Advertising & Communications

Résumé du document

"In 1950 Mr. Harry Wasylyk invented the familiar green plastic bag. This plastic bag was made of polyethylene. Garbage bags were first used and test in the commercial market, rather than home use-the first bag sold was to Winnipeg general hospital. Union Carbide Company in Lindsay, Who employed Hansen, bought the invention from Wasylyk and Hansen. In 1960 Union Carbide manufactured the first green garbage bags sold for home use. The name is known today as Glad Garbage bags." Since the garbage bag became a common product essential in everyday life, many different problems were to be solved. Therefore the challenge for the trash bags producer was to solve the problems and bring new opportunities.

Consumers have acquired an environmental awareness and are willing to contribute to a better way of living balanced with the respect of the planet. The place of the garbage bag has always been hidden as it doesn't fit with the design of its surrounding. Our product, the Treend Bag®, will solve these problems and bring new opportunities. We will first define our product, by defining its function, the problem and opportunities it solves, and its name and brand. Secondly, we are going to define how we are going to reach our audience by defining our target audience and their drivers. Thirdly, we are going to explain how we are going to deliver the message with what kind of communication strategy and through which media. In the fourth part, we will see the regulatory aspect where our product belongs to. Finally, we will present a complete example of media campaign for our product.

Extraits

[...] These regulations pertain to plastic trash bags which are intended for sale or distribution, or which are sold within California to recycled plastic postconsumer material (RPPCM) used to manufacture plastic trash bags which are sold or intended for sale or distribution in California and other plastic products manufactured by a plastic trash bag manufacturer intended for sale in California.”[6] Many of these regulations regard the components of our product. As we have seen, our product main criteria and strength is that it is biodegradable. Therefore our product doesn't need any treatment and doesn't need to be recycled, which as the benefit to contribute strongly into the recycling process. [...]

[...] As we the number of garbage and waste due to high consumption and always growing population has become a big issue to solve. Therefore we can find some re-usable trash bags or biodegradable trash bags. Technology: This function improves the trash bags by giving it new qualities such as smell catcher (carbon trash bags, or perfume). Design: This concerns the different trash bags sizes, the way it closes, the texture and the colour. In order to be unique in the trash bag market we used the Canvas strategy from the Blue Ocean Strategy book. [...]

[...] What problem or opportunity does it solve? As we said above, the trash bags represent one of the main steps in the recyclable process. Therefore with our biodegradable trash bag we assure to be a big step in the process of solving the environmental issue. Of course the following step would be to sort the garbage per material such as plastic, glass and the rest. It also gives the opportunity to our clients and prospects to feel better by contributing to the eco-friendly trend. [...]

[...] Garbage bags were first used and test in the commercial market, rather than home use- the first bag sold was to Winnipeg general hospital. Union Carbide Company in Lindsay, Who employed Hansen, bought the invention from Wasylyk and Hansen. In 1960 Union Carbide manufactured the first green garbage bags sold for home use. The name is known today as Glad Garbage bags.”[1] Since the garbage bag became a common product essential in everyday life, many different problems where to be solve. Therefore the challenge for the trash bags producer was to solve the problems and bring new opportunities. [...]

[...] Idealism and activism. Globalism and ecology. The importance of women Delivering the message: What Integrated Marketing Communications mix will you select? “These four P's are the parameters that the marketing manager can control, subject to the internal and external constraints of the marketing environment. The goal is to make decisions that centre the four P's on the customers in the target market in order to create perceived value and generate a positive response.”[3] Figure Source[4] 1. Product Decisions: Brand name/Product name: As we said above, the brand name is Global Thinking® and the product name is Treend Bag®. [...]