Do Clean, Get Green Report

Stevens Business School Batch 2009-2011
INTEGRATED MARKETING COMMUNICATIONS
REPORT ON
Do Clean, Get Green
Submitted To:
Ms. MANASI MARFATIA
Submitted By:-
Nikita Sanghvi
Nirmal Gajjar
Bharat Maheshwari
Date of Submission
24th
Nov. 2010

Integrated Marketing Communications Report
Stevens Business School | Batch 2009-2011
2
INDEX
S. No. Particular Page No.
1. Introduction 3
2. Situation Analysis 6
3. Competition Analysis 7
4. New Marketing Strategy 7
5. IMC campaign 9
6. Conclusion 23
7. Reference 24
8. Appendices 25

3
INTRODUCTION
Modernization and progress has had its share of disadvantages and one of the main aspects of
concern is the pollution it is causing to the earth – be it land, air, and
water. With increase in the global population and the rising demand
for food and other essentials, there has been a rise in the amount of
waste being generated daily by each household. This waste is
ultimately thrown into municipal waste collection centres from where
it is collected by the area municipalities to be further thrown into the
landfills and dumps. However, either due to resource crunch or inefficient infrastructure, not all of this
waste gets collected and transported to the final dumpsites. If at this stage the management and
disposal is improperly done, it can cause serious impacts on health and problems to the surrounding
environment.
Health Hazard
Waste that is not properly managed, especially excreta and other liquid and solid waste from
households and the community, are a serious health hazard and lead to the spread of infectious
diseases. Unattended waste lying around attracts flies, rats, and other creatures that in turn spread
disease. Normally it is the wet waste that decomposes and releases a bad odour. This leads to
unhygienic conditions and thereby to a rise in the health problems. The plague outbreak in Surat is a
good example of a city suffering due to the callous attitude of the local body in maintaining
cleanliness in the city. Plastic waste is another cause for ill health. Thus excessive solid waste that is
generated should be controlled by taking certain preventive measures.
Impacts of solid waste on health
The group at risk from the unscientific disposal of solid waste include – the population in areas where
there is no proper waste disposal method, especially the pre-school children; waste workers; and
workers in facilities producing toxic and infectious material. Other high-risk group include population
living close to a waste dump and those, whose water supply has become contaminated either due to
waste dumping or leakage from landfill sites. Uncollected solid waste also increases risk of injury, and
infection.

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In particular, organic domestic waste poses a serious threat, since they ferment, creating conditions
favourable to the survival and growth of microbial pathogens. Direct handling of solid waste can result
in various types of infectious and chronic diseases with the waste workers and the rag pickers being
the most vulnerable.
Exposure to hazardous waste can affect human health, children being more vulnerable to these
pollutants. In fact, direct exposure can lead to diseases through chemical
exposure as the release of chemical waste into the environment leads to
chemical poisoning. Many studies have been carried out in various parts of
the world to establish a connection between health and hazardous waste.
Waste from agriculture and industries can also cause serious health risks. Other
than this, co-disposal of industrial hazardous waste with municipal waste can
expose people to chemical and radioactive hazards. Uncollected solid waste
can also obstruct storm water runoff, resulting in the forming of stagnant water bodies that become
the breeding ground of disease. Waste dumped near a water source also causes contamination of
the water body or the ground water source. Direct dumping of untreated waste in rivers, seas, and
lakes results in the accumulation of toxic substances in the food chain through the plants and animals
that feed on it.
Disposal of hospital and other medical waste requires special attention since this can create major health
hazards. This waste generated from the hospitals, health care centres, medical laboratories, and
research centres such as discarded syringe needles, bandages, swabs, plasters, and other types of
infectious waste are often disposed with the regular non-infectious waste.
Waste treatment and disposal sites can also create health hazards for the neighbourhood. Improperly
operated incineration plants cause air pollution and improperly managed and designed landfills attract
all types of insects and rodents that spread disease. Ideally these sites should be located at a safe
distance from all human settlement. Landfill sites should be well lined and walled to ensure that there
is no leakage into the nearby ground water sources.
Recycling too carries health risks if proper precautions are not taken. Workers working with waste
containing chemical and metals may experience toxic exposure. Disposal of health-care wastes
require special attention since it can create major health hazards, such as Hepatitis B and C, through
wounds caused by discarded syringes. Rag pickers and others who are involved in scavenging in the

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waste dumps for items that can be recycled, may sustain
injuries and come into direct contact with these infectious
items.
Diseases
Certain chemicals if released untreated, e.g. cyanides,
mercury, and polychlorinated biphenyls are highly toxic and
exposure can lead to disease or death. Some studies have
detected excesses of cancer in residents exposed to
hazardous waste. Many studies have been carried out in
various parts of the world to establish a connection
between health and hazardous waste.
The role of plastics
The unhygienic use and disposal of plastics and its effects
on human health has become a matter of concern.
Coloured plastics are harmful as their pigment contains
heavy metals that are highly toxic. Some of the harmful
metals found in plastics are copper, lead, chromium,
cobalt, selenium, and cadmium. In most industrialized
countries, colour plastics have been legally banned. In India, the Government of Himachal Pradesh
has banned the use of plastics and so has Ladakh district. Other states should emulate their
example.
Occupational hazards associated with
waste handling
Infections
Skin and blood infections resulting from
direct contact with waste, and from infected
wounds.
Eye and respiratory infections resulting
from exposure to infected dust, especially
during landfill operations.
Different diseases that results from the
bites of animals feeding on the waste.
Intestinal infections that are transmitted
by flies feeding on the waste.
Chronic diseases
Incineration operators are at risk of
chronic respiratory diseases, including
cancers resulting from exposure to dust and
hazardous compounds.
Accidents
Bone and muscle disorders resulting from
the handling of heavy containers.
Infecting wounds resulting from contact
with sharp objects.
Poisoning and chemical burns resulting
from contact with small amounts of
hazardous chemical waste mixed with
general waste.
Burns and other injuries resulting from
occupational accidents at waste disposal
sites or from methane gas explosion at
landfill sites.
Source - Adapted from UNEP report, 1996

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SITUATION ANALYSIS
With over 5 Million populations, Ahmedabad is now one of the Mega Cities of India along with
Hyderabad, Bangalore and Pune. Although, Ahmedabad has been listed has Mega City, it still lacks
many basic infrastructure. For getting the tag of Mega City, streets must be managed adequate with
importance given to cleanliness dirt area.
Ahmedabad may have been declared a mega city, but its sanitation is yet to live up to the label.
Open defecation is seen as one of the banes of this city, contributing to it‟s low ranking in a national
city rating under the National Urban Sanitation Policy (NUSP) conducted by Union ministry of
urban development.
Ahmedabad was ranked 19th
among 25 major cities on cleanliness, in the country. Also, the city scored
poorly in universal access to toilets for all and in proper wastewater treatment, recycles & reuse of
municipal solid waste, and in treatment and safely disposal of total solid waste generation in the city.
Even cities like Jamshedpur, Bidhannagar in Kolkata, Kanpur and Shillong in Meghalaya have fared
better than Ahmedabad in sanitation parameters in the survey.
REPORT CARD
RANK CITY MARKS SCORED
1 Chandigarh 73.48
2 Mysore 70.65
3 Surat 69.08
9 Rajkot 56.11
19 Ahmedabad 50.28
Surat and Rajkot beat Ahmedabad to fare among top ten clean cities in the country. The rating task
was conducted across 423 urban conglomerates across the country to create awareness on hygienic
conditions in urban areas.
Water quality in water bodies in Nikol and Chandola has high bacterial contamination and low levels
of oxygen, while Sabarmati riverfront project and Kankaria lakefront development has improved on its
water quality.

7
COMPETITION ANALYSIS
Clean Ahmedabad Abhiyan by AMC, Kya Clean hai Hum by Ahmedabad Mirror, CEPT Clean City
and Paryavaran Bachao are some of the campaigns that have undertaken the programs to make
Ahmedabad a dirt free & hygienic city.
The common characteristics of all the cleanliness campaigns:
 Focus on large area cleanliness but not on individual level.
 Stress on conative behavior.
 Short term planning i.e. till the life of the campaign; the impact of the campaign gradually loses
its sheen.
 Needs a strong brand identity for campaigns.
 Lack of expertise in educating people about how to inculcate cleanliness as a daily life activity.
 Absence of action plan for control & measure for a long term planning.
NEW MARKETING STRATEGY
Proper methods of waste disposal have to be undertaken to ensure that it does not affect the
environment around the area or cause health hazards to the people living there.
The new cleanliness program “SWACHCHHATA” initiated by Ahmedabad Municipal Corporation will
have a ward level sanitation action plan to improve the situation on ground and also regular
monitoring of municipal waste disposal system.
The “SWACHCHHATA” program is formed by concerned Citizens, Voluntary organizations and the
Municipal Corporation to research and find permanent and sustainable solutions to the health hazard
and sanitation problems caused by the decomposing garbage in open.
Through public awareness, households will be involved with segregating wet and dry garbage at a
later stage. A special dustbin with two compartments is developed to segregate and store
recyclables:

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 Biodegradable waste:
 kitchen waste
 vegetables,fruits,
 flowers, leaves from the garden
 paper
 Non-biodegradable waste:
 Recyclable waste – plastics, paper, glass, metal, etc.
 Toxic waste – old medicines, paints, chemicals, bulbs, spray cans, fertilizer and pesticide
containers, batteries, shoe polish.
 Soiled – hospital waste such as cloth soiled with blood and other body fluids.
Toxic and soiled waste must be disposed of with utmost care.
Issues addressed:
Solid waste management; recycling; public health; public awareness and participation
Main Objectives set up by AMC through SWACHCHHATA program:
 "Zero Garbage on Road"
 Minimum landfill - Maximum recycling by Segregation of waste on the basis of bio-degradable
& non bio-degradable
 Creation of economical benefits for poor through self-employment
 Redesign of municipal waste collection system

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INTEGRATED MARKETING COMMUNICATIONS CAMPAIGN
Target Market Profile
 Geographic
• City: Ahmedabad
• Gender Ratio: 892 females:1000 males
• Zone:
– East
– West
– North
– South
– Central
– New-west
• No. of Wards: 64
• Density: Urban
• Total Population: 5,252,197 (2010 census)
Slum Population: 8% (Mostly migrants) *
• Climate: Hot & Humid
Source: *http://www.gujaratvibrant.com/219-ahmedabad-mega-city.html
List of Wards in Ahmedabad
 Amraiwadi
 Arbudanagar ,
 Asarva,
 Bage Firdosh
 Bapunagar
 Behrampura ,
 Bhaipur-
Hatkeshwar
 Chandlodia,
 Danilimda,
 Dariyapur
 Dudheshwar,
 Gandhigram
 Ghatlodia ,
 Girdharnagar
 Gomatipur
 Gota,
 India Colony,
 Isanpur
 Jamalpur,
 Juna Wadaj
 Kaali gam,
 Kalupur
 Kankariya ,
 Khadia
 Khokhra-
Mehmdavad
 Krishnanagar,
 Kubernagar
 Madupur
 Mahavirnagar,
 Maninagar
 Meghan nagar
 Naranapura
 Naroda ,
 Naroda
Muthiya
 Naroda Road
 Nava Wadaj
 Navrangpura
 Nikol ,
 Nikol Road
 Odhav
 Paldi
 Potaliya
 Raikhal
 Rajpur
 Rakhiad
 Ranip,
 Sabarmati
 Saijpur Bogha
 Saraspur
 Sardar nagar
 Sardar Patel
Stadium
 Sarkhej,
 Shahpur ,
 Thakkarbapan
agar
 Vasna
 Viratnagar,
 Ward No.53

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 Demographic
• Age: 14 - 45 years
• Gender Ratio (f:m): 892:1000
• Nationality: Indian
• Occupation:
– Students
– Corporates
– Housewives
– Professionals
– Labours
– Job
– Service
 Behavioral
 Readiness stage: Aware
 Attitude towards Campaign: Enthusiastic, Positive
POSITIONING STATEMENT
“For sincere, responsible citizens of Ahmedabad to create civic sense, to show consciousness and
care towards continuously degrading environment & making our city a better place to be in this
world.”
Tag Line: DO CLEAN, GET GREEN

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COMMUNICATIONS OBJECTIVE
BREAK THROUGH THE CLUTTER
• Emphasizing on the word „Swachchhata‟ & Distinctive Logo
• Mass coverage : Urban as well as rural
• Different approaches for the different market
• High Visibility at public places
• Focal point: Stimulate inner-self to take action i.e. “I care for my city & environment”
INFORMATIVE
• Telling the market about the new initiative taken by AMC
• Building a distinctive identity of Swachchhata in the market
• Building Swachchhata as a brand
• Constructing AMC‟s image
• Encourage the action-oriented behaviour (self behaviour)
MESSAGE STRATEGY
• Simple message: Do Clean, Get Green
• Affective Strategy – Affective to Conative to Cognitive
• Distinctive Logo with Quotations
• Believable in the terms that the service will deliver the promised benefits
FACTORS TO SELECT ADVERTISING MEDIA
• Reach - Mass Market : Entire Ahmedabad
• Frequency - high / intense
• Continuity: Continuous Campaign

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BASIS FOR MEDIA SELECTION
• Target-audience media habits
• Service characteristics
• Message characteristics
• Cost
ADVERTISING DESIGN
THE CREATIVE BRIEF
– Objective : Building Brand Image
– Target Market : 14 - 45 yrs
– Message Theme : Self – help
– Support : Government Authorized
– Design : Emphasize on Visual Image
TYPES OF APPEAL
– Fear
The appeal highlights negative consequences, which then affect future behaviour. The
information processing makes it possible to accomplish the ad‟s main objective.
– Rational
An ad oriented to the Knowledge stage will transmit basic service information, leads to a
stronger conviction about the service‟s benefits, so the preferred action is eventually taken
– Emotions
The emotional appeals - Affection, Trust, Security and Patriotism will arrest a viewer‟s
attention and foster an attachment between the consumer and the brand.
– Music
Helps to captures listener‟s attention and hence increases the retention of information as it
becomes strongly intertwined with the campaign.

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EXECUTIONAL FRAMEWORK
It’s the approach, style, tone, words, and format used for executing an advertising message.
– Personality Symbol: (Refer Appendix 1a)
This style creates a character that represents the campaign. The animated common man
holding a broom in one hand and a placard stating, „Do Clean, Get Green‟ in the other hand
increases the persuasiveness of the viewer.
– Dramatisation:
It uses the format in which a problem is first presented and then a solution is offered.
Components of dramatization format
• Encounter
• Problem
• Interaction
• Solution
A dramatization story builds to a crisis point, completed either in 30 or 60 seconds.
– Authoritative:
This style features a highly believable source such as Survey Evidence approve the
campaign.

14
PROMOTION TOOLS
Promotion Tools
Advertising
• Print Media
• Broadcasting media
• Display Media
• E-media
• Sponsorship
• Street Play
• Other High Visibility Tools
Public Relations

15
MEDIA TOOLS AND MEDIA VEHICLES: ADVERTISING
– Print media: Newspaper -
• Times of India, Economic Times, Business Standard
• Gujarat Samachar, Divya Bhaskar, Sandesh
(Refer Appendix: 1b)
– Broadcast media:
 Radio –
– 30 seconds Audio
– FM Channels: Radio Mirchi, Red FM, Radio One
– Dialogue:
Aap no saath, Amdavad ne swachchhta taraf
vadharva ma madad roop thase…..
nazeek ni dust bin ma kachro nakho,
ane ahmdavad saaf banavo…….
“Do Clean and Get Green”
 Cinema Screens -
– 30 seconds Audio
– 20 single screens theatres
– 4 multi-screen theatres
– Display media - Empirical sized Posters at :
• Railway Station,
• Bus -Stands,
• BRTS bus stands
• Crowded places such as Vastrapur Lake, Kankaria Lake, etc.
(Refer Appendix: 1c)

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– E-media
• Facebook – Community Page
• Website - www.docleangetgreen.com
Features:
– Details about the program, Activities about to come or already happened
– Name of the members/ volunteers, Corporate branding
– Actions taken to take care of Environment, Competitive activities
– Registration Form, Toll free no. : 1800 11 6666
– Invitation to Ideas/Suggestions
– Library of Articles related to Cleanliness activities & campaign done at
national & international level
– E-mail ID: bharat.swachchhata@gmail.com
Examples of Actions taken to take care of Environment, Competitive activities:
• I use cloth bag when buying vegetable & fruits.
• I throw scrap or waste in dustbin only. For this, I have kept a dustbin in my room only.
• I recycle all paper, paperboard, cardboard, glass, aluminum, and plastic that I use. This
includes junk mail and food packaging materials, which those two make up the bulk of
my recyclables.
• I grow plants in and around my living space. Not only do these convert carbon dioxide
into oxygen they have "grown on me " become part of my daily routine and bring a smile
to my face.
• I drive a LEV, "Low Emission vehicle" and try to drive as smart as possible. This does
not always happen because I have a bit of the lead foot syndrome but I try.
- Street meetings, street plays and door-to-door visits
• Chalo Aaj Ek Bhalai Ka Kaam Karein!
• Competition for „Most Swachchha Society‟, exclusively for Old Ahmedabad
areas.

17
- Sponsorship of:
• World Environment Day Celebration – 5th
June
• Inter-school events
• Road Show
• Kite Festival
(Refer Appendix: 1d)
- Other Tools to Create High Visibility
• Put logo on dustbins which will be located at a distance of every 2 km on the sides of
roads & at highly crowded places
• Rag Pickers & Volunteers would be given T-shirts that will consist of logo & campaign
name
• Appreciation Award to Volunteers/Participants
(Refer Appendix: 1e)
Promotion Tool: PUBLIC RELATIONS
• The campaigns & initiatives taken by the volunteer will itself give media coverage to the
program.
• The schools & colleges will be given Govt. Authorized Certificate of Appreciation annually on
the basis of the steps taken to take care of cleanliness & participation in the program. This will
also create a basis for PR.
Calling Corporate Sponsor
• Inviting corporate to be leading sponsor on “Swachchhata”
• A unique Public-Private-Civil Society Partnership under Swachchhata Progam.
• Helping build & cement the same with over 1000 volunteers from colleges, schools &
concerned citizens.
• Branding opportunities through the various media.
• Logo of the corporate sponsor will be carried out in all collaterals created by Swachchhata
under the program as part of Third Party Audit.

18
Such as around all posters & dustbins to be put up at strategic & high visibility places,
• Branding opportunities on website www.docleangetgreen.org
• Acknowledgements in press releases & reports
• Branding on Swachchhata Membership ID cards for volunteers
(Refer Appendix: 1f)
TYPE OF MEDIA BUDGET
The most logical budget-setting method for “Swachchhata” is the The Objective & Task Method,
where the organizing committee will first lists all of the objectives it intends to pursue during the
year; then, the budget will be allocated to accomplish each objective.
Hence the communications budget that “Swachchhata” program will be the cumulative sum of the
estimated costs for all objectives.
The advantage of this method of media budget is that it will force management to spell out its
assumption about the relationship between the rupee spent and promotion results.
Most of the funding for this campaign will be based on sponsorships, promotions and aid from the
government.
Assumption: The report presents the time-line and the media budget for the campaign for one
month only.
Newspaper Ad Time Line (Date Wise)
5. TOI 12. TOI 19. TOI
6. 13. 20
7. ET 14. DB 21. BS
1. TOI 8. 15. 22.
2. 9. SD 16. ET 23. SD
3. GS 10. 17. 24.
4. 11. BS 18. GS 25. GS/TOI

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Newspaper Budget
News paper
Base price in
Rs. / Sq. cm
Max. Printing
area in cm
Area require for
advertisement in cm
Price in
rupees
English 280 52 x 36 26 x 36 2,62,080
Gujarati 240 52 x 36 26 x 36 2,24,640
Total 4,86,720*
• The total expenditure per day, if an advertisement is given both in Gujarati and English
newspapers 8 times in a newspaper for a month = Rs. 4, 86, 720.
• Thus advertisement would be printed in newspapers 16 times a month (in total)
• Total newspaper media budget = 4,86,720 x 8 = Rs.38,93,760
Theatre Screen Advertisement Budget
Place Format
Number of
screens
Price * ( in Rs.
/ week)
Duration in
sec
Total (In Rs.)
Multiplex Digital 4 11,000 60 44,000
Single screen Digital 1 5,200 60 5,200
Total 49,200
 Price in Rs. /week, 60 seconds duration before the movie starts
 The cost of per advertisement to be put on air is Rs. 49, 000
Place Format Number of
theater (a)
Price
(b)
Total (in Rs.)
(a) * (b)
Multi screen ad Digital 4 44,000 1,60,000
Single screen Digital 20 5,200 1,04,000
Total 2,64,000
The total cost per week for broadcasting advertisements in theatres = Rs. 2, 64, 000
The full amount for a month = Rs. 2, 64,000 x 4 weeks = Rs. 10, 56,000

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Radio Budget
Hours
Frequency
in min
Total duration / day Rate/ 10 sec
Total price/
day
Total price/
month*
(In Rs.)
6 30 mins 30sec*4times=120 sec 200 2400 72,000
The commercial will be announced at the regular interval of 30 mins for.
The cost per month to air advertisement on a radio station = Rs. 72, 000
3 radio stations x Rs. 72,000 = Rs. 2, 16,000
Posters
Rate per poster*
Total number of
posters
Total (in
Rs.)
50 5000 2,50,000
 Including sheet cost & printing charges
Total Media Budget
Media Budget in rupees (in Rs.)
Newspaper 38,93,760
Theater 10,56,000
Radio 2,16,000
Poster 2,50,000
Other Expense 90,000
Total 54,99,760
• Hence, the first month media expense would be approx. Rs. 55 lac.
• This would remain almost same for the second month also.
• As the Program would gain some recognition the media budget would start decreasing.

21
MEDIA TIME LINE

22

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CONCLUSION
 The new campaign of AMC – Swachchhata is about a responsibility of every citizen belonging
to any class or age group, to keep his/her environment clean & green, to lead a healthy &
friendly life and make the world to place to exist.
 The aim of Swachchhata is to recognize and appreciate even the smallest contribution to save
the environment
 The steps taken for evaluation and control are to ensure the success of not only the campaign
but the spirit of Amdavadis.

24
REFERENCE
 http://timesofindia.indiatimes.com/india/Small-cities-put-metros-to-shame-in-cleanliness-rati
ngs-/articleshow/5914236.cms
 http://epaper.timesofindia.com/Default/Layout/Includes/TOINEW/ArtWin.asp?From=Archive&S
ource=Page&Skin=TOINEW&BaseHref=TOIA%2F2010%2F05%2F13&ViewMode=HTML&GZ
=T&PageLabel=5&EntityId=Ar00501&AppName=1
 http://www.gujaratvibrant.com/219-ahmedabad-mega-city.html
 http://www.newworldencyclopedia.org/entry/Ahmedabad
 http://www.trueknowledge.com/q/population_of_ahmedabad_in_2010
 http://www.gujaratvibrant.com/219-ahmedabad-mega-city.html
 http://www.karmayog.org/library/html/libraryofarticles_348.htm
 http://www.wiserearth.org/organization/view/3090303dd985adfb242d43d098c6d4af
 Integrated Advertising Promotion & Marketing Communications (3rd
Edition) by Kenneth E.
Clow and Donald E. Baach (2007), Dorling Kindersley (India) Pvt. Ltd.
 Principles of Marketing (12th Edition) by Gray Armstrong and Philip Kotler (2008), Dorling
Kindersley (India) Pvt Ltd, New Delhi.

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APPENDIX 1a)

26
APPENDIX 1b)

27
APPENDIX 1c)

28
APPENDIX 1d)

29

30
APPENDIX 1e)

31
APPENDIX 1f)

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