Final Peepoo bag presentation

1. 
Marketing of Sustainability
Group 2
Bon Caroline
Bonvissuto Aude
Bornand Camille
Gachet Elise
Priez Amandine
Réglier Anne-Cécile

2. 
Presentation of our product

3. The Pee Poo Bag
 Our target: Humanitarian Associations
 Final consumer: The Third World

4. The PeePoo Bag
 40% of people in the world don’t have toilets
 A child die each 15 second because of water
contamination
 Cholera, Diarrhea, Thypoid
 Solution: The PeePoo Bag
 An individual and single use biodegradable bag
 A fertilizer

5. The PeePoo Bag
 Empty weight: 10 grams
 Can contain 700 ml of faeces and urine
 Plastic meeting the EU standard 13432
 50% made of renewable materials
 Best conditions to conserve it:
 Dark
 Between 20 and 25°C
38 cm
 Components:
 Aliphatic and aromatic co-polysters
 Polylactone acid
 Wax
 Lime
14 cm  Urea

6. Product life cycle stage

7. Impact matrix of Peepoo bag
Raw Production Distribution Consumption
materials
Energy
Air
Water
Soil
Waste
Health
 45% recycled materials
 Bioplastics
High impact
Medium impact
 Biodegradable
Low impact  Good for health and water

8. Eco investment strategy
An environmental cost leadership:
 Low costs
 Price: 3cts
 Minimal investment
 Quick results
 Lowest environmental impact
 Few competitors

9. 
The macro environment analysis

10. The PeePoo Bag’s market
 The biodegradable toilet bags market
 No direct competition
 Indirect competition : compost toilets
 Compost toilets : 100 – 400 euros
 Can’t move it
 Different from their habits

11. The PeePoo bag’s target
 Distinction customer / consumer
 OUR TARGET
 Non governmental organizations
 WHO’s partners
 Buy and distribute bags
 Implement health programs
at country level

12. Customer analysis: Customer insight
 Why associations will buy our product ?
 Want to answer to a real problem
 Answer to health and safety problems
 Want to avoid diseases
 Change the way of being
 How to convince association ?
 Discussing with the CEO of the association

13. Customer analysis: Purchase decision of
the customer
 The aim is to buy value
 No really important involvement of the customer (0,03 cents)
 just practicality and functionality
 The consumer doesn’t buy it because he/she loves the
product with an emotion aspect
Thinking Emotion
High
Low PEEPOO BAG

14. Our Persona
John,
35 years old
President of a humanitarian
Association
 Married, 3 children
 Wants to act for people around him
 Conscious about health and
development issues around the world
 Very precise, love for concret
 Wants only the best and does his best
 But, very sensitive - empathic

15. Our strength on the market
 SWOT
-Innovative: new concept -No competitors
-Cheap -A market with a need
-Useful -Dynamic intermediaries: associations= a
-Social and green aspects= new values growing market
-Answering 2 needs: customer (helping) -Growth of green and social values
and consumers (fertilizers) -Development of new technologies and
“savoir faire”
-An unknown product -Future competitors= A product that can
- A need of communication be copied on the long run by new
-Transforming a need in habits= a competitors
challenge

16. 
Our goals and objectives

17. Goals and objectives
 What we aim:
 Goals
 Raise brand awareness
 Objectives:
 Make 80% of healthcare NGO know peepoo bag
 Make 60% of targeted population know peepoo bag

18. Goals and objectives
 Communicating well to a
 Defining the of our final consumers
 Building a strong strategy based on « » on the
market
thanks to a complete mix marketing
Goal= to communicate well to the right persons at the right time
in the best way focusing on our product strengths and the
customers and consumers needs

19. 
Our strategic options

20. Strategic options
Get a community
 Analysis of the needs feeling: make the
use of the bag be
Peepoo bag: an innovative solution an habit
on the facilities market
• Finding new ways of Selling them the human
improving health and and green aspects
Associations development in Africa
• Looking for direct benefits « Selling them » the
Final
consumer
fertilizer

21. Strategic options
 Our strategy
Our
company: Communication To the final
Distributing consumer: people
giving with hospitals in
samples leaving in Africa
samples to Africa
hospitals
Developing
Developing Proving to the
the use in
the use by the associations
3 goals: demonstrating, hospitals:
final consumer that it is
highlighting, proving creating a
in Africa: possible and
natural garden
highlight a spreading our
thanks to the
need products
fertilizers

22. 
Our choice and positioning

23. Positioning according to habits
Toilets
Public Private
Anywhere

24. Positioning according to habits
Better quality of food
Diseases Better health
Poor quality of food

25. Brand system
Brand concept :
Deliver a real message in order to avoid
diseases and protect the planet
Brand name and symbols :
* Brand name
Really simple in order to
understand directly the
concept and the purpose of A strong brand
the bag balances all
* Color : green three elements
Remind the wish of protecting
the planet
* Calligraphy : Product experience : Pepoo
Really simple to match with bag
our values

26. 
Our marketing mix and propositions

27. Marketing mix
• Tangible • Cost: 3 cents
• Introduction LFC stage • Advantage: no frontal
• Aim: targeting well with competition + it suits
our communication associations budgets
• What: Practicality, health previsions
and development • Perceived value:
• A double funccion: social defferenciation on a
(helping) and green dynamic market
(fertilizing)

28. Marketing mix
• 1st step: Give • 1st step: hospitals
PeePoo Bags’
samples to hospitals
• 2nd step: places
• 2nd step: sell PeePoo where associations
Bags to associations work

29. Marketing Mix & Social media
COLLABORATION
Local Conditions
Implementation
of the Products
Evolution of
needs
Sanitary results
INNOVATION
Competitive Advantage

30. Marketing Mix & Social media
 Our Blog :
 Why : To make associations aware about
our news
 What will we talk about ?
 General information
 How our product is evolving
 New associations using the pee poo bag
 Our news
 Some good and concrete actions our
customers (associations) made