Submitted by:
Neha bhatkal
Msc CR (CRANFIELD)
Rno. 31

Green marketing is the marketing of products that are presumed to be environmentally safe. Thus green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. Yet defining green marketing is not a simple task where several meanings intersect and contradict each other; an example of this will be the existence of varying social, environmental and retail definitions attached to this term. Other similar terms used are Environmental Marketing and Ecological Marketing
HISTORY :
The term Green Marketing came into prominence in the late 1980s and early 1990s.
The American Marketing Association (AMA) held the first workshop on "Ecological
Marketing" in 1975. The proceedings of this workshop resulted in one of the first books on green marketing entitled "Ecological Marketing ".
The first wave of Green
Marketing occurred in the 1980s. Corporate Social Responsibility (CSR) Reports started with the ice cream seller Ben & Jerry's where the financial report was supplemented by a greater view on the company's environmental impact. In 1987 a document prepared by the World Commission on Environment and Development defined sustainable development as meeting “the needs of the present without compromising the ability of future generations to meet their own need”, this became known as the Brundtland Report and was another step towards widespread thinking on sustainability in everyday The past decade has shown that harnessing consumer power to effect positive environmental change is far easier said than done. The so-called " green consumer " movements in the U.S. and other countries have struggled to reach critical mass and to remain in the forefront of shoppers' minds While public opinion polls taken since the late 1980s have shown consistently that a significant percentage of consumers in the U.S. and elsewhere profess a strong willingness to favor environmentally conscious products and companies, consumers' efforts to do so in real life have remained sketchy at best.
claims it is the world’s first mobile phone made using post-consumer recycled plastic; in this case plastics comprising of recycled water bottles. The W233 is also claimed as the world’s first carbon neutral phone. Announced at CES on
January 6, 2009, its plastic housing is also 100 percent recyclable.

Affiliates
Through an alliance with Carbonfund.org
, Motorola has offset the carbon dioxide required to manufacture, distribute and operate the phone via investments in renewable energy sources and reforestation. After an extensive product life-cycle assessment, the W233 earned Carbonfund.org’s CarbonFree Product Certification
Recycling
The focus on use of natural resources extends to the packaging, which was reduced by 22 percent during design. All materials inside the box are printed using vegetablebased inks on 100 percent post-consumer recycled paper. A postage-paid recycling envelope is also included, so consumers can send off their old phone for recycling at no extra cost, promoting future environmental responsibility.
Technology
The W233 uses CrystalTalk technology to amplify your conversation and help reduce background noise. CrystalTalk technology uses sound enhancement algorithms embedded within digital signal processor chips that enhance clarity and quality with both speaker and articulation
MOTO W233 Renew delivers the quality you expect from a Motorola device while empowering you to reduce your carbon footprint. Not only is the plastic housing of
Renew made from plastics comprised of recycled water bottles and 100 percent recyclable, but it is also the world’s first carbon neutral phone. Through an alliance with
Carbonfund.org, Motorola offsets the carbon dioxide required to manufacture, distribute and operate the phone through investments in renewable energy sources and reforestation. The phone has earned Carbonfund.org’s
CarbonFree*product certification after an extensive product life-cycle assessment.
Renew was designed for eco-conscious consumers as well as the millions of people who put making phone calls as their number one priority in a mobile phone. With nine hours of talk time, CrystalTalk technology and messaging capabilities, Renew makes environmental responsibility affordable for consumers everywhere. Renew will first be available at T-Mobile USA in Q1 2009
Commitment:
Motorola is committed to environmental responsibility and accepts any mobile phone or accessory for recycling, which helps recover valuable materials for reuse and reduces environmental impact. When designing the packaging, Motorola was

able to reduce its size by 22 percent and the box and all of the materials inside are printed on 100 percent post-consumer recycled paper.
INITIATIVES
ONGOING COMMITMENT TO REDUCE ENVIRONMENTAL FOOTPRINT
Motorola continues to engage in and explore opportunities such as increased recycling and less packaging, for example, to help customers reduce their environmental impact.
 The company offers take-back programs in 70 countries globally, covering more than 90 percent of its global mobile phone unit sales.
 In 2008 alone, Motorola collected more than 2,560 tonnes of electronic equipment waste for recycling, including take-back recycling programs for its products, internal recycling efforts and community events sponsored by Motorola.
 In 2008, the company launched an initiative to reduce environmental impact in its freight packaging by packing more products per case, double stacking pallets and using lighter cardboard boxes versus wood crates.
Motorola is involved in voluntary climate change programs and has a strong commitment to improving social and environmental conditions in its supply chain.
In 2003, Motorola became a founding member of the Chicago Climate Exchange
(CCX) which is an innovative voluntary but legally binding greenhouse gas (GHG) emissions reduction, registry and trading system. In 2007, the company committed to CCX Phase II, whereby it has agreed to track and report GHG emissions and to achieve a 6 percent reduction in our GHG emissions by 2010, below a year 2000 baseline. This commitment, and the additional international operating locations it includes, makes Motorola the first global member of the CCX.
 Since 2004, Motorola has participated in the Carbon Disclosure Project, which encourages companies to report on GHG emissions and actions to mitigate them.
 Motorola is a member of the Global e-Sustainability Initiative (GeSI), an industry effort to improve the sustainability and energy efficiency of the information and communication technology (ICT) sector.
 The company requires high labor and environmental standards in our own operations, making concerted efforts to drive improvement, and Motorola expects its suppliers to do the same as reflected in its supplier code of conduct.
 Motorola monitors compliance with our code through an assessment and audit program; the company conducted 80 detailed on-site supplier audits in 2008.
 Since 2005, Motorola has reduced its carbon footprint by 20 percent by purchasing renewable energy, implementing energy-saving measures and consolidating facilities. In 2008, Motorola’s carbon footprint totaled 535,377 tonnes
(metric tons) CO2 equivalent, compared to 671,791 tonnes in 2005, a 20 percent

reduction. Currently about 15 percent of Motorola’s global electricity comes from renewable resources. The company’s goal is to increase its global purchase of electricity from renewable sources to 20 percent by 2010 and to 30 percent by
2020.
We aim to design our products to use less energy, to contain environmentally preferred materials and to be highly recyclable. Our global take-back programs collect electronic equipment for reuse and recycling.As stated in our vision , we have set targets to reduce emissions and waste from our operations. These include goals to reduce energy use and our impact on climate change.
OTHER PRODUCTS
MOTO™ W233 Renew
See how Motorola's greenest phone yet keeps people connected with less impact on the environment.
MOTOCUBO A45 Eco
Ultra-stylish, carbon neutral,
PVC- and BFR-free phone optimized for messaging and social networking.
U.S. EPA Award Winner
Motorola wins 2009 U.S. EPA
Green Power Partnership Award for its renewable energy commitment.
First LEED Facility in India
Motorola's factory first to receive
LEED certification in India by the
Indian Green Buildings Council
IMPACT ON ENVIONMENT
Environment: Motorola establishes U.S. Take-Back Recycling Program for enterprise mobility solutions customers
Motorola, Inc.
has announced that it has established a take-back recycling program for its U.S. Enterprise Mobility Solutions (EMS) customers to help them responsibly dispose of used equipment. The products covered in the program include all Motorola-branded enterprise mobility equipment, such as mobile and portable two-way radios; handheld mobile computers; barcode scanners; imagers; in-vehicle mobile workstations; accessories; network infrastructure equipment; and computers, laptops and monitors. Batteries are also included but must be removed from the equipment before they are shipped for recycling. There is generally no cost incurred by the customer; however, freight charges may be applied in some cases.

BENEFITS:
MOTO™ W233 Renew Fact Sheet :

Renew: Re-use, Recycle

Carbon Free Product Certification

Minimize Environmental Waste

Talk More, Charge Less, Conserve More

A Commitment to the Environment
 CrystalTalk™ Technology