waste pickup service-shillong
TRANSCRIPT
1 Shillong Waste Pickup ServiceGroup A
Abhinav DevarakondaGitika ShahJohon JamatiaSwati
Chirag PuriIshmeet Singh GambhirShashank ChaudharyVishrut Dinesh
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Group A
Current Waste Pickup Scenario in Shillong
No direct waste pick up in most areas. According to a report the municipality waste pickup covers only 30% of the city
Irregular waste pickups without any daily fixed timings Waste pickup only in early morning hours No segregation of waste and proper disposal No proper feedback and effective complaint channels
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Group A
Shillong Waste Pickup Service
What we do- Pickup waste and dispose it off responsibly Convert organic waste into vermicompost Provide a customized service to the customer
Why us- Door to door service Customized (frequency) as per your need Extra benefits for long term customers As per your time and need we come
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Group A
E
P
LT
ES
• Political instability• Governmental support and
incentives• Shillong has been declared
as a Smart City
• Minimum labour wage policy• People willing to pay more• Vermicomposting units
entitled to subsidy
• People in Shillong are pro-cleanliness
• Dumping results in creation of breeding ground for diseases
• Rise of preference of organic food and farming
• Alternative waste disposal technologies (gasification, etc.) not feasible
• RFID used in developed nations to improve efficiency
• Open burning in landfills contributes to 20% to city’s pollution
• Landfills sites will be difficult in future
• Landfills may also pollute nearby waterbodies
• Necessary to obtain a license under Section 302, Meghalaya Municipal Act, 1973
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Group A
Structural Analysis Of Sectors (Porter's Five Forces)
Competitive Rivalry
Threat of New Entrant
Buyer’s Power
Threat of
Substitution
Supplier’s
Power
Competitive Rivalry (High) Muincipality Private player
Threat of new entrants (Low) Low profitability Most people are currently
satisfied Red tape as a barrier
Buyer’s Power (High) Presence of alternatives Muinicipalty offers
service at a low costThreat of Substitution (Medium) Alternatives llike burning,
dumping, etc.
Suppliers power (Low) Availability of
contractor Licensing from
government
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Group A
Survey Summary
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Group A
Statistical Analysis
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Group A
Competitor’s Image
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Group A
Market
Residential Commercial
High Income Low Income Need High frequency
No issue in Frequency
People willing to pay more
People not
willing to pay more
Satisfied with current service
Not satisfied with service
Restaurant, retail stores
Not satisfied with service
Unwilling to pay more
Satisfied with service
Occupation
Demographic
Psychographic
Segmentation
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Group A
Targeting
• Have high income • Dissatisfied with current service • Willing to pay more for better service
Residential
• Need higher frequency of pickup• Need pickup during night hours• Not self sufficient in managing waste
disposalCommercial
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Group A
Positioning
Strategy Short term: More for Same Long term: More for More
Perception among the customers An organisation that cares for the environment An organisation that takes up the responsibility An organisation that strives towards building a cleaner and better
tomorrow
Think Clean, Think Us!
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Group A
TOWS AnalysisExternal Opportunities (O)1. House-to house collection of waste is undertaken in only 30% of the SMB area2. Discontent in customers towards the current service
External Threats (T)1. Unwillingness of customers to pay more for better services2. Existence of well established players like municipality and other private players
Internal Strengths (S)1. Proper and timely waste pick up2. Door to door waste pick up
"Maxi-Maxi" StrategyThe huge market potential will be utilized by providing better services to the customers
"Maxi-Mini" StrategyThe customers will be attracted with the better services for same price
Internal Weaknesses (W)1. Dependent on Municipal Corp. for non-biodegradable waste disposal2. Huge capital required for starting the business
"Mini-Maxi" StrategyThe huge capital will be recovered by charging the customer more for satisfying their needs through better service
"Mini-Mini" StrategyIn order to reduce the initial cost and neutralize the competition, partnership will be done with the existing private players
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Group A
Consumer Buying Process
NEED RECOGNITIO
N• Timely and door to door waste pickup• High frequency of waste pickup
ALTERNATIVES
• Municipality• Private Service
ALTERNATIVE EVALUATION
• Municipality: No timely pickup• Private: Less frequency
PURCHASE • Consumer needs a service that provides timely pickup with customized frequency
POST-PURCHASE
EVALUATION• Customers will evaluate on the basis of quality of service and value for money they
spend
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Group A
Marketing Strategy
Pricing and Product/Service strategy - Diverse Charging Rs100 a month from the residential customers Commercial outlets retail stores would be charged Rs500 per month Restaurants would be charged Rs600 per month
Promotion strategy- For households ,an attempt to increase awareness would be made
through radio advertising, door-to-door campaigning and cleanliness drives.
Commercial units will be attracted through special offers and through partnerships in business conclaves
Place strategy- We will be providing a door-to-door pick up service Customized frequency of pick up as per the needs of the customer
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Group A
Innovative Strategies For Target Markets
For households: Organizing cleaning drives in strategic locations Highlighting the inadequacy of the municipal corporation Door to door campaigning through the use of mediators
For commercial: Big businesses would be tapped in individually giving them special
packages Promotion through partnership in business conclaves Partnering with business hoses towards the sustainable initiative
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Group A
Questions & Discussion
Thank You
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Group A
References
http://smb.gov.in/projects.html http://megindustry.gov.in/MIIPP_2012.pdf http://www.theshillongtimes.com/2013/02/28/does-political-stability-matt
er/ http://www.waste-management-world.com/articles/print/volume-14/issue
-6/wmw-special/a-billion-reasons-for-waste-to-energy-in-india.html