Posts Tagged ‘ie business school#8217;

19
Feb

En mi artículo hablando de innovación social y sobre la generación de electricidad a partir de cáscaras de arroz por Husk Power Systems, reté a la empresa española a embarcarse en este apasionante desafío y ¡unirse a la conversación!.
La respuesta no se ha hecho esperar, y hoy me gustaría hablar sobre Bioarroz www.bioarroz.com, un proyecto hispano-colombiano patentado que ha conseguido transformar la cascara de arroz en fertilizante orgánico sólido y líquido, capaz de duplicar la producción normal de arroz, además de extraer silicio orgánico con varios usos como el cosmético y farmacológico, a la vez que regenera y acondiciona orgánicamente el suelo cultivable.

diferencia de rendimiento Diferencia de tamaño entre una espinaca cultivada con y sin fertilizante orgánico.

Según la FAO, el arroz es el alimento más consumido a nivel mundial, con más de la mitad de la población consumiendo este cereal diariamente. Su producción es clave para alimentar a una población creciente, y especialmente relevante en países en desarrollo. En 20 años se prevé que la demanda supere la oferta disponible. En África solamente, se consumen 27kgr de arroz per cápita al año, con un 5% de incremento anual.

A pesar de que en África se producen 26mll de Tm de arroz al año, el continente africano es un importador neto de arroz, siendo el continente que más importa un 30% del comercio mundial. Lo que supone un gasto de 4.000 millones de US$, ¡10 millones de US$ al día!. Cualquier reducción en la cantidad importada o bajada de precio del producto, son dólares ganados a la pobreza y a la desnutrición.

mercado de arroz

Una de las principales razones del alto volumen de importación es precisamente el bajo rendimiento de la producción Africana. Mientras que la media mundial es de 4.5 toneladas/hectárea, la producción de arroz en África Subsahariana es menos de la mitad, 2 toneladas/hectárea. En gran parte por falta de fertilización, ya que no pueden permitírselo por el altísimo coste del fertilizante en el continente.
En África se importan anualmente 12 millones de toneladas de fertilizante sintético, que con el coste de transporte le lleva a alcanzar un precio desorbitado por lo que solo pueden usar 9 Kg por hectárea cuando en el mundo industrializado se usan 206 kg de media por hectárea.

Mejorando la fertilización, conseguiremos dos efectos, incrementar la producción por hectárea, y abaratar el coste de fertilizante. Los dos redundan en un menor precio del arroz. Usando además un fertilizante orgánico que permite regenerar el suelo.

Por otro lado, desde hace décadas, la cascarilla de arroz es uno de los grandes problemas que tienen los productores de este cereal. En el mundo existen 165 millones de hectáreas cultivadas de las que se obtienen aproximadamente 700 millones de toneladas de arroz al año, de las cuales 250 millones son de cascarilla y paja. La prohibición de quemar este desecho vegetal debido a la polución ambiental que producen los componentes químicos que son utilizados en la producción del arroz, y los pocos usos rentables que tiene (se emplea en la producción de ladrillos, camas para aves, biocombustible o bioenergía sin haber logrado grandes rentabilidades económicas ni medioambientales. En este momento, la cascarilla de arroz, no tiene valor comercial en África), hace que en algunos países la cascarilla se acumule indefinidamente sin control, desprendiendo gases nocivos para el medio ambiente.

monton cascarilla

Bioarroz o BioRiceHusk, ha conseguido patentar un proceso a través del cual, mediante el uso de anélidos (la lombriz roja californiana) recicla la cascarilla de arroz, transformándola en humus sólido y liquido además de extraer silicio y calcio orgánicos. Duplicando, con el uso de este fertilizante, la producción de arroz por hectárea sin productos químicos que contaminan el suelo y con ahorro de agua ya que necesita menos agua de riego. Un proceso innovador y ecológico.

El humus nos sólo sirve para el arroz sino para la mayoría de los cultivos. En este video se puede ver la diferencia de tamaño de la hierbabuena cultivada con humus de Bioarroz.

El proyecto de Bioarroz soluciona al mismo tiempo tres problemas esenciales en este momento:
– Producción eficiente de alimentos esenciales (arroz)
– Reciclaje de un residuo altamente contaminante (cascarilla de arroz)
– Regeneración de suelos intensamente erosionados

Una planta de Bioarroz necesita 5 hectáreas y, recicla 1500 toneladas de cascarilla y es capaz de producir 3700 toneladas de humus líquido y 750 toneladas de humus sólido. Su proceso es aplicable en cualquier país productor de arroz.

BioRiceHusk ha sido seleccionado para participar en la feria global de la innovación en la agricultura en Marzo del 2015 en Abu Dhabi. La feria más importante a nivel internacional dedicada a la innovación agrícola y con especial foco en el continente africano. Su misión es conocer proyectos que ayuden a producir mayor cantidad de alimentos en el futuro utilizando mejor nuestros recursos naturales.

En este momento, el principal reto Bioarroz se encuentra en la búsqueda de aliados estratégicos para implementar y explotar su patente, empresas de fertilizantes o arroceras que quieran mejorar su producción usando la patente tanto en África como en el resto del mundo. A la vez que conseguir apoyo estatal para promocionar y dar a conocer una patente con capacidad de solucionar graves problemas para la humanidad y que hasta este momento ha sido financiada con capital propio.

Ahora sí podemos decir que en España también se hace innovación social. Seguro que existen muchos otros ejemplos que me encantaría compartir. Espero vuestros comentarios @marialescorial

foto arroz

Este artículo ha sido publicado originalmente en @elpais

31
Jan

When elections are coming, most political parties do more or less the same. They highlight their core ideology (e.g., liberals, socialists, etc.), they emphasize what they will do well, and what their opponents will do badly. This process has of course a lot to do with marketing principles. For instance, a party whose voters (customers) are known to be religious will typically emphasize how close it is to the respective religion, what it will do to protect religious rights, and will try to differentiate from other parties which are not so religious.

But sometimes, there are opportunities for really disruptive positioning. So how about an advertisement for a political party showing a kid in a toy store unsuccessfully trying to operate a train-toy, and the leader of the party coming to help the kid understand when to speed up and when to slow down. Something like this spot, from the recent Greek elections.

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What does positioning have to do with this? Well, in EVERY poll preceding the recent Greek elections, there were two findings. First, the left-wing party who eventually won the elections (SYRIZA) was always in the lead. Second, its leader (and current prime minister – Alexis Tsipras) was judged as “inappropriate” to rule (either because he was too young or too extreme).

So, to bring this to the advertisement context, most Greeks wanted this kid (called Alexis in the spot) to drive the “Greek Train” (notice the Greek flag at the beginning). They are skeptical however that the Alexis will not make it on his own. These voters – exactly as if they were customers – want someone to guarantee that Alexis will drive the train, but at the same time keep them safe. And – exactly as any good business would do – the leader of the political party “Independent Greeks” – Panos Kammenos – comes to save the day. He helps little Alexis rule. Teach him when to speed up, and when to slow down.

Of paramount importance, reading the market research right (in this case, the pre-election polls) is necessary for any good differentiation and positioning. Had “Independent Greeks” (a party of the right wing, with deep traditional and religious roots) not identified the appeal of the “help Alexis” positioning, they would have probably followed a traditional political campaign highlighting their right-wing beliefs and values. In these polarized elections, that would most likely have resulted to a disaster for them, as they would have been squeezed by the leading “right-wing” party – leader the former government – “New Democracy”.

And now? What about results? What about “market share”? Before this advertisement, the polls were predicting that “Independent Greeks” (a right-wing party) would get a percentage of about 2.5%, leaving them outside of the parliament. They finally got almost double – 4.75%. And as they promised, they are now in the government with SYRIZA (a left-wing party).

So, whether right or left, smart positioning wins in the end.

Antonios (Adoni) Stamatogiannakis, Ph.D.
Assistant Professor of Marketing
IE Business School – IE University

Antonios . Stamatogiannakis @ ie . edu

20
Dec

In a previous post, I introduced to you a joint effort by the IE marketing department and Travel-Club, the purpose of which was to study consumer loyalty (for more details, see here).

In this post, I am excited to present to you the first results!

The IE research team(marketing professors Dilney Gonçalves, Shameek Sinha, myself, and our research collaborator David Santos), leaded by the head of the marketing department, professor Teresa Serra, started investigating a key question: Do loyalty programs really work?

To respond to this question we have analyzed a database of near 4 million of real customers’ transactions, which took place in the multi-sponsor loylaty program Travel Club (www.travelclub.es), the greatest experts in loyalty programs in Spain, recently collaborating with one of the leading international loyalty agencies – Aimia.

 

Some of the key results so far are:

  • Use the channels efficiently: Communication with customers is the key of the program (optimizing the number and the timing of offers and communications does increase memberspending)
  • Use the rewards strategically: Give a final push to members who are close to getting a reward.
  • Use the presence of other partners in the program wisely: Having more partners in the program can increase the members’ spending through cross-selling.

In summary, loyalty programs really work only when they are used strategically, taking into consideration the needs and behavior of the program mebers, and being with them as much as possible, not only at the time of a transaction.

For further information, and for a full report of the results, you can visit directly: www.catedrafidelizacion.ie.edu (only in Spanish – sorry :) )

No doubt, that with such great infornation on such an interesting and important topic, you will be hearing from us more in the future!

Let me wish Merry Christmas and a Happy New year to everyone!

 

Antonios (Adoni) Stamatogiannakis, Ph.D.

Assistant Professor of Marketing IE Business School – IE University

Antonios . Stamatogiannakis @ ie . edu

*This post is co-authored with David Santos

14
Dec

Brand Soul Content

Written on December 14, 2014 by Carmen Abril in ADVERTISING, Branding, Innovation, Marketing Strategy, Nuevas Tendencias

No doubt that in current market environment brand content strategy is a must for brands.

I like this idea that brand content is like body language or a kind of a brand body language because it may reveal clues as to some unspoken intention or feeling.

Net net, brand content can reveal the brand soul.

Brand content is important as it helps brands to reveal the brand purpose in depth, to show the brand beliefs and ultimately to act as inbound marketing trigger, building audience, creating interest and brand advocates. In this sense, an appropriate brand content strategy could actually be more powerful than a classical advertising campaign.

I have received recently a brand content campaign from Seagrams gin that reflects these thoughts. It has been developed by Arena Media and by my ex IMBA alumni and now good friend Iñigo de Luis.

For your background, Seagrams positioning strategy of American Originality has generally been communicated through the american vintage aesthetic.

seagram_caso

 

The brand content idea that I am going to describe is just a part of the Seagrams gin media plan. However, in my opinion, it has succeeded in further explore the real soul of what American Originality might be.

The idea is called American Portraits. The creative idea is based on showing the true and admired american spirit by selecting some characters that show the free, modern, innovative, maverick and entrepreneurial spirit of the America of the 50’s . Certainly, in our days they could be a source of inspiration.

These are the selected characters
• Diana Vreeland. Harpeer´s Bazaar and Vogue editor that created the fashion magazines as we know them.
• Raymond Loewy. Industrial designer . A genius that designed Shell, Lucky Strike, Nabisco, TWA, BP, logos, the Coke bottle, General Motors and Jaguar cars, the Concorde and the first NASA spatial station.
• Ray & Charles Eames. A couple that pre empted the Ikea and Google earth idea through their work for Herman Miller and “Powers of Ten” for IBM.
• Frank lloyd Wright. Architect. No introduction required.

This a video summarizing the campaign

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their web site

http://www.seagramsgin.es/american-portraits/

and the individuals 90 minutes films of each character. (I actually love the videos….take your time…)

Diana Vreeland

Raimond Loewy

Ray &Charles Eames

Frank LLoyd

The program has been activated through different activities, releasing the documentary films at Matadero Cultural space in Madrid, including them in Filmin and several coloquiums and magazines.

And here is my point. I believe that the brand content campaign has actually been able to explore the true brand soul of Seagrams.

I believe this idea is bigger and goes beyond the traditional advertising of Seagrams.

But now I am confused, this has been created by a media planning agency… but this is a subject for another post

Have a great week

 

@carmenabril1

29
Nov

Christmas is fast approaching, and so the “national craze” of Lotería Navidad. Millions of Spaniards are rushing into buying lottery tickets in all likely and unlikely ways, just to get a shot to be mulch-millionaires.

But why are they doing it? As any economist would tell you, buying a lottery ticket is basically one of the worst things you can do with your money. For instance, it is a lot more likely to get struck by a lightning, than to win in a lottery (for more interesting examples check here).  Yet very few people would bet on the former.

So why are people still buying lottery tickets? Is it that they are completely unaware of their low chances? This is probably true, but only partially. To fully understand this behavior, let’s take a look at the latest advertisement of the  Lotería Navidad – which already has about 4 million views on youtube.

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The fact that there is a remote chance to win, is only a small part of this story. At the same time, the plot capitalizes on several other important drivers of human decision making.

  • Reference point and loss aversion. Many decades of research have shown that losses loom larger than gains. For instance, losing 100 euros would make you a lot more unhappy than finding 100 euros would make you happy. Interestingly, the “no win” situation in the ad is depicted as a loss. This is a lot more impactful.
  • Anticipated regret. When people make a difficult choice, they often try to minimize anticipated regret. The ad cleverly illustrates this. It basically re-frames the decision as “a 20 euros expense vs. potential lifetime regret”. Looked at this way, buying a lottery ticket makes a lot more sense.
  • Identification. The protagonist has been buying a lottery ticket for many years. He never won so far… Wait a minute!! This is probably the story of almost EVERY lottery ticket buyer! So “this guy, could actually be me. I cannot let that happen!” is what many potential buyers would think.

There are many more – but there is no need to analyze everything. The point is that to sell a lottery ticket, like many other products and services, an organization has to appeal to a more hot-emotional side, and not to a cold-rational one. This ad does that in an excellent way.

Let me wish very good luck to those who will play!

 

Antonios (Adoni) Stamatogiannakis, Ph.D.
Assistant Professor of Marketing
IE Business School – IE University

Antonios . Stamatogiannakis @ ie . edu

30
Sep

I would like to raise your attention about how brands engage their customers.

Many brands complain how difficult it is, but sometimes, these brands are missing their key “engagement points”.

Let me put an example.

Today I went with my family to Reina Sofia Modern Art Museum to watch Richard Hamilton exhibition. Despite sometimes this museum has been described as a cold museum, “el Reina” is a museum I specially love.

Two reasons for that: First, I believe it is a museum that has definetely something to say to our current society; second, I really love the enthusiastic and dedicated people that work there.

I had the chance to meet them a couple of years ago. Me and my students from the university were researching about why young people are not interested in museums. The task was a great experience for all of us and we extracted some interesting conclusions, among them, these two:

Young people might be eager to experience museums but they are intimidated by many things, specially about prohibitions: don’t talk, no cameras, don’t take pictures…

Captura de pantalla 2014-09-27 a la(s) 19.03.02

This is how my students expressed their desire

Captura de pantalla 2014-09-27 a la(s) 19.03.32

Another issue that prevents museums consideration in youngsters leisure is that “talking” about museums is not aspirational, a freak behavior at best..

Well. Today I have enjoyed a beautiful experience with my kids. I promised them to stay no more than 30 minutes in the exhibition (hard negotiation) however we stayed more than an hour an a half.

Why?

No doubt Hamilton still is relevant for today’s youth but the key success factor was the ability for them to make pictures.

It was allowed to make pictures!

And this fact triggered youngsters (my kids)  the possibility to interact (engage) with the product (the exhibition) and with their friends (word of mouth). Having the possibility of making pictures have allowed them to communicate with no words, thus to communicate and share their feelings ( isn’t that an important part of art?)

Look at some of their pictures ( sorry, difficult to see in the post). Obviously, they have already shared them through instagram and twitter.

la foto 1

image

 

 

 

 

 

 

Well , no doubt next time they will be less reluctant to visit an art exhibition.

This was my take away today: when you design your product experience make sure you design it for your customer, not for yourself, nor for your company benefit. Just check it.

Thank you , Reina.

Captura de pantalla 2014-09-27 a la(s) 19.23.12

@carmenabril1

27
Sep

Hello everyone,

today I just want to open up an issue I was thinking about over the last few days…No answers, just questions.

Probably most of you have noticed the “bend-gate” of the last few days.. The new Iphone 6 bends in people’s pockets… Here is an illustration.

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So, angry Iphone users are wondering why they are paying so much money…But wait a second! Bending is not so bad, as Samsung exemplifies in related products!!

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So, could apple (with a bit of R&D and a lot of marketing investment of course), could turn the “bend-gate” into a “Bend-able phone that everyone loves”? Something like this:

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What would it take? As I said in the beginning, I am not sure at all. Could it be that Apple is starting to lose a bit of their marketing magic? Or will they turn this around, sooner or later?

What do you think? Well, let’s wait and see!

Best,

Antonis

Antonios (Adoni) Stamatogiannakis, Ph.D.
Assistant Professor of Marketing
IE Business School – IE University

Antonios . Stamatogiannakis @ ie . edu

13
Sep

Imagine you want to create a movie. The only requirement is that its story should be based on a specific book. The good news are that this book contains a great variety of amazing stories: The creation of a world by a rather interventionist almighty god, successful and disastrous adventures of whole nations under the guidance of inspiring leaders, wise prophets who fight against unfaithful monarchs, and an old man saving animals from a great rainfall.

Now, why would anyone pick the last story? Well, it may have a great brand name: Noah!

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Why is this important? If you ask people about important elements of movies they would enjoy watching, you will get the answer “a good story” very frequently, but the answer “a story that I am familiar with” very rarely, if ever. Yet, the movie industry knows that what will make people watch a movie is (at least in many cases) the latter. The abundance of remakes and sequels attest to this fact.

Let’s take the case of science fiction films. Why experiment with an original and unknown story like this:

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When you can make remakes, sequels, or prequels of a story that science fiction fans are familiar with, like this:

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In conclusion, a strong brand is without a doubt a very strong marketing tool, sometimes the most important one for market success. It may be even stronger than the product itself, even if in many cases consumers will be reluctant to admit it. This fact becomes even stronger with the wide use of social media. It is a lot easier and cooler for anyone to twit “Check out the new Spiderman movie” than “Check out this new movie that I find interesting, but you have never heard about before”.

 

Antonios (Adoni) Stamatogiannakis, Ph.D.
Assistant Professor of Marketing
IE Business School – IE University

Antonios . Stamatogiannakis @ ie . edu

30
Aug

The summer is almost over, and in this  post I would like to discuss issues related with the “King” of the summer industries – tourism. The question was born in my head during my vacations at my hometown, in Crete. Specifically, the official numbers for Greece – and Crete in particular – showed an increase in the number of tourists in relation to 2013 (which was also a good year). In addition, I could personally observe that there was a big number of tourists strolling on the streets. Nevertheless, the owners of tourism related businesses (e.g., small hotels, gift shops, etc.) were complaining that their business was down. And a quick look inside these businesses confirmed their view: Most shops and small hotels were not nearly as busy as last year.

So how could both of these opposing facts be true? I believe it is because of the existence of two pretty well-defined segments of tourists. The first segment, let’s call them “the relaxers” primarily care about resting and relaxing. What they want from their vacation is as few hustle as possible, even if that means missing out on a few interesting stuff. Naturally, they prefer a vacation package that they book from a travel agent. This includes a big hotel (usually part of a chain), which offers them everything: 3 meals, shops, cafes, bars, close access to a nice beach. They typically leave their hotel only for pre-scheduled excursions either to the closest town, or to a few main attractions.

The second segment, let’s call them “the explorers” primarily care about exploring and getting to know the place they visit. What they want from their vacation is new experiences, and are willing to exert more effort in discovering the “secrets” of the place they are visiting. They usually stay at small hotels, but they spend very little time there. On the contrary, they leave their hotel early in the morning, and it is not unusual for them to eat, shop, have drinks, etc. at a different place each day – or even during the same day. They plan most details of their trip on their own, perhaps with the help of friends and “experts” (e.g., tripadvisor).

So, what seems to have happened in Crete this summer, is that many tourists came (thus, the increase in the gross numbers), but most of them were “relaxers”, and few of them were “explorers” (thus, the decrease in tourism revenues for small tourism related businesses).

Now, is this a problem? I believe it is. In an uncertain industry, such as tourism, it is risky to concentrate only on one market segment. For instance, relaxers would go to any place that their travel agent sends them, as long as they can relax. But travel agents operate based on profit, so they would have no problem to send their clients to other locations, as long as they get a better price. So low prices (at the package level) are critically important for that segment, and can result in big changes in demand from year to year.

I could mention several examples, but perhaps the most convincing is the following. The Greek Ministry of Tourism, seems to want to target both the relaxers and the explorers. For instance, take a look at the following ad – it seems to be targeting for the most part the “explorers”. So are many of the videos of the official agency for tourism in Greece.

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In summary, it looks that the good results in terms of “sales” (i.e., gross tourism numbers) are not the result of a careful marketing strategy building on the competitive advantages of the brand “Greece”, but a result of competitive pricing (which, may be a result of the ongoing economic crisis in Greece). If that is the case, the positive results of Greek tourism during the last couple of years are not likely to be sustainable.  They will be over together the price advantage, largely stemming from the crisis. In order to ensure long-lasting market growth,   an aligned marketing strategy is necessary.

Antonios (Adoni) Stamatogiannakis, Ph.D.
Assistant Professor of Marketing
IE Business School – IE University

Antonios . Stamatogiannakis @ ie . edu

 

16
Aug

Should you bet on Sustainability? Does it make business and financial sense to go for a green positioning? What can companies and brand expect for these sort of approaches?

sustainability

I could actually write a book about these questions, but would rather keep it simple today. According to a research from Havas Media Group, Brands must be meaningful. In the sense that they need to embrace values that resonate with customers. If not, you risk becoming part of the mainstream (7 out of 10 brands according to this research) and become irrelevant to your target group… I.e. your customer would not care at all if your brand disappeared…

Meaningul Brands

Bearing this is in mind, there are quite a few possible approaches here. You can create a Corporate Brand Identity around sustainability like the one of Unilever, or you could keep it simple and go step by step. And, if you opt for the latter, then the approach would be simple: Take one value that resonates with your customers and build upon it.

Meaningul Brands Info

One of the possible values is everything related to playing it Green, to positioning yourself as an Environmentally Friendly Company, who cares about Nature and the Ecosystem. And one example of this would be what not a company but an Industry has actually done: The Green approach of the Hotel Chains.

You know what I am speaking about, but let me share one recent example I got so that we are all in the same page. I just went to Penn State University for a Symposium on Digital Learning. The event took place in an Event Centre where everybody was hosted. And of course, when in the room, you could find it with signs that were basically telling something like this:

“If you want your towels to be replaced, please leave them on the floor….

If you want your bed sheets not to be changed, please leave this sign on your bed…

When deciding, please consider the amount of resources that are thrown away and the impact is has on Nature…

We are fully committed Hotel with Sustainability and appreciate your support…”

towel save planet

The result?

Firstly, most customers decide to play it green.

Secondly, the Hotel Chain makes a good impact on the brand positioning, as long as customers end up perceiving the brand as committed with sustainability.

And lastly, the Hotel Chain actually saves a lot of money for not having to wash and replace thousands of towels and bed sheets…

Food for thought

Quite simple, isn´t it? But it works and delivers quite good results. So bear in mind two things from here:

  • Brands needs to resonate with customer values, they need to resonate and engage.
  • The latter does not necessarily imply ad multimillion investment. It could be as simple as taking one value and get your message across.

I look for your comments @ignaciogafo

Reset!!!

Ignacio Gafo

 

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