AMITY INTERNATIONAL BUSINESS SCHOOLDISSERTATION REPORT ON GREEN MARKETING INITIATIVES BY THE COMPANY IN HEALTH CARE SECTOR. Synopsis Green Marketing Initiatives by the company in Health Care Sector.Submitted To: Submitted By:Ms. Alka Maurya Atul UpadhyayaFaculty Guide A1802011228 Section-A M.B.A-(IB& Marketing)-2011-13
INTRODUCTIONAccording to the American Marketing Association, green marketing is the marketing of products that arepresumed to be environmentally safe. Thus green marketing incorporates a broad range of activities,including product modification, changes to the production process, packaging changes, as well asmodifying advertising. Yet defining green marketing is not a simple task where several meaningsintersect and contradict each other; an example of this will be the existence of varying social,environmental and retail definitions attached to this term. Other similar terms used are EnvironmentalMarketing and Ecological Marketing.The first wave of Green Marketing occurred in the 1980s. Corporate Social Responsibility (CSR) Reportsstarted with the ice cream seller Ben & Jerrys where the financial report was supplemented by a greaterview on the companys environmental impact.In 1987 a document prepared by the World Commission on Environment and Development definedsustainable development as meeting "the needs of the present without compromising the ability offuture generations to meet their own need", this became known as the Brundtland Report and wasanother step towards widespread thinking on sustainability in everyday activity.Two tangible milestones for wave of green marketing came in the form of published books, both ofwhich were called Green Marketing. They were by Ken Peattie (1992) in the United Kingdom and byJacquelyn Ottman (1993) in the United States of America.In the years after 2000 a second wave of Green marketing emerged. By now CSR and the Triple BottomLine (TBL) were widespread. Such publications as a 2005 United Nations Report, then in 2006 a book byAl Gore and the UK Stern Report brought scientific-environmental arguments to a wide public in an easyto understand way.
OBJECTIVES: To examine the need and significance of green marketing. To understand the level of awareness regarding green marketing among consumers. Awareness of green practices among Indian hospitals. Reasons for adopting green practices by Indian Hospitals. Specific green initiatives implemented in last 2 years or plan to implement in next 2 years in the areas of Energy, Water, Waste and Cleaning. The economic savings achieved in these areas due to implementation of green practices.
Research MethodologyResearch Methodology is a way to systematically solve the research problem. It may be understood as ascience of studying how research is done scientifically. The major steps involved in research process are: Formulating the Research Problem Choice of Research Design Sources of Data Processing and analyzing the dataFormulating the Research Problem: The problem well defined is half solved. The formulation of a general topic into a specific research problem constitutes the first step of specific enquiry. Unit of analysis: Consumers between age group of 25 to 30 yrs. Characteristics of Interest: Awareness of Green Marketing.Choice of Research Design: Every project requires an action plan and method for conducting a study. This dissertation project is more prone to single cross-sectional descriptive research design. Consumer Awareness towards GreenMarketingSources of Data:The data presented are both primary data and secondary data.Primary Data:The primary data are those which are collected afresh and for thefirst time, and thus happen to beoriginal in character. I would collect primary data during the course of doing experiments inanexperimental research but in case I do research of the descriptivetype and performs surveys. Here thePrimary data will becollected by means of preparing a questionnaire and getting it filled by a largesample space. These questionnaires will help in drawingconclusions about the case.
Secondary Data:Secondarydata may either be published data or unpublished data and usually data would be taken fromInternet & magazines.Processing and analyzing the data:The data analysis has been done in correct form. Usage of currentinformation & graph is made in theproject so as to make it easier &appropriate to understand.
Critical Review of Literature:It is a cause of great concern that hospitals are one of the highest energy-intensive buildings, consumingenergy almost twice as much as commercial office buildings. Critical areas like operation theaters,intensive care units, diagnostics department are big energy guzzlers. Operating 24/7, around the year,with 100 percent backup, multiplies the problem even more. With technology entering hospitals alongwith the dependence on medical equipment (Evidence Based Medicine) the requirement of energy inhealthcare is spiraling out of control, having a direct effect on the costs of care.There is a need to transform healthcare infrastructure from the existing standard practice to a zeroenergy, toxic free, zero waste, water balanced solutions with increased focus on natural lighting,reducing energy demand. We need rainwater harvesting. Water from showers and lavatories can beprocessed for use in flushing toilets. Other clean water strategy involves converting sewage from thehospital into energy using high anaerobic digesters. This compost system will create Bio Natural Gas(BNG) which can be used to power the hospital systems. Water efficient toilets and lavatories can beused throughout the facility and solar panels can provide hot water. Some of these are becomingmandatory.The American Society of Healthcare Engineering (ASHE) framed green building initiatives in 2002 tosafeguard health of a buildings occupants, health of the neighborhood and health of the larger globalcommunity as well as conservation of natural resources. With the introduction of the green guide forhealth care and the US Green Building Council’s voluntary Leadership in Energy and EnvironmentalDesign program (LEED) most of those who have got themselves certified have reported energy demandreductions from 15 to 30 percent.As per the Government of India notification, it has become mandatory for all construction projectsexceeding 20,000 sq. mtr built up area to obtain Environment Clearance (EC) from respective StateEnvironment Impact Assessment Authority (SEIAA) prior to starting any construction. Growingenvironmental awareness and concern demands concentrated efforts in contributing to environmentalpreservation.The first step in green hospital designing process is to lay down clear environmental goals. It isimportant to set specific measurable goals for energy efficiency, water conservation, rain waterharvesting, material and resource management and construction waste management. Indian GreenBuilding Council (IGBC) and LEED green building rating system help to review the requirements and insetting goals and targeting elements of LEED, which are to be achieved and in laying down the criteria tomeet these. . TERI has also developed a tool called “GRIHA” (Green Rating for Integrated HabitatAssessment) for measuring and rating a building’s environmental performance in the context of India’svaried climate and building practices. This tool, by its qualitative and quantitative assessment criteria,can be used to rate a building on the degree of its greenness.Simply put, constructing a green building is creating interrelationships between the building site, sitefeatures, the path of the sun, and the location and orientation of the building as well as placingwindows, external shading devices and optimization of natural lighting and ventilation of the building
with courtyards. There is a distinct advantage in a shallow (European) over the deep floor plate (US)design.The Rockland Case StudyRockland Hospital made a firm commitment to adopt a green approach in all its projects. Our hospital atIMT Manesar was planned ‘green’. Particular attention was given to water supply, sewage collection anddisposal, solid waste generation and disposal, power system, landscaping and green belt development.A baseline study was done of the region to establish existing environmental status of the area includingtopography, drainage pattern, water environment, geology, climate, transport system, land use, floraand fauna, socio-economic and human resources and health.An Environmental Impact Assessment (EIA) was also conducted and inferences drawn from thisassessment highlighted the areas of concern, which needed to be addressed. Last, for mitigation andcontrol measures an Environmental Management Plan (EMP) was developed for the proposed Hospital.The environmental impact during the construction phase is mostly short-term, restricted to the site areaand not envisaged on a larger scale. In the operational phase environmental impacts are due to thecontinuous working of the project. Hence, the emphasis in the EMP is to minimize such impacts. Tomitigate the impact during operation stage diesel generator set emission control measures like 37 mts-high stacks are provided. A green belt is being developed on the periphery of the hospital and along theinternal road to act as a barrier to pollutants. Only low sulphur diesel will be used as clean fuel.The EMP for water environment and water source development has been developed by the installationof six scientifically designed rain water harvesting pits around the hospital. This will recharge groundwater resources. Consumption of fresh water will be minimized by installing water-efficient plumbingfixtures like ultra flow toilets and urinals, low flow sinks. Drip irrigation system has been adopted for thelawns and green areas. This in itself can save 15-40 percent of water. Total waste water generated in thehospital will be treated in its 180 KLD sewage treatment plant by primary, secondary and tertiarytreatments. This treated water will be recycled and utilised for gardening, cooling of DG set and flushing.There will be zero discharge of sewage from the hospital.The hospital will use energy efficient lighting and ventilation. The building orientation is energy efficient,with the towers facing directions where minimum heat is gained. The basic design shuts out excess heatwith roof overhangs, trees and landscaping. The hospital is designed with shallow floor plates with anatrium in the middle permitting maximum natural light and air into the buildings.Solar powered lighting is planned for open spaces and for hot water supply to the kitchen. Use of CFL isplanned in the basement and common areas. The DG sets shall be controlled to optimise their usagebased on the actual load requirements.The hospital has been awarded the Gold Grading by the Government of Haryana for its commitmenttowards conservation of the environment and a making a green building. Environmental issues are thebiggest concerns of our time. Creating a green structure is an effective step for managing environmentalsustainability. Delivering high quality healthcare need not be so energy intensive. Hospitals can become
trend setters by building and operating energy efficient buildings. And we can proclaim our commitmentto promote health without damaging ecosystems. By creating and adopting green building standardshospitals and healthcare providers can make a clear and bold statement that they really care!
Benefits of Green Marketing:Companies that develop new and improved products and services with environment inputs in mind givethemselves access to new markets, increase their profit sustainability, and enjoy a competitiveadvantage over the companies which are not concerned for the environment.Adoption of Green Marketing:There are basically five reasons for which a marketer should go for the adoption of green marketing.They are - Opportunities or competitive advantage Corporate social responsibilities (CSR) Government pressure Competitive pressure Cost or profit issuesGreen Marketing MixEvery company has its own favorite marketing mix. Some have 4 Ps and some have 7 Ps of marketingmix. The 4 Ps of green marketing are that of a conventional marketing but the challenge beforemarketers is to use 4 Ps in an innovative manner.ProductThe ecological objectives in planning products are to reduce resource consumption and pollution and toincrease conservation of scarce resources (Keller man, 1978).PricePrice is a critical and important factor of green marketing mix. Most consumers will only be prepared topay additional value if there is a perception of extra product value. This value may be improvedperformance, function, design, visual appeal, or taste. Green marketing should take all these facts intoconsideration while charging a premium price.PromotionThere are three types of green advertising: - Ads that address a relationship between a product/service and the biophysical environment. Those that promote a green lifestyle by highlighting a product or service. Ads that present a corporate image of environmental responsibility.
Place:The choice of where and when to make a product available will have significant impact on thecustomers. Very few customers will go out of their way to buy green products.Challenges Ahead: Green products require renewable and recyclable material, which is costly Requires a technology, which requires huge investment in R & D Water treatment technology, which is too costly Majority of the people are not aware of green products and their uses Majority of the consumers are not willing to pay a premium for green products
Examples of Green marketing initiatives by MNCs:Among possible areas for “green” interventions in the Operating Room of St. John Hospital & MedicalResearch, Detroitare : Single-Use Device (SUD) Reprocessing Reusable vs. Disposables: Gowns, Surgical Drapes, Basins and other Reusables. Operating Room Kit Formulation Waste Anesthetic Gas Scavenging Systems Fluid Waste Management Systems Energy Use/Lighting & Thermal Comfort Regulated Medical Waste (RMW) Minimization/Segregation Substitution of Reusable Hard Cases for Blue Sterile Wrap Recycling of Medical Plastics Laser Safety/ Smoke Evacuation Green Cleaning/Proper Disinfection in a Surgical Setting Medical Equipment and Supplies DonationGreen Initiatives by Indian Hospitals. Initiatives by Indian Hospitals Hospitals worldwide are adopting measures to reduce their carbon footprints. Hospitals have realized the importance of “green operations”, leaving positive impact on surroundings. More healthcare organizations are finding tangible ways to reap savings from green operations. Hospitals present both a challenge and opportunity in the development and implementation of green practices. Issues such as 24/7 operations, energy and water use intensity, chemical use, infection control requirements and formidable regulatory requirements pose significant opportunities to the implementation of green protocols. India, being the 2nd most populous country in the world has scores of healthcare facilities. It’s imperative that Indian hospitals should extract the benefits of green practices, both economic and environmental. I have done research that the hospitals are adopting greener practices into four core areas of operations—energy, water, waste and cleaning and are achieving tangible benefits. Yet it is clear that return on investment is being found more often.