Final Green Marketing

Green Marketing Initiatives

Introduction

• The term Green Marketing came into dominance in the late 1980s & early 1990s

• GM began in Europe in the early 1980s when certain products were found to be harmful to the environment and society as a whole.

• Consequently new types of products were created, called "green" products, that would cause less damage to the environment

3 phases of GM• 1st-was termed as "Ecological" green marketing, to help solve

environment problems through remedies.

• . 2nd- "Environmental" green marketing with focus on clean technology that involved designing of innovative new products, which take care of pollution and waste issues

• 3rd-"Sustainable" green marketing came into prominence in the late 1990s and early 2000 where it becomes necessary for companies to produce environment friendly products as the awareness for such products is on the rise as customers are demanding eco-friendly products and technologies.

Green Marketing

• “The Marketing of products that are presumed to be environmentally safe.”

• Thus green marketing incorporates a broad range of activities:– New product development– Product modification– Changes to the production process– Packaging changes– Modifying advertising

Indian scenario

• India is growing at 9% annually and expected to double its energy consumption between 2005 and 2030, is under pressure to take action for providing clean environment for all future generations to come.

• Many Indian companies have come forward for the cause of environmental concerns and issues requiring immediate attention like: global warming, Water and Air pollution, E-waste.

About TATA Group

• Founded by Jamsetji Tata in 1868, Tata companies have always believed in returning wealth to the society they serve.

• The Tata name has been respected in India for 140 years for its adherence to strong values and business ethics

• Tata companies operate in seven business sectors: communications and information technology, engineering, materials, services, energy, consumer products and chemicals

• The total revenue of Tata companies, taken together, was $70.8 billion (around Rs325,334 crore) in 2008-09, with 64.8 per cent of this coming from business outside India, and they employ around 363,039 people worldwide

TATA companies with green marketing initiatives

TATA Group

Tata Motors TCS Tata

PowerTata

housingTata

steel Tata

chemicals

GREEN MARKETING INITIATIVES BY TATA MOTORS

• Car runs on compressed air • Tata Motors is setting up an eco-friendly showroom using

natural building material for its flooring and energy efficient lights. The project is at a preliminary stage.

GREEN MARKETING INITIATIVES BY TATA MOTORS

• An Eco-friendly consumer product that is launched is Tata Nano EV.

• TATA motors also introduced Indica Vista EV an electric car that will run on polymer lithium ion batteries in select European countries

Tata Motors charts green drive for JLR

• Tata Motors is charting a strategy for a 25 per cent carbon dioxide reduction in its Jaguar and Land Rover models

• The company has taken into account volatile fuel pricing, continuing legislation on emission and taxing while focusing on its green initiatives

• Jaguar has already displayed the Limo Green concept- electric motor running on lithium-ion batteries. On a single charge, the Limo-Green can travel up to 30 miles on electrical power alone

Taj hotels• The Taj chain, is in the process of creating eco rooms which

will have energy-efficient mini bars, organic bed linen and napkins made from recycled paper.

• There won’t be any carpets since chemicals are used to clean those.

• when it comes to illumination, the rooms will have CFLs or LEDs.

• About 5% of the total rooms at a Taj hotel would sport a chic eco-room design.

• One of the most interesting innovations has come in the form of a biogas- based power plant at Taj Green Cove in Kovalam, which uses the waste generated at the hotel to meet its cooking requirements.

GREEN MARKETING INITIATIVES BY TATA STEEL

• Tata Steel aims to reduce carbon dioxide emissions at its Jamshedpur plant from the current 1.8 tonne to 1.7 tonne per tonne of liquid steel made by 2012. The ideal global benchmark though is 1.5.

GREEN MARKETING INITIATIVES BY TATA POWER

• India’s Tata Planning a ‘Nano’ Wind Turbine to Boost Distributed Power Generation ( JUNE 2010)

GREEN MARKETING INITIATIVES BY TATA CHEMICALS

• Tata Chemicals Aquired The Marketing Rights For Joil Pte’s Jatropha Seedling Growth Technology (Nov 2008)

GREEN MARKETING INITIATIVES BY TATA HOUSING

• Tata Nano Housing (Dec 2009)• Tata Housing’s projects are certified for

Leadership in Energy and Environment Design in order to be as environmental-friendly as possible.

GREEN MARKETING INITIATIVES BY TCS

• Mining and Metal Industry contributes to approximately 4-5% of the total world GHG emissions.

• TCS has designed and developed a comprehensive solution – “Greening for Future” approach

• TCS acts as a catalyst to achieve its vision of Green Manufacturing using strategic levels of IT which focuses on three main areas –– Green Intelligence– Green Transportation and logistics, and– Green IT Consulting

• The Banyan Park facility of Tata Consultancy Services was designed with a vision to create a world-class InfoTech facility without destroying the natural habitat

TATA GREEN BATTERY• The partnership of Tata Auto Comp Systems Ltd and GS Yuasa

International (GYIN), Japan, announced the launch of 'Tata Green', environment-friendly automotive batteries based on calcium-calcium technology, manufactured in Pune.

• These ‘Green’ batteries do not require any kind of top-ups or even maintenance for the first one lakh kilometer.

• The unique design of calcium-calcium battery minimizes water loss, reduces self-discharge, increases storage time and provides best protection from acid spillage and sparks.

• The product is enhanced with features like longer battery life and shelf life (more than 90 days) as compared to traditional batteries, high levels of vibration resistance on all types of Indian roads, ability to withstand extreme temperatures, higher cranking power for instant starts and truly maintenance and hassle free performance.

OTHER INITIATIVES

• Tata Power stated that of the total power it would generate in the next 10 years, 25% would be from renewable energy sources.

•  Tata Motors is collecting environmental and energy data across its dealer and supply chain to compute their carbon footprint and identity opportunities for cutting down on carbon dioxide emission. 

CONCLUSION

• Marketers have the responsibility to make the consumers understand the need for and benefits of green products as compared to non-green ones.

• Green marketing should pursued with much greater vigor, as it has an environmental and social dimension to it.

• Green marketing assumes even more importance and relevance in developing countries like India.

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