SUMMER TRAINING PROJECT REPORT

A STUDY ON GREEN MARKETING PRACTICES AT COCA-

COLA INDIA

SUBMITTED IN PARTIAL FULFILLMENT FOR THE AWARD OF DEGREE OF

BACHELOR OF BUSINESS ADMINISTRATION

SUBMITTED BY
AYAN ANSARI
Roll No. 2201029062

UNDER THE GUIDANCE OF

Dr. Aisha Badruddin
Associate Professor

DEPARTMENT OF BUSINESS MANAGEMENT

INTEGRAL BUSINESS SCHOOL
INTEGRAL UNIVERSITY
LUCKNOW, UTTAR PRADESH 226026
SESSION: 2024-2025
 DECLARATION

I, AYAN ANSARI , hereby declare that the presented Summer Training Project Report titled “A STUDY ON
GREEN MARKETING PRACTICES AT COCA-COLA INDIA” is uniquely prepared by me after the
completion of 8 weeks work at COCA-COLA This has been undertaken for the purpose of partial fulfillment of
BBA program at Department of Business Management, Integral University, Lucknow.
I also confirm that the report is only prepared for my academic requirement, not for any otherpurpose. It might not be
used with the interest of the opposite party of the corporation.

(Signature of the Candidate)

AYAN ANSARI

Enrolment No.: 2200103800

Roll No. : 2201029062

Certificate of Industry Guide
 Department of Business Management
Integral Business School
Integral University, Lucknow

CERTIFICATE OF GUIDE

This is to certify that the Summer Training Project Report entitled “A STUDY ON GREEN MARKETING
PRACTICES AT COCA-COLA INDIA”, submitted to the Department of Business Management, Integral
University, Lucknow, in partial fulfillment for the award of the degree of Bachelor of Business Administration, is a
record of work carried out by AYAN ANSARI , Roll No. 2201029062, under my guidance.

The Summer Training project Report of student is found to be satisfactory for submission for the award of degree of
Master of Business Administration. I wish him all the best for his/her future endeavors.

Dr. Aisha Badruddin

Associate Professor
 ACKNOWLEDGEMENT

First and foremost, I would like to express my atmost gratitude to God, The Almighty, for His abundant
blessings and guidance throughout my project journey, enabling me to complete this work

I am sincerely grateful to Prof. S. W. Akhtar, the Hon'ble Chancellor and Founder of Integral University,
Lucknow, for granting me the opportunity to pursue my BBA at Integral University.

I am thankful to Dr. Syed Nadeem Akhtar, the Hon'ble Pro-Chancellor of Integral University, Lucknow,
for his blessings and wisdom.

I would like to extend my heartfelt gratitude to Prof. Javed Musarrat, the Hon'ble Vice Chancellor of
Integral University, Lucknow, for his invaluable guidance and support throughout my dissertation work and for
providing me with a platform for academic excellence.

I would like to my heartfelt gratitude to Dr. Rajiv Ranjan, Professor & Dean, Faculty of, Department of
Business Management for their insightful suggestions and constant motivation in carrying out this project work.

Furthermore, I would like to express my sincere gratitude to my supervisor, Dr. Aisha Badruddin
Associate Professor Department of Business Management. Her unwavering support, patience, and expertise have
been instrumental in the completion of this study.

Furthermore, I would like to express my sincere gratitude to my Presentation Guide, Dr. Orooj Siddiqui
Associate Professor, Department of Business Management. His unwavering support, patience, and expertise have
been instrumental in the completion of this study.

Once again, I am deeply grateful to all the individuals mentioned above for their unwavering support and
contributions to my project journey.

AYAN ANSARI
 TABLE OF CONTENT

Sr. No. Title

Page No.
i Title Page i

ii Declaration ii

iii Certificates by Guides (Industry and University) iii-iv

iv Acknowledgement V

1 Executive Summery 1-2

2 About the Industry 3-12

3 Conceptual Background of Topic 13-29

4 Company Profile 30-34

5 Research Methodology 35-37

6 Data Analysis & Interpretation 38-47

7 Finding, Suggestion & Conclusion 48-50

8 Bibliography 51

9 Appendix 52-53
 EXECUTIVE SUMMARY
2. Duration of the Project: 2 months.
3. Organisation: Coca cola.
5. Objectives: 1) To know the financial position of the companies.
2) To know the growth and financial strength of the companies.
6. Research Methodology: The study was totally based on the secondary data collected from
different sources.
7. Data Analysis and Interpretation: Balance sheet and income statement of both the
companies are given along with illustration and interpretation of 12 different kinds of ratios.
8. Conclusion: The in-depth analysis of the ratios is briefly described so that the financial
position of the companies can be made clear.
9. Bibliography: Consists of all the references.

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 ABOUT THE INDUSTRY

PespsiCo products are enjoyed by consumers one billion times a day in more than
200 countries and territories around the world. PepsiCo generated more than US
Rs.63 billion dollars in net revenue in 2019, driven by a complementary food and
beverage portfolio that includes Frito-Lay, Gatorade, Pepsi-Cola, Quaker and
Tropicana. PepsiCo‘s product portfolio includes a wide range of enjoyable foods
and beverages, including 22 brands that generate more than US Rs.1 billion
dollars each estimated annual retail sales.
At the heart of PepsiCo is Performance with Purpose – our goal to deliver top-tier
financial performance while creating sustainable growth and shareholder value. In
practice, Performance with Purpose means providing a wide range of foods and
beverages from treats to healthy eats; finding innovative ways to minimize our
impact on the environment and reduce our operating costs; providing a safe and
inclusive workplace for our employees globally; and respecting, supporting and
investing in the local communities where we operate.
PepsiCo entered India in 1989 and has grown to become the country‘s largest
selling food and Beverage Company. One of the business which aims to serve the
long term dynamic needs of consumer in India. PepsiCo nourishes consumers
with a range of products from treats to healthy eats that deliver joy as well as
nutrition and always, good taste. They are a leading global food and beverage
company with hundreds of brands that are respected household names throughout
the world. Either independently or through contract manufacture or authorized
bottlers, they make, market, sell and distribute a variety of convenient and
enjoyable foods and beverage in more than 200 countries and territories.

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 CONCEPTUAL BACKGROUND OF TOPIC

Environment Degradation has become a serious issue worldwide. Natural resources are exploited
at fullest without any consideration of their repercussions. Natural resources are limited in nature
while human wants are unlimited. Environmentalism has fast emerged as a worldwide
phenomenon due to the rising evidence of environmental problems. In the modern era of
globalization, it has become a great challenge to keep the customers as well as consumers in fold
and even our natural environment safe and that is the biggest need of the hour.

Figure 1.1 Introduction of Green Marketing

A new key concept has emerged in marketing – termed as ―GREEN MARKETING‖. Due to the
environment's rapid change, people all around the world are becoming more and more concerned
with it. It is crucial to use the concept of "green marketing" to spread as much information as
possible on how to build a sustainable, pollution-free environment. Environmental marketing is a
marketing idea that emphasizes the environment. It is sometimes referred to as ecological
marketing and green marketing. In the late 1980s and early 1990s, the phrase "green marketing"
first became popular. When certain commodities were found to be harmful to the environment, it
first appeared in Europe. The idea of "green" products, which are less harmful to the

9
environment, was consequently introduced. The first workshop on "Ecological Marketing" was
held in 1975 at the American Marketing Association (AMA). The consequence was the
publication of "Ecological Marketing," the first book on green marketing. Around the turn of the
millennium, environmental marketing was first popularized in India. Manufacturers and the
government are increasingly acknowledging the value of environmental marketing. Both of them
created regulations to protect the environment while earning a competitive advantage over the
long term through ecological marketing. The Eco-mark programme was launched by the Indian
government in 1991 to encourage consumers to buy environmentally friendly goods.

Consumer‘s preferences have changed rapidly. They are more conscious about future
generations, environmental protection and this requires the enterprises to have more
responsibility towards the society and have a competitive advantage. Big players in the market
are making efforts to control societal damage and have begun some efforts in this direction.
Green marketing has a direct link with Sustainable Development and the well-being of future
generations.

As a result, it may be claimed that ecological marketing is concerned with products that may be
environmentally sound or that may have been produced and packaged with care.

According to the American Marketing Association (AMA), "Environmental marketing is the

promotion of products that are assumed to be ecologically friendly."

It entails developing and marketing goods and services that satisfy consumers' needs for quality,
performance, affordability, and comforts while minimizing environmental impact. Globally,
businesses are making efforts to lessen the harm that their goods and services cause to the
environment and other issues. They are taking measures to reduce the usage and production of
hazardous chemicals, excess materials, and waste byproducts in the delivery of their goods and
services. The businesses produce green products that have considered environmental
consequences as part of their socially responsible business practices. Today, the environment is a
concern for governments, organizations, and the general public, and each is acting accordingly.
To protect the environment, some countries have passed environmental legislation and provided
subsidies for eco-friendly and green products. Businesses are embracing green efforts and effects

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for both environmental considerations and regulatory compliance with environmental control
frameworks.

MEANING OF 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 in it or
produced and/or packaged in an environmentally friendly way. As per Mr. J. Polonsky, Green
Marketing can be defined as, "All activities designed to generate and facilitate any exchange
intended to satisfy human needs or wants such that satisfying of these needs and wants occur
with minimal detrimental input on the national environment. ―Green Marketing involves
developing and promoting products and services that satisfy customers want and need for
Quality, Performance, Affordable Pricing and Convenience without having a detrimental input
on the environment.

BIRTH OF GREEN MARKETING

The concept of green marketing has been around at least since the first Earth Day in 1970. But
the idea did not catch on until the 1980s, when rising public interest in the environment led to a
demand for more green products and services. Manufacturers responded to public interest by
labeling hundreds of new products "environmentally friendly"—making claims that products
were biodegradable, compostable, energy efficient, or the like.

The term Green Marketing came into prominence in the late 1980s and early 1990s. The
American Marketing Association (AMA) held the first workshop on - Ecological Marketing" in
1975. The proceedings of this workshop resulted in one of the first books on green marketing
entitled "Ecological Marketing". The first wave of Green Marketing occurred in the 1980s.
Corporate Social Responsibility (CSR) Reports started with the ice cream seller Ben & Jerry's
where the financial report was supplemented by greater view on the company's environmental
impact. In 1987 a document prepared by the World Commission on Environment and
Development defined sustainable development as meeting - the needs of the present without
compromising the ability of future generations to meet their own need, this became known as the

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Brundtland Report and was another step towards widespread thinking on sustainability in
everyday activity. Two tangible milestones for wave 1 of green marketing came in the form of
published books, both of which were called Green Marketing. They were by Ken Peattie (1992)
in the United Kingdom and by Jacquelyn Ottman (1993) in the United States of America.

According to Jacquelyn Ottman, (author of Green Marketing: Opportunity for Innovation) from
an organizational standpoint, environmental considerations should be integrated into all aspects
of marketing — new product development and communications and all points in between. The
holistic nature of green also suggests that besides suppliers and retailers new stakeholders be
enlisted, including educators, members of the community, regulators, and NGOs. Environmental
issues should be balanced with primary customer needs.

The past decade has shown that harnessing consumer power to effect positive environmental
change is far easier said than done. The so-called "green consumer ―Movements in the U.S. and
other countries have struggled to reach critical mass and to remain in the forefront of shoppers'
minds. While public opinion polls taken since the late 1980s have shown consistently that a
significant percentage of consumers in the U.S. and elsewhere profess a strong willingness to
favor environmentally conscious products and companies, consumers' efforts to do so in real life
have remained sketchy at best. One of green marketing's challenges is the lack of standards or
public consensus about what constitutes "green," according to Joel Makeover, a writer on green
marketing. In essence, there is no definition of "how good is good enough" when it comes to a
product or company making green marketing claims. This lack of consensus—by consumers,
marketers, activists, regulators, and influential people—has slowed the growth of green products,
says Makeover, because companies are often reluctant to promote their green attributes, and
consumers are often skeptical about claims.

Despite these challenges, green marketing has continued to gain adherents, particularly in light
of growing global concern about climate change. This concern has led more companies to
advertise their commitment to reduce their climate impacts, and the effect this is having on their
products and services.

The green marketing has evolved over a period of time. According to Peat tie (2001), the
evolution of green marketing has three phases. First phase was termed as" Ecological "green

12
marketing, and during this period all marketing activities were concerned to help environment
problems and provide remedies for environmental problems. Second phase was" Environmental
green marketing and the focus shifted on clean technology that involved designing of innovative
new products, which take care of pollution and waste issues. Third phase was Sustainable
―green marketing. It came into prominence in the late 1990s and early 2000.

OF GREEN MARKETING

 Eliminate the concept of waste

 Reinvent the concept of product
 Make prices reflect actual and environmental costs
 Make environmentalism profitable
 Bringing out product modifications
 Changing in production processes
 Packaging changes
 Modifying advertising

NEED OF GREEN MARKETING

WHY IS GREEN MARKETING CHOSEN BY MOST MARKETERS?

Most of the companies are venturing into green marketing because of the following reasons:
Issues like Global warming and depletion of ozone umbrella are important for the healthy
survival. Every person rich or poor would be interested in quality life with full of health and
vigour and so would the corporate class. Financial gain and economic profit is the main aim of
any corporate business. But harm to environment cost by sustain business across the globe is
realized now though off late. This sense is building corporate citizenship in the business class. So
green marketing by the business class is still in the selfish anthological perspective of long term
sustainable business and to please the consumer and obtain the sanction license by the governing
body. Green marketing has been widely adopted by the firms worldwide and the following are
the possible reasons cited for this wide adoption. There are basically five reasons for which a
marketer should go for the adoption of green marketing. They are:

13
 1. Opportunities or competitive advantage
2. Corporate social responsibilities (CSR)
3. Government pressure
4. Competitive pressure
5. Cost or profit issues

1) Opportunities - 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 become 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").The energy-saving LG consumers durables are examples of green marketing. We also
have green buildings which are efficient in their use of energy, water and construction materials,
and which reduce the impact on human health and the environment through better design,
construction, operation, maintenance and waste disposal.

2) Corporate social responsibility - Many firms are beginning to realize that they are members
of the wider community and therefore must behave in an environmentally responsible fashion.
This translates into firms that believe they must achieve environmental objectives as well as
profit related objectives. This results in environmental issues being integrated into the firm's
corporate culture.

There are examples of firms adopting both strategies. Organizations like the Body Shop heavily
promote the fact that they are environmentally responsible. While this behavior is a competitive
advantage, the firm was established specifically to offer consumers environmentally responsible
alternatives to conventional cosmetic products. This philosophy is directly tied to the overall
corporate culture, rather than simply being a competitive tool. Fund managers and corporate
developers too, are taking into account the environmental viability of the company they invest in

14
Venture Capitalists are investing in green business because they believe it's a growth
opportunity.

An example of a firm that does not promote its environmental initiatives is Coca-Cola. They
have invested large sums of money in various recycling activities, as well as having modified
their packaging to minimize its environmental impact. While being concerned about the
environment, Coke has not used this concern as a marketing tool. Thus many consumers may not
realize that Coke is a very environmentally committed organization. Another firm who is very
environmentally responsible but does not promote this fact, at "least outside the organization, is
Walt Disney World (WDW). WDW has an extensive waste management program and
infrastructure in place, yet these facilities are not highlighted in their general tourist promotional
activities.

3) Government pressure – As with all marketing related activities, governments want to

"protect" consumers and society; this protection has significant green marketing implications.
Governmental regulations relating to environmental marketing are designed to protect consumers
in several ways. They are:

 Reduce production of harmful goods or by-products

 Modify consumer and industry's use and/or consumption of harmful goods
 Ensure that all types of consumers have the ability to evaluate the environmental
composition of goods.
 The ban of plastic bags in Mumbai, prohibition of smoking in public areas, etc.
 Governments establish regulations designed to control the amount of hazardous
wastes produced by firms. For example

New Delhi, the India's capital was getting polluted gradually at a very fast pace till Supreme
Court of India forced a change of fuel on it. In 2002, a directive was issued to completely adopt
CNG in all public transport systems to curb pollution. One of the more recent publicized
environmental regulations undertaken by governments has been the establishment of guidelines
designed to "control" green marketing claims. These regulations include the Australian Trade
Practices Commission‗s (TPC) "Environmental Claims in Marketing - A Guideline, the US
Federal Trade Commission's (FTC) "Guides for the Use of Environmental Marketing Claims"

15
and the regulations suggested by the National Association of Attorneys-General .These
regulations are all designed to ensure consumers have the appropriate information which would
enable them to evaluate firm's environmental claims.

4) Competitive pressure– Another major force in the environmental marketing area has been
firms' desire to maintain their competitive position. In many cases firms observe competitors
promoting their environmental behaviors and attempt to emulate this behavior. In some instances
this competitive pressure has caused an entire industry to modify and thus reduce its detrimental
environmental behavior.

For example, it could be argued that Xerox's "Revive 100% Recycled paper" was introduced a
few years ago in an attempt to address the introduction of recycled photocopier paper by other
manufacturers. In another example when one tuna manufacture stopped using driftnets the others
followed suit.

5) Cost or profit issue – Reduction of harmful waste may lead to substantial cost savings.
Sometimes, many firms develop symbiotic relationship whereby the waste generated by one
company is used by another as a cost-effective raw material.

For example, the fly ash generated by thermal power plants, which would otherwise contributed
to a gigantic quantum of solid waste, is used to manufacture fly ash bricks for construction
purposes. Firms may also use green marketing in an attempt to address cost or profit related
issues. Disposing of environmentally harmful by-products, such as polychlorinated biphenyl
(PCB) contaminated oil are becoming increasingly costly and in some cases difficult. Therefore
firms that can reduce harmful wastes may incur substantial cost savings. When attempting to
minimize waste, firms are often forced to re-examine their production processes. In these cases
they often develop more effective production processes that not only reduce waste, but reduce
the need for some raw materials. This serves as a double cost savings, since both waste and raw
material are reduced. In other cases firms attempt to find end - of - pipe solutions, instead of
minimizing waste. In these situations firms try to find markets or uses for their waste materials,
where one firm‗s waste becomes another firm's input of production. One Australian example of
this is a firm who produces acidic waste water as a by-product of production and sells it to a firm
involved in neutralizing base materials.

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 FOUR R’s OF GREEN MARKETING

Figure 1.1.5 Four R‘s of Green Marketing

Four R‘s of green marketing are as follows:

 Refuse: Refuse means to avoid the use of plastic items which are not needed.
 Reduce: Reduce means to minimize the use of plastics and instead use alternatives. It
targets at reducing the requirement of packing and other material made from man-made
or natural fiber for resale or composition.
 Reuse: Reuse means to re-utilize the same plastic for same or different purpose. Some
firms try to use the discarded bottles, containers and cans for packing their products. This
amount of reuse of existing product for reselling. Shipping cartons are made up of
recycled paper boards.
 Recycle: It insists on relying on recycled materials and supplies or packing materials. It
may mean using materials made from already discarded products so that environment can
be protected from huge burden of garbage.

GREEN MARKETING MIX

Similar to traditional marketing, firms use green marketing, to use the marketing variables and
get the intended response from the target audience.

Green Marketing mix consists of following:

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 Figure 1.1.6 Green Marketing Mix

1. Product mix:

Entrepreneurs wanting to exploit emerging green markets either: Identify customers

environmental needs and develop products to address these needs or will develop
environmentally responsible products to have less impact than competitors. The increasingly
wide variety of products on the market that support sustainable developments are:

 Products made from recycled goods, such as Quick‗ N Tuff housing materials made from
recycled broccoli boxes.
 Products that can be recycled or reused.
 Efficient products, which save water, energy or gasoline, save money and reduce
environmental impact.
 Products with environmentally responsible packaging, McDonalds, for example, changed
their packaging from polystyrene clamshells to paper.
 Products with green labels, as long as they offer substantiation.
 Certified products, which meet or exceed environmentally responsible criteria.
 Organic products-many customers are prepared to pay a premium for organic products,
which offer promise of quality. Organic butchers, for example, promote the added
qualities such as taste and tenderness.
 A service that rents or loans products-toy libraries

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2. Price mix:

Pricing is the critical element of the marketing mix. Most customers will only be prepared to pay
a premium if there is a perception of additional product value. This value may be improved
performance, function, design, visual appeal or taste. Environmental benefits will often be the
deciding factor between products of equal value or quality. Environmentally responsible
products, however are often less expensive when product lifecycle coast are taken into
consideration, for example fuel-efficient vehicles, water efficient printing and non-hazardous
products.

3. Place mix:

The choice of where and when to make products available will have significant impact on the
customers you attract. Very few customers go out of their way to buy green products merely for
the sake of it. Marketers looking to successfully introduce new green products should position
them broadly in the market place so they are not just appealing to a small green niche market.
The location must also be consistent with the image you want to project and allow you to project
your own image rather than being dominated or compromised by the image of venue. The
location must differentiate you from the competitors. This can be achieved by in-store
promotions and visually appealing displays or using recycled materials to emphasize the
environmental and other benefits.

4. Promotion mix:

Promoting products and services to target markets include paid advertising, public relations,
sales promotions, direct marketing and on-site promotions. Smart green Marketers will be able to
reinforce environmental credibility by using sustainable marketing and communication tools and
practices. For example, many companies in the financial industry are providing electronic
statements by email; e-marketing is rapidly replacing more traditional marketing methods and
printed materials can be produced using recycled materials and efficient processes such as
waterless printing. Retailers, for example are recognizing the value of alliances with other
companies, environmental groups and research organizations. When promoting their
environmental commitment to reduce the use of plastic bags and promote their green
commitment, some retailers sell shopping bags and promote their green commitments.

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1.1.2 BENEFITS OF GREEN MARKETING

Today‗s consumers are becoming more and more conscious about the environment and are also
becoming socially responsible. Therefore, more companies are responsible to consumers'
aspirations for environmentally less damaging or neutral products. Many companies want to
have an early mover advantage as they have to eventually move towards becoming green. Some
of the advantages of green marketing are:

 It ensures sustained long term growth along with profitability.

 It saves money in the long run, though initially the cost is more.
 It helps the companies market their products and services keeping the environment
aspects in mind.
 It helps in accessing the new markets and enjoying the competitive advantage.
 Most of the employees also feel proud and responsible to be working for an
environmentally responsible company.
 Companies that develop new and improved products and services with environment
inputs in mind give themselves access to new markets,
 It also increase their profit sustainability, and
 Enjoy a competitive advantage over the companies which are not concerned for the
environment.

EVOLUTION OF GREEN MARKETING PRACTICES BY

COMPANIES IN INDIA

Green marketing in India has evolved over time, and several companies have implemented
various strategies to promote their environmentally friendly products and practices. Here is a
chronology of key events in the development of green marketing in India:

 1980s - 1990s: During this period, environmental awareness began to increase in India,
and the concept of sustainable development was introduced. Companies began to
incorporate environmental concerns into their business practices, but green marketing
strategies were not yet widely used.

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  2000s: The Indian government launched several initiatives aimed at promoting
environmental sustainability, such as the National River Conservation Plan and the
National Action Plan on Climate Change. Companies in India also began to adopt green
marketing strategies, such as reducing waste and emissions, promoting energy efficiency,
and using sustainable sourcing practices.
 2010s: The demand for environmentally friendly products continued to grow in India,
and companies increased their efforts to promote their green initiatives. Companies such
as Coca Cola and ITC Limited launched several eco-friendly products and initiatives to
promote sustainability.
 2015-2021: The Indian government launched several initiatives aimed at promoting
sustainability and reducing the country's carbon footprint, such as the Make in India
campaign, the Swachh Bharat Abhiyan, and the National Clean Energy Fund. Companies
also continued to adopt green marketing strategies, such as reducing packaging waste,
promoting renewable energy, and implementing sustainable sourcing practices.

1.1.3 CHALLENGES OF GREEN MARKETING

Many organizations want to turn green, as an increasing number of consumers' want to associate
themselves with environmental-friendly products. Alongside, one also witnesses confusion
among the consumers regarding the products. In particular, one often finds distrust regarding the
credibility of green products. Therefore, to ensure consumer confidence, marketers of green
products need to be much more transparent, and refrain from breaching any law or standards
relating to products or business practices. There are numerous challenges in the field of green
marketing. Some of the major hurdles are as following:

1. Need For Standardization:

It is found that very less percentage of the marketing messages from ―Green campaigns
are entirely true and there is a lack of standardization to authenticate these claims. There
is no standardization to authenticate these claims. There is no standardization currently in
place to certify a product as organic. Unless some regulatory bodies are involved in

21
 providing the certifications there will not be any verifiable means. A standard quality
control board needs to be in place for such labeling and licensing.

2. New Concept:

Indian literate and urban consumer is getting more aware about the merits of Green
products. But it is still a new concept for the masses. The consumer needs to be educated
and made aware of the environmental threats. The new green movements need to reach
the masses and that will take a lot of time and effort. By India‗s ayurvedic heritage,
Indian consumers do appreciate the importance of using natural and herbal beauty
products. Indian consumer is exposed to healthy living lifestyles such as yoga and natural
food consumption. In those aspects the consumer is already aware and will be inclined to
accept the green products.

3. Patience And Perseverance:

The investors and corporate need to view the environment as a major long-term
investment opportunity, the marketers need to look at the long-term benefits from his new
green movement. It will require a lot of patience and no immediate results. Since it is a
new concept and idea, it will have its own acceptance period.

4. Avoiding Green Myopia:

The first rule of green marketing is focusing on customer benefits i.e. the primary reason
why consumers buy certain products in the first place. Do this right, and motivate
consumers to switch brands or even pay a premium for the greener alternative. It is not
going to help if a product is developed which is absolutely green in various aspects but
does not pass the customer satisfaction criteria. This will lead to green myopia. Also if
the green products are priced very high then again it will loose its market acceptability.

5. Green Washing

In spite of its growing popularity, the green marketing movement faced serious setbacks
in the late 1980s because many industries made false claims about their products and
services. For instance, the environmental organization Corp Watch, which issues annually

22
 list of the top ten "green washing" companies, included BP Amoco for advertising its
―Plug in the Sun" program, in which the company installed solar panels in two hundred
gas stations, while continuing to aggressively lobby to drill for oil in the Arctic National
Wild life Refuge. Green marketing can be a very powerful marketing strategy though
when it‗s done right. Thus, in other words presenting a product or service as green when
it's not is called green washing.

6. Some Other Challenges Ahead In Green Marketing Are:

 Green products require renewable and recyclable material, which is costly
 Requires a technology, which requires huge investment in R & D
 Water treatment technology, which is too costly
 Majority of the people are not aware of green products and their uses
 Majority of the consumers are not willing to pay a premium for green products.

SCOPE OF THE STUDY

Green marketing is a relatively new concept, which involves the promotion of product and
services which are safe for the environment. It involves development, manufacturing, promotion,
distribution, consumption, and disposal of the product and services in a sustainable fashion so
that least damage is caused to nature.

The Fast Moving Consumers Goods (FMCG) is an important contributor to India‘s GDP.
Business and organizations have realized the importance of eco-sustainability, green marketing
and having competitive edge in market.

This study is carried out to understand the knowledge level about the strategies of Green
Marketing and its implication by Coca Cola. This study is also helpful for knowing the factors
what reasons are forcing company to adopt Green Marketing Strategies.

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NEED OF THE STUDY

Environmental problems have becoming a serious issue in India now-a-days. Resources to meet
unlimited wants are not enough and hence recyclable or renewable products will serve the
purpose. Green marketing strategies are gaining worldwide acceptance. Consumers view the
hypocrisy of producing wasteful and polluting advertising as a reflection of ethical ambiguity on
the part of businesses.

With changing environmental conditions, green marketing and ethics companies have to work
for the betterment of society. As industries are based on limited resources they have to find
alternatives to satisfy needs of the consumers. Hence green marketing is essential to achieve
organizational goals.

Therefore, this study will help in identifying the green marketing strategies that are adopted by
HUL and what benefits it will provides to customers in large.

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OBJECTIVES OF THE STUDY

 To understand about the concept and significance of Green Marketing

 To analyses Green Marketing Strategies adopted by Coca Cola
 To study the factors which affect Green Marketing Strategies of Coca Cola
 To examine major activities of Coca Cola towards environmentconservation

25
 COMPANY PROFILE

Coca cola co.

The Coca-Cola Company is the world‘s largest beverage company. The company own or
license and market more than 500 non-alcoholics beverage brands, primarily sparkling
beverage but also a variety of still beverage such as waters, enhanced eaters, juices and juice
drinks, ready-to-drink teas coffees, and energy and sports drinks. It own and market four of the
world‘s top five sparkling beverage brands: Coca-cola, Diet Coke, Fanta and Sprite. Finished
beverage products bearing our trademarks, sold in the United States since 1886, are now sold in
more than 200 countries.
The company make its branded beverage products available to consumers throughout the world
through our network of Company-owned or controlled bottling and distribution operations as
well as independent bottling partners, distributer, wholesalers and retailers—the world‘s largest
beverage distribution system. The company believes its success depends on its ability to
connect with consumers by providing them wide variety of choices to meet their desires, needs
and lifestyle choices. Their success further depends on the ability of people to execute
effectively, everyday.
The company‘s goal is to use Company assets – its brands, financial strength, distribution
system, global reach, and the talent and strong commitment of its management and associates –
to become more.
1. Sustainability
As a total beverage company, we are driven by our purpose to refresh the world and make a
difference. We grow our business in ways that drive positive change and aim to build a more
sustainable future for our planet.

26
Our Sustainability Progress
See our latest updates in the areas of water, packaging, climate and agriculture.
Giving people options and choices
From sparkling water to dairy, to refreshing soft drinks and natural juice, we offer over 200
brands worldwide, including reduced-sugar drinks and smaller packages.

27
 RESEARCH METHODOLOGY
The study will be based on previous years (2019, 2020 & 2021) secondary data collected from
different sources; the study is done with reference to two multinational companies Coca Cola and
PepsiCo.
Research Tools:
To determine the financial position and performance of the companies following ratios are used as
tools:
A. Liquidity Ratio: 1) Current Ratio
2) Quick Ratio or Acid Test Ratio
B. Leverage or Capital Structure Ratio:
1) Debt Equity Ratio
2) Proprietary Ratio
3) Fixed Assets to Proprietor‘s Fund Ratio
C. Activity Ratio or Turnover Ratio:
1) Stock Turnover Ratio
2) Fixed Assets Turnover Ratio
3) Working Capital Turnover Ratio
D. Profitability Ratio or Income Ratio:
1) Gross Profit Ratio
2) Net Profit Ratio

28
 DATA ANALYSIS & INTERPRETATION

1. Are you aware of the term green marketing?

a. Yes b. No c. Difficult to understand

Yes 45

No 35

Difficult to understand 20

Total 100

Data analysis

Yes
20 45
No
35
Difficult to
understand

29
2. Have you heard of any campaign related to Green Marketing?

a. Yes b. No c. Heard but not heed on that

Yes 53

No 31

Heard but not heed on that 16

total 100

Data analysis

16
Yes

No
53
31 Heard but not
heed on that

30
3. Have you been part of any such campaign?

a. Some time b. Every time c. Never

Some time 73

Every time 18

Never 09

TOTAL 100

Data analysis

9
18
Some time
Every time
73
Never

31
4. Do you consider the environmental aspects of the products before buying them?

a. Yes b. No c. Sometimes

Yes 59

No 26

Some times 15

TOTAL 100

Data analysis

100%
80%
60% 59
40% 26
15
Data analysis
20%
0%
Yes
No
Some
time

32
5. Do you think that Green Marketing activities are good at addressing environmental issues?

a. Strong Agree b. Agree c. Disagree d. Strong Disagree

Strong agree 41

Agree 23

Disagree 15

Strong disagree 21

TOTAL 100

Data analysis

50
40
30
20 41
10 23
0 15 21 Data analysis

33
6. Do you think that Green Marketing activities are good at addressing environmental issues?

a. Yes b. No c.Only up to certain limit

Yes 58

No 18

Only up to certain limit 24

TOTAL 100

Data analysis

24 Yes

58 No
18

Only up to certain
limit

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7. Do you think Green Marketing activities results in better products?

a. Yes b. No c. No idea

Yes 65

No 22

No idea 13

TOTAL 100

Data analysis
70
65
60
50
40
30 Data analysis
20 22

10 13

0
0 1 2 3 4

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8. Give rank to the following factors on a scale of 1-5 (1= lowest……. 5= highest)

How much the following factors had influenced to you buy green product?
Variables 1 2 3 4 TOTAL

Social balance 20 23 27 30 100

Emotional 15 18 45 22 100
attachment
Environment 35 27 18 20 100
friendly
Healthy 30 32 10 28 100
products image
TOTAL 100 100 100 100 100 /100

50
45
40
35 Emotional
30 attachment
25 Environment
20 friendly
15 Healthy products
10 image
5
0
0 10 20 30 40

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9. Do you think that Green Marketing strengthen company ‗s image in the mind of

Consumers ?

a. Strong Agree b. Agree c. Disagree d. Strong Disagree

Strong agree 27

Agree 39

Disagree 23

Strong disagree 11

TOTAL 100

Data analysis

11
27
Strong agree
23 Agree
Disagree
Strong disagree

39

37
10. Do you think that companies that focus on environmental concerns persuade consumers

to buy products?

a. Stationary product b. Vegetarian product c. Electronic product

Stationary product 43

Vegetarian product 39

Electronic product 18

TOTAL 100

Data analysis

Electronic product 18

Vegetarian product 39
Data analysis

Stationary product 43

0 20 40 60

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12. Do you think sometimes companies are trying to cheat customers in the name of green

Products ?

a. Yes b. No c. some times d. depend on company‘s policy

Yes 32

No 37

Some times 18

Depend on company‘s policy 13

TOTAL 100

Data analysis
45
40
35 37
30 32
25
20 Data analysis
18
15
13
10
5
0
0 2 4 6

39
 CONCLUSION

Significant change in the climatic condition results in a threat for the survival of the society. This
threat is shifting the buyer‘s consumption pattern from unsustainable to sustainable. This shift is
changing the buying behavior of the individual because their need is changing form
environmental harmful products to environmental friendly products. They are more concerned
about the environment protection. This transformation in consumer‘s behavior is compelling
corporate to think about the harmful impact of their activities on the natural environment of the
world. The rapid increase for the environment concern in last two decades is stressing companies
to prove the change to ensure the sustainable growth of the society.

Organizations are now aware with the fact that without adopting green in the core of their
strategy they cannot survive in the present competitive era. Indian FMCG companies are also
adopting "green" to retain their image in the market. The companies are involved in various
activities to show their concern for environment as well as society.

Companies like HUL, ITC started to produce Sustainability report of the companies to achieve
benefit and to develop a positive brand image it is required that benefit should be visible to the
consumer. Companies are trying different ways to get benefit from their green efforts. They are
redefining their marketing mix by introduction of green products and processes. But at the same
time it is necessary for the companies to understand that Green marketing should not overlook
the economic aspect of marketing. Customer is ready to pay the eco-premium but they have to
enhance the performance of their product and focus on the retention of the customer. Green
Marketing is still in the stage of childhood in the Indian companies. The lots of opportunities are
available in Indian market. Green marketing helps in the effective outcomes like cost cutting,
employee satisfaction, waste minimization, society welfare for the companies as well for society
also. Only thing required is the determination and commitment from the all the stakeholders of
the companies. It is the right time to adopt the concept of sustainable development in the
marketing mix of the companies and integrate them to save the planet from the upcoming risk.
Thus from the study of HUL through strategic model it can be understood that being so large and
so extensive in brands it has allocated equal importance to each of its "product and services.
Moreover being so evident in each of its segment which is widely used by Indian as well as
world wide customers; HUL is not only focusing in major brands but also on those brands which

40
are not performing well and new products are brought into market by viewing the importance of
Innovation in this changing environment. As bees are treated as social insects, committed to
prioritizing the colony‗s needs and working together. Such team work and a passionate
commitment to achieve a shared goal is what help HUL create milestones. Environmentalism has
fast emerged as a worldwide phenomenon due to rising evidence of environmental problems. In
the modern era of globalization, it has become a great challenge to keep the customers as well as
the consumers in fold and keep our natural environment safe and that is the biggest need of the
hour.

The growing social concern for the environment has emerged as a key concept in Marketing –
Green Marketing. Green Marketing incorporates a broad range of activities including Product
Modification, changes to the production process, packaging changes as well as modifying
advertising. The changing consumer‘s preferences with concern for future generations and
results of human activities require enterprises to have new decisions and creative ways of
creating competitive edge in the market.

The Fast Moving Consumers Goods (FMCG) is an important contributor to India‘s GDP and it is
the fourth largest sector of Indian Economy. Business and organizations have realized the
importance of eco-sustainability, green marketing and having competitive edge in market.

Therefore, the study ―Strategic GREEN MARKETING and its implication by COCA COLA‖ is
relevant to know the various green marketing strategies adopted by the company and
Consumer‘s Preference for the Green Products. This study is also helpful for knowing the factors
what reasons are forcing companies to adopt GREEN.

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 SUGGESTION

The changing consumer‘s preferences with concern for future generations and results of human
activities require enterprises to have new decisions and creative ways of creating competitive
edge in the market.

 The Government should make efforts so that business enterprises adopt Green
Marketing as a moral responsibility and not mere a compulsion.
 Companies should remain ethical and their pricing, promotion policies, responsibility
towards environment and their marketing practices should reflect their green behaviour
in order to establish their claim to be environmentally responsible to the stakeholders.
There should be strict monitoring on them.
 Consumer companies should be more environment friendly. They should organize
ecofriendly programmes to create awareness among employees, customers and other
stakeholders about the need for protecting environment. For this purpose, the FMCG
companies should be very alert and vigilant about those who fail to abide by the fixed
parameters.
 For monitoring, observing and evaluating the customers purchasing behaviour, their
responsibility towards the environment, perception towards the companies – an
environmental impact cell should be constituted to identify the problems and chalk out
solutions to issues related to environmental management.
 The green FMCG companies have to educate the masses through advertising that lays
emphasis on green products and their usefulness to customers. This kind of advertising
goes a long way in educating the masses and promoting the concept of green products
among the people.

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