Marketing Essay - Plastic Bottle Recycling free essay sample

As a result of mitigating global warming, pollution and perishing natural resource to current society, recycling can be only the best solution. Through organized recycling process, the societies round the world can be actually rebuild and preserve natural resources and environment actually or whatever is left of it to original condition (McKenzie-Mohr, Lee, Schultz amp; Kotler, 2012). Thus, it is the right period to do recycling when the environmental issues as global warming and growing fossil fuel fees a now greatly common comparing to preceding periods. Every plastic item that does not recycle will costs people through higher landfill charges. If we want to save our pocket and environment, we need to have a bottles recycling campaign to raise people awareness for this vital issue by using resources in efficiency way. 1. 2 Campaign purpose, focus and impact: Consumers keep getting confusion about what can and cannot be recycled. This gives us the faculty to educate people about plastics recycling and the occasion to eliminate the misperception from the public by explaining about plastic recycling in the understandable way. We will write a custom essay sample on Marketing Essay Plastic Bottle Recycling or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Normally consumers believe that the racing arrows on the bottom of a plastic goods means a item could be recycled but that is not always truth when normally people will choose not to recycle since they can’t discover the appropriate bin or place to recycle. Thus, the main purpose of this campaign would be raising the awareness of all consumers in Australia market about a considerable amount of waste reduction activities. The performance of suitable recycling initiative could bring desirable influence from this campaign. The core focus of the campaign is to contribute some economical supports in the overall process of recycling and reduction of waste to incentive the audience by reflecting on the commercial viability of the project. The campaign would bring efforts to supply guidance and motivate people to join into recycling by economic benefit such as chucking plastic items into right bin or send it back to recycling drop-off center to earn 10-cent for each item. Dave Landis (2005) discusses that social marketing include the word â€Å"social† that states to quality life affairs which affect to human life such as clean air, good health or other civic concerns. The word â€Å"marketing† in social marketing refers to commercial marketing strategies in raising public participation in activities to improve the quality of life. This campaign also comprises certain measure goals to help in the evaluation of social marketing program when social marketing campaign always is associated with commercial objectives. This social marketing campaign is designed to obtain measurable results and thus apply directly to the goal of this campaign. The outcome of this program will be measured in different forms including the increasing of plastic recycle rate in Sydney by 20%, increase in the quantity of public participation in recycling program and develop the number of consumers who tend to recycle plastic products. 1. 3 Target audience: The campaign will target various and large types of audience such as the non-government agencies, the community members, the management organization of waste, local stores and the people in Australia. This social marketing campaign for bottle recycling will be consumer driven in nature. Thus, the target audience would include all people who are used and served plastic items by the recycling opportunity. 1. 4 Objective and goals: The main messages of the plastic bottle recycling campaign is â€Å"If you care and take your stage to leave your unused plastic bottles into the recycling bin, rather than garbage bin, it is not only good for environment in generally, but better for your wallets too†. Andrew Szasz also (2008) states that if you recycle, you save the planet and the others can love it like you too to impress the correlation between individual activities and the worldwide environment. Therefore, the initial objectives of plastic bottle recycling campaign would be to make society as well as the profit organizations or non-profit organizations believe in the attainable value chain of recycling process for plastic items by emphasizing on the recycling activities combined with the economic motivates. Through this campaign, local government in Australia will encourage 10-cent deposit on beverage containers because it will improve the efficiency of kerbside recycling and reducing cleanup costs for littering. The misbehavior of individuals and organizations in littering and not composting the rubbish is needed to be adjusted. The targeting behavior of the campaign would encourage the whole community members to realize the economic and environment benefits associated with recycling process to each individual life and human life in general. For example, recycling bottle campaign would provide the recognition about its benefits to human life such as conservation of oil, energy, benefits of reuse, reduction of greenhouse gas emissions and saving landfill space. Max Liboiron (2009, pp. 4) shows a campaign call Magically Closed Loop that say â€Å"Recycle. It’s good for the bottle. It’s good for the can†. The process of this campaign transforms the purposed from themselves into themselves to retain an interval between environmentally motivated single recycling and its less environmentally sustainable material processes. In addition, the consumers should realize the serious situation as the severity of this issue and understand the significant impact of practice to this problem at the same time. The belief need to be build up to create a strong confidence for people to accept recycling participation as a favorite habit which bring all the best benefit for our Earth. S. M. A. R. T goals stand for Specific, Measureable, Achievable, Relevant and Time bound. The main specific goal of the social marketing campaign for plastic bottle recycling is to improve in the amount of people who tend to change their behavior by participating in recycling actions in Sydney through joining into the program and events of the campaign as to bring the best environmental and economic benefits to public. It will inspire ideas to people about the concept of discipline, responsibility and ethic to environmental issues in collaborated with recycling. This campaign is measureable by calculating the number of people, organizations or businesses that are not ready to achieve recycling behavior and the number of people who ready to perform and attend recycle base on the investigations and interviews. From the researching in NSW, about 20% of drink containers are recycled in Western Australia after the plastic recycling campaign provided with recycling refund scheme (CCWA ,2007). Thus 20% for realistic target could be achieved from this campaign. The target audience of this campaign is appropriate when the actual research show that Australian spend more than half a billion dollars per year on bottled water and only 30 percent of plastic drink bottles are recycled, that figures about 373 million of those bottles will be ended as a waste (Ocean Crusaders, 2013). Target audience therefore should be aware of the significant issues of recycling and understand their important role to society’s interest. The campaign will be published every year from 2013 and evaluated the campaign performance in 2006. Part 2: Barriers, Competition and Influential Others 2. 1 Behavioral change model will employ Advocacy is critical fundamental for public participation in recycling since the recycling initiatives are voluntary behaves of community members, business, nonprofit organizations and states. Thus, the social marketing campaign is useful tool to recycling advocates through by its systematic approach to obtain the goals of advocacy (Dave Landis, p. , 2005). The behavior that the campaign wants to promote recycling activities base on a strategic method to incentive people composting and recycling plastic bottles appropriately and effectively to protect people life and the earth. The self-efficacy theory in associated with social cognitive theory of behavior change model will be implemented into the target audience to assist in the attainment the audiences potential to perform challenging task. In particularly, self-efficacy theory is considered as a thought to be predictive for an effort to maintain behavior change and it is an essential element to establish other theories (Wikipedia, 2013). The combination with social cognitive theory, which focuses on the reciprocal interactions between environmental, personal and behavior elements, creates the main fundamental for target audience to tend to change them to a recycling behavior. The barrier to persuade the target audience in regarding the purpose of this campaign is hard, so that the achievement of self-efficacy should be the prior aim for the target audience. 2. 2 The barriers that target audience may have to approving the desired behavior The main obstacles that the target audiences might suffer are the age of old and traditional practices which adapted by them in such a long period when they do not entirely comprehend the achievability of the campaign. Furthermore, the attitude of people towards the entire process of recycling waste can be seen as interference. Dave Landis (p. 4 2005) describes that to change the imagine of recycling from revulsion to respect was a key gain of initial recycling believers, but inconveniences collaborated with recycling continue to continue a main barrier to public contribution and this should be the principal concentration of social marketing strategy. In fact people may not know about the existence of recycling facilities in their area and they do not even know about the benefits of recycling such as improving quality of air, energy saving and creation of job. People may consider that the activity of recycling seem to be difficulties as inconvenience to take plastic items to drop-off center. They also may think it’s easier to throw every rubbish in the garbage than to place recyclables into a separate container. It is not easy to overcome these barriers but with a well-thought-out and organized project we will be able to step beyond these boundaries. 2. 3 The key benefits that target audience will receive The benefits for target audience from recycling activities divide into various levels base on the segments of audiences. Firstly the individuals would gain a fresher and healthier environment where they live. That means people’s healthy could be improved and helped in avoiding many types of diseases. Secondly, if people tend to be positive with this campaign, they will get benefits economically by the recycling organization from providing quality recyclable plastic materials. For instance, people will earn 10 cent for each plastic bottle when they send them back to drop off center. Moreover, the recycling organizations can be benefited, as they set up systematic process of recyclable production into their production process. The storeowners will gain more profit from displaying and selling the recycled content products. The benefits also contain convertible energy and reserves, decreasing landfill area and producing occupations. Overall, all government and community members would be achieved benefit from the economic vitality of the recycling process. 2. 4 Competing Alternative Behaviors The competing alternative behaviors with the target behavior of this campaign contain the procedure of littering, dumping, and non-composting and the waste of landfill space. Thus, the regular attitude is the ignorance of people toward to the choice of recycling. In fact, there are many kinds of matters that are affecting to human civilization in the association with the waste and recycling management properly. However, the appropriate recycling actions for keeping clean environment mainly depend on the community members’ realization in evaluating how important of relative recycling process. In fact, the inconvenience could be seen as the major issue that creates difficulty for this campaign. In additional, there are some costs that exist visibly as outcomes of competing behavior. They could be treatments cost for health issues to people, which cause by dumping, chucking inappropriately rubbish and filling up lands. There could be also the expenses of removal and opportunity loss of not recycling plastic rubbish. Part 3: Positioning and Marketing Strategies 3. 1 Positioning statement The social marketing campaign purposes to convince community members and local business in Sydney to see participating in recycling program as the best feasible alternative method to improve environment and reduce waste. This is a better way to bring benefits to individuals and to save your Earth than dumping and filling up lands with rubbish. Social marketing comprise two core roles is a social role and a marketing role. â€Å"Social† in social marketing campaign mentions to the value of life concern in recycling because of the increasing of wealth in human life. â€Å"Marketing† in social marketing tends to the consumption of commercial marketing as a strategy to promoting recycling as recycling is considered as a voluntary action of public participation. These two main functions are essential for a social marketing campaign to be successful when social marketers concentrate on selling behavior and commercial marketers pay attention on selling products (Max Liboiron, 2009, pp. 4). Thus, we use â€Å"marketing mix†, which is the four â€Å"Ps† as a commercial marketing tool to help increase recycling behavior through this campaign. 3. 2 Product design and platform The primary product that is presented to sell is selling participation in recycling behavior. The actual product from this campaign would be pursuance nd motivations on making target audience aware of benefits that affect recycling behavior. In fact, social marketing research may not cover benefits that are indirectly linked to the actual recycling activity for different target audience. Therefore the augmented products of this program include numerous types but correlated with instruments applied to promote recycling behaviors (Dave Landis, 2005). The augmented product of plastic recycling campaign would offer economic incentives as receiving 10-cent for each plastic item taking back to drop-off center or in the recycling bin. . 3 Price Price stands for the â€Å"cost† which is incurred by people who engage themselves in recycling. There are many types of costs. Firstly, monetary cost could be the fee for participation in recycling collection project. Secondly, non-monetary incentive from this social marketing campaign could be health improvements and environmental benefits for each community member. On the other hand, there are non-monetary incentives such as efforts and time spending for collecting and storing plastic items to delivery or pick up to a drop-off point. These incurred costs are considered as inconvenience aspects that contribute the main barrier to recycling. It is important for us to understand the costs, which people have to suffer with competing behaviors, because the program can take advantages by applying tools such pay as much as you throw for throwaway behavior (Dave Landis, 2005). 3. 4 Place Place includes two main concerns are the gathering location and the messages connected to use of the location (Dave Landis, 2005). Position could be a drop-off site, a collection point, and the curb for collection opportunities in the street and a special supermarket or retail stock that trades recycled-content goods. Place should be located in convenience points that have accessibility factors such as psychological appeal, time of use, location proximity for recyclable opportunity. Messages related to use of location could be where to establish guidance, instructions and information supplied with instructions to public. 3. 5 Promotion The key concentrate on this campaign is to tempting target audience in order o realize the environmental benefits of recycling activities and the money incentives to delete the inconvenience barriers that people put in. The explanation should demonstrate the visibility and potential of the program to target audience to build up the belief in people’s mind. The campaign also needs to make almost community members realize the severity of the issue at the same time. The main s logan will be highlighted by green color with recycle signal and a plastic bottle. Besides that, animated advertisement through media channel would be used mostly to attract young audience and create a vivid appearance. The message will be transferred to target audience under the slogan is that: â€Å"If you care and take your time to chuck your unused plastic bottles into the recycling bin, it is not only good for environment, but great for your wallets too†. The communication channels such as televisions, magazines and posters would be provided to spread the campaign to audience thoroughly. The campaign will majorly sponsored by the government and non-profit organizations about waste management in Sydney. Reference List Benefit of Recycling, 2013. Recycling Plastic Bottles, lt;http://www. benefits-of-recycling. com/recyclingplasticbottles/gt;. Conservation Council of Western Australia, 2011. Cash for Containers, viewed July 6th 2011, lt;http://ccwa. org. au/content/cash-containersgt;. Landis, Dave, 2005. Social Marketing For Recycling in Ohio. A Guide to Understanding, Planning and Conducting Social Marketing Projects, Ohio Department of Natural Resources. Liboiron, Max. Recycling as a Crisis of Meaning.   Canadian Journal of Cultural Studies, Intersections Conference Journal. 009. McKenzie-Mohr, D. , Lee, N. R. , Schultz, P. W. amp; Kotler, P. (2012). Social Marketing to Protect the Environment: What Works. Thousand Oaks, CA: SAGE Publications Nolan, J. M. , Schultz, P. W. , Cialdini, R. B. , Goldstein, N. J. amp; Griskevicius, V. (2008). Normative Social Influence is Underdetected. Personality and Social Psychology Bulletin, 34(7), 913-923. Ocean Crusaders, 2013. Plastic Statistics Plastic Aint’s so Fantastic, lt;ht tp://oceancrusaders. org/plastic-crusades/plastic-statistics/gt;. Szasz, Andrew. Shopping Our Way to Safety: How We Changed from Protecting the Environment to Protecting Ourselves. Minneapolis, MN: University of Minnesota Press, 2007. Wikipedia, 2013. Behavioural Change Theories, viewed 18 March 2013, lt;http://en. wikipedia. org/wiki/Behavioural_change_theories#Self-efficacygt;. Zac Goldsmith 2012, Waste Minister backs ‘We need your bottles’ campaign, Closed Loop Recycling, UK, viewed 27 June 2012, lt;http://www. closedlooprecycling. co. uk/news/waste-minister-backs-we-need-your-bottles-campaigngt;.