Marketing Plan formulated under Waste to Wealth Scheme for Integrated Waste Management in Bhopal City

Assignment Taken

To propose the detailed marketing plan for the company under “Waste to Wealth” Scheme of Madhya Pradesh Government

Case Understanding

The Madhya Pradesh Government plans to build region-based integrated waste management facilities that will serve surrounding ULBs to make trash management procedures in Bhopal more effective and financially sustainable. Primary and secondary collection of municipal solid waste (MSW) produced by urban local authorities is also a part of the project. The government of Madhya Pradesh is calling for private sector businesses to participate in designing, Building, Finance, Operating, and Transfer Integrated Municipal Solid Waste Management Projects and turning Waste into Wealth for the same purpose. Our company has chosen to participate in the M.P. government's "Waste To Wealth" Scheme for the city of Bhopal. To be considered for this project, our organization must develop a comprehensive plan and proposal considering marketing, financial, human resource, and IT requirements.

BCS Solution Summary

The present case study explores the city of Bhopal, which succumbs to a significant problem of municipal solid waste and its management. A qualitative investigation using strengths, weaknesses, opportunities, and threats analysis (SWOT) is carried out to formulate strategic action plans for MSWM in order to mobilize and utilize the community resources on the one hand and the municipal corporation's help on the other. We outlined the solid waste, demography, strategy layout, and action process to tackle this issue efficiently under the "Waste to Wealth" Initiative. It has allowed the introduction of an active participatory approach of the public for better collaboration between the community municipal corporation and the company. Efforts were made to explore the ways and means of converting the waste to wealth using various possible initiatives in a community-based MSWM program.

Solution

About the Company

Trash Gold Pvt. Ltd.

ABOUT US	We are a leading pro-environment, integrated waste management company that operates in the sectors such as municipal solid waste processing and power generation, recycled fashion retail manufacturing, and merchandising.
MISSION STATEMENT	To provide an integrated solid waste management solution to the people of Bhopal by leveraging into the latest technology in solid waste management and enhancing the quality of life by being a community-oriented and environmentally friendly firm.
VISION	To be a PROMINENT waste management company committed to promoting a CLEANER & HEALTHIER environment to the people and reducing the carbon footprint using innovation
DRIVING VALUES	We believe and stand firm with the company's core values of safety, accountability, responsibility, conservation, innovation, people empowerment, and a customer-centric approach
GUIDING PRINCIPLES	Recognize waste as a resource through the 3R principle, and the production of fuels and energy, when financially viable.  Manage waste destined for disposal with state-of-the-art landfill resources, operations, and long-term care. Aggressively pursue the best available demonstrated technologies that minimize the volume and toxicity of wastes and protect the environment for future generations. Recycle the waste using automated machines and procedures and aid in sustainable fashion Promote public education and awareness of effective and efficient municipal solid waste management practices.

 

SWOT Analysis

 

STRENGTHS	WEAKNESSES
Over 24 years, Trash Gold Pvt. Ltd. has invested in building a strong brand portfolio Regular waste collection Strong top-down planning (when the working is within a positive environment) Establishment of Recycling Centres Trained workforce and expertise in waste management Employment opportunities for women and public	As there is transition from industrial waste management to Solid Waste Management, Company needs to have special training and understanding to stand out among competitors. Awareness regarding waste collection guidelines is low among public High Monitoring cost The high attrition rate in the workforce
OPPORTUNITIES	THREATS
Business Expansion on a national level as a leading waste management company Bagging numerous waste management projects under Swaccha Bharat Scheme New trends in consumer behavior can open up new market Converting waste into energy and wealth using a circular economy Potential for creating waste-picking associations Collaboration with NGOs working for environmental causes	New technologies developed by the competitor or market disruptor Low environmental awareness among the public Frequent changing of legal regulations and protocols concerning changing political scenario Policy modification, while the project is undergoing, may create financial loss to a certain extent as huge investments are made

 

Study of Bhopal City Waste Management

ASSESSMENT OF THE MUNICIPAL SOLID WASTE IN BHOPAL

Assessment of the current solid waste management (SWM) situation in Bhopal City revealed the following features:

• Waste collection, transport, and disposal systems operate at reduced capacities due to civil unrest, looking of SWM facilities and equipment, lack of maintenance, and insufficient numbers of qualified SWM managers, supervisors, and specialist personnel. Results include substantial waste accumulations around public waste containers and in streets and public areas.
• There are no sanitary landfills and most of the dumpsites in Bhopal City are at the limits of their capacity to accept waste.
• There is an informal recycling economy, although its size is difficult to estimate. Materials are provided by informal waste collectors who engage in the door-to-door collection from higher-income neighborhoods and sort the dry wastes. Small enterprises buy these materials, perform some levels of processing, and sell them to end-users.
• Composting of urban wet wastes does not appear to be practiced.

Strategy Development

The Waste Management strategy with the objective of “Waste to Wealth” is the need of the hour in Bhopal City. With inefficient and financially non-viable waste management techniques, we need to come up with a strategy that addresses this issue in the best economical way.

For this, we will follow 7 Step Approach for Plan Development

STEP 1: POLICY, FRAMEWORK, AND LEGAL FRAMEWORK

This includes a detailed review and analysis of municipal-level laws, rules, policies, programs, and guidance related to MSWM to ensure that the MSWM plan is developed within these framework conditions.

STEP 2: ASSESSMENT OF THE CURRENT SITUATION AND GAP ANALYSIS

This includes conducting a critical assessment of the current status of SWM in the city as per the SWM Rules, 2016; NUSP; service level benchmarks (SLBs) for SWM service delivery. This includes ward-wise details, storage, and segregation levels, primary collection practices, street sweeping, transportation, processing and disposal of waste, etc. The assessment should identify deficiencies or gaps concerning human resources, financial resources, availability of essential data, land availability, stakeholder willingness, and awareness levels, as well as identify the community's information, education, and communication (IEC) needs.

STEP 3: STAKEHOLDER CONSULTATION

Stakeholders’ views, including their willingness to participate and pay for the service, should be considered. We need to ensure that women, as important providers of MSWM services as well as beneficiaries of these services, shall be adequately involved in the stakeholder consultations and decision-making processes.

STEP 4: PREPARATION OF A DETAILED PLAN

Waste minimization or reduction, waste reuse, and waste recycling practices (3Rs) are taken into consideration to develop an effective plan for “Waste to Wealth. This includes requirements for equipment, vehicles, staffing, land revenues, etc., for providing door-to-door collection, street sweeping, secondary storage, transportation, processing, and final disposal of waste. It also includes power generation and Sustainable recycling.

STEP 5: IMPLEMENTATION OF PLAN

A pilot scale and macro-level time plan for the implementation of key activities proposed under the short-term and long-term plans are implemented for effective waste management.

STEP 6: PLAN VALIDATION BY THE STAKEHOLDERS

All of these initiatives depend on active and appropriate public participation and support, including the delivery of waste to doorstep collectors, refraining from littering, taking part in waste recycling programs, buyback initiatives, and—most importantly—exploring solutions for waste minimization. Hence stakeholders, especially women and youth should be considered in decision-making processes.

STEP 7: APPROVALS AND FINAL EXECUTION

After successful implementation of the plan and post-issue redressal, the final plan can be executed successfully.

 

Perspectives and Plan of Action

Efficient collection of waste and segregation

WASTE TYPE (Based on income groups and waste category)	PLAN OF ACTION
Waste arising from High Income, Middle income, and Low-Income Groups Households (HIG)	Strategy:   frequent door-to-door separate collection of food waste (e.g., weekly or more often depending on the climate and season); less frequent collection of mixed waste (e.g., every two weeks); door-to-door collection of recyclables (e.g., paper, cardboard, cans, plastics, glass), individually source separated where public acceptability allows, otherwise co-mingled and sorted at a material recovery facility; glass, followed by paper and cardboard, is more often more effectively collected separately; a convenient network of kabadiwalas that accept all waste fractions not collected door-to-door or in street containers from households, including hazardous waste and bio waste (e.g., from gardens)   Right Approach: Systematic app for scheduling pickups, on-location service, trash reminders, and green coins system to redeem Fixation of TPM Schedule (Time Place and Movement) Collection Team: Includes Door to Door garbage collection vehicles, hydraulic trucks, and men power Dustbin color coding and awareness among the public
Commercial waste from markets, shopping complexes, restaurants, hospitality, and shops	Strategy: Forming “Green teams” in local areas to collect segregated waste Introduction of green points and redeem terms Efficient one-location collection of waste Right Approach: Awareness among shopkeepers and businessmen Dustbin color coding Fixation of TPM schedule Application training and knowledge
Slum areas and On-site Waste (Dumping sites including old and fresh Garbage)	Strategy: Sensitization and Tutorials on waste disposal and handling Right Approach: Partnerships with Forums and NGOs to sensitize the slum dwellers and ragpickers regarding waste management and disposal techniques Frequent counseling sessions Employment opportunities in recycling and product manufacturing facilities Distribution of safety kits for handling waste Ration kits to the families

 

USP and facilities Catered

• Selection of type of vehicle-based on the width of existing road channels
• Coverage of the number of residences on each route – between 1,000 and 3,000
• Strengthening the existing system of garbage collection by creating public awareness through one-on-one group meetings.
• Drivers and "Swachchhta Mitra" are provided with uniforms & identity Cards, with each vehicle
• The concession period of this project is kept as Seven years keeping in mind the useful life of the vehicle and recovery of the investment by the company
• All the pick-up vehicles are equipped with proper alarm systems to let the residents know of their arrival at the doorstep regularly between 7:00 am to 1.00 pm
• The facility of the second shift is scheduled for collecting waste from commercial units from 4.00 pm to 11.00 pm daily in each zone
• The system operates 365 days a year with no holidays
• Creating Public Awareness through various campaigns is also part of our responsibilities
• A centralized complaint management system is set up at the Trash Gold Head office and through the application available on PlayStore
• Efficient and quick grievance redressal system
•  Provision for segregated waste collection (Dry & Wet)

 

Trash Gold Application

We have come up with an extensive user-friendly application with features. The app comprises various waste management features and also provides local details and waste management policies. The features are as follows:

• Permits the users to schedule, monitor, and track waste pickups
• Users can locate the routes of types of waste, embracing residential, recycling, or commercial
• Real-Time location and Activity tracking
• Activity Alerts
• Complaint Redressal and online chatbot support
• Request Waste pickup on demand
• Analyze environmental impact based on your disposal on a weekly, monthly, and yearly basis
• Offers DIY and reuse tips and links
• Gives an option to redeem coins and rewards based on the disposal which users can use for shopping
• In later stages, the regular waste management systems’ challenges can be met through hardware solutions, like apps for drivers’ tracking while on duty and operations going on. 

  The basic features include:

  Admin Panel	General Public	Driver
  Login	Register	Login
  Create Garbage bin	Login	Check daily work updates
  Update/Delete garbage bin	Register complaint	Choose the best route
  Assign the best route for drivers	My complaint & status	Update garbage load
  Manage driver system	Redeem Coins	Update rounds and areas covered
  View Garbage Report	DIY Portal	Attendance and Leave
  View complaints from the public and redressal	Track my disposal

The demo pictures are attached in the attachment below.

Tracking Waste Management

A waste tracking system will help our company to have a clear idea of how much waste we have collected, recycled, and disposed of over some time. Furthermore, it will also help the company with tracking any waste. This will help in case of any challenges in waste disposal or during times when we are confronted with any environmental issues, the company can trace the source.

Implementing Marketing Mix Model

PRODUCT STRATEGY	PROCESS STRATEGY	PEOPLE STRATEGY	PLACE STRATEGY	PROMOTIONAL STRATEGY
We will continue to tailor our services to the needs of the public concerning waste generation. We will offer different services for residential customers which will help them decide how best to handle their waste collection needs.  In the future, we will offer specialized waste pickup as new hazardous wastes are developed, increase the number of materials that can be recycled, and meet adhere to changes in environmental laws.	Efficient pickup, segregation, recycling, and disposal of waste that helps in reducing the carbon footprint Promoting Circular economy: Circular Economy (CE) is a sustainable alternative to the traditional linear (take-make-dispose) economic model, reducing waste to a minimum by reusing, repairing, refurbishing, and recycling existing materials and products.	Training the staff, truck vendors, and collection team Comprehensive and synergic staff that helps in energy production, product recycling Encouraging stakeholders, residents, and women to participate actively in the initiatives	We need to continue to find new and better ways for waste collection. The disposable eco-friendly bags to pick up the waste makes it easier for people to drop off the waste. We will collaborate with small forms selling color-coded dustbins and trash bags for making it easier for the customers. We will find better and easier ways for current customers to get their waste picked up, recycle easier and recycle more.  We will continue to improve customer service and customer education.	Publicity using the newspaper, magazines, and pamphlets Regular awareness campaigns and mailing to the public regarding effective waste management Publicity using word of mouth and local television channels Brand activism Refer and Earn green points Scheme Counseling sessions in schools, colleges, and RWA Digital Presence through Social media marketing, influencer marketing, SEO, and YouTube. App Installation and rewarding Green points to consumers to redeem Promotion through collaborations with NGOs, forums, Mahila Mandals, and celebrity endorsements

 

Action Programs

1. Education: Provide educational programs for schools and community groups on how Trash Gold is working to help the environment and what individuals can do to help through recycling and reducing waste.
2. Sponsorship: Increasing the number of habitat projects, and park programs so people can see Trash Gold in action. This is done by providing waste pickup at events, occasions, and in marriage halls, banquets, etc.
3. Waste-to-Energy production: Increasing the research into improving the efficiency of W2E production, and increasing the number of facilities generating energy.
4. Identifying and investing in products that can be manufactured using waste: This includes working on projects like power generation, plastic roads, composting and manure, manufacturing clothing lines from plastics, and generation of fuels from the waste.

Waste To Wealth Initiatives

Use of Organic Waste and Power Generation

The biodegradable organic waste collected and segregated from households, and nearby vegetable and fruit markets can be used to produce biogas under Bhopal Smart City Project Scheme linked with Swaccha Bharat Abhiyaan. This biogas generated by the Waste to Energy Bio methanation process can further be used to power the streetlights. As 50-60% of waste generated in the city is organic waste, this green initiative will help in power generation and in reducing the carbon footprint.

Fuels Production (RDF)

Solid waste fuels are produced to specified qualities by different treatment methods. These include drying, shredding, and compressing into briquettes or fuel pellets. Fuels can be specifically tailored for ease of transportation and for different uses where industrial heat is required. This makes them suitable alternatives to fossil fuels. These Refuse Derived Fuels are produced from industrial or commercial sites, are shredded, dried, baled, and then finally burned to produce electricity. This makes RDF a great option for sustainable and eco-friendly fuel.

Incorporation of Plastic in constructing the Roads

10% of plastic waste is used with traditional materials to build roads and pavements. These roads have proven themselves in quality, abrasion value, water absorption, and impact value concerning strength. Plastic roads are not fully made up of plastic material but they are constructed by collecting waste plastic material which includes Poly Plastic (carry bags), Poly Vinyl Chloride (PVC) ie plastic mats, carpets, etc, Low Density (LD) plastic (Milk pouches, etc.) and Multi-layered (ML) plastic like chips packets, biscuit rappers with aluminum coating, etc.

Collaborating with organizations to teach people to turn waste into craft items and earn extra for their livelihood

Vocational training in collaboration with organizations like PaperKraft and Skill India Initiative of Government can be organized for Women and Slum residents so that they can earn extra and waste can be converted into useful items for earning. This includes jewelry made of junk, chandeliers, and windchimes made out of plastic and magnets, dolls, fabric pouches, bottle aprons, and other interesting items from waste such as glass, plastic, newspaper, and pet bottles.

Recycling and Waste to Wealth Conversion: EcoTrendy Clothing Line

We have come up with the unique idea of product development from waste. As our company has a glorious record of industrial waste management, we have decided to come up with a product developed from the waste and grow it as a business on a large scale.

PRODUCT DETAILS:

We are going to convert these plastics into yarn and fabric consecutively and finally into fashion clothing which includes wearables and accessories.

PROPOSED BRAND NAME AND TAGLINE:

Our Brand “EcoTrendy” strongly stands with the tagline “Going Zero Waste”. Using automated machines, pneumatic sorting using artificial intelligence and coding, and machine learning, we will manufacture the Fabric from plastic recycling. The detailed process is highlighted in the attached presentation.

BRAND POSITIONING

Mission: To create 100% recycled clothing, in addition to being aesthetic of the same style and quality as other products made with non-recycled products found in the market.

Vision: To stop using the planet's natural resources carelessly and use recycled clothing to stop harming our planet Earth.

Values: Commitment to the environment and people, consistency, transparency, integrity, and innovation

MARKET RESOURCES

PRODUCT	The product portfolio covers different categories of the textile sector. The products are aimed at men, women, children
PRICE	Due to the high economic impact and high cost of R&D, pricing is a bit high. We will use psychological pricing strategies:  ● Prestige Pricing. Because of its large investment, the company must price higher than the competition to make a profit. But in addition, with its high prices, it manages to create an elite perception so that status-seeking customers want to buy them. ● Odd-even pricing: So that the consumers perceive the item as costing less than it does.
DISTRIBUTION	Once the product has been made with the suppliers, we will sell the product in physical stores and online stores. The rest of the production is sold to independent intermediaries with whom the brand works. The population can also redeem their green points to shop for these eco trendy clothes.
COMMUNICATION & OUTREACH	To create advertising and media presence by using apps, social media platforms, newsletters, digital marketing, collaborations, and website.

 

Conclusion

This door-to-door garbage collection system, experimenting, implementing, and maintaining the project as efficiently as it is designed at the planning stage is only possible with proper sensitization of the public regarding the circular economy and waste-to-wealth initiative. Residents have to be woken up to the necessity of keeping the city clean or face the hazardous consequences yet it's going be a long way before they realize the importance of segregation at the source of wet and dry waste. Western concepts of recycling, reuse, and complete awareness of hygiene may take a while to be absorbed in our cities. A lack of common civic sense also hinders the activity taken up by the company and the government initiative. Hence proper marketing and awareness need to be done to make people realize the trash turning into cash for them. Collaborations and partnerships are also to be done with parties to help in training, teaching, and entrepreneurship initiatives. People especially slum dwellers and migrant workers and women need to be pushed and encouraged to take up these activities for a better environment. All sorts of complaints are given due importance to make the system more effective and in turn to create as much awareness among people at large. Besides group meetings at societies, more and more frequent coverage in mass media can definitely be of great help to this good cause.

Attached File Details

View Attachment file (Waste to Wealth Bhopal.pptx)