1 Shillong Waste Pickup ServiceGroup A

Abhinav DevarakondaGitika ShahJohon JamatiaSwati

Chirag PuriIshmeet Singh GambhirShashank ChaudharyVishrut Dinesh

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Group A

Current Waste Pickup Scenario in Shillong

No direct waste pick up in most areas. According to a report the municipality waste pickup covers only 30% of the city

Irregular waste pickups without any daily fixed timings Waste pickup only in early morning hours No segregation of waste and proper disposal No proper feedback and effective complaint channels

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Group A

Shillong Waste Pickup Service

What we do- Pickup waste and dispose it off responsibly Convert organic waste into vermicompost Provide a customized service to the customer

Why us- Door to door service Customized (frequency) as per your need Extra benefits for long term customers As per your time and need we come

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Group A

E

P

LT

ES

• Political instability• Governmental support and

incentives• Shillong has been declared

as a Smart City

• Minimum labour wage policy• People willing to pay more• Vermicomposting units

entitled to subsidy

• People in Shillong are pro-cleanliness

• Dumping results in creation of breeding ground for diseases

• Rise of preference of organic food and farming

• Alternative waste disposal technologies (gasification, etc.) not feasible

• RFID used in developed nations to improve efficiency

• Open burning in landfills contributes to 20% to city’s pollution

• Landfills sites will be difficult in future

• Landfills may also pollute nearby waterbodies

• Necessary to obtain a license under Section 302, Meghalaya Municipal Act, 1973

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Group A

Structural Analysis Of Sectors (Porter's Five Forces)

Competitive Rivalry

Threat of New Entrant

Buyer’s Power

Threat of

Substitution

Supplier’s

Power

Competitive Rivalry (High) Muincipality Private player

Threat of new entrants (Low) Low profitability Most people are currently

satisfied Red tape as a barrier

Buyer’s Power (High) Presence of alternatives Muinicipalty offers

service at a low costThreat of Substitution (Medium) Alternatives llike burning,

dumping, etc.

Suppliers power (Low) Availability of

contractor Licensing from

government

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Group A

Survey Summary

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Group A

Statistical Analysis

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Group A

Competitor’s Image

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Group A

Market

Residential Commercial

High Income Low Income Need High frequency

No issue in Frequency

People willing to pay more

People not

willing to pay more

Satisfied with current service

Not satisfied with service

Restaurant, retail stores

 

Not satisfied with service

Unwilling to pay more

Satisfied with service

Occupation

Demographic

Psychographic

Segmentation

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Group A

Targeting

• Have high income • Dissatisfied with current service • Willing to pay more for better service

Residential

• Need higher frequency of pickup• Need pickup during night hours• Not self sufficient in managing waste

disposalCommercial

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Group A

Positioning

Strategy Short term: More for Same Long term: More for More

Perception among the customers An organisation that cares for the environment An organisation that takes up the responsibility An organisation that strives towards building a cleaner and better

tomorrow

Think Clean, Think Us!

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Group A

TOWS AnalysisExternal Opportunities (O)1. House-to house collection of waste is undertaken in only 30% of the SMB area2. Discontent in customers towards the current service

External Threats (T)1. Unwillingness of customers to pay more for better services2. Existence of well established players like municipality and other private players

Internal Strengths (S)1. Proper and timely waste pick up2. Door to door waste pick up

"Maxi-Maxi" StrategyThe huge market potential will be utilized by providing better services to the customers

"Maxi-Mini" StrategyThe customers will be attracted with the better services for same price

Internal Weaknesses (W)1. Dependent on Municipal Corp. for non-biodegradable waste disposal2. Huge capital required for starting the business

"Mini-Maxi" StrategyThe huge capital will be recovered by charging the customer more for satisfying their needs through better service

"Mini-Mini" StrategyIn order to reduce the initial cost and neutralize the competition, partnership will be done with the existing private players

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Group A

Consumer Buying Process

NEED RECOGNITIO

N• Timely and door to door waste pickup• High frequency of waste pickup

ALTERNATIVES

• Municipality• Private Service

ALTERNATIVE EVALUATION

• Municipality: No timely pickup• Private: Less frequency

PURCHASE • Consumer needs a service that provides timely pickup with customized frequency

POST-PURCHASE

EVALUATION• Customers will evaluate on the basis of quality of service and value for money they

spend

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Group A

Marketing Strategy

Pricing and Product/Service strategy - Diverse Charging Rs100 a month from the residential customers Commercial outlets retail stores would be charged Rs500 per month Restaurants would be charged Rs600 per month

Promotion strategy- For households ,an attempt to increase awareness would be made

through radio advertising, door-to-door campaigning and cleanliness drives.

Commercial units will be attracted through special offers and through partnerships in business conclaves

Place strategy- We will be providing a door-to-door pick up service Customized frequency of pick up as per the needs of the customer

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Group A

Innovative Strategies For Target Markets

For households: Organizing cleaning drives in strategic locations Highlighting the inadequacy of the municipal corporation Door to door campaigning through the use of mediators

For commercial: Big businesses would be tapped in individually giving them special

packages Promotion through partnership in business conclaves Partnering with business hoses towards the sustainable initiative

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Group A

Questions & Discussion

Thank You

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Group A

References

http://smb.gov.in/projects.html http://megindustry.gov.in/MIIPP_2012.pdf http://www.theshillongtimes.com/2013/02/28/does-political-stability-matt

er/ http://www.waste-management-world.com/articles/print/volume-14/issue

-6/wmw-special/a-billion-reasons-for-waste-to-energy-in-india.html