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about the green marketing that what are the opportunity and challenges of green marketing in india

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  1. 1. DISSERTATION TOPIC On OPPORTUNITY AND CHALLENGES OF GREEN MARKETING IN INDIA Submitted in partial fulfillment of the requirement for the award of Post Graduate Diploma in Management (PGDM) SESSION: 2012-2014 Submitted to: Submitted by: Mr. Amitabh pandey Prashant Kumar Singh Coordinator (MBA) & Reader Roll No: Pg /18/051 Sms Varanasi Sms Varanasi SCHOOL OF MANAGEMENT SCIENCES VARANASI
  2. 2. INTRODUCTION , Green Marketing is the marketing of products that are presumed to be environmentally safe. Thus green marketing incorporates broad range of activities, including 1. Product modification, 2. Changes to the production process, 3. Packaging changes, as well as 4. Modifying advertising. Green Marketing Refers to the process of selling products and/or services based on their environmental benefits. Such a product or service may be environmentally friendly in it or produced and/or packaged in an environmentally friendly way. As per Mr. J. Polanski, Green Marketing can be defined as, "All activities designed to generate and facilitate any exchange intended to satisfy human needs or wants such that satisfying of these needs and wants occur with minimal detrimental input on the national environment."Green Marketing involves developing and promoting products and services that satisfy customers want and need for Quality, Performance, Affordable Pricing and Convenience without having a detrimental input on the environment. Goals of Green Marketing:  Eliminate the concept of waste  Reinvent the concept of product  Make prices reflect actual and environmental costs  Make environmentalism profitable  Bringing out product modifications  Changing in production processes  Packaging changes
  3. 3. OBJECTIVES  To know the benefits and opportunities of green marketing strategy.  To study the challenges in green marketing.  To study the green marketing strategies of Indian companies.  To understand the marketing mix of Green Marketing.
  4. 4. Research methodology RESEARCH DESIGN: Descriptive Research Design Descriptive research Design is used in this research. It includes survey and fact finding inquiries of different kinds. The major purpose of descriptive research is description of the state of the affairs, as it exists at present. DATA COLLECTION: Secondary Data Secondary data has been obtained through websites, books, and online magazines and journals.
  5. 5. LIMITATIONS OF THE STUDY:  As the topic of research is wide so time is the main constraint in the research.  Green marketing can lead to misleading activities and may breach any of the regulations or laws dealing with environmental marketing.  Green marketing is expensive in terms of technology and products for which consumers are not willing to pay a premium  Time and money are one of the major constraints of any research activity and this is also attributed with this research.