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)
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
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.
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
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.
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
LIMITATIONS OF THE STUDY:
As the topic of research is wide so time is the main constraint in the
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.