Question

Topic: Student Questions

Devising Marketing Strategy....

Posted by Anonymous on 4/30/2008 at 1:27 AM ET 250 Points
as am mba student specialising in marketing, i am doing a project on " devising the marketing strategy for waste management industry in the NCR region" for private players....how do i go about doing it...kindly also throw light on kind of primary and secondary research i should do.....
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  • Posted by Levon on 4/30/2008 at 12:57 PM Accepted
    Well you need to look at data pertaining to average waste consumption in the region. You can usually find this data by dividing the total amount of waste output by the amount of people in the region - that will give you a per person (per capita) waste ratio. Then you need to look at the existing players and what their positioning is. Positioning your waste company as a niche provider may be the best market entry strategy. Niche provider in waste? Try positioning yourself as a Greener more efficient provider.
  • Posted on 5/5/2008 at 12:46 PM Accepted
    thanks a lot for replying to my querry....but would be able to elaborate on how should i go ahead in terms of marketing researcj...what kind of research shd be done?? or who should be my sample adn what kind of questions should be asked...
  • Posted by Levon on 5/7/2008 at 11:02 AM Accepted
    The kinds of research that you should conduct include: competitor analysis as well as explore economic data pertaining to market. If you have research funds you could survey and conduct focus groups directly to the end consumer. Then you can position your offering based on all the combined research listed above which will direct you to a informed marketing decision. Positioning yourself to what the market needs and setting yourself apart from the competition is marketing at its highest.
  • Posted on 5/7/2008 at 1:18 PM Member
    But the problem is there is not much competition in waste management in India..the major problem lies with the attitude of people who do not want to pay for the services and competion from local sweepers who are already serving the market. now people do not want a concept of this sort coz they feel this is useless...........so now what kind of research should be done ...would be something like identifying customer's demand through customer analysis???
  • Posted by Levon on 5/9/2008 at 5:41 PM Member
    You should add value to the service that otherwise would not be available by throwing rubbish directly into the street. You should emphasize the health risks that exist from the practice and how your service is bettering the environment which people live in.
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