Corporates are today focusing on economic, social and ecological responsibility and consumers on other hand are becoming more conscious of the natural environment .In order to address the concerns of the consumers, businesses are modifying their practices by promoting environmentally safe or beneficial products which has led to the emergence of green marketing .The green products are introduced that are less damaging to the environment. Thus, for the business world –wide ecological marketing and its applications in practice have become a competitive prerogative that guides the behavior of the entire organization. Green brands are that which offer significant eco-advantage over the incumbents and which appeal to those who are willing to make green a priority. Studies have found that 8-10 percent of people are up for dark green lifestyle like composing and micro-generation ; 20-40 percent of people are for light green changes e.g., smaller cars ,fewer flights and 60-80 percent of people are up for non-brainers ,such as turning down thermostats to save energy and at the same time heating bills.
Positioning a brand as “green brand” entails an active communication and differentiation of the brand from its competitors through its environmentally sound attributes. Ecologically sustainable products will not be commercially successful if green brand attributes are not successfully communicated. Green positioning strategies can be based on relevant environmental advantage of the product compared to competing conventional product and may be referred to as production process, product use and /or product elimination. Functional positioning strategies can aim to build brand association by delivering information on environmentally sound product attributes .However, in most of the cases the consumers will experience the functional benefits only in case of generalized environmentally sound consumer behavior but such strategies can easily be imitated as they assume rational buying decision and may reduce the flexibility of brand differentiation.
The green building movement, spearheaded by the Confederation of Indian industry (CII) - Godrej Green business Center, has gained tremendous impetus over the last few years. F Even the ongoing global financial crisis is unlikely to prove a deterrent to this growing green agenda, with clean technology being viewed as the vehicle of growth in 2009. In today’s scenario Indian companies have an array of green computing alternatives to choose from, with large IT vendors including Intel, EMC, IBM and Microsoft, offering more energy-efficient and environment-friendly products. Intel recently unleashed the Atom processor built for low-power mobile Internet devices, as well as its second-generation quad-core Xeon processor 5400 designed to offer greater energy efficiency and the multitasking performance necessary to maximize virtualization efforts.
Thus, as there is growing awareness among the consumers all over the world regarding protection of the environment in which they live, people do want to bequeath a clean earth to their offspring and the market needs to operate within a society in which sustainability is more than adopted as a public policy goals , but actively pursued through policy implementation.
Contributed by: Dr. Sapna Parashar
1 comment:
In a time where we students are focused on increasing revenues and building organizations, I'm glad to see this article posted by none other than a teacher who reminds us that we need to consider the environment as well when discharging our routine duties at the workplace. After all, where would we be living if the environment itself got worse ?
Thanks to Dr. Sapna Parashar for bringing this topic into the limelight !
With the increasing problems that we face when saving our Mother Earth from getting defaced, this is clearly one area that has got the potential to communicate the "GREEN" message effectively across the globe.
As for my contribution, for lots of good reasons, I can say that Toyota’s Prius is likely the most successful “green” product in the U.S. First, it provides consumers with all they seek in a sedan and more attractive styling, fuel efficiency, the ability to drive for an unlimited amount of miles only stopping for fill-ups (versus, for instance, having to stop for a 12-hour recharge if the engine was only electric) and because of the hybrid engine, a quiet ride considering that the car doesn’t idle at stoplights. The car’s dashboard comes with an unusual feature: a screen that lets the driver know which of the two engines is in use and how much fuel efficiency is being had at any given moment; some reports suggest that Prius owners try to beat their previous record each time they drive!
When the car was introduced, ads focused on superior performance evidenced in a quiet ride and supplemental ads touted its environmental bonafides. With energy prices on the rise, the Prius is now being marketed for its superior fuel efficiency, and a PR machine fuels efforts to link the car to environmentally conscious celebrities and causes. Some owners, it is reported even buy the car for what is being called “Conspicuous Conservation” — letting all know that they are environmentally astute.
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