We care report

Q1) Your impressions on the technologies and their applicability. (I do not want
a detailed description of the technologies - just a listing would be sufficient)
A1) The following were the technologies used by them:
Wind towers- reduces the intake air temperature by 3-5 deg C.
Use of Phytoremediation plants- Reduces and is used for water treatment.
Solar Panels- Is an alternative to conventional energy. Reduces their electricity cost
and excess energy generated is transferred to the power grid.
Use of Jalli System- Increases cross ventilation and thus temperature is controlled.
Courtroom system- Increases cross ventilation and thus reduces temperature.
Rain Water Harvesting- Increases ground water table level.
Use of Old furniture- Reduces wastage as well as cost.
Green Center- Is not a technology but is a center where innovative green ideas are
exhibited.

Looking at these technologies it can be observed that all these were present in ancient times
as well and CII is following that same system and successfully implementing it.










Q3. What can be done to increase market penetration of these technologies?
Market research and positioning: Conduct extensive research and list the companies that
are in your space, start-ups to large enterprises. Identify the top 3-5 companies that youd
consider your top competitors and position your company/product against these
organizations. Create 1-3 crisp messages that showcase the value of your product and how it
impacts people, planet and profitability.
Build brand leadership: Work with professionals and executives to develop brand identity
that is unique and sustainable. Design external and internal programs that will promote the
brand and build credibility. Leverage social media to engage with your target audience,
prospects and influencers. Define guidelines to maintain brand integrity for employees,
partners and customers.
Be involved: Stay on top of developing trends, policies and competitive announcements
using appropriate tools and timely news feeds. Look for opportunities to get involved with
the community and become an influencer rather than a follower. What does that mean? Lets
say your company is working on renewable energy technology, have your
executive/executives get involved with groups and government agencies that are creating or
updating policies, roadmaps and ecosystems. This also gives the marketing team fodder to
create thought leadership campaigns.
Influence the influencers: Identify the influencers in your industry and customize your
pitches accordingly, so it resonates with each individual vs. generic pitches about why one
should buy your technology. For example, if a journalist focuses on the high cost of solar
panels, talk to her about how your product is not just XX percent cheaper than your
competitors but that it can be installed XX times faster and can capture suns energy XX
times more efficiently (which is one of the biggest challenges in the industry).
Educate the market: To underscore your product claim, identify customers and partners
who use your technology and can speak to your companys strengths and demonstrate the
impact of green innovation on society and peoples lives. Turn users into ambassadors and
encourage them to share their experience at appropriate events, write a blog or do a podcast.
Without real life examples, a company may not have the credibility needed to impact the
bottomline. However, in the case of start-ups or new technology that is not ready for
commercial release, you may have to find other metrics to convince the industry that your
green innovation is indeed effective and efficient. And once you have users, create strategic
programs to leverage their success stories and use tools to capture positive feedbacks.
Granted these are broad stokes and that strategy and campaign details will vary by size of the
company, technology, resources and budget. But at the end of the day, you have to create a
campaign that meets your corporate goals, influences the market, generates awareness and
impacts revenue.