Advertising & Communication: Launch of a new Recycling center-‘Happy Center, the Real One’

Thèmes abordés

Advertising & Communication Launch of a new Recycling Center "Happy Center, the Real One"

Résumé du document

This document presents the development of a new service, a new recycling center called "Happy Center" based in California, a hotspot for environmental issues. This company, which specializes in the recycling of electronic equipment such as mobile phones and computers, collaborates with special nonprofit organizations such as Wildcoast and Oceana.
We have developed in different steps a strategy to set up an advertising campaign to promote the recycling center. Initially, we saw the different opportunities and threats involved in such a new service with the help of a SWOT analysis.After having determined the main objectives of the service launched, we determined the main targets of our service in order to develop the advertising campaign via our advertising and communication department. Through a Marketing Mix analysis, we have seen how the service will reach the target in terms of the media and non-media. We conclude this topic by fixing a budget with a proposition of an advertising campaign for our recycling center "Happy Center".

Extraits

[...] And recycle the rest” which shows that we are recycling what is not working but that we can also sell products which can be reused. Its functions This is a specific recycling center. In fact, we are going to explain exactly the functions of our system. First, we are specialized in electronically materials. Our main recycle product is mobile phone but we also recycle computers, laptops, cameras, printers There are now 2 different ways of dealing with us: - The first explain more easily our Center. [...]

[...] Parent company: Allan Company Features of the service: - Allan Company own 12 recycling centers in California. - The largest independent actor and exporter of recovered fiber with 20 countries. Exported fiber exported in United States represents more than 1.3 million tons per year. - Allan Company is equipped with a warehouse representing more than 600,000 square feet and owns around 15,000 tons of paper stocked to export. Target audience: We cannot precise a specific average in terms of age and gender. [...]

[...] This is why I think my project is a good one. I created 2 functions in only one business. This is the best way to differentiate ourselves face to the competition and this is also a way to separate risks regarding the two functions. In fact, I guess that the win-win factor with the possibility of reusing material and to buy us other products is also a good way to reach people. [...]

[...] In this case, we developed a new recycling center called “Happy Center” based in California, a main place for the environmental issues. This company specialized in electronic materials such as mainly mobile phones and computers, is working with special nonprofit organizations such as Wildcoast and Oceana. In this final paper we developed in different steps the service in order to set up an advertising campaign to promote the recycling center. We have seen first the different opportunities and threats procured by such a new service thanks to a SWOT analysis. [...]

[...] On a long term: The aim is to get over 60% of the market after 1 year. The aim is simple. We have the help coming from the two associations and advertising on such a new concept will reach many interested American people. How to reach the target Target audience External Audience: There are two types of target we have to focus on. The first one is dedicated to the first function of our company. In fact, people interested by giving their used material to buy something else are going to be younger people. [...]