Green Marketing for Sustainability

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

Customer is Queen

Indian women has elbowed her way into yet another male domain-purchasing .The present day women is not an easy target for marketers, as beside being value conscious and price sensitive , she is sharp ,educated and thinks before making up her mind .Marketers have learnt that women (working and non working ) are more influenced by advertisement, studies product carefully and make informed choice. A woman as compared to men are influential in task such as information search but prefers to be in comfort zone this makes them tougher to change their buying habits. Research suggests that men look for label and brands, women look for style, specific features and quality. They are more confident purchaser and are consulted by their male counterparts more often. Most even take the final call of purchase be it automobiles, white goods or home improvement. Consumer researchers are interested in women’s multiple roles, time pressure and changing family structures basing on which they can formulate effective marketing and communication programs to reach them. The ad industry also faces a key challenge as advertiser can no longer have single generic advertisement that runs across all categories because women are keeping their eyes open and making sure that information about the financial and technical product is impeccable.

Many women do mirror the lifestyles of their male counterparts, especially as they take on androgynous roles in the workforce and social activities. Acknowledging the changed equation, Electrolux brought out a range called “affirmation of self” a premium brand for new, affluent multitasking women. Lifestyle changes, an obvious off-shoot of better earnings and for a fashion alert society ensures that there is assured market for women’s product .When it comes to residential and family matter , it is always the women who dictates the choice and 80 percent of the housing choice are made by them .This is so because apart from being quality conscious and comfort loving they are assertive about their needs and also has flexible income to splurge .It is not financially independent women who are splurging on shopping during weekends ,but homemakers too ,who throng the malls on weekends .Manufacturers too are ensuring that women –specific products and services should be designed to woo the financially independent and discerning target. Idea Cellular had launched the first ever Women’s Card because they understood the need gaps of women and offered value adds such as tips on beauty, fashion, health and safety alerts .On other hand, Cox &King provides women traveling in groups into hotels with women –only floors and provide them with an experienced woman guide .
Women have inimitable criteria for buying and sellers just can ignore them as “Customer is Queen” is the new marketing mantra.

Contributed by: Prof. Sapna Parashar