MARKETING HEAD

Assignment Taken

MARKETING PLAN

Case Understanding

The case is about creating a company that aims to convert waste into wealth. The case has given us an outline of the company that needs to be established.

BCS Solution Summary

1)Company name 2)About Company 3)Vision, Mission, Objective 4) SWOT analysis 5) Marketing Strategy 6)Awareness about waste segregation at house level.

Solution

COMPANY INTRODUCTION-

 

SWILL WASTE MANAGEMENT PVT. LTD. as the name suggests washes everything by pouring water over it. It is the Waste Management Company based in Bhopal & working since 1998 that aims to keep the city well-maintained and enforce sustainable trash collection, treatment and segregation systems, as well as a regulated, organized, and innovative approach to minimising waste creation across the country. Besides this company also aims to convert the best out of the waste that can also be a source of income for the company. The company has been dealing in Industrial Waste Management till 2020. However, since then the company is looking forward to dealing in residential, commercial and industrial waste management services to serve the environment and the community on a pan-India basis.

 

MISSION, VISION AND OBJECTIVE

• Company’s Mission statement: To develop a secure, economical, and efficient collection, disposal, and recycling system that safeguards the global ecosystem while driving the country's efforts to achieve global cleanliness standards.

• Vision: To be a centre of excellence in the sustainability of the country's ecosystem via our commitment to offering extensive and long-term resource-efficient solutions to the sustainability challenges faced by society.

• Objective: To strengthen and broaden the Swachh-Bharat Mission via the use of scientific methods, techniques, and excellence. To develop financially feasible and sustainable waste management strategies. Identify, create, and implement technologies for treating waste in order to generate electricity, waste recycling, and obtain valuable assets.

 

SWOT ANALYSIS

STRENGTH- Swill Waste Management Pvt. Ltd. is known for its excellence in Industrial waste management being established in 1998. With a large customer base, this company has served a lot of prominent industrial client and have expertise and experience in the B2B marketing domain. This will in return help in extending the services to serve commercial and residential waste management.

WEAKNESS- Apart from the core business, there has been limited success. Despite being one of the leading organisations in its sector, The company has had difficulty expanding into new product areas with its current culture.

The company have to rely on foreign companies in order to import advanced technology for waste management which includes additional costs. Requires higher expenditure on training and development of the men power as compared to the competitors

OPPORTUNITY- Waste Management in India is predicted to be worth $14 billion by 2025. India's 1.3 billion population now creates 62 million tonnes of solid waste generated trash every year. 

India offers opportunities in a variety of waste management segments, including municipal solid waste, electronic waste, bio-medical waste, agricultural waste, and others. By 2050, India is expected to be able to start generating 3GWof power from the trash.

THREAT- The waste management industry is becoming highly competitive as many companies are penetrating the Indian market. There is limited availability of trained waste management professionals. Lack of awareness among people regarding the segregation of waste based on solidifying and liquid waste. Different and rigid government regulation leads to putting constraints on future upcoming opportunities.

 

CREATING AWARENESS AMONG PEOPLE ABOUT WASTE SEGREGATION

• Outreach to schools to educate children on the need for waste segregation. Furthermore, getting the assistance of local community groups in order to promote the campaign on a larger scale in society.

• Distributing the two distinct coloured dustbins to the household or ward where there was strong community objection. accompanied with explicit directions for sorting garbage based on its solid or liquid composition.

• The company officials need to conduct a visit to persuade residents to segregate their trash at home. Besides, this official needs to demonstrate the segregation process in each ward in case they found any reluctance from the residents to do so.  This will bring a huge impact on the behaviour of all the families of each ward.

• Every year, the top three households from each ward will be acknowledged and publicly recognised for their enormous contribution to educating and effectively executing the trash segregation process.

• Penalties will be imposed on homeowners found to be throwing non-segregated trash into garbage collection vehicles during random inspections by company officials. 

 

MARKETING STRATEGIES

• Product Strategy: Swill will remain to customise its services to the demands of the many diverse consumer groups and the sorts of garbage they create. Swill will provide seven distinct services for individual households and nine distinct services for companies. Furthermore, Swill gives information for 11 distinct company groups to assist them to determine how to effectively handle their garbage collection needs. Swill will provide specialised garbage pickup in the future when new hazardous wastes are generated, expand the number of items that may be recycled, and comply with changes in environmental legislation.

• Pricing Strategy: Swill's pricing approach is dynamic, but it is profit-driven for both residential and business users. Swill has greater pricing freedom in locations where there is minimal local competition than in areas where it competes for consumers. Swill will also consider any money generated by selling recyclable materials and power generation, which boosts profit and may be used to cut collection expenses while still making a profit. Swill must maintain competitive pricing, particularly for local residential services, when a smaller firm with reduced costs may be able to underbid them. For commercial consumers, costs must be kept consistent so that firms may afford to contract with Swill rather than others.

• Promotion Strategy: Swill must continue to market not just its services, but also how it aids the environment. Swill has used and should be continuing to use green marketing. Its "Be Sustainable" initiative has its own website where it highlights how Swill is endeavouring to improve the environment. Swill must also strive to associate its brand with advances in wildlife habitat, recycling, and electricity production.

• Place Strategy: Swill must continue to develop new and improved garbage collection methods. The Bagster bag was indeed a remarkable creation that made it easier for both homeowners and small businesses to get big, erratic garbage volumes hauled up. Customers may use this service more easily because the bags are sold at local retailers. SWILL must continue to create better and easier ways for current consumers to get their garbage picked up, recycle more easily, and recycle more frequently. Swill will keep on improving customer experience and learning.

Conclusion

It can be concluded that the company could bring a huge revolution in the waste management industry with the use of scientific methods, techniques, and excellence. Thus, waste can be converted into wealth with the right approach of the company, people, and government to deal with the waste..

Attached File Details

View Attachment file (NMO Semi Final Presentation..pptx)

Video

https://youtu.be/h1l_dsKul1w