Page 147 - MYM 2015

all the time, SCA is trying to make the product thinner and softer and more eco-friendly. SCA are late comers in female products and tissues , as compared to Johnson and Johnson and other local brands, but they are pioneers in the adult diapers segment . Will they succeed in one, or both, or neither? Time will tell.
International Giants Adjust to Meet Needs of Emerging Markets
Abbot of USA with Innovative Glucose Monitoring for Diabetes. This is a ash glucose monitoring system which has a glucose sensor worn on the skin for up to 14 days – with a wirelessly connected reading device. Earlier, patients would have to prick a nger six times
a day to nd their blood sugar levels and do lab tests. The cost of the new monitoring system? Only $30.00 and especially useful for diabetics in India, which is the diabetes capital of the world.
Coca Cola , develops solar powered cooler box.
When A Singh, the India CEO went on a market
visit and found that Coke was not available in remote villages which had no electricity, or if available, was sold warm (when the slogan was “drink Coke ice cold”), he initiated a program to develop a solar powered container. After two years of work and many million rupees of investment, we now have ice boxes working on solar power and serving Coke ice cold to customers even in remote villages.
Again , when Coca Cola bought out Parles, a leading Indian beverage company who marketed Thums Up,(a very popular competitor to Coke earlier), Coca Cola had decided to discontinue Th ums Up and ll that void with Coke . It never happened. Thums Up was nearly as popular as Coke and refused to die in the market place, even when it was not promoted. This forced CC
to do something they never do. Adopt TU as their own brand and promote it to meet local customer needs and preference.
GE, India, develops a CT scan for India. GE planned to develop Super Value products for emerging markets, and thus invested Rs.1.2 billion in a R&D centre in Bangalore, the biggest GE research centre outside the USA.
The new CT scanner consumes40% less power, produces much lower irradiation doses, and is priced 40% lower than the imported equivalents. A number of hospitals in Tier 2 and 3 cities have already placed orders. Other emerging markets are now interested
in this new development. This is the 26th product in the” super value category” and the sales of all these products have exceeded GE expectations. Among the products introduced earlier are mobile x ray equipment; a baby warmer for neo natal care; and a portable ECG machine. All these products have helped to take health care to the villages and semi urban towns of India.
PureMadi- from Virginia to South Africa. PureMadi is a non-pro t University of Virginia organization, which invented a simple ceramic water puri cation tablet- called Madi Drop. Impregnated with silver and copper nano particles, it can repeatedly disinfect water for up to 6 months, simply by resting in a vessel where water is poured . This is now manufactured in South Africa – and widely used in the country.
Local Innovators – Show the Way
Low cost sanitary pads from Goonj. With the
high cost of sanitary pads in India, most people even just above the poverty line could not afford it. Anshu Gupta took the challenge and started Goonj- an all India organization now, which collects old, discarded cotton clothing from homes around the country. Goonj, among other things, processes some of the material
to manufacture sanitary pads and marketing them at 20% of the price of branded products. Thus, millions of women who used cloth rags, inviting infection among other things and who could ill afford branded products; can now afford a generic version at a very low price. The very fact that after the Nepal earthquake, one
of the items on the help required /donations list, is sanitary pads- is a re ection of the penetration of Goonj and other similar products , into the” poor segment”.
Energy with green answers from Next Gen. Young people like 25 year old, Abhishek Humbad, are showing their skills through start ups. Humbad’s, NextGen, has shown that being eco-friendly can also mean good business. Next Gen converts organic waste into energy and fertilizer. Its unique bio-compressed natural gas will initially, power more than 500 telecom towers of Mahindra and Mahindra, the largest genset provider to the telecom towers in India with a 50% market share. The bio CNG (97% methane) can replace diesel in gensets for telecom towers and is 30% cheaper. They then plan to scale up to provide power to 10,00 towers within the next 30 months
For Humbard’s young company (2013) – Revenue $5 million, the possibilities are immense, with also the residue being converted into organic fertilizer .5000 tonnes of fertilizer( already bought by Coromandel Fertilizers one of the largest in the country ) have already been sold in the rst year ! Greenpeace released a report that telecom companies could save up to$ 13 bill. Over
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