Concept of branding of services of ecoman

A DETAILED STUDY OF CONCEPT OF BRANDING OF SERVICE
WITH REFERENCE TO ECOMAN ENVIRO SOLUTIONS PVT LTD

SUBMITTED BY

KUNAL SANJAY MUTHA

T.Y.BBA, DIV-A

ROLL NO-59

UNDER THE GUIDANCE OF

PROF. ADITI SAMIR

SUBMITTED TO:

THE UNIVERSITY OF PUNE

FOR THE PARTIAL FULFILLMENTS

OF REQUIREMENT OF THE

BACHELOR OF BUSINESS ADMINISTRATION (BBA) DEGREE

MARCH 2013

PUNE411004
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DECLARATION

I hereby declare that the project work entitled “A DETAILED STUDY OF CONCEPT

OF BRANDING OF SERVICE WITH REFERENCE TO ECOMAN ENVIRO

SOLUTIONS PVT LTD” submitted to the University Of Pune is a record of an original

work done by me under the guidance of Prof.Aditi Samir, Faculty Member, Brihan

Maharashtra College of Commerce (BMCC), Pune and has not been submitted to any

other university or institute towards the award of any degree.

_________________
KUNAL S MUTHA
TY.BBA- A
ROLL NO. 59
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AKNOWLEDGEMENT

I want to take this opportunity to thank all those people who have been supportive for the
completion of this project.
I would like to thank BMCC BBA In charge Prof. BharatiUpadhye for her leadership,
not only during this project but during the entire course of this degree.
I would also like to thank our project guide Prof. Aditi Samir who has been extremely
supportive and patient during the completion of this project. Her wonderful suggestions
and her deep understanding of this subject have made sure that I receive the best
knowledge possible for the project.

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INDEX

Sr. no Title Page
no.
1. Introduction
-Meaning ( Organic Waste Management )
-International Market of Organic Waste Management
-National Market of Organic Waste Management
-Waste Generation Rate & Quantity
- Segregation of Organic Waste of Metropolian Cities:
-Meaning ( Brand )
-Branding Strategy
-Reasons for branding of services
-Competitors of Ecoman

2. Company profile-
ECOMAN ENVIRO SOLUTIONS PVT LTD
-Client List
-Ecoman‟s Automatic Composting Machine
-Product Details

3. Research design

4. Data analysis and Interpretation

5. Conclusion
-Research findings of the company ( Ecoman )
-Suggestions, Opinions and Recommendations for co.
-Limitations of the study
-Suggestions for further research

6. Bibliography
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INTRODUCTION:

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Let us all try to make an effort to make this world better for us and

our future generations.
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Meaning

Organic Waste Management

Organic waste management is the collection, transport, processing or disposal, managing
and monitoring of organic waste materials. The term usually relates to materials produced
by human activity, and the process is generally undertaken to reduce their effect on
health, the environment or aesthetics. Waste management is a distinct practice from
resource recovery which focuses on delaying the rate of consumption of natural
resources. All wastes materials, whether they are solid, liquid, gaseous or radioactive fall
within the remit of waste management

Organic waste management practices can differ for developed and developing nations,
for urban and rural areas, and for residential and industrial producers. Management for
non-hazardous waste residential and institutional waste in metropolitan areas is usually
the responsibility of local government authorities, while management for non-hazardous
commercial and industrial waste is usually the responsibility of the generator subject to
local, national or international controls.

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Waste can be regarded as a human concept as there appears to be no such thing as waste
in nature. The waste products created by a natural process or organism quickly becomes
the raw products used by other processes and organisms.
Recycling is predominant, therefore production and decomposition are well balanced and
nutrient cycles continuously support the next cycles of production. This is the so-called
circle of life and is a strategy clearly related to ensuring stability and sustainability in
natural systems. On the other hand there are man-made systems which emphasize the
economic value of materials and energy, and where production and consumption are the
dominant economic activities. Such systems tend to be highly destructive of the
environment as they require massive consumption of natural capital and energy, return
the end product (waste) to the environment in a form that damages the environment and
require more natural capital be consumed in order to feed the system. Where resources
and space are finite (the Earth is not getting any bigger) this is ultimately not sustainable.
The presence of waste is an indication of overconsumption and that materials are not
being used efficiently. This is carelessly reducing the Earths capacity to supply new raw
materials in the future. The capacity of the natural environment to absorb and process
these materials is also under stress. Valuable resources in the form of matter and energy
are lost during waste disposal, requiring that a greater burden be placed on ecosystems to
provide these. The main problem is the sheer volume of waste being produced and how
we deal with it

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International Market of Organic Waste Management

The amount of rubbish generated by city dwellers is set to rise steeply in the next two
decades, with much of the increase coming in fast-growing cities in developing countries,
according to a World Bank report published on Wednesday.

The report, What a Waste: a global review of solid waste management, for the first time
provides data on municipal solid waste generation, collection, composition and disposal
by country and by region.

The amount of municipal solid waste is growing fastest in China – which overtook the
US as the world's largest waste generator in 2004 – other parts of east Asia, and parts of
eastern Europe and the Middle East, the report says. Growth rates for rubbish in these
areas are similar to their rates for urbanisation and increases in GDP.

The report estimates the amount of municipal solid waste will rise from the current 1.3bn
tonnes a year to 2.2bn by 2025. The annual cost of solid waste management is projected
to rise from $205bn to $375bn, with cost increasing most sharply in poorer countries.

A fisherman near a rubbish dump on the Sidon seafront in south Lebanon.

“World's urban waste mountain a 'silent problem that is growing daily”
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National Market of Organic Waste Management

India is the second largest nation in the world, with a population of 1.21 billion,
accounting for nearly 18% of world‟s human population, but it does not have enough
resources or adequate systems in place to treat its solid wastes. Its urban population grew
at a rate of 31.8% during the last decade to 377 million, which is greater than the entire
population of US, the third largest country in the world. India is facing a sharp contrast
between its increasing urban population and available services and resources. Solid waste
management (SWM) is one such service where India has an enormous gap to fill. Proper
municipal solid waste (MSW) disposal systems to address the burgeoning amount of
wastes are absent. The current SWM services are inefficient, incur heavy expenditure and
are so low as to be a potential threat to the public health and environmental quality.
Improper solid waste management deteriorates public health, causes environmental
pollution, accelerates natural resources degradation, causes climate change and greatly
impacts the quality of life of citizens.

Impact of Improper SWM on Pristine Ecosystems, Landfill Fires in
Visakhapatnam Landfill, which is Located in a Valley
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Waste Generation Rate & Quantity

The per capita waste generation rate in India has increased from 0.44 kg/day in 2001 to
0.5 kg/day in 2011, fuelled by changing lifestyles and increased purchasing power of
urban Indians. Urban population growth and increase in per capita waste generation have
resulted in a 50% increase in the waste generated by Indian cities within only a decade
since 2001. There are 53 cities in India with a million plus population, which together
generate 86,000 TPD (31.5 million tons per year) of MSW at a per capita waste
generation rate of 500 grams/day. The total MSW generated in urban India is estimated to
be 68.8 million tons per year (TPY) or 188,500 tons per day (TPD) of MSW. Such a
steep increase in waste generation within a decade has severed the stress on all available
natural, infrastructural and budgetary resources.

Between 21% and 40% (by weight) of municipal solid waste in Developing Countries is
organic, increasing to up to 45% if you include paper and cardboard. If the soil
component of this waste is included, more than half the waste sent to landfill can be used
as a growing media for plants. Considering the investment that went into creating the
organic waste (and the nutrients and energy contained in it) this is too valuable a resource
to simply throw away. However, organic waste sent to a landfill rots under anaerobic
(without oxygen) conditions, giving off methane gas. Methane is one of the 'greenhouse
gases' that trap heat in the atmosphere, contributing to climate change. Methane is
particularly bad in that weight for weight it traps 21 times more heat than carbon dioxide.

While garden waste can be shredded or chipped for use as mulch and compost, food
waste is putrescible (it becomes smelly) and attracts pests like rats and flies if it is left to
rot. In order to prevent potential health and environmental problems, food waste is
generally taken to landfills and buried or to fed to pigs. Feeding kitchen waste to pigs is
not an ideal solution to food waste as this practice can promote the spread of swine fever,
parasites and pathogens.
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INDIA WILL WIN NOBEL FOR FILTH, SAYS RAMESH

“If there is a Nobel prize for dirt and filth, India will win it hands down. There is no
competition for that and we have to do something dramatic on municipal solid waste”
Environment Minister Jairam Ramesh (courtesy: TOI, Nov. 21, 2009)

Landfill site at Powai, Mumbai
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Segregation of Organic Waste of Metropolian Cities:

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Brand

Brands are often thought of as a single message, logo, or slogan; however a brand can be
much more. A brand encompasses these tangible attributes, along with consumer
interactions, and public relations. In short, a brand is the sum total of every experience
people, consumers, clients, and target populations have with a company/organization,
their products and services for consumers
Literature gives several definitions of the term “brand”.
“The common themes are that a brand is more than just a combination of a name, a
design, a symbol or other features that differentiate a good or a service from others.”-
Dibb 1997
“It is a unique set of tangible and intangible added values that are perceived and valued
by the customer. In addition a brand is said to have personality, an emotional bond to the
customer that grows out of the perceived characteristics.” - McDowell Mudambi 1997.
According to the American Marketing Association, a brand is a name, term, sign, symbol,
or design, or a combination of these intended to identify goods or services of a supplier or
group of suppliers1. A brand identifies the suppliers‟ implicit values, ideas, and even
personality. It serves to create impressions that can be associated with a product or
service, as well as expectations of certain qualities or characteristics that make it unique.
Branding combines elements of marketing and advertising. Marketing and advertising
demonstrate what the brand owner is able to offer to the marketplace, consumers and
target populations.
These certain features of a brand grow out of a complex set of added values that can
comprise of history and tradition, additional services, marketing messages, quality,
popularity of the product amongst a certain group of users (status) and others. These
basis‟s of a brand perception prove that a strong brand cannot be established overnight,
The development of a brand takes time, strong financial marketing muscle and good
marketing skills such as
- Insight into customer needs,
- Ability to offer products or services that meet those needs,
- Creativity to produce exiting and compelling advertising,
- Ability to communicate differentiation in a way that customers understand and that
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motivates them.
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Without this process you do not have a brand but only a name and a sign for a product.

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Branding provides the means through which they can make choices and judgments about
products or services. For example, when shopping for laundry detergent or purchasing
coffee, consumers are more likely to select a more expensive, popular brand such as Tide
detergent or Starbucks coffee, on the basis of the perceived quality of the brand and the
reputation of the brand owner. Therefore, to successfully brand a product or service, it is
important to remember that branding is not what we do to the product or service, it is how
it is perceived by the mind of the consumer.

Benefits of a brand for

Sellers Customers
Identifies the company‟sproducts, makes Helps identify products
repeat purchases easier
Facilitates promotion efforts Helps evaluate the quality of a product
Fosters brand loyalty – stabilises market Helps to reduce perceived risk in buying,
share provides assurance of quality, reliability
etc.
Allows to charge premium prices and thus Is dependable. i.e. Consistent in quality
to get better margins
Allows to extend the brand to new May offer psychological reward i.e. status
products, new markets and to new symbol
geographic areas
Can communicate directly with the “Route map” through a range of
customer, reach over the shoulder of the alternatives
retailer
More leverage with middlemen Saves customer time
Is more resistant to price competition Is easier to process mentally
Can have a long live
Is more forgiving of mistakes
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With this potential a brand can offer an important competitive advantage for a seller who
has decided for a differentiation strategy. Even in markets with many similar products or
services a brand can provide some sort of uniqueness to a certain product. Depending
from the strength of a brand the branded product thus can be positioned towards a more
monopolistic situation.

With all these characteristics a brand is important in an organisations marketing mix.
Although it is basically a certain feature of the category “product”, it influences every
component of the marketing mix:
- The product gets a higher value in the perception of the customers.
- This influences the pricing policy in the way that often a premium can be charged.
- The promotional strategy and mix will be different because it is more focused on the
brand than on the individual product. For instance the introduction of a new product
under a well-established umbrella brand requires a very different promotion campaign
than the introduction of a new brand or an unbranded product. The decision for the place
and the marketing channel is influenced because a branded product with a higher
perceived value might be placed in an environment that is well related to the brands
personality.

Categories of brands by ownership:-

Manufacturer Own label Generic Licensed Combination
brands brands brands brand of brands
Initiated and Initiated and Indicates only Use of names Brands (co-
owned by owned by re- the product or symbols of branding, co-
producers sellers category, does other operation of
not include the manufacturers two
company name often used in manufacturers
or other fashion and of branded
identification luxury goods goods for one
terms industry product
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BRANDING STRATEGY

Developing a brand and branding first begins with the brand decision, to brand or not to
brand. Branding is such a strong force that hardly anything goes unbranded, including
salt, oranges, nuts, maid services, computer repair, and a growing number other products
and services. Once an organization decides to brand they should begin to think about
developing a branding strategy, which includes:
• a branding approach; • market assessment; • creating a brand name;• defining who they
are; and • outreach, promotion, and education.

BRANDING APPROACH
A company‟s branding approach identifies how they would choose to identify and
introduce their product or services. There are five distinct branding approaches
organizations use, which include:-

Line extensions (new product or service launched under an existing brand name);
-Line extensions include: Coke: Diet Coke, Coke Zero, and Cherry Coke.

Brand extensions (brand names extended to new- product categories);
-Brand extensions include: Honda automobiles, motorcycles, snow blower, mopeds, and
lawnmowers.

Multi-brand (new brand names introduced in the same product category);
-Multi-brand include: Procter and Gamble laundry detergents, Tide, Ivory, Gain, and Era.

New brands (new brand name for new services or products); and

Co-brands (brands bearing two or more well-know brand names)
-Co-brands include: Visa credit cards: American Airlines, Exxon, Capital One, and
Amazon. .
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MARKET ASSESSMENT

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A market assessment is a process of gathering, analyzing, and interpreting information
about a market; about a product or service to be offered in that market; and about
consumers and partners for the product or service. Market assessment can provide
valuable information, such as consumers‟ behavior, portals of access for services
frequently sought, and what consumers know and/or think about the brand. Additionally,
it can help determine who your product or service affects and how it affects them.
Assessment helps develop brand names and unique selling propositions, identify potential
partners, networks, and intermediaries that can add value to their brand, and develop
promotional marketing strategies. Gathering information can be accomplished through
surveys, interviews, focus groups, and observations, or a combination of these methods.

CREATING A BRAND NAME

Creating a brand name that resonates with consumers is critical to successful branding.
The more generic the name the greater the likelihood the product or service will not reach
and maintain brand status. When selecting a brand name it is important to be aware that
common descriptive words are typically more desirable than scientific or “catchy” terms.
Ideally brand names should be short, easy to pronounce, memorable, and descriptive of
the function of the product or service. They should not be associated with negative
connotations in any language. Brand names should be usable and protected by trademark
claim and or registration. So, that the brand may be promoted in the future. Brand names
should be understood by the target audience, and be unique - not used by or confusingly
similar to other entities.

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Continue…

DEFINING WHO YOU ARE
Another recommended step for a branding strategy is to define who you are and what you
are experts at, a company‟s “hedgehog concept”. A hedgehog concept reflects what a
company is deeply passionate about, what they can be the best at, and what drives their
resource engine (e.g., time, money, brand).
Consumer ease of access, hands on assistance, and efficient and timeless assistance. This
brand value determines the brand‟s unique selling proposition. Sometimes referred to as a
slogan or tagline, a unique selling proposition is a verbal statement that reinforces the
brand. It is the bridge that connects the consumer want or need to the product or service.
To be valid, a unique selling proposition must make a proposition to the consumer – buy
or use this product or service and it will meet this specific need or want. Ideally, it
should answer a specific need or want revealed through a market assessment. The
proposition must be one that similar services either cannot or do not offer. It must be
unique, either a uniqueness of the product or service, or a claim not already being made.
The proposition should not convey any potentially negative connotations, and should be
easy to pronounce, be memorable and understood by the audience.

OUTREACH, PROMOTION, AND EDUCATION
Outreach, promotion, and education play key roles in developing a branding strategy,
because they give organizations the opportunity raise the awareness of their services and
programs. One of the many challenges and failures of branding strategies is
inconsistencies in what a brand aspires to be and what communities, partners, consumers,
and target populations believe about the products and services. On many occasions
consumers are unaware of public and community services. A critical group needs to19
educate it‟s potential partners and intermediaries, specifically those who can help build
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and strengthen credibility and brand. Establishing a credible relationship with partners
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can be viewed as a positive among your target populations. Educating partners will help

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raise the awareness and acceptance and can demystify the assumptions partners may have
about a company as a perceived threat or duplication of services. It would also help
educate consumers who are hesitant to seek your services or those who have in the past
had frustrating experiences with long-term care services and systems.

Reasons for branding services
Although the principles for branding of goods and services are generally the same there
occur some differences. These arise from the different natures of both categories. The
main differences that influence branding policies are that services :-

-have a changing level of quality,

-the consumer has to become involved in the consumption of a service actively,

-they are intangible and not storable.

When a brand in general gives the consumer more confidence in his choice this is even
more important for services. Their quality and other features are more difficult to assess.
Because of their intangibility and complexity it is harder for the customer to distinguish
between the offers from the wide range of service companies operating in the market
place.
Branding is increasingly important in helping them to choose where to get a service.
They want to be able to tell who is good at what.

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Competitors of EcomanEnviro Solutions Private Limited

VermigoldEcotech Private Limited

Eco-Wise

Lotus Environment Technology Private Limited

Waste Management

Kivar Environ Pvt Limited

UPL Environmental Engineering Limited

RamkyEnviro Engineering Limited

Unity Infraprojects Limited

EsselInfraprojects Limited

Lora Enviro Power

AmtexSoftome

Hanjer Biotech

Bhavani Bio-Organics Limited

Kanak Resources Management

Synergy Waste Management Private Limited

National Cleaning Company

Satarem Enterprises

Trimex

Earth Care Equipments Private Limited (OWC)

Soilink Organic Waste Utilization Systems (OWC)

Myco Compost (OWC)

Mailhem Engineers Private Limited (OWC)

Saveco Private Limited

Master Engineers (Biogas)
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Excel Industries Limited (Biogas)
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Pace Power

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COMPANY PROFILE:

ECOMAN ENVIRO SOLUTIONS PVT. LTD. Ltd. was established in Pune in 2009.
Their main area of interest is Green Infrastructure projects.
Their mainstream product for Solid waste Management is an eco-friendly organic waste
composting machine, which they take great pride in introducing, as the „only of its kind‟
in the market in terms of technology, efficiency, operation & effortless management of
organic waste, thus providing a fool-proof solution to the gruesome problem of waste
management faced by our entire nation.

There composting machine has received a remarkable response from various strata of
society, inclusive of builders, I.T companies, corporates, hotels as well as residents.

And this is just the beginning of their sincere efforts to put an end to the disastrous
damage that our ill-managed waste is causing to our beautiful environment.

Every composting machine purchased by their customer is a huge step towards
contributing to a „Clean & Green Nation‟. Their efforts are just not complete without the
co-operation of any of our environment-conscious clients and we hope to strengthen this
bond for the sole purpose of protecting our Environment.

With the inception of manufacturing automatic composting machines for residential and
commercial purpose they plan to tap not only the market in India through PAN India
distribution but also countries like Italy, U.K major part of Europe, cities like Dubai etc.
across the world from whom they have received great interest for their machines and
probable orders, for the purpose of use in the foreign market as a total solid waste
solution.
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CLIENT/PROJECT LIST

COMPLETED ORDERS

Pimpri Chinchwad Municipal Corporation;
L&T Infotech
Mr.Raman Khinvasara (model colony);
Gokhale Recreational Resort (Sindh Housing Society) Mr.Yogesh Behl (Mayor -
PCMC);
Mr.Mohansingh Rajpal (Mayor - PMC) Mr.Rajshekhar Iyer (Medical Director - PCMC);
Mr.Prakash Joshirao (Karve Nagar) Mr. Kulkarni (Chinchwad);
Tyagi properties (3 sites);
DSK Developers (3 sites)
Clover Builders
Harshad Developers (Premio)
Gund & Pethe (Kamleshwari Park)
Ackruti Jay developers (Hubtown Countrywoods)
Pudumjee G-Corp
Swapnali Bhosale constructions (God‟s Grace 2);
DSK Hariyali
DSK Sunderban
Clover Builders
Harshad Developers (Premio)
Gund & Pethe (Kamleshwari Park)
Ackruti Jay developers (Hubtown Countrywoods)
Pudumjee G-Corp (Greens)
Swapnali Bhosale constructions (God‟s Grace 2);
Amanora Park town
Reelicon Shelters Pvt.Ltd.
K.Raheja Builders
DSK Supinfocom Institute
J.D Constructions
Cosmos Regency
Kalaapi builders
L&T Infotech (Powai & Airoli offices)
Inamdar Hospital
INC Developers, Manhattan
Kolte Patil (Glitterati)
Mont Vert homes Bellrose
Kunal builders
Harshad developers (Ashok Nagar)
L&T Engineering, Vadodara
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CONFIRMED ORDERS

Vascon (4 projects);
Kohinoor builders;
Rama Group;
Goyal developers;
Clover Builders;
Amit Enterprises
Nirman Developers

PIPELINE ORDERS

Paranjape Schemes;
Wipro
Nanded City;
Shreyas Restaurant;
Bunty Properties;
Pharande spaces;
Rainbow housing,
Panchshil ;
Lunkad Realty;
Suyog Developers
Kumar Properties
Navjeevan Properties
Tata Realty
Darodejog Properties
Nyati Constructions
Ahura Builders
NTPC Surat
Nirman Developers
Salunke Vihar Society
Pristine Properties
Kalpataru (3 sites)
Pinnac Housing
Malkhani Builders
Dreams group

SAMPLES INSTALLED IN THE PAST

Celestial City
Woodsville
Marriott
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Amanora
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WIPRO Paranjape Blue Ridge

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ECOMAN‟S AUTOMATIC COMPOSTING MACHINE

Microbes transform food waste containing carbohydrates,protein and fat into light and
stable substances, such as H2O and CO2

PROCESSES ANY FOOD

 JUST PUT ANY FOOD WASTE LIKE CURRY, ROTI, BREAD, EGGS-SHELL,
CHICKEN BONES, FRUITS, FISH, ETC. INTO THE DECOMPOSER JUST AS
YOU WOULD THROW A PAPER IN A DUSTBIN & FORGET ABOUT IT.
 IT CONVERTS INTO COMPOST AUTOMATICALLY IN 6-8 HOURS.
 NOISELESS, ODORLESS, AUTOMATIC OPERATION.
 ALL YOUR WET GARBAGE IS TAKEN CARE WITHOUT ANY HASSLES.

Lid

Food Waste

Vent into Atmosphere
Air Exhaust
Decomposing
Tank
Mixer

Nano-
Catalyzer

Control Unit
Boiler
Deodorizer
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WORKING:

The entire process is natural & biological. The decomposition is done by microbes /
microorganisms, called “Acidulo” which are our patented microorganisms. These
microbes thrive in high temperature and even in high acidic or salty atmosphere as well.

When Food Waste is put from above, moisture is sensed below & the tank is heated from
below. Due to this water content in food waste is evaporated and goes out to the
atmosphere as water vapor through deodorizer. Due to passing through the deodorizer
there is no odor.

As any food waste contains 75-80% moisture we achieve an 80% volume reduction due
to evaporation.

After that the microbes are then activated due to high temperature & they decompose the
remaining food. That‟s how we achieve a volume reduction of 95% i.e 100% waste to
5% compost

There is no crushing or grinding & it is 100% natural process. The blades are only for
stirring. Due to this it is noiseless.

Immediate After 4hours After 8hours After 12hours After 16hours After 20hoursAfter24Hours
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Ecoman‟s Automatic Organic Waste Management Composter – FOODIE

APPLICATIONS

At Ward Level
Vegetable Markets
Fish Markets
Society / Apartments
Factories
Commercial Malls / Buildings
Canteens
Restaurants / Hotels
Marriage Halls
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Residential Product

Industrial Products

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No Picture

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BENEFITS

 Processes all types of Food Waste ( like CURRY, ROTI, BREAD, EGGS-
SHELL, CHICKEN BONES, FRUITS, FISH, ETC.)

 95% Volume Reduction. 100% Food to 5% Compost of High quality

 Odorless, Noiseless, Automatic Operation in 6-8 hrs.

 Stainless Steel Tank with life of 25 Yrs +

 Remove Compost only once a month.

 Result at Source – Ends at start point.. Immediate Solution.

 Satisfies the 3R‟s – Reduce, Reuse & Recycle

 Closes Ecological Loop – The food goes back to soil from where it comes.

 Cost Savings: Collection, Transportation, Storage, Processing, Manpower

 ZERO GARBAGE CITIES. No Community Bins

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A. 'FOODIE' is an organic waste composting machine which satisfies the '3R' principle of
Reducing Garbage, Recycling Garbage into Manure & Reusing Manure for your plants.

B. It converts any food waste (CURRY,ROTI,BREAD,EGGS-SHELLS,CHICKEN
BONES,FRUITS,FISH etc.) into manure/compost in your
home,hotel,building,complex,factories etc.

C. There is 95% volume reduction of waste i.e. 100% waste is converted into 5% high
quality manure, which can be used for your plants, in your garden.

Thus FOODIE completes the ecological loop.
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Research Design

Objectives of the study-
To get a brief insight of the organic waste management sector in India and world
To understand awareness of customers with respect to brand
Ways to attract more customers for the company
Looking for ways to expand the business nationally and internationally.
Analyzing and interpreting the data collected from the customers.

This research analyzes the concept of branding of services of Ecoman.
And puts forward core competitiveness strategy in the organic waste
management enterprise and the comprehensive system that includes three
connotations:
Best Service, Total Customer Solution and Structured System.

Type of Research
The type of research being used is Descriptive.

While most literature relates to branding for goods, this research focuses also onissues for
branding professional and specialized services of Ecoman.

Collection of data
The method/technique of data collection is :-
Primary – Interview, Technological eg-Competitor, Personal, Mail, Questionnaire,
Online Researchand Telephone

Sampling
The sample used for research is stratified, which is interviewing 20 users of organic
waste management via Questionnaire. eg- OWC,Vermiculture,Biogas Plant, Foodie.
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Conclusion

Clearly, more appropriate and sustainable approaches to waste need to be adopted. To be
sustainable we need to move the emphasis toward a system that is local, community
based makes use of low tech / low energy systems and is focused on waste minimization.
This is an approach which we at Full Cycle advocate.
Other methods of managing waste include:

Waste minimization is an approach that aims to reduce the production of waste through
education and the adoption of improved production processes and less wasteful practices.

Recycling by separating certain materials within the waste stream and reprocessing them.
The recycling of many materials is currently not financially viable.

Waste processing is treatment and recovery (use) of materials or energy from waste
through thermal, chemical, or biological means.

g

US‟s waste collection truck to curb the rising waste that is increasing everyday
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The present citizens of India are living during times of unprecedented economic growth,
rising aspirations, and rapidly changing lifestyles, which will raise the expectations on
public health and quality of life. Remediation and recovery of misused resources will also
be expected. These expectations when not met might result in a low quality of life for the
citizens.
Pollution of whether air, water or land results in long-term reduction of productivity
leading to a deterioration of economic condition of a country. Therefore, controlling
pollution to reduce risk of poor health, to protect the natural environment and to
contribute to our quality of life is a key component of sustainable development.
“Even the best waste management system in the world has shown that it cannot withstand
the test of a global financial downturn; and with the global population, GDP per capita –
and therefore the amount of waste – increasing globally we must become aware of the
consequences and do something about it…”

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Branding is one strategy that Ecoman can use to help build its base and spread awareness
and acceptance among clients, consumers, suppliers as trusted resources for long-term
supports and services. Effective branding of its own services creates awareness of who
the company is, what theystand for and what unique and meaningful benefits it can
deliver. Branding may involve a name, logo, symbol, unique selling proposition, an
advertisement, jingle, and design scheme, among other tangible attributes. However, a
brand is more than just this. It is a promise, the totality of perceptions; everything you
see, hear, read, know, feel, and think about a product, service, or business. It holds a
distinctive position in customer‟s minds based on past experience, associations, and
future expectations. In general, a brand is a symbolic embodiment of all the information
connected to a company, product or service. It serves to create associations.

In the last years the organic waste management industry has seen some developments that
required new strategies:
-Globalisation: Growing base of customers because they are legally required to follow
the norms regarding managing the organic waste as proposed by the government or any
other higher body. In addition global clients have realised the high need for managing
organic waste. They often prefer a solution for waste management that is globally
recognised and efficient.

-Stagnation in the core business: The traditional method of managing the organic waste
through vermiculture does not show high growth ratesi.e reducing the problems of
organic waste. An individual firms growth can mainly be achieved at the expense of
competitors only.

-Growth in waste management services: Day by day increasing of organic waste has
created a need for managing waste through different measures. The waste
management firms have traditionally done some ways to manage waste and now they
developed these activities aggressively. This had two results:-

-A growing variety of services offered – Led to the development of new products due to
technological change and upgradation. It had to be communicated to existing and
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potential clients. The new waste management firms came into direct competition with
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the traditional waste management firms which had their own brands and reputation

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-Need for qualified people: With the development of new products/services all firms
needed much more highly qualified people. Recruitment became an important issue.
This led to a competition to attract the best of best in the field.

All these factors together increased competition amongst the waste management firms.
For this industry excellent quality and efficiency i.e. time saving process, is not a means
to get a competitive advantage, it is an important requirement for any success at all. A
large variety of services is important; but the customer will perceive it only in the
moment he needs a certain service.
Branding is an element of an overall marketing and outreach strategy. Developing and
building a brand depends on multiple variables, such as type of services, products, type of
industry, target population, competitive or similar services, and private or public sector,
among others. Effective brands are composed of core elements and have unique aspects
that make them successful.

Qualities for a Successful Brand:-

→Competent
A product or service must fulfil its promise and ensure the delivery of high-quality
services are aligned with the company/organizations vision, and delivered with genuine
commitment to customer satisfaction.
Dell Inc. provides consumers with the most effective computing solutions to meet their
needs. As a result, Dell has become an industry-leader

→Clear
A strong brand is clear about what it is and what it is not
Volvo is clear about its commitment to safety. Their brand is not about speedy sports
cars, small economy cars, or luxury cars, but about safety and the people you care about

→Compelling
A brand is appropriate for and interesting to its target audience. If not, it is ineffective
and useless.
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BMW is focused on providing the ultimate driving experience for its luxury-performance
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automobile consumers

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→Consistent
Brands are always what they say and who they are to bolster their brand attributes.
Wal-Mart has been consistent branding itself as a low-cost retailer with a pledge to
customer service, and satisfaction.

→Constant
Brands are always visible to their customers and prospects.
Coca-Cola is the world‟s most recognized brand with its trademark bottle shape and
dynamic ribbon below the Coca-Cola

→Connected
A brand connects to appropriate communities, affiliations, and partnerships. Establishing
and maintaining a network of partners, intermediaries, and customers is important.
Organizations should develop relationships that can reinforce their brand.
The United Way of America has established and built partnerships with government,
schoolsetc.,

→Committed
Brands are not a one-time event; it is not about fads, but built over time and requires
steadfast commitment to ensure long lasting success. Brands build value over time
through consistently living the brand promise
The strongest brands in the market have either been around for a long time, such as Coke
and IBM.

→Current
A brand is based on current needs with room to meet new and/or different needs in the
future.
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Research Findings about the company
In this situation Ecomanis doing all their very best to differentiate themselves
successfully from competition all around the globe. They have reached a stage where, no
waste management firms has the same efficient technology. Technically, Ecoman doesn‟t
have any competitor to its product instead it has a substitute to its product.Not any of the
organic waste management firms appear to have similar defining products and service
qualities as that of Ecoman.It looks like other firms are not sending any consistent
messages about their organisation to external audience‟si.e. Awareness about the
products, services and presence of the brand in the market
Since, its operation Ecoman has realised that strong brand with a personality and a clear
messagecan be a valuable means for differentiation and thus for gaining a competitive
advantage over other firms and also increasing its customer and client base. It has done a
thorough research of the local market (as for now) and they have found out that their
customer and client base is very small and limited. It‟s a niche market. Therefore to
promote their brand continuously, easily and in an effective way.They havecome up with
a strategy to market their services and products to client and customers personally with
the help of Marketing Executives.
Ecoman is now investingheavily to reposition their brand and to develop their good name
in organic waste management industry by taking a next huge step that is by starting up its
own production plant in Khadki,Pune,India.The plant has been in operation since
February 2013. The production of its automatic organic waste composter is already in
pipeline. This has boosted the brand Ecoman to another level in the organic waste
managemeurnt sector. This measure also resulted in reducing the price of each individual
automatic organic waste composter to come down marginally by 20 to 30%.Ecoman has
a tremendous capacity to grow to be a multi-national company due to the services and
product that it offers for management of organic waste. Organic Waste Management is an
upcoming sector that will be fast growing in the coming years. As the world is in dire
needs to curb crisis of the growing waste problems that is increasing every passing day.
Ecoman as the organic waste management company has come up with the idea of solving
this problem through its Automatic Waste Composter that produces the result on site
without consuming much time, effort, space and money.Hence, reliable option.
Ecoman looks to solve this problem permanently by offering a unique solution
specially designed & suited for India:-
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- DECENTRALIZED SOLUTION: At point of generation
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- Make cities free of community bins &landfills.

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Solution at Source
Process your own wet/organic garbage in your own society / area and give recyclables for
recycling.
In this way you can achieve “Zero Waste”.
Zero Waste Means :-
Reducing the volume of generation of garbage by using the method of
SEGREGATION & PROCESSING OF GARBAGE AT SOURCE.
Segregation at source means separating the wet and dry garbage in the kitchen itself.
Two bins are kept in the kitchen for wetgarbage and dry garbage separately.
Which is wet and which is dry garbage?

WET AND DRY GARBAGE

Dry Garbage Wet Garbage

 Recyclable/Reusable/other  Bio degradable
 Plastics, Metal  Vegetable waste
 Coconut shell  Food waste
 Thermacol, foam  Garden waste
 Rexene  Wood shavings
 Battery cells  Hair/nails
 Paper  Egg shells
 Cloth, cotton  Bones
 rubber  All types of Meat
 Bulbs….  All types of sea food
 Miscellaneous

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BENEFITS OF ZERO WASTE

-Valuable recyclable materials will not be wasted at dumping grounds.

-Conversion of wet garbage into manure,
nature‟s wealth being restored. Completing nature cycle

-Cleaner roads, lesser pollution

ECOMAN’S PROPOSAL SOLUTION AT SOURCE

WARDS &
Individual The wet
Societies garbage is
/Townships So wet
processed garbage
/Commercial at source in will be
Buildings less than 24 processed
/Hotels be hours and at source
installed with converted i.e. at
ECOMAN’s to high
every
COMPOSTING household
quality /society /
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MACHINE compost. hotels /
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factories/
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townships,
etc.

Suggestions, Opinion and Recommendations for the company

Ecoman as a waste management firm is doing a fair job of branding its services and
products through a personal touch or in an easy term it can be referred to as mouth to
mouth publicity to customers and clients. Which has brought a good response from
various strataof the society, in a way that the company was looking for.Even though the
company is fast growing at a local level. It‟s still slowly picking up pace at national and
international level. As they haven‟t yet set up their branch office at various places across
national (except in Navi Mumbai) and international level..
It is known and pretty logical that no company can grow faster and increase its brand
value in a fortnight just by mouth to mouth publicity. In my opinion the potential and
caliber company like Ecoman should look into modifying their branding strategies for
national and international market by advertising on a large scale through a suitable
medium, doing a tie up with other waste management firms, partnership, joint venture or
franchising. Ecoman should identify their target market at national and international level
with the help of market assessment strategy and then to penetrate and capture the whole
market by publicizing about its product and services and thereby look into creating a
brand value of its own in an organic waste management industry.
The potential company like Ecoman will grow itself to be called as an ideal organic waste
management solution if it goes for promotion of its products and services that it offers i.e.
through exhibitions, education (awareness), media etc. It should look for expansion and
opening up of new branches across the globe to fulfill the wants and necessities of the
customers and clients based there. Hence, leaving them fully satisfied. The timing is right
to follow this path as day by day new companies are coming up, which may try to imitate
the product and services that it offers. Thereby causing potential revenue loss to
company. 41
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Limitations of the study:

The study was conducted only in Pune city whereas Ecoman is providing service
countrywide and globally. This might result in biased response.
The sample size was total 20 which are not exactly sufficient to explain the attitude of the
customer towards the brand Ecoman. Therefore, a proper research on this topic should
cover the customers from various cities at national and international level.
-Biased responses of some respondents.
-Many respondents were not giving personal information like email id and contact
number.
-The study could not provide one proper solution to increase the brand awareness of the
company.
-Some of the customer‟s couldn‟t schedule the interview due to the busy routine.
-Receiving false and manipulated information.

.
Suggestions for further research:

-The geographical are covered by the research should be larger.
-The sample size must be much higher.
-The budget to conduct research should be higher so that more data can be gathered, And
we will get more sophisticated and accurate findings.
-Different statistical tools can be used for better results. As statistical techniques will give
statistical figures which will give accurate information about the sector and the company.
-A comparative analysis with the competitors will give a better picture of
Ecoman as a brand.
-Samplingequal number of every type of different organic waste management users i.e.
brand and solution wise
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FAQ‟s (Frequently Asked Questions) by clients and customers.

1) Is the compost dry?
Yes the compost is completely dry like soil having dark brown to black color.

2) Is there any smell?
No smell or odor as there is deodorizer

3) Any noise?
No noise as there is no crushing or grinding

4) Any gases?
No gases as it is aerobic digestion i.e. continuous air intake and air outlet

5) Electricity consumption?
Rs.10 to Rs.15 per flat per month

6) How much waste you consider per flat?
Corporation says 400gms per house, we
consider 500gms per house. Only in luxurious apartments we would consider more as
rich people tend to waste more.

7) Warranty?
1year

8) Maintenance?
Sir honestly there is no maintenance as there are no wear & tear parts which happens
when there is crushing or grinding. We do not expect the client to sign any AMC. If there
is any fault we would charge at actual and which would happen rarely.

9) Any operator needed?
No. As it is fully automatic, garbage collector can just open the lid and dump the waste.
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10) What all can it process?
Any organic waste including bones, fish bones, egg shells, curry, etc. Even leaves and
small twigs. Only it cannot process coconut shell which is hard like stone and big
branches.

11) Even bones get processed in 6-8hrs?
Sir honestly bones do not get processes in 6-8hrs, but they remain in machine and get
processed in 2-3days.

12) Do you have to add any bacteria culture every time?
No. The machine initially comes with our sawdust till half level of machine which has
our bacteria culture in it. The bacteria reproduces continuously, so you have to never add
anything ever in your lifetime.

13) Why you do not have to add bacteria sawdust ever again?
When you remove the compost after a month only half is removed automatically in
bigger machines as the door is there at half level. The remaining compost already has
bacteria for new waste that you will put in.

14) Are these bacteria harmful?
Not at all as they grow only in high temperature of 55degree Celsius to 85degre Celsius.
So they do not possess any threat to humans and are free of any pathogens.

15) Can the compost be used directly in plants?
Yes the compost can be used directly in gardens or plants. Only that since it is
concentrated less amount than your normal compost should be used. We have compost
tested from Agriculture College Pune.

16) What if any plastic bag or rubber or any inorganic is put in?
Since there is no crushing or grinding it will not harm the compost or machine. While
putting the waste next day you can see that bag & remove it easily. If there was crushing
then the entire compost would have been damaged. This does not mean you can put
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plastic and metal in it. A random plastic bag will not do any harm.
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17) What if a metal rod is put?
It should not be put in, but if put by mistake the blades will get stuck and machine will
overload and trip. In worst case scenario blades will break which are cheap and can be
fixed with nut-bolts.

18) Dimensions?
Mentioned in presentation

19) Specifications?
All electrical specifications & other detailed specifications are mentioned in the
presentation.

20) If load shedding?
Machine operating time is only 6-12hrs. So if there is no electricity for few hrs. no
problem.

21) How is the exhaust air pipe connected?
It is connected to the sewage or storm water drain line, or to top terrace or outside
compound wall. There is no water or gas through the exhaust air pipe, only air.

22) What if the strength of bacteria reduces?
The bacteria continuously reproduces so its strength or power does not reduce. If there is
a worst case situation like someone puts 100kg baygon or 100kg alcohol in the machine,
then the bacteria will die and we would give you new sawdust which will have bacteria
culture in it

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Questionnaire

Name: ___________________________________________
Address: ___________________________________________
Phone Number: ___________________________________________
Email id: ___________________________________________

Q1. Rate the organic waste management solution in terms of your awareness. On
the scale of 1 to 4
OWC __ Vermiculture __ Biogas __ Automatic waste composter __

Q2. Rate accordingly, OWC, Vermiculture, Biogas Plant , Foodie which you would
consider buying. On the scale of 1 to 4

Q3. Rate the organic waste management solution you’ve heard the most
about?(from among the four only). On the scale of 1 to 4
OWC __ Vermiculture __ Biogas __ Automatic waste composter__

Q4. Rate the organic waste management solution that you would prefer to use. On
the scale of 1 to 4

Q5. Rate according to how favorable is your attitude towards these four solutions of
organic waste management? On the scale of 1 to 4

Q6. Rate the four solutions according to you that will satisfy your needs? On the
scale of 1 to 4
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Q7. Rate the composting capability of the four organic waste management solutions
you think will be better. On the scale of 1 to 4
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Q8. Which of the four organic waste management solutionswould you like to opt for
in terms of brand and efficiency? On the scale of 1 to 4

Q9. Rate according to which of the four organic waste management solutions would
you recall by hearing “Organic Waste Management”?
On the scale of 1 to 4

Q10. Which organic waste management solution are you using?
Are you happy with the current organic waste management solution you’re using?
________________________________________________________________________
________________________________________________________________________
Q11. Any additional comments? Or suggestions for increasing the awareness of
Ecoman’s Automatic Waste Composter?
________________________________________________________________________
________________________________________________________________________

THANK YOU !!

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F-50 Model Installed at one of the site of Tyagi Properties in Pune.

F-30 Model installed at PMC‟s basement in Pune.
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Picture of sawdust which is mixed with bacteria to convert waste into manure.

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Picture taken 12hrs after the organic waste has been processed
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Concept of branding of services of ecoman

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