TerraCycle Brand Logo Recycle Logo

COLLECTSOLVE +

BENEFIT

PROMOTE/

MARKET

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!!!

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

CAMPAIGNS

From Worm Poop to Fertilizer

From TV To Time Square

From Flip Flops To Playgrounds

Anti-Butt Campaign

OBJECTIVES

• To eliminate the idea of waste

• To promote TerraCycle Inc.

• To get partnerships with different organizations globally

TARGET MARKETTARGETED

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

COMPETITION

• Other recycle and Waste management

Companies

The Scotts Miracle-Gro Issue

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.

The 3P’s• Products

• Pricing

Low cost Environmental

friendly products

POSITIONING

• Positioning by price/quality

• Positioning by attributes

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

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

TERRACYCLE PR GROWTH

RECOMMENDATIONS

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

SUMMARY

NEVER FORGET THIS!!

PUBLIC RELATIONS IS AN IMPORTANT

PART OF BUSINESS GROWTH

TRASH IS CASH!!

GARBAGE IS GOLD!!

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=10152615775760714&set=pb.224583260713.-2207520000.1362767535&type=3&theater