Consolidation of TerraCycle’s Waste Collection System in Germany  

Oleh:

Gonçalves, Roseli Cristine

Jenis: Article from Proceeding
Dalam koleksi: The 2nd International CSR Communication Conference Aarhus, 18-20 September 2013), page 1-8.
Topik: Stakeholder marketing and communication process; Integrated marketing communication; Four Ps for marketing; Responsible management; Marketing and communication tools; Customised stakeholder communication; Service-Dominant Logic; Zero waste.
Fulltext: Consolidation of TerraCycle’s Waste.pdf (115.77KB)

Isi artikel

This concept for the “Consolidation of TerraCycle’s Waste Collection System in Germany” was elaborated during a CSR Communication Seminar within the scope of the Master Program in Responsible Management 2011/2012 at the Steinbeis University Berlin. The seminar focused on the three main phases required for guaranteeing an effective stakeholder marketing and communication process: Phase 1, which covers the basic rules of integrated marketing communication (including the four Ps for marketing and the seven principles of effective communication); Phase 2, handling responsible management, marketing and communication tools; and Phase 3, which is centred on customising stakeholder communication. The initial idea was to investigate TerraCycle’s business concept, which was already successfully running in 15 different countries at that time, in light of the stakeholder marketing and communication process proposed in the seminar, and then, make some suggestions for the Marketing Communication in the German market. The analysis provided good evidences of how TerraCycle has been successfully applying the four Ps of marketing (Product, Price, Place, and Promotion) within a context of sustainable management. However, as the market for waste treatment in Germany is already well established and the competition is very high, TerraCycle is still experiencing some resistance to increase its activities in the market in this country. The same strategy shall be pursued in the German case, but with more emphasis on the value creation, being developed in light of the Service-Dominant Logic. Instead of presenting the business proposition as a competitor, communication activities shall highlight the uniqueness of this business concept, appealing to the high level of environmental and social consciousness of the German society. This can be achieved by intensifying the responsible marketing communication tools already used by TerraCycle, as follows: Cause-related Marketing (support to schools and non-profit organisations through donations by program sponsors); Social Marketing (eliminate the idea of waste); and Vision and Mission Statements (a successful business can no longer be detached from ecological and social issues). All marketing activities have been conceived and implemented by TerraCycle’s employees, with no budget for advertisement campaigns. The information analysed could provide particulars permitting the conclusion that TerraCycle’s sustainable marketing communication concept has proved to be effective, with a potentially vast reach at low cost. The approach for the highly competitive German market should rather be focused on fostering knowledge building and encouraging people to rethink about their consumption patterns and waste (aiming at “zero waste” in the future), considering the life-cycle of different materials as well as closed-loop models. The paper has been now updated for presentation at the CSR Communication Conference 2013 in Aarhus.

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