Concept of branding of services of ecoman
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Concept of branding of services of ecoman



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 ...

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.
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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Concept of branding of services of ecoman Concept of branding of services of ecoman Document Transcript

  • DECLARATIONI hereby declare that the project work entitled “A DETAILED STUDY OF CONCEPTOF BRANDING OF SERVICE WITH REFERENCE TO ECOMAN ENVIROSOLUTIONS PVT LTD” submitted to the University Of Pune is a record of an originalwork done by me under the guidance of Prof.Aditi Samir, Faculty Member, BrihanMaharashtra College of Commerce (BMCC), Pune and has not been submitted to anyother university or institute towards the award of any degree._________________ KUNAL S MUTHA TY.BBA- A ROLL NO. 59 2 Page2|Page
  • AKNOWLEDGEMENTI want to take this opportunity to thank all those people who have been supportive for thecompletion 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 extremelysupportive and patient during the completion of this project. Her wonderful suggestionsand her deep understanding of this subject have made sure that I receive the bestknowledge possible for the project. 3 Page3|Page
  • INDEXSr. 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 Ecoman2. Company profile- ECOMAN ENVIRO SOLUTIONS PVT LTD -Client List -Ecoman‟s Automatic Composting Machine -Product Details3. Research design4. Data analysis and Interpretation5. Conclusion -Research findings of the company ( Ecoman ) -Suggestions, Opinions and Recommendations for co. -Limitations of the study -Suggestions for further research6. Bibliography 4 Page4|Page
  • INTRODUCTION: 5 Page5|Page
  • Let us all try to make an effort to make this world better for us andour future generations. 6 Page6|Page
  • MeaningOrganic Waste ManagementOrganic waste management is the collection, transport, processing or disposal, managingand monitoring of organic waste materials. The term usually relates to materials producedby human activity, and the process is generally undertaken to reduce their effect onhealth, the environment or aesthetics. Waste management is a distinct practice fromresource recovery which focuses on delaying the rate of consumption of naturalresources. All wastes materials, whether they are solid, liquid, gaseous or radioactive fallwithin the remit of waste managementOrganic waste management practices can differ for developed and developing nations,for urban and rural areas, and for residential and industrial producers. Management fornon-hazardous waste residential and institutional waste in metropolitan areas is usuallythe responsibility of local government authorities, while management for non-hazardouscommercial and industrial waste is usually the responsibility of the generator subject tolocal, national or international controls. 7 Page7|Page
  • Waste can be regarded as a human concept as there appears to be no such thing as wastein nature. The waste products created by a natural process or organism quickly becomesthe raw products used by other processes and organisms.Recycling is predominant, therefore production and decomposition are well balanced andnutrient cycles continuously support the next cycles of production. This is the so-calledcircle of life and is a strategy clearly related to ensuring stability and sustainability innatural systems. On the other hand there are man-made systems which emphasize theeconomic value of materials and energy, and where production and consumption are thedominant economic activities. Such systems tend to be highly destructive of theenvironment as they require massive consumption of natural capital and energy, returnthe end product (waste) to the environment in a form that damages the environment andrequire more natural capital be consumed in order to feed the system. Where resourcesand 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 notbeing used efficiently. This is carelessly reducing the Earths capacity to supply new rawmaterials in the future. The capacity of the natural environment to absorb and processthese materials is also under stress. Valuable resources in the form of matter and energyare lost during waste disposal, requiring that a greater burden be placed on ecosystems toprovide these. The main problem is the sheer volume of waste being produced and howwe deal with it 8 Page8|Page
  • International Market of Organic Waste ManagementThe amount of rubbish generated by city dwellers is set to rise steeply in the next twodecades, 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 timeprovides data on municipal solid waste generation, collection, composition and disposalby country and by region.The amount of municipal solid waste is growing fastest in China – which overtook theUS as the worlds largest waste generator in 2004 – other parts of east Asia, and parts ofeastern Europe and the Middle East, the report says. Growth rates for rubbish in theseareas 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 1.3bntonnes a year to 2.2bn by 2025. The annual cost of solid waste management is projectedto 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.“Worlds urban waste mountain a silent problem that is growing daily” 9 Page9|Page
  • National Market of Organic Waste ManagementIndia 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 enoughresources or adequate systems in place to treat its solid wastes. Its urban population grewat a rate of 31.8% during the last decade to 377 million, which is greater than the entirepopulation of US, the third largest country in the world. India is facing a sharp contrastbetween its increasing urban population and available services and resources. Solid wastemanagement (SWM) is one such service where India has an enormous gap to fill. Propermunicipal solid waste (MSW) disposal systems to address the burgeoning amount ofwastes are absent. The current SWM services are inefficient, incur heavy expenditure andare so low as to be a potential threat to the public health and environmental quality.Improper solid waste management deteriorates public health, causes environmentalpollution, accelerates natural resources degradation, causes climate change and greatlyimpacts the quality of life of citizens.Impact of Improper SWM on Pristine Ecosystems, Landfill Fires inVisakhapatnam Landfill, which is Located in a Valley 10 Page10 | P a g e
  • Waste Generation Rate & QuantityThe per capita waste generation rate in India has increased from 0.44 kg/day in 2001 to0.5 kg/day in 2011, fuelled by changing lifestyles and increased purchasing power ofurban Indians. Urban population growth and increase in per capita waste generation haveresulted in a 50% increase in the waste generated by Indian cities within only a decadesince 2001. There are 53 cities in India with a million plus population, which togethergenerate 86,000 TPD (31.5 million tons per year) of MSW at a per capita wastegeneration rate of 500 grams/day. The total MSW generated in urban India is estimated tobe 68.8 million tons per year (TPY) or 188,500 tons per day (TPD) of MSW. Such asteep increase in waste generation within a decade has severed the stress on all availablenatural, infrastructural and budgetary resources.Between 21% and 40% (by weight) of municipal solid waste in Developing Countries isorganic, increasing to up to 45% if you include paper and cardboard. If the soilcomponent of this waste is included, more than half the waste sent to landfill can be usedas a growing media for plants. Considering the investment that went into creating theorganic waste (and the nutrients and energy contained in it) this is too valuable a resourceto 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 greenhousegases that trap heat in the atmosphere, contributing to climate change. Methane isparticularly 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, foodwaste is putrescible (it becomes smelly) and attracts pests like rats and flies if it is left torot. In order to prevent potential health and environmental problems, food waste isgenerally taken to landfills and buried or to fed to pigs. Feeding kitchen waste to pigs isnot an ideal solution to food waste as this practice can promote the spread of swine fever,parasites and pathogens. 11 Page11 | P a g e
  • 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 nocompetition 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 12 Page12 | P a g e
  • Segregation of Organic Waste of Metropolian Cities: 13 Page13 | P a g e
  • BrandBrands are often thought of as a single message, logo, or slogan; however a brand can bemuch more. A brand encompasses these tangible attributes, along with consumerinteractions, and public relations. In short, a brand is the sum total of every experiencepeople, consumers, clients, and target populations have with a company/organization,their products and services for consumersLiterature gives several definitions of the term “brand”.“The common themes are that a brand is more than just a combination of a name, adesign, 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 valuedby the customer. In addition a brand is said to have personality, an emotional bond to thecustomer 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 orgroup of suppliers1. A brand identifies the suppliers‟ implicit values, ideas, and evenpersonality. It serves to create impressions that can be associated with a product orservice, as well as expectations of certain qualities or characteristics that make it unique.Branding combines elements of marketing and advertising. Marketing and advertisingdemonstrate what the brand owner is able to offer to the marketplace, consumers andtarget populations.These certain features of a brand grow out of a complex set of added values that cancomprise of history and tradition, additional services, marketing messages, quality,popularity of the product amongst a certain group of users (status) and others. Thesebasis‟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 goodmarketing 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 14motivates them. PageWithout this process you do not have a brand but only a name and a sign for a product.14 | P a g e
  • Branding provides the means through which they can make choices and judgments aboutproducts or services. For example, when shopping for laundry detergent or purchasingcoffee, consumers are more likely to select a more expensive, popular brand such as Tidedetergent or Starbucks coffee, on the basis of the perceived quality of the brand and thereputation of the brand owner. Therefore, to successfully brand a product or service, it isimportant to remember that branding is not what we do to the product or service, it is howit is perceived by the mind of the consumer.Benefits of a brand forSellers CustomersIdentifies the company‟sproducts, makes Helps identify productsrepeat purchases easierFacilitates promotion efforts Helps evaluate the quality of a productFosters 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 qualityto get better marginsAllows to extend the brand to new May offer psychological reward i.e. statusproducts, new markets and to new symbolgeographic areasCan communicate directly with the “Route map” through a range ofcustomer, reach over the shoulder of the alternativesretailerMore leverage with middlemen Saves customer timeIs more resistant to price competition Is easier to process mentallyCan have a long liveIs more forgiving of mistakes 15 Page15 | P a g e
  • With this potential a brand can offer an important competitive advantage for a seller whohas decided for a differentiation strategy. Even in markets with many similar products orservices a brand can provide some sort of uniqueness to a certain product. Dependingfrom the strength of a brand the branded product thus can be positioned towards a moremonopolistic 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 everycomponent 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 thebrand than on the individual product. For instance the introduction of a new productunder a well-established umbrella brand requires a very different promotion campaignthan the introduction of a new brand or an unbranded product. The decision for the placeand the marketing channel is influenced because a branded product with a higherperceived value might be placed in an environment that is well related to the brandspersonality.Categories of brands by ownership:-Manufacturer Own label Generic Licensed Combinationbrands brands brands brand of brandsInitiated 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 16 Page16 | P a g e
  • BRANDING STRATEGYDeveloping a brand and branding first begins with the brand decision, to brand or not tobrand. Branding is such a strong force that hardly anything goes unbranded, includingsalt, oranges, nuts, maid services, computer repair, and a growing number other productsand services. Once an organization decides to brand they should begin to think aboutdeveloping a branding strategy, which includes:• a branding approach; • market assessment; • creating a brand name;• defining who theyare; and • outreach, promotion, and education.BRANDING APPROACHA company‟s branding approach identifies how they would choose to identify andintroduce their product or services. There are five distinct branding approachesorganizations 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, andlawnmowers.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); andCo-brands (brands bearing two or more well-know brand names)-Co-brands include: Visa credit cards: American Airlines, Exxon, Capital One, andAmazon. . 17 PageMARKET ASSESSMENT17 | P a g e
  • A market assessment is a process of gathering, analyzing, and interpreting informationabout a market; about a product or service to be offered in that market; and aboutconsumers and partners for the product or service. Market assessment can providevaluable information, such as consumers‟ behavior, portals of access for servicesfrequently 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 potentialpartners, networks, and intermediaries that can add value to their brand, and developpromotional marketing strategies. Gathering information can be accomplished throughsurveys, interviews, focus groups, and observations, or a combination of these methods.CREATING A BRAND NAMECreating 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 reachand maintain brand status. When selecting a brand name it is important to be aware thatcommon descriptive words are typically more desirable than scientific or “catchy” terms.Ideally brand names should be short, easy to pronounce, memorable, and descriptive ofthe function of the product or service. They should not be associated with negativeconnotations in any language. Brand names should be usable and protected by trademarkclaim and or registration. So, that the brand may be promoted in the future. Brand namesshould be understood by the target audience, and be unique - not used by or confusinglysimilar to other entities. 18 Page18 | P a g e
  • Continue…DEFINING WHO YOU AREAnother recommended step for a branding strategy is to define who you are and what youare experts at, a company‟s “hedgehog concept”. A hedgehog concept reflects what acompany is deeply passionate about, what they can be the best at, and what drives theirresource engine (e.g., time, money, brand).Consumer ease of access, hands on assistance, and efficient and timeless assistance. Thisbrand value determines the brand‟s unique selling proposition. Sometimes referred to as aslogan or tagline, a unique selling proposition is a verbal statement that reinforces thebrand. 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 – buyor use this product or service and it will meet this specific need or want. Ideally, itshould answer a specific need or want revealed through a market assessment. Theproposition must be one that similar services either cannot or do not offer. It must beunique, 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 beeasy to pronounce, be memorable and understood by the audience.OUTREACH, PROMOTION, AND EDUCATIONOutreach, promotion, and education play key roles in developing a branding strategy,because they give organizations the opportunity raise the awareness of their services andprograms. One of the many challenges and failures of branding strategies isinconsistencies in what a brand aspires to be and what communities, partners, consumers,and target populations believe about the products and services. On many occasionsconsumers are unaware of public and community services. A critical group needs to19educate it‟s potential partners and intermediaries, specifically those who can help build 19and strengthen credibility and brand. Establishing a credible relationship with partners Pagecan be viewed as a positive among your target populations. Educating partners will help19 | P a g e
  • raise the awareness and acceptance and can demystify the assumptions partners may haveabout a company as a perceived threat or duplication of services. It would also helpeducate consumers who are hesitant to seek your services or those who have in the pasthad frustrating experiences with long-term care services and systems.Reasons for branding servicesAlthough the principles for branding of goods and services are generally the same thereoccur some differences. These arise from the different natures of both categories. Themain 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 evenmore 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 distinguishbetween the offers from the wide range of service companies operating in the marketplace.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. 20 Page20 | P a g e
  • Competitors of EcomanEnviro Solutions Private LimitedVermigoldEcotech Private LimitedEco-WiseLotus Environment Technology Private LimitedWaste ManagementKivar Environ Pvt LimitedUPL Environmental Engineering LimitedRamkyEnviro Engineering LimitedUnity Infraprojects LimitedEsselInfraprojects LimitedLora Enviro PowerAmtexSoftomeHanjer BiotechBhavani Bio-Organics LimitedKanak Resources ManagementSynergy Waste Management Private LimitedNational Cleaning CompanySatarem EnterprisesTrimexEarth Care Equipments Private Limited (OWC)Soilink Organic Waste Utilization Systems (OWC)Myco Compost (OWC)Mailhem Engineers Private Limited (OWC)Saveco Private LimitedMaster Engineers (Biogas) 21Excel Industries Limited (Biogas) PagePace Power21 | P a g e
  • 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 wastecomposting 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 oforganic waste, thus providing a fool-proof solution to the gruesome problem of wastemanagement faced by our entire nation.There composting machine has received a remarkable response from various strata ofsociety, 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 disastrousdamage that our ill-managed waste is causing to our beautiful environment.Every composting machine purchased by their customer is a huge step towardscontributing to a „Clean & Green Nation‟. Their efforts are just not complete without theco-operation of any of our environment-conscious clients and we hope to strengthen thisbond for the sole purpose of protecting our Environment.With the inception of manufacturing automatic composting machines for residential andcommercial purpose they plan to tap not only the market in India through PAN Indiadistribution 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 andprobable orders, for the purpose of use in the foreign market as a total solid wastesolution. 22 Page22 | P a g e
  • CLIENT/PROJECT LISTCOMPLETED ORDERSPimpri Chinchwad Municipal Corporation;L&T InfotechMr.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 BuildersHarshad Developers (Premio)Gund & Pethe (Kamleshwari Park)Ackruti Jay developers (Hubtown Countrywoods)Pudumjee G-CorpSwapnali Bhosale constructions (God‟s Grace 2);DSK HariyaliDSK SunderbanClover BuildersHarshad Developers (Premio)Gund & Pethe (Kamleshwari Park)Ackruti Jay developers (Hubtown Countrywoods)Pudumjee G-Corp (Greens)Swapnali Bhosale constructions (God‟s Grace 2);Amanora Park townReelicon Shelters Pvt.Ltd.K.Raheja BuildersDSK Supinfocom InstituteJ.D ConstructionsCosmos RegencyKalaapi buildersL&T Infotech (Powai & Airoli offices)Inamdar HospitalINC Developers, ManhattanKolte Patil (Glitterati)Mont Vert homes BellroseKunal buildersHarshad developers (Ashok Nagar)L&T Engineering, Vadodara 23 Page23 | P a g e
  • CONFIRMED ORDERSVascon (4 projects);Kohinoor builders;Rama Group;Goyal developers;Clover Builders;Amit EnterprisesNirman DevelopersPIPELINE ORDERSParanjape Schemes;WiproNanded City;Shreyas Restaurant;Bunty Properties;Pharande spaces;Rainbow housing,Panchshil ;Lunkad Realty;Suyog DevelopersKumar PropertiesNavjeevan PropertiesTata RealtyDarodejog PropertiesNyati ConstructionsAhura BuildersNTPC SuratNirman DevelopersSalunke Vihar SocietyPristine PropertiesKalpataru (3 sites)Pinnac HousingMalkhani BuildersDreams groupSAMPLES INSTALLED IN THE PASTCelestial CityWoodsvilleMarriott 24Amanora PageWIPRO Paranjape Blue Ridge24 | P a g e
  • WORKING:The entire process is natural & biological. The decomposition is done by microbes /microorganisms, called “Acidulo” which are our patented microorganisms. Thesemicrobes 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 frombelow. Due to this water content in food waste is evaporated and goes out to theatmosphere as water vapor through deodorizer. Due to passing through the deodorizerthere is no odor.As any food waste contains 75-80% moisture we achieve an 80% volume reduction dueto evaporation.After that the microbes are then activated due to high temperature & they decompose theremaining food. That‟s how we achieve a volume reduction of 95% i.e 100% waste to5% compostThere is no crushing or grinding & it is 100% natural process. The blades are only forstirring. Due to this it is noiseless.Immediate After 4hours After 8hours After 12hours After 16hours After 20hoursAfter24Hours 26 Page26 | P a g e
  • Ecoman‟s Automatic Organic Waste Management Composter – FOODIEAPPLICATIONSAt Ward LevelVegetable MarketsFish MarketsSociety / ApartmentsFactoriesCommercial Malls / BuildingsCanteensRestaurants / HotelsMarriage Halls 27 Page27 | P a g e
  • Residential ProductIndustrial Products 28 Page28 | P a g e
  • No Picture 29 Page29 | P a g e
  • 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 30 Page30 | P a g e
  • A. FOODIE is an organic waste composting machine which satisfies the 3R principle ofReducing Garbage, Recycling Garbage into Manure & Reusing Manure for your plants.B. It converts any food waste (CURRY,ROTI,BREAD,EGGS-SHELLS,CHICKENBONES,FRUITS,FISH etc.) into manure/compost in yourhome,hotel,building,complex,factories etc.C. There is 95% volume reduction of waste i.e. 100% waste is converted into 5% highquality manure, which can be used for your plants, in your garden.Thus FOODIE completes the ecological loop. 31 Page31 | P a g e
  • Research DesignObjectives 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 wastemanagement enterprise and the comprehensive system that includes threeconnotations:Best Service, Total Customer Solution and Structured System.Type of ResearchThe type of research being used is Descriptive.While most literature relates to branding for goods, this research focuses also onissues forbranding professional and specialized services of Ecoman.Collection of dataThe method/technique of data collection is :-Primary – Interview, Technological eg-Competitor, Personal, Mail, Questionnaire,Online Researchand TelephoneSamplingThe sample used for research is stratified, which is interviewing 20 users of organicwaste management via Questionnaire. eg- OWC,Vermiculture,Biogas Plant, Foodie. 32 Page32 | P a g e
  • ConclusionClearly, more appropriate and sustainable approaches to waste need to be adopted. To besustainable we need to move the emphasis toward a system that is local, communitybased 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 througheducation 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 wastethrough thermal, chemical, or biological means.gUS‟s waste collection truck to curb the rising waste that is increasing everyday 33 Page33 | P a g e
  • The present citizens of India are living during times of unprecedented economic growth,rising aspirations, and rapidly changing lifestyles, which will raise the expectations onpublic health and quality of life. Remediation and recovery of misused resources will alsobe expected. These expectations when not met might result in a low quality of life for thecitizens.Pollution of whether air, water or land results in long-term reduction of productivityleading to a deterioration of economic condition of a country. Therefore, controllingpollution to reduce risk of poor health, to protect the natural environment and tocontribute 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 withstandthe 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 theconsequences and do something about it…” 34 Page34 | P a g e
  • Branding is one strategy that Ecoman can use to help build its base and spread awarenessand acceptance among clients, consumers, suppliers as trusted resources for long-termsupports and services. Effective branding of its own services creates awareness of whothe company is, what theystand for and what unique and meaningful benefits it candeliver. Branding may involve a name, logo, symbol, unique selling proposition, anadvertisement, jingle, and design scheme, among other tangible attributes. However, abrand is more than just this. It is a promise, the totality of perceptions; everything yousee, hear, read, know, feel, and think about a product, service, or business. It holds adistinctive position in customer‟s minds based on past experience, associations, andfuture expectations. In general, a brand is a symbolic embodiment of all the informationconnected to a company, product or service. It serves to create associations.In the last years the organic waste management industry has seen some developments thatrequired new strategies:-Globalisation: Growing base of customers because they are legally required to followthe norms regarding managing the organic waste as proposed by the government or anyother higher body. In addition global clients have realised the high need for managingorganic waste. They often prefer a solution for waste management that is globallyrecognised 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 35 potential clients. The new waste management firms came into direct competition with Page the traditional waste management firms which had their own brands and reputation35 | P a g e
  • -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 meansto get a competitive advantage, it is an important requirement for any success at all. Alarge variety of services is important; but the customer will perceive it only in themoment he needs a certain service.Branding is an element of an overall marketing and outreach strategy. Developing andbuilding a brand depends on multiple variables, such as type of services, products, type ofindustry, target population, competitive or similar services, and private or public sector,among others. Effective brands are composed of core elements and have unique aspectsthat make them successful.Qualities for a Successful Brand:-→CompetentA product or service must fulfil its promise and ensure the delivery of high-qualityservices are aligned with the company/organizations vision, and delivered with genuinecommitment to customer satisfaction.Dell Inc. provides consumers with the most effective computing solutions to meet theirneeds. As a result, Dell has become an industry-leader→ClearA strong brand is clear about what it is and what it is notVolvo is clear about its commitment to safety. Their brand is not about speedy sportscars, small economy cars, or luxury cars, but about safety and the people you care about→CompellingA brand is appropriate for and interesting to its target audience. If not, it is ineffectiveand useless. 36BMW is focused on providing the ultimate driving experience for its luxury-performance Pageautomobile consumers36 | P a g e
  • →ConsistentBrands 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 tocustomer service, and satisfaction.→ConstantBrands are always visible to their customers and prospects.Coca-Cola is the world‟s most recognized brand with its trademark bottle shape anddynamic ribbon below the Coca-Cola→ConnectedA brand connects to appropriate communities, affiliations, and partnerships. Establishingand 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.,→CommittedBrands are not a one-time event; it is not about fads, but built over time and requiressteadfast commitment to ensure long lasting success. Brands build value over timethrough consistently living the brand promiseThe strongest brands in the market have either been around for a long time, such as Cokeand IBM.→CurrentA brand is based on current needs with room to meet new and/or different needs in thefuture. 37 Page37 | P a g e
  • Research Findings about the companyIn this situation Ecomanis doing all their very best to differentiate themselvessuccessfully from competition all around the globe. They have reached a stage where, nowaste management firms has the same efficient technology. Technically, Ecoman doesn‟thave any competitor to its product instead it has a substitute to its product.Not any of theorganic waste management firms appear to have similar defining products and servicequalities as that of Ecoman.It looks like other firms are not sending any consistentmessages about their organisation to external audience‟si.e. Awareness about theproducts, services and presence of the brand in the marketSince, its operation Ecoman has realised that strong brand with a personality and a clearmessagecan be a valuable means for differentiation and thus for gaining a competitiveadvantage over other firms and also increasing its customer and client base. It has done athorough research of the local market (as for now) and they have found out that theircustomer and client base is very small and limited. It‟s a niche market. Therefore topromote their brand continuously, easily and in an effective way.They havecome up witha strategy to market their services and products to client and customers personally withthe help of Marketing Executives.Ecoman is now investingheavily to reposition their brand and to develop their good namein organic waste management industry by taking a next huge step that is by starting up itsown production plant in Khadki,Pune,India.The plant has been in operation sinceFebruary 2013. The production of its automatic organic waste composter is already inpipeline. This has boosted the brand Ecoman to another level in the organic wastemanagemeurnt sector. This measure also resulted in reducing the price of each individualautomatic organic waste composter to come down marginally by 20 to 30%.Ecoman hasa tremendous capacity to grow to be a multi-national company due to the services andproduct that it offers for management of organic waste. Organic Waste Management is anupcoming sector that will be fast growing in the coming years. As the world is in direneeds 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 solvingthis problem through its Automatic Waste Composter that produces the result on sitewithout consuming much time, effort, space and money.Hence, reliable option.Ecoman looks to solve this problem permanently by offering a unique solutionspecially designed & suited for India:- 38- DECENTRALIZED SOLUTION: At point of generation Page- Make cities free of community bins &landfills.38 | P a g e
  • Solution at SourceProcess your own wet/organic garbage in your own society / area and give recyclables forrecycling.In this way you can achieve “Zero Waste”.Zero Waste Means :-Reducing the volume of generation of garbage by using the method ofSEGREGATION & 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 GARBAGEDry 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 39 Page39 | P a g e
  • 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 SOURCEWARDS &Individual The wetSocieties garbage is/Townships So wet processed garbage/Commercial at source in will beBuildings less than 24 processed/Hotels be hours and at sourceinstalled with converted i.e. atECOMAN’s to high everyCOMPOSTING household quality /society / 40MACHINE compost. hotels / Page factories/ 40 | P a g e townships, etc.
  • Suggestions, Opinion and Recommendations for the companyEcoman as a waste management firm is doing a fair job of branding its services andproducts through a personal touch or in an easy term it can be referred to as mouth tomouth publicity to customers and clients. Which has brought a good response fromvarious strataof the society, in a way that the company was looking for.Even though thecompany is fast growing at a local level. It‟s still slowly picking up pace at national andinternational level. As they haven‟t yet set up their branch office at various places acrossnational (except in Navi Mumbai) and international level..It is known and pretty logical that no company can grow faster and increase its brandvalue in a fortnight just by mouth to mouth publicity. In my opinion the potential andcaliber company like Ecoman should look into modifying their branding strategies fornational and international market by advertising on a large scale through a suitablemedium, doing a tie up with other waste management firms, partnership, joint venture orfranchising. Ecoman should identify their target market at national and international levelwith the help of market assessment strategy and then to penetrate and capture the wholemarket by publicizing about its product and services and thereby look into creating abrand 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 wastemanagement 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 andopening up of new branches across the globe to fulfill the wants and necessities of thecustomers and clients based there. Hence, leaving them fully satisfied. The timing is rightto follow this path as day by day new companies are coming up, which may try to imitatethe product and services that it offers. Thereby causing potential revenue loss tocompany. 41 Page41 | P a g e
  • Limitations of the study:The study was conducted only in Pune city whereas Ecoman is providing servicecountrywide and globally. This might result in biased response.The sample size was total 20 which are not exactly sufficient to explain the attitude of thecustomer towards the brand Ecoman. Therefore, a proper research on this topic shouldcover 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 contactnumber.-The study could not provide one proper solution to increase the brand awareness of thecompany.-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, Andwe will get more sophisticated and accurate findings.-Different statistical tools can be used for better results. As statistical techniques will givestatistical figures which will give accurate information about the sector and the company.-A comparative analysis with the competitors will give a better picture ofEcoman as a brand.-Samplingequal number of every type of different organic waste management users i.e.brand and solution wise 42 Page42 | P a g e
  • 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 deodorizer3) Any noise?No noise as there is no crushing or grinding4) Any gases?No gases as it is aerobic digestion i.e. continuous air intake and air outlet5) Electricity consumption?Rs.10 to Rs.15 per flat per month6) How much waste you consider per flat?Corporation says 400gms per house, weconsider 500gms per house. Only in luxurious apartments we would consider more asrich people tend to waste more.7) Warranty?1year8) Maintenance?Sir honestly there is no maintenance as there are no wear & tear parts which happenswhen there is crushing or grinding. We do not expect the client to sign any AMC. If thereis 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. 43 Page43 | P a g e
  • 10) What all can it process?Any organic waste including bones, fish bones, egg shells, curry, etc. Even leaves andsmall twigs. Only it cannot process coconut shell which is hard like stone and bigbranches.11) Even bones get processed in 6-8hrs?Sir honestly bones do not get processes in 6-8hrs, but they remain in machine and getprocessed 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 hasour bacteria culture in it. The bacteria reproduces continuously, so you have to never addanything 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 inbigger machines as the door is there at half level. The remaining compost already hasbacteria 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 isconcentrated less amount than your normal compost should be used. We have composttested 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. Whileputting the waste next day you can see that bag & remove it easily. If there was crushingthen the entire compost would have been damaged. This does not mean you can put 44plastic and metal in it. A random plastic bag will not do any harm. Page44 | P a g e
  • 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 willoverload and trip. In worst case scenario blades will break which are cheap and can befixed with nut-bolts.18) Dimensions?Mentioned in presentation19) Specifications?All electrical specifications & other detailed specifications are mentioned in thepresentation.20) If load shedding?Machine operating time is only 6-12hrs. So if there is no electricity for few hrs. noproblem.21) How is the exhaust air pipe connected?It is connected to the sewage or storm water drain line, or to top terrace or outsidecompound 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 isa 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 bacteriaculture in it 45 Page45 | P a g e
  • QuestionnaireName: ___________________________________________Address: ___________________________________________Phone Number: ___________________________________________Email id: ___________________________________________Q1. Rate the organic waste management solution in terms of your awareness. Onthe scale of 1 to 4OWC __ Vermiculture __ Biogas __ Automatic waste composter __Q2. Rate accordingly, OWC, Vermiculture, Biogas Plant , Foodie which you wouldconsider buying. On the scale of 1 to 4OWC __ Vermiculture __ Biogas __ Automatic waste composter __Q3. Rate the organic waste management solution you’ve heard the mostabout?(from among the four only). On the scale of 1 to 4OWC __ Vermiculture __ Biogas __ Automatic waste composter__Q4. Rate the organic waste management solution that you would prefer to use. Onthe scale of 1 to 4OWC __ Vermiculture __ Biogas __ Automatic waste composter__Q5. Rate according to how favorable is your attitude towards these four solutions oforganic waste management? On the scale of 1 to 4OWC __ Vermiculture __ Biogas __ Automatic waste composter__Q6. Rate the four solutions according to you that will satisfy your needs? On thescale of 1 to 4OWC __ Vermiculture __ Biogas __ Automatic waste composter __ 46Q7. Rate the composting capability of the four organic waste management solutionsyou think will be better. On the scale of 1 to 4 Page46 | P a g e
  • OWC __ Vermiculture __ Biogas __ Automatic waste composter__Q8. Which of the four organic waste management solutionswould you like to opt forin terms of brand and efficiency? On the scale of 1 to 4OWC __ Vermiculture __ Biogas __ Automatic waste composter__Q9. Rate according to which of the four organic waste management solutions wouldyou recall by hearing “Organic Waste Management”?On the scale of 1 to 4OWC __ Vermiculture __ Biogas __ Automatic waste composter__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 ofEcoman’s Automatic Waste Composter?________________________________________________________________________________________________________________________________________________THANK YOU !! 47 Page47 | P a g e
  • F-50 Model Installed at one of the site of Tyagi Properties in Pune.F-30 Model installed at PMC‟s basement in Pune. 48 Page48 | P a g e
  • Picture of sawdust which is mixed with bacteria to convert waste into manure. 49Picture taken 12hrs after the organic waste has been processed Page49 | P a g e
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