Objective:

Electronic Waste or E-waste in India has been growing at an alarming rate and is a reason
for significant concern in the country. The Government of India defines E-waste as “waste
electrical and electronic equipment, whole or in part or rejects from their manufacturing
and repair process, which are intended to be discarded.” However, there is still a lack of
awareness about electronic waste, how to dispose of unused electronic devices and the
adverse effects electronic wastes has on the environment.

In an attempt to address this situation of e-waste crisis in India, Panasonic India would
launch the Waste2Value campaign to creatively make people aware about the importance
of e-waste management, provide a medium for responsibly recycling e-waste and at the
same time develop a reputation as an environmentally responsible organisation, helping it
grow as a brand.

Panasonic India has been actively contributing to sustainable development to make the
world a better place. Currently related to the energy consumption, amount of energy
created, the company has been continuously looking towards the development and
improvement of the performance of products and services provided by Panasonic. In an
effort towards recycling-oriented manufacturing and conserving resources Waste2Value the
campaign will prove to be an essential factor towards achieving the objectives of the
organisation.

As a part of this Green Marketing Campaign, it would also be an opportunity for Panasonic
India to advertise its environmentally friendly process and green products. When a company
portrays itself as a green company and takes initiatives having environmental benefits then
it creates positive relations with the society. This campaign would thus communicate the
beliefs of the company in ecological causes, creating an everlasting image in the minds of
the people and would not only boost sales of the company but will also help in creating
brand preference and loyalty.

Campaign Insight:

The Waste2Value campaign will create awareness in consumers about electrical devices and
about the right ways to dispose electronic waste. The consumers will also be told about the
environmental and health hazards of irresponsible e-waste management with the help of
creatives and social media campaigns. A medium in the form of an e-waste collection
programme would be created so as to drive proper management of electronic waste.
The major components of the campaign would include:

a) Creating awareness:
The awareness about the disposal of e-waste is still negligible in
the country and the consumers are unaware of the fact that not responsibly
disposing their electronic waste harm the environment. A recent study shows that
every second person is unaware about the importance of disposing such electronic
waste. Thus, the campaign would be actively involved in creating awareness about
responsible and effective e-waste management across the country through print,
digital, social media and radio platforms.
The consumers would be told about the environmental and health hazards of
irresponsible e-waste management with the help of creatives and social media
campaigns. Videos portraying e-waste as a devil and how Panasonic can help in
defeating this devil would be communicated to the consumers with the help of
mediums like TV commercials, You Tube. A social media campaign on different
platforms would also be aimed at educating the young population about the
importance of proper disposal of e-waste.

b) E-waste Collection Programme:

Panasonic will be taking the conversation around
electronic waste ahead with an E-waste collection programme where the consumers
would be encouraged to give up their electronic waste. This waste would then be
used for recycling purposes done by a government-approved agency.
To facilitate this e-waste collection, Panasonic will start an online portal for the
campaign, which would contain all details about the campaign and would provide a
medium for the consumers to schedule a pickup for them. A unique toll-free number
would also be created using which the consumers can also schedule an appointment.
This toll-free number would be operational 24*7 and in multiple languages including,
English, Hindi, Tamil, Kannada, based on customer preference.

For the smooth functioning of this process, we intend to tie up with an organisation
named E-Parisaraa Pvt. Ltd, which is India’s first Government authorized electronic
waste recycler. It started its operations in September 2005, is engaged in handling,
recycling and reusing Waste Electrical and Electronic Equipment (WEEE) in an eco-
friendly way. E-Parisaraa would thus be responsible for the pickup of the electronic
waste and its entire recycling process. The main objective of this tie-up is to provide
a simple, easy to follow yet effective process for all segments of society.
 c) Providing Incentives to Users:
To encourage participation from users, Panasonic
India would also be providing incentives to the users giving up their electronic
wastes. This would be in the form of exclusive vouchers to be used for shopping for
Panasonic products. These vouchers would range anywhere between Rs 200 to 1500
based on the number of kgs given up by a user.
Also, for further encouragement, a referral program would be initiated that would
provide additional vouchers of Rs 500 to anyone referring to this campaign to other
users. A unique referral code would be generated for each individual, which can be
shared with other users and needs to be used while scheduling an appointment
either through the online portal or tollfree number.

d) Exchange Programme:
Panasonic India will also start an exchange program for
Panasonic appliances which are in working condition. The consumers can redeem
further discounts on Panasonic products with this exchange scheme. This scheme
can be availed through the Panasonic online portal, which connects the consumers
with Panasonic dealers to schedule a pickup for the Panasonic appliance under
exchange. Once the pickup is completed, the consumers will receive discounts on
the purchase of products from Panasonic dealerships only.

Target Segment of the Campaign:

In the current situation, according to a report, India generates around 1.8 million tonnes of
e-waste annually, which is growing at a rate of 30% and is expected to reach 5.2 million
tonnes in the year 2020. India is already the fifth largest electronic waste producer in the
world, with computer devices being a significant contributor to this waste. However, India
fails in the efficient management of this electronic waste and recycles only a tiny proportion
of it where the informal sector is active and does not have adequate means to responsibly
handle increasing quantities or proper disposal/recycling machineries, leading to risk for
human health and the environment.

With the Waste2Value campaign, Panasonic India aims to cover the mass segment of the
country, individuals, and families that possess any kind of electronic waste. The campaign
would begin in Tier 1 cities of Delhi NCR, Mumbai, Bangalore, Hyderabad, Chennai, Kolkata,
and Pune, then later expand to Tier 2 and Tier 3 cities as the campaign grows.
The social media campaign, however, would be targeted mostly at the young generation
and children as sustainability is vital for the future generation, and they can be essential
influencers and change agents in the family.

Terms and conditions:

1. Products of all brands and not just Panasonic can be disposed of under the e-waste
scheme; however, the exchange scheme is applicable only for Panasonic products.

2. Old electrical products and durables are termed as e-waste after the end of their life
cycle and when they are of no use. Electronic products like refrigerators, air
conditioners, washing machines, microwave ovens, laptops, computers, televisions,
printers, hard drives, pen drives, mobile phones, chargers, headphones, digital
cameras, batteries, electronic toys are thus part of this scheme

3. Consumers are not required to pay any fee for pickup or recycling of e-waste

4. Consumers are entitled to exclusive Panasonic vouchers and discounts to be used for
the purchase of Panasonic products only.

5. Vouchers for e-wastes are applicable as per below:

 2-10 kgs e-waste will fetch a Rs 200 voucher

 10-20 kgs e-waste will fetch a Rs 500 voucher
 20-50 kgs e-waste will fetch a Rs 1000 voucher
 50+ kgs e-waste will fetch a Rs 1500 voucher

6. The referral will be successful only when the consumer who is referred, completes
the e-waste collection process. While scheduling a pickup request either through the
tollfree number or the online portal, the customer needs to make sure to mention
the referral code of the referring individual. In this case, the individual referring will
receive an additional voucher of Rs 500

7. For the exchange scheme, the product should be in working condition. A company
employee will confirm the condition of the product before completing the pickup,
and the discounts for further purchase will be decided accordingly based on the
condition.
8. Products should not be dismantled by the consumers themselves, as this might lead
to exposure to chemical substances.

Evaluation of The Campaign:

For the purpose of evaluation of the campaign and how successful was it in reaching
the targeted audience, we intend to use the following performance indicators:

a) Response on Social Media Platforms:

For any campaign it becomes necessary to
create a buzz on social media platforms when measuring the effectiveness of the
campaign. In the case of Waste2Value if we want to check awareness about the
campaign on these platforms, we can use metrics such as number of views on
the videos and reach, response of our content. Similarly, for measuring
engagement , metrics like number of shares, retweets, comments, likes and
replies can be monitored.

b) Amount of Electronic Waste Collected:

A major factor for the success of the
campaign would be the willingness of the customers to give up their electronic
wastes. This waste directly goes for recycling purposes, so the amount of e waste
collected form the customers would be a direct indicator of how successful the
campaign was in creating awareness in the customers and how efficient the
pickup process was.

c) Sales Generated Through the Campaign:

Since one the objectives of the campaign
is also to boost sales for the organisation, thus incremental sales becomes
important while determining the effectiveness of the campaign. For this purpose,
the sales on purchase of Panasonic products using the vouchers given during the
campaign would be monitored. Similarly, the sales of the products where an
exchange deal was applicable will also be monitored to determine effectiveness
of the campaign