TerraCycle is a US recycling company founded in 2001 that eliminates the idea of waste. It collects waste materials, processes them into unique solutions, and sells recycled products through retailers to consumers. TerraCycle uses low-cost marketing strategies like social media, contests and PR to promote the brand and position itself based on environmental benefits. Public relations is identified as an important part of the company's growth.

1. TerraCycle Brand Logo Recycle Logo

2. COLLECT
SOLVE +
BENEFIT
PROMOTE/
MARKET

3. AGENDA
• Background – What is TerraCycle?
• Campaigns
• Objectives
• Target Market
• Competition
• The 3 P’s – Product, Price and Positioning
• Channels of distribution
• Marketing strategies
• Recommendations
• Never Forget This!!!

4. BACKGROUND
What is TerraCycle??
• A private US small business
• A Recycling and waste management
Company
• Founded in 2001 by Tom Szaky
• First Product – Terra Cycle Plant Food (Worm
Poop)
• Named “The Coolest Little Start-up in
America” By Inc. Magazine in 2006

5. CAMPAIGNS
From Worm Poop to Fertilizer

6. From TV To Time Square

8. From Flip Flops To Playgrounds

9. Anti-Butt Campaign

10. OBJECTIVES
• To eliminate the idea of waste
• To promote TerraCycle Inc.
• To get partnerships with different organizations
globally

11. TARGET MARKET
TARGETED
SEGMENT
CUSTOMER
NEED
BENEFIT
• The Young
generation
(Consumer
Market)
• Fun
• Rewards
• Knowledge about
environmental
sustainability
• Low cost Products
• Manufacturing
Companies
(Business
Market)
• Management
of waste
materials
• Provide raw materials
for company's
products
• Brand Awareness
• Retail Stores
(Business Market)
• Increase in
sales and
revenue
• Sales growth

12. COMPETITION
• Other recycle and Waste management
Companies
The Scotts Miracle-Gro Issue

13. Marketing Lessons Learnt!!!
• Usefulness of the Public Relations
Department
• Importance of social media with the use of
a blog on suedbyscotts.com
• Importance of articles on major national
media such a Wall Street Journal, New
York Times, Business Week etc.

14. The 3P’s
• Products
• Pricing
Low cost Environmental
friendly products

15. POSITIONING
• Positioning by price/quality
• Positioning by attributes

16. CHANNELS OF DISTRIBUTION
Collect waste from
consumers/brigades
/companies
Processes wastes and
develop unique solutions for
collected waste
Processed waste is sent
to major manufacturers
who make finished
TerraCycle products
Retailers
Wal-Mart,
Target
Consumers

17. MARKETING STRATEGIES
• LOW-COST MARKETING
• Negative cost Marketing: By Books or Manuals
• USE OF SOCIAL MEDIA: FACEBOOK,
INSTAGRAM etc.
• “GARBAGE MOGULS” TV Show on National
Geographic Channel
• Blogs, contests
• National and Local newspapers

19. TERRACYCLE PR GROWTH

20. RECOMMENDATIONS
• THE BRAND LOGO SHOULD BE MADE MORE
VISIBLE ON PRODUCTS BEEN RECYCLED

21. SUMMARY
NEVER FORGET THIS!!
PUBLIC RELATIONS IS AN IMPORTANT
PART OF BUSINESS GROWTH
TRASH IS CASH!!
GARBAGE IS GOLD!!

22. REFERENCES
• http://www.ecouterre.com/gown-made-from-recycled-
mm-wrappers-fronts-terracycle-pop-up-shop/
• http://www.terracycle.com/en-US/histories.html
• http://www.businessinsider.com/terracycle-office-
tour-2011-8
• http://www.facebook.com/photo.php?fbid=1015
2615775760714&set=pb.224583260713.-
2207520000.1362767535&type=3&theater