Project Green Market Ting

RESEARCH PROPOSAL
1.0 Proposed Title: Green marketing on corporate strategic A comparative study of two Indian companies
2.0 Background of the problem:
Green marketing is relatively new focus in business endeavors and came into prominence only in the late eighties (Ottman 1998). Since the mid-nineties, environmental legislation has increased, leading to a higher level of awareness of environmental issues in the business domain and many corporations being required to consider the issues in their strategic planning in order to meet stricter environmental standards. The past decade has shown that harnessing consumer power to effect stricter environmental change is far easier said than done. The socalled "green-consumer" movement in the United States has struggled to keep afloat by not quite being able to reach critical mass not being at the very fore-front of shopper's minds.
Ken Peattie (1999) defined environmental marketing in terms of customer satisfaction in a sustainable fashion which refers as the holistic management process responsible for identifying, anticipating, and satisfying the requirements of the consumers and society, in a profitable and sustainable way. However, the definition provided by the Charter (1992) adds a strategic dimension to the concept other than customer satisfaction and stressed the importance of a long term perspective and the role played by stakeholders. According to Charter (1992), green marketing is defined as greener marketing is a holistic and responsible strategic management process that identified, anticipates, satisfies and fulfil stakeholder needs, for reasonable reward, that does not adversely affect human or natural environmental well being. In India, there is an increased awareness and interest on green marketing strategies as evident from the sharp increase in number of ISO1400 companies. The first indication of consumer interest in green products came through the study conducted by Peattie (1999) which indicated that in India for environmental protection almost 56 percent of the people are willing to pay. In another survey conducted by Gallup, revealed that Indians want their country to address
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issues related to environmental. Traditionally, the market strategy of the company was to increase the profit (Peattie 1999, p.57) but early nineties there is a change in the firms strategy where the company must consider the effect of its action on all stakeholders including animals and nature (Klonoski, 1991). Green-marketing, as a concept is pretty nascent, and as a consequence, it has not been extensively explored/researched to the extent it should have, particularly in India. Thus, this made the researcher to study the marketing strategies adopted by the Indian companies
2.3. Aim: To examine the green marketing strategies adopted by companies
2.3.1. Objectives: 1. To understand how the green marketing strategies are developed by the two companies 2. To analyze the benefits of having green marketing strategies
2.3.2. Research questions In order to fulfill the objectives, the study had following research questions 1. How two companies segment their market based on the consumer tendencies towards green marketing? 2. How green market strategy is chosen for the companies? 3. How marketing mix is influenced by the choice of green marketing strategy? 4. What are the advantages that companies obtain by the adoptions of green marketing strategy?
In order to fulfill the research questions I have chosen two leading companies engaged in India, both of which are reputed brand names in consumer goods and initiated the green marketing concept in relatively same time frame.
3.0 Literature Review The review of literature provided scientific theories and cites various literatures that was done elsewhere in related green marketing strategies adopted by the companies which will in turn help to provide foundation for analysis and discussion
According to Ginsberg & Bloom (2004), the first step is to gain rich understanding on consumer preferences towards green marketing i.e., whether the development of product that has green attributes is better selling point to target consumers. Various studies have showed that to know the target green market segment better, there is need for appropriate individual consumer tendencies towards green marketing (Fuller, 1999, p330-331; Coddington, 1993, p.83). There is no one single strategy that will work for all companies, it all depends on the own individual objectives, target market, resources etc (Polonsky & Rosenberger, 2001).
The development of green marketing strategy to a company is complex. Studies have showed that green marketing as a creating opportunity to innovate in ways that make a difference and at the same time achieve business success (Grant,2007 p.10). Various authors has proposed different models to develop strategy that includes the green marketing grid (Grant, 2007, p.10, 59) and the green marketing strategy matrix (Ginsbgerg & Bloom, 2004). Further, holistic and integrated approach is necessary to implement green marketing strategies in all areas of the marketing mix was emphasized by Polonsky & Rosenberger (2001).
Companies can able translate those concerns into action through marketing mix only if they are truly committed to environmental concerns. There is an argument exists in implementation of strategy that are considered to be environmentally superior that creates competitive advantage by stimulating innovation and tapping into concerns of consumer (Porter & Van der Linde, 1995; Elkington, 1994). According to Fuller (1999, p.39), companies that do not implement innovative green marketing strategy will struggle to tough emerging global market and moreover viewed as uncompetitive and unresponsive. Study by Jacquelyn Ottman (1993) reveled that practicing green marketing helps the companies to increase their market share and also gain more profit. In addition, the author further states that the companies will offer some personal rewards indirectly to people like integration of their own value into work place. Further several benefits are offered due to implementation of green marketing strategies such as reduction of trade barriers, few health and safety impacts; improve community and employee relation, environmental improvement and accurate information (Kuhre, WL, 1995)
In order to understand the repose of UK and German companies to environmentalism, a study was conducted by Pujari and Wright (1996). The results showed that the importance of organization structure in implementing market strategy and companies also vary by their environmentally conscious product design dimensions and this made the authors from that study to recommend the importance of supportive structure in place for effective implementation. Further Walley and Whitehead (1994) argued that greening strategy is difficult to do in practice. In order to be optimizing the economic return on their investment, companies must develop their strategies that transform environmental investment into sources of competitive advantage (Orsato, 2006). Given that there is urgent need for development of marketing strategies that can earn sustainable advantage in terms of profit to the firms and minimal impact on the environment. Thus, the study will attempt to provide an overall understanding of the marketing strategies both in terms of consumer and organization perspectives
4.0 Methodology 4.1. Research approach: The researcher adopted case study approach for the present thesis in order to gain deeper insights into events such as how green marketing strategies can be developed and reasons for companies to adopt green marketing. When focusing on one or few research units with purpose of achieving in depth information, the preferable approach is case study (Denscombe, 2000, p43). As stated by Yin, when researcher has little control over events and when the focus in on a current phenomenon in a real life context and further to answering how or why questions, case study is the preferred approach (referred by Ghuari & Grinhaung 2005, p115). The researcher decided to conduct a comparative study of two Indian companies due to descriptive nature of the thesis. Hence, the research approach adopted was qualitative one. As stated by Holme and Solvang (1997), a qualitative method makes the researcher to understand and interpret the qualitative nature of the data that stands in the centre. The first step of the qualitative portion of the research will involve an in-depth study and review of the extant
literature
and
techniques
applicable
to
the
specific
research
problem,
including
operationalisation of environmental issues within the marketing mix and strategies developed by the companies. The objective is to fully understand how the companies develop marketing strategies to sustain in competitive market. 4.2. Case selection
Based on the observations as made in the earlier studies as mentioned in our literary review we selected two leading companies engaged in consumer products marketing in India. The researcher used convenient sampling method to select two companies engaged in consumer products in India and who have green marketing strategy already in place. These are i) Blue Star and ii) Philips India Blue Star is the largest single source of air-conditioning equipments in India. They completely phased out their CFC using Centrifugal chillers They are using HCFC instead which have to be much less ODP (Ozone Depletion Potential) Philips India has been using a corporate wide eco-vision program since 1998.The program require each business group under its purview should design or redesign one flagship product every year. A few energy efficient products that has been designed as a result are KALA and DECT telephones, a 32 inch TV set, and a video cassette recorder among them
4.3.
Sample size
Although Walker (1985) suggested 20-40 in-depth interview are required for the qualitative research. Due to limitation of time frame allocated for the present study and the cost involved, the research will conduct interview from 10 managers / executive managers and 5 from each companies. The size of the sample for the qualitative study was determined when saturation was reached for theory and information, and anything new being added.
4.4.
Data collection
Primary data: In order to gather the necessary data and also provide profound insight into the topic of strategic green marketing, the researcher considered interviews to be the most suitable way
(Denscombe, 2000, p.132). The interview method was chosen for the present study reason being permit face to face contact with respondents (Bryman & Bell 2007); to obtain new insights, yield richest data, explore the topic in depth, flexibility to the interviewer in administering interview to particular individual, help in clarification of questions and cognitive aspects of the response. However there are disadvantages with reference to the interview method like selective perceptions, recall error, inconsistencies due to flexibility, information collected would be too large to construct the theme, transcription would be difficult (Yin 2003;Crescwell 2007;Newman 2003)
To collect data from the interviewees author proposed to use semi-structured interview guide as the very fact that interview questions were expected to vary due to the act that the cases had very different strategies. According to Walshman (1995) interviews allow the best access to the interpretations that the participants have regarding the actions and events, which have or are taking place and the views and aspirations of themselves and other participants. In qualitative method there is an added advantage, as it allows the researcher to go back and evaluate the interpretations provided by the interviewee or the respondent in some detail where other methods in general do not allow. Interviewee will be conducted among managers of the companies who are mere responsible for the development of green marketing strategies. Interviews were noted down by the researcher by taking extensive notes and also simultaneously recorded. Tentative questions (Semi-structured) 1. What is your core business? can you explain it briefly? 2. When you have started to implement environmental standards to your business? 3. How your existing products different from green products? 4. Who are your customers? Secondary data collection Secondary data was collected from different website, annual reports, books, journals and articles, websites, newspapers, magazines, case studies. The aim of this data collection is to find out the related data regarding strategies adopted by the Trident solutions. The data thus obtained will be an essential part of the dissertation topic.
4.5.
Pilot study:
A pilot study was conducted among interviewees to make sure that the terminologies used are correct and appropriate. Interview will be conducted in person using face to face method, as this will help the interviewer to ask as many questions which were not in the interview guide depending on the respondents answers (Denscombe, 2000, p.135).
4.6.
Data analysis
The data was analyzed using content analysis. After the interview completion, data reduction was undertaken in order to identify the patterns and themes in order to gain insight and understanding. Data was coded, examined, compared and categorized based on the research questions (Ghauri & Gronhaug, pp. 2005). If further data are required or new question arose, then further data collection will be undertaken. Throughout the analyzing process, comparison was done to find differences, similarities and meaning (Ibid, p.209).
References Ackerstein, Daniel S. and Lemon, Katherine A. (1999), Greening the Brand: Environmental Marketing Strategies and the American Consumer, in Charter, M. and
Bryman, E. & Bell, A (2007), Business Research methods. Oxford University Press Inc., New York.
Creswell, JW (2003) Research Design: Qualitative, Quantitative and Mixed Method Approaches. California: Sage Publications.
Ottman, Jacquelyn (1998), Green Marketing: Opportunity for Innovation, 2nd Ed., Lincolnwood, IL: NTC Business Books.
Peattie, Ken (1999), Trappings versus substance in the greening of marketing planning, Journal of Strategic Marketing, 7, 131-148.
Polonsky, M.J., eds., Greener Marketing: A Global Perspective on Greening Marketing Practice, Sheffield, U.K.: Greenleaf Publishing.
Klonski RJ (1991). Foudnational considertional in the corporate social resposnility debate. Business Horizons, 34 (4), 9-18
Ginsburg JM & Bloom, O. (2004). Choosing the right marketing strategy. MIT sloan Management Review, 46(1), 79-84
Fuller, Donald A. (1999), Sustainable Marketing: Managerial-Ecological Issues, London, Sage Publications
Coddington, W.(1993). Envroeonmtal marketing:psoitve strategies for reaching the green consumer. New York, NY:MCGraw-Hill, Inc
Grant, J. (2007) The green marketing manifesto. Cornwall:TJ International Ltd.
Pujari, Devashish and Wright, Gillian (1999), Integrating Environmental Issues into
Product Development: Understanding the Dimensions of Perceived Driving Forces and Stakeholders, Journal of Euromarketing, 7,4,43-63
Kuhre WL. (1995). ISO 14020s Environmental Labelling Marketing. Prentice-Hall: Englewood Cliffs, NJ.
Walley, N. & Whitehead, B. (1994). Its not easy being green. Harvard Business Review, 72 (3), 46-51
Orsato, R. (2006). Competive environemtal strategies: When does it pay to be green? Californina Management Review, 48(2), 127-143
Ghuari, O., Gronhaug, K. (2005). Research methods in Business studies: A practical guide Thist Edition. Harlow: Financial Times/Prentice Hall.
Dean, T, Brown, RL & Bamford, CE 1998, Differences in Large and Small Firm Responses to Environmental Context: Strategic Implications from a Comparative Analysis of Business Formations, Strategic Management Journal, vol.19, no. 8, pp. 709723.

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Project Green Market Ting

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RESEARCH PROPOSAL

2.0 Background of the problem:

2.3. Aim: To examine the green marketing strategies adopted by companies

Grant, J. (2007) The green marketing manifesto. Cornwall:TJ International Ltd.

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