Marketing strategy for Insuboard - green building approach in construction industry.The project was aimed at formulating the go to market strategy for a newly launched eco-friendly product “Insuboard”. A strategic scope analysis of the new product development included a thorough impact assessment of the environmental quality and the concept of “Green” building in construction industry. The assessment and recommendations included identification of the target market, promotion strategies to increase customer awareness and top line performance, industry analysis and competitive benchmarking, and identification of opportunities to maximize potential profitability.