Green Marketing Strategies for Business Sustainability and Growth

This report provides a comprehensive overview of green marketing strategies, emphasizing their importance for business sustainability and profitability. It defines green marketing and its role in environmental protection, highlighting the impact of marketing activities on the environment and society. The report explores various practices such as adopting eco-friendly production processes, using sustainable packaging, and implementing green web hosting. It also discusses the SOSTAC model for implementing green marketing and the ways organizations and consumers can engage in responsible consumption, including education, awareness generation, and promoting green marketing. The report provides examples like K hind Holdings Berhard and suggests strategies to enhance energy efficiency, reduce waste, and promote sustainable development. The conclusion reinforces the benefits of green marketing, including increased profitability, customer loyalty, and a healthier environment.

Marketing Management

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Marketing management is defined as study of marketing concept in context of business.
This marketing management have focus on identifying effective marketing techniques and
management of organisation marketing resource as well as activities. Increase in competition and
globalisation has encouraged industries to execute international marketing activities by
formulating suitable marketing strategy. Green marketing is defined as process of producing,
selling goods and services which are based on their benefit to environment. It includes wide
range of activities such as modification in products, change in production process, packaging
material, modification in advertisement strategy. Green market intends to fulfil customer needs
and demands but with no harm to natural environment.
The report emphasizes on identifying various ways in order to assist organisation in
becoming greener and profitable. The study will include some examples in order to demonstrate
great marketing success. It will have focus on analysing the way firm and their clients can
engage in responsible consumption.
MAIN BODY
Green marketing concept is widely used in present Era in order to protect environment
from degradation. It is concerned with protection of ecological environment. This concept has
created lot of problems. Increase in marketing activities has resulted in high growth rate, which
has further encouraged mass production, increase in use of technology, use of unhealthy
marketing tactics and techniques to attract customer, all these factors have great impact on firm
profitability and success (Barrett and Weinstein, 2015.). This type of activities have negative
impact on society as well. With the help of such type of process and activities organisation can
not gain long term profits. There are following other fair practices which can assist business
entity in increasing their sustainability and profitability. It is required by enterprise to formulate
strategy in order to fulfil their responsibilities towards environment. Operating the concept of
green business is effective technique that has potential to create and lead positive change. It is
very essential for organisation produce organic products and to adopt effective marketing
technique. Marketing manager can conduct market analysis in order to identify the needs,
demand and expectation of customer. As this will assist marketing personnel in selecting
appropriate and suitable marketing techniques. The other practices that can be adopted by firm
for increasing sustainability and profitability are switching to post consumer waste such as paper
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and packaging. It is required by organisation to eliminate use of paper in packing material, for
stationery billing books etc. There are variety of use of paper in company. If it is essential for
company to use paper packaging than it should use eco friendly papers. It is very essential for
organisation to ensure that it is using labelled products that are marked as 100 percent Pcw as
these have the least impact on environment (Bahadir, Bharadwaj and Srivastava, 2015.).
For instance organisation dealing in beauty products should adopt the concept of green
marketing. It should have focus on identifying non-toxic options for producing eco friendly
products. As Non toxic goods are better for health as well as environment.
As the K hind Holdings Berhard company is engaged in producing electrical bulbs. It
should produce CFL and LED lights as these bulbs consumes less electricity and assists firm in
reducing its cost of production. Hence, increase in profit margins.(Chen and et.al., 2015)
Replacing outdated technology with advance green techniques. This strategy will help
firm in reducing various cost , increasing production as well as operational capacity and
enhancing efficiency. As all these factors are directly associated with the profitability and
sustainability of organisation. For instance K hind Holdings Berhard company has labelled it
products that contains the detail of energy saving. This has assisted business entity its growth. It
has also leaded to increase in enterprise contribution towards environmental protection. This has
allowed firm to communicate their objective and promote their brand in market. It has provided
organisation an opportunity to gain customer loyalty, increase market share and attract talented
employees. Advanced technological factors can help firm in reaching wide number of customers.
It is requirement by K hind Holdings Berhard organisation to make changes in logistic
management and should focus on chose effective transportation that have less impact on the
environment. Marketing manager should emphasize on selecting effective distribution and
advertisement channel that has less negative impact on society as well as environment.
The K hind Holdings Berhard enterprise can use green web hosting platform or should
adopt this concept as this will help business entity in promoting their products as well as services
in market and communicating their objectives. The companies that are referred to as green web
hosts has to execute various activities as utilization of renewable energy, planting trees, adopting
tactics in order top mitigate environmental costs.(Homburg, Jozić, and Kuehnl, 2015.)
It is required by company should develop their focus on recycling waste material
generated in manufacturing process and should produce recyclable product. The organisation can
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adopt or develop techniques for goods recovery and waste management. Enterprise can adopt
practice of green procurement. It is essential for marketing manager to review firm procurement
policies when selecting suppliers, analysing sources to promote products and services that are
produced sustainability and do not require excessive packing. SOSTAC model can be used by
marketing manager in order to identify to sustainable marketing strategy in order to implement
green marketing concept.
There are following ways organisation and customer can engage in responsible
consumption.
It is required by organisation and consumers to use resources effectively as well as
efficiently. Consumers and company should consider ecosystem services that are important for
living and minimising the effect of dangerous chemicals on health and environment. This will be
beneficial for both society and company>this activity will have other advantages as wee such as
economic benefit like increase in competitiveness, organisational and individual development,
increase in employment and improved health. Sustainable production and consumption are
required for the transition to sustainable development and green economy.(Jaramillo and
Spector, 2015.)
Wide range of tools and techniques are needed in order to facilitate sustainable
production as well as consumption. Education is the effective tool as through learning process
consumer will be able to gain knowledge, acquire values and skills that can assist them in
contributing towards sustainable development. It is required by K hind Holdings Berhard
enterprise to communicate clearly the complete information about products. As complete
information such as kind of labelling, consumer related data, products as well as company
details, online information etc. This will help consumer in fulfilling their responsibility towards
sustainable development. Generating awareness is another effective techniques that can be used
for engaging companies and consumer in responsible organisation. This awareness can be
generated through executing campaigns, organising seminars, advertisements etc. Use of internet
such as social media sites can be used for spreading information. Promotion of green marketing
is another method. As green marketing motivates production and selling of eco-friendly products
with the production of ecological balance. It also promotes the manufacturing of goods through
use of such technology that produces less pollution, conservation of energy, environment
protection, and minimum use of natural resources.(Kumar, 2016) It is essential for organisation
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to make changes in various process, activities, strategy and policies in order to achieve its
desired objectives. As K hind Holdings Berhard enterprise is manufacturing bulbs it need to
adopt advance technology as it will allow firm to promote energy efficiency benefits. Sustainable
production and consumption policy by consumer and organisation will lead to increase in
welfare gains from various economic activities such as marketing will further result in effective
utilisation of resources, prevention of degradation as well as pollution along life cycle and
enhance Quality of life. It is required by both company and consumers to adopt systematic
approach and cooperate with each other in order to fulfil their respective responsibilities in
effective manner. System approach can be used by enterprise operating in supply chain that
include producers and consumers. This approach intends to engage customers by the process of
generating awareness , raising as well as assisting them in identifying various ways they can
make use of products in effective manner and can improve their lifestyle. Awareness will help
consumers in developing understanding about various resources and analysing ways to prevent
wastage.(Kumar, 2015)
CONCLUSION
It has been concluded from the report that marketing management aims at sustainable
development. It intends to promote resource and energy efficiency. Green Marketing helps
organisation is their overall development and allow firm to increase its profitability as well as
sustainability. It provides company an opportunity to minimise future economic, social and
environmental costs. Concept of green marketing allows firm to attract customer, gain client
loyalty and maintain healthy relationship with their clients. Effective consumption allows
customer to analyse the importance of various resources and identify various to make effective
consumption in order to avoid wastage.
The assignment has provided various ways through which K hind Holdings Berhard
enterprise can increase its profitability and sustainability. Several methods has been suggested by
stuidy that can be adopted by organisation and consumers in order to reduce wastage.
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REFERENCES
Books and journals
Bahadir, S. C., Bharadwaj, S. G. and Srivastava, R. K., 2015. Marketing mix and brand sales in
global markets: Examining the contingent role of country-market characteristics. Journal
of International Business Studies. 46(5). pp.596-619.
Barrett, H. and Weinstein, A., 2015. Corporate entrepreneurship, the marketing mix, and
business performance. In Proceedings of the 1997 Academy of Marketing Science (AMS)
Annual Conference. Springer International Publishing.
Chen, Y. and et.al., 2015. Linking market orientation and environmental performance: The
influence of environmental strategy, employee’s environmental involvement, and
environmental product quality. Journal of Business Ethics. 127(2). pp.479-500.
Homburg, C., Jozić, D. and Kuehnl, C., 2015. Customer experience management: toward
implementing an evolving marketing concept. Journal of the Academy of Marketing
Science. pp.1-25.
Jaramillo, F. and Spector, P.E., 2015. Sunk Cost Effect, Escalation of Commitment and the
Principle of Fungibility: Consumers’ Reactions to Membership Cards. In Creating and
Delivering Value in Marketing. Springer International Publishing.
Kubacki, K. and et.al., 2015. A systematic review assessing the extent of social marketing
principle use in interventions targeting children (2000-2014). Young Consumers.16(2).
pp.141-158.
Kumar, M., 2016. Aesthetic principles of product form and cognitive appraisals: Predicting
emotional responses to beauty. The psychology of design: Creating consumer appeal.
pp.234-251.
Kumar, V., 2015. Evolution of marketing as a discipline: What has happened and what to look
out for. Journal of Marketing. 79(1). pp.1-9.
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