A STUDY ON STRATEGIC GREEN MARKETING AND ITS

IMPLICATION BY HINDUSTAN UNILIVER LIMITED

MARKETING:

Marketing refers to activities undertaken by a company to promote the buying or selling of a

product or service. Marketing includes advertising, selling, and delivering products to consumers
or other businesses. Some marketing is done by affiliates on behalf of a company. Professionals
who work in a corporation's marketing and promotion departments seek to get the attention of key
potential audiences through advertising. Promotions are targeted to certain audiences and may
involve celebrity endorsements, catchy phrases or slogans, memorable packaging or graphic
designs and overall media exposure. At its most basic, marketing seeks to match a company's
products and services to customers who want access to those products. The matching of product
to customer ultimately ensures profitability.

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 itself or
produced in an environmentally friendly way, such as:

• Being manufactured in a sustainable fashion

• Not containing toxic materials or ozone-depleting substances
• Able to be recycled and/or is produced from recycled materials
• Being made from renewable materials (such as bamboo, etc.)
• Not making use of excessive packaging
• Being designed to be repairable and not "throwaway"

PURPOSE OF STUDY:

Environmental problems have become 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 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 companies and what benefits it will provide to customers in large.

COMPANY DETAILS:

Hindustan Unilever Limited (HUL) is a British-Dutch manufacturing company headquartered

in Mumbai, India. Its products include foods, beverages, cleaning agents, personal care products,
water purifiers and consumer goods.

HUL was established in 1933 as Lever Brothers and following merger of constituent groups in
1956 was renamed as Hindustan Lever Limited. The company was renamed in June 2007 as
"Hindustan Unilever Limited".

REASON FOR SELECTION OF THE COMPANY:

• Hindustan Uniliver Limited is most trusted company

• It is a well-known brand
• It is in the market for long period of time

OBJECTIVES OF THE STUDY:

• To find out the level of awareness in consumers in relation to Green products.

• To study the factors which are forcing companies to adopt Green marketing strategies.
• To analyse Green marketing adopted by the selected company (i.e. HUL)
• To list out consumers benefits in adopting Green Marketing Strategies.