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Tag: Barco India

  • Barco’s New ECO-labelled Products Support Environmental Priorities and Ecological Balance

    Barco’s New ECO-labelled Products Support Environmental Priorities and Ecological Balance

    Barco, a global leader in professional visualization and collaboration technology, has developed the innovative and transparent ecoscoring, a comprehensive way to measure the environmental impact of products, for a sustainable ecosystem. The comprehensive scoring scale covers different types of products – from medium-sized projectors to large LED walls, servers and medical displays and prioritises environmental sustainability and a healthy ecosystem for technology solutions.

    Barco values transparency and as we know that in today’s time, there is no all-round scoring scale available that could cover different products lines – from medium-sized projectors to large LED walls, servers and medical displays. This is why the company has come up with an objective tool which can grade the products line of Barco according to their ecodesign performance which will give the overview on environmental performance and encourages developers in Barco to make sustainable choices.

    According to Rajiv Bhalla, Managing Director, Barco India, “At Barco, sustainability is an integral part of our business strategy aimed at 'enabling bright outcomes'. We focus on helping our people and communities, along with safeguarding the planet. Barco ecoscoring is an innovative method to provide transparent information to our consumers. It also enables our developers to mitigate the environmental impact at every stage of the design process. By 2023, we aim to ensure that 70% of our hardware revenues come from products with the Barco ECO label, and 75% of the products we launch feature this label.”

    The ‘Barco ECO label’ mark is offered to the products that are at the top of the ranking and it allows evaluating the ecological footprint of its products in a quantifiable manner to be excelling as per the industry benchmark and must be energy efficient. Barco has already shipped the first products with this label, including the 6MP diagnostic display, some ClickShare solutions and the Series 4 Projectors.

    The all new Eco Labelled products encourages developers to make sustainable choices. The framework enables customers to validate a product’s ecoscoring, which is externally validated against the ISO 14021 standard.

    Barco’s ecoscoring system is fully integrated into the product design process, with sustainable choices aimed at attaining a high ecoscore being incorporated at the beginning of the design phase. Throughout the development process, the R&D segment incorporates ecodesign in its decision-making process and continuously improves the sustainability ratio of Barco products.

    The ecoscoring tool focuses on 4 domains that have the highest impact on the product environmental footprints.

    Energy: It increases the efficiency and transforms electrical energy into the product’s intended functions like standby, normal mode, and off mode. 

    Materials: It reduces the use of (potentially) hazardous substances that are currently restricted or may be restricted in the future, promoting the use of materials that are more environmentally friendly. 

    Packaging & Logistics: The method optimizes packaging design to reduce logistic footprint and the amount of material used, improving the potential to use and recycle the packaging material afterwards.

    End-of-life: The process improves material efficiency, ensuring that the product does not become early waste, and reduces the impact at end of life. It further reduces the amount of non-recyclable materials.

    For each domain, a score is calculated assessing the product on several relevant topics including regulatory evolutions, industry and peer benchmarks, customer demands and voluntary ecolabels. To match the industrial benchmark, ‘Barco ECO label’ is reserved for products that excel in at least two of the domains, keeping performance as the prime priority to reach the industry standards.

    Products which are assigned with the Barco ECO label offer tremendous value to customers. These products typically have a lower TCO (Total cost of ownership) when it comes to energy efficiency and longevity. Furthermore, they are designed to ensure modularity, upgradability and connectivity, and re-use and recyclability.

  • Lockdown blues prompt brands, agencies to rethink strategies

    Lockdown blues prompt brands, agencies to rethink strategies

    MUMBAI: Even in a lockdown, the show must go on, even if it means cutting down your exenses. With cash crunch being a problem across the world, brands and agencies are figuring out how to optimise communication at the lowest cost.

    Indiantelevision.com reached out to a cross section of brands and agencies to get their perspectives on this.

    According to FCB Ulka ECD Anindya Banerjee, this is the period of hand-holding both the client and the consumer. “While the sentiments and the bottom-line have taken a hit, we can’t disappear from the lives of our consumers. Also, some businesses like financial services and banks haven’t stopped. The idea is to tailor-make messages for the consumer.”

    Giving a helping hand to clients, Marcom Avenue director Divanshi Gupta says that it is curating more personal content and strategies such as industry opinions, post-pandemic come-back strategy presentations, blogs, articles, that can help its clientele to establish themselves once Covid2019 is under control.

    Brands have been figuring out how to get through this difficult phase as well. For Liberty Shoes, the months from March to June are key for business. Says its retail executive director Anupam Bansal: “New season’s merchandise was placed in the shops, sales teams were geared up, marketing campaigns for ‘back to school’ or ‘marriage season’ was all set, but unfortunately the pandemic hit at the same time. It was difficult to quickly act on the situation and with social distancing and lockdown, mindsets are cash-conservative.”

    Without demand and revenue, Liberty’s marketing expenses also took a hit. It had to safeguard finances for rainy days, deducting the ad expenses, which, according to Bansal, was an articulated decision. The company is looking at consumer behaviour staying constant for another two quarters.

    The challenge before brands and agencies is to balance their economic losses while staying present among consumers. DigitalKites senior VP Amit Lall says that brands are reluctant to allow their focus to dilute and wish to stay relevant to the consumers. This is where digital comes into the picture with its ability to provide faster reports on investment.

    Barco India head of marketing Vijayant Khattry feels that it is only natural that most of its current campaigns revolve around remote meeting as well as virtual learning products like ClickShare Conference and weConnect as it expects their demand to increase substantially even after people go back to the office post-pandemic.

    The lockdown has seen digital spends shoot up. Banerjee says: “The pandemic has forced all companies to go digital. Fortunately, at FCB, we’ve been aligning ourselves to not work as a traditional agency for quite some time and that has helped us during these times.”

    In order to maintain the balance, Marcom Avenue has shifted its focus to branding and community building rather than sales/lead generation activities. Gupta adds, “Some of our clients have introduced new product lines during the pandemic like masks/hazmat suits/infra-thermometer, etc., looking to make available medical products to the health industry and further requiring us to create end-to-end marketing for these essential products in demand. Further, we took an initiative to analyse and tap into different industries that are booming like e-learning and pharma, so that we can help them increase their revenue and RoI.” 

    Apart from shifting focus from OOH and print to TV and digital, brands are looking at other options as well. Liberty Shoes is improving the UI/UX of its website to give a better customer experience. The company is also improving the website SEO to future-proof itself. It is also looking at strengthening its social media/influencer marketing tools to stay relevant. “Personalised communication with consumers is also taking place using the CRM database,” says Bansal.

    MediaTek marketing and communication deputy director Anuj Sidharth says, “We are also trying to increase our focus on offline public relations activities such as virtual roundtable conferences, webinar sessions, etc. MediaTek is maintaining consumers’ focus on the interesting mix of technologies that we power, especially products like mobile phones, tablets, smart TVs, wi-fi routers and voice assistant devices, which have become even more vital. We are also devising marketing mix strategies for mobile and non-mobile segments.”

    While brand building and marketing is a difficult thing for most brands to undertake simultaneously right now, communication is still essential in some way or the other.