Running head: THE “LEGACY” OF TETRA PAK 1
The “Legacy” of Tetra Pak Megan Coenen, Emily Gerlikovski, Mariah Lorfeld, and Jan-Marie Matthysse Communication 480: Cases in Communication & Media Management University of Wisconsin-Green Bay October 24, 2019
THE “LEGACY” OF TETRA PAK 2
Table of Contents Executive Summary…………………………………………………………………………… 3 Overview of Case …………………………………………………………………………….. 4 Introduction …………………………………………………………………………………… 4 Research Approach …………………………………………………………………………… 5 Background Research ………………………………………………………………… 5 Straws ………………………………………………………………………… 5 Tetra Pak ……………………………………………………………………… 6 Relevance …………………………………………………………………………….. 7 Audience Analysis ……………………………………………………………………………. 8 KISS Charts …………………………………………………………………………… 8 Audience Analysis Chart …………………………………………………………..…. 10 Key Publics ………………………………………………………………………….... 13 Methodology ……………………………………………………………………………….…. 14 Survey Structure …………………………………………………………………….... 14 Sample ………………………………………………………………………………… 15 Results ………………………………………………………………………………… 15 Straw Usage ………………………………………………………………….. 15 Plastic Straw Ban …………………………………………………………….. 17 Recycling ……………………………………………………………………... 18 Tetra Pak ……………………………………………………………………… 19 Issues Analysis ………………………………………………………………………………… 19 Overview of Tetra Pak ………………………………………………………..……………….. 20 Mission Statement …………………………………………………..………………… 21 Business and Communication goals ………………………………………………….. 21 Proposed Position Statement ……………………………………………………….… 23 Communication Objectives …………………………………………………………… 23 Strategic Communication Plan: Legacy ………………………………………………………. 24 Products ………………………………………………………………………………. 26 United Front ………………………………………………………………………….. 28 Education ……………………………………………………………………………… 30 Budget ………………………………………………………………………………………… 33 Plan Rationale ……………………………………………………………………………...…. 35 Rejected Solutions ………………………………………………………………………...... 35 Adjustments …………………………………………………………………………………… 37 Conclusion…………………………………………………………………………………….. 38 References………………………………………………………………………………….….. 40 Appendix A…………………………………………………………………………………..... 43 Appendix B………………………………………………………………………....…………. 56 Appendix C…………………………………………………………………………....………. 57 Appendix D…………………………………………………………………………..………... 58 Appendix E…………………………………………………………………………....………. 59 Appendix F……………………………………………………………………………………. 60 Appendix G……………………………………………………………………………………. 61 Appendix H……………………………………………………………………………………. 63 Appendix I ………………………………………………………………………………..…… 76 Appendix J……………………………………………………………………………………. 78 Appendix K …………………………………………………………………………………… 81 Quad Squad Meeting Agendas………………………………………………………………… 83 THE “LEGACY” OF TETRA PAK 3
Executive Summary
The task given to our team, Quad Squad, was to develop a low-key public relations campaign for the company Tetra Pak. The goal of the campaign was to inform and educate the public about Tetra Pak’s position as one of the world’s largest plastic straw producers. Research was conducted to understand the recent plastic straw ban proposals and Tetra Pak. Key publics and stakeholders were analyzed as being Tetra Pak’s employees, vendors and partners, consumers and people with disabilities. These publics were considered when making the public relations plan. The team also conducted our own research. It was determined from our survey that our plan must include educating the public about plastic straws and how to properly recycle them while also targeting a very broad audience, since many of the respondents indicated they were aware of current propositions to ban plastic straws.
Our team determined Tetra Pak’s position must be defined as well, since the task asked for specifically educating people about their position. A proposed position was crafted based on
Tetra Pak’s current vision and mission statements and business goals. Communication goals were also created based on Tetra Pak’s business goals. These communication goals led to creating our communication objectives: Products, United Front and Education. The public relations campaign was created from these communication objectives, surrounded by the greater theme of Legacy. The three aspects of the Legacy campaign were looked at in depth; this included brainstorming tactics and researching costs of our proposed ideas. We met our budget of $500,000, granting Products $125,000, United Front $50,000 and Education $325,000. The following paper will go in depth on the processes our team used in order to successfully complete the task given to us.
THE “LEGACY” OF TETRA PAK 4
Overview of Case
The case given to us is as follows: As human beings become more environmentally
conscious and concerned with ways of minimizing pollution, one of the primary areas of focus
has been consumption of single-use plastic products (e.g. plastic straws). Banning the plastic
straw is continuing to gain traction, with Alaska Airlines and Starbucks (just to name a few)
banning or phasing out their use of plastic straws. Public pressure is on corporations to
discontinue using and manufacturing plastic straws. You have been hired by Tetra Pak, one of
the largest food processing and packaging companies in the world, to help get in front of this
ongoing issue. They want you to launch a low key PR campaign to inform and educate people in
the U.S. about their position as one of the world’s largest producers of plastic straws. Budget =
$500,000.
Introduction
When first analyzing the task, our team realized that the overall process must start with a
bigger picture and then working down to the smaller details. Figure 1 is a visual representation of
how our team proceeded and determined the public relations campaign for Tetra Pak. Our team
first began with research by finding information on topics related to the task we were given. The
research itself ultimately forms the importance of our
data in regards to both the social and business
relevance of plastic straws in relation to Tetra Pak.
Part of the forming of our research and importance
included determine who our key publics and
stakeholders would be. From importance, our team
conducted our own survey in order to form some
Figure 1: Visual representation of thought process THE “LEGACY” OF TETRA PAK 5 issues analyses. These issues analyses would then help form our public relations plan. The next step of our process was looking at the overall mission and values that Tetra Pak has for its company. This includes the company’s mission and values statements and their business goals, but also the communication goals that were based on the company's business goals. From there, our team could then form communication goals and communication objectives. These objectives ultimately formed the main steps needed to accomplish the public relations campaign and help
Tetra Pak be seen in a more positive light in the eyes of the public.
Research Approach
The first step to approaching the task at hand was conducting background research in order to thoroughly understand plastic straws, the bans on plastic straws and Tetra Pak as a company. The team researched a few different areas surrounding the issue and compiled a list of relevant facts (see Appendix A). These narrowed subjects were plastic straw bans, recycling plastic straws and Tetra Pak. Background research provided direction for the analysis of key publics and stakeholders, survey research and ultimately the presented public relations plan.
Background Research
Plastic Straws
The first straw was invented in 1888 but rose to more popular use with the rise of fast food in the mid 20th century (Gibbens, 2019). Some perceived key uses that led to the plastic straw’s popularity was their convenience and usefulness for on-the-go consumption, indicated by their partnership with fast food. However, in recent news, plastic straws have been under scrutiny for their possible negative effect on the environment. In response to concerns regarding plastic straws and their effect on the environment coming into focus worldwide, various companies have begun to propose plans on banning plastic straws. In July of 2018, the entire city THE “LEGACY” OF TETRA PAK 6 of Seattle placed a ban on plastic straws (Gibbens, 2019). A few examples of companies who are taking a stance are Starbucks, McDonald’s, Bon Appétit Management (a food service company with 1,000 U.S. locations) and Alaska Airlines; Starbucks has plans to phase out plastic straws by 2020 worldwide, McDonald’s intends to ban plastic straws in their Ireland and UK locations.
Bon Appétit Management announced last May it will phase out plastic straws, and Alaska
Airlines will be one of the first airlines to phase out plastic straws and stirrers (Gibbens, 2019).
These reactions to plastic straws point to the need for other companies, like Tetra Pak, to establish a position and get ahead of the issue of plastic straw bans and plastic recycling.
Plastic straws are typically too small to separate in traditional recycling facilities. In an effort to combat this issue, some companies, including Tetra Pak, have encouraged consumers to partake in small acts like re-inserting used straws back into recyclable containers to prevent the jamming of traditional recycling machinery (“Packaging and Straws,” n.d.). However, when this does not happen properly, straws contaminate recycling loads or get disposed of as garbage and thus end up in rivers and oceans (“Plastic Straws - a Recycling Problem,” 2019). All this being said, “straws...account for about .03 percent of the 8 million metric tons of plastics estimated to enter the oceans in a given year” (Minter, 2018). So, rather than a fix for a sustainability issue, plastic straw bans may actually only have a small impact on cleaning up the environment.
Tetra Pak
The company represented in the task is Tetra Pak, a Swedish liquid food products processing and packaging company. Tetra Pak is housed within parent company Tetra Laval, which includes 3 different industry groups: Tetra Pak, Sidel, DeLaval. Sidel is a provider of polyethylene terephthalate (PET), cans and glass solutions for packaging liquids, foods, home and personal care products. DeLaval is focused on full service for dairy farms and farmers. This THE “LEGACY” OF TETRA PAK 7 grouping is a result of Tetra Pak’s acquisition of Alfa Laval in 1991, resulting in the creation of the Tetra Laval Group in 1993. Tetra Pak was founded prior to this acquisition and existed on its own since 1951 (“About Tetra Pak,” n.d.).
Tetra Pak’s focus goes far beyond that of plastic straws. Tetra Pak are producers of 11 different types of carton and 19 types of processing machinery (“Processing Applications and
Equipment for Food and Beverages,” n.d.). Their primary consumers are vendors, who enter into contractual relationships with the company in order to utilize their machinery and packaging for their liquid food products. These vendors are also the purchasers of Tetra Pak’s five different types of straws (“Packaging and Straws,” n.d.). Previous to the team’s conduction of research,
Tetra Pak has already taken steps to align their products with more environmentally conscious values. The company has launched new paper straws for vendors to utilize as of July 2019
(“Tetra Pak Becomes First Carton Packaging Company to Launch Paper Straws in Europe,”
2019), is experimenting with bio-based polymers (“CEO Reflection,” n.d.) and has been doing research into creating low carbon packaging (“Sustainable Packaging,” n.d.). Still, Tetra Pak maintains that plastic straws would remain in production and were “vital” to various industries
(“Tetra Pak Says Plastic Straws are Vital,” 2018).
Relevance
In April of 2019, Tetra Pak appointed a new CEO, Adolfo Orive (New Tetra Pak CEO
Appointed, 2019). This new leadership in the company provides the opportunity to implement a public relations strategy that will allow the company to get ahead of the issue of plastic straw bans. The new CEO has even made statements as of late, alluding to the company’s evolving position on environmental issues. He stated, “We are living in a changed world – a world more aware of, and coming to terms with, the requirements of a sustainable future. For the food and THE “LEGACY” OF TETRA PAK 8 beverage industry especially, this is a time of transition and change. Never before has sustainability been in sharper focus, and with emerging technologies and innovative thinking it is within our power to do something about it” (“CEO’s Reflections,” n.d.).
Tetra Pak is present in over 170 countries and has 25,000 employees (WUD Milan,
2016). This implies that their reach is a large one. The decisions they make regarding sustainability begin with taking a stand within plastic straw bans and allow them to be an influencer in the industry.
Audience Analysis
KISS Charts
When first investigating the audiences for Tetra Pak, our team utilized organizational tools, called KISS charts (see Appendices B-E) to better understand our own knowledge on each specific public. The main publics that our team focused on were people with disabilities, Tetra
Pak employees, vendors, consumers and environmentalists. KISS charts were used for initial understanding of each of these publics. Our team also took the basic information from the KISS charts and used an Audience Analysis chart. That way the knowledge obtained and inferred about each public was refined. The Audience Analysis charts will be discussed in more detail in the next section of the paper.
The first public that our team focused on was people with disabilities (see Appendix B).
The main points that needed to be addressed for this public and its importance is the overall need they have for plastic straws as a product. Our team knew that not only is the public protected by the Americans with Disabilities Act, but that people with disabilities will require an alternative product to use in place of straws. In order to keep this public satisfied, the plan is to keep them THE “LEGACY” OF TETRA PAK 9 included in the process and acknowledge the fact that straws are a necessity, not a convenience much like it is for many other consumers.
Another public that our team analyzed was the employees of Tetra Pak (see Appendix C).
The first aspect our team focused on is the fact that Tetra Pak is an international company that has a large employee base. This means that whatever changes made through the campaign will affect a very large number of individuals, especially if the product or production is changed in any way. Since this is a concern to be aware of, our team decided to utilize the employees as kick starters in launching the campaign to help the company lead the charge in environmental sustainability. Overall, this public is important because the internal section of the company must reflect the appropriate values of the company.
Vendors (see Appendix D) are another public our team believes would be beneficial to keep in mind when conducting the campaign, because they help with the production of the product. What our team knew about vendors is that they would have either a contract or some form of written document stating the business relationship they have with Tetra Pak. Since the campaign has the potential to affect these contracts, a concern with this public is how to find a solution that will be beneficial for all parties involved. Lastly, our team's objective for this public is to keep the solution simple while also trying to be as cost effective as possible.
Then, there are the consumers (see Appendix E), which is the public that decides the overall profit of Tetra Pak. A priority that our team wanted to reference is the use of plastic straws for convenience because of consumers’ busy lives. Ultimately, the use of plastic straws is a convenience because consumers are able to drink easily on-the-go and limit spills. This knowledge is the main reason our team wanted to focus on giving consumers an alternative that will still be convenient for them to use, as well as affordable. One area our team wanted to avoid THE “LEGACY” OF TETRA PAK 10 is simply taking plastic straws away from consumers and not giving them time to adjust to a new innovation.
The last public our team analyzed was environmentalists (see Appendix F). The reason we focused on this group is because they are invested in the use of plastic straws and will be interested in the campaign’s objectives. An inference our team made about environmentalists is that they could be against plastic product producing companies. That is mainly why our team needs to convince the environmentalist public that Tetra Pak is trying to help the situation and potentially work with them to help produce an alternative product or commit to environmental sustainability efforts.
The KISS charts were helpful to analyze these five publics because they provided a basis of understanding the initial information our team had on each public. Once these charts were complete, our team then utilized audience analysis charts to go more in depth and understand the overall goal to strive towards for each public on its own.
Audience Analysis Chart
To better get to know and understand Tetra Pak’s key audiences’ an audience analysis chart was created (see Appendix G). Through the audience analysis chart, our team as able to gather additional information to help better understand who the key audience’ are and which ones specifically should become priorities for the campaign. The audience analysis chart helped to describe the beliefs, concerns and the goals of the groups, while also helping to point out the preferred channels and opinion leaders of the group.
Looking deeper into the public of people with disabilities, the chart was able to focus the team's attention on the necessity of straws for this specific key public. Many of the other publics have the option to change or adapt their straw habits to new innovations, whereas people with THE “LEGACY” OF TETRA PAK 11 disabilities do not have the choice because it is a tool that is necessary for them to be independent in their daily lives. Taking away or changing this tool for people with disabilities is challenging, because a tool that works for one person may not be beneficial for another. That is why people with disabilities is a public that needs to be focused on more because this innovation of an alternative straw can be an inconvenience for them. In the end, that is why the overall goal for this group is to allow them to be heard and included in the campaign so that the new product can be beneficial for their daily use.
The next audience to focus on are those who work in the internal network of Tetra Pak.
Throughout the campaign and process, our team needs to consider the certain affect that the internal employees will be faced with upon the campaign implementation. The opinion leaders to focus on for this public include those in management positions and those at the top of the company hierarchy, such as the CEO and Tetra Pak’s board members. One major concept or potential drawback that our team considered is the drastic changes that would be occurring within the company with the implementation of a campaign. Employees may not see a need for change, especially those who have been there for over 20 years or longer. These individuals have grown used to the culture and expectations of the company, and changing everything within the company can potentially result in major pushback. Also, the employees have their careers to think about as well; with innovation, there may be the sudden conclusion made by employees that their jobs are in jeopardy, and the employees may not believe or wait for us to explain this concern to them before they have had this thought. These concerns are the reason why there needs to be a focus on helping Tetra Pak’s employees see the needs for change so that they can hopefully be on board with the changes that will result from the use of the Legacy campaign. THE “LEGACY” OF TETRA PAK 12
Another audience that our team analyzed was the vendors who work with and are partners with Tetra Pak. A major concern that our team believe the vendors would have in regards to the campaign is how it would affect their profit and the contracts for the products they are either providing or buying from Tetra Pak. The goal for this public is to have Vendors stay with Tetra Pak by convincing them of the need to innovate and the benefits of the campaign.
Next, there are the consumers who are major factors in the company's success. Some of the major concerns that were discovered in regards to consumers was their need for an affordable and safe product. A huge decision these consumers may need to make is their willingness to change their habits in regards to plastic straws. The potential that the overall quality, price and convenience of their product could be lost can be a major deciding factor to whether consumers would be willing to continue being committed consumers to Tetra Pak’s products.
Lastly, the public of environmentalists, including environmental coalition organizations and activists, was analyzed. The major concern with this public is the relationship or feelings they have towards Tetra Pak based on the stigma with the plastic industry and environmental health, especially with the recent spike in reporting in regards to plastic straw bans in the news recently. It will be difficult to have environmentalists understand Tetra Pak’s point of view, because they are so passionate about what they believe. There is no point in the campaign where
Tetra Pak will disregard or object against their opinion. Rather, the goal is to convince environmentalists that Tetra Pa is trying to work with them to find a solution to the problem that is prevalent in their eyes.
Overall, this section on audience analysis is a focus on how our team analyzed the potential publics that Tetra Pak would be focusing on in regards to the communication campaign.
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Key Publics
Upon research and debate, it was decided to focus on four main key publics: Tetra Pak employees, Tetra Pak vendors and partners, plastic straw consumers and people with disabilities.
To start, it is important to keep in mind Tetra Pak employees as they need to be able to understand what the company is doing in a big picture. It is important they understand any change to the company is to benefit the overall environment, as well as for the company to grow in environmental sustainability, especially as the world is changing and creating newer technologies every day. Because new innovations are being created every day, Tetra Pak does not want to be left behind. It is also important to keep in mind the culture within the business and how it may affect the employees as the business changes to adapt to its new role and products.
Another key public is Tetra Pak’s vendors and partners. They are important to keep in mind because of the relationship Tetra Pak has with them. Vendors and partners are choosing
Tetra Pak as their supplier to fulfill their needs. These vendors and partners have likely signed contracts with Tetra Pak, and each of the contracts Tetra Pak holds are unique in their own way to better adapt to the vendors and partners. For this reason, our team will need to factor in the vendors’ willingness to adapt to the new company plan, as well as the most affordable or cost effective and efficient option for the companies. Since they will most likely prefer the limited amount of change to the products, pricing and contracts as possible, our team is trying to create the easiest solution possible to adhere to their needs and desires while also benefiting Tetra Pak.
Consumers are another key public to consider when thinking about any change in products or the messages we plan to send. When dealing with consumers, there is often the likelihood that there will be backlash. Consumers will need time to adjust to new products just like any other change in their life, and they will have to be willing and ready to listen to Tetra THE “LEGACY” OF TETRA PAK 14
Pak’s messaging of their position. Consumers have a variety of reasons for why they use plastic straws. Our team needs to ensure our messaging or any change in Tetra Pak’s products meet the consumers’ needs. One major consumer group that may give a bit of pushback is the parents of young children as plastic straws are seen as a safe, easy and affordable option, as well as limiting spills.
The fourth key public is people with disabilities. This area is a key target audience since any change Tetra Pak makes will affect them. Every individual with a disability is unique, meaning no one product will work for everyone that has a disability. Tetra Pak cannot expect them to be able to change to the new style of product, since they are unable to control what they need assistance for as it is out of their control. It is also important to keep in mind that people with disabilities are legally protected by the Americans with Disabilities Act. For this reason,
Tetra Pak needs to be able to supply them with easy to use, affordable products.
Methodology
Survey Structure
A Qualtrics survey was created for our team to develop a better understanding of the topic at hand. The target audience was very broad, as the team wanted to hear from all different demographics of consumers. However, overall the target audience was focused on straw users in the United States. The team’s method of gathering information was through snowball sampling, which consisted of targeting certain groups of people through Facebook, Snapchat, email and personal connections by sharing a link to an online survey. We then asked those individuals if they could ask people they know to take the survey. The survey was open for roughly a week
(Sept. 30 to Oct. 7, 2019). After that short amount of time, 271 responses were recorded. The survey’s format used branching logic, meaning depending on the answer given on certain THE “LEGACY” OF TETRA PAK 15 questions, some respondents answered different questions than others. For this reason, not all 31 possible questions (see Appendix H) had 271 responses. The content layout of the survey consisted of straw usage, current plastic straw bans, recycling, Tetra Pak’s image and demographics.
Sample
The majority of our 271 participants were 18 to 24 years of age, Caucasian heterosexual cisgender females; 64.88% indicated they were 18 to 24 years old, 82.64% identified as a cisgender female, and 82.99% are heterosexually orientated. 25% percent of our participants live in small towns with a population of less than 10,000, and 23% of our participants live in a medium city with a population of 100,000 to 300,000. 50% of our participants have an annual income of less than $20,000. Another demographic question regarded the education level of the participants. The majority of our participants (49%) education level had some college experience, but no degree. This lined up well with the annual income level, as it was found that many of the participants are currently in college.
Results
Straw Usage
To understand how the survey respondents used straws, both plastic and their alternatives, questions about their straw use and reasons for use were asked. Only 3% of respondents stated they never use any type of straw to drink. The majority (38.72%) answered they use straws a few times a month. We also wanted to understand how often respondents use just plastic straws. The majority (49.6%) once again fell within the few times a month category.
Figure 2 represents the results of both any straw usage and just plastic straw usage. Alternative THE “LEGACY” OF TETRA PAK 16 Figure 2: Straw usage straw use was also inquired about comparison
through the survey. 29% of
respondents never use an alternative
straw; the other 69% use alternatives
from a range of daily to yearly.
Alternative straws used varied from
metal, silicone, bamboo, paper and
glass, as well as an “other” option for respondents to indicate. Metal and silicone straws made up
the most responses, totaling 49% of responses together. However, the “other” option consisted of
7% of responses, with most people who selected this option indicating they also use reusable
plastic straws. This was an alternative that failed to be included in the options; if it was included,
it is believed that more people would have indicated they use reusable plastic straws than our
survey showed.
Straw usage reasoning was asked about as well in regards to alternative straw and plastic
straw use. The majority of respondents (58.98%) use plastic straws for their convenience. Figure
3 shows the results for Figure 3: Why do you use a plastic straw? Select all that apply reasons behind using plastic
straws. No one responded
they have a disability that
requires it. This can be
attributed to the fact that our
survey likely required able-
bodied individuals to take it, THE “LEGACY” OF TETRA PAK 17 and because snowball sampling was used and individuals with disabilities were not reached. For plastic straw alternatives, approximately half of the responses for reasoning behind use was because the respondents believe the alternative was better for the environment. A very low number (2.13%) use plastic straw alternatives because of peer pressure.
Plastic Straw Ban
The next portion of our survey was focused on questioning our respondents about their knowledge and opinions of plastic straw bans. Respondents were asked if they were aware of plastic straw ban proposals; if they said no, they were not asked their opinions of the bans. Only
8.59% of respondents indicated they were not aware of plastic straw ban proposals. The rest indicated they were aware or somewhat aware of the bans. Those surveyors were then asked what their opinions were regarding the bans. 42.61% reported they somewhat agree with banning plastic straws. Only 10% completely disagree and do not believe plastic straws should be banned at all.
The team sought to understand surveyors’ thoughts on the environmental impact of Figure 4: How big of an environmental impact do you plastic straws. Figure 4 believe straws have? shows the results of people’s opinions of the negative impact of plastic straws on the environment. The majority response was 65.6% for a moderate impact. The lowest response was recorded for the opinion that THE “LEGACY” OF TETRA PAK 18 plastic straws have no impact on the environment, with only 2.4% of people agreeing with this viewpoint.
Recycling
Because part of our background research showed us there were issues and misunderstandings with recycling plastic products, our team wanted to understand the recycling habits and opinions of our respondents. 91.87% of participants indicated that they recycle in their general, everyday life. When asked how well our respondents believe they understand recycling guidelines, 72.36% believe they have a moderate understanding of recycling. No one responded that they have no knowledge of recycling at all. Questions then got more specific about plastic straw recycling. Participants were asked if they understand how to recycle plastic straws; 48.98% said they did not, with only 24.9% saying yes. The other 26.12% were not sure.
When asked what respondents do with single-use plastic straws after using them, the greatest response was for throwing it away in the trash. Only 9.42% of respondents do Tetra Pak’s recommended method of putting it inside something else and recycling it. Figure 5 displays all the responses. Figure 5: What do you do with a single-use plastic straw after using it? Select all that apply THE “LEGACY” OF TETRA PAK 19
Tetra Pak
Survey respondents were given a brief portion of questions about Tetra Pak in order to understand Tetra Pak’s status and reputation in the United States. 88.57% of respondents did not know about the company Tetra Pak. 5.71% were not sure, and 5.71% were aware of the company. If individuals answered that they did know of Tetra Pak, they were then asked what their opinions were of the company. The majority (64.29%) responded they did not have a positive or negative view of the company. The next highest response was for an extremely positive view, making up 21.43% of responses. No one asked this question answered they had any negative views of Tetra Pak.
Issues Analysis
Through the process of analyzing background research and our own survey research, a few issues emerged that were considered to be important in framing our public relations campaign. Firstly, the survey showed us that the majority of survey respondents were aware or somewhat aware of current plastic straw ban proposals. This tells us that the problem is relevant and well-known. It cannot be solved simply and quickly, because many individuals are aware of proposed bans. Another issue that emerged has to do with there being no strong correlation between any demographics and their opinions on plastic straws, the bans, Tetra Pak and recycling. This means the audience is quite broad and not very static. Audiences will be ever- changing, meaning any public relations plan implemented must be able to adapt to the audience.
In addition, this wide audience did not reveal any consensus on what should be done. Some believed in straw bans, some moderately believed in them, and some were against banning plastic straws. Our team also realized there could be a misunderstanding of why some people use plastic straws; for example, when asked what alternatives to banning plastic straws our survey THE “LEGACY” OF TETRA PAK 20 respondents would be in favor of, someone selected “other” and wrote, “stop using straws and drink from the rim like all the rest of us savages.” While there is no way of knowing if this response was meant to be serious or funny, it does tell us this person may not understand why some people use straws. For a person with a disability, it could be a requirement in order for them to stay hydrated and consume nutrients. Because of this, educating the public on why plastic straws are needed for some people to actually survive is important.
Other issues that were revealed from our survey were stated and unstated issues regarding plastic straw bans. In addition to the stated issue in the task provided by Tetra Pak, that being informing the public on their position as one of the world’s largest plastic straw producers due to the plastic straw bans, unstated issues also emerged due to our survey. It was revealed that these bans could be a result of misinformation and confusion about plastic straws, the environmental impact of plastic straws and how to recycle plastic straws. This was revealed through studying and comparing the 92% of survey respondents who state they recycle every day and the results that 75% of respondents are not sure or do not know how to recycle plastic straw.
All of these issues helped form our public relations campaign. These issues made the team realize that there would be no easy solution, many people are aware of this issue and the issue is beyond plastic straws. In order to develop a public relations campaign from our issues analysis, understanding Tetra Pak as a company in greater depth was also done by viewing their mission, vision and business goals to form our communication goals and objectives, which then lead to our public relations campaign.
Overview of Tetra Pak
To get a better understanding of Tetra Pak and their current missions and goals, our team looked further into Tetra Pak and how they represent themselves. First, Tetra Pak’s current THE “LEGACY” OF TETRA PAK 21 mission and vision statements were researched. From there, business and communication goals were discussed. A proposed position statement will then be discussed, along with the business goals and communication objectives.
Mission Statement
Tetra Pak’s current mission statement coincides with many of the company’s current business goals. But when looking at the last part of the mission statement, “we believe in responsible industry leadership, creating profitable growth in harmony with environmental sustainability and good corporate citizenship,” (“Vision & mission,” n.d.) the team noticed that environmental sustainability was missing from the business goals. This is where the team would like Tetra Pak to focus their attention, as it will need to be worked into the company’s business goals for this public relations campaign.
Business and Communication Goals
Figure 6: Tetra Pak’s business goals and proposed communication goals
The next part of our process involved studying Tetra Pak’s business goals and forming communication goals based off of them. The business goals displayed in Figure 6 are directly from Tetra Pak’s website (“Our core values”, n.d.), while the communication goals were crafted by our team. Instead of creating a linear relationship with our communication goals and forcing THE “LEGACY” OF TETRA PAK 22 them to conform to the order and appearance of Tetra Pak’s business goals, the team decided to look at each business goal individually and then group them to form communication goals. This is represented in Figure 6 with the color coding. The first communication goal is to enhance relationships with key publics. This is based off of Tetra Pak’s goals of customer focus and partnership. This communication goal was created to ensure that Tetra Pak does not lose customer focus and partnership with vendors through this campaign, as Tetra Pak needs to make sure that they meet the customer's needs in every way possible.
The next communication goal is to increase goals and innovation of products. This goal is based on the business goals of long-term view, quality and innovation, because Tetra Pak wants to make products of good quality, as well as keeping up with social and technology innovations as the world changes. The third communication goal is based on the business goals of freedom and fun. From this, the team created the communication goal of action strategies because Tetra
Pak has the freedom to take action and make the change in their company, as well as to take charge and work to implement new ideas into physical innovation. The hope would be that these actions would be fun as well as impactful.
Lastly, the team included a communication goal of environmental impact. Environmental impact is in the mission statement, but was never crossed over to business goals directly. With this campaign, it would be important to implement and highlight Tetra Pak’s position with the environment. By adding this to Tetra Pak’s communication goals and including it under the business goal of “responsibility,” it helps bring in the social responsibility of being simultaneously aware of their environmental impact as well as their desire to succeed and grow as a business.
THE “LEGACY” OF TETRA PAK 23
Proposed Position Statement
After analyzing Tetra Pak’s goals and mission, the team created a proposed position statement. This statement is: “Committing to providing our customers with the best products, working with suppliers & keeping in good relationship, all while innovating our company with environmental consciousness.” This statement contains the values that Tetra Pak has expressed as important to their company, while directing more focus to the area of environmental impact.
As discussed before, Tetra Pak mentions the value of environmental impact in their mission statement, but it is not expressed in their other goals. Plastic straw bans are a relevant, current issue that Tetra Pak has the opportunity to get ahead of. Thus, it is important for Tetra Pak to know and educate their stakeholders on their position as a company.
Communication Objectives
From Tetra Pak’s business and communication goals, the team created three communication objectives: Products, United Front, Education. These communication objectives created the framing for the low-key public relations campaign to be soon introduced.
Aspects of the current business goals of Tetra Pak fit well within these objectives. Tetra
Pak should remain committed to quality products and have the freedom to innovate those products, while implementing a long-term view that takes their environmental impact into consideration as well as their economic impact. United Front maintains their customer focus and also commits to the value of partnership by allowing for collaboration with vendors and other organizations. Finally, the Education aspect of our plan will maintain Tetra Pak’s goals of responsibility, like their social responsibility to inform the public of their role in plastic production and explain what Tetra Pak is doing in response to lessen their negative THE “LEGACY” OF TETRA PAK 24 environmental impact. It would of course also be fun, as the education is made invigorating for its learners.
Strategic Communication Plan: Legacy
When first initially discussing the campaign, our team determined that its focus would be on the implementation of the communication objectives of Products, United Front, and
Education. After deliberation, our team created a visual diagram that would not only represent the communication objectives created for Tetra Pak, but it also would be a visual that symbolizes the utility of our intended public relations campaign. See Figure 7 for the visual.
Figure 7: Legacy campaign
The first aspect to be aware of in regards to the campaign is that there is no intended or set order. That is why the diagram is represented with a circular figure that has arrows going around its outer sphere. The circular process means there is no starting point or step-by-step process to follow. Rather, it is a continuum that has sections that interrelate with each other, but THE “LEGACY” OF TETRA PAK 25 does not depend on one another to succeed. The format of the campaign also allows for continuous improvement, because it can be modified and adapted without affecting the other portions drastically. Ultimately, this results in the campaign being able to grow and adapt to the issues at hand.
This type of campaign provides the company with the freedom to decide what efforts they may want to focus on or place the most time and effort towards accomplishing. Seeing as how each section can be independent and implemented on its own, the company can make the decision to only focus on one section at a time. The company can then watch for the initial feedback that each specific section receives from the company’s key publics to gauge each one's overall acceptance. Another benefit to this campaign is it does not require a specific timeline or time restraint. Tetra Pak can take as long as they want on each section so that they can follow the course they believe is the most efficient. Also, once the company gauges the feedback from their key publics, the most influential section of the campaign can be attributed more of the budget.
One reason our team was capable of creating this type of campaign is because the campaign is not focused on responding to a crisis situation. Rather, the campaign is Tetra Pak being proactive by trying to be an initiator in the plastic industry. This plan is in accordance with the state of the company right now regarding what is going to happen in the future under their new leadership. If a crisis would occur, then the team would alter the campaign to handle whatever presented situation.
The main focus of the campaign is the concept of Legacy, which can be seen in the middle of the circular diagram. The reason this concept is the main theme of the campaign is because many aspects of the team’s conversations surrounded the idea of creating a legacy for
Tetra Pak. Because Tetra Pak has been well established for a long time, there is already some THE “LEGACY” OF TETRA PAK 26 form of legacy to the company; the team is not trying to delegitimize Tetra Pak’s previous legacy, rather with implementing a new campaign our team believes a new legacy should be established as well. This is especially supported by the fact that Tetra Pak has a new CEO,
Adolfo Orive (“New Tetra Pak CEO Appointed,” 2019). The idea behind this campaign is that with new leadership, Tetra Pak would establish a new legacy. Overall, this public relations campaign was created with the intention to not only address Tetra Pak’s association with the recent plastic straw bans, but to create a position that keeps Tetra Pak in a positive light in regards to their publics.
Products
The first communication objective to explain from our plan is Product. The reason there is a need to change or modify the products is because that is where the main concern of the company is focused in light of recent negative opinions of plastic straws. Tetra Pak’s concern with plastic straws is the driving initiative of our team’s communication consulting.
Tetra Pak has already started on this campaign with their recent field study of the paper straws; in July 2019, Tetra Pak field tested their newest paper alternative straw in Europe
(Danigelis, 2019). This research is the stepping stone for this section on product development of the public relations campaign. The field tested straws were made from a “FSC-Certified paper and recyclable” paper (Danigelis, 2019). When conducting this research, Tetra Pak found that the
Millennials being studied were more interested in using resealable caps than actually using a straw (Danigelis, 2019). In relation to our campaign, this product revelation can be used to push the company towards innovation by using a path that makes the consumers happy with the product. Since one of the main business and communication goals is to meet the needs of the THE “LEGACY” OF TETRA PAK 27 company’s customers and stakeholders, focusing on this research can help bridge the gap between the consumers’ needs and the product the company is offering.
This research is important because it was a way to have Tetra Pak gain awareness on their upcoming environmental sustainability goals, which the CEO Adolfo Orive mentioned in a statement he made that the company's goal is to “deliver a package made entirely from plant- based packaging materials, contributing to a low-carbon circular economy,” (Danigelis, 2019).
This awareness of the company’s recent product development and intentions is just the beginning of this section on innovating products.
When focusing in on the idea behind the product section of the campaign, the process should be focused on going from small to big; the campaign should focus first on straws. Then,
Tetra Pak can focus on how they want to innovate their other plastic products. Since Tetra Pak makes such a large quantity of plastic products, this innovation could have a huge impact on the entirety of the plastic industry. Another area of the campaign that starts small and then grows is the location or demographic the campaign is targeting. First, the campaign will start in the
United States. Based on how it does in the United States, Tetra Pak can apply the campaign to more countries in Europe and possibly on an international level. The reason the campaign can grow and affect so many is because Tetra Pak is such a large organization that has a huge reach in regards to consumers and stakeholders. That is why straws are only the first step. The campaign needs to change slowly so Tetra Pak’s consumers will follow. There will likely be some backlash, but once the public sees the advancement in the product and the company, they will likely get on board with the changes.
Another implication of the product portion of the campaign is there needs to be more consultation with environmentalists in order for this product campaign to be successful. The THE “LEGACY” OF TETRA PAK 28 company needs to see the product from not only their present consumer's viewpoint, but also the viewpoint of the consumers of tomorrow, which are the millennials who demand a change in product that was found in the recent field study by Tetra Pak.
To advertise these products, the campaign would include a catalog much like Tetra Pak has now since the company is a huge distributor. Also, the intention is to continue using sample products to gauge consumers’ reactions, much like the company has previously done with paper straws. The major difference this time is the field testing is more focused in the United States because that is the starting point for the campaign. Once the campaign can grow past this demographic, then additional research can be collected to further the campaign’s success in different regions. Creating a new product will take time, because in order for the product to be memorable and accepted, it needs to meet the needs of everyone so that Tetra Pak can have a new product legacy.
The strategy to implement this section would be through using the methods of identify and reply and then sell and tell. First, the company needs to identify what the key publics want through the field tests and sample products research and then use sell and tell to sell consumers on the finalized and environmentally safe product. Ultimately, this means to implement the product portion of the campaign, the company needs to identify what the audience wants and then persuade or sell the audience on the products that were created based on those desires.
United Front
Another section of the public relations campaign is creating a united front for Tetra Pak.
United Front not only means to include all publics, but also to include vendors and other stakeholders that could have potential relationships with Tetra Pak. This way, Tetra Pak can be known for leading the industry to innovation by leading other stakeholders and organizations to THE “LEGACY” OF TETRA PAK 29 embrace a focus of environmental sustainability. This is the main reason there is a need to change the overall culture of the company by adding environmental sustainability to the goals and objectives. There needs to be that connection so that the internal culture of the company matches the external intentions and actions of the company. Then, once the vendors, clients, partners, consumers, etc. see that the company is fully invested both internally and externally to the campaign, the action will compel others to take the initiative along with Tetra Pak.
Ultimately, building a legacy together is allowing individual publics like those with disabilities, the elderly and environmental activists to better understand Tetra Pak as well as each other. The United Front aspect of the Legacy campaign is showing that this cannot be achieved without others collaboration and help so that there can be a level of inclusion to fight back on plastic pollution for the betterment of society. For instance, the World Wildlife Fund is one of the already existing collaborations that Tetra Pak has with another organization (“Working with the WWF,” 2017) and, in this case, an environmental organization. The United Front plan of the campaign will not only strengthen Tetra Pak’s relationships with previous partners like WWF, but will also allow Tetra Pak to find collaboration with new companies and assist the company in growing their reach with the extensions of new stakeholders.
For the United Front portion of the campaign, our team suggests collecting data through focus groups and surveys. The reason for this form of data collection is to learn more from the key publics that were mentioned and ultimately learn more about what the consumers are expecting in a product. Our team decided to use the methods of withhold and uphold and then later utilize underscore and explore to implement the United Front section of the campaign. Our team will be using withhold and uphold through the use of focus groups and surveys. That way, our team can gain information from this research and let the audiences drive the conversation so THE “LEGACY” OF TETRA PAK 30 that there is no influence over the participants’ opinions. The goal is to understand their true opinion on the company and their production of plastic products. It is crucial to withhold information from the focus groups so our team can understand the participants’ decisions and opinions on plastic straws and how they believe the company can join together with their key publics to create a new legacy.
Afterwards, our communication team would use the research to focus efforts and the campaign towards the correct message that would persuade the majority of people to join Tetra
Pak’s United Front of creating products that are made with both consumers and the environment in mind. Underscoring and exploring this part of the campaign will allow our team to make sure the audiences are understanding what Tetra Pak is communicating, while Tetra Pak is also open to hearing what the public wants, especially through the use of focus groups. If our team were to try other methods to showcase the need to unite, then it is more likely that confusion would occur because it could not be ensured that the audience would understand the purpose of uniting with
Tetra Pak for this campaign.
Education
The last aspect of our Legacy campaign is Education. This part of the campaign was created to educate our publics about Tetra Pak’s position, the ways to recycle Tetra Pak plastic products and the benefits of Tetra Pak’s current items. Through educating the public about these aspects, Tetra Pak can create a legacy that is about improving the future.
Education was specified as being one of our tasks given to our team by the company, so its importance was emphasized. Publics should be educated through multiple channels, those being brochures, podcasts and news program, publications, attending conferences and simply talking to people at conferences or similar events. Most importantly, Tetra Pak will have a THE “LEGACY” OF TETRA PAK 31 greater social media presence under this part of the campaign. Social media will particularly target the younger generations and audience, and more traditional channels such as brochures and news programs are included to ensure older generations will also get Tetra Pak’s messaging.
The strategy for Education is to underscore and explore with the publics, meaning consistent, core messages are used in our campaign, but also be ready and willing to listen to our publics to see what they do and do not understand. This part of the campaign is proactive and involves solving the unstated and stated issues listed before, that being clarifying misinformation and confusion about our company and products, and educating the public on Tetra Pak’s position.
A large aspect of educating the public about Tetra Pak’s position will be done through advertising, particularly on social media and the internet. Advertising will be done through
Google searches and partnerships with websites, as well as social media websites, like Facebook and YouTube. For Google, the plan is to negotiate that Tetra Pak and their position will be the first search to appear when people Google words like “plastic straw,” “plastic straw alternatives” and “plastic environmental impact,” to name a few. Similar to United Front, our team proposes
Tetra Pak create partnerships with certain websites, like the American Association of People with Disabilities, to display skyscrapers or expanding advertisements of Tetra Pak and their position.
In terms of social media, the suggestion is for Tetra Pak to have a greater social media presence, interact with people more on social media and advertise on social media platforms. To keep things more concise, two platforms our team focused on were Facebook and YouTube;
Tetra Pak currently has a United States specific Facebook page where they have started educating people on their products. Tetra Pak should continue this messaging, but expanding those videos to our key audiences on Facebook and including messages about their position is an THE “LEGACY” OF TETRA PAK 32 added aspect of their social media presence under Education. Being more conversational on social media platforms and hiring a social media manager would benefit this goal. In addition,
Tetra Pak should advertise their position to specific Facebook users through a rifling approach.
Two audiences to focus on are advertising to people with disabilities, caretakers and nursing homes and audiences who are interested in plastic straw alternatives and their environment. For the former, messaging would focus around how they are not being excluded in Tetra Pak’s new position. Similar to tactics used in United Front, it is important to show how Tetra Pak’s current products and potential new products are still being made with their needs in mind. For the latter,
Tetra Pak will focus their messaging on how they are evolving and focusing more on the
Products portion of the campaign.
The other social media highlighted in this campaign is YouTube. Tetra Pak has a
YouTube channel, and increasing the use of this channel would be a part of Education.
Advertisement videos placed on monetized videos regarding the topics of disabilities, plastic straw bans, plastic and the environment and recycling will be selected based on the specific topic of the video the advertisements are placed on, similar to the rifling approach of Facebook.
The last aspect of the Education portion includes making Tetra Pak’s position known on reputable podcasts and news programs. NPR radio currently has many podcasts on plastic straws and the bans (NPR, n.d.). Having a representative of Tetra Pak on highly listened-to podcasts would be a great way to educate the public about their position, since this is an earned media form and the public may be more inclined to believe it. The same can be said for news programs; interviews or feature stories would be the target of a news program appearance.
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Budget
The team was given a budget of $500,000 to enforce our low-key public relations campaign. When considering our public relations campaign proposal, our budget plan was based on five categories of costs for Products, United Front, and Education separately. These five categories of costs considered were personnel, material, media, equipment and facilities, and administrative costs. Each budget for our three campaign categories was unique; some budgets had a large amount of money dedicated to one cost category, while another may have had little to no money dedicated to that same cost. In addition, while research was done to estimate costs, the budget is indeed that: an estimate; numbers are rounded for convenience. A complete breakdown of the budget was made, which considered the categories of costs and individual costs of specific items in order to support our budget reasoning (see Appendix I).
Products had a dedicated budget of $125,000. This budget was decided on after researching how much money would need to be spent on researching and producing new products, using test products and developing brochures and marketing materials to help the public understand this aspect of the Legacy campaign. After some research on the costs of producing catalogs, environmental consulting, sample products and advertising, the team decided to appoint $125,000 to this portion of the campaign. The intended catalog would approximately be 96 pages and the first shipment purchased would include 1000 units of the catalog. Research suggests that this large of a catalog for that quantity would approximately cost $2.55 for each catalog (How much does it cost to print catalogs?, 2019). This equals approximately $2,500 in costs for catalogs; the team doubled this cost estimate to $5,000 when making the budget so another round of catalogs could be made, or many more could be made that contain less pages.
Research provided us with an estimated cost of $55,000 for environmental consultants (Average THE “LEGACY” OF TETRA PAK 34
Environmental Specialist Salary, 2019), and $55,000 is also the predicted loss of money for making sample products. $2,000 was set aside for random costs, and $8,000 was dedicated to buying and using laboratory products for product sampling and testing.
United Front was given $50,000. This portion of the Legacy campaign was given the least amount of money because this aspect of the campaign is more focused on building relationships than spending money. In fact, the costs of United Front were purposely overestimated in case this portion of the company unexpectedly required more money, or the other portions, such as Education and Products, needed more money. The costs of United Front greatly revolve around focus group costs; our team researched the cost of Qualtrics and the production of focus groups, and one team member was familiar with focus group costs because their job involves event planning. Our group predicted our focus group costs would total around
$15,000, while $10,000 was dedicated to the survey platform Qualtrics in order to conduct anonymous surveys (Qualtrics Representative, 2019). This equals $25,000. We set aside an additional $25,000 as our extra money.
Education was given $325,000. Education received the greatest budget because educating people is the hardest to do, and it was specifically listed as a task for our team to complete for
Tetra Pak in regards to educating the public on their position. Most of the money for Education is dedicated towards advertising and engaging with key publics about Tetra Pak’s position. No specific budget was given to advertising on certain social media platforms, but a recommended amount was calculated based on an interview with a Senior Account Executive at a marketing and advertising agency (Gerlikovski, 2019) and other research. The budget is purposely flexible; if one form of social media advertising is working better than another, the budget can be adjusted to give more money towards the advantageous approach rather than the weaker approach. THE “LEGACY” OF TETRA PAK 35
Plan Rationale
Our Legacy campaign satisfies and exceeds expectations given to us from Tetra Pak. It is low-key and focused on educating and informing the public on Tetra Pak’s position as one of the world’s greatest plastic straw producers. Planning included explicitly defining Tetra Pak’s position before implementing a plan in order for their position to be central in our goals of educating and informing. The plan is relevant to the company upon identifying a new CEO in
Spring of 2019; as new leadership comes into being, so will a new legacy. This is why “legacy” being our central focus is appropriate.
When rationalizing and forming our low-key public relations campaign of Legacy, our team used communication tools and charts to display our thoughts and rationale. An ABC Chart
(see Appendix J) and 5 W’s and H (see Appendix K) were utilized. The ABC chart displays the attributes, benefits and concerns of the three aspects of our Legacy campaign. The 5W’s and H helped the team determine what aspects of communication should be highlighted in our campaign. Focus was placed on people with disabilities, the true environmental impact of plastic straws in comparison to other plastic products, the misunderstanding of recycling Tetra Pak products and the company’s position with sustainability. All of these advantageous dimensions are present in our public relations campaign.
Rejected Solutions
Upon the creation of the legacy campaign, there were some rejected solutions the team considered when drafting our low-key public relations plan. The first rejected solution discussed was advertising Tetra Pak’s position through a bigger market. This would have included television advertising, hopefully during primetime viewing. This solution was rejected early on in the brainstorming process, because it had two flaws: it would be too expensive and not low- THE “LEGACY” OF TETRA PAK 36 key enough. Instead, the team focused on advertising with a more organic and grassroots strategy through the use of social media.
Our second rejected solution was to be more involved in schools for our Education aspect of the campaign. A lot of time was spent deliberating if making a big presence in schools would be effective and doable. After much discussion, the team decided that while educating younger children on Tetra Pak’s position and, most importantly, how to properly recycle Tetra Pak plastics would be beneficial to our Education campaign, it would be too difficult to do and research to create an acceptable plan for the timeline. Because of state and federal regulations, it could not be determined how Tetra Pak could make a beneficial presence in schools. In addition, our team also considered producing animated videos targeted towards this younger age group showing the process of recycling, but this was ultimately a plan referenced as a future possibility rather than a current aspect of our Legacy campaign as well.
In order to get Tetra Pak’s position more widely known, our team also considered using online influencers and celebrities in our Legacy campaign. They would have been an aspect to our United Front, being partners and collaborators in the process of educating publics on Tetra
Pak’s position and ensuring the public’s voices and opinions are being heard and considered.
Similar to targeting messages to younger children in schools, our team decided to take this idea out of our current campaign plans, and instead wait for people to understand Tetra Pak’s position first, and then involve celebrities and influencers. This was decided because it may be hard to get an authoritative, trusted and respected figure to agree to work with Tetra Pak before the public understands Tetra Pak’s position, especially since many online influencers are now promoting alternative straw use. In connection with our survey, we could also see many people viewing a plastic straw ban positively, so getting someone to promote plastic straw usage before the THE “LEGACY” OF TETRA PAK 37 public’s mind is hopefully changed on banning plastic straws would be difficult.
Another possible solution considered was implementing Tetra Pak specific recycling stations in big cities across the United States. This was rejected pretty early on in the brainstorming process because of all the costs associated with doing this. The costs outweigh the benefits. It would cost a lot of money to implement, and it is likely that products other than straws would be thrown away in these stations, meaning there would be a lot of time lost on separating those wastes from Tetra Pak plastic straws.
Our last rejected solution was having public partnerships with environmental activist groups. This idea was rejected in favor of instead holding a dialogue with activists groups and environmentalists under our United Front instead. If for any reason the relationship would become negative, then there would be no public falling out, and it is less likely Tetra Pak would receive any negative publicity.
Adjustments
While our team is very proud of our proposed public relations plan, there is also room for suggestions and continuous improvement, similar to the essence of our Legacy campaign. One suggestion after the presentation was to rework Tetra Pak’s current business goals. First the team would like Tetra Pak to incorporate and live up to these new goals as they have in the past goals they implemented. The proposed business goals are as follows: committing to provide high quality products in regards to future innovation, strengthen collaborative relationships with key stakeholders, and enhancing the company’s reputation and social responsibility in order to continue being an industry leader. By reconstructing their current business goals into new and updated goals, Tetra Pak will be able to better serve the environment and their key publics. THE “LEGACY” OF TETRA PAK 38
The proposed business goals are more specific than Tetra Pak’s current business goals, which are simply too broad for the public and even employees to understand or come to a consensus to. The team’s proposed goals are specific while not being too restrictive, and we limited it to three goals to keep things concise. If we created too many goals, it is possible some goals could contradict one another and create confusion. With the three proposed goals, Tetra
Pak now has a more specific position and clear goals listed for both key publics and their own employees.
Conclusion
The overall goal of this project was for our team to be communication consultants and represent the organization of Tetra Pak. Our team was given multiple key points the company wanted us to stay focused on. First, the Tetra Pak team wanted us to address the use of single-use plastic straws and the negativity behind doing so in the age of plastic straw bans. Even though
Tetra Pak is known for a much larger plethora of other plastic products, plastic straws was the main focus for this campaign. Another aspect our team was hired to accomplish was a low-key public relations campaign. The intended purpose of the campaign was oriented towards informing and educating United States citizens about Tetra Pak’s position. The motivation to do this now comes as a result of plastic straw ban proposals across the world. Tetra Pak gave our team a budget of $500,000 to implement the overall public relations campaign for Tetra Pak. The public relations plan proposed was titled “Legacy,” with there being a focus on three main divisions of “Legacy,” those being Products, United Front and Education. The proposed public relations plan is centered around forming a legacy for Tetra Pak as a plastic straw producer that is focused both on their consumers and the environment. Rejected solutions were included to provide greater support to why the Legacy campaign went through the development process it THE “LEGACY” OF TETRA PAK 39 did and why it will be successful. Overall, our team developed a low-key public relations plan focused on educating the public about Tetra Pak’s position, and our team stayed within our assigned $500,000 budget.
THE “LEGACY” OF TETRA PAK 40
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values. THE “LEGACY” OF TETRA PAK 41
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THE “LEGACY” OF TETRA PAK 43
Appendix A
100 Facts
“Tetra Laval.” (n.d.). Tetra Laval facts and figures. Retrieved from https://www.tetralaval.com/facts-and-figures. 1. Tetra Pak is housed within Tetra Laval, which houses 3 different industry groups: Tetra Pak, Sidel, DeLaval 2. Sidel produces PET, cans and glass packaging solutions 3. Within Sidel is Novembal, a plastic cap production specialist company 4. DeLaval is focused on full service for dairy farms/farmers
“Packaging and straws.” (n.d.). Tetra Pak. Retrieved from https://www.tetrapak.com/packaging/straws. 5. Five different types of Tetra Pak straws a. Sensory straws b. Straight straws c. Telescopic straws d. U-straw e. Z-straw 6. Current campaign as advertised on their site is to push the straw back into the container and close the cap when recycling so that the issue of losing the straw within recycling plants is limited
“Tetra Pak says plastic straws are vital.” (2018, May 25). Retrieved from https://www.bbc.com/news/business-44252758. 7. Tetra Pak announced in May 2018 that they were working on a design for a paper straw alternative, answering to opinions of customers on environmental awareness 8. They did however maintain their stance that plastic straws would remain in production and were “vital” to various industries
“European Commission press release database.” (2019, July 25). Retrieved from https://europa.eu/rapid/press-release_IP-91-715_en.htm. 9. Tetra Pak accused of being a monopoly according to a press release by the European Commission 10. On the basis of a few different accusations: a. Restrictive contracts b. Discriminatory and predatory pricing c. Other practices toward competitors (buying competitor machines to remove them from the market)
“Tetra Pak becomes first carton packaging company to launch paper straws in Europe.” (2019, July 16). Retrieved from https://tpcom- prod.azurewebsites.net/about/newsarchive/first-carton-packaging-company-to-launch- paper-straws. THE “LEGACY” OF TETRA PAK 44
11. In July of 2019, Tetra Pak announces that they will be the first European carton company to launch paper straws 12. These straws to be made from FSC certified paper and recyclable with the rest of the package 13. They also released at this time that they are looking into biodegradable options for the future
“Hay Straws!” (2019). Retrieved from https://www.haystraws.com/?msclkid=1402ac82d00a171ca866f1f84ee87231&utm_sourc e=bing&utm_medium=cpc&utm_campaign=NP%20%7C%20Plastic%20Straws&utm_te rm=plastic%20straws&utm_content=Plastic%20Straws%20%7C%20Longer%20Tail 14. 100% biodegradable, made from wheat stems, plastic-free, gluten-free 15. 500 7.75” = $35
Minter, A. (2018, June 19). Adam Minter: Trendy bans on straws won’t reduce ocean waste. Retrieved from http://www.pilotonline.com/opinion/columns/article_22ec36bd-74af- 5630-aeec-36da3b38c860.html 16. “straws were suddenly washed into the sea, they’d account for about .03 percent of the 8 million metric tons of plastics estimated to enter the oceans in a given year.” 17. “group determined that at least 46 percent of the plastic in the garbage patch by weight comes from a single product: fishing nets. Other fishing gear makes up a good chunk of the rest.” 18. “In 2013, the Virginia Institute of Marine Science estimated that lost and abandoned crab pots take in 1.25 million blue crabs each year.”
“CEO's reflections.” (n.d.). Tetra Pak. Retrieved from https://www.tetrapak.com/sustainability/ceo-reflections. 19. “As Tetra Pak’s newly appointed CEO, I’m proud to lead a company that has made sustainability a key priority for such a long time. We are living in a changed world – a world more aware of, and coming to terms with, the requirements of a sustainable future. For the food and beverage industry especially, this is a time of transition and change. Never before has sustainability been in sharper focus, and with emerging technologies and innovative thinking it is within our power to do something about it. With the United Nations Sustainable Development Goals as a framework to guide us, this is a responsibility I’m excited to deliver against.” 20. As a company committed to doing good – by consumers, customers, employees and society – sustainability is one of our biggest values and a critical component in the legacy we want to leave behind. Advances inspired by sustainability have helped us build success in our business and drive innovation for the food and beverage industry. Innovations such as aseptic solutions, e-beam technology, fully-renewable packaging, and low-carbon operations showcase how sustainability has always been at the core of who we are and what we do. 21. The dramatic shifts in the sustainability landscape within the last 18 months, including increased pressure on waste management, plastic materials and reusability, have challenged us to think differently about our approach to recycling and sustainable materials. In 2018, we strengthened our packaging portfolio innovation strategy with the THE “LEGACY” OF TETRA PAK 45
ambition that our packaging should be made from renewable and/or recycled packaging materials and fully recyclable, without ever compromising on food safety requirements. We have also signed the Ellen MacArthur Foundation New Plastics Economy Global Commitment and initiated partnerships with companies like Veolia in order to expand collaboration and accelerate global beverage carton recycling. Ultimately, we want all beverage cartons to be collected for recycling, and for no cartons to end up as litter or in a landfill.
“Bio-based polymers.” (n.d.). Tetra Pak. Retrieved from https://www.tetrapak.com/sustainability/ceo-reflections. 22. In 2011, we launched the industry's first caps made from bio-based polymers. Derived from Brazilian sugarcane ethanol, they look exactly the same as conventional caps but have a significantly lower carbon footprint. Where bio-based caps are available, customers can easily switch without additional investment or modifications to filling machines. Recyclability is not impacted, as the new materials are processed together with conventional polymers without restrictions. We can now offer bio-based caps for all advanced packaging formats. 23. By 2014, we had created the world's first fully renewable package for liquid food, the Tetra Rex® Bio-Based, made with bio-based cap, neck and film. By early 2018, we had delivered more than half a billion fully renewable packages to meet customer demand. In 2016, we also launched the Tetra Brik® Aseptic 1000 Edge with Bio-based LightCap™ 30. It is the first aseptic package to have a film and cap made from sugar cane-based plastic. Combined with the paperboard, this lifts the share of materials from renewable sources in the package to above 80 percent, the threshold for four-star certification from testing company TÜV Austria. 24. In 2017, we became the first company in the food packaging industry to have our climate impact reduction targets approved by the Science Based Targets (SBT) initiative. (SBTs typically cover operational greenhouse gas (GHG) emissions – the direct emissions a company makes because of, for example, the combustion of fuels.) 25. In March 2019, we signed the Ellen MacArthur Foundation's New Plastics Economy Global Commitment, and one of our pledges was to work with partners to increase recycling for PolyAl – a mix of polymers and aluminum that make up the non-fibre components of a beverage carton. 26. We believe that the economy of the future must be circular and low-carbon with a minimum climate impact across the entire food value chain. We are working to achieve this by delivering solutions with the lowest carbon footprint and highest efficiency, minimising the environmental impact on our own operations and working with partners to address the end-of-life of our products. And we are proud to be on track with our 2020 carbon emissions reduction ambitions.
“Food. people. futures.” (n.d.). Tetra Pak. Retrieved from https://www.tetrapak.com/sustainability/ceo-reflections. 24. “By understanding the diverse needs of our customers, we can create sustainable solutions to feed a fast-growing population. We also support individuals and communities in our business, our markets and our supply chains. By driving environmental innovation THE “LEGACY” OF TETRA PAK 46
across the lifecycle of our products and in our own operations, we are demonstrating how a company like ours can do more with less.” 25. Our goal is to create value for our customers through our products and services. We are constantly striving to develop new products and processes that fulfil this goal 26. Our customers use Tetra Pak equipment to process and package their products. We work with them to minimise waste and spoilage while reducing energy and water consumption – keeping efficiencies up and costs down. In this way, we help increase the value of our customers’ brand and lead the food industry towards sustainable growth.
“Sustainable packages.” (n.d.). Tetra Pak. Retrieved from https://www.tetrapak.com/sustainability/ceo-reflections. 27. Our ambition is to deliver a package that contributes to a low carbon and ultimately climate neutral circular economy, that is, a package made entirely from renewable and/or recycled materials that is fully recyclable, without ever compromising on food safety requirements. a. In 2018, we started to restructure our packaging portfolio innovation strategy around a vision of the ideal beverage carton package. This ‘ideal carton’ is made solely from renewable and/or recycled packaging materials, it is 100% recyclable, and it fits into a low carbon circular economy without ever compromising food safety requirements. 28. A Tetra Pak package has a thin layer of polymer, or plastic, to prevent moisture getting in or out and to keep the product inside fresh. It is also in our caps, closures and straws. Our long-term ambition is for all our chilled and ambient packages to use renewable and/or recycled polymers, with no further extraction of fossil feedstock necessary 29. Recycling is at the centre of a low-carbon circular economy that aims to reduce waste and keep materials in use for longer. All Tetra Pak carton packages are recyclable and can be transformed into a wide range of new products. We work to improve the recycling value chain wherever our cartons have a presence. As part of the EU plastics pledge, we commit to working with industry partners to ensure that by 2030, recycling solutions are in place for all components of beverage cartons across Europe. Our partnership with Veolia will enable all components of used beverage cartons collected within the European Union to be recycled by 2025. Around the world, one million tons of used beverage cartons are recycled every year. a. In early 2018, we pledged our support of the EU’s plastics strategy, an important part of the EU’s Action Plan for a Circular Economy. The pledge has three parts, and parts two and three are relevant here: Tetra Pak will substantially increase the use of plastics made from renewable feedstock; and use recycled plastics once they are validated as safe and are legally acceptable for use as a food contact material.
“What is the low-carbon circular economy?” (n.d.). Tetra Pak. Retrieved from https://www.tetrapak.com/sustainability/ceo-reflections. 30. Tetra Pak was founded on keeping food safe and available everywhere, and our packages and processing equipment are all designed to minimise the waste of food and beverages.
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Pagliaro, J. (2012). Tetra Pak family fortune tainted by scandal as heir's wife found dead in London home. Retrieved from https://www.thestar.com/news/world/2012/07/11/tetrapak_family_fortune_tainted_by_sc andal_as_heirs_wife_found_dead_in_london_home.html 34. The heirs of Tetra Pak have had a struggle with drugs, but used this struggle to raise awareness and donate to the issue of drug addiction in youth a. “Hans and Eva were large supporters of U.K. charity Mentor, which works to prevent and rehabilitate youth abusing alcohol and drugs.” 35. The Rausings are quite rich. a. “In the mid-90s, the Rausing family dethroned the Queen from the top of the Sunday Times list of the wealthiest people in the U.K. at $7.64 billion.”
Evans, M. & Marsden, S. (2012). “Billionaire heir Hans Rausing escapes jail for preventing his wife Eva's burial.” Retrieved from https://www.telegraph.co.uk/news/uknews/crime/9443573/Billionaire-heir-Hans- Rausing-escapes-jail-for-preventing-his-wife-Evas-burial.html. 36. Eva Rausing, the wife of Tetra Pak heir, Hans Kristian Rausing, was found dead in their home in 2012. She was 48 years old. 37. There was cocaine found her Eva’s system upon investigation of her death 38. Hans Kristian attempted to cover up his wife’s death, delaying the decaying process and preventing the smell of death from over taking his house. a. “Mr Rausing had attempted to mask the smell of his wife’s rotting remains by spreading a deodorizing powder around the body before suffering a breakdown and descending into an "oblivion" of chaotic drug abuse.” 39. The police were suspicious when they pulled Hans over and found drugs as well as a large amount of mail for Eva in Hans’s car. This caused them to follow him and search his home. 40. Eva and Hans lived in a $70 million home. He did plead guilty to covering her death.
Olson, E. (2012). “The sleepy corporate giant behind the Rausing fortune.” Retrieved from https://fortune.com/2012/07/16/the-sleepy-corporate-giant-behind-the-rausing- fortune/ 41. Tetra Pak is focusing on growing in China 42. “The company’s sales growth came from developing markets, and it has a “high reliance on growth in Asia,” Jonsson said in the company’s annual report for 2011.” 43. “Tetra Pak’s main business is no longer containers but rather selling the machinery to package juice, milk, soup, and other liquids, and it faces competitors that are developing machines that can package smaller volumes of liquids as well as China-based rivals that are moving into markets abroad, including Europe.” 44. “To allay concerns, Tetra Pak has committed to double its global recycling by 2020, to 40% of its 100 billion used beverage cartons. It also has joined a WWF initiative, along with companies like Coca-Cola (KO) and Nike (NKE), to cut 100 million metric tons of carbon dioxide emissions in an effort to address climate change.” 45. “Environmentalist groups estimate we use more than 500 million plastic straws every day in the U.S.” THE “LEGACY” OF TETRA PAK 48
46. “In the U.S., many cities are banning plastic straws. Seattle, Fort Meyers, Malibu and others have banned restaurants from giving them out.” 47. “Lofflin believes plastic straws are an easy way to get people started on reducing their plastic use.” 48. “Tetra Pak’s main concern is a straw’s overall performance. “If there are better alternatives, we are open to using them,” Abreu said. But until a durable, safe and affordable alternative is available, the company will just promote recycling.” 49. “Paper straws and bio-plastic straws cost more, and Reeves argues bioplastic straws aren’t as eco-friendly as the public thinks.” 50. “Many biodegradable straws are made of polylactic acid. Reeves said these PLA straws can only decompose in an industrial composting facility, and U.K. facilities don’t take PLA straws. In the end, biodegradable straws often end up in a landfill. He calls the biodegradable label on these straws nothing more than “guilt-free packaging.” 51. “Paper straws don’t have this flaw, but they are less durable and more expensive than plastic options.” 52. “As for plastic recycling, the human track record so far is pathetic. Of the 6.9 billion tons of plastic waste ever created, almost 80 percent of it has ended up in landfills or the environment.”
Kottasová, I. (2018). “Plastic straw makers brace for ban.” Retrieved from https://search.proquest.com/agricenvironm/docview/2007471378/64948B83166C4D68P Q/11?accountid=14788 53. “Research shows there will be more plastic than fish by weight in the world's oceans by 2050, and straws are a major factor because the vast majority are never recycled.” 54. “The Marine Conservation Society estimates that 8.5 billion single-use plastic straws are thrown away every year in the UK alone.” 55. “Plastico, a leading manufacturer of plastic tableware in the UK, has started selling straws made from alternative materials, such as paper and plant-based substances. Drinkstuff, a catering equipment retailer, saw a dramatic increase in demand for more environmentally friendly straws last year, spokesman Buzz Seager told CNN plastic straws are now among the top 10 waste items found on beaches.” 56. “John Sidanta, the founder and CEO of Primaplast, said straws made from biodegradable plastic are currently five to six times more expensive than standard plastic products.” 57. “To help solve the problem, Plastico has recently started offering to take back waste from its customers.” 58. Tetra Pak cartons are possible to recycle, but it requires specific technology. a. “Recycling Tetra Pak cartons is possible, but only if you have the right systems and technology in place,” 59. It is possible when recycling Tetra Pak cartons to make roofing tiles of the recycled material. But this roofing is then more expensive than their alternatives a. “Tetra Pak cartons can be made into corrugated roofing tiles – utilising between 95% and 97% of the multi-layered packaging in the process. - but these roofing tiles are then the more expensive option.” 60. In Vietnam, Tetra Pak has partnerships with two facilities: Dong Tien and Thuan An. These plants are responsible for recycling Tetra Pak materials for Vietnam. Dong Tien THE “LEGACY” OF TETRA PAK 49
states they struggle with recycling Tetra Pak items, and end up recycling around 1% of Tetra Pak cartons from Vietnam. 61. “When the Guardian asked Tetra Pak who was recycling their waste, the company told us that there were two facilities in the country: Dong Tien plant in Binh Tanh and Thuan An in Binh Duong.” a. There is confusion and different reports of numbers between Tetra Pak and Dong Tien of how much is being recycled - Tetra Pak reports higher percentages (20% vs. 1%) 62. Tetra Pak acknowledges it needs to do better. They say they are working with government and partners to better their recycling process.
Earthly Directions EcoPack (Pty) Ltd. (2019, March 22). “The pros and cons of PLA Straws.” Retrieved from https://ecopack.co.za/the-pros-and-cons-of-pla-straws/ 63. “Plastic straws (like most plastics) are non-biodegradable, meaning that it can’t be naturally broken down by decomposers. They also aren’t accepted by recycling facilities because they can jam recycling machinery (due to their small size).” 64. “when plastics break down, they can release toxic chemicals like bisphenol-A (BPA). This chemical is carcinogenic, and messes with hormones in marine animals (and humans too, for that matter).” 65. “Americans use about 350 million plastic straws every single day. Plastic straws are also the 6th most common trash item found during ocean cleanups.” 66. “For some people with disabilities, straws are the only way they can drink. An outright ban on plastic straws would create an accessibility problem for disabled people while dining in public.” 67. “paper can be bitten through or broken easily. As for reusable straws, they aren’t flexible as plastic ones and can be easily forgotten at home.” 68. “possible alternative solution could be to encourage businesses to only give out plastic straws on request. This way, disabled people can continue to be served, while also reducing the number of plastic straws that we use.” 69. “Paper straws cost on average around 2.5 cents ($0.025), whereas plastic straws cost only half a cent ($0.005). While an extra two cents may not seem like a lot, it could make a difference for some businesses that depend on plastic straws.” 70. “In fact, plastic straws only make up around 0.03 percent of total plastic waste by mass. By comparison, an estimated 46 percent of all pollution in the ocean is made up of lost or abandoned fishing gear (Vox).” 71. “By itself, a plastic straw ban is unlikely to have a large impact on the environment. Without proper education, few people would know the purpose of the ban, and they would continue using other single-use plastics which could be even worse for the environment. “ 72. “However, if a plastic straw ban is properly implemented with education about single-use plastics, then the ban could encourage the public to reduce their usage of other single-use plastics as well.” 73. “plastic straw ban could also act as a gateway into other single-use plastic bans for items like plastic bottles and plastic bags, which are worse for the environment than plastic straws.”
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Gibbens, S. (2019, January 2). “A brief history of how plastic straws took over the world.” Retrieved from https://www.nationalgeographic.com/environment/2018/07/news-plastic- drinking-straw-history-ban/ 74. “Eight million tons of plastic flow into the ocean every year, and straws comprise just 0.025 percent of that.” 75. “At the beginning of July 2018, Seattle became the largest U.S. city to ban plastic straws.” 76. “Starbucks plans to phase out plastic straws by 2020. McDonald’s recently announced it will ban plastic straws at its U.K. and Ireland restaurants. Bon Appétit Management, a food service company with 1,000 U.S. locations, announced last May it will phase out plastic straws. Alaska Airlines will be one of the first airlines to phase out plastic straws and stirrers, in part thanks to an environmentally conscious girl scout.” 77. “Thanks to plastics, newly flush Americans had a never-ending smorgasbord of affordable goods to choose from,” writes Freinkel.” 78. “Some companies have jumped into the fray by manufacturing metal and glass straws that environmentally conscious consumers can buy for personal use, though they lack the disposability of paper and plastic from which restaurants benefit.” 79. “He says regulation that focuses just on straws, or any one specific product, misses the point.” a. “The focus on individual products takes our focus away from more necessary discussions on how we bring waste management to places that need it the most desperately,” he says. “We think it would be better if straws weren't automatically provided but available should a consumer need one.”
“Plastic pollution coalition.” (2019). Retrieved from https://www.plasticpollutioncoalition.org/ 80. “Plastic Pollution Coalition is a growing global alliance of individuals, organizations, businesses, and policymakers working toward a world free of plastic pollution and its toxic impacts on humans, animals, waterways, oceans, and the environment.” 81. “Worldwide reliance on disposable plastic packaging is overwhelming our planet.”
Kussin, Z. (2019, July 9). “Metal drinking straw impales UK woman's brain, killing her.” Retrieved from https://nypost.com/2019/07/09/metal-drinking-straw-impales-uk- womans-brain-killing-her/ 82. “The November 2018 death of Broadstone, England, resident Elena Struthers-Gardner has just been ruled accidental. According to the Daily Echo, the 60-year-old woman collapsed in her kitchen while holding a glass — whose 10-inch steel straw drove through her left eye socket and pierced her brain.” 83. “‘I just feel that in the hands of mobility-challenged people like Elena, or children, or even able-bodied people losing their footing, these [straws] are so long and very strong,’ said Mandy. ‘Even if they don’t end a life, they can be very dangerous.’” 84. “‘Clearly great care should be taken when using these metal straws,’ assistant coroner Brendan Allen tells the Daily Echo in a statement. ‘There is no give in them at all.’”
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“Plastic straws - a recycling problem.” (2019). Retrieved from https://www.mydisposal.com/plastic-straws. 85. Plastic straws are too lightweight to make it through the mechanical recycling sorter. They drop through sorting screens and mix with other materials and are too small to separate, contaminating recycling loads or getting disposed as garbage. Because straws are non-recyclable, they end up landfills. Internationally they frequently end up in rivers and oceans. 86. Many other family owned businesses are removing straws from their restaurants. The best way to do your part is to ask your server to leave the straw behind.
“New Tetra Pak CEO appointed.” (2019, January 24). Tetra Pak. Retrieved from https://www.tetrapak.com/about/newsarchive/new-tetra-pak-ceo. 87. Past Tetra Pak president stepped down in early 2019 after 14 years as president and 36 years in the company 88. New president was appointed in April 2019 89. He has been a part of the company since 1993
Working with the WWF. (n.d.). Tetra Pak. Retrieved from https://www.tetrapak.com/sustainability/cases-and-articles/working-with-the-wwf 90. Tetra Pak has a partnership with the World Wildlife Fund to make sure the forests they get materials from are responsibly managed. 91. Tetra Pak has had a partnership with the WWF for over 10 years.
Kellgren-Fozard, J. [Jessica Kellgren-Fozard]. (2018, August 3). Retrieved from https://www.youtube.com/watch?v=4IBH0pcKzlY&t=43s 92. Plastic straw alternatives have a lot of cons for people with disabilities a. They can be hard to position b. They can be an allergy risk c. They are a choking hazard d. They may not be affordable
Gerlikovski, P. (2019, Oct. 12). Personal Interview 93. Google ad words can be used as advertising a. Some plans won’t charge the company until someone actually clicks on the ad b. Downside is you may have to bid against other advertisers for top spot c. Can be regionally done 94. Companies can set aside a certain amount of money to advertise on social media platforms. Once the money runs out, advertising stops 95. Companies can see how many people view their videos to a certain percentage. For example, they can plan out that anyone who watches their advertisement through 50% will not be shown that video again, but a different advertisement instead. 96. You can implement a rifled approach - meaning people on Facebook who like alternative products, the environment, etc. can be shown ads specific to their interests. a. Those with disabilities, caretakers, nursing homes can be shown different types of advertisements. 97. snacks for focus groups - $30-50/session THE “LEGACY” OF TETRA PAK 52
98. Facebook ads: a. Market towards specific demographics - rifled approach i. People with disabilities/their caretakers/nursing homes 1. United front - show how Tetra Pak is committed to developing products good for the environment AND good for them ii. Alternative straw lovers 1. Market alternatives - paper straws they are working on, new models of plastic straws, etc. iii. Pay: per per impressions 99. Website ads/pop up banners/skyscrapers (vertical on side)/expanding/ a. Ads specific to types of websites (disability-based, caretakers, environmentally conscious but activists b. Some pay per click (cpc) 100. Google ad words: people google in “plastic straw alternatives,” “plastic straw,” “straw” a. Downside: bidding with others to get first ad placements
Koons, K. (2019, July 22). How much does it cost to hire a social media manager? Retrieved from https://www.upwork.com/hiring/marketing/cost-to-hire-social-media-manager/. 101. Social media manager: a. Various price ranges: Account management base price for 2 channels $2,500 - $10,000
“Average environmental specialist salary.” (2019). Retrieved from https://www.payscale.com/research/US/Job=Environmental_Specialist/Salary 102. consultants (environmental specialist): a. Salary: Average $54,547 b. Average Hourly Rate: $18.62
Bergeron, D. (2013, December 2). “What do agencies charge?” Retrieved from https://www.everbrave.ca/what-do-agencies-charge/ 103. advertising company: a. It was typically monetized based on the ‘ad spend’ where the agency would purchase the media on behalf of the client, and received a 10%-20% commission on the media spend itself. So if a client spent $2,000,000 per year on ‘media’, the agency would see a 15% cut ($300,000 in this case) and provide the creative as a part of the service. While the models and commissions usually varied a little bit, it was a fairly simple formula. b. Hourly rates in the industry vary widely. You can expect fees from as little as $40/hour from a stay at home freelancer (unexperienced) to $300/hour for Creative / Strategic Direction at global ad agencies. In our region (western Canada), a typical agency rate band will be between $100 & $175 per hour for services ranging from project management to graphic design, illustration, programming or creative direction.
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“How much does marketing cost?” (2018, January 10). Retrieved from https://www.thumbtack.com/p/marketing-cost 104. Marketing Agencies: Average Cost $50-70 105. Hourly rates vary, often based on the agency or consultant’s experience, training and geographic location. For example, freelance marketing consultant James L. Torti of Carlsbad, California, charges $153 per hour. 106. The national average cost for social media marketing services is $547 per project, while hourly rates can range anywhere from under $75 to over $200 per hour, depending on the company or the consultant.
“Media composer licensing options.” (2018). Retrieved from https://www.avid.com/static/resources/common/documents/datasheets/media_composer/ media_composer_license_comparison_guide_cs_a4.pdf 107. Avid software runs on a subscription system, the monthly cost is $74.99 with various discounts for year, two or 3 year agreements 108. Various add-ons and other software options are available for an additional cost 109. More specifics of cost can be found on the brochure above
“Creative cloud pricing and membership plans: Adobe creative cloud.” (2019). Retrieved from https://www.adobe.com/creativecloud/plans.html. 110. Two prices listed for subscription for businesses ($79.99 per month for photoshop plus unlimited other applications or $33.99 per month for just the photoshop program)
Frederiksen, L. (2019. Oct. 14). “What is the cost of video production for the web?” Retrieved from https://hingemarketing.com/blog/story/what-is-the-cost-of-video- production-for-the-web. 111. Editors 112. Directors 113. actors/animators 114. graphic designer 115. Professional quality ranges from $5,000 – $20,000 for a 1-2 minute video
Buy publisher. (n.d.). Retrieved from https://www.microsoft.com/en- us/p/publisher/cfq7ttc0k7c3?=&ef_id=Cj0KCQjw84XtBRDWARIsAAU1aM0nYIIePhT SX6MLI6kDDdA- U02vezg6ly_v99VlbqDfppDTqiTIycwaAqzaEALw_wcB:G:s&OCID=AID2000136_SE M_XMW5fixc&MarinID=sXMW5fixc|340719598946|publisher|e|c||59551820300|aud- 473968998673:kwd- 17276741&lnkd=Google_O365SMB_NI&gclid=Cj0KCQjw84XtBRDWARIsAAU1aM0 nYIIePhTSX6MLI6kDDdA- U02vezg6ly_v99VlbqDfppDTqiTIycwaAqzaEALw_wcB&activetab=pivot:overviewtab. 116. The publisher application for any user costs $129.99
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McLeod, B. (2018, February 27). How much does it cost to advertise on YouTube in 2019? Retrieved from https://www.bluecorona.com/blog/how-much-does-it-cost-to-advertise- youtube 117. “With YouTube advertising, you pay per video view. So how much does advertising on YouTube cost? A typical video ad runs between $.10 and $.30 per view, depending on your video quality, your targeting, and your overall goal.”
Gilbert, P. (2017, May 6). “How much do banner ads cost?” Retrieved from https://www.digitalinformationworld.com/2017/05/how-much-do-banner-ads-cost.html 118. “Banner ad cost is characteristically calculated according to its “number of impressions,” with one impression equivalent to a single page view by a web user. Rates can go as low as 50 cents per one thousand impressions (CPM). This means that for 50 cents, your banner ad can be displayed 1,000 times. On the other hand, there are some websites which charge a one-off fee for a particular time period. The final amount depends on your banner ad’s position, size, and the audience of the website you’re advertising on. A banner advertising campaign typically lasts for at least a month.”
Danigelis, A. (2019, July 17). “Tetra Pak field tests paper straws for beverage products in Europe.” Retrieved from https://www.environmentalleader.com/2019/07/tetra-pak- paper-straws-europe/ 119. Material a. sample products - company will be losing money i. Tetra Pak is already making plant based straws and field test them in July. They also are calling arms to others to start this initiative and are working with environmentalist o how to do this ii. “Tetra Pak says their customers have started field testing the company’s paper straws for beverage products in Europe. These straws are made from FSC-certified paper and recyclable along with the rest of the beverage packaging, according to the carton packaging manufacturer.” iii. “This is an important step in our vision to deliver a package made entirely from plant-based packaging materials, contributing to a low-carbon circular economy,” said Tetra Pak president and CEO Adolfo Orive. iv. Tetra Pak’s leadership said that the entire supply base for paper straws must expand and grow quickly in order for the industry to reach a low- carbon circular economy. 1. “We invite all suppliers and customers to use our knowledge and join forces with us to ramp up production as quickly as possible,” Orive said. v. “When Tetra Pak studied Millennials last year, they discovered that drink packaging with a resealable cap over a straw is in demand among this consumer group. The company aims to replace fossil fuel based plastics straws and is investing nearly $90 million in developing paper straws, tethered caps, and other solutions this year to 2021.” vi. biodegradable options like biodegradable polymers derived from plant- based materials called polyhydroxyalkanoates (PHAs).
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“How much does it cost to print catalogs?” (2019, October 3). Retrieved from https://www.conquestgraphics.com/blog/conquest-graphics/2018/10/10/how-much-does- it-cost-to-print-catalogs 120. Media Cost a. Advertising (catalog): i. This is a catalog price calculator: for 1000 catalogs it would be 2,553.90 ii. Like 2.55 per one iii. 96 pages, 4 cover 92 inside
Koons, K. (2017, December 7). “How much does it cost to hire a social media manager?” Retrieved from https://www.upwork.com/hiring/marketing/cost-to-hire-social-media- manager/ 121. social media manager - $55-200/hour or$100/hour
MacKay, B. (2018). “Facilitator economics: Your top money questions answered.” Retrieved from https://northstarfacilitators.com/2015/11/facilitator-economics-your-top-money- questions-answered/ 122. Facilitator: (new) $1500-2000, (Experienced) 3000-5000/day $150-350/hour
Qualtrics Representative (2019, October 9). [Phone interview by author]. 123. Qualtrics - $10,000 - $20,000 per year
Rudder, A. (2019, May 20). “Local & national TV advertising costs & how to advertise 2019.” Retrieved from https://fitsmallbusiness.com/tv-advertising/ 124. Advertising for focus groups a. TV $5-34 local, Google - $2.69/click, Facebook - $1.86/click
“How much does it cost to rent a meeting room?” (2019). Retrieved from https://www.contactpointe.com/company/how-much-does-it-cost-to-rent-meeting- room/?matchtype=b&network=g&device=c&adposition=1t2&keyword=&gclid=Cj0KC QjwivbsBRDsARIsADyISJ_55GpiTf4TySV3kvTVM2c3rOvhAo0LE- 2SU8PpTmiINvEeULVZVjYaAnEgEALw_wcB 125. Equipment & Facilities a. space to conduct focus group - $75-165/hour
“Average cost of office printing.” (2019) Retrieved from http://tbscopy.com/average/ 126. Administrative Costs a. paper for survey in focus group - 0.03/page within a business
Storyhunter, (2019, April 12). “Everything you need to know about video production costs.” Retrieved from https://blog.storyhunter.com/everything-you-need-to-know-about-video- production-costs-2c93e64de5a1. 127. Costs of video production vary depending on quality, technology used and time a. A 3 day shoot could cost $3,000 - $8,000 when costs of editors, directors, sound technicians, etc. are considered
THE “LEGACY” OF TETRA PAK 56
Appendix B
KISS Chart: People with Disabilities
KNOW - They have no control over what they need assistance with - Everyone with a disability is unique - no one product will work for every person who is disabled - If plastic straws are banned, they need an alternative - Legally protected by the Americans with Disabilities Act
INFER - They don’t want to be “poster children” for a plastic straw company - Just because they may need plastic straws, doesn’t mean they don’t appreciate the environment - Don’t want to have to ask for a straw because they would have to out themselves as disabled
SO WHAT TO DO - Ask them for help in implementing solutions - Include them on the conversation - Acknowledge straws as a necessity, not a convenience - SO WHAT NOT TO DO - Don’t use them as an excuse for needing plastic straws - Don’t compare their needs to environmental needs - Don’t assume they support big companies like Tetra Pak - Don’t blame them for needing plastic straws
THE “LEGACY” OF TETRA PAK 57
Appendix C
KISS Chart: Tetra Pak Employees
KNOW - They want a low-key PR campaign - European-based company - higher-ups may be located in European Countries - Have locations all over the world - including Fond Du Lac, WI - presumably people wanting this campaign are national - Plastic straws are a very small percentage of what these people sell and produce - Have initiatives in place to lessen their plastic waste
INFER - They don’t want a lot of attention on them as people fighting the plastic straw ban - They wish this problem never started - They want an easy solution - They want the issue to go away - They want to make the most money in the least amount of time and effort
SO WHAT TO DO - Encourage them to be the kick starters in launching better plastic usage and recycling initiatives - Commend their current efforts in trying to have less of an environmental impact - Show them the projection of how spending more time and effort on this initiative is good in the long run
SO WHAT NOT TO DO - Don’t attack them as not doing enough - Don’t tell them how they need to change - encourage them to adapt instead - Don't make it into an order but rather a companywide initiative
THE “LEGACY” OF TETRA PAK 58
Appendix D
KISS Chart: Vendors
KNOW ● Sign a contract with Tetra Pak to use their machinery and plastic goods ● Are choosing Tetra Pak for their various business needs
INFER ● Want the most affordable/cost effective and efficient option for their company ● Might also be concerned with environmental issues, especially if customers are voicing their thoughts (Depends on the type of vender) ● May or may not be aware of the recent conversations about straws - depending on the scope of the company ● Won’t want much change to products, pricing, and contracts ● Want easiest solution possible
SO WHAT TO DO ● Remember that the vendors are “customers” - them, and their respective customers’ needs are important ● We want a solution that may be simple, but is also cost effective for various scopes of businesses and customers
SO WHAT NOT TO DO ● Ignore the needs of vendors or their customers ● Disregard the effect that the size of company has on their Tetra Pak needs (a smaller company will need a more affordable option because their revenue is lesser) ● Disrespect or change contracts with vendors
THE “LEGACY” OF TETRA PAK 59
Appendix E
KISS Chart: Consumers
KNOW ● Need Straws to drink ● Busy lives ● Physiological believe ● Use plastic straws for convenience: have children(possibly)/vehicle reliable
INFER ● They will need time to adjust ● May not like the changes ● Inexpensive option ● Straw is given to them freely - i.e. a restaurant ● Drink tastes better with a straw ● Limits spills ● Easy option ● Safety
SO WHAT TO DO ● Give them a similar option if alternatives are the solution ● Work with them for better options (testing and focus groups) ● Provide alternative products that are also inexpensive ● Education on better ways to recycle ● Promote reusable Tetra Pak plastic straws if they are insistent on plastic products
SO WHAT NOT TO DO ● Take away plastic straws ● Don't tell them to just adapt ● Tell them they are wrong or using an alternative is not any different ● Don’t expect go against social norms ● Cannot expect parents to have these bottles and straws always on hand ● Cannot expect to spend extra money on alternative products.
THE “LEGACY” OF TETRA PAK 60
Appendix F
KISS Chart: Environmentalists
KNOW ● Care about the planet ● Know they want to remove the waste ● Try to clean up the environment.
INFER ● Do not want plastic companies to continue making harmful products ● Want to take action to clean the planet and prevent further plastic pollution ● Against companies that produce plastic
SO WHAT TO DO ● Try to work with the environmentalists so they know what we are trying to accomplish ● Convince them that we are trying to help and educate on recycling
SO WHAT NOT TO DO ● Do not tell them about us continuing to run our other products ● Do not mention how our products are needed ● Do not mention previous family problems or history ● Do not bring up our association with previous law problems- Must appear to have social responsibility
THE “LEGACY” OF TETRA PAK 61
Appendix G
Audience “Lions” Effect on Channel Audience Audience Goal for Group Preferenc Belief Concerns Group es
People with Activists/public Necessity Any Necessity Quality of Allow disabilities speakers channel life is them to be More than Left out affected - heard & YouTubers convenience Local of the independe represente communit banning nce d Examples: ies/suppor conversati Steven Hawking, t groups on Experienc Validation Claire Wineland e is not Means for being independe heard nce
Tetra Pak CEO’s Change Business Decisions Long term Get them production communic are right effect on on board Board Members ations for the company Paycheck company and job See the Managers Internal need for Culture & (memo, Don’t see Paycheck change cultural newsletter a need for statements s, change Where do Big meetings) we go? picture Core values Straw issue is a What is Recognize fad/trend going to the change? environm (details) ental impact
Simplify the issue
Vendors Top Finance Meeting It’s Extent of Stay with clients/vendors working their Tetra Pak Standards or Face-to- because control Heavy hitters culture face they are Convince making Their them of Most impactful Effect on Contract money customers need contracts Email /clients (business See the Relationship comm) benefit Money - between will it vendors and Extent of make a company their profit? control THE “LEGACY” OF TETRA PAK 62
Environmenta Coalitions Helping their All Good for Pushback Want lists causes channels planet from other them to Activists groups see that Push for action Websites Plastic we are and social straws They are trying to Have most to media have an minority? work with gain from a affect them, not straw ban against That they them are right - care about the issue
Consumers Celebrities Changing/losin Social Have Safety and Allow for g a product media access to affordabili adaptation Big companies a good ty , Adapting to Ads/mark product education Retailers new products eting Effort/con & Convenie venience/t participati Product quality nce ime on
Cost Affordabil ity and safety
THE “LEGACY” OF TETRA PAK 63
Appendix H
Case #1 Survey Questions
Start of Block: Informed Consent
Q1 Hello, Thank you for your interest in our survey.
INFORMED CONSENT FORM
Title: Plastic Straw Questionnaire Investigators: Megan Coenen, Emily Gerlikovski, Mariah Lorfeld, Jan-Marie Matthysse, Katie Turkiewicz
Purpose of Research: This study is being conducted to better understand survey respondent's opinions on plastic straws.
Procedures: Participation will be voluntary based and will be offered to all those with a link. The data will be collected in the format of a survey done by the application called Qualtrics. The Qualtrics survey will collect data anonymously so there will be no access to personal knowledge by the data collectors.
Benefits: There are no direct benefits for participants; however, your participation and responses to the survey will be used to better understand individual's opinions on plastic straws.
Risks: The risks associated with participation are minimal. Participants may experience normal anxiety associated with questions about one's self when it comes to the survey process and the questions they have to answer.
Safeguards: The information you provide will be kept strictly confidential. Your data will be stored in a password protected data file. Your participation is completely voluntary, and you may withdraw from this study at any time without penalty, prejudice, or loss of benefits to which you would otherwise be entitled. Questions concerning the research or to receive a report of the results of this study should be directed to Katie Turkiewicz at (920) 465-2481 and [email protected]. Any questions or concerns about your rights as a research participant should be directed to Illene Cupit, Chair of the Institutional Review Board, (920) 465-2703, [email protected]. By selecting "yes" below, you are agreeing to having been informed of the purpose, benefits, and risks of participating in this study. You are agreeing to have been given the opportunity to ask questions and have them answered to your satisfaction. You are at least 18 years of age, and you agree to participate in this study.
o Yes (1) THE “LEGACY” OF TETRA PAK 64
o No (2)
Skip To: End of Survey If Q1 = No
End of Block: Informed Consent
Start of Block: Informed Consent/Straw Usage
Q2 How often do you use any type of straw to drink?
o Everyday (1)
o A few times a week (2)
o A few times a month (3)
o A few times a year (4)
o Never (5)
- Skip To: End of Block If Q2 = Never
Q3 What types of straws have you used? Select all that apply.
▢ Plastic (1)
▢ Metal (2)
▢ Paper (3)
▢ Silicone (4) THE “LEGACY” OF TETRA PAK 65
▢ Glass (5)
▢ Bamboo (6)
▢ Other (7) ______Display This Question: If Q3 = Plastic
Q4 How often do you use a plastic straw?
o Everyday (1)
o A few times a week (2)
o A few times a month (3)
o A few times a year (4)
o Never (5)
Display This Question: If Q4 != Never
Q5 Why do you use a plastic straw? Select all that apply.
▢ Convenience - most places offer plastic straws (1)
▢ The drink tastes better (2)
▢ I have a disability that requires it (3)
▢ I don’t like the alternatives (4) THE “LEGACY” OF TETRA PAK 66
▢ It’s the only thing available to me (5)
▢ Other (6) ______
Q6 Do you own a plastic straw alternative? Select all that apply.
▢ None (1)
▢ Metal (2)
▢ Paper (3)
▢ Silicone (4)
▢ Glass (5)
▢ Bamboo (6)
▢ Other (7) ______
Q7 How often do you use a plastic straw alternative?
o Everyday (1)
o A few times a week (2)
o A few times a month (3) THE “LEGACY” OF TETRA PAK 67
o A few times a year (4)
o Never (5)
Display This Question: If Q7 != Never
Q8 Why do you use an alternative straw? Select all that apply.
▢ I don’t like plastic straws (1)
▢ I got my alternative straw as a gift (2)
▢ I believe my alternative straw is better for the environment (3)
▢ Peer pressure (4)
▢ I prefer the experience of using my alternative straw (5)
▢ e. Other (6) ______
Q9 How often do you use a straw with hot drinks, such as hot chocolate or coffee?
o Everyday (1)
o A few times a week (2)
o A few times a month (3)
o A few times a year (4) THE “LEGACY” OF TETRA PAK 68
o Never (5)
End of Block: Informed Consent/Straw Usage
Start of Block: Plastic Straw Ban
Q11 Are you aware of the current proposals across the world regarding banning plastic straws?
o Yes (1)
o Somewhat (2)
o No (3)
Skip To: Q15 If Q11 = No
Q12 What are your opinions of the plastic straw ban?
o I agree with banning plastic straws altogether (1)
o I somewhat agree with banning plastic straws (2)
o I do not agree with banning plastic straws at all (3)
o I have no opinion on the matter. I do not care either way (4)
Q13 Would you be willing to ask for a plastic straw at a restaurant that does not automatically give them out with drinks?
o Yes (1)
o No (2)
o Not sure (3) THE “LEGACY” OF TETRA PAK 69
Q14 Which of these alternatives to banning plastic straws would you be open to? Select all that apply.
▢ Getting better recycling programs for plastic straws, such as plastic straws having a
designated way to be recycled. (1)
▢ Making plastic straws that can be more easily recycled, meaning the way plastic straws
are made and what they are made of should change. (2)
▢ Allowing plastic straws to be an option, meaning people would need to ask for one at a
restaurant. (3)
▢ Offering more education on how to recycle plastic straws and what their impact is on the
environment. (4)
▢ e. Other (5) ______
▢ I do not think plastic straws should be banned at all. (6)
Q15 How big of a negative environmental impact do you believe plastic straws have?
o Huge: Plastic straws are one of the biggest, negative contributors to issues with our environment. (1)
o Moderate: Plastic straws have a moderate impact on the environment. They are not good for the environment, but there are worse products out there with a greater, negative impact. (2)
o Slight: Plastic straws do not have much of a negative impact on the environment, but they do slightly hurt our environment. (3)
o None: Plastic straws have no impact on the environment. (4) THE “LEGACY” OF TETRA PAK 70
End of Block: Plastic Straw Ban
Start of Block: Recycling
Q17 Do you recycle in your general, everyday life?
o Yes (1)
o No (2)
o Not sure (3)
Q18 How well do you believe you understand general recycling guidelines?
o I have a great understanding of how to recycle (1)
o I have a moderate understanding of how to recycle (2)
o I have very little knowledge about recycling (3)
o I have no knowledge of recycling (4)
Q19 Do you think you understand how to recycle plastic straws?
o Yes (1)
o No (2)
o Not sure (3)
Q20 What do you do with a single-use plastic straw after using it? Select all that apply. THE “LEGACY” OF TETRA PAK 71
▢ Throw it away with the trash (1)
▢ Wash it to use again (2)
▢ Recycle it (3)
▢ Put it inside something else and throw it away in the trash (4)
▢ Put it inside something else and recycle both items (5)
▢ Other (6) ______
End of Block: Recycling
Start of Block: Tetra Pak
Q22 Are you familiar with the company Tetra Pak?
o Yes (1)
o No (2)
o Not sure (3)
Display This Question: If Q22 = Yes
Q23 Do you have a positive view of Tetra Pak?
o Extremely positive (1)
o Moderately positive (2) THE “LEGACY” OF TETRA PAK 72
o Slightly positive (3)
o Neither positive nor negative (4)
o Slightly negative (5)
o Moderately negative (6)
o Extremely negative (7)
End of Block: Tetra Pak
Start of Block: Demographics
Q25 What is your age?
o 18-24 years old (1)
o 25-34 years old (2)
o 35-44 years old (3)
o 45-54 years old (4)
o 55-64 years old (5)
o 65 years or older (6)
o Prefer not to say (7)
Q26 What is your individual annual income level?
o Less than $20,000 (1) THE “LEGACY” OF TETRA PAK 73
o $20,000 - $50,000 (2)
o $51,000 - $100,000 (3)
o More than $100,000 (4)
o Prefer not to say (5)
Q27 What type of community do you live in?
o Big city (population above 300,000) (1)
o Medium city (population between 100,000 and 300,000) (2)
o Small city (population below 100,000) (3)
o Big town (population above 10,000) (4)
o Small town (population at 10,000 or below) (5)
o Rural area (population less than 1,000) (6)
o Other (7) ______
o Prefer not to say (8)
Q28 What is your gender?
o Cisgender Female (assigned female at birth, identify as female now) (1)
o Cisgender Male (assigned male at birth, identify as male now) (2) THE “LEGACY” OF TETRA PAK 74
o Transgender (3)
o Gender Fluid (4)
o Other (5) ______
o Prefer not to say (6)
Q29 What is your sexuality?
o Heterosexual (1)
o Homosexual (2)
o Bisexual (3)
o Asexual (4)
o Pansexual (5)
o Other (6) ______
o Prefer not to say (7)
Q30 What is your ethnicity?
o Caucasian (1)
o Hispanic or Latino (2)
o Black or African America (3) THE “LEGACY” OF TETRA PAK 75
o Native American or America Indian (4)
o Asian/Pacific Islander (5)
o Other (6) ______
o Prefer not to say (7)
Q31 What is your education level?
o Some high school, no diploma (1)
o High school graduate, diploma or the equivalent (GED) (2)
o Some college credit, no degree (3)
o Trade/technical/vocational training (4)
o Associate degree (5)
o Bachelor’s degree (6)
o Master’s degree (7)
o Doctorate degree (8)
o Other (9) ______
o Prefer not to say (10)
End of Block: Demographics
THE “LEGACY” OF TETRA PAK 76
Appendix I
Budget Breakdown Products Personnel: $125,000 - Environmental consultant: $55,000 (Average environmental specialist -$125,000 = $0 salary, 2019) Material: - Money loss on sample products: est. $55,000 Media: - Catalogs: $5,000 (How much does it cost to print catalogs?, 2019) Equipment/facilities: - Lab products: est. $8,000 Administrative: - Random costs: est. $2,000
United Front Personnel: $50,000 - Focus group facilitator: $9,000 (MacKay, 2019) -$25,000 = $25,000 Material: - Qualtrics: $10,000 for a year (Qualtrics Representative, 2019) *25,000 emergency Media: money - Advertising for focus groups: $500 - Incentives for focus groups: $2,000 Equipment/facilities: - Focus group rental space: $2,000 Administrative: - Snacks for focus groups: $500 - Random: $1,000
Education Personnel: $325,000 - Social media manager: $40,000 (Koons, 2017) -$325,000 = $0 - Advertising consultant: $45,000 (20% commission on $225,000 spent) (Gerlikovski, 2019) Material: - Production software and computers: $10,000 Media: - Facebook advertising: $100,000 (Gerlikovski, 2019) - YouTube advertising: $50,000 (Gerlikovski, 2019) - Website advertising: $25,000 (Gerlikovski, 2019) - Google AdWords: $20,000 (Gerlikovski, 2019) Equipment/facilities: - Production for producing advertisements: $30,000 (Frederiksen, 2019; Storyhunter, 2019) Administrative: - photocopying/random costs: $5,000
** References have their own references page following this chart
THE “LEGACY” OF TETRA PAK 77
References
Average environmental specialist salary. (2019). Retrieved from https://www.payscale.com/research/US/Job=Environmental_Specialist/Salary.
Buy publisher. (n.d.). Retrieved from https://www.microsoft.com/en- us/p/publisher/cfq7ttc0k7c3?=&ef_id=Cj0KCQjw84XtBRDWARIsAAU1aM0nYIIePhT SX6MLI6kDDdAU02vezg6ly_v99VlbqDfppDTqiTIycwaAqzaEALw_wcB:G:s&OCID= AID2000136_SEM_XMW5fixc&MarinID=sXMW5fixc|340719598946|publisher|e|c||59 551820300|aud-473968998673:kwd- 17276741&lnkd=Google_O365SMB_NI&gclid=Cj0KCQjw84XtBRDWARIsAAU1aM0 nYIIePhTSX6MLI6kDDdA- U02vezg6ly_v99VlbqDfppDTqiTIycwaAqzaEALw_wcB&activetab=pivot:overviewtab.
Frederiksen, Lee. (2019. Oct. 14). “What is the cost of video production for the web?” Hinge Marketing, https://hingemarketing.com/blog/story/what-is-the-cost-of-video-production- for-the-web.
Gerlikovski, P. (2019, Oct. 12). Personal Interview
How much does it cost to print catalogs? (2019, October 3). Retrieved from https://www.conquestgraphics.com/blog/conquest-graphics/2018/10/10/how-much-does- it-cost-to-print-catalogs.
Koons, K. (2019, July 22). How much does it cost to hire a social media manager? Retrieved from https://www.upwork.com/hiring/marketing/cost-to-hire-social-media-manager/.
MacKay, B. (2018). Facilitator economics: Your top money questions answered. North Star Facilitators. Retrieved from https://northstarfacilitators.com/2015/11/facilitator- economics-your-top-money-questions-answered/.
Storyhunter (2019, April 12). Everything you need to know about video production costs. Retrieved from https://blog.storyhunter.com/everything-you-need-to-know-about-video- production-costs-2c93e64de5a1.
Qualtrics Representative (2019, October 9). [Phone interview by author].
THE “LEGACY” OF TETRA PAK 78
Appendix J
ABC Chart
Attributes Benefits Concerns
Education - No age limit - Simple & fun for - Are they kids teaching each - Others teaching other the “right each other (way to way”? form community) - How to reach - Anyone can do it such a broad scope of ages
- Focused on disposal - Environmentally - How to (recycling) conscious implement - Everyone has to - How to get dispose of everyone on products/has access board and can therefore - Making it cost take part effective
- Multimedia - Cost effective - Making it cross (YouTube, social - Broad reach to cultural/lingual media, ads, etc) multiple audiences - Depends - Repetitive and on accurate message vendors’ reach - May come off as less credible - Will the audience believe that Tetra Pak is trying to change? - Credible spokesper son
- Focused on continuous - A learning process - - Will people improvement doesn’t demand actually follow perfection right through with away what they - Creates a united learned? front - And continue to change? THE “LEGACY” OF TETRA PAK 79
- Is it too long term? (People like immediate results)
Products - Starts small (with the - Low stakes & less - Won’t be seen as straws) and will pressure, cost enough change expand into more - Straws are a - Are they too products trending concern much of a hot - Focus on that one topic? area - Accurate - Higher success rate (hopefully)
- Variety of available - Reach a wide - Too much of a materials audience variety/too many - Larger market and options potential to make - Cost and safety of more money each of those - Higher probability materials of finding the “right solution”
- Innovation - Improve current and - Are people ready future products and willing? - Environmental - Netflix impact - Pushback - Losing time, effort and money since not every innovation idea is going to work THE “LEGACY” OF TETRA PAK 80
United Front - Collaboration - Sense of community - How divided the - Flow of ideas world/culture is - Attainable success - Public fallout - Vendors’ participation - Competition between potential collabs - Who to collab with?
- Inclusive - Addresses the needs - How do we of people with include the disabilities WHOLE world? - Can include 3rd - 3rd world world countries via countries education
THE “LEGACY” OF TETRA PAK 81
Appendix K
5 W’s and H
Exercise 1: Develop an approach to point strategic attention to different issues based on the scenario provided
Who Drink consumers, restaurants, big corporations, retail, coffee shops, people with disabilities, hospitals, capri sun, environment, animals, environmentalists, producers of reusable straws, amazon, recycling companies, schools, trash companies, politicians, parents, bars, water bottle manufacturers,
What What is the alternative? What’s the plan? What’s the long term effect (of both)?, What are the benefits? What is the cost? What will happen to small businesses? What are the other options? What about the animals? What about plastic straw manufacturers? What about loss of jobs? What about the economy? Stocks? What happens to the law? What about future generations? What about endangered species? What happens with personal preference (some people prefer straws because they think the drink tastes better, some people have sensitive teeth) what happens to convenience?
When When will this happen? When did the fad of reusable straws start versus when did it blow up? When would small businesses experience change? When will this hit legislation? When did negative effects hit the environment? When will recycling change? When will technologies improve or change? When will education and training improve?
Where Where is the greatest economic impact? Where will there be job loss and job gross? Where will this be implemented? Where are we focusing efforts? Where does this start? Where does it end? Where is recycling taking place?
Why Why change product, not recycling? Why were straws first invented? Why is this important? Why is this a problem? Why can’t things just stay the same? Why paper straws, why metal, why hay? Why even use straws? Why can’t we just recycle?
How How long will it take for alternative to better impact the environment? How will alternatives or recycling initiatives be enforced? How can we educate and have people follow through? How will we integrate? How will the older generation respond? How did people drink before straws? How will people adapt? How can we incorporate current innovations? How will the government react or push for this? How will the corrupt influence this? How can we improve plastic? THE “LEGACY” OF TETRA PAK 82
So what? So what are the long-term impacts of both banning and using plastic straws? So what can be done? So what now? So what does the future hold for straws and humans and animals? So what will happen to companies and the economy? So what’s the next innovation? So what will the history books say about us? So what other materials can we use? So what happens to the human body (more or less sugar drinks, water, etc) ?
Exercise 2: Exercise Judgement. Which strategic dimension is most advantageous and least advantageous? Provide 3 arguments for each.
Advantageous Want to focus on people with disabilities use of plastic straws. Dimension Want to focus on the impact of the bigger problem and that straws are a small factor. Want to focus on how we are going to initiate and have the company improve their sustainability goals/success.
Disadvantageous Avoid Tetra Pak family background in the news, to avoid adding the negative Dimension image on the company. Avoid the animals being impacted by the plastic straws and avoid trying to persuade the hardcore activists Avoid previous straw banning examples, like fast food.
THE “LEGACY” OF TETRA PAK 83
Quad Squad Meeting Minutes
Date For Today For Next Time
September 16 ● Familiarize selves with Tetra Pak as a company Meeting Time ○ Website, past crises/controversies, Start: 3:45 pm social media, partners, haters, etc. ● Brainstorm low-key PR ideas Meeting Time ○ No limits, no thinking of budget yet End: 5:30 pm ● Go through 5 W’s and H ● Makes Pro’s and Con’s of Tetra Pak and its associations
September 23 ● Study tetra pak/links ● Make citations and ○ Be ready to share on Monday what separate information into Meeting Time your links were about 100 facts Start: 4:00 pm ○ Compile 100 facts draft from ● Each do a KISS chart information from links ○ Emily: people Meeting Time ● Keep brainstorming PR campaigns with disabilities ; End: 6:45 pm ○ Main Q of the night: How should people at Tetra Tetra Pak adjust their current Pak environmental plan? ○ Jan: ● Draft survey questions environmentalists ○ And how we will distribute survey ○ Megan: current and when - maybe put survey out plastic straw after class Thursday? consumers ● Advantageous and disadvantageous ○ Mariah: vendors strategies based off 5 W’s and H ● What are our business and communication goals? ● Review table of contents from sample paper - determine what we want to do the same or different ● Think of companies to represent for case 2 for next time
September 30 ● Started working on plan: what is our low- ● Send Survey to everyone key PR campaign you know, Social Media, Meeting Time ● Put out survey by 10/1 Family, Work, Go for off Start: 4:00pm ● Start looking into the budget of Campus ○ How much does Tetra Pak spend ● Brainstorm PR methods Meeting Time on plastic straws now? How will ○ Look for useful End: 7:00pm that change with alternatives? information from ● Finalize Kiss Charts, ABC Charts, text while Audience analysis studying for ● Finalize communication goals midterm ● Look at Prof. Clampitt’s Hall of Fame : THE “LEGACY” OF TETRA PAK 84
http://www.uwgb.edu/cla mpitp/Phils%20Site/Intern et_Broadcast/HOFhome.ht m
Additional ● Meet after the midterm exam to touch base Meeting: ● Discuss if anything found while studying October 3 was significant to case study
Meeting Time Start: 6:00 Meeting Time End: 6:30 pm
October 7 ● Discuss budget ● Look up the budget needs ● Finalize plan: what is our low-key PR for advertising, channels, Meeting Time campaign etc. Start: 4:00 pm ○ What will our methods be: spray ● Research budget items and pray, underscore and explore, ● Issue analysis/continue Meeting Time etc? analyzing survey results End: 7:45 pm ● Close survey ● Layout Presentation Ideas ○ Final count: 271 ○ Start analyzing data ■ Conduct issues analysis ● Start making presentation and divide up areas for each of us to be experts in ○ Note: know as much as possible about all the other areas too
Additional ● Review presentations from today and ● Get citations for budget Meeting: determine what we can learn from them stuff October 10 ● Jan: do Tetra Pak article ● Emily: finalize survey Meeting Time results Start: 5:52 pm
Meeting Time End: 7:00 pm
October 13 ● Presentation Week!!!!! ● Information on all slides ● practice and perfect presentation Meeting Time ○ Practice first together, get timing Start: 4:00 pm and flow right, familiarize selves with others information Meeting Time End: 7:40 pm
October 14 ● Final determination of who is saying what ● Finalize slides for run Meeting Time ● Make the presentation flow through THE “LEGACY” OF TETRA PAK 85
Start: 4:00 pm ● Finalize how we want to present budget ● Practice!! ● Get time estimate ● Picture links and Meeting Time references End: 8:00 pm
October 16 ● Final presentation run through Meeting time start: 6:45 pm
Meeting Time End: 9 pm
Oct. 20 ● Finalize proposed business goals ● Write portions of paper ● Determine paper layout Meeting Time ● Draft up sections Start: 4:00 pm ● Determine who is working on what before next meeting Meeting Time ● Finalize three companies End: 7:00 pm
Oct. 22 ● Go over questions about paper portions ● Clean up appendices and 100 facts Meeting Time ● Finalize paper portions Start: 7:00 pm
Meeting Time End: 7:45 pm
Oct. 23 ● Finalize paper Meeting Time ● Members will come and go as time allows Start: 4:00 pm
Meeting Time End: