Why Nokia is a happy phone-maker; thanks to environmental issues
“Nokia’s market share has dipped from the previous
quarter to 39.1% in first quarter 2008...” is how Dirk Hayden Lewis, Gartner explains the volatile global market share predicament for Nokia. However, this is not the real worry for the Finnish giant as its market share figure has actually improved from 35.5% a year back (during Q1 FY07). So what’s bothering it now? Well, Greenpeace (an NGO which ranks electronics companies primarily based on toxic chemicals use and e-waste regulations) has ranked Nokia a shameful 9th for the year 2007 after a glorious 1st in 2006. So is the giant speechlessly stumped?
If you knew what Nokia is capable of digging out, you’d not be surprised to discover that there’s more to this Finn that just being a master-basker in the glory of being hailed as the ‘prime authority’ in mobile manufacturing? And it has an answer to the problem at hand – Green phones (what?!?)! The company has announced a roll-out of about 40 new green mobile phone models this year in India (its first in the world). The ‘green’ mobile will be composed of biodegradable materials like polylactic acid plastics which are easily recyclable (instead of toxic & environment polluting materials like lithium and cadmium). The main objective of this recycling process is to demonstrate the company’s dedication to saving the environment and therefore reduce usage of environmentally harmful raw materials during production. The company also declared that all its forthcoming will be composed of biodegradable covers and recyclable battery designs and that it would reduce power consumption of mobile handset chargers by upto 50% by 2010 – some effort to rise up the ‘environmentally sensitive’ ranks! And if you thought these were mere promises, Nokia has already launched its first bio-degradable and eco-friendly ‘Green Mobile’ phone, the Nokia 3110 which is 65% recyclable.
“Nokia’s market share has dipped from the previous
quarter to 39.1% in first quarter 2008...” is how Dirk Hayden Lewis, Gartner explains the volatile global market share predicament for Nokia. However, this is not the real worry for the Finnish giant as its market share figure has actually improved from 35.5% a year back (during Q1 FY07). So what’s bothering it now? Well, Greenpeace (an NGO which ranks electronics companies primarily based on toxic chemicals use and e-waste regulations) has ranked Nokia a shameful 9th for the year 2007 after a glorious 1st in 2006. So is the giant speechlessly stumped?If you knew what Nokia is capable of digging out, you’d not be surprised to discover that there’s more to this Finn that just being a master-basker in the glory of being hailed as the ‘prime authority’ in mobile manufacturing? And it has an answer to the problem at hand – Green phones (what?!?)! The company has announced a roll-out of about 40 new green mobile phone models this year in India (its first in the world). The ‘green’ mobile will be composed of biodegradable materials like polylactic acid plastics which are easily recyclable (instead of toxic & environment polluting materials like lithium and cadmium). The main objective of this recycling process is to demonstrate the company’s dedication to saving the environment and therefore reduce usage of environmentally harmful raw materials during production. The company also declared that all its forthcoming will be composed of biodegradable covers and recyclable battery designs and that it would reduce power consumption of mobile handset chargers by upto 50% by 2010 – some effort to rise up the ‘environmentally sensitive’ ranks! And if you thought these were mere promises, Nokia has already launched its first bio-degradable and eco-friendly ‘Green Mobile’ phone, the Nokia 3110 which is 65% recyclable.
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Source : IIPM Editorial, 2008
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
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the grill of that omnipresent Swift. This is the same piece de resistance adorning the bulging, yet classy tank of that elusive Hayabusa GSX R1300, one of the most powerful street bikes ever! The ‘S’ sign is a symbol of raw power, virility, waiting to be unleashed at a throttle’s notice and is indeed coveted. With such a potent definition, this explosive logo has a brand image which is hard to match when it comes to the ‘must have list for men’; and evidently, Suzuki is proud of its testosterone inducing moniker.
the west where adwallahs are doing sharp numbers with this crowd. Revlon, recently, launched a brand called Vital Radiance targetting, hot n’ heavy, the plus-50 women. American car-makers too have started focusing on (baby-boomers) the 50-plus men because this group “accounts for half the US spending,” leading them to confidently believe, the older Gen Grey of today get, the deeper, their pockets become! Renowned and respected Behavioral Scientist, Ashish Nandy agrees. “I am 70 and sometimes feel my age but people associating with me, don’t seem to share this feeling!” They can’t really be blamed because, active as hell, Nandy is perpetually on the move – in the capacity of a much-in-demand speaker at Seminars, Symposiums and other forays – at home and abroad. Did his father, remotely do anything similar? He smiles. “He started feeling old the day he hit sixty!” Nandy believes its really a generational thing and perceptively points out to the two dramatic aspects that has driven this change – mindset and consumption pattern. “In my youth, one couldn’t dream of a 50-plus gentleman wearing shorts, tees or jeans, unless he was hugely anglicised, fashion-conscious and came from rich, upper class stock. Today, it is fairly common to see Gen Grey moving around in these, without the slightest trace of self-consciousness. I guess this has motivated marketers to include them in their target group.”
ding and trust among Emami’s employees? “We prefer to listen to employees and learn by working together. It helps employees feel secure and gives them the comfort edge. Amazingly, we’ve never had even a single man day loss; and not even in our factories,” Ratna is quite assertive in her statement. Is that because of the rewards and recognition system in Emami? Partly accepting, Ratna throws a side punch at me, when she says that the one thing that is very hard to find in this world is an employee who is satisfied with his salary and does not seek rewards and recognition. And today, when attrition rates are skyrocketing, one needs to pay proper attention to this particular function too.
honcho of PNC, Pritish Nandy however scoffs at any mention of advertising being associated with truth or reality. “To me, advertising is nothing more than a 30 second recreational capsule designed to provide a breather from the brutalities of India’s newscape. Into this, of course, is insidiously built-in the profit motive.” Warmed up, he offers his views on advertising’s depiction of woman. “It’s very interesting. They throw up two stereotypes, neither of which is anchored in reality! The first is the “firang” model, the sassy and sexy international (Kate Moss?) import who sashays across up-market glossies, Sunday supplements as also our TV screens. The creators of this persona believe that teaming with the brand owners, they can successfully hawk style, attitude and looks because, after all, what you see is where the action is! This leads to the conviction that consumers will surely buy into this image because in today’s globalised India, the Western look, style & pizazz is the flavour of the moment.” This tragi-comical colonisation of their mind, Nandy believes is, mercifully, not shared by the Indian consumer and reflects the ad fraternity’s total disconnect with reality. It brilliantly symbolises what today’s India is NOT!