally responsible companies, tech giants such as Apple don’t
often pop into the mind.
However, the company based in Cupertino, CA focuses on three aspects of sustainability —
minimizing the impact on climate, preserving natural resources, and using safer materials in
its products and work environment.

As a part of that commitment, Apple has created several wind and solar farms that power
their data centres, retail stores, and corporate offices.
The corporation is also actively preserving materials through increased production efficiency,
renewable resources, and designing durable products that last longer. 

NIKE

Nike is an American multinational corporation that manufactures and sells footwear, apparel,
sports equipment, and accessories. Apart from showcasing the importance of green initiatives
through advertising, Nike is a leader in putting green ideas into practice.
Nike is aggressively pursuing their line of sustainable products that are made using
environmentally friendly materials like recycled polyester. They are also using renewable
energy sources in manufacturing.

Nike’s “Move to Zero” initiative is the company’s response to climate challenges. It includes

commitments like eliminating single-use plastics on Nike’s campuses and initiating dialogue
among the global design community through their Circular Design concept. 

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IKEA

Meanwhile, furniture retailer Ikea has committed to becoming climate positive by 2030. That
means Ikea will not just reach net-zero carbon emissions, but it will actually be removing
additional carbon dioxide from the atmosphere.
They have launched a ‘sustainable living at home’ products range after investing heavily in
wind turbines and solar panels throughout the world,” Tutt said. “By combining these two
things, they can help to position themselves as having green energy and sustainability at the
heart of their products.”

CHAPTER 2

LITERATURE REVIEW

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Papadas, K. K et al, (2019) Studied strategic green marketing effects on internal green
marketing orientation. It is found that there is insufficient focus on strategic green marketing
in different companies in United States and also reveals that moderating role of internal green
marketing action towards the development of sustainable green environment. Study
concluded that new strategies could be implemented to build on current literature drivers and
outcomes of sustainable green marketing.

Sharma, A. P. (2021) explored purchasing behaviour of consumer towards green products. It

is analysed personal factors affecting green purchase; green purchase; and green marketing
mix. Study analysed various concern for ecoenvironment, eco-labelling and perceived
usefulness have been identified as major influencers of green consumer behaviour. Further,
found that Lack of environmental knowledge, price, perceived associated risks,
organizational image, trust, and willingness to pay has been identified as barriers, creating a
gap between attitude and actual purchase behaviour of consumers towards green products

Tsai, P. H., et.al (2020) evaluated brand image effects on consumer’s purchase in green
marketing. Analysed evolution indicators and sub-indicators influence on network
relationship in green marketing. Study found that improve the tangible effects of their green
marketing strategies by stimulating consumer’s purchase intentions of the environmental
consumers in green marketing.

Cui, L. et.al (2020) explored coordination issues of the green agri-food supply chain under
background of farmer’s green farming and retailers green marketing. Study found that the
two-echelon green agri-food supply chain composed of a farmer and a retailer, a revenue
sharing contract was established that takes the cost of farmer’s green farming and retailer’s
green marketing into account. It is concluded that the revenue-sharing contract is beneficial to
not only increase the greening level, but also improve both the farmer’s profit and the
retailer’s profit in Agri- foods

(Supermarket News, 1992) Green distribution is about managing logistics to cut down on
transportation emissions, thereby in effect aiming at reducing the carbon footprint. For
example, instead of marketing an imported product to a country, it can be licensed for local
production. This avoids shipping of the product from far away, thus reducing shipping cost
and more importantly, the consequent carbon emission by the ships and other modes of
transport. An important part of the distribution process for green products is through retailers
who sell the goods to the end consumers. In many instances they share the responsibility of

14
the claims made by the manufacturers of green products. For this reason, it has been
suggested that retailers help verify the claims as an aid to the consumer.

(Rapport et al., 2010). Consumers' attitudes toward packaged goods have shifted
significantly in recent years, owing in large part to an increase in demand for goods that have
a lower environmental impact and that are produced using more environmentally friendly
methods of production. While the consumer-packaged goods (CPG) industry is still growing
at the top of the market, it has had to adapt to this change in consumer attitudes

(Skyler, 2018).As a result of the fact that nearly everyone uses consumer packaged goods on
a regular basis, the market for CPGs is massive and fiercely competitive. CPG (Consumer
Packaged Goods) establishments, such as supermarkets, drugstores, and mass merchandisers,
carry a diverse range of products ranging from food to cosmetics to cigarettes to beverages to
cleaning supplies and everything in between

CHAPTER 3

RESEARCH METHODOLOGY

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3.1 Title

”STUDY ON EFFECTINESS OF GREEM MARKETING AS MARKETING STRAGTEIES”

3.2 Title Justification

Green marketing refers to the process of promoting products or services that are
environmentally friendly or sustainable. The use of green marketing has several
benefits, including:

1. Meeting consumer demand: With increasing awareness of environmental

issues, consumers are more likely to choose products that are eco-friendly.
Green marketing helps companies meet this demand and attract environmentally
conscious consumers.

2. Creating a competitive advantage: Companies that adopt green marketing

practices can differentiate themselves from their competitors and create a
competitive advantage in the market.

3.Improving brand image: Green marketing can enhance a company's brand

image and reputation as a socially responsible and environmentally conscious
organization.

4.Complying with regulations: Many countries have regulations in place to

promote environmental sustainability. Green marketing can help companies
comply with these regulations and avoid penalties.

In addition to the benefits to companies, green marketing can also have positive
impacts on society as a whole. These include:

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1. Promoting environmental awareness: Green marketing can help raise
awareness about environmental issues and encourage individuals to adopt more
sustainable behaviors.

2. Encouraging sustainable practices: By promoting eco-friendly products and

services, green marketing can encourage individuals and businesses to adopt
more sustainable practices in their daily lives and operations.

3.Protecting natural resources: By promoting sustainable practices, green

marketing can help protect natural resources such as forests, water, and wildlife.

Aside from the environmental benefits, sustainability marketing is important because it helps
brands connect to increasingly environmentally and socially conscious consumers,
Aside from the environmental benefits, sustainability marketing is important because it helps
brands connect to increasingly environmentally and socially conscious consumers.
Sustainability is high on the customer’s internal value system, which they embrace with
higher brand loyalty and less price sensitivity.”

Because of these reasons mentioned above I wanted to study about the effectiveness of
green marketing ,and understand the concept from a deeper level and not just surface level
understanding .

3.3 Objective of study

1. To study the consumer buying motives in purchased of green products.
 2.To study the consumer perception about green products.
3. To study the various green strategies including green marketing mix used by the
companies

3.4 Research Methodology

Research

It is defined as the creation of new knowledge and/or the use of existing knowledge in a new
and creative way so as to generate new concepts, methodologies and understandings. This
could include synthesis and analysis of previous research to the extent that it leads to new and
creative outcomes.

Types of research

Exploratory Research

Exploratory research is used for the preliminary investigation of a subject that is not yet well
understood or sufficiently researched. It serves to establish a frame of reference and a
hypothesis from which an in-depth study can be developed that will enable conclusive results
to be generated.

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Because exploratory research is based on the study of little-studied phenomena, it relies less
on theory and more on the collection of data to identify patterns that explain these
phenomena.

For example, an investigation of the role social media in the perception of self-image.

Descriptive Research

The primary objective of descriptive research is to define the characteristics of a particular

phenomenon without necessarily investigating the causes that produce it.

In this type of research, the researcher must take particular care not to intervene in the
observed object or phenomenon, as its behaviour may change if an external factor is
involved.

For example, investigating how the public census of influential government officials differs
between urban and non-urban areas.

Explanatory Research

Explanatory research is the most common type of research method and is responsible for
establishing cause-and-effect relationships that allow generalisations to be extended to similar
realities. It is closely related to descriptive research, although it provides additional
information about the observed object and its interactions with the environment.

Quantitative Data

This type of data involves the collection and analysis of numerical data. It is often gathered
through surveys, experiments, or other types of structured data collection methods.
Quantitative data can be analyzed using statistical techniques to identify patterns or
relationships in the data.

Qualitative Data

This type of data is non-numerical and often involves the collection and analysis of words,
images, or sounds. It is often gathered through methods such as interviews, focus groups, or
observation. Qualitative data can be analyzed using techniques such as content analysis,
thematic analysis, or discourse analysis.

Primary Data

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This type of data is collected by the researcher directly from the source. It can include data
gathered through surveys, experiments, interviews, or observation. Primary data is often used
to answer specific research questions or to test hypotheses.

Secondary Data

This type of data is collected by someone other than the researcher. It can include data from
sources such as government reports, academic journals, or industry publications. Secondary
data is often used to supplement or support primary data or to provide context for a research
project.

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