Do Clean, Get Green Report

Stevens Business School Batch 2009-2011

INTEGRATED MARKETING COMMUNICATIONS

REPORT ON

Do Clean, Get Green

Submitted To:

Ms. MANASI MARFATIA

Submitted By:-

Nikita Sanghvi

Nirmal Gajjar Bharat Maheshwari

Date of Submission

24th Nov. 2010

Integrated Marketing Communications Report

Stevens Business School | Batch 2009-2011

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INDEX

S. No. Particular Page No.

1. Introduction 3

2. Situation Analysis 6

3. Competition Analysis 7

4. New Marketing Strategy 7

5. IMC campaign 9

6. Conclusion 23

7. Reference 24

8. Appendices 25



3

INTRODUCTION

Modernization and progress has had its share of disadvantages and one of the main aspects of

concern is the pollution it is causing to the earth – be it land, air, and

water. With increase in the global population and the rising demand

for food and other essentials, there has been a rise in the amount of

waste being generated daily by each household. This waste is

ultimately thrown into municipal waste collection centres from where

it is collected by the area municipalities to be further thrown into the

landfills and dumps. However, either due to resource crunch or inefficient infrastructure, not all of this

waste gets collected and transported to the final dumpsites. If at this stage the management and

disposal is improperly done, it can cause serious impacts on health and problems to the surrounding

environment.

Health Hazard

Waste that is not properly managed, especially excreta and other liquid and solid waste from

households and the community, are a serious health hazard and lead to the spread of infectious

diseases. Unattended waste lying around attracts flies, rats, and other creatures that in turn spread

disease. Normally it is the wet waste that decomposes and releases a bad odour. This leads to

unhygienic conditions and thereby to a rise in the health problems. The plague outbreak in Surat is a

good example of a city suffering due to the callous attitude of the local body in maintaining

cleanliness in the city. Plastic waste is another cause for ill health. Thus excessive solid waste that is

generated should be controlled by taking certain preventive measures.

Impacts of solid waste on health

The group at risk from the unscientific disposal of solid waste include – the population in areas where

there is no proper waste disposal method, especially the pre-school children; waste workers; and

workers in facilities producing toxic and infectious material. Other high-risk group include population

living close to a waste dump and those, whose water supply has become contaminated either due to

waste dumping or leakage from landfill sites. Uncollected solid waste also increases risk of injury, and

infection.

http://www.karmayog.org/library/libartdis.asp?r=152&libid=427#impact

http://www.karmayog.org/library/libartdis.asp?r=152&libid=427#dise

http://www.karmayog.org/library/libartdis.asp?r=152&libid=427#dise

http://www.karmayog.org/library/libartdis.asp?r=152&libid=427#plas

http://www.karmayog.org/library/libartdis.asp?r=152&libid=427#prev



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In particular, organic domestic waste poses a serious threat, since they ferment, creating conditions

favourable to the survival and growth of microbial pathogens. Direct handling of solid waste can result

in various types of infectious and chronic diseases with the waste workers and the rag pickers being

the most vulnerable.

Exposure to hazardous waste can affect human health, children being more vulnerable to these

pollutants. In fact, direct exposure can lead to diseases through chemical

exposure as the release of chemical waste into the environment leads to

chemical poisoning. Many studies have been carried out in various parts of

the world to establish a connection between health and hazardous waste.

Waste from agriculture and industries can also cause serious health risks. Other

than this, co-disposal of industrial hazardous waste with municipal waste can

expose people to chemical and radioactive hazards. Uncollected solid waste

can also obstruct storm water runoff, resulting in the forming of stagnant water bodies that become

the breeding ground of disease. Waste dumped near a water source also causes contamination of

the water body or the ground water source. Direct dumping of untreated waste in rivers, seas, and

lakes results in the accumulation of toxic substances in the food chain through the plants and animals

that feed on it.

Disposal of hospital and other medical waste requires special attention since this can create major health

hazards. This waste generated from the hospitals, health care centres, medical laboratories, and

research centres such as discarded syringe needles, bandages, swabs, plasters, and other types of

infectious waste are often disposed with the regular non-infectious waste.

Waste treatment and disposal sites can also create health hazards for the neighbourhood. Improperly

operated incineration plants cause air pollution and improperly managed and designed landfills attract

all types of insects and rodents that spread disease. Ideally these sites should be located at a safe

distance from all human settlement. Landfill sites should be well lined and walled to ensure that there

is no leakage into the nearby ground water sources.

Recycling too carries health risks if proper precautions are not taken. Workers working with waste

containing chemical and metals may experience toxic exposure. Disposal of health-care wastes

require special attention since it can create major health hazards, such as Hepatitis B and C, through

wounds caused by discarded syringes. Rag pickers and others who are involved in scavenging in the



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waste dumps for items that can be recycled, may sustain

injuries and come into direct contact with these infectious

items.

Diseases

Certain chemicals if released untreated, e.g. cyanides,

mercury, and polychlorinated biphenyls are highly toxic and

exposure can lead to disease or death. Some studies have

detected excesses of cancer in residents exposed to

hazardous waste. Many studies have been carried out in

various parts of the world to establish a connection

between health and hazardous waste.

The role of plastics

The unhygienic use and disposal of plastics and its effects

on human health has become a matter of concern.

Coloured plastics are harmful as their pigment contains

heavy metals that are highly toxic. Some of the harmful

metals found in plastics are copper, lead, chromium,

cobalt, selenium, and cadmium. In most industrialized

countries, colour plastics have been legally banned. In India, the Government of Himachal Pradesh

has banned the use of plastics and so has Ladakh district. Other states should emulate their

example.

Occupational hazards associated with waste handling

Infections Skin and blood infections resulting from

direct contact with waste, and from infected wounds.

Eye and respiratory infections resulting from exposure to infected dust, especially during landfill operations.

Different diseases that results from the bites of animals feeding on the waste.

Intestinal infections that are transmitted by flies feeding on the waste. Chronic diseases

Incineration operators are at risk of chronic respiratory diseases, including cancers resulting from exposure to dust and hazardous compounds.

Accidents Bone and muscle disorders resulting from

the handling of heavy containers. Infecting wounds resulting from contact

with sharp objects. Poisoning and chemical burns resulting

from contact with small amounts of hazardous chemical waste mixed with general waste.

Burns and other injuries resulting from occupational accidents at waste disposal sites or from methane gas explosion at landfill sites.

Source - Adapted from UNEP report, 1996



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SITUATION ANALYSIS

With over 5 Million populations, Ahmedabad is now one of the Mega Cities of India along with

Hyderabad, Bangalore and Pune. Although, Ahmedabad has been listed has Mega City, it still lacks

many basic infrastructure. For getting the tag of Mega City, streets must be managed adequate with

importance given to cleanliness dirt area.

Ahmedabad may have been declared a mega city, but its sanitation is yet to live up to the label.

Open defecation is seen as one of the banes of this city, contributing to it‟s low ranking in a national

city rating under the National Urban Sanitation Policy (NUSP) conducted by Union ministry of

urban development.

Ahmedabad was ranked 19th among 25 major cities on cleanliness, in the country. Also, the city scored

poorly in universal access to toilets for all and in proper wastewater treatment, recycles & reuse of

municipal solid waste, and in treatment and safely disposal of total solid waste generation in the city.

Even cities like Jamshedpur, Bidhannagar in Kolkata, Kanpur and Shillong in Meghalaya have fared

better than Ahmedabad in sanitation parameters in the survey.

REPORT CARD

RANK CITY MARKS SCORED

1 Chandigarh 73.48

2 Mysore 70.65

3 Surat 69.08

9 Rajkot 56.11

19 Ahmedabad 50.28

Surat and Rajkot beat Ahmedabad to fare among top ten clean cities in the country. The rating task

was conducted across 423 urban conglomerates across the country to create awareness on hygienic

conditions in urban areas.

Water quality in water bodies in Nikol and Chandola has high bacterial contamination and low levels

of oxygen, while Sabarmati riverfront project and Kankaria lakefront development has improved on its

water quality.



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COMPETITION ANALYSIS

Clean Ahmedabad Abhiyan by AMC, Kya Clean hai Hum by Ahmedabad Mirror, CEPT Clean City

and Paryavaran Bachao are some of the campaigns that have undertaken the programs to make

Ahmedabad a dirt free & hygienic city.

The common characteristics of all the cleanliness campaigns:

Focus on large area cleanliness but not on individual level.

Stress on conative behavior.

Short term planning i.e. till the life of the campaign; the impact of the campaign gradually loses

its sheen.

Needs a strong brand identity for campaigns.

Lack of expertise in educating people about how to inculcate cleanliness as a daily life activity.

Absence of action plan for control & measure for a long term planning.

NEW MARKETING STRATEGY

Proper methods of waste disposal have to be undertaken to ensure that it does not affect the

environment around the area or cause health hazards to the people living there.

The new cleanliness program “SWACHCHHATA” initiated by Ahmedabad Municipal Corporation will

have a ward level sanitation action plan to improve the situation on ground and also regular

monitoring of municipal waste disposal system.

The “SWACHCHHATA” program is formed by concerned Citizens, Voluntary organizations and the

Municipal Corporation to research and find permanent and sustainable solutions to the health hazard

and sanitation problems caused by the decomposing garbage in open.

Through public awareness, households will be involved with segregating wet and dry garbage at a

later stage. A special dustbin with two compartments is developed to segregate and store

recyclables:



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Biodegradable waste:

kitchen waste

vegetables,fruits,

flowers, leaves from the garden

paper

Non-biodegradable waste:

Recyclable waste – plastics, paper, glass, metal, etc.

Toxic waste – old medicines, paints, chemicals, bulbs, spray cans, fertilizer and pesticide

containers, batteries, shoe polish.

Soiled – hospital waste such as cloth soiled with blood and other body fluids.

Toxic and soiled waste must be disposed of with utmost care.

Issues addressed:

Solid waste management; recycling; public health; public awareness and participation

Main Objectives set up by AMC through SWACHCHHATA program:

"Zero Garbage on Road"

Minimum landfill - Maximum recycling by Segregation of waste on the basis of bio-degradable

& non bio-degradable

Creation of economical benefits for poor through self-employment

Redesign of municipal waste collection system



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INTEGRATED MARKETING COMMUNICATIONS CAMPAIGN

Target Market Profile

Geographic

• City: Ahmedabad

• Gender Ratio: 892 females:1000 males

• Zone:

– East

– West

– North

– South

– Central

– New-west

• No. of Wards: 64

• Density: Urban

• Total Population: 5,252,197 (2010 census)

Slum Population: 8% (Mostly migrants) *

• Climate: Hot & Humid

Source: *http://www.gujaratvibrant.com/219-ahmedabad-mega-city.html

List of Wards in Ahmedabad

Amraiwadi

Arbudanagar ,

Asarva,

Bage Firdosh

Bapunagar

Behrampura ,

Bhaipur-Hatkeshwar

Chandlodia,

Danilimda,

Dariyapur

Dudheshwar,

Gandhigram

Ghatlodia ,

Girdharnagar

Gomatipur

Gota,

India Colony,

Isanpur

Jamalpur,

Juna Wadaj

Kaali gam,

Kalupur

Kankariya ,

Khadia

Khokhra-Mehmdavad

Krishnanagar,

Kubernagar

Madupur

Mahavirnagar,

Maninagar

Meghan nagar

Naranapura

Naroda ,

Naroda Muthiya

Naroda Road

Nava Wadaj

Navrangpura

Nikol ,

Nikol Road

Odhav

Paldi

Potaliya

Raikhal

Rajpur

Rakhiad

Ranip,

Sabarmati

Saijpur Bogha

Saraspur

Sardar nagar

Sardar Patel Stadium

Sarkhej,

Shahpur ,

Thakkarbapanagar

Vasna

Viratnagar,

Ward No.53



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Demographic

• Age: 14 - 45 years

• Gender Ratio (f:m): 892:1000

• Nationality: Indian

• Occupation:

– Students

– Corporates

– Housewives

– Professionals

– Labours

– Job

– Service

Behavioral

Readiness stage: Aware

Attitude towards Campaign: Enthusiastic, Positive

POSITIONING STATEMENT

“For sincere, responsible citizens of Ahmedabad to create civic sense, to show consciousness and

care towards continuously degrading environment & making our city a better place to be in this

world.”

Tag Line: DO CLEAN, GET GREEN



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COMMUNICATIONS OBJECTIVE

BREAK THROUGH THE CLUTTER

• Emphasizing on the word „Swachchhata‟ & Distinctive Logo

• Mass coverage : Urban as well as rural

• Different approaches for the different market

• High Visibility at public places

• Focal point: Stimulate inner-self to take action i.e. “I care for my city & environment”

INFORMATIVE

• Telling the market about the new initiative taken by AMC

• Building a distinctive identity of Swachchhata in the market

• Building Swachchhata as a brand

• Constructing AMC‟s image

• Encourage the action-oriented behaviour (self behaviour)

MESSAGE STRATEGY

• Simple message: Do Clean, Get Green

• Affective Strategy – Affective to Conative to Cognitive

• Distinctive Logo with Quotations

• Believable in the terms that the service will deliver the promised benefits

FACTORS TO SELECT ADVERTISING MEDIA

• Reach - Mass Market : Entire Ahmedabad

• Frequency - high / intense

• Continuity: Continuous Campaign



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BASIS FOR MEDIA SELECTION

• Target-audience media habits

• Service characteristics

• Message characteristics

• Cost

ADVERTISING DESIGN

THE CREATIVE BRIEF

– Objective : Building Brand Image

– Target Market : 14 - 45 yrs

– Message Theme : Self – help

– Support : Government Authorized

– Design : Emphasize on Visual Image

TYPES OF APPEAL

– Fear

The appeal highlights negative consequences, which then affect future behaviour. The information processing makes it possible to accomplish the ad‟s main objective. – Rational

An ad oriented to the Knowledge stage will transmit basic service information, leads to a

stronger conviction about the service‟s benefits, so the preferred action is eventually taken

– Emotions

The emotional appeals - Affection, Trust, Security and Patriotism will arrest a viewer‟s

attention and foster an attachment between the consumer and the brand.

– Music

Helps to captures listener‟s attention and hence increases the retention of information as it

becomes strongly intertwined with the campaign.



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EXECUTIONAL FRAMEWORK

It’s the approach, style, tone, words, and format used for executing an advertising message.

– Personality Symbol: (Refer Appendix 1a)

This style creates a character that represents the campaign. The animated common man

holding a broom in one hand and a placard stating, „Do Clean, Get Green‟ in the other hand

increases the persuasiveness of the viewer.

– Dramatisation:

It uses the format in which a problem is first presented and then a solution is offered.

Components of dramatization format

• Encounter

• Problem

• Interaction

• Solution

A dramatization story builds to a crisis point, completed either in 30 or 60 seconds.

– Authoritative:

This style features a highly believable source such as Survey Evidence approve the

campaign.



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PROMOTION TOOLS

Promotion Tools

Advertising

• Print Media

• Broadcasting media

• Display Media

• E-media

• Sponsorship

• Street Play

• Other High Visibility Tools

Public Relations



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MEDIA TOOLS AND MEDIA VEHICLES: ADVERTISING

– Print media: Newspaper -

• Times of India, Economic Times, Business Standard

• Gujarat Samachar, Divya Bhaskar, Sandesh

(Refer Appendix: 1b)

– Broadcast media:

Radio –

– 30 seconds Audio

– FM Channels: Radio Mirchi, Red FM, Radio One

– Dialogue:

Aap no saath, Amdavad ne swachchhta taraf

vadharva ma madad roop thase…..

nazeek ni dust bin ma kachro nakho,

ane ahmdavad saaf banavo…….

“Do Clean and Get Green”

Cinema Screens -

– 30 seconds Audio

– 20 single screens theatres

– 4 multi-screen theatres

– Display media - Empirical sized Posters at :

• Railway Station,

• Bus -Stands,

• BRTS bus stands

• Crowded places such as Vastrapur Lake, Kankaria Lake, etc.

(Refer Appendix: 1c)



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– E-media

• Facebook – Community Page

• Website - www.docleangetgreen.com

Features:

– Details about the program, Activities about to come or already happened

– Name of the members/ volunteers, Corporate branding

– Actions taken to take care of Environment, Competitive activities

– Registration Form, Toll free no. : 1800 11 6666

– Invitation to Ideas/Suggestions

– Library of Articles related to Cleanliness activities & campaign done at

national & international level

– E-mail ID: [email protected]

Examples of Actions taken to take care of Environment, Competitive activities:

• I use cloth bag when buying vegetable & fruits.

• I throw scrap or waste in dustbin only. For this, I have kept a dustbin in my room only.

• I recycle all paper, paperboard, cardboard, glass, aluminum, and plastic that I use. This

includes junk mail and food packaging materials, which those two make up the bulk of

my recyclables.

• I grow plants in and around my living space. Not only do these convert carbon dioxide

into oxygen they have "grown on me " become part of my daily routine and bring a smile

to my face.

• I drive a LEV, "Low Emission vehicle" and try to drive as smart as possible. This does

not always happen because I have a bit of the lead foot syndrome but I try.

- Street meetings, street plays and door-to-door visits

• Chalo Aaj Ek Bhalai Ka Kaam Karein!

• Competition for „Most Swachchha Society‟, exclusively for Old Ahmedabad

areas.



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- Sponsorship of:

• World Environment Day Celebration – 5th June

• Inter-school events

• Road Show

• Kite Festival

(Refer Appendix: 1d)

- Other Tools to Create High Visibility

• Put logo on dustbins which will be located at a distance of every 2 km on the sides of

roads & at highly crowded places

• Rag Pickers & Volunteers would be given T-shirts that will consist of logo & campaign

name

• Appreciation Award to Volunteers/Participants

(Refer Appendix: 1e)

Promotion Tool: PUBLIC RELATIONS

• The campaigns & initiatives taken by the volunteer will itself give media coverage to the

program.

• The schools & colleges will be given Govt. Authorized Certificate of Appreciation annually on

the basis of the steps taken to take care of cleanliness & participation in the program. This will

also create a basis for PR.

Calling Corporate Sponsor

• Inviting corporate to be leading sponsor on “Swachchhata”

• A unique Public-Private-Civil Society Partnership under Swachchhata Progam.

• Helping build & cement the same with over 1000 volunteers from colleges, schools &

concerned citizens.

• Branding opportunities through the various media.

• Logo of the corporate sponsor will be carried out in all collaterals created by Swachchhata

under the program as part of Third Party Audit.



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Such as around all posters & dustbins to be put up at strategic & high visibility places,

• Branding opportunities on website www.docleangetgreen.org

• Acknowledgements in press releases & reports

• Branding on Swachchhata Membership ID cards for volunteers

(Refer Appendix: 1f)

TYPE OF MEDIA BUDGET

The most logical budget-setting method for “Swachchhata” is the The Objective & Task Method,

where the organizing committee will first lists all of the objectives it intends to pursue during the

year; then, the budget will be allocated to accomplish each objective.

Hence the communications budget that “Swachchhata” program will be the cumulative sum of the

estimated costs for all objectives.

The advantage of this method of media budget is that it will force management to spell out its

assumption about the relationship between the rupee spent and promotion results.

Most of the funding for this campaign will be based on sponsorships, promotions and aid from the

government.

Assumption: The report presents the time-line and the media budget for the campaign for one

month only.

Newspaper Ad Time Line (Date Wise)

5. TOI 12. TOI 19. TOI

6. 13. 20

7. ET 14. DB 21. BS

1. TOI 8. 15. 22.

2. 9. SD 16. ET 23. SD

3. GS 10. 17. 24.

4. 11. BS 18. GS 25. GS/TOI



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Newspaper Budget

News paper Base price in Rs. / Sq. cm

Max. Printing area in cm

Area require for advertisement in cm

Price in rupees

English 280 52 x 36 26 x 36 2,62,080

Gujarati 240 52 x 36 26 x 36 2,24,640

Total 4,86,720*

• The total expenditure per day, if an advertisement is given both in Gujarati and English

newspapers 8 times in a newspaper for a month = Rs. 4, 86, 720.

• Thus advertisement would be printed in newspapers 16 times a month (in total)

• Total newspaper media budget = 4,86,720 x 8 = Rs.38,93,760

Theatre Screen Advertisement Budget

Place Format Number of

screens Price * ( in Rs.

/ week) Duration in

sec Total (In Rs.)

Multiplex Digital 4 11,000 60 44,000

Single screen Digital 1 5,200 60 5,200

Total 49,200

Price in Rs. /week, 60 seconds duration before the movie starts

The cost of per advertisement to be put on air is Rs. 49, 000

Place Format Number of theater (a)

Price (b)

Total (in Rs.) (a) * (b)

Multi screen ad Digital 4 44,000 1,60,000

Single screen Digital 20 5,200 1,04,000

Total 2,64,000

The total cost per week for broadcasting advertisements in theatres = Rs. 2, 64, 000

The full amount for a month = Rs. 2, 64,000 x 4 weeks = Rs. 10, 56,000



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Radio Budget

Hours Frequency

in min Total duration / day Rate/ 10 sec

Total price/ day

Total price/ month* (In Rs.)

6 30 mins 30sec*4times=120 sec 200 2400 72,000

The commercial will be announced at the regular interval of 30 mins for.

The cost per month to air advertisement on a radio station = Rs. 72, 000

3 radio stations x Rs. 72,000 = Rs. 2, 16,000

Posters

Rate per poster* Total number of posters

Total (in Rs.)

50 5000 2,50,000

Including sheet cost & printing charges

Total Media Budget

Media Budget in rupees (in Rs.)

Newspaper 38,93,760

Theater 10,56,000

Radio 2,16,000

Poster 2,50,000

Other Expense 90,000

Total 54,99,760

• Hence, the first month media expense would be approx. Rs. 55 lac.

• This would remain almost same for the second month also.

• As the Program would gain some recognition the media budget would start decreasing.



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MEDIA TIME LINE



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CONCLUSION

The new campaign of AMC – Swachchhata is about a responsibility of every citizen belonging

to any class or age group, to keep his/her environment clean & green, to lead a healthy &

friendly life and make the world to place to exist.

The aim of Swachchhata is to recognize and appreciate even the smallest contribution to save

the environment

The steps taken for evaluation and control are to ensure the success of not only the campaign

but the spirit of Amdavadis.



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REFERENCE

http://timesofindia.indiatimes.com/india/Small-cities-put-metros-to-shame-in-cleanliness-rati

ngs-/articleshow/5914236.cms

http://epaper.timesofindia.com/Default/Layout/Includes/TOINEW/ArtWin.asp?From=Archive&S

ource=Page&Skin=TOINEW&BaseHref=TOIA%2F2010%2F05%2F13&ViewMode=HTML&GZ

=T&PageLabel=5&EntityId=Ar00501&AppName=1

http://www.gujaratvibrant.com/219-ahmedabad-mega-city.html

http://www.newworldencyclopedia.org/entry/Ahmedabad

http://www.trueknowledge.com/q/population_of_ahmedabad_in_2010

http://www.gujaratvibrant.com/219-ahmedabad-mega-city.html

http://www.karmayog.org/library/html/libraryofarticles_348.htm

http://www.wiserearth.org/organization/view/3090303dd985adfb242d43d098c6d4af

Integrated Advertising Promotion & Marketing Communications (3rd Edition) by Kenneth E.

Clow and Donald E. Baach (2007), Dorling Kindersley (India) Pvt. Ltd.

Principles of Marketing (12th Edition) by Gray Armstrong and Philip Kotler (2008), Dorling

Kindersley (India) Pvt Ltd, New Delhi.



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APPENDIX 1a)



26

APPENDIX 1b)



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APPENDIX 1c)



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APPENDIX 1d)



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30

APPENDIX 1e)



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APPENDIX 1f)

Do Clean, Get Green Report

Business

Transcript of Do Clean, Get Green Report