I. PRODUCT DIFFERENTIATION
Organizations are putting continuous efforts to differentiate their products and services using green marketing practice. In a wide range of markets including retailing etc companies have used eco performance to differentiate and to compete. Products with poor eco performance can become targets for new substitution, as a result of this many organizations are coming up with greener ideas to differentiate their products from competitors.
CONSUMER VALUE POSITIONING- organizations can design environmental products to perform as well as provide alternatives. In addition to this promoting and delivering the consumer desired value of environmental products and target relevant consumer market segments can help the organization to differentiate.
CALIBERATION OF CONSUMER KNOWLEDGE-Educates customers with marketing messages that connect environmental product attributes with desired consumer value.
II. DESIGNING BIO-DEGRADABLE PACKAGING
It is seen that promotion of green products strongly influences the consumers buying decisions. It is one of the most important factors of product attractiveness. Thus it has been indicated that bio-degradable packaging will affect in a strong and moderate way respectively on their buying decisions.
As a marketing strategy the companies should modify the product packaging by using only the recycle as well as handmade paper in packaging. Instead of being more mechanized the companies must find creative ways reusing the waste products which are harmful to the environment. Manufacturing companies which are using plastic for packaging should meet certain standardization. For example Bisleri plastic bottles or the water bottles can last only for 15 days and after that it generates certain chemicals which are harmful and there is no
reusability of this kind of plastic. Companies should modify these kinds of packaging styles and find out some innovative ways to recycle it.
III. PRODUCT STRATEGY
In this strategy marketers can identify customer’s environmental needs and develop products to address this issue, produce more environmentally responsible packages and insure that products meet or exceed the quality expectation of customers. In addition to that marketer can charge higher price with highlighting eco-friendliness of the products.
IV. DISTRIBUTION STRATEGY
In case of this strategy obtaining dealer support to green marketing practice is essential. The location must differentiate from competitors and it can be achieved by in-store promotions and displays by using recycle materials to emphasize the environmental and other benefits.
Even though distribution has no big involvement in green marketing, few consumers are willing to get the services from places and distribution channels which are not cause to environmental pollution.
V. LIFE-CYCLE ANALYSIS
Brands which aspire to be sustainable must ―get their house in order‖ before they start planning any green marketing initiatives. The best brands are performing life cycle analysis- complex assessments which provide critical data
on social, environmental and economic impact of products through the supply chain production process and after the purchase. Life cycle analysis tells a brand just how far it needs to go before it claims to be sustainable.
VI. INCENTIVES AND STRUCTURAL FACTORS
Commercialization programs and incentives help get new technologies
introduced examples include fleet programs to cultivate strategic niche markets and by providing financial incentives such as the advanced vehicle tax credit proposal in case of green vehicle purchase. Consumers can be motivated by incentives and awards to:
Curtail – Reduce the impact on the environment by modifying extant living patterns.
Maintain – Keep equipment in good working order.
Be efficient – Undertake structural changes such as buying environmental friendly equipment.
RESEARCH
METHODOLOGY
The aim of this study is to investigate immense opportunities and associated challenges in Green Marketing. Green marketing is still in its infancy and a lot of research is to be done on green marketing to fully explore its potential.
Marketing Green means having a vision and a plan and taking (cautious) action.
As more companies look to promote their environmentally savvy practices, it's a good idea to pause for a moment and consider what companies are marketing when promoting organization as green or sustainable.
RESEARCH OBJECTIVE:
• Primary Objectives:
1.To know the benefits and opportunities of green marketing strategy 2.To study the challenges in green marketing.
• Secondary Objectives:
1.To check the awareness about eco-friendly products of the peoples and make them aware.
2.To know the strategy being a green is either helpful or not.
RESEARCH HYPOTHESIS:
A tentative insight into the natural world, a concept that is not yet verified but that if true would explain certain facts or phenomena. The hypothesis to be tested in this study is:
―There are sufficient opportunities for green marketing and green products in gurgaon.‖
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:
There are two sources through which data is collected.
Primary Data:Primary data has been collected mainly through structured questionnaire.
The questions were designed in an easily understandable manner that the respondents may
not have any difficulty in answering them.
Secondary Data:Secondary data has been obtained through websites, books, and online magazines and journals.
SAMPLING DESIGN
a. Sampling technique Simple Random Sampling
b. Sample size 100
c. Sampling area Gurgaon
LIMITATIONS OF THE STUDY:
1)As the topic of research is wide so time is the main constraint in the research.
2) Target audience is also another limitation as the people had less awareness about green marketing.
3)Some respondents were not interested in giving answer and they appeared to be busy and bored at the very sound question.
4)The research is confined to a certain parts only and does not necessarily show a pattern applicable to all of Country.
5)In a rapidly changing environment, analysis on one day or in one segment can change very quickly. The environmental changes are vital to be considered in order to assimilate the findings.
6)Time and money are one of the major constraints of any research activity and this is also attributed with research.