48 Marketing Trends found for Techno-Trends / non-digital

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Spain Moves to Boost Renewable Energy Production by 67% Over Next Ten Years

What, some marketers might reasonably ask, has the production of energy to do with marketing? What, other marketers might reasonably respond, could be marketed, distributed, sold or consumed without energy? A fact of life recognized by the Spanish government which this week announced its intention to boost the nation's renewable energy resources by 67% come 2020. Prime Minister Jose Luis Rodriguez Zapatero is depending on investors to ...

[Estimated timeframe:Q3 2010 - 2020]

... continue building new solar and wind-power installations despite his government's plans to reduce subsidies for renewable generation companies, which currently collect ten times the price for their power than utilities that burn fossil fuels.

Senor Zapatero's plan will see Spain exceed the European Union's target of producing 20% of energy from renewable sources by the decade’s end. According to a draft document issued by the Industry Ministry, the nation will will meet 23% of total energy demand and generate 40% of its electricity without emitting carbon dioxide by 2020.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: BusinessWeek.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5262

Are 'Intelligent' CPGs the Shape of Things to Come?

 No. 'Intelligent' CPGs are not the shape of things to come. Intelligent CPGs [Consumer Packaged Goods] are with us here and now and are on course for meteoric growth over the decade ahead, according to Osman Can Ozcanli's blog at Forbes.com. A growing number of major CPG manufacturers are using tiny objects called microspheres - hollow spheres a few microns in diameter made of polymers, starches or waxes that contain a large variety of materials such as flavors, vitamins, fragrance and cooling agents. And almost every major company in the food and cosmetics industry, among them Hershey, Procter & Gamble and Estee Lauder, is using or mulling microspheres. The implications for the future of CPGs are significant ...

[Estimated timeframe:Q3 2010 - onward]

Reports Mr Ocanli's blog: "One popular application for microspheres is for adding vitamins and minerals to foods, as consumers become more intent on better living. Nutrients such as Vitamin C and iron will lose their potency when exposed to air for long periods of time, so energy bar manufacturers are using microspheres to keep nutrients fresh. According to foodprocessing.com, a few examples of energy bars using microspheres are the Ohmama Bar and Hershey's controlled-release SmartZone energy bar.

"Microspheres are also used to add heart-healthy but smelly fish oil to bread. Several major bakers use micro-encapsulated fish oil so they can bake breads with the nutritional value of fish oil but without the odor. Microspheres used in food must be approved by the Food and Drug Administration, and are made of complex carbohydrates (like certain starches) or other natural materials that could be found in your kitchen."

Microspheres also have other commercially valuable characteristics. Used, for example, in baby diapers, they release a pleasant fragrance when the diaper becomes soiled.

Continues the blog: "About a year ago, Unilever launched a version of its Persil fabric conditioner containing microcapsules that latch onto clothing and burst with the friction of movement by the wearer to release their fragrance.

Mr Ocanli also cites additional current and potential uses for these little miracle workers - all techincally feasible.

"What you can encapsulate inside a microsphere is limited only by your imagination and purpose," he enthuses.

"A class of microspheres that reacts to a change in acidity could be used to create stomach-friendly drinks for people who would normally take antacid tablets. The microspheres in the drink would do the job by releasing antacid when consumed, preventing indigestion.

"Liquor companies could invent some pretty entertaining drinks. A fun idea would be to use acid-activated microspheres in a line of "Magic Cocktails." When you add lemon to a Magic Cocktail, you could get a completely different flavor along with a surprising color.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: Forbes.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5251

P&G Enlists Eye-Tracking Technology to Global Market Research

Procter & Gamble has enlisted Stockholm-headquartered eye-tracking technology specialist Tobii Technology to collaborate on a global basis with product innovations, packaging and shelf testing. Tobii's products measure visibility and attention in commercial market research and usability studies which - P&G says - will provide it with a globally scaled virtual market research solution able to  reduce development time for new products and enhance new package testing. Given P&G's lead, it's only a matter of time before the technolgy becomes a marketing norm.

[Estimated timeframe:Q3 2010 onward]

According to P&G's Global Business Services spokesman Paul Griffith: "P&G continuously evaluates and implements innovative technologies that help us bring better products to consumers more quickly. We are delighted to now have a formal partnership with Tobii to bring innovative technology to the CPG market."

Is there an easier way for the disabled to communicate? How does a 6-month-old baby perceive the world? Where is the most effective ad space on a website?

Eye tracking can be used to find answers to questions like these, as well as many others by measuring a person’s point of gaze and determining eye/head position.

According to Tobii: "Eye tracking works by reflecting invisible infrared light onto an eye, recording the reflection pattern with a sensor system, and then calculating the exact point of gaze using a geometrical model. Once the point of gaze is determined, it can be visualized and shown on a computer monitor. The point of gaze can also be used to control and interface with different machines. This technique is referred to as eye control."

With the right idea there is no limit to the applications of eye tracking. Currently, some of the major uses for analysis are academic research e.g. cognitive science, psychology and medical research; market research and usability studies, such as evaluations of advertising or package design and software or web usability.

Eye tracking techniques can also be used for interaction - people can control a computer and make things happen by just looking at it. Eye control can be used as sole interaction technique or combined with keyboard, mouse, physical buttons and voice.

Tobii claims its tracking software can be set-up in minutes on any desktop or laptop computer.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: MRweb.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5225

Samsung Outlines Ten-Year Global Expansion into Healthcare and Renewable Energy

South Korean electronics conglomerate Samsung Group plans to invest $21billion in healthcare and renewable energy ventures over the next decade, seeking “mega-trends” to help it diversify away from its computer chip and mobile phone enterprises. The company is currently riding the crest of a wave as it benefits from the dramatic recovery in global computer-chip prices and LCD TV demand. But it is looking to the future - and new markets ...

[Estimated timeframe:2010 - 2020]

Samsung's strategic investment decision comes less than two months after disgraced chairman Lee Kun-hee returned to the group's top job after receiving a presidential pardon for corruption.

Kun-hee argues that Samsung could fall into a crisis without a complete overhaul of its business model and has identified five business areas as future growth drivers:

  • Solar cells
  • Rechargeable batteries for hybrid cars
  • Light emitting diode technology
  • Biopharmaceuticals
  • Medical equipment.

Samsung Group expects these businesses to generate $44bn of annual sales by 2020. The group generated Won191,000bn in sales in 2008. It also hopes to increase the current workforce of 276,000 employees by 45,000 over the same period.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: FT.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5175

Why Would Google Want to Become an Electricity Marketer?

Why on earth would Google - essentially a media owner - want to get into the electricity marketing business? It was reported January 7 that the internet advertising company has sought approval from the Federal Energy Regulatory Commission [FERC] to become an electricity marketer - which if granted will permit Sergey and Larry's 'Don't be Evil' behemoth to buy and sell bulk power at market prices - emulating large utilities and speculative energy traders. The company's latest move has provoked a dervish-dance of speculation as to its motives. Given the impending engery crisis, the bookies' theory is self-preservation! MarketingTomorrow is no quite so sanguine!

Google - itself a massive energy consumer - made the application last month via its Google Energy unit, claiming it will help the firm better manage supplies for its own operations and allow greater access to renewable energy sources.

Major industrial power consumers, among them smelter Alcoa and supermarket chain Safeway, already have approval from FERC ... but the move is highly unusual for a tech company.

Google is coy about its power usage, the number of data centers it operates and their exact location, nonetheless claiming that its data centers are the most efficient in the world.

Data centers are notoriously power-greedy, the larger ones operated by internet companies being known to consume 30 to 50 megawatts of energy capacity. Google's largest data centers could use even more.

Google announced in 2007 it intended to become "carbon neutral," installing a 1.6-megawatt solar array on its headquarters building and attempting to obtain green power where available.

According to Google spokeswoman Niki Fenwick, If its FERC request is granted, "we could go directly to a renewable energy project and buy power for our operations".

Industry observers, however, are wondering what else might be implied by Google's move? In the light of a predicted energy crisis triggered by diminishing oil supplies, some see the search titan's move as defensive. Other onlookers wonder if the move might eventually lead to the withholding of electric supplies to competitors?

The WSJ points out that Google "has a long history of downplaying forays into new areas, only to later surprise competitors with new products and services".

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: WSJ.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=4971

French satirical website reverses the trend - goes into print

Bakchich, a French satirical website, is making a mockery of the newspaper industry’s dash for digital. Buoyed by strong French demand for parody in print, the online journal has taken the unusual step of launching a paper edition.


As troubled US titles shift to online-only formats and media moguls such as Rupert Murdoch predict the demise of newsprint, Bakchich, which takes its name from the Arabic for bribe, has staked its future on ink and dead trees.

With the launch of Bakchich Hebdo (meaning ‘Weekly’), French readers can choose from four satirical weeklies. The other three together sold about 630,000 copies a week in 2008, according to unaudited figures, up 13 per cent.

Nicolas Beau, editor of the Bakchich website, said the print edition would bring a “qualitative leap” in terms of writing and editing because content would have to be shoe-horned into 20 pages. A place on France’s admittedly crowded news stands would give the publication more prestige and visibility while bringing in new readers, he added.

But the main reason for the paper launch was financial. Bakchich, like the other online news sites that have sprouted in France in recent years, has not yet found an economic model that can turn a profit. “With the collapse of advertising, we couldn’t make things add up,” Mr Beau said.

He hopes that with a circulation of 25,000 to 30,000, revenue from paper sales can support his small team of writers and editors. The success of Siné Hebdo, set up by cartoonist Siné last year, suggests the market can support a fourth publication, he added, as it now sells 50,000 copies a week.

Bakchich’s paper venture is an expression of confidence in French demand for satire. In economic terms, the segment is small and the titles independently owned. But in cultural terms, satire is big.

France has a long tradition of lampooning its leaders in print, partly a reflection of its mainstream media, which is more deferential than its Anglo-Saxon equivalents. The venerable Canard Enchaîné, by far the most read of the genre, was set up in 1915 and has exposed its share of scandals as well as mocking presidents. It has a weekly circulation of 500,000.

Patrick Eveno, a lecturer in media at the Sorbonne in Paris, says satire is in tune with the times. In France’s centralised political system, it is hard for the media to hold Nicolas Sarkozy, the president, to account.

“Only the court jester can criticise an all-powerful monarch,” Mr Eveno said.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: FT.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=4799

China becomes world leader of trademarks

As of September 15, this year 1.005 million applications for trademark registration in China have been reviewed, up 153 percent year-on-year.

The figure, covering eight and a half months, equals that of the previous three years and three months, marking an important milestone in China's trademark history. At present, China ranks first in the world in volume of trade mark applications, reviews and registrations, and has become a world leader for trademarks.

Reporters learned that the volume of China's trademark applications has ranked first in the world for seven consecutive years from 2002 to 2008. The number of trademark applications is expected to exceed 700,000 this year, ranking first in the world.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: People's Daily, China
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=4777

Peugeot, Mitsubishi Chiefs Sign Agreement on Electric Cars

PSA Peugeot Citroen and Mitsubishi Motors Corp have signed an agreement to develop electric cars to be sold in Europe by the end of 2010.

Peugeot Chief Executive Officer Philippe Varin and Osamu Masuko, his counterpart at Mitsubishi, agreed in Paris today to develop a vehicle based on Mitsubishi’s i-MiEV electric car, according to a joint statement. Tokyo-based Mitsubishi introduced the i-MiEV in June.

The fully electric car will be sold under the Peugeot and Citroen brands. Production is slated to begin in October 2010 with sales by the end of that year. The Paris-based automaker had said in March that Mitsubishi would supply it with electric cars based on the i-MiEV.

Mitsubishi and Peugeot are competing with Toyota Motor Corp. and General Motors Co. to take the lead in electric vehicles. Automakers are under pressure from governments throughout the world to trim carbon-dioxide emissions and develop more efficient cars.

Peugeot rose as much as 1.48 euros, or 7.9 percent, to 20.13 euros in Paris trading, and was up 7.5 percent to 20.05 euros as of 11:35 a.m.

Mitsubishi will begin global sales of the i-MiEV with right-hand drive this year and plans to build a left-hand-drive version next year, according to the companies.

Shared Platforms

Peugeot and Citroen expect to sell 25,000 of the electric cars each year, Peugeot spokesman Laurent Cicolella said by phone today.

Peugeot and Mitsubishi already share platforms for sport- utility vehicles and they’re building an assembly plant together in Russia, Cicolella said.

Cicolella declined to comment on a report in French financial newspaper La Tribune that the two carmakers are considering an alliance as Peugeot seeks a partner outside Europe.

“We’re sticking to the strategy Varin outlined in his July 29 speech, when he said we won’t rule out opportunities for external growth to help us reach our goal of becoming a global player,” Cicolella said.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: bloomberg.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=4722

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