The next major point of inflection in the project is about "what" is meant by marketing Glass is Green.
If I think in terms of O-I, various avenues seem plausible to pursue, some of which are already been followed by the company to varying degrees, others not so much. O-I already has a sort of operational goal of cutting its CO2 emissions by 65% by the year 2017 (using 2007 as baseline). To achieve that, they have been thinking in terms of:
a. increasing share of recycled glass in our furnaces
b. decreasing energy consumption, in general
c. finding other ways of cutting emissions
To support this goal and to lend a marketing spin to this initiative of glass promotion, here is what I thought were the universe of choices:
1. Encourage more recylcing, in general, in our communities as a way of getting more glass back
2. Sell the environmental benefits of glass to our B2B customers (Pepsi, Coca-Cola, etc.) in order for them to buy more (as a way to, in turn, support their sustainability goals)
3. Market directly to the end customers and increase the demand for glass (which should have effects in 1 & 2 above)
As a marketing objective, each of these options have vastly different strategies. Maybe need to factor in the "biggest bang for the buck" theory....
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Amanjeev, did I already tell you that it's nearly impossible to recycle green glass....?
ReplyDeleteMaybe you did but tell me again Megan - why it is nearly impossible to recycle glass. That will probably help me understand my target segment better.
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