Green Marketing Project Report

2949 Words Feb 19th, 2013 12 Pages
TABLE OF CONTENT Serial No. | Topic | Page No. | 1 | Acknowledgement | 1 | 2 | 1.Chapter 1: Introduction | 2 | 3 | Brief Description | 3 | 4 | Need of the Project | 4-9 | 5 | Literature Review | 10-12 | 6 | Objective of Study | 13 | 7 | Research Methodology | 14 | 8 | 2.Chapter 2: National and International scenario | 15-16 | 9 | 3.Chapter 3: Presentation, Analysis and Findings | 17-19 | 10 | 4.Chapter 4: Conclusion and recommendation | 20-21 | 11 | Bibliography | 22 | 12 | Annexure | 23-24 |

ACKNOWLEDGEMENT

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Appealing to this need can increase response rates to marketing executions and build brand loyalty. Page 4
Green marketing is very low on the agenda of most businesses and therefore its still an under-leveraged USP (Unique Selling Proposition). Effective green marketing targeted at the right audience will make a difference. There are basically five reasons for which a marketer should go for the adoption of green marketing.
They are:
1. Opportunities or competitive advantage As demands change, many firms see these changes as an opportunity to be exploited and have a competitive advantage over firms marketing non-environmentally responsible alternatives. Some examples of firms who have strived to come more environmentally responsible, in an attempt to better satisfy their consumer needs are:
• McDonald's replaced its clam shell packaging with waxed paper because of increased consumer concern relating to polystyrene production and Ozone depletion.
• The Surf Excel detergent which saves water (advertised with the message—"do bucket paani roz bachana). Page 5
• The energy-saving LG consumer‘s durables are examples of green marketing.
• Xerox introduced a "high quality" recycled photocopier paper in an attempt to satisfy the demands of firms for less

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