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Making Hay from Waste: Up-to-date Insights on Reclaiming Waste Profitably

What are the crucial features of a waste reclamation program that make it profitable? What metrics are emerging around waste recovery to demonstrate value to business and appreciation of customers? What are the biggest challenges in terms of establishing new marketplaces?

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Making Hay from Waste: Up-to-date Insights on Reclaiming Waste Profitably

  1. 1. Making Hay from Waste: Up-to-dateInsights on Reclaiming Waste ProfitablyHowie Fendley, MBDCMiriam Turner, InterfaceDarren Beck, SprintAngie Olson, 3M !
  2. 2. © 3M 2012 All Rights Reserved. Confidential1Product and ServiceInnovation Break-out SessionAngie Olson: 3M Home Care Division Brand Marketing ManagerJune 5th, 2013 Sustainable Brand ConferenceSan Diego, CA Creating Conditions for a Flourishing FutureThe Scotch-Brite® Greener Clean Story
  3. 3. © 3M 2012 All Rights Reserved. Confidential2
  4. 4. © 3M 2012 All Rights Reserved. Confidential3
  5. 5. © 3M 2012 All Rights Reserved. Confidential4The answer, until recently, was nothing much: it was left todecompose in the fields. But it takes 6-10 years farming-spending energy and water- to grow agave before it isharvested for tequila. A company in Mexico didn’t want tosee any of that energy wasted. Neither did 3M
  6. 6. © 3M 2012 All Rights Reserved. Confidential5
  7. 7. © 3M 2012 All Rights Reserved. Confidential6
  8. 8. © 3M 2012 All Rights Reserved. Confidential7Agave might be great at scrubbing, but it took a lot of workto adapt the material to manufacturing processes. Throughprototyping various manufacturing processes, the 3M teamlearned how to best address flammability and stickiness,inherent challenges of the nonwoven web making process.
  9. 9. © 3M 2012 All Rights Reserved. Confidential8Rethink your routine with the greener way to clean. The Scotch-BriteTM Brand youknow and trust has created a line of effective cleaning products with sustainablequalities, offering you a choice you can feel good about.!!Product: Scrubbing fibers made from50% Agave plant. Sponge made with23% recycled materials!!Packaging: 100% recycled material onScour Pads
  10. 10. © 3M 2012 All Rights Reserved. Confidential9Greener Clean Consumers Impact the CategorySwitchers fromScotch-Brite22%Switchers fromother Brands30%New CategoryUsers48%+48%Source: SymphonyIRI Sources of Volume Study, December 2010.Nearly Half of theConsumers wereNEW to the ScrubSponge Category
  11. 11. © 3M 2012 All Rights Reserved. Confidential10Develop and Nurture New Audiences with Greener Clean•!Continue to effectively grow the category bybringing new users to it•!Earn their trust and loyalty to our brand over thenext 60+ years of their lives•!the first generation that believes they can make adifference in helping the EarthMillennials…
  12. 12. © 3M 2012 All Rights Reserved. Confidential11Little Things that Matter Campaign
  13. 13. © 3M 2012 All Rights Reserved. Confidential12Scotch-Brite™ Little Things that Matter Campaign Results!"#$%&(%")#*+%!"#$%&(%")#*+%,-%.,/)0#%1%2$,"#%,"#$%345%+)6#%")+)6+%7$,"#%8!9%/:%;-%;"#$;<#%,=%>?@%;6%<$,A#$:%+6,$#%VIDEO SWEEPSTAKES GIFTING APP!"#$%?B(%-#*%=;-+C%BD5%#-<;<#2%E+#$+%!"#$%4(%-#*%+E/+A$)/#$+C%!"#$%D&(%#-6$)#+C%!"#$%D(%")+)6,$+%1%,"#$%D%<)F+%<)"#-%>4%-#*%0)G#+%H%I4@%+J;$#%$;6#C%
  14. 14. © 3M 2012 All Rights Reserved. Confidential13$2.5MM*$5.9MM*$12MM*Greener Clean Franchise*Source: IRI Dollar Sales MULO, YoY and YTD ending 3/24/13$14.6MM*$35MMSince ‘09LaunchIncrease in Integrated Marketing Communications =Robust Sales Growth YoY!
  15. 15. © 3M 2012 All Rights Reserved. Confidential14Table 002; Q2.0 If you were to become aware that sponges are more environmentally friendly than paper towels, how would yourpurchases of sponges change, if at all?;Base = Total (1006, 673, 333, 134, 703, 169)Letters indicate significance at 90% Confidence Level; columns tested BC, ALMNSource: GFK April 2008Rating and Reviews
  16. 16. 2012 Corporate OverviewAngie Olson:3M HCD Brand Marketing Manageraolson@mmm.com 651-575-3524
  17. 17. Recouping Value!The Reuse and Recycling of Mobile Devices"Darren Beck - Director, Environmental Initiatives!Sprint Corporate Responsibility!Twitter @DarrenBeck!©2013 Sprint. This information is subject to Sprint policies regarding use and is the property of Sprint and/or its relevant affiliates and may contain restricted,"confidential or privileged materials intended for the sole use of the intended recipient. Any review, use, distribution or disclosure is prohibited without authorization. !
  18. 18. !"©2013 Sprint. This information is subject to Sprint policies regarding use and is the property of Sprint and/or its relevant affiliates and may contain restricted,!confidential or privileged materials intended for the sole use of the intended recipient. Any review, use, distribution or disclosure is prohibited without authorization. "Given the scope and investment, is landfilling really an option?!1 As of Dec. 2012. Source CTIA Wireless http://www.ctia.org/advocacy/research/index.cfm/AID/10323"2 Annual figure for 2012. Source: Gartner, Inc. http://www.gartner.com/newsroom/id/2408515"3 180 MJ (50 kWh) to manufacture mobile phone. Source: Nokia, 2005. http://www.lowtechmagazine.com/2008/02/the-right-to-35.html "4 In 2011, “avg" nuclear power plant in U.S. generated about 12.2 billion kWh. Source: U.S. EIA http://www.eia.gov/tools/faqs/faq.cfm?id=104&t=3 "5 On Sprint.com as of 5/27/13 with 2-year agreement and bringing your number to Sprint on a new line of service. (Regularly $649.99)"Doing The Numbers!102%! 1.7 Billion!Wireless penetrationrate in U.S.1"Mobile phonesshipped worldwide2"85 Billion kWh! Seven!Estimated energy toproduce those phones3"Nuclear power plants togenerate that energy4"$550! 1 of Sprint"s top costs!Sprint discount on AppleiPhone 5 16GB5"Purchasing mobile devicesfrom manufacturers"
  19. 19. !"©2013 Sprint. This information is subject to Sprint policies regarding use and is the property of Sprint and/or its relevant affiliates and may contain restricted,!confidential or privileged materials intended for the sole use of the intended recipient. Any review, use, distribution or disclosure is prohibited without authorization. "•# Challenge!-# Only ~10% collected in U.S.1"Increasing Collections!1 On average only 11% of mobile devices in the U.S. are turned in for recycling. www.epa.gov/osw/conserve/materials/ecycling/docs/fullbaselinereport2011.pdf "•# Ease & Convenience!-# Accept all mobile devices"-# Collect nationwide (> 3,500 retail stores)"-# Integrate offer into online shopping experience"-# Postage-paid envelope with new device"-# Text reminder sent post-purchase"•# Compensation!-# Incentivize customers and employees"-# Up to $300 instant credit in store for eligible devices"-# Customers received more than $100 million of credit in 2012"
  20. 20. !"©2013 Sprint. This information is subject to Sprint policies regarding use and is the property of Sprint and/or its relevant affiliates and may contain restricted,!confidential or privileged materials intended for the sole use of the intended recipient. Any review, use, distribution or disclosure is prohibited without authorization. "Recouping Value!

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