Green Marketing

GREEN MARKETING
ENVIRONMENT FRIENDLY- MYTH OR A REALITY-
A CASE STUDY
Project report submitted in partial fulfillment of the requirements for the

award of the Degree of
MASTER OF BUSINESS ADMINISTRATION

of
BENGALURU CENTRAL UNIVERSITY
By
Ben Babu
MB184836
Under the guidance of
CHANDRAKALA T M
ASST.PROFESSOR
REVA INSTITUTE OF SCIENCE AND MANAGEMENT

Bangalore Central University
2019–2020
TABLE OF CONTENT
Chapter No. Name Page No.
I INTRODUCTION
1.1 Introduction of the 04

topic
1.1(a) Green Marketing 06
1.1(b) Definition 06
1.1(c) Evolution 11
1.1(d) Green Companies 11
1.1(e) Characteristics of 13
Green Companies
1.1(f) Motivation to be 13
Green
1.1(g) Reason for 14

Company Venturing to
Green Marketing
1.1(h) Benefits of Green 15

Marketing
1.1(i)Key of Successful 15
Green Marketing
1.1(j)Effects of Green 15
Marketing
1.1(k) Advantages 16
1.1(l) Getting Success 17
1.1(m) Disadvantages 17
1.2 Importance 18
1.3 Statement of the 19

Problem
1.4 Needs for Green 20

Marketing
II RESEARCH
METHODOLOGY
2.1 Objective of the 24

study
2.2 Methodology 24
2.2(a) Secondary Data 24
2.2(b) Method of 24
Analysis
2.3 Data Collection Tool 24
2.4 Limitations 25
III SWOC OF GREEN

MARKETING
3.1 Strengths 27
3.2 Weakness 27
3.3 Opportunities 28
3.4 Challenges 28
IV OUTCOME OF THE
STUDY
CASE STUDY OF SBI
4.1 Introduction 31
4.2 Operations 32
4.3 Domestic Presence 32
4.4 SBI Goes Green 32
4.5 Future Scope 34

/Challenges
4.6 Recommendations 35
4.7 Suggestions 35
V EXPERIENCE AND
LEARNING
5.1 Experience of the 37

Study
5.2 Learning Outcome 37
5.3 Conclusion 37
CHAPTER 1
INTRODUCTION
Green Marketing : Environment Friendly - Myth or a Reality -A Case Study
1.1 Introduction
The Industrial revolution led to rapid urbanization and accordingly there was swift devastation and
pollution of the natural environment. This led to change in consumer expectations to rise and businesses
were required to constantly manufacture new products in order to meet infinite consumer demands. This
resulted in the rapid exhaustion of non-renewable resources and environmental pollution, during and after
the manufacturing process. All of these issues led to consumer kindliness to the environment and
compelled them to take part in Green Marketing Activities.
In this scope, regulars started to give right of way to environment –friendly products. Green advertising
includes creating and advancing items and administrations that fulfill prerequisites of clients needs and
requirement for Quality, Presentation, Affordable Pricing and Handiness without having an imminent
contribution on the earth It is important to understand the basic of Green Marketing so it leads to benefits
such as :
• Business should not give consumers reason to doubt their green marketing credibility.
• Balance basic consumer needs with environmental issues.
• On the basis of performance and price of the product.
Conventional promotion involves selling commodities and services that satisfy consumer needs at
affordable prices but green marketing has the additional challenge of defining ‘what is green’ and
developing and selling products that the consumer will like.
Green marketing also known as ecological marketing involves a range of activities including product
modifications
alteration changes in production process, changes and in packaging as well as modifying
advertising. As defined by Tapan K. Panda “Green or Environmental Marketing consists of all activities
designed to generate and facilitate any exchange intended to satisfy human needs or wants such that the
satisfaction of these needs and wants occurs with minimal detrimental impact on natural environment”.
It is imperative that when talk and think about green products; to be really ‘green’ they should claim that
they are ‘less environmentally harmful’ rather than environmentally friendly. Consequently ecological
showcasing should take a gander at limiting natural effects. Earth benevolent items offset ecological
similarity with execution, moderateness and comfort. They are typically durable, recyclable, non-toxic
and should be made out of materials which are either decomposable or recyclable. These products should
have minimum packaging and embody low environmental energy impact.
REVA INSTITUTE OF SCIENCE AND MANAGEMENT Page 1

The resources on this earth are limited and human wants are unlimited. Along these lines it is significant
for the advertisers to use assets productively without waste just as to accomplish the destinations of the
association. There is a developing enthusiasm among the shoppers everywhere throughout the world with
respect to security of condition.
Universal data indicates that people are concerned about the environment and are accordingly modifying
their behaviour. Green marketing has emerged as a result of this and it speaks of a growing market for
sustainable and socially responsible products and services.
As debates about how to cope with collision of human doings on environment continue in occupied force,
such as global warming talks that dominate political circles, business have entered the‘ green market’.
Firms commonly give customers eco-items or embrace green practices, and a few firms at the same time
offer eco-or green items while focusing on eco-creation and additionally eco magnanimity. . Green
business strategies have appeared in a wide range of industries and address a wide range of eco issues.
Firms in market economies make their production and marketing decisions based on many factors,
including government regulations and consumers, which are primary forces shaping consumer products
industry. Consumer preferences regarding eco-friendly products and government regulation provide
incentives for incorporating environmental and other green objectives in the firm’s profit maximisation
decision. A few firms are proactive as for greening of their items while for certain organizations eco-
accommodating practices are a bye-result of cast minimization procedure.
There is very little data available on the consumer base in India or the willingness and ability of the
consumer to pay extra for green products. Green promoting is a developing showcasing methodology that
joins wide scope of exercises; it very well may be seen both as a sort of advertising and an advertising
theory. As a sort of promoting it resembles mechanical or administration advertising and is worried about
showcasing of a particular sort of item, for example green item (counting green merchandise, for
example, eco-friendly vehicles or reused items just as green thoughts, for example, "spare oil" or "ration
characteristic natural surroundings"). As a way of thinking, green advertising runs parallel to the cultural
promoting idea and that consider the biological interests of the general public in general. It is a piece of
Corporate Social Responsibility (CSR).
Green advertising idea rises up out of cultural showcasing (Kotler, 1999). The impact of the green buyer
will develop as natural mindfulness among purchasers spreads and upgrades are made to the ecological
data accessible through eco-naming plans, customer gatherings and shopper guides (Peattie, 1995). An
assortment of writing talks about green advertising and focuses on the connection between client's frames
of mind and ecological methodologies in connection to the company's utilization of promoting. A large

portion of such examinations on green way of thinking and green showcasing are done in created nations
yet such examinations in any case, remain obviously missing with regards to creating economies like
India.
Green Marketing -To gain familiarity with the Phenomenon
1.1(a) Green Marketing:
"Green Marketing refers to the process of selling products and /or services based on their environmental
benefits. Such a product or service may be environmentally friendly way".
1.1(b) Definition:
"According to American Marketing Association",
" “Green Marketing” is the marketing of
products that are presumed to be environmentally safe. Thus green marketing incorporates a broad range
of activities, including product modification, changes to the production process, packaging changes, as
well as modifying advertising".
1.1(c) Evolution of Green Marketing:
"According to Pattie (2001)",
The evolution of green marketing has three phrases. They are as follows:
1st Phase : “Ecological”.
2nd Phase : ”Environmental”.
3rd Phase : “Sustainable”.

The first Phase:
The main stage was named as "Biological" green promoting, and on drawing in this all advertising
exercises were worried to help condition issues and give solutions for ecological issues.
The second Phase:
In this stage (step) was "Ecological" green advertising and the emphasis moved on clean innovation that
includes structuring of inventive new items, will deal with contamination and waste issues.
The third Phase:
The third stage was "Manageable "green advertising. Ecological issues impacts every single human
action, society become progressively worried about regular habitat; Very couple of scholarly trains have
summarized green issues into their writing. This is particularly "Valid for Marketing".
1.1(d) Green Companies:
Companies contribute to the conservation of the earth biodiversity by producing environment-friendly

products and acting for the conservation of energy, water and natural resources, climate protection,
maintenance of public infrastructure such as schools, roads, parks or providing assistance for the
development of the other sectors.
Conservation of Environment:
• Biodiversity
• Environment Friendly Products
• Conservation of energy ,water and natural resources
• Climate Protection

• Safeguarding of Schools, roads, parks
• Providing assistance for up-liftment of the rural and the underprivileged.
• The main environmental concepts necessary to obtain profit in industry are globalisation,
sustainability, environmentally friendly and green.
Globalization:
Globalization has created a surprising distribution of added value in footwear industry. The raw material
is obtained in areas that have access to natural resources and the ability to process them at low cost,
without pollution or damages of the environment. The production is in another part of the world where
the labour is cheap, and the distribution is carried out almost all over the world.
Sustainability:
The company responsibility is to spot opportunity to attain sustainable economical advantage. One
competitive advantage is sustainable if it cannot be imitation, replaced or eroded. The advantage of
implementing a green strategy in case of footwear companies is that the tactics or strategic objectives can
be applied in two large directions.
Environmentally Friendly:
Environmentally friendly means to take decisions that will not affect the environment. It is also a
marketing concept that refers to products, services, laws, public politics and orientation that do not cause
any harm to ecosystems.
1.1(e) Characteristics of Green Company:
The main characteristics of a green company are :-
• Generate electricity from hydroelectric plant
• Recycle Biodegradable waste
• Reduce toxic emissions

• Use natural gas for boiler fuel
• Use Biomass and solar radiation as source of renewable energy
• Minimum use of plastic material; use recyclable packaging materials;
1.1(f) Motivation to be Green:
The long haul preferences gotten by organizations that embrace and execute green advertising
methodologies are:-
• It guarantees supported long haul development alongside benefit.
• It sets aside cash over the long haul, regardless of whether at first the expense higher
• It encourages organizations to advertise their items and administrations remembering the earth
angles. It take into account getting to the new advertises and appreciating upper hand.
• Most of the representatives feel glad and capable to work for an earth dependable organization.
1.1(g) Reason for Company Venturing to Green Marketing:
• Opportunity
• Governmental -Pressure
• Competitive -Pressure
• Cost-Reduction
Opportunity:
Being green is a vital target for some organizations for two fundamental reasons: the selling costs of the
items are higher which means a higher included an incentive for the organization, the expansion the
quantity of clients.
Governmental Pressure:

Ensuring the planet and its assets are objectives set by the administrations of the part associations of the
world. The European Union through its political instruments makes the Member States to receive national
enactment on ecological insurance and funds various projects for the earth.
Competitive Pressure:
Enormous organizations receive these green promoting techniques to separate themselves from their
rivals or to draw in clients who are starting to comprehend the significance of natural insurance.
Cost Reduction:
Exceptional utilizing of what nature gives will definitely prompt cost reserve funds.
Reusing a percent of items effectively finished and offered prompts another cost decrease through waste
recuperation. Turning waste incorporates tasks or grouping of activities, (for example, disassembling,
arranging, cutting, squashing, squeezing, dissolving and throwing) performed to change the loss into an
optional crude material or vitality source.
1.1(h)Benefits of Green marketing:
Companies that develop new and improved products and services having environment inputs in their
mind, give themselves access to new markets, increase their profit sustainability and enjoy a competitive
advantage over the companies which are not concerned with the environment .
1.1(i)Key of successful green marketing

"According to Verma and Tanwar " the golden rules for green marketing are:
THE GOLDEN RULES OF GREEN MARKETING
"According to Verma and Tanwar" :
➢ Know your Customer
➢ Educate your Customers
➢ Be Genuine & Transparent

➢ Reassure the Buyer
➢ Consider Your Pricing
➢ Give your customers an opportunity to participate
➢ Consumer expectations have changed and they don’t expect perfection
➢ Green is mainstream
➢ Green is cool
➢ Greener products work equally or better – and are often worth a premium price.
1.1(j)Effects of Green Marketing on environment -Its Positives and its Negatives:
Green Marketing Advantages and Disadvantages
As manageability orderly organizations necessitate to scale their effect mission, green showcasing turns
into a need. Indeed, even with the noblest of causes, there are some of the time different sides of the coin
that ought to be considered. What's more, in view of this, figured it is ideal to expound on the green
advertising favourable circumstances and weaknesses.
1.1(k) Green Marketing Advantages
Life form green or manageable envelops abundant components; energy ability, the deployment of
clean/sustainable power source, water safeguarding, reusing and dissipate the panel, eco-accommodating
clothing, natural produce, feasible cultivating and substantially more. The way in to an effective green
advertising procedure is to impart valid and solid realities about an organization's commitment toward
social and natural causes.

1.1(l) Green Marketing -Getting Success:
To be fruitful green showcasing organizations there are a couple of central decides that will go a long
route in building up the eventual fate of the business in the coming years. The key technique is to utilize
the Four P's reasonably changed to address the issues of Green Marketing, yet there are a couple of
focuses that are should have been worried on before setting out on Strategy. They are:
1. Knowing thy Customer: Means ensuring that the shopper knows about and concerned
about the issues that your item endeavours to address, without which achievement in green advertising
will be hard to accomplish
2. Teaching thy client: Means instructing the individuals the reasons about whatever you're doing isn't
just to secure nature, yet additionally matters of telling them why it makes a difference. Something else,
for a noteworthy segment of your objective market, it's an instance of "So what?", ?Does it matter ?? also,
your green showcasing effort goes no place.
3. Validity and Transparency to thy client: It demonstrates that an) as a general rule you are really
rehearsing, what you guarantee to do in your green promoting effort and your business approaches are in
lieu with whatever you are doing that is eco neighbourly. Both these conditions must be met for your
business to set up the sort of natural certifications that will permit a green showcasing effort to succeed.
4. Consoling thy Buyer: Means that the clients must be made to accept that the item being offered will
satisfy the goal or reason for which it has been buy i.e.- no bargain in item quality for the sake of the
earth.
5. Estimating for thy client: Means ensuring that purchasers can manage the cost of the premium and
feel it's justified, despite all the trouble, which is being charged for your item, the same number of
naturally best items cost increasingly because of economies of scale and utilization of higher-quality
fixings.

6. Allowing thy clients a chance to take an interest: Means customizing the advantages of your
ecologically cordial activities, typically through giving the client a chance to make part in positive natural
move, at same time keep in view the changed desires for the clients.
1.1(m) Green Marketing Disadvantages
1. Change prompts costs
Changing your promoting strategies requires some investment and the improvement of another
methodology, which ordinarily converts into expanded expenses. While your maintainable endeavours
and practices are intended to set aside cash, when an organization places exertion into changing their
image to be all the more ecologically well disposed, those progressions can have costly forthright costs.
2. Expensive Green Certifications
To market your items as "green", contingent upon your industry you may need to experience a long and
expensive procedure to acquire the ecological confirmations. These accreditations, which the legislatures,
business affiliations, proficient affiliations and customer rights gatherings convey, utilize certain
confirmations to satisfy industry natural guidelines. This is particularly valid for organizations working in
the fields of vitality utilization and reusing waste administration.
Regarding these models can be troublesome and that is one of the fundamental green showcasing
disservices. Especially on the grounds that without these official norms, clients and businesses will have
no chance to get of estimating the realities of green "claims".
3. Green washing
As green promoting brings such a significant number of points of interest to a business, a ton of enormous
organizations attempt to look "greener" and most of it is simply green washing. This implies an
organization will make something not maintainable look green by putting the majority of the
consideration on a little detail.
For instance:
Expendable water organizations are very destructive to the earth. However you will see numerous that
state "Our bundling is 100% recyclable", while the whole creation procedure is dirtying to such an extent

that they are not a maintainable business. That is the reason numerous clients have become incredulous of
seeing "green" stepped on items or administrations. "Green" has been immeasurably abused and has for
all intents and purposes lost the majority of its importance. Additionally, a few clients even consider it to
be essentially a reason for an organization to accuse more for results of no ecological advantages.
1.2 Importance of Green marketing:
Green marketing affect definitely the wellbeing of populace and the ecological environment. People are
conscious of clean commodities and pure methods of producing, using, and disposing the products. It
encourages integrated efforts for purity in production and consumption as well.
• Individuals are insisting pure products – edible items, fruits, and vegetables based on organic
farming. The figure of individuals looking for vegetarian consumption of food is on rise.
• On the whole reducing use of plastics and plastic-base commodities.
• Increased consumption of herbal products instead of processed products.
• Recommending use of leaves instead of plastic pieces; jute and cloth bags instead of plastic
carrying bags.
• Efforts to recycle wastes of consumer and industrial products.
• Usage of herbal medicines, natural therapy, and Yoga.
• Provisions to protect forests, flora and fauna, protection of the rivers, lakes and seas from
pollutions.
• Global restrictions on production and use of harmful weapons, atomic tests, etc. Various
organisations of several countries have formulated provisions for protecting ecological balance.
• More emphasis on social and environmental accountability of producers.

• Declaration of 5th June as the World Environment Day.
• Strict legal provisions for restricting duplication or adulteration.
• Establishing several national and international agencies to monitor efforts an activities of business
firms in relation pollution control and production of eco-friendly products.
1.3 Statement of the Problem:
Now a day’s understanding on green artefact in the people has increased which shows the importance of
green product. It is not only because of awareness; it is also because of the bad impact on health of
mankind. Artificial fertilizers, manures and pesticides create problem even to the level of cancer.
Understanding the effect of non-natural item and began utilizing or receiving green item for standard
utilization. The scientist shows enthusiasm on the positive effect on green/natural items. Therefore, this
specific examination has been done.
1.4 Needs for Green marketing:
In the current circumstance, challenge is to keep the customers just as shoppers in crease and even protect
our regular habitat – which is the greatest need of the time. Organizations may free numerous devoted and
gainful clients and shoppers because of nonattendance of green administration. In this situation
imaginative business universe of high innovation because of developing network and purchaser request in
green and socially resultant items, raised network weight on organizations to disguise externalities, for
example, medical problems, neighbourhood convenience, environmental change; ecological and
legislative sanctions and activities; inventive advances and methodologies of managing contamination,
improved asset and vitality productivity, and to hold old (faithful and gainful) clients and shoppers, it is
particularly required to actualize green advertising. Further green administration creates new eco
neighbourly clients which lead to increment in deals and benefits of an association that prompts
development and improvement of business; it additionally prompts great open picture of the association.
At the point when the administration guidelines around the world are exceptionally severe and the entire
world is discussing a worldwide temperature alteration ,environmental change and condition security the

organizations would be left with no alternative however to receive green advertising else it may be past
the point where it is possible to make due in the greener world. The buyer's reality over as a rule and India
specifically are progressively purchasing vitality effective items.
Basically the greater part of the organizations are wandering into green advertising on account of the
accompanying reasons: Around 25% of the shoppers incline toward natural well disposed items, and
around 28% might be viewed as sound cognizant. In this manner, green advertisers have different and
genuinely sizeable fragments to take into account.
Numerous organizations have begun understanding that they should act in a situation benevolent design
and accept both in accomplishing ecological destinations just as benefit related goals. Different guidelines
as of late encircled by the administration to ensure purchasers and the general public everywhere
prompted the selection of Green showcasing as an impulse as opposed to a decision.
For instance, the boycott of plastic packs in numerous pieces of the nation, and forbiddance of smoking in
open territories, and so on. Numerous organizations take up green promoting to keep up their aggressive
edge.
• Desire to take control
Rising concern over the state of our environment means that your prospects and customers are now
closely examining packaging and ingredients of the products they buy.
But that’s not the only thing. They’re also looking at your company’s overall green reputation.
Consumers are asking questions like “Is this product recycled? Petroleum free? Bio-degradable?
Produced under fair labour laws?” They’re looking behind your product to discover the facts for
themselves.
That’s because corporations have a track record of being the worst polluters. As a result people don’t trust
them when it comes to environmental matters.
This is a new reality you simply can’t ignore.
• Desire to get information

The search for information on the company’s green back-story is increasingly taking place on the internet.
This isn’t always easy. With more than 400 eco-labels and certifications now in existence, it can be hard
for people to get a grip on things. It doesn’t help that some companies “green” themselves or their
products when they really aren’t.
Not to mention, Ottomans notes, that other products (like vinegar and baking soda) don’t have “green”
labels … even though they are.
So there’s a lot of information to slog through for consumers on the hunt. Yet your prospects are doing
just that. Still another truth you avoid at your peril.
• Desire to make a difference
In 2009 study by Natural Marketing Institute indicating that while 56% of all consumers see themselves
as being pro-active regarding the environment, 55% actually think they should be doing more. Earth-
friendly business can help them do that. Not only by offering a green (not green washed) product or
service with a back story prospects can check. But also by getting involved in community programs that
help the environment. And helping customers do that, too.
• Desire to maintain lifestyle
But wait. If what I’ve already talked about covers some refreshingly new demands people are making of
the business world, there are a few things that haven’t changed so much. Not surprisingly, price and
performance still matter. Even green consumers want a product that works … at a price they can afford!
So while you must be transparent on issues of sustainability, you must also offer a competitive product.

Chapter-2
RESEARCH METHODOLOGY

2.1 Objective of the study:
1. To gain familiarity with the phenomenon “GREEN MARKETING".
2. To understand the effect of Green Marketing on environment – Positive or Negative.
3. To identify the challenges associated with Green Marketing.
2.2 Methodology:
➢ The Study is descriptive based on Secondary data.
2.2(a) Secondary Data:
➢ The secondary data were collected from standard text books related to topic, leading journals,
published reports and booklets, documents and records of the Government departments and the
internet.
2.2(b) Method of Analysis:
➢ "The Narrative Method is done for the method of analysis".
2.3 Data Collection tools:
➢ Online Research
➢ Literature Research
➢ Case Study Research

2.4 Limitations:
➢ Time Constraint: There was time constraint, so the sample size is short
➢ Education: Due to illiteracy and lack of awareness, people are not aware about Green Marketing.
➢ Limitation in the availability of necessary secondary data.

Chapter-3
SWOC OF GREEN MARKETING

SWOC analysis :
It is a considered forecast method used to explore exterior and interior factors which affect company
achievement and expansion. Organisation use SWOC analysis to determine the strengths, weaknesses,
opportunities, and challenges of their firm, products, and competition.
SWOC analysis is relevant to SWOT analysis. SWOT examines strengths, weaknesses, and opportunities.
But it focus on threats rather than challenge. The two are similar but they do have their differences, which
is why firms may choose to use SWOC or SWOT.
The final step in SWOC analysis is acknowledging challenges. This is how SWOC and SWOT analysis
differ because SWOT analysis focuses on threats.
As in formulation of green strategy, a firm may evolve it from a SWOC analysis Environmental Audit .
3.1 Green Marketing Strengths:-
1. It helps advertisers expand admittance to innovative markets and adding up a positive position over
contenders that are not concentrating on "greenness".
2. It Strengthens advertisers can indict a finest on items that are viewed as more eco mindful.
3. Most of the links that hold close green promoting are seen to be all the more communally mindful.
4. Green promotion assembles brand name and wins brand reliability among clients.
3.2 Green Marketing Weakness:-
1. Generally regulars fulfil their own needs before thinking about condition.
2. Overemphasizing greenness as opposed to purchaser needs can display annihilating for an item.
3. Numerous clients avoid items named "Green" since they see such naming as a promoting contrivance,
and they may lose trust in an association that all of a sudden professes to be green.
3.3 Green Marketing Opportunities
1. Marketing to fragment which are becoming more environmentally conscious and alarmed. These
consumers are demanding products that conform to these new attitudes.
2. Firms deem green marketing to be a ready for action that is to take advantage, relative to the
competitors. Firms, therefore, strive to improve upon their collective awareness. This supplements the
expansion in buyers' socially cognizant conduct and will in this manner give them a bit of leeway over
contenders who don't address these issues.
3.4 Green Marketing Challenges
1. Need for consistency
Green advertising only 5% of the advertising from Green campaign are entirely true and there is a need
of regularity to authenticate the claims. At current there is no steadiness in place to certify a product as
organic .But some authoritarian body are involved by providing the exact certifications criterion quality
control board should be in place for such cataloguing and license
2.Patience and persistence
The investors and company call for to outlook the background balance as a major long term investment
occasion, the marketers need to look at the long term remuneration from this new green movement. It
requires a lot of patience and at the same time it will not give any immediate results. So green marketing
is a new concept and idea, and it will have its own acceptance period.
3. New Concept
Green marketing is absolutely a new awareness. The buyer needs is to be well-informed and made aware
of environmental threats. This new concept need to reach the masses and that will take a lot of time and
effort. Nowadays, Indian regulars be glad about the importance of using natural and Ayurveda products.
This may consider as an force of green marketing.

4. Avoiding Green Myopia
The Green marketing decree is focusing on shopper satisfaction, benefits etc... The primary reason why
the consumers buy this certain products. The consumers may get motivated to switch brands or they even
pay a premium for the greener alternative. This will lead to green myopia. At the same type if the green
products are priced very high. It will naturally lose its market acceptability among consumers.

Chapter-4
OUTCOME OF THE STUDY

CASE STUDY OF SBI
(State bank of India: green it@sbi)
4.1 Introduction:
State Bank of India (SBI) is a wide-reaching banking and budgetary administrations association situated
in India. It is an government possessed company with its central station in Mumbai, Maharashtra. As of
December 2013, it had resources of US$388 billion and 17,000 branches, including 190 outside
workplaces, making it the biggest banking and money related administrations organization in India by
resources. State bank of India is one of the huge four banks of India, alongside ICICI bank, Punjab
national bank and bank of Baroda.
The Government of India public sector the magnificent bank of India in 1955, with Reserve Bank of
India taking a 60% stake, and renamed it as State Bank of India. In 2008, the government took control
over the stake held by the Reserve Bank of India.
The Underlying foundations of the State bank of India lie in the main decade of nineteenth century, when
the Bank of Calcutta, later renamed the bank of Bengal, was built up on 2 June 1806. The Bank of Bengal
was one of three administration banks, the other two being the Bank of Bombay (incorporated on 15 April
1840) and the Bank of Madras (incorporated on 1 July 1843). The three administration banks were
consolidated as business entities and were the consequence of the imperial sanctions. These three banks
got the privilege appropriate to issue paper money till 1861 when with the paper cash act; the privilege
was taken over by the Government of India. The Presidency banks amalgamated on 27 January 1921, and
the re-sorted out financial substance took as its name Imperial bank of India. The Imperial bank of India
stayed a business entity yet without Government support.
4.2 Operations:
SBI offer a diversity of banking goods through its network of branches in India and overseas, including
goods aimed at non-occupant Indians (NRIS). The SBI has 14 regional hubs and 57 zonal offices that are
located at important cities throughout India.

4.3 Domestic presence:
" SBI had 14,816 branches in India, as on 31 march 2013, of which 9,851 (66%) were in rural and semi-
urban areas. in the fiscal year 2012-13, its revenue was in 200,560 Crores , out of which home operations
contributed to 95.35% of revenue". Similarly, domestic operation contribute to 88.37% of sum profits for
the same fiscal year.
4.4 SBI Goes Green:
➢ SBI counts on efficient power vitality with Suzlon first Indian bank to lead the pack in harnessing
wind energy .The undertaking was finished by suzlon in record time – going from idea to appointing in
only four months; covering gear supply, development, venture authorizing, control clearing, and thorough
activities and support administrations.
➢ "SBI launch green home mission at lesser rates State bank of India has introduced a new home
loan manufactured goods that will make other banks go green with envy". "By launching =green homes‘,
the country‘s largest bank wants to support rated environment friendly residential projects by offering
concessions – reduced margin, softer interest rate, and zero processing fee – on home loans to discerning
buyers". In case of planning to buy a house with a loan from SBI in an environment friendly residential
project, which has been rated by the Indian green building council (IGBC), then the bank is willing to
woo with concessions"; The concessions: the upfront margin that will have to stump up will be lower at
15 per cent of the loan amount instead of the normal 20 per cent; interest rate on the loan will be 25 basis
points lower than the card rate; and no processing fee will be charged.
➢ "ATM's and debit cards Through rapid extension of ATM's and debit cards.

➢ State bank of India undertake a enormous rollout of ATM's during the financial year 2009-
10";With more than 10,000 ATM's installed, SBI was conscious about the carbon footprint due to such a
huge rollout. In all of these ATM's. LCD monitors were deployed in lieu of CRTS. LED's were used
instead of tube lights or CFL(even in Signages), 5 star 3.1 rated AC's were installed instead of
conventional high energy consuming AC's. Aluminum composite panels were put to use instead of wood
based materials in the preparation of sites.
➢ Apart from these modifications, specially designed ATM's were developed and installed that
consumed low energy and require no air conditioning environment. Even solar powered ATM's were
developed for rural areas. A few of the modifications made to the ATM's include usage of single thermal
printers instead of two and the manner in which the cash tray was placed.
➢ Top Green IT Project Company Scenario
➢ Before Deployment Wastage of energy due to usage of CRTs, conventional lighting, and air
conditioning in ATMs.
➢ After Deployment 48508500 KWH of electricity savings, translating to Rs. 24 Cr+ savings in
energy bills.
➢ Usage of LCD, LEDs inside ATM and even for signage, and usage of energy efficient ACs.
➢ Aluminium composite panels were put to use instead of wood based materials in the preparation
of sites. 10,000 eco-friendly ATMs across India.

4.5 Future Scope/Challenges
The future scopes in regard to green marketing are as follows-
1. It is predict that the hope markets would be directly linked to the growth, transfer and performance of
eco-friendly technologies, referred to as Environmental Technologies (ET). All kinds of ET are available
now.
2. Spaced out from produce background-friendly goods and selecting environment friendly markets,
essentially understanding of "Environmentally Friendly” is requisite to be included into the company
culture.
3. In sequence to build up goods that can plea to the buyer, reasonably reasonable prices and
environment-friendly goods cause least cut are required. In line to reflect an image of high quality,
environmental sensitivity and hence manufacture of products well-matched with environment are
requisite.
4. Intensive research can be done on Indian Automobile Industry with respect to green marketing issues.
Research should be done on Indian Power Sector with respect to green power. Research can be done on
Indian Housing Sector with reference to green houses or green buildings. Research should be done on
Indian Tourism Industry with respect to green tourism.
4.6 Recommendations :
1. Parameters for measuring green initiatives – Many companies have highlighted about their concern
towards green activities and production of green products by them. The measuring parameters for eco-
friendly product designing must be more transparent to the world.
2. Allocation for R & D facilities- State based allocation for the R & D facilities and Energy sources
should be done.

3. Green Value Chain- Corporate must apply green methods to the complete value chain. The product
development cycle should adopt the green methods for designing, manufacturing and recycling.
4. Targeting youth & next generation- Awareness through Social media may be adopted for making the
next generation & youth more concern about the green environment and the need for green
modernization.
5. Centralized chamber for green deeds check- Government must develop centre cell for looking after the
audits for green activities adopted by the corporates so that the authentic sight of the green concept may
be checked.
4.7 Suggestions:
➢ For increase the Green Marketing awareness, Govt should take more efforts like- awareness
programmes in rural areas through advertisements, seminar and workshops, etc.
➢ There are some simple ways with which we can save the environment like a forestation, use solar
energy, ban on harmful plastic products, recycling of products and water harvesting, etc.

Chapter-5
EXPERIENCE AND LEARNING

5.1 Experience of the Study:

The experience generated from this study has mainly raised concerned about the knowledge updating of
the new phenomenon "Green Marketing" which will raise a awareness about the myths and its reality
over the consumers or people. The study has also raised the concern about the knowledge about the Green
Marketing effects on Environment and it look close to check on its sustainment about its positive and
negative impacts related to environment aspects which helps to understand "How Green Stands". Use of
Artificial fertilizers, manures and pesticides create problem even to the level of cancer. Understanding the
effect of non-natural item and began utilizing or receiving green item for standard utilization and helps to
gather information on its implementation and challenges faced relating to the concern of "Green".
5.2 Learning Outcome:

The Learning of the study mainly helps to identify Products with Green Characteristics. Green marketing
is the new mantra of success and growth. . All the types of industries (durable, non-durable and services)
in India feel that ―in future more and more consumers will prefer green products. Companies feel that
those ―companies, which sell green products, will be able to sustain for a longer period of time in the
market in comparison to non-green products sellers i.e. in future greener companies will be more
successful i.e. "GO Green".
5.3 Conclusion:
Green marketing awareness is being created about the use of such materials, which are helpful in
conserving the environment and are eco-friendly. Green marketing is gaining prominence across the
world and in India too. The aim of this study is to give information about the trends and future scope of
green marketing by taking various case studies. Literature review of past studies has also been done to
analyse the challenges in green marketing.
Commencing the study of literature survey it bring into being that buyer living in city areas are further
environmentally anxious in comparison to the countryside consumers ( Durand and Sharma,1982;
Antil,1984; Samdahl and Robertson,1989; Schwartz and Miller,1991).Therefore, researchers have not
taken into consideration the rural population for data collection. There is not much research work done in
this field or similar field in India. Today, a negative relation between green price and purchasing

behaviour has been observed. In few study environment consciousness are higher in the group with high
instructive level unlike other groups.
By means of the threat of global warming alarming great it is extremely important that green marketing
become the standard somewhat than an exemption.
It is therefore essential for the companies to make the consumers understand the need and benefits of
green products as compared to non-green ones.
Green marketing is a tool for protecting the environment for future generation. It is not going to be an
easy concept. The firm has to plan and then carry out research to find out how feasible it is going to be.
Green marketing has to evolve since it is still at its infancy stage. Adoption of Green marketing may not
be easy in the short run, but in the long run it will definitely have a positive impact on the firm. Green
Marketing is still in the stage of childhood in the Indian companies. Lots of opportunities are available.
Now this is the right time to select Green Marketing globally. It will come with drastic change in the
world of business if all nations will make strict rules because green marketing is essential to save world
from pollution. From the business point of view because a clever marketer is one who not only convinces
the consumer, but also involves the consumer in marketing his product. Green marketing should not be
considered as just one more approach to marketing, but has to be pursued with much greater vigor, as it
has an environmental and social dimension to it. With the threat of global warming looming large, it is
extremely important that green marketing becomes the norm rather than an exception or just a fad.
Recycling of paper, metals, plastics, etc., in a safe and environmentally harmless manner should become
much more systematized and universal. It has to become the general norm to use energy efficient lamps
and other electrical goods. Indian market Customers too are ready to pay premium price for green
products. One thing that is being reiterated is that the current consumption levels are too high and are
unsustainable. Therefore there is a need for green marketing and a need for a shift in the consumer‘s
behaviour and attitude towards more environment friendly life styles. Ultimately green marketing requires
that consumers want a cleaner environment and are willing to pay for it, possibly through higher priced
goods, modified individual lifestyles, or even governmental intervention. Until this occurs it will be
difficult for firms alone to lead the green marketing revolution. An environmental committed organization
may not only produce goods that have reduced their detrimental impact on the environment, they may
also be able to pressure their suppliers to behave in a more environmentally responsible fashion. Final
consumers and industrial buyers also have the ability to pressure organizations to integrate the
environment into their corporate culture and thus ensure all organizations minimize the detrimental
environmental impact of their activities.


BIBLIOGRAPHY
A. Books
1. Grant John (2007), The green Marketing Manifesto, John Wiley and Sons Ltd accessed via
internet on 14th Jan 2011.
2. Ottoman Jacquelyn. A. (2007) Green Marketing: Opportunity for Innovation’ Book Surge
LLC accessed via internet on 15th Jan’ 2011.
3. Ottoman Jacquelyn. A (2011) The New Rules of Green Marketing: Strategies, Tools, and
Inspiration for Sustainable Branding accessed via internet on 15th Jan 2011.
4. Panda Tapan, (2007) Marketing Management- Text and Cases, Indian Context, Excel Books,
New Delhi. P. 287 – 290.
B. Journals :
1. Woolverton Andrea and Dimitri Carolyn (2010), Renewable Agriculture and food systems
from retrieved 12th Jan 2011from INFLIBNET data base
C. Websites :
1. www.sbinfocanada.about.com/cs/environmentbiz/a/sustaindevelop.htm
2. www.coolavenues.com/mba-journal/marketing/green-marketing-opportunities-
challenges?page=0,1
3. www.indianmba.com/Faculty_Column/FC623/fc623.html
4. www.usatoday.com/money/advertising
5. http://e-articles.info/e/a/title/Green-Marketing/
6. www.businesspundit.com-
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ENVIRONMENT FRIENDLY- MYTH OR A REALITY-

Project report submitted in partial fulfillment of the requirements for the

MASTER OF BUSINESS ADMINISTRATION

Under the guidance of

REVA INSTITUTE OF SCIENCE AND MANAGEMENT

Chapter No. Name Page No.

1.1 Introduction of the 04

1.1(a) Green Marketing 06

1.1(d) Green Companies 11

1.1(g) Reason for 14

1.1(h) Benefits of Green 15

1.1(l) Getting Success 17

1.3 Statement of the 19

1.4 Needs for Green 20

2.1 Objective of the 24

2.2(a) Secondary Data 24

2.3 Data Collection Tool 24

III SWOC OF GREEN

CASE STUDY OF SBI

4.3 Domestic Presence 32

4.4 SBI Goes Green 32

4.5 Future Scope 34

5.1 Experience of the 37

5.2 Learning Outcome 37

REVA INSTITUTE OF SCIENCE AND MANAGEMENT Page 1

REVA INSTITUTE OF SCIENCE AND MANAGEMENT Page 2

Green Marketing -To gain familiarity with the Phenomenon

1.1(a) Green Marketing:

benefits. Such a product or service may be environmentally friendly way".

"According to American Marketing Association",

" “Green Marketing” is the marketing of

well as modifying advertising".

1.1(c) Evolution of Green Marketing:

"According to Pattie (2001)",

1st Phase : “Ecological”.

2nd Phase : ”Environmental”.

3rd Phase : “Sustainable”.

REVA INSTITUTE OF SCIENCE AND MANAGEMENT Page 3

The first Phase:

The second Phase:

The third Phase:

1.1(d) Green Companies:

Companies contribute to the conservation of the earth biodiversity by producing environment-friendly

• Environment Friendly Products

• Conservation of energy ,water and natural resources

REVA INSTITUTE OF SCIENCE AND MANAGEMENT Page 4

• Safeguarding of Schools, roads, parks

• Providing assistance for up-liftment of the rural and the underprivileged.

1.1(e) Characteristics of Green Company:

The main characteristics of a green company are :-

• Generate electricity from hydroelectric plant

• Recycle Biodegradable waste

• Reduce toxic emissions

REVA INSTITUTE OF SCIENCE AND MANAGEMENT Page 5

• Use natural gas for boiler fuel

• Use Biomass and solar radiation as source of renewable energy

• Minimum use of plastic material; use recyclable packaging materials;