“Reduce” Non-Waste Segregation in Thailand

Group members1. Natthawan Saethea (Mina)2. Natchaya Charnsakorn (Noon)3. Nitthida Dulyalux (View)4. Wongsaton Junhoub (Don)Sustainable Marketing BUS 597-01

(Nakrai, 2014; Amount of solid waste in Thailand, n.d.).

Solid Waste in Thailand

Components of Waste in Thailand

China, T., Leewattana, N., & Leeamnuayjaroen, N. (2012).

Waste Problem in Thailand

Situation of Waste in year 2016

Correct DisposalCorrect Disposal

Solid Waste

Correct Disposal

Incorrect Disposal

Utilization

Waste from Community

Electric and Electronic Waste

Other

Correct Disposal

Infectious Waste

Correct Disposal

Manufacture Dangerous Waste

Tons

Million Tons

Waste crisis situation in Thailand. (2014).

Effects of Non - Waste Separation

A hotbed of germs caused by the accumulation of different kinds of waste resulting in 3 major areas.

➢ Water pollutionAffecting all ecosystems existing in the water

➢ Soil pollutionThe hazardous chemicals that get into the soil can harm humans,

animals, and plants

➢ Air pollutionThe stink of waste in the air disturbs and distorts natural balance

Effects of poor waste disposal. (n.d.)

Marketing Plan Project

“Zero Waste, Think Waste Segregation”

1.) Launch campaign on mass media and social media such as billboard

at bus stop, TVC, youtube, facebook.

2.) Government will provide more kinds of waste Bin in household and

public areas.

3.) “Segregate waste in Household”

4.) Provide recycled machines in convenient stores or gas stations

5.) Educate and cultivate students about waste segregation in school

Marketing Plan Project (Cont.)“Zero Waste, Think Waste Segregation”

https://www.youtube.com/watch?v=kfsd_R-6-ow

Situation Analysis (SWOT) Don

Unlimited budget Government supports True authority when

launching campaign Collaboration with private

waste management companies

Still not fully authorized due to we are not the government

Slower tasks due to some official requirements

Marketing tools used by non-profit firm might not be effective as profit organization

Higher rate of people using social media

People are getting more educated

Chances to convince law enforcement

Eco-friendly from global trend

Nonparticipation Lack of good conscious Short term participation Less interest paid due to

non-profit organization Time consuming

Campos, M. M. (2014)

Target Audience

Market Segmentation

Primary Target Household in Thailand (participation) (owner, ones

who do housekeeping) Next generation's, youth (educating students,

focusing on long term, awareness of environmental sustainability)

Secondary Target Big communities (such as, condominiums,

marketplaces)

Demographic Generation x-zGeographic ThailandBehavior Thai people who don’t

participate in waste segregation

Marketing Goal & Objective

Marketing Goal Reduce total waste 92% in two years Increase better scenery of cities Reduce bad behavior of non waste separation Reduce budget spent on waste separation (70 million dollars)

Marketing Objective To reduce the useful waste that can be transformed by recycling and utilizing, and bad

behavior of people of non waste separating by launching campaign to encourage people’s awareness of environmental sustainability

Barrier in Thailand

1. People don’t care (Careless) (Lack of education about waste management)

2. People don’t know the negative effect3. Bad attitude about waste can create value4. Government does not support5. Low awareness (just some changes)6. Businesses try to skip waste management due to cost saving7. No advance technology to support8. No strict laws and regulations

Target Audience (Barriers, Benefits & Competition)

Barrier of Plan

1. Huge investments in recycled machine and seperated trash bins in public

2. The plan requires many elements from each section in order to get collacorated, such as government, business, school, and community

3. Long term process for success

Benefits of Waste Segregation

● Waste-To-Profit

● Reduce Wastes

● Cleanliness

● Safety and Better Health

● Cost and time saving of waste management in business

Segregation of Waste at Source. (n.d.)

Competition

● People Focus on short term ● Care about monetary than environment sustainability (focusing

recyclable waste)

Positioning Statement

“We want to encourage Thai people to see both effects of positive and negative side of Waste Segregation as matter, as more important and beneficial than non waste separation”

Marketing Mix

Product

Price

Currency trash Feed your pet Organic Trash power plant Organic fertilizer donation Educating   https://www.youtube.com/watch?v=j6ml28VaIl0

Pay for separate bins for every household – make as regulation Cash, shopping coupon, or any discounts for any stores that collaborate with us from recyclable waste Law violation; strictly fine Higher taxes rate for non-waste separating participation Lesser charge price of electricity more livable society better scenery of cities perspective of foreigners toward Thais real waste reduction saver cost of waste separation Decrease in natural disaster in overall effect Appearance of beggars, homeless pets, wild mice, cockroaches which bring Diseases to humans, smell, and visual pollution, chemical hazardous, bigger trash landfill  

Place

Promotion

Marketing Mix

Main provinces, in every region of Thailand, in central; Bangkok, in northern; Chiang Mai; northeastern; Khon Kaen, southeastern; Pattaya, and Phuket

Households (owner) Institutes Department of Local Administration Grocery stores Social media, and billboards

The key message is to let people see the huge benefits of waste separation (according to price strategies), the one that would deliver the message would be teachers at schools, TV ads ( using famous actors, actress), TV programs, social media ( to reach Gen-Y and middle age), government divisions

By getting budget from government as the main budget, and sub-budget from companies that aim CSR or sustainability 

Household Waste

Organic wastePaper MetalPlastic wasteGlass

Segregate Waste in Household

How To Segregate Waste At Home

1.) First bin is recyclable wastes ● A majority of waste that we

think is useless can be recycled

● Categories of waste ● Separate wastes to dry

waste and wet waste ❖ Recyclable wastes ❖ Food waste❖ Paper❖ etc

How To Segregate Waste At Home

2.) The second bin will be for

non recyclables items i.e.

things that cannot be recycled.

How To Segregate Waste At Home

3.) Third bin is food waste● Composte● Feed it to the animals

Conclusion

Reduce Waste

Environmental Friendly

References• Amount of solid waste in Thailand. (n.d.). Retrieved July 16, 2016, from

http://www.pcd.go.th/info_serv/waste_wastethai48_53.html• Campos, M. M. (2014). Your Nonprofit Is In Competition La Piana Consulting. Retrieved July 16,

2016, from http://lapiana.org/blog/blog-detail/id/139/your-nonprofit-is-in-competition• China, T., Leewattana, N., &Leeamnuayjaroen, N. (2012). The study of landfill situation in

Thailand.Retrieved from http://mfuic2012.mfu.ac.th/electronic_proceeding/Documents/00_PDF/O-SC-D/O-SC-D-006.pdf

• Effects ofpoor waste disposal. (n.d.). Retrieved July 16, 2016, from http://www.eschooltoday.com/waste-recycling/effects-of-poor-waste-management.html

• Nakrai, J. (2014). Setting the law and regulation of Waste Segregation. Retrieved July 14, 2016, from http://www.npc-se.co.th/knowledge_center/npc_knowledge_detail_varity.asp?id_head=11

• Segregate your Waste - Waste Warriors.(n.d.). Retrieved July 16, 2016, from http://wastewarriors.org/segregate-waste/

• Segregation of Waste at Source. (n.d.).• Retrieved July 16, 2016, from http://www.avantikabioplast.com/Pages/Segregation.aspx• Waste crisis situation in Thailand. (2014). Retrieved July 15, 2016, from

http://thaipublica.org/2014/09/thailands-garbage-crisis/