Tuesday, June 05, 2007

Global Warming - Warming up to a New Opportunity

Global warming is throwing up new opportunities. Governments, institutions and agencies worldwide are increasingly thinking of imposing restrictions on non eco-friendly products and services. And placing incentives on those who produce eco-friendly products.

Have the marketers and entrepreneurs risen to this occassion? One may feel that its too early to jump into this bandwagon and that only the rich companies may afford to take such a social view of their business. However, small things, have started giving a clue that eco-friendly products are the next wave across the world.

Suzlon and others have just shown us that Going Green is Good Business. In the coming days, there will be more products and services that will adopt green practices.

The last time I had been to a busy restaurant in the city, I realised the food products sold on bannana leaves are being charged more than the one served on a plastic or steel plate. The customers even recall this as an experience. This phenomenon is not restricted to the food industry alone. It is already being seen in other sectors.

The idea is simple. Customers have latent needs and marketers make it active with new products and services. Urbanisation, pollution, harmful plastic products and the rising health consciousness among the public made the food industry realise the need for having a natural meal on banana leaves. Nothing great about it, just that this latent NEED needs to be recognised.

What follows is a marketing process that gets in place after any innovation is generated. Going green is indeed a new innovation and the developments world over confirm that marketers have a huge wealth to unlock.

1 comment:

Dr.Veena Madhav Tonapi said...

Good reading.you have given a new angle from marketing viewpoint. From a philosophical angle- is the present generation trying to link itself to its forgotten traditions which were a matter of routine in the past? if today- eating on a plaintain leaf is an 'experience' it was at one time - a regular practice. Things which were served with love and affection in the past in indian families- like food served on a banana leaf; oil massage by one's mother or grand-mother; or stories of krishna and sudama narrated by grand- parents are now being sold or served or narrated for a commercial value. we have commercialised the practices which were at one time linked with emotive gestures? listening to stories on TV or an oil massage from a ayyah in a natururopathy centre, lacks the personal touch which was there during the older days? the life-style and practices of teh yester years have been commercialised. but your analysis shows that there is a demand and a longing for regaining what has been lost or forgotten due to our changing lifestyle-including our migration from joint family to nuclear families. - Dr. Veena M. T.