This document proposes a retail store concept called "Get Best from Waste" that sells reusable and recyclable household products created from waste materials. The store aims to promote reducing, reusing and recycling. It will target all age groups and use viral marketing. Products will be creatively designed and the store interior will have an historic feel using waste materials. The financial plan estimates initial costs of around $348,500 for rent, deposits, furniture, equipment and labor over the first 2 months.

1. 5/27/2013
GET BEST OUT OF WASTE
UNIVERSAL BUSINESS
SCHOOL
Retail management strategy
MBA2
RAHUL SHRIRAO
KESHAV SHARMA
SNEHA BISWAS

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TABLE OF CONTENT
SR.NO INDEX PG.NO
1 Executive summary 2
2 Introduction 3
3 Why this retail store? 3
4 Concept of store 6
5 Target market 7
6 Positioning strategy 7
7 Retail setup 7
8 Competitive advantage 8
9 Products can be reused and recycled 8
10 Pricing mix 16
11 place 16
12 promotion 16
13 Supply chain management 17
14 Financial plan 20

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As everyone are aware of limited resources so we thought to come up with retail store which does
recycling , reusing and reducing waste of household goods. This will lead to get new and useful
thing 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 apply
to 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 trash
is at an all-time high and the only way to stop this is by preventing waste from the very beginning
of its life.
The concept of reuse is applied by reinventing items after their initial life and avoiding additional
waste by all means necessary. Though the concept of reuse is very important to the lifecycle of a
material, 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 that
can 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 a
valuable resource.
This process does include many steps, but begins with taking items such as cans, glass, newspapers
or plastic to a recycle bin or collection facility. The more often individual users partake in this
practice by consciously making themselves aware of an item’s recyclability, the easier the entire
process 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 incentive
for large companies and corporations to use and buy recycled products, making the entire process
more successful and stress free. These simple ideas of reduce, reuse, recycle are just the beginning
of challenging ourselves in preserving our environment, but extremely essential in ensuring the
success of conservation.
Executive summary

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Over the past decade, concern about the environment has brought with it a massive increase in
recycling around the world.
However, long before our growing levels of waste became an environmental concern, recycling
was a part of everyday life. Resources were not as readily available as they are today so people
valued 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 for
5,000 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 ultimately
ends 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.
Introduction
Why this retail store?

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Aluminum
 24 million tons of aluminum is produced annually, 51,000 tons of which ends up as
packaging 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.

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Paper
 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 be
recycled.
 The use of plastic in Western Europe is growing about 4% each year.
 Plastic can take up to 500 years to decompose.

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This would be unique retail store which will provide a new and useable product for customers
from their household waste. This store will be with full of environmental features such as
greenery, lights will be with water bottles in day time and at night there will be lamps which
would be made up of waste papers.
This will create atmosphere where people could realize the value of resources and avoid waste
with the help of reusing and recycling of goods. And we are going to provide the services to the
people.
BRAND NAME: GET BEST FROM WASTE
TAGLINE: WIPE OUT WASTE
Brand logo
Get best out of waste
Wipe out waste
Concept of store

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Target market would be not only the young generation but also the elder people because waste of
materials is mostly hated by old generation they try to avoid waste so by providing this services
we 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 them
realize that how resources are important and they are limited which could help us to expand our
business.
Customers can give their household waste and will give them a new and useful product with their
unwanted items. This will lead to growth of our business.
Positioning statement: “A place where you can find your unwanted things are changed into
valuable things”
Get best form waste will use the technique of viral marketing, mass marketing, one-to-marketing
and 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 directly
buy or whatever is unwanted for them they can give us and we will make valuable product from
the same.
It would be mostly look like museum or any historic place with beautifully décor and antic models
which would be made up of waste.
Positioning strategy
Retail setup
Target market

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It would be completely different idea in terms of reusing of waste. In terms of other store it will
be very unique retail store where people will enjoy purchase of exclusive goods as a gift or for
self-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 to
per square feet. Real, tangible experiences that invite interaction and drive repeat visits and
purchases are the happenings that would create distinction and sustainable competitive advantage.
Competitive advantage
Products which can be reused and recycle

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Pricing 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 and
highways for selling unique products. And for taking waste products from people and making
them valuable this stores basically will be present near city or town.
When expanding into cities like Pune, Kolkata, and Delhi they can have exclusive planned
stores. The most important requirement will be experience in those stores. It has to be huge and
spacious and have most of the stocks on display.
1. Mass media: In the commencement of business more investment will be required for promoting
the store as it is a new concept. Television ads in youth channels like Ad mad, discovery and
pogo will be done. For online, a website will display the products made from waste. Online sale
will be done at the start. Customers can have visit the stores to experience the products and the
high-class service provided by the store representatives. This is all done to create a high-brand
value in the mind of the customers. Of course, social media will be used extensively to keep the
users of those sites updated with the happenings in the store. Creative arts and products will be
printed in magazines.
2. Events: Events such art show or unique creative products show will be organized and items
could be sold at discount rates like any festival time or in “kala ghoda” festival etc which will
create cognizance amongst people.
3. Customer relations: Public relations can be built by organizing fest ones in a year so the new
customers will get to know about the store.
4. Sales promotion: Products will be given in discount but at the end of each season like wooden
products may get destroyed during rainy season so before rainy season will try to sell wooden
products at a low rate.
5. Direct marketing: Experts in creativity will be the brand ambassadors of stores.
Pricing mix
Place (locality)
Promotion

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We have to ensure that the Supply Chain Management has the right strategic suitable with the
positioning of the store. Since Customers will come to the store due to the store image and for
the multiplicity that the store offers, it is essential to have high product availability and right mix
of 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 the
same 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 of
the differentiating factors for our store.
Gather waste
materials
Free home
delivery and pick
up waste
Sell it to
customers
Create a
product
Supply chain management

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Inventory management
Inventory would be managed with the unwanted things available with customers and even from waste
centers. And according to that items can be made and customized.
Logistics and supply
Products will be directly supply to the store otherwise if it is ordered products then it will straight away
transfer to customers that will save travelling cost.
Presence of store
Interior decoration of store would be like any historic place with dim lights and all waste materials
reused. Things which would be present in store such as unique chairs, unique items, creative
merchandises etc.
Store layout
Three 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

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w
Entry Exit
Huge equipment displayItems
display
Items
display
Stock roomWashroom Store
room
Window
display
Window
display

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Requirements 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 items
Initial cost
Cost of products price quantity
Rent 100000
Deposit 100000
Table and chairs 20000 4
computer 25000 1
landline 3000 1
stationery 500
Maintenance
cost+labour
100000
Total cost 348500
Total expenditure
Total cost would be 348500 for first 2 months.
Financial plan