SOCIAL MARKETING

PRESENTED BY
GROUP 1
Deepika Meena 2020PGP129
Gokul Ramesh-2020PGP156
Hardik Galchar -2019PGP550
Navaneeth Raj K R-2020PGP270
Raveena Bhabar-2016IPM083
Krati Garg - 2017IPM061
Background
● The average per capita consumption of plastic in India is about 11 kgs
● It is projected to reach about 20 kgs by 2022
● As per the Central Pollution Control Board (CPCB) report plastic waste comprises 8% of the total solid waste in
the country
● Increase in disposable income, wealth and affluence has resulted in higher plastic usage in the country
● The issue with plastic waste is that most of it is not biodegradable
● It is estimated that more than five trillion pieces of plastic are still in the world’s oceans and it will take them many
more years to completely break down
● Only about 60% of the plastics are sent for recycling
Purpose
The purpose of this campaign would be to increase the amount of plastics recycled and thus decrease their chances of
harming the environment.

Focus
The purpose would be achieved by focussing on the below mentioned activities:
1. Increase awareness among the public about plastic waste and encourage them to segregate plastic
waste from the other household wastes and recycle them.
2. Our proposed service includes collecting waste from households at the end of the month and selling it to
plastic recycling plants or industries or companies that can use used plastics as raw materials.
 Target Audience
As per the study conducted by Central Pollution
Control Board, Cities such as Delhi, Mumbai,
Ahmedabad, Kolkata, Pune, Hyderabad, Bengaluru
and Chennai are the largest plastic waste producing
cities in the country.
Around 26,000 tonnes of plastic waste is produced
everyday in urban areas.
● Phase 1 : Delhi, Mumbai, Ahmedabad, Kolkata,
Hyderabad, Chennai, Pune, Bengaluru
● Phase 2 : Semi Urban areas
● Phase 3 : Rural Areas

We can start the campaign by focusing on households,

small businesses, offices, shops etc.
Marketing Objectives and Goals
Benefits- Barrier Matrix
Positioning Statement
We want households, offices, shops, etc located in urban areas to see regularly segregating plastic
wastes from other wastes and taking actions to recycle or reuse plastics, as something they should do
to avoid harm to themselves and future generations and as more important and beneficial than not doing
something to treat plastic wastes and letting them out in the open.

Positioning Focus
1. The positioning for this campaign will be based on the WIFM factor (What’s in it for Me).
2. The service will be Benefit focused. The consumers will need to be told why our service of collecting
plastic wastes from their households or offices at specific intervals for a very minimal amount of money is
the best thing for them.
3. They will need to be told how a few minutes and a small amount of money would help them live many
more years and save a lot of money in hospital bills.
Product
● Core Product:
Saving ourselves and future generations from the harmful effects of plastic when it is not disposed of
properly.
● Actual Product:
Service wherein we will collect plastic wastes from your households, offices, or shops and recycle or
reuse them.
● Augmented Product:
A part of a community platform where people can discuss climate changes, increasing pollution levels,
etc, and can take up tasks or campaigns to educate the rest of the population about this ongoing disaster
and also guide them to take up behaviors that would not cause any harm to the environment.
Pricing
● Through this service, the plastic would be recycled and the customers would have the Non-Monetary
benefit as they undertake our services. It would also be a sense of satisfaction and pride.
● The operations would be kept on the outskirts of a city making it easier for transportation and making the
logistics cost lower too.
● The market size of recycled plastic market size is around $ 45.1 Billion, this would be increasing thus
making it an even wider market to recycle the plastic. The price of recycling could be around $50 to $150
per ton depending on the quality.
● The pricing could be set on the cost process of collecting, sorting, shredding, washing, melting and
pelleting of the plastic.
Promotion
MESSAGE MESSENGERS
Action: Partners
● Regularly segregate plastic waste. ● Panchayats and municipalities who can
● Reduce the use of plastic help us educate the people and help us in
Knowledge: collecting plastic wastes
● Knowledge about the harmful effects of ● Brands like Neemans who introduced
plastic waste and steps that can be taken India’s first truly sustainable shoes made
to overcome them. out of recycled PET bottles.
Belief: ● Associations with companies like Gemini
● The belief that we can overcome the Corporation who are into sourcing,
harmful effects of plastic. inspecting and logistics for
recyclables/renewables.
Communication
● Mass media channels: To communicate the harmful effects of plastic waste and how we can help save
the future.
● Selective Media Channels: Posters and flyers in areas where we are present and how people can avail
our services.
● Personnel Media Channels: To provide more personalized offerings to the consumers.(Example: gifts for
consumers who have used our services to recycle plastics, user generated content, etc)
THANK YOU