5/27/2013GET BEST OUT OF WASTEUNIVERSAL BUSINESSSCHOOLRetail management strategyMBA2RAHUL SHRIRAOKESHAV SHARMASNEHA BISWAS
1 | P a g eTABLE OF CONTENTSR.NO INDEX PG.NO1 Executive summary 22 Introduction 33 Why this retail store? 34 Concept of store 65 Target market 76 Positioning strategy 77 Retail setup 78 Competitive advantage 89 Products can be reused and recycled 810 Pricing mix 1611 place 1612 promotion 1613 Supply chain management 1714 Financial plan 20
2 | P a g eAs everyone are aware of limited resources so we thought to come up with retail store which doesrecycling , reusing and reducing waste of household goods. This will lead to get new and usefulthing from the waste. Our main motto is to target all the sectors.Reduce, reuse and recycle is a concept that people everywhere are starting to understand and applyto everyday life. Its principles are quite basic, but are a necessity for maintaining a sustainable life.To remain productive, reducing one’s intake of energy and materials is vital. The toxicity of trashis at an all-time high and the only way to stop this is by preventing waste from the very beginningof its life.The concept of reuse is applied by reinventing items after their initial life and avoiding additionalwaste by all means necessary. Though the concept of reuse is very important to the lifecycle of amaterial, there are times when a second life simply cannot be created for a certain item. However,when one does have to throw an item away; an important proactive strategy is to buy products thatcan be recycled or, at the very least, determine in advance the product is an alternative to a similar,less recyclable material. Recycling is the process of turning items considered to be waste into avaluable resource.This process does include many steps, but begins with taking items such as cans, glass, newspapersor plastic to a recycle bin or collection facility. The more often individual users partake in thispractice by consciously making themselves aware of an item’s recyclability, the easier the entireprocess will be for the rest of the world.This ease will simply create a higher demand for recycled products and will be more of an incentivefor large companies and corporations to use and buy recycled products, making the entire processmore successful and stress free. These simple ideas of reduce, reuse, recycle are just the beginningof challenging ourselves in preserving our environment, but extremely essential in ensuring thesuccess of conservation.Executive summary
3 | P a g eOver the past decade, concern about the environment has brought with it a massive increase inrecycling around the world.However, long before our growing levels of waste became an environmental concern, recyclingwas a part of everyday life. Resources were not as readily available as they are today so peoplevalued them and reused materials where ever possible.Recycling has become an increasingly important part of our more modern society. Up to 60% of the rubbish that ends up in the dustbin could be recycled. The unreleased energy contained in the average dustbin each year could power a television for5,000 hours. The largest lake in the Britain could be filled with rubbish from the UK in 8 months. On average, 16% of the money you spend on a product pays for the packaging, which ultimatelyends up as rubbish. As much as 50% of waste in the average dustbin could be composted. Up to 80% of a vehicle can be recycled. 9 out of 10 people would recycle more if it were made easier.Waste recycling has some significant advantages. It leads to less utilization of raw materials. Reduces environmental impacts arising from waste treatment and disposal. Makes the surroundings cleaner and healthier. Saves on landfill space. Saves money. Reduces the amount of energy required to manufacture new products.IntroductionWhy this retail store?
4 | P a g eAluminum 24 million tons of aluminum is produced annually, 51,000 tons of which ends up aspackaging in the world. If all cans in the world were recycled, we would need 14 million fewer dustbins. 36,000,000 billion worth of Aluminium is thrown away each year. Aluminium cans can be recycled and ready to use in just 6 weeks.Glass Each family uses an average of 500 glass bottles and jars annually. The largest glass furnace produces over 1 million glass bottles and jars per day. Glass is 100% recyclable and can be used again and again. Glass that is thrown away and ends up in landfills will never decompose.
5 | P a g ePaper Recycled paper produces 73% less air pollution than if it was made from raw materials. 12.5 million tonnes of paper and cardboard are used annually in a particular country. The average person in the economy gets through 38kg of newspapers per year. It takes 24 trees to make 1 ton of newspaper.Plastic 275,000 tonnes of plastic are used each year that’s about 15 million bottles per day. Most families throw away about 40kg of plastic per year, which could otherwise berecycled. The use of plastic in Western Europe is growing about 4% each year. Plastic can take up to 500 years to decompose.
6 | P a g eThis would be unique retail store which will provide a new and useable product for customersfrom their household waste. This store will be with full of environmental features such asgreenery, lights will be with water bottles in day time and at night there will be lamps whichwould be made up of waste papers.This will create atmosphere where people could realize the value of resources and avoid wastewith the help of reusing and recycling of goods. And we are going to provide the services to thepeople.BRAND NAME: GET BEST FROM WASTETAGLINE: WIPE OUT WASTEBrand logoGet best out of wasteWipe out wasteConcept of store
7 | P a g eTarget market would be not only the young generation but also the elder people because waste ofmaterials is mostly hated by old generation they try to avoid waste so by providing this serviceswe could help them create a new product from their waste.We will use social media, viral marketing to target potential and new customers by making themrealize that how resources are important and they are limited which could help us to expand ourbusiness.Customers can give their household waste and will give them a new and useful product with theirunwanted items. This will lead to growth of our business.Positioning statement: “A place where you can find your unwanted things are changed intovaluable things”Get best form waste will use the technique of viral marketing, mass marketing, one-to-marketingand direct marketing. Products will be of emotional attachments and distinctive in nature.The store design would be exceptional with creative products and from that people can directlybuy or whatever is unwanted for them they can give us and we will make valuable product fromthe same.It would be mostly look like museum or any historic place with beautifully décor and antic modelswhich would be made up of waste.Positioning strategyRetail setupTarget market
8 | P a g eIt would be completely different idea in terms of reusing of waste. In terms of other store it willbe very unique retail store where people will enjoy purchase of exclusive goods as a gift or forself-use purpose and it will enjoyable shopping experience for them.This themed store would generate excitement; create a sense of place, and increase traffic,visitation time, frequency and gross revenues, resulting in higher occupancy and higher return toper square feet. Real, tangible experiences that invite interaction and drive repeat visits andpurchases are the happenings that would create distinction and sustainable competitive advantage.Competitive advantageProducts which can be reused and recycle
16 | P a g ePricing will be according to the customers such as: For mavens (high) For bourgeois (medium) For economy (low)Location would be with other retail stores and especially in crowded place like markets andhighways for selling unique products. And for taking waste products from people and makingthem valuable this stores basically will be present near city or town.When expanding into cities like Pune, Kolkata, and Delhi they can have exclusive plannedstores. The most important requirement will be experience in those stores. It has to be huge andspacious and have most of the stocks on display.1. Mass media: In the commencement of business more investment will be required for promotingthe store as it is a new concept. Television ads in youth channels like Ad mad, discovery andpogo will be done. For online, a website will display the products made from waste. Online salewill be done at the start. Customers can have visit the stores to experience the products and thehigh-class service provided by the store representatives. This is all done to create a high-brandvalue in the mind of the customers. Of course, social media will be used extensively to keep theusers of those sites updated with the happenings in the store. Creative arts and products will beprinted in magazines.2. Events: Events such art show or unique creative products show will be organized and itemscould be sold at discount rates like any festival time or in “kala ghoda” festival etc which willcreate cognizance amongst people.3. Customer relations: Public relations can be built by organizing fest ones in a year so the newcustomers will get to know about the store.4. Sales promotion: Products will be given in discount but at the end of each season like woodenproducts may get destroyed during rainy season so before rainy season will try to sell woodenproducts at a low rate.5. Direct marketing: Experts in creativity will be the brand ambassadors of stores.Pricing mixPlace (locality)Promotion
17 | P a g eWe have to ensure that the Supply Chain Management has the right strategic suitable with thepositioning of the store. Since Customers will come to the store due to the store image and forthe multiplicity that the store offers, it is essential to have high product availability and right mixof inventory. Most customers there will not be looking for the lowest price.Hence for us it is necessary to maintain a good merchandizing mix to ensure availability at thesame time keeping the costs in reasonable control. All decisions regarding inventory, logistics,operations and information flow will ultimately impact the customer experience which is one ofthe differentiating factors for our store.Gather wastematerialsFree homedelivery and pickup wasteSell it tocustomersCreate aproductSupply chain management
18 | P a g eInventory managementInventory would be managed with the unwanted things available with customers and even from wastecenters. And according to that items can be made and customized.Logistics and supplyProducts will be directly supply to the store otherwise if it is ordered products then it will straight awaytransfer to customers that will save travelling cost.Presence of storeInterior decoration of store would be like any historic place with dim lights and all waste materialsreused. Things which would be present in store such as unique chairs, unique items, creativemerchandises etc.Store layoutThree types of rooms in store Cash counter room to receive payments from customers Stock room to store the items One large spacious room like huge hall of 2000 square feet for display of products or items.Total area: 3000 sq.ft
19 | P a g ewEntry ExitHuge equipment displayItemsdisplayItemsdisplayStock roomWashroom StoreroomWindowdisplayWindowdisplay
20 | P a g eRequirements of employees One for stock management of items One for cash handling the one who will seat at cash counter Three sales girls who will be on floor to explain the specialty of products One manager who will handle the overall store One person to take care the cleanliness of the store and itemsInitial costCost of products price quantityRent 100000Deposit 100000Table and chairs 20000 4computer 25000 1landline 3000 1stationery 500Maintenancecost+labour100000Total cost 348500Total expenditureTotal cost would be 348500 for first 2 months.Financial plan