E-Waste Midterm Possible Approach
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E-waste Midterm Possible ApproachThe Big pictureTechnological obsolescence increases the need to purchase the latest gadgets/ version.Old electronic gadgets are typically stored in the house (ie, no resale value). New electrical equipment like TV and fridge are purchased with some buy back offer or sold to other users.So plan needs to be developed mainly for old electronic items.The plan would be of marketing a new concept (proper disposal of e-waste)The plan would require to collect and transfer the e-waste to a reliable collection agency (as far as this case is concerned it is to the e-waste collection center at JUSCO).Buying behavior of Electronic and electrical equipment (EEE) leading to e-waste generationLegalistic (as required by professional course and social requirements)Picking for storage disksVariety seeking for mobiles/ laptopsorProblem solving for TV/ laptops/ mobiles.Evaluation criteria include search attributes and experience attributes (latest technology evaluated on the performance- mainly functional information).Environmental consequences are not considered during purchase of EEE leading to e-waste generation. E-waste which does not have resale value accumulates in the house (as many of these products are not bulky and can be stored easily).Disposal behaviour of e-wasteAwareness:  E-waste is perceived to be valueless and non-consequential and so treated as junk till it becomes inconvenient to keep in the house.  If it is inconvenient then it is could be junked with other household waste or sold to the kabadiwalla for whatever little benefit. (Place utility is convenience. Price-convenience evaluation- won’t go out of the way to obtain a marginally higher price).[pic 1][pic 2]In other words E-waste or other junk items are same. There is no risk associated with storing e-waste in the house or disposing as junk or like old newspapers.
Knowledge and availability of the genuine e-waste collection agencies is another concern.Objective of marketingNeed to increase product involvement by building technical information.Change behaviour to subcontract decision process.Shift from a junk (low involvement product) to a high involvement product.E-waste and its consequences are credence attributes.Based on the buying and disposal behavior, build credence attributes pertaining to health and environmental protection (sustainability).Communicate negative consequences through credible sources.Another concern would be, “Is the material being actually being disposed appropriately?”Pull- Push activitiesSince it is a new concept, the Pull activities can introduce the concept at high involvement level (as discussed in Cease Fire case) using a Solution based marketing approach.Family health concerns and subsequently linked to long term sustainability/ environment protection.Superimposing Pull in Generalised FrameworkLow uncertainty of untried (recyclers) brandsHigh Uncertainty of untried (recyclers) brandsLow differences between (recyclers) brandsBuild sustainability dimensions [pic 3]High differences between (recyclers) brands[pic 4] Introduce risk about family health and start Solution based marketing(Build confidence)Introduce concept directly in Stage 3