BP - Collaborators

Thoughts on the channel members (collaborators) who would play a vital part in promoting glass and add value in their own way:

1. B2B customers - these are the direct customers of O-I, who take the bare bottles shipped to them and not only put their beverage in it but add packaging/labeling before it reaches the market. Their key value add is product it two-fold:
a. packaging attractiveness
b. info on labels about benefits of glass vs. plastic

2. Restaurants/grocery stores - they add value in terms of place and time - i.e. giving appropriate shelf space and choices to the consumer in terms of glass bottles and also how easy it is for the consumer to buy them (time savings)

3. Communities/government - they provide place and time value in terms of recycling options - have enough recycling stations within easy reach so that people are able to recycle glass bottles easily and realize one of the key benefits of glass promised to them.

4. NPOs - they would add value in terms of product expertise - vouching for the earth-friendly features of glass and also adding credibility and third-party endorsement of O-I's message.

I think these are the 4 key collaborators which O-I needs to work with to get the most out this marketing plan execution...