The document proposes a marketing plan called "Zero Waste, Think Waste Segregation" to address Thailand's solid waste problem. The plan aims to reduce total waste by 92% in two years through a mass media campaign promoting waste segregation. It would provide separate bins for households and educate students. The marketing mix would include currency from recyclables, discounts for participating stores, and fines for non-compliance. The goal is to increase awareness of waste segregation's benefits like cost savings and a cleaner environment.

1. “Reduce” Non-Waste
Segregation in Thailand
Group members
1. Natthawan Saethea (Mina)
2. Natchaya Charnsakorn (Noon)
3. Nitthida Dulyalux (View)
4. Wongsaton Junhoub (Don)Sustainable Marketing BUS 597-01

2. (Nakrai, 2014; Amount of solid waste in Thailand, n.d.).
Solid Waste in Thailand

3. Components of Waste in Thailand
China, T., Leewattana, N., & Leeamnuayjaroen, N. (2012).

4. Waste Problem in Thailand

5. Situation of Waste in year 2016
Correct DisposalCorrect Disposal
Solid Waste
Correct Disposal
Incorrect Disposal
Utilization
Waste from Community
Electric and Electronic
Waste
Other
Correct Disposal
Infectious Waste
Correct Disposal
Manufacture Dangerous
Waste
Tons
Million Tons
Waste crisis situation in Thailand. (2014).

6. Effects of Non - Waste Separation
A hotbed of germs caused by the accumulation of different kinds of
waste resulting in 3 major areas.
➢ Water pollution
Affecting all ecosystems existing in the water
➢ Soil pollution
The hazardous chemicals that get into the soil can harm humans,
animals, and plants
➢ Air pollution
The stink of waste in the air disturbs and distorts natural balance
Effects of poor waste disposal. (n.d.)

7. Marketing Plan Project
“Zero Waste, Think Waste
Segregation”

8. 1.) Launch campaign on mass media and social media such as billboard
at bus stop, TVC, youtube, facebook.
2.) Government will provide more kinds of waste Bin in household and
public areas.
3.) “Segregate waste in Household”
4.) Provide recycled machines in convenient stores or gas stations
5.) Educate and cultivate students about waste segregation in school
Marketing Plan Project (Cont.)
“Zero Waste, Think Waste Segregation”
https://www.youtube.com/watch?v=kfsd_R-6-ow

9. Situation Analysis (SWOT) Don
 Unlimited budget
 Government supports
 True authority when
launching campaign
 Collaboration with private
waste management
companies
 Still not fully authorized due
to we are not the government
 Slower tasks due to some
official requirements
 Marketing tools used by non-
profit firm might not be
effective as profit
organization
 Higher rate of people using
social media
 People are getting more
educated
 Chances to convince law
enforcement
 Eco-friendly from global
trend
 Nonparticipation
 Lack of good conscious
 Short term participation
 Less interest paid due to
non-profit organization
 Time consuming
Campos, M. M. (2014)

10. Target Audience
Market Segmentation
Primary Target
 Household in Thailand (participation) (owner, ones
who do housekeeping)
 Next generation's, youth (educating students,
focusing on long term, awareness of environmental
sustainability)
Secondary Target
 Big communities (such as, condominiums,
marketplaces)
Demographic
 Generation x-z
Geographic
 Thailand
Behavior
 Thai people who don’t
participate in waste segregation

11. Marketing Goal & Objective
Marketing Goal
 Reduce total waste 92% in two years
 Increase better scenery of cities
 Reduce bad behavior of non waste separation
 Reduce budget spent on waste separation (70 million dollars)
Marketing Objective
 To reduce the useful waste that can be transformed by recycling and utilizing, and bad
behavior of people of non waste separating by launching campaign to encourage
people’s awareness of environmental sustainability

12. Barrier in Thailand
1. People don’t care (Careless) (Lack of education about waste
management)
2. People don’t know the negative effect
3. Bad attitude about waste can create value
4. Government does not support
5. Low awareness (just some changes)
6. Businesses try to skip waste management due to cost saving
7. No advance technology to support
8. No strict laws and regulations
Target Audience (Barriers, Benefits & Competition)

13. Barrier of Plan
1. Huge investments in recycled machine and seperated trash bins in
public
2. The plan requires many elements from each section in order to get
collacorated, such as government, business, school, and community
3. Long term process for success

14. Benefits of Waste Segregation
● Waste-To-Profit
● Reduce Wastes
● Cleanliness
● Safety and Better Health
● Cost and time saving of waste management in business
Segregation of Waste at Source. (n.d.)

15. Competition
● People Focus on short term
● Care about monetary than environment sustainability (focusing
recyclable waste)

16. Positioning Statement
“We want to encourage Thai people to see both
effects of positive and negative side of Waste
Segregation as matter, as more important and
beneficial than non waste separation”

17. Marketing Mix
Product
Price
 Currency trash
 Feed your pet
 Organic Trash power plant
 Organic fertilizer donation
 Educating
https://www.youtube.com/watch?v=j6ml28VaIl0
 Pay for separate bins for every household – make as regulation
 Cash, shopping coupon, or any discounts for any stores that collaborate with us from recyclable waste
 Law violation; strictly fine
 Higher taxes rate for non-waste separating participation
 Lesser charge price of electricity
 more livable society
 better scenery of cities
 perspective of foreigners toward Thais
 real waste reduction
 saver cost of waste separation
 Decrease in natural disaster in overall effect
 Appearance of beggars, homeless pets, wild mice, cockroaches which bring Diseases to humans, smell,
and visual pollution, chemical hazardous, bigger trash landfill

18. Place
Promotion
Marketing Mix
 Main provinces, in every region of Thailand, in central; Bangkok, in
northern; Chiang Mai; northeastern; Khon Kaen, southeastern;
Pattaya, and Phuket
 Households (owner)
 Institutes
 Department of Local Administration
 Grocery stores
 Social media, and billboards
 The key message is to let people see the huge benefits of waste
separation (according to price strategies), the one that would deliver
the message would be teachers at schools, TV ads ( using famous
actors, actress), TV programs, social media ( to reach Gen-Y and
middle age), government divisions
 By getting budget from government as the main budget, and sub-
budget from companies that aim CSR or sustainability

19. Household Waste
Organic wastePaper MetalPlastic waste
Glass

20. Segregate Waste in Household

21. How To Segregate Waste At Home
1.) First bin is recyclable wastes
● A majority of waste that we
think is useless can be
recycled
● Categories of waste
● Separate wastes to dry
waste and wet waste
❖ Recyclable wastes
❖ Food waste
❖ Paper
❖ etc

22. How To Segregate Waste At Home
2.) The second bin will be for
non recyclables items i.e.
things that cannot be recycled.

23. How To Segregate Waste At Home
3.) Third bin is food waste
● Composte
● Feed it to the animals

24. Conclusion
Reduce Waste
Environmental Friendly

25. References
• Amount of solid waste in Thailand. (n.d.). Retrieved July 16, 2016, from
http://www.pcd.go.th/info_serv/waste_wastethai48_53.html
• Campos, M. M. (2014). Your Nonprofit Is In Competition La Piana Consulting. Retrieved July 16, 2016,
from http://lapiana.org/blog/blog-detail/id/139/your-nonprofit-is-in-competition
• China, T., Leewattana, N., &Leeamnuayjaroen, N. (2012). The study of landfill situation in
Thailand.Retrieved from http://mfuic2012.mfu.ac.th/electronic_proceeding/Documents/00_PDF/O-SC-
D/O-SC-D-006.pdf
• Effects ofpoor waste disposal. (n.d.). Retrieved July 16, 2016, from
http://www.eschooltoday.com/waste-recycling/effects-of-poor-waste-management.html
• Nakrai, J. (2014). Setting the law and regulation of Waste Segregation. Retrieved July 14, 2016, from
http://www.npc-se.co.th/knowledge_center/npc_knowledge_detail_varity.asp?id_head=11
• Segregate your Waste - Waste Warriors.(n.d.). Retrieved July 16, 2016, from
http://wastewarriors.org/segregate-waste/
• Segregation of Waste at Source. (n.d.).
• Retrieved July 16, 2016, from http://www.avantikabioplast.com/Pages/Segregation.aspx
• Waste crisis situation in Thailand. (2014). Retrieved July 15, 2016, from
http://thaipublica.org/2014/09/thailands-garbage-crisis/