This document provides an overview of green marketing initiatives in India. It begins with introducing green marketing as efforts to design, promote, and distribute products that do not harm the environment. It then discusses the benefits of green marketing, including achieving business objectives, moral obligations, and reducing costs. Five simple rules of green marketing are also outlined. The document continues by stating the objective is to assess the need for and implications of green marketing in India. It evaluates initiatives taken by Indian companies and discusses challenges in fully adopting green marketing.

1. GREEN MARKETING INITIATIVES IN INDIA:
AN OVERVIEW

2. Abstract
Introduction
Why green marketing? & benefit of green marketing
Greenhouse gas reduction market
Five simple rules of green marketing
Objective
Research methodology
Need for green marketing
Problems with application of green marketing concept
Eight keys to successful green marketing
Green initiatives taken by some companies in india
Challenges ahead
Conclusion
Bibliography
FLOW OF PRESENTATION

3. INTRODUCTION
Green marketing alternatively known as Environmental marketing and Sustainable
marketing refers to an Organization's efforts at designing, promoting, pricing and
distributing products that will not harm the Environment (Pride and Ferrell, 1993).
Maintaining ecological balance is a major issue confronting the corporate world
today. Damage done to the environment has already crossed the threshold and
reached alarming limits. Non replenishable natural resources are getting depleted at
a rapid pace. Generation of waste, including biodegradable pollutants is increasing
enormously.

4. BENEFIT OF GREEN MARKETING
1. Organizations perceive environmental marketing to be an opportunity that can be
used to achieve its objectives.
2. Organizations believe they have a moral obligation to be more socially
responsible. Governmental bodies are forcing firms to become more responsible.
3. Competitors' environmental activities pressure firms to change their environmental
marketing activities.
4. Cost factors associated with waste disposal, or reductions in material usage forces
firms to modify their behavior.

5. Five simple rules of green marketing
1. Know your customer
2.Empower consumers
3. Be transparent
4. Reassure the buyer
5. Consider your pricing

6. OBJECTIVE
This purpose of this study is to assess the need and implication of green marketing
and also to evaluate the initiatives taken by the Indian companies and concern for
green marketing in their core business values.

7. RESEARCH METHODOLOGY
The present study is descriptive in nature to provide a clear guidance for descriptive
research. For this purpose secondary data were collected. The secondary data were
collected through newspapers, magazines, books, journals, conference proceedings,
Government reports and websites.

8. NEED FOR GREEN MARKETING
Social responsibility
Governmental Pressure
Competitive Pressure
Cost or Profit Issues

9. PROBLEMS WITH APPLICATION OF GREEN MARKETING CONCEPT
Green Revolving
Green Selling
Green Harvesting
Enviropreneur Marketing
Compliance Marketing
Green Washing

10. KEYS TO SUCCESSFUL GREEN MARKETING
 being genuine means that
(a) that you are actually doing what you claim to be doing in your green
marketing campaign and
(b) that the rest of your business policies are consistent with whatever you are
doing that’s environmentally friendly.
 Educating your customers isn’t just a matter of letting people know whatever
you’re doing to protect the environment; but also a matter of letting them
know why it matters.
 Giving your customers an opportunity to participate means personalizing the
benefits of your environmentally friendly actions, normally through letting the
customer take part in positive environmental action.

11. GREEN INITIATIVES TAKEN BY SOME COMPANIES
IN INDIA
Honda
HCL
IBM
Idea Cellular
IndusInd Bank
ITC
Maruti
Nokia
Oil and Natural Gas Corporation Ltd
Reva,
Samsung,
Suzlon Energy manufactures
Tamilnadu Newsprint and Papers Limited (TNPL)
Wipro Infotech

12. FIVE INDIAN COMPANIES IN GLOBAL LIST OF
GREEN FIRMS

13. CHALLENGES AHEAD
• Green products require renewable and recyclable material, which is costly.
• Requires a technology, which requires huge investment in Research &
Development.
• 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.

14. SOME REFERENCES
1. American Marketing Association. (2011, August 11). Dictionary. Retrieved August 11,
2011, from marketing power.
2. Antonio C, Sergio R, Francisco MJ. Characteristics of Research on Green Marketing.
Business Strategy and the Environment 2009; 18: 223-239.
3. Carroll AB. Three-dimensional conceptual model of corporate performance. Academy
of Management review 1979; 4: 497-505.
4. Keller GM. Industry and the Environment: Toward a New Philosophy. Vital Speeches
1987; 54(7): 154-157.