The global "green" enterprise IT study released by Strategic Oxygen and Cohn & Wolfe today reveals that Dell is the number one green technology brand, recognized for its extensive recycling program, the top ranked attribute sought by IT buyers. HP, IBM and Microsoft were noted for their energy efficient products and use of sustainable materials, while Apple held its position in the top five for designing products that are perceived to have a green look and feel.
"The technology brands that make the authentic connection between the environmental soundness of their products and their sustainable business operations and policies, will be long-term winners," says Claudia Carasso, managing director of the global technology practice at Cohn & Wolfe. "We also know that CIOs who are committed to green strategies depend more on blogs and forums than their non-green counterparts for gathering information on technology solutions. This is an important finding for product and service providers who are looking for current and credible ways to reach the coveted C-suite buyer."
GREEN MARKETING, is it????
~ Satish Chathanath
Call : 9884011654
Mail : csadhy@yahoo.co.in
Friday, March 20, 2009
Monday, March 16, 2009
IPL & Voter Turnout
Amidst depressing news about the economy: bank closures, bailouts, rising unemployment, fraud, declining consumer confidence and the other long list of sad stories… there is one bright spot – Indian Premier League. Probably, the cricketing nations and especially the marketers in India would like to view the IPL season 2 as a mini stimulus package that could trigger consumer spending. Or is it consumer watching?
But the fate of IPL is now in the hands of the Indian Government. Because the home ministry stated its inability to provide security for the matches since the general elections are also scheduled around the same time.
So who will be the immediate beneficiary if IPL stalls – may be the news channels. The majority of the viewers might take a liking to national politics and probably cling on to the news anchors and analysts. People might get out of their favorite chairs and vote. Might participate and select a better leader to govern them.
So is 'shifting IPL dates' a ploy by election commission to increase the voter turnout? Stop kidding!
~ Satish Chathanath
Call : 9884011654
Mail : csadhy@yahoo.co.in
But the fate of IPL is now in the hands of the Indian Government. Because the home ministry stated its inability to provide security for the matches since the general elections are also scheduled around the same time.
So who will be the immediate beneficiary if IPL stalls – may be the news channels. The majority of the viewers might take a liking to national politics and probably cling on to the news anchors and analysts. People might get out of their favorite chairs and vote. Might participate and select a better leader to govern them.
So is 'shifting IPL dates' a ploy by election commission to increase the voter turnout? Stop kidding!
~ Satish Chathanath
Call : 9884011654
Mail : csadhy@yahoo.co.in
Sunday, March 15, 2009
Are Business Buyers Emotional?
We need to dwell deep into the minds of business buyers to understand the intricacies of corporate decision making process. Let us imagine that we are in a court of law and two advocates representing emotional and rational clients argue the case…
Emotional Advocate: Companies don’t buy from companies. People buy from people.
Rational Advocate: Purchase decision depends on a matrix of tangible features and price.
Emotional Advocate: “Buyers make most decisions by relying on their two-second first impressions based on stored memories, images and feelings.” says Malcolm Gladwell, author of the book titled Blink: The power of thinking without thinking.
Rational Advocate: Business decisions are not made by an individual. It is often done by a group of informed people.
Emotional Advocate: Even a big team can be overwhelmed by choices, features, data and metrics. No matter how disciplined a buying process is, human mind will use heuristics to simplify the decision making. It can be conscious or subconscious.
Rational Advocate: A group of number crunchers can analyze and interpret any complex data and store them within the confines of a spreadsheet.
Emotional Advocate: A business buyer may not be congratulated for making a good purchase decision. But a bad decision can put him/her in an ugly spot.
Rational Advocate: Exactly why business buyer will be overcautious and will not take a decision in haste.
Emotional Advocate: So, buyer weighs purchase decisions both rationally and emotionally. Since brands operate on an emotional level, by creating and sustaining the right brand associations in the buyer’s mind, business seller can close the deal in his/her favor.
Now after a bout of intelligent arguments let us hear what the Judges had to say: “In the industrial world, where rational purchasing decisions tend to be the rule, human factors can also play a critical role in differentiating products and services from the competition. Even if your company sells so-called ‘commodities’, the human factor is often an unexploited element that could strengthen your competitive position. At the end of the day, all business transactions involve people selling product and service solutions to solve other people’s problems.” – By Philip Kotler & Waldemar Pfoertsch – B2B Brand Management.
So, it is evident that business buyers are both rational and emotional. Court dismissed.
~ Satish Chathanath
Call : 9884011654
Mail : csadhy@yahoo.co.in
Emotional Advocate: Companies don’t buy from companies. People buy from people.
Rational Advocate: Purchase decision depends on a matrix of tangible features and price.
Emotional Advocate: “Buyers make most decisions by relying on their two-second first impressions based on stored memories, images and feelings.” says Malcolm Gladwell, author of the book titled Blink: The power of thinking without thinking.
Rational Advocate: Business decisions are not made by an individual. It is often done by a group of informed people.
Emotional Advocate: Even a big team can be overwhelmed by choices, features, data and metrics. No matter how disciplined a buying process is, human mind will use heuristics to simplify the decision making. It can be conscious or subconscious.
Rational Advocate: A group of number crunchers can analyze and interpret any complex data and store them within the confines of a spreadsheet.
Emotional Advocate: A business buyer may not be congratulated for making a good purchase decision. But a bad decision can put him/her in an ugly spot.
Rational Advocate: Exactly why business buyer will be overcautious and will not take a decision in haste.
Emotional Advocate: So, buyer weighs purchase decisions both rationally and emotionally. Since brands operate on an emotional level, by creating and sustaining the right brand associations in the buyer’s mind, business seller can close the deal in his/her favor.
Now after a bout of intelligent arguments let us hear what the Judges had to say: “In the industrial world, where rational purchasing decisions tend to be the rule, human factors can also play a critical role in differentiating products and services from the competition. Even if your company sells so-called ‘commodities’, the human factor is often an unexploited element that could strengthen your competitive position. At the end of the day, all business transactions involve people selling product and service solutions to solve other people’s problems.” – By Philip Kotler & Waldemar Pfoertsch – B2B Brand Management.
So, it is evident that business buyers are both rational and emotional. Court dismissed.
~ Satish Chathanath
Call : 9884011654
Mail : csadhy@yahoo.co.in
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