A study on implementation of green marketing concept in marketing CNI products: a study in CNI Enterprise (M) Sdn Bhd / Hasnahwati Razali

This research are focusing on the implementation of green marketing concept in the organization in order to create awareness among the consumers for quality of life today and future. Company increasingly focuses to improve the environmental concern by providing quality, satisfaction and loyalty as a key to achieving market leadership positioning. Understanding what drive these critical elements, how they are linked and how they contribute to the company’s equity is fundamental success. The survey has discovered a very good insight of the level of awareness and knowledge among the consumers and within CNI Enterprise (M) Sdn Bhd. In business competition, "green environment” has become one of the factors can lead to the successful of the company. The market place is greener now than ever before, and become even more responsive to products and services promising environmental responsibility. By implementing green marketing in marketing CNI products it will increase awareness towards green thinking and responsible to save the environmental society. The marketing mix such as Product, Price, Place and Promotion must be interrelated with green concept so that products create values in target market. The company used 4P’s as their marketing strategy which controllable tactical marketing tools that the firm blends to produce the response in wants in the target green market.