The other group of marketers high on green technology are the handsets majors. Korean player Samsung, in fact, has been the first to launch its two eco-friendly mobile handsets (made of renewable materials), W510 and F268, 
in India. When asked, Sunil Dutt, Country Head, Samsung Telecommunication India told this magazine, “As more consumers are made aware of the merits of an eco-friendly product, the demand for such products is sure to increase.” He however declined to comment on the present or future RoIs on Samsung’s green initiative. Clearly, the full potential of green market is yet to be understood fully by both analysts and marketers, but expectations are flying high. Seeing competition take the lead in the green segment, market leader Nokia too is finalising its plans to launch its mind-boggling range of a 40 bio-degradable products. Other handset players like Sony Ericsson have started trotting the innovation route to capitalise on the green opportunity. However, Rob Enderle, a handset expert from the Enderle Group hands out a word of caution. “Most companies are coming out for these phones for good PR and to meet regulatory standards,” he declares, pointing out that, “Currently the one aspect of eco-friendly that is driving higher prices is anything that reduces energy consumption; unfortunately phones don’t use enough energy to make much difference here.” So he reasons that green handsets may not add much greenery to handset makers’ revenue, unless they make consumers swallow their green pill at higher costs, earning them better margins.
But does eco-friendly naturally mean higher costs? The debate acquired fresh hues with the recent Civic Hybrid incident in India. Early this month, Honda India cut the price of its hybrid Civic by a whopping Rs.8 lakh. Within a day of the price cut the company managed to sell 98 Civic Hybrids, which is more than what Honda managed to sell in the entire five months since the Civic Hybrid was launched in the country. As per the company, “In keeping with the aim of letting more customers experience and own this new technology, Honda decided to bear a part of the cost of the car on behalf of the customers for a limited period and volumes.” Now for the obvious question. If Honda could comfortably (!?) cut the price of its Civic Hybrid by 40%, then why tag it at a higher cost in the first place? The answer to that question my dear Watson, in fact is the key to understanding why the mere mention of green is enough to get business honchos excited, with images of green bills popping off their eye balls. Avers Ronnie Cummins, National Director of Organics Consumer Association, a consumer advocacy group, “On an average, organic products still sell for a hefty premium, as much as 50-100% more than non-organic alternatives.” Green products and services lend themselves a certain ‘premium’ positioning in the consumer’s mind and can therefore command much higher margins for their climate friendly and energy efficient USPs. A trip to your neighbourhood Khadi Gram store will prove that a 100gm organic soap cake is priced three times than the ordinary perfumed Cinthol.
Forget about a specific store visit, if you just look around in those glitzy malls, that have so much become a part of the urban landscape, you’ll find that a majority of the white goods being peddled support the eco-friendly label, with tall boasts of consuming less electricity/water and the works. Be it the star rated air-conditioners of Voltas or lead free TV sets from Philips, they all find a place on the green stand. Says R.T. Rajan, Director, Sales and Marketing, Haier Appliances India, “Our industry is finally discovering what others have known for a long time - that Green products are here to stay.” One may say that there’s no dearth of awareness among consumers in the segment (most consumers, for example, are aware of CFLs), but the premium that consumers have to shell out for such green products are a serious deterrent in their popularity quotient. Moon Bum Shin, Managing Director of LG Electronics India is quick to assert that environmental quality has to become a mindset. LG India claims it is moving toward green manufacturing. “For all our products we use eco-friendly substances,” Shin told 4Ps B&M.
Reverberations of India Inc.’s green cry are not restricted to products alone, its impact can be felt in the services domain too. Taking cue from some of its triumphant global counterparts, the Indian hospitality sector has already laid out the green lure to entice potential guests. While the ITC Welcome Group of Hotels has taken sundry initiatives viz. water management and training, the Orchid Hotels chain has gone on to be crowned as India’s first and only hotel chain to have received the globally renowned ‘Ecotel’ certification bought by Hospitality Verification Services (HVS). And they are positive about these initiatives helping them to chart out a gigantic growth story. Akshay Gavai, Environment Manager, Orchid Five Star Ecotel Hotel avers, “As a business it is helping us in targeting people who are conscious about environment and want to use or avail services which are environment friendly. This gives us an edge over our competitors. Not many hotels have this concept; and we stand out.” Little known, but fast becoming exceedingly popular are also Mutual Funds that invest in green projects only. The ultimate aim is of course netting higher returns even during a period when higher fuel prices were burning the fuel out of all other projects. Avers Vivek Mehra, EVP & Country Head, Sustainable Investment Banking, Yes Bank, “Since the return on investment in India is in line with global standards (which is in mid to high twenties) investment in this area has seen substantial growth. Moreover, their market is not limited to India or the sub continent alone. These products and services have the ability to be marketed globally.” There is a keen dual benefit at play. First, investors receive better returns and second, companies taking up green ventures net higher investment figures, stimulating the green movement even further ahead.
in India. When asked, Sunil Dutt, Country Head, Samsung Telecommunication India told this magazine, “As more consumers are made aware of the merits of an eco-friendly product, the demand for such products is sure to increase.” He however declined to comment on the present or future RoIs on Samsung’s green initiative. Clearly, the full potential of green market is yet to be understood fully by both analysts and marketers, but expectations are flying high. Seeing competition take the lead in the green segment, market leader Nokia too is finalising its plans to launch its mind-boggling range of a 40 bio-degradable products. Other handset players like Sony Ericsson have started trotting the innovation route to capitalise on the green opportunity. However, Rob Enderle, a handset expert from the Enderle Group hands out a word of caution. “Most companies are coming out for these phones for good PR and to meet regulatory standards,” he declares, pointing out that, “Currently the one aspect of eco-friendly that is driving higher prices is anything that reduces energy consumption; unfortunately phones don’t use enough energy to make much difference here.” So he reasons that green handsets may not add much greenery to handset makers’ revenue, unless they make consumers swallow their green pill at higher costs, earning them better margins.But does eco-friendly naturally mean higher costs? The debate acquired fresh hues with the recent Civic Hybrid incident in India. Early this month, Honda India cut the price of its hybrid Civic by a whopping Rs.8 lakh. Within a day of the price cut the company managed to sell 98 Civic Hybrids, which is more than what Honda managed to sell in the entire five months since the Civic Hybrid was launched in the country. As per the company, “In keeping with the aim of letting more customers experience and own this new technology, Honda decided to bear a part of the cost of the car on behalf of the customers for a limited period and volumes.” Now for the obvious question. If Honda could comfortably (!?) cut the price of its Civic Hybrid by 40%, then why tag it at a higher cost in the first place? The answer to that question my dear Watson, in fact is the key to understanding why the mere mention of green is enough to get business honchos excited, with images of green bills popping off their eye balls. Avers Ronnie Cummins, National Director of Organics Consumer Association, a consumer advocacy group, “On an average, organic products still sell for a hefty premium, as much as 50-100% more than non-organic alternatives.” Green products and services lend themselves a certain ‘premium’ positioning in the consumer’s mind and can therefore command much higher margins for their climate friendly and energy efficient USPs. A trip to your neighbourhood Khadi Gram store will prove that a 100gm organic soap cake is priced three times than the ordinary perfumed Cinthol.
Forget about a specific store visit, if you just look around in those glitzy malls, that have so much become a part of the urban landscape, you’ll find that a majority of the white goods being peddled support the eco-friendly label, with tall boasts of consuming less electricity/water and the works. Be it the star rated air-conditioners of Voltas or lead free TV sets from Philips, they all find a place on the green stand. Says R.T. Rajan, Director, Sales and Marketing, Haier Appliances India, “Our industry is finally discovering what others have known for a long time - that Green products are here to stay.” One may say that there’s no dearth of awareness among consumers in the segment (most consumers, for example, are aware of CFLs), but the premium that consumers have to shell out for such green products are a serious deterrent in their popularity quotient. Moon Bum Shin, Managing Director of LG Electronics India is quick to assert that environmental quality has to become a mindset. LG India claims it is moving toward green manufacturing. “For all our products we use eco-friendly substances,” Shin told 4Ps B&M.
Reverberations of India Inc.’s green cry are not restricted to products alone, its impact can be felt in the services domain too. Taking cue from some of its triumphant global counterparts, the Indian hospitality sector has already laid out the green lure to entice potential guests. While the ITC Welcome Group of Hotels has taken sundry initiatives viz. water management and training, the Orchid Hotels chain has gone on to be crowned as India’s first and only hotel chain to have received the globally renowned ‘Ecotel’ certification bought by Hospitality Verification Services (HVS). And they are positive about these initiatives helping them to chart out a gigantic growth story. Akshay Gavai, Environment Manager, Orchid Five Star Ecotel Hotel avers, “As a business it is helping us in targeting people who are conscious about environment and want to use or avail services which are environment friendly. This gives us an edge over our competitors. Not many hotels have this concept; and we stand out.” Little known, but fast becoming exceedingly popular are also Mutual Funds that invest in green projects only. The ultimate aim is of course netting higher returns even during a period when higher fuel prices were burning the fuel out of all other projects. Avers Vivek Mehra, EVP & Country Head, Sustainable Investment Banking, Yes Bank, “Since the return on investment in India is in line with global standards (which is in mid to high twenties) investment in this area has seen substantial growth. Moreover, their market is not limited to India or the sub continent alone. These products and services have the ability to be marketed globally.” There is a keen dual benefit at play. First, investors receive better returns and second, companies taking up green ventures net higher investment figures, stimulating the green movement even further ahead.
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6 comments:
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１人Hのお手伝い、救援部でHな見せたがり女性からエロ写メ、ムービーをゲットしよう！近所の女の子なら実際に合ってHな事ができちゃうかも！？開放的な女の子と遊んじゃおう
ストーカーの追い回されて怖いんです。毎日夜になると非通知電話多いし怖い。。。助けてくださいpeach-.-girl@docomo.ne.jp
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