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Locate a recent news article (dated within the last six months) about a company that employs...

Locate a recent news article (dated within the last six months) about a company that employs sustainable development or production methods to attract consumers (i.e. green marketing plan). presenting the company, its sustainable development/production method and then analyze whether or not this marketing plan is a rewarding approach for the organization.

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Todays businesses are not just looking at generating more profits or increasing sales. They are also finding ways to reduce their carbon footprint. Green marketing helps businesses find sustainable ways to do business When we talk of a business being sustainable, we refer to the amount of positive and/or negative impact it has on the environment. A business that follows a set of progressive and positive environmental policies is known as a sustainable business In green marketing, areas such as manufacturing, packaging transportation, and storage take center stage, with businesses trying to identify safe and environmentally-friendly ways to conduct their day-to-day operations W-a ractice: Global requlatory bodies constantly urge businesses to go green In fact, many of them make it mandatory for companies to incorporate green strategies in their operations. While it is evident that green marketing is the need of the hour, most businesses are actually unsure about the benefits it will bring them. Here are a few reasons why businesses should consider investing their time and money in green marketing Certain groups of consumers may not purchase your products because they are either unhealthy or they are polluting the environment. By improving your production practices and by focusing on the health benefits of your product, you can acquire new customer segments. siti Customers often consider green products to be of superior-quality, compared to products that arent marketed as green. Businesses can use this opportunity to position their product in the premium category. They can even charge their customers higher to recover the expenses incurred in implementing green practices In order to go green, businesses often have to rework and redesign their manufacturing practices and processes. They mayeven need to bring in new technology to support this change. These new processes and new technologies give businesses the ability to experiment with product development 4. Consum ducation and engagement become easier: Green marketing is a relatively new concept. Not all customers may be aware of it. When businesses go green, they can encourage their consumers to go green as well. Additionally, businesses can engage their customers through green marketing initiates. They can create contests where customers can provide solutions to burning environmental concerns. They can also release videos and podcasts to educate customers on using their products in a more environmentally-friendly way 5. Businesses can become market leaders and Implementing green practices will help businesses be product and process innovators, which may give them the much-needed competitive advantage. Soon, they may find themselves creating benchmarks for their competitors to follow. They may even become market leaders 6. Product innovations and unique positioning allow businesses to gain brand visibility. The more a business implements green practices, the higher will its visibility be. The higher the visibility, the greater is the brand recall value. TAKING EXAM WI The case discusses the evolution of environmentally sustainable Green IT practices at Wipro and its pursuit of IT for Green as a big business opportunity. Responding to criticism from government and non-government agencies, Wipro introduced an electronic waste clearance service in 2006for its customers. In June 2008, it unveiled an enterprise-wide charter called eco-eye to promote ecologically sustainable business practicesThe eco-eye blueprint embraced several goals to reduce the organizations carbon footprint, manage its water and energy efficiently, develop new benchmarks in recycling waste, minimize the use of hazardous substances, and motivate employees to follow green practices in their professional and personal lives. The scope of Wipros green initiatives included its internal infrastructure and operations; environment-friendly products, green computing solutions, and take-back services for its customers; as well as advocacy for e-waste legislation.

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