SCRAPTO SC !!!
RIP
De ig - (for) Ma t
s n rke
Design a Product, Service, Experience or Space with the give scrap material and
justify its commercial stability.

Newspaper merely lives a day after it is read. Seldom is a newspaperkept for any
other purposethat it is peculiar. However, Mrs. Malvika Mathur a Home
Science professor sharedwith us somecreative ways of using newspaper.
“Believe it or not, a newspaperis not just madefor recycling. You can get creative and use it for lots of
different things.
Garden- Newspapercan be used in your garden to discourageweed growth and helps keep moisture around
plants. Shred it and spreadit out. Then cover it with compost mixture. Avoid adding the glossy
advertisement sections, as it can contain harmful chemicals not good for your garden.
Protect plants- You can also protect your plants by using newspaperto cover them in extremecold weather
or by using wet damp newspaperto transplant new plants.
Wrapping gifts- Use colorful sections of the newspaperto wrap gifts. For example: the Sunday comics can
be used to wrap presentsfor kids. The sports sections can be used to wrap up gifts for the sports fan in your
family.
Insulation- Rolled up newspaperstuffed under doors, in and around cracks makesgood temporary
insulation and help you stay warm during the cold season. If you are worried about it looking tacky, you can
do it temporarily until you buy more fashionable insulation or only do it a night when no one else can seeit.
Crafts- Crafts with newspapertend to be easy. Some crafts may take time to complete, but they are all fun
especially for the kids. Examples of crafts that can be made with newspaperare: paper hats, kites, puppets,
dolls, and even new paper can be madewith newspaper.
Glass cleaner- Wash your windows with your homemadeor store bought eco-window cleaner. Then if you
seestreakspolish the glasswith a piece of crumpled newspaperto help remove the streaks.
Animals- If you have pets, hamsters, cats, etc., you can use newspaperto line around the litter box or
bottom of the cagemaking it easier to clean. If you have bird housesin your yard you can also line the
bottomsof them with newspaperto make it easier to clean out.
Absorbs odor- Newspapercan absorbsodor in shoes, food canisters, suitcases,trunks, drawers, etc. Stuff
the newspaperwhere you need it. Give it a few hours or leave it overnight to absorb odor.
Stuffing- Newspaperis great for stuffing. If
you need something to retain its shapesuch as leather shoesor a
hollow craft stuff somenewspaperinside. This will help it retain its shape.
Packing and storing- Newspaperis a good way to protect your precious items whether you are moving or
just storing somestuff away. Stuff vases, glasses,or other fragile items with newspaperthen wrap them in
newspaper.
Drop cloth- Whether you are painting, cooking or chaining the oilin your car you can use newspaperto
make messesa little easier to clean up. Just place the newspaperwhere it is neededwithout worrying about
staining or messes.”
Design for Market

To understand the various possibilities of creating a product, service, spaceor
experiencewith a newspaperwe listed down the keywords which define a
Market.
A Market is place of exchangeof goods or servicesfor its worth. Here we
focusedon componentslike Value, Price and Cost. We then felt that at if
Newspaper is used in such a way that it can be transactedfor its monetary worth,
maybe the concept Design for Market can take shape.
Usually a newspaperis read and given to a raddiwala that may fetch a few bucks
here or there. We went to Big Bazzar to find out a very interesting way of
earning out of newspaper.

Big Bazaar is positioned as 'isse sasta aur accha kahin nahi’
It cameup with an offer which ran acrossall its stores.
You can exchange your old clothes, newspapers, plastics, bottles and tyres, etc for eye-poppingly high
prices. Newspapers for Rs.25/kg. Clothes for Rs.200/kg.
Case 1: You take your 10 kgs newspaperand sell it in your neighborhood. You get Rs.60 cash with which
you can buy 3 kgs of rice and comehome.
Case 2: You take your 10kgs newspaperand exchangeit in Big Bazaar. They give you a coupon of Rs.250,
but you need to buy goods worth Rs.1000 to avail the offer. Purchaseworth Rs.1000!!!
Ok, what can you buy?
You can't buy anything and everything. You need to choosefrom the list Big Bazaar gives you. After having
spent Rs.1000 you come home tired. You also spend on travelling to and fro to Big Bazaar. Do you realize
that you are Rs.1000 lighter on your pocket?
What does Big Bazaar gain out of it?
1. Customer acquition at a low cost (very smart)
2. Get rid of stocks they want to push
3. Word of mouth publicity
Why does Big Bazaar do this? Here is the math.

Net loss to Big Bazaar = Rs. 25
We can look at this cost as the 'Cost of Acquiring New Customers'. Many people because
of theseoffers will enter Big Bazaar for the very first time. That's also a reason they are
running a 3 week long campaign. It's also a cost of 'Building Brand Awareness.'
If we assumea margin of 35%, then Big Bazaar actually makesa profit of Rs. 37.50 from
every customer who walks in with 10 kgs of newspapers.At 40% margin, they would make
Rs.100!
We further tried analyzing that where a Newspaper standsin the market if it has
to be put to any commercial use.

Prominent activities that are peculiar to the each quadrant:

This matrix helped us decide that the Old Market and New Product is the
quadrant that we are to target because:
The market for Newspaperexists… … ..
Various commercial usesof a Newspaperexist; but scarcely
practiced… … .

Furniture
Table mat
Side table
Frame
Coaster
Accessories

Fashion
Utilities
So the strategy is to:

o Changethe perception of Newspaper.
o Position Newspaperas a Raw Material.
o Createa spacei.e a shop for display of all
newspaperproducts.
o Encouragepeople to sell their Raddi to the shop.
o Demonstratethe various usesof Newspaper.
o Createan experiencefor customersto shop at a
place completely madeout of newspaper.
Design for Market drafts our strategy to create a SPACE
for Newspaper where it can be used as a Raw Material
and be commercialized.
Positioning against other commonly used Raw Materials.

Not very long lasting
Costly
Rarely used for an
outstanding purpose
Gives a bad odor after some
time if not kept well.
Jute
Costly
Wear and tear
Long processing
Cost of production is high
Cloth

Very Costly
High maintenance
High processing charges
High labor cost
Cost of production
Leather
Loss to the nature
High maintenance
High processing charges
High labor cost
Cost of production
Wood

Cost of
Production???
Thus we feel if Newspaperis introducedand positioned as a useful raw material
it will prove to be profitable idea because:

It is
not Can be
With the following strategy Market for Design can be justified.
No need
to incur a harmf used to
cost to ul in generate
process nature income
its form effectivel
y
Readily Can be
available used to
in the generate
surroundi income
NEWSPAPER
ng effectively
Thus,

Position Perception Propagate
Thank you