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Waste Management Marketing Trends First Edition Waste Management Marketing Trends Management Marketing Waste Waste Management Marketing Trends First Edition Waste Management Marketing Trends Management Marketing Waste Government of India MHRD Ministry of Human Resource Development Contents About the Book Acknowledgement Block 1 Market Integration for Waste Management Chapters 1. Introduction to Sales and Distribution Management 05 2. Personal Selling Process, Sales Territories and Quotas 29 3. Sales Force and Distribution Management 51 4. Distribution Management 71 5. Management of Logistics and SCM 93 Block 2 Integrated Marketing Communication Chapters 1. Overview of Integrated Marketing Communication 116 2. Understanding Communication Process 137 3. Planning for Marketing Communication 155 4. Developing the Integrated Marketing Communication Programs 173 5. Measuring Effectiveness and Control of Promotional Program 191 Block 3 Integrated Waste Management Chapters 1. Introduction 217 2. Stakeholders and Perspectives 224 3. Approaches to Sustainable Waste Management 227 4. Wealth from Waste 248 5. Greening Economy 267 Block 4 Services Marketing Chapters 1. Introduction to Services Marketing 290 2. Understanding the Consumers and Market 310 3. Apply the 4Ps of Marketing to Services 327 4. Managing the Customer Interface 348 5. Implementing Profitable Services Strategies 372 Authors’ Profile About the Book Man has and will continue to exploit the natural environment in the race for development. Human interference has always been a cause of concern. Industrial revolution in almost all sectors and advancement in science & technology has not only degraded the environment but has reduced mortality rates. The ever increasing population and “use & throw culture” has enhanced the problem of waste accumulation. This waste poses threat to survival of living beings.The love for environment and nature rarely exists. It is sad to note that the concept of sustainable development cannot be implemented unless sustainable practices are followed. The book is a result of emerging thought processes which try to develop and sensitize human beings towards environment. Thebooks encourages to follow basic principles of “reduce, recycle and reuse” which will drastically reduce the burden on available resources. It is an effort to make people realize how small steps towards this initiative can save from major crisis. It gives a message of judicial use of resources and motivates people to come up with innovative ways to handle waste. This book is divided into four blocks. First Block deals with Market Integration of Waste Management, Second Block deals with Integrated Market Communication, Third block deals with Integrated Waste Management and finally, fourth block deals with Services Marketing. Globally, people are worried about the dangers of accumulating waste. India has to go a long way to address the issue. She is struggling to eradicate poverty and develop economy. Rural India has to contribute towards waste management. The book tries to touch upon various possible solutions.The introduction of the book in itself is a great step towards fighting the menace of Waste Management. Human beings are social beings and Communication has been considered the foundation of all human relationships. This communication entails exchange of information, ideas or feelings. According to Gould et al., (1999) advancing communication approaches pushes for learning and management throughout a communication network. Thereby marketing communication encompasses all forms of communication functions chosen for marketing of a product or service and adds winning values to a product. Marketing communications, as has been argued by Keller (2001) are “the means by which firms attempt to inform, persuade, incite, and remind consumers – directly or indirectly - about the brands they sell.” Thereby Marketing communication represents the efforts of the brands to ‘establish a dialogue’ with consumers. Marketing communication enables the brands to perform four major roles, that is to - inform, persuade, incite and remind consumers. In common understanding, any material that is unwanted or has outlived its usefulness is termed waste. All life forms generate; they consume natural resources to grow and reproduce, and in the process produce waste. This waste, however, in the natural world, breaks down to replenish the system. As human civilisations and systems grew more complex, the quantum of resources used and waste generated increased. This is especially true once human populations exploded with agriculture and the move from a nomadic to a settled lifestyle. However, at this point, waste generated continued to be organic and therefore biodegradable. The quantum of waste generated in crowded urban areas of the medieval world, however, was problematic. The disease burden in these societies was high due to unhygienic disposal of waste. However, it was with the industrial revolution and development of more complex inorganic materials, mass produced in factories, that waste truly became a problem. Services in waste management is the need of the entire country, as India is facing a severe problem of waste and garbage throughout the country due to urbanization. Service by definition means “to serve” and by characteristics means “something intangible” that cannot be seen or touched. The other characteristics of service make it more difficult to understand, deliver and communicate to the customers. Services marketing has its own bunch of challenges for the marketers, be it any area or specialization. However, it is much supported by search, experience and credence of the consumers. Waste management service providers in India are no exception to the challenges given by the basic characteristics of services. The urban consumers generate majority of the waste and out of that not all is treated. The 80% of the 62 MT waste is dumped in landfills or taken to the dump yards by municipalities. The responsibility of the waste management organizations is not just to collect the waste but also the treatment of the same. Another challenge for these organizations is that the major budget is used for collection and sorting and small amount is left for the recycling part. The Government along with private organizations are on their toes for managing the industrial as well as domestic garbage. Swachh Bharat Mission launched on 2nd October, 2014 for “gramin” and urban both will definitely bench mark the success of the mission in 2019 as a tribute to Mahatma Gandhi on his 150th birth anniversary. Swachh Survekshan 2019 has come out with rankings for India’s cleanest cities for two years in a row. Indore is the first city to apply for a seven-star rating and as per IMC, has 100 per cent door-to-door waste collection, 100 per cent waste treatment and waste free local water bodies. The city has also successfully eliminated the legacy waste which means decade-old landfill has been cleared and the waste has been treated – making it a zero- landfill city. Linking the theories of services marketing with the challenges faced by the organizations as well as the consumer is of utmost importance. The services in the waste management have high demand and are therefore visible. Especially urban consumers are the potential customers due to their lifestyle and occupancies. The various topics covered under the book explain the concepts of service products and the challenges ahead in waste management. The waste management organizations need to strategically handle the challenges; therefore development and implementation of strategies are explained with suitable instances.Another important aspect that decides the success rate of the strategies are research, segmentation, targeting and positioning of services offered by any waste management organization. The Marketing mix, covering four Ps of marketing is another dimension which needs special attention. In services the facilitation and enhancing dimension of services should be communicated to the consumers. For any business building customer loyalty is crucial therefore balancing demand and productive capacities and crafting an environment through which customer remains satisfied is something that is expected from the service provider. However, crafting an environment will not work in isolation for the same developing loyalty progammes also require Improved Service Quality.This book covers the various above mentioned challenges and aspects with suitable examples to develop better understanding and decision making. Acknowledgement This book represents the collective efforts of many remarkable individuals. We would like to thank the contributors to this volume for their collective wisdom, experience and insight. Envisioned by Shri VLVSS Subba Rao, Senior Economic Advisor, MHRD, the book took shape under his keen guidance. We would like to thank our Subject authors: Dr. Aruna Sonawane, Dy. Controller of Examination Symbiosis Skills & Open University Kiwale-Pune; Dr. Deep Francis, Research Fellow in a DST funded Project; Dr Abhilasha, Head of the Department , HIMCS ,SGI; Dr Sumana Narayanan, Senior Researcher with Citizen consumer and civic Action Group,(CAG), Chennai; Ms. Meenal Arora, Research Scholar, Institute of Advanced Studies in Education, Faculty of Education, Jamia Millia Islamia, Delhi; Rahul Pratap Singh Kaurav, Assistant Professor of Marketing and Tourism Management, Prestige Institute of Management, Gwalior, India; Dr. Sneha Rajput, Assistant Professor in Prestige Institute of Management, Gwalior (PIMG); Dr. Ruturaj Baber, Assistant Professor in International Business and
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