3. Introduction
Green marketing is a broader concept not a
narrowed one
Modification of existing process.
Green marketing define as marketing activities of
an organization which are associating sustainable
development with business growth opportunities.
4. Cont….
Green marketing not only to protect environment but
also to use firms resources efficiently & effectively,
for increasing market share.
The green marketing is first introduced in the late
1970s when the American Marketing Association
(AMA) organized the first ever workshop on
Ecological Marketing in 1975 which resulted in the
first book on the subject, entitled ‘Ecological
Marketing’ by (Henion and Kinnear) in 1976.
Honorable C.M of U.P. Akhilesh Yadav also promote
‘green’ buses. And plan to starts in most polluted
cities. (18 Feb. 2015 The Hindu Editorial)
5. Corporate initiatives in green
marketing
Philips India- Energy saving lights, Compact
Fluorescent lights (CFL).
Mahindra Reva- Electric Vehicle “e2o”.
Hewlett-Packard company- Energy-efficient
products and services.
Wipro Technologies- Sustainable IT products and
solutions, Recycled Plastic, Green ware ranges of
desktops.
McDonald- Use napkins, bags are made of
recycled paper.
Wal-Mart- first company to use recyclable cloth
shopping bags.
6. Cont…..
IKEA- Charge amount, when consumers opted
plastic bags and encouraged people to shop
using its “Big Blue Bags”.
Amul- Top Indian green brand by Global green
brands survey in 2010.
ITC Limited- Use green technology by producing
the products.
HUL- To make Sustainable living commonplace,
(work for better future for every day with brand &
services).
Coca-Cola pumped syrup directly from tank
instead of plastic which saved 68 million
7. Adoption of green marketing
In India around 25% of the consumers prefer
environmental-friendly products, around 28% may
be considered healthy conscious (Srikanth & Raju
2012).
64% of Indian consumers indicate that they plan
to spend more on green products. (Srikanth &
Raju 2012).
Plastic bags ban by government in many parts of
the country in 1999 by MOEF.
Government of India introduced CNG at Delhi in
2002 for all public transport system.
8. Review of Literature
Chen, Baolai & Tungwen (2006) purpose to explore
whether the performance of the green innovation
brought positive effect to the competitive advantage,
found that the performances of the green products
innovation were positively correlated to the corporate
competitive advantage. The result concludes that the
investment in the green product innovation and green
process innovation was helpful to the business.
Chen & Yi Lin (2008) examines that different
business situation and conditions, the optical green
marketing strategy can be easily chosen by firms
through our revised green marketing strategy matrix.
And conclude that CSR is still the most important
serious issue in business recently; firm should
integrate CSR into corporate culture with this
integration businesses can gain competitive
advantage & promote social image.
9. Cont….
Shetty, Mochi, and Vahoniya (2013)
examine that green marketing is not limited
up to only manufacturing the eco-friendly
products which are less harmful to people
and it is way to use the environment benefits
of a product or services to promote sales.
Kriti and Pooja (2013) examine the
conceptual framework of green marketing in
today’s global competition. The author said
that environment problem growing rapidly
and increases the economic development
with increase population, and concludes that
go with the green marketing.
10. Broad Issues Focused by Different
Researchers.
Chen, Baolai & Tungwen (2006) explore the
performance of the green innovation and positive
effect to the competitive advantage.
Yu-Shan-Chen (2007)- positively correlated firms
to their green innovation performance & green
image.
Thakur & Gupta (2012)- focus on how the trend
shift to traditional to green marketing from
customer perspective.
11. Reasons Why Companies to Adopt
Green Marketing.
Opportunities or competitive
advantage
Corporate social responsibilities.
Government pressure.
Competitive pressure.
Cost or profit issues.
12. Research Gap
Studies carried out on the subject mostly focusing
on consumers’ attitude, their perception and
awareness
Whereas, the present study is focusing on how
the competitive advantage can be gained through
green marketing orientation.
13. Objective of the study
To examine the green marketing orientation of
corporate sector.
To make comparison between two similar green
oriented firms to know their competitive edge.
To explore the conditions to gain better
competitive advantages.
14. Research Methodology
The present study is descriptive in nature.
Secondary data is used for this research.
The data collected from various sources like
research journals, online reports, company
annual reports, websites etc.
Competitive edge measured on the basis of their
sales volume and profit volume.
17. Conditions to better competitive
advantage
After analysis of data for both the firm with the
help of annual reports.
Sales volume and profits of Bata India is more, as
compare to the liberty India.
So the Bata is more competitive advantage as
compare to liberty.
18. Cont…..
They focused his cost, product modification as
well more work on corporate social
responsibilities.
Both the company increased competition very
fast in comparison to previous financial year and
they compete intensively with each other in Indian
shoe market.
19. Conclusion
The effort of both the company was a positive
way and they think on society and also see how
to save the climate and environment of the
society as well as organization.
This study revealed that Bata India is more
competitive advantage as compare with Liberty.
The sales and the profit volume of Bata is more
as compare with Liberty India.
