DEPARTMENT OF BUSINESS AND

ADMINISTRATION
• SUBJECT:- Contemporary Issues in Marketing
• TO:- Prof.(Dr.) Manish sidhpuria
• SUBMITTED BY: KATHIRIYA CHIRAG
AGRAWAL SUHANI

• TOPIC: E-WASTE CAMPAIGN

 What is Social Marketing
• Philip Kotler and Zaltman coined the term 'social marketing'
and defined it as "the design, implementation, and control of
programs calculated to influence the acceptability of social
ideas and involving considerations of product planning,
pricing, communication, distribution, and marketing research.
• It is a marketing function that is used by the organizations to
commercially spread a social message which can benefit to
individuals and the society by educating the people and
society about a social cause to improve their wellbeing.
 Process of Social Marketing
• Define Problem – Based on Analysis
• Identify actions that could reduce problems
• Identify potential audience for marketing intervention
• Identify segment and target market
• Conduct root cause analysis (Ask Why?)
• Establish goals for program
• Design appropriate strategy of manipulating 4 P’s
• Deliver program and monitor
• Evaluate the program
 What is E-waste
• E-waste is a popular, informal name for electronic products
nearing the end of their "useful life." Computers, televisions,
VCRs, stereos, copiers, and fax machines are common
electronic products. Many of these products can be reused,
refurbished, or recycled(Electronic Waste Recycling Act of
2003)
Objectives of E-waste management
• To dispose and recycle the E-waste generated by
producers,dealers,consumers,etc.
• To save health and earth nature against hazardus
material(such as lead,cathode ray tube,mercury,etc..)
• To manage all this hazardous material by setting some
universal standard in all equipment
E-waste management
 Rules and Regulation
• The government passed the first law on e-waste management in 2011,
based on Extended Producer Responsibility (EPR), which put the onus on
the producer for the management of the final stages of the life of its
product, in an eco-friendly way, by creating certain norms in tandem with
state pollution control boards
• Further, Central Pollution Control Board (CPCB) shall conduct random
sampling of electrical and electronic equipment placed on the market to
monitor and verify the compliance of RoHS provisions and the cost for
sample and testing shall be borne by the producer. The random sampling
shall be as per the guidelines of CPCB. If the product does not comply with
RoHS provisions, the producers shall take corrective measures to bring the
product into compliance, and withdraw or recall the product from the
market, within a reasonable period as per the guidelines of CPCB.
 E-waste campaign
• The Ministry of Electronics and Information Technology, MeitY, has
initiated an E-waste Awareness programme under Digital India initiatives,
along with industry associations from 2015, to create awareness among
the public about the hazards of e-waste recycling by the unorganised
sector, and to educate them about alternate methods of disposing of their
e-waste.
• The programme stresses the need for adopting environmentally friendly e-
waste recycling practices. The general public is also encouraged to
participate in ‘Swachh Digital Bharat’, by giving their e-waste to authorised
recyclers only.
E-waste campaign by Corporates
 Cont’d
• This campaign aims to build an e-waste movement in India.” ... As part of
the larger mission to curb e-waste, Karo Sambhav has collaborated with 17
producers, 1214 schools, 520 bulk consumers, 1007 repair shops,
1528 waste aggregators, 2274 waste pickers and has set up
266 collection points across the country.
• Tata power has colloborated with “karo sambhav”,india’s leading ewaste
producer responsibility organisaion.
• As per ASSOCHAM, e-waste is estimated to reach 5.2 MT per annum by
2020. In order to promote responsible recycling of e-waste, we have
launched the campaign." Officials added that the campaign indicates an
evolved mindset of India's Reflex Generation with a proactive participation
to responsibly recycle e-waste
 Cost of campaign by corporates
• Karo Sambhav Collection Centres - 176 centres across India
• Tata Power Mumbai Customer Centres – 13 centres in Mumbai
• TPDDL Customer Centres,TATA Power Mumbai, Delhi and Bangalore offices
• 10% flat discount Min purchase price: Rs. 1000| Max discount: Rs. 200|
Valid across Electronics and Fashion category| Offer applicable for all users
who deposit eligible e-waste other than AC, Refrigerator, Laptop,
Television and Washing machine.
• 10% flat discount| Min purchase price: Rs. 2000| Max discount: Rs. 500|
Valid across Electronics and Fashion category| Offer applicable for all users
who deposit eligible AC, Refrigerator, Laptop, Television and Washing
machine as e-Waste
• According to ASSOCHAM an industrial body in india the compound annual
growth rate (CAGR) of electronic waste is 30%.tata cliq E-voucher up to
200rs. For less than 50kg Ewaste and 500rs for more than 50kg e-waste as
reward.
 segmentation
• Geographical
• Demographical(all age group of people)
• Psycographical