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Green Marketing: Opportunities and limitations of targeting the Green Segment- Case study of IBM

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59 pages
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  1. Introduction
  2. Literature Review
    1. Theoretical
    2. Journals - Publications
  3. Methodology
    1. Objectives of the research
    2. Types of research design
    3. Interview
    4. Survey
  4. Case study: IBM company
    1. IBM company main figures
    2. IBM values
    3. IBM history of progress
    4. IBM smart planet
  5. Results
    1. Analysis
    2. Limitations
    3. Further research
    4. Recommendations
  6. Conclusion

Abstract
Purpose - Intend to improve the knowledge base concerning the growing green market population.

Objectives - Assess the potentiality of targeting the green consumers in France and in India, by understanding their behaviors and expectations. Analyze the attitudes of customers towards advertising and the internet. Finally, the relevance of using segmentation relying on profile value.

Methodology - In order to meet our objectives properly, we used both quantitative and qualitative methods, focusing more on the first one as we needed to make correlations between different variables (attitudes, opinions etc.). The data was collected through chiefly an online survey carried out mainly among French and Indian people. The qualitative analysis was conducted through two interviews conducted to collect comments, ideas and recommendations concerning the topic and the realization of the survey.

Results - The survey showed that consumer population is ?greening': more than three out of four people are claiming to be part of the greener segments, and 85% of them consider that environmental friendly products or services are partially solutions to climate change issues. Most (98%) of the 458 respondents under survey were concerned by environmental issues, independently of age, country location or sex. And 83% agreed to pay in premium for green products or services but they needed to maintain their lifestyles with no compromise on either performance or quality. Three out of three said that ?green' advertising did not meet their expectations: 65% think that ads should propose solutions to protect the environment and 44% think that it should inform them. Finally, internet and relatives are the most used additional sources of information prior to a potential buying of a regular product or service. Differences in buying and consuming behaviors, depending on profile-value segmentation, were analyzed to help targeting markets by corporate brands.

Research limitations/implications- A greater sample and the use of a more sophisticated software analytical tool would have improved the accuracy of findings. Marketing efforts to answer individualism and freedom of consumers has to be taken into account in the emergence of new internet technology.

Originality/value- The study is valuable because it brings new data and information to the base of knowledge concerning the booming green market segments, which are a bit complicated because of the difficulty to fragment them into significant segments due to their particular values and behaviors.

Keywords - Green, Marketing, Segmentation, IBM, IT.

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