1 | P a g e

Pag

e1

A DETAILED STUDY OF CONCEPT OF BRANDING OF SERVICE

WITH REFERENCE TO ECOMAN ENVIRO SOLUTIONS PVT LTD

SUBMITTED BY

KUNAL SANJAY MUTHA

T.Y.BBA, DIV-A

ROLL NO-59

UNDER THE GUIDANCE OF

PROF. ADITI SAMIR

SUBMITTED TO:

THE UNIVERSITY OF PUNE

FOR THE PARTIAL FULFILLMENTS

OF REQUIREMENT OF THE

BACHELOR OF BUSINESS ADMINISTRATION (BBA) DEGREE

MARCH 2013

PUNE411004

2 | P a g e

Pag

e2

DECLARATION

I hereby declare that the project work entitled “A DETAILED STUDY OF CONCEPT

OF BRANDING OF SERVICE WITH REFERENCE TO ECOMAN ENVIRO

SOLUTIONS PVT LTD” submitted to the University Of Pune is a record of an original

work done by me under the guidance of Prof.Aditi Samir, Faculty Member, Brihan

Maharashtra College of Commerce (BMCC), Pune and has not been submitted to any

other university or institute towards the award of any degree.

_________________

KUNAL S MUTHA

TY.BBA- A

ROLL NO. 59

3 | P a g e

Pag

e3

AKNOWLEDGEMENT

I want to take this opportunity to thank all those people who have been supportive for the

completion of this project.

I would like to thank BMCC BBA In charge Prof. BharatiUpadhye for her leadership,

not only during this project but during the entire course of this degree.

I would also like to thank our project guide Prof. Aditi Samir who has been extremely

supportive and patient during the completion of this project. Her wonderful suggestions

and her deep understanding of this subject have made sure that I receive the best

knowledge possible for the project.

4 | P a g e

Pag

e4

INDEX

Sr. no Title Page

no. 1. Introduction

-Meaning ( Organic Waste Management )

-International Market of Organic Waste Management

-National Market of Organic Waste Management

-Waste Generation Rate & Quantity

- Segregation of Organic Waste of Metropolian Cities:

-Meaning ( Brand )

-Branding Strategy

-Reasons for branding of services

-Competitors of Ecoman

2. Company profile-

ECOMAN ENVIRO SOLUTIONS PVT LTD

-Client List

-Ecoman‟s Automatic Composting Machine -Product Details

3. Research design

4. Data analysis and Interpretation

5. Conclusion

-Research findings of the company ( Ecoman )

-Suggestions, Opinions and Recommendations for co.

-Limitations of the study

-Suggestions for further research

6. Bibliography

5 | P a g e

Pag

e5

INTRODUCTION:

6 | P a g e

Pag

e6

Let us all try to make an effort to make this world better for us and

our future generations.

7 | P a g e

Pag

e7

Meaning

Organic Waste Management

Organic waste management is the collection, transport, processing or disposal, managing

and monitoring of organic waste materials. The term usually relates to materials produced

by human activity, and the process is generally undertaken to reduce their effect on

health, the environment or aesthetics. Waste management is a distinct practice from

resource recovery which focuses on delaying the rate of consumption of natural

resources. All wastes materials, whether they are solid, liquid, gaseous or radioactive fall

within the remit of waste management

Organic waste management practices can differ for developed and developing nations,

for urban and rural areas, and for residential and industrial producers. Management for

non-hazardous waste residential and institutional waste in metropolitan areas is usually

the responsibility of local government authorities, while management for non-hazardous

commercial and industrial waste is usually the responsibility of the generator subject to

local, national or international controls.

8 | P a g e

Pag

e8

Waste can be regarded as a human concept as there appears to be no such thing as waste

in nature. The waste products created by a natural process or organism quickly becomes

the raw products used by other processes and organisms.

Recycling is predominant, therefore production and decomposition are well balanced and

nutrient cycles continuously support the next cycles of production. This is the so-called

circle of life and is a strategy clearly related to ensuring stability and sustainability in

natural systems. On the other hand there are man-made systems which emphasize the

economic value of materials and energy, and where production and consumption are the

dominant economic activities. Such systems tend to be highly destructive of the

environment as they require massive consumption of natural capital and energy, return

the end product (waste) to the environment in a form that damages the environment and

require more natural capital be consumed in order to feed the system. Where resources

and space are finite (the Earth is not getting any bigger) this is ultimately not sustainable.

The presence of waste is an indication of overconsumption and that materials are not

being used efficiently. This is carelessly reducing the Earths capacity to supply new raw

materials in the future. The capacity of the natural environment to absorb and process

these materials is also under stress. Valuable resources in the form of matter and energy

are lost during waste disposal, requiring that a greater burden be placed on ecosystems to

provide these. The main problem is the sheer volume of waste being produced and how

we deal with it

9 | P a g e

Pag

e9

International Market of Organic Waste Management

The amount of rubbish generated by city dwellers is set to rise steeply in the next two

decades, with much of the increase coming in fast-growing cities in developing countries,

according to a World Bank report published on Wednesday.

The report, What a Waste: a global review of solid waste management, for the first time

provides data on municipal solid waste generation, collection, composition and disposal

by country and by region.

The amount of municipal solid waste is growing fastest in China – which overtook the

US as the world's largest waste generator in 2004 – other parts of east Asia, and parts of

eastern Europe and the Middle East, the report says. Growth rates for rubbish in these

areas are similar to their rates for urbanisation and increases in GDP.

The report estimates the amount of municipal solid waste will rise from the current 1.3bn

tonnes a year to 2.2bn by 2025. The annual cost of solid waste management is projected

to rise from $205bn to $375bn, with cost increasing most sharply in poorer countries.

A fisherman near a rubbish dump on the Sidon seafront in south Lebanon.

“World's urban waste mountain a 'silent problem that is growing daily”

10 | P a g e

Pag

e10

National Market of Organic Waste Management

India is the second largest nation in the world, with a population of 1.21 billion,

accounting for nearly 18% of world‟s human population, but it does not have enough

resources or adequate systems in place to treat its solid wastes. Its urban population grew

at a rate of 31.8% during the last decade to 377 million, which is greater than the entire

population of US, the third largest country in the world. India is facing a sharp contrast

between its increasing urban population and available services and resources. Solid waste

management (SWM) is one such service where India has an enormous gap to fill. Proper

municipal solid waste (MSW) disposal systems to address the burgeoning amount of

wastes are absent. The current SWM services are inefficient, incur heavy expenditure and

are so low as to be a potential threat to the public health and environmental quality.

Improper solid waste management deteriorates public health, causes environmental

pollution, accelerates natural resources degradation, causes climate change and greatly

impacts the quality of life of citizens.

Impact of Improper SWM on Pristine Ecosystems, Landfill Fires in

Visakhapatnam Landfill, which is Located in a Valley

11 | P a g e

Pag

e11

Waste Generation Rate & Quantity

The per capita waste generation rate in India has increased from 0.44 kg/day in 2001 to

0.5 kg/day in 2011, fuelled by changing lifestyles and increased purchasing power of

urban Indians. Urban population growth and increase in per capita waste generation have

resulted in a 50% increase in the waste generated by Indian cities within only a decade

since 2001. There are 53 cities in India with a million plus population, which together

generate 86,000 TPD (31.5 million tons per year) of MSW at a per capita waste

generation rate of 500 grams/day. The total MSW generated in urban India is estimated to

be 68.8 million tons per year (TPY) or 188,500 tons per day (TPD) of MSW. Such a

steep increase in waste generation within a decade has severed the stress on all available

natural, infrastructural and budgetary resources.

Between 21% and 40% (by weight) of municipal solid waste in Developing Countries is

organic, increasing to up to 45% if you include paper and cardboard. If the soil

component of this waste is included, more than half the waste sent to landfill can be used

as a growing media for plants. Considering the investment that went into creating the

organic waste (and the nutrients and energy contained in it) this is too valuable a resource

to simply throw away. However, organic waste sent to a landfill rots under anaerobic

(without oxygen) conditions, giving off methane gas. Methane is one of the 'greenhouse

gases' that trap heat in the atmosphere, contributing to climate change. Methane is

particularly bad in that weight for weight it traps 21 times more heat than carbon dioxide.

While garden waste can be shredded or chipped for use as mulch and compost, food

waste is putrescible (it becomes smelly) and attracts pests like rats and flies if it is left to

rot. In order to prevent potential health and environmental problems, food waste is

generally taken to landfills and buried or to fed to pigs. Feeding kitchen waste to pigs is

not an ideal solution to food waste as this practice can promote the spread of swine fever,

parasites and pathogens.

12 | P a g e

Pag

e12

INDIA WILL WIN NOBEL FOR FILTH, SAYS RAMESH

“If there is a Nobel prize for dirt and filth, India will win it hands down. There is no

competition for that and we have to do something dramatic on municipal solid waste”

Environment Minister Jairam Ramesh (courtesy: TOI, Nov. 21, 2009)

Landfill site at Powai, Mumbai

13 | P a g e

Pag

e13

Segregation of Organic Waste of Metropolian Cities:

14 | P a g e

Pag

e14

Brand

Brands are often thought of as a single message, logo, or slogan; however a brand can be

much more. A brand encompasses these tangible attributes, along with consumer

interactions, and public relations. In short, a brand is the sum total of every experience

people, consumers, clients, and target populations have with a company/organization,

their products and services for consumers

Literature gives several definitions of the term “brand”.

“The common themes are that a brand is more than just a combination of a name, a

design, a symbol or other features that differentiate a good or a service from others.”-

Dibb 1997

“It is a unique set of tangible and intangible added values that are perceived and valued

by the customer. In addition a brand is said to have personality, an emotional bond to the

customer that grows out of the perceived characteristics.” - McDowell Mudambi 1997.

According to the American Marketing Association, a brand is a name, term, sign, symbol,

or design, or a combination of these intended to identify goods or services of a supplier or

group of suppliers1. A brand identifies the suppliers‟ implicit values, ideas, and even

personality. It serves to create impressions that can be associated with a product or

service, as well as expectations of certain qualities or characteristics that make it unique.

Branding combines elements of marketing and advertising. Marketing and advertising

demonstrate what the brand owner is able to offer to the marketplace, consumers and

target populations.

These certain features of a brand grow out of a complex set of added values that can

comprise of history and tradition, additional services, marketing messages, quality,

popularity of the product amongst a certain group of users (status) and others. These

basis‟s of a brand perception prove that a strong brand cannot be established overnight,

The development of a brand takes time, strong financial marketing muscle and good

marketing skills such as

- Insight into customer needs,

- Ability to offer products or services that meet those needs,

- Creativity to produce exiting and compelling advertising,

- Ability to communicate differentiation in a way that customers understand and that

motivates them.

Without this process you do not have a brand but only a name and a sign for a product.

15 | P a g e

Pag

e15

Branding provides the means through which they can make choices and judgments about

products or services. For example, when shopping for laundry detergent or purchasing

coffee, consumers are more likely to select a more expensive, popular brand such as Tide

detergent or Starbucks coffee, on the basis of the perceived quality of the brand and the

reputation of the brand owner. Therefore, to successfully brand a product or service, it is

important to remember that branding is not what we do to the product or service, it is how

it is perceived by the mind of the consumer.

Benefits of a brand for

Sellers Customers

Identifies the company‟sproducts, makes

repeat purchases easier

Helps identify products

Facilitates promotion efforts Helps evaluate the quality of a product

Fosters brand loyalty – stabilises market

share

Helps to reduce perceived risk in buying,

provides assurance of quality, reliability

etc.

Allows to charge premium prices and thus

to get better margins

Is dependable. i.e. Consistent in quality

Allows to extend the brand to new

products, new markets and to new

geographic areas

May offer psychological reward i.e. status

symbol

Can communicate directly with the

customer, reach over the shoulder of the

retailer

“Route map” through a range of

alternatives

More leverage with middlemen Saves customer time

Is more resistant to price competition Is easier to process mentally

Can have a long live

Is more forgiving of mistakes

16 | P a g e

Pag

e16

With this potential a brand can offer an important competitive advantage for a seller who

has decided for a differentiation strategy. Even in markets with many similar products or

services a brand can provide some sort of uniqueness to a certain product. Depending

from the strength of a brand the branded product thus can be positioned towards a more

monopolistic situation.

With all these characteristics a brand is important in an organisations marketing mix.

Although it is basically a certain feature of the category “product”, it influences every

component of the marketing mix:

- The product gets a higher value in the perception of the customers.

- This influences the pricing policy in the way that often a premium can be charged.

- The promotional strategy and mix will be different because it is more focused on the

brand than on the individual product. For instance the introduction of a new product

under a well-established umbrella brand requires a very different promotion campaign

than the introduction of a new brand or an unbranded product. The decision for the place

and the marketing channel is influenced because a branded product with a higher

perceived value might be placed in an environment that is well related to the brands

personality.

Categories of brands by ownership:-

Manufacturer

brands

Own label

brands

Generic

brands

Licensed

brand

Combination

of brands

Initiated and

owned by

producers

Initiated and

owned by re-

sellers

Indicates only

the product

category, does

not include the

company name

or other

identification

terms

Use of names

or symbols of

other

manufacturers

often used in

fashion and

luxury goods

industry

Brands (co-

branding, co-

operation of

two

manufacturers

of branded

goods for one

product

17 | P a g e

Pag

e17

BRANDING STRATEGY

Developing a brand and branding first begins with the brand decision, to brand or not to

brand. Branding is such a strong force that hardly anything goes unbranded, including

salt, oranges, nuts, maid services, computer repair, and a growing number other products

and services. Once an organization decides to brand they should begin to think about

developing a branding strategy, which includes:

• a branding approach; • market assessment; • creating a brand name;• defining who they

are; and • outreach, promotion, and education.

BRANDING APPROACH

A company‟s branding approach identifies how they would choose to identify and

introduce their product or services. There are five distinct branding approaches

organizations use, which include:-

Line extensions (new product or service launched under an existing brand name);

-Line extensions include: Coke: Diet Coke, Coke Zero, and Cherry Coke.

Brand extensions (brand names extended to new- product categories);

-Brand extensions include: Honda automobiles, motorcycles, snow blower, mopeds, and

lawnmowers.

Multi-brand (new brand names introduced in the same product category);

-Multi-brand include: Procter and Gamble laundry detergents, Tide, Ivory, Gain, and Era.

New brands (new brand name for new services or products); and

Co-brands (brands bearing two or more well-know brand names)

-Co-brands include: Visa credit cards: American Airlines, Exxon, Capital One, and

Amazon. .

MARKET ASSESSMENT

18 | P a g e

Pag

e18

A market assessment is a process of gathering, analyzing, and interpreting information

about a market; about a product or service to be offered in that market; and about

consumers and partners for the product or service. Market assessment can provide

valuable information, such as consumers‟ behavior, portals of access for services

frequently sought, and what consumers know and/or think about the brand. Additionally,

it can help determine who your product or service affects and how it affects them.

Assessment helps develop brand names and unique selling propositions, identify potential

partners, networks, and intermediaries that can add value to their brand, and develop

promotional marketing strategies. Gathering information can be accomplished through

surveys, interviews, focus groups, and observations, or a combination of these methods.

CREATING A BRAND NAME

Creating a brand name that resonates with consumers is critical to successful branding.

The more generic the name the greater the likelihood the product or service will not reach

and maintain brand status. When selecting a brand name it is important to be aware that

common descriptive words are typically more desirable than scientific or “catchy” terms.

Ideally brand names should be short, easy to pronounce, memorable, and descriptive of

the function of the product or service. They should not be associated with negative

connotations in any language. Brand names should be usable and protected by trademark

claim and or registration. So, that the brand may be promoted in the future. Brand names

should be understood by the target audience, and be unique - not used by or confusingly

similar to other entities.

19 | P a g e

Pag

e19

Continue…

DEFINING WHO YOU ARE

Another recommended step for a branding strategy is to define who you are and what you

are experts at, a company‟s “hedgehog concept”. A hedgehog concept reflects what a

company is deeply passionate about, what they can be the best at, and what drives their

resource engine (e.g., time, money, brand).

Consumer ease of access, hands on assistance, and efficient and timeless assistance. This

brand value determines the brand‟s unique selling proposition. Sometimes referred to as a

slogan or tagline, a unique selling proposition is a verbal statement that reinforces the

brand. It is the bridge that connects the consumer want or need to the product or service.

To be valid, a unique selling proposition must make a proposition to the consumer – buy

or use this product or service and it will meet this specific need or want. Ideally, it

should answer a specific need or want revealed through a market assessment. The

proposition must be one that similar services either cannot or do not offer. It must be

unique, either a uniqueness of the product or service, or a claim not already being made.

The proposition should not convey any potentially negative connotations, and should be

easy to pronounce, be memorable and understood by the audience.

OUTREACH, PROMOTION, AND EDUCATION

Outreach, promotion, and education play key roles in developing a branding strategy,

because they give organizations the opportunity raise the awareness of their services and

programs. One of the many challenges and failures of branding strategies is

inconsistencies in what a brand aspires to be and what communities, partners, consumers,

and target populations believe about the products and services. On many occasions

consumers are unaware of public and community services. A critical group needs to19

educate it‟s potential partners and intermediaries, specifically those who can help build

and strengthen credibility and brand. Establishing a credible relationship with partners

can be viewed as a positive among your target populations. Educating partners will help

20 | P a g e

Pag

e20

raise the awareness and acceptance and can demystify the assumptions partners may have

about a company as a perceived threat or duplication of services. It would also help

educate consumers who are hesitant to seek your services or those who have in the past

had frustrating experiences with long-term care services and systems.

Reasons for branding services

Although the principles for branding of goods and services are generally the same there

occur some differences. These arise from the different natures of both categories. The

main differences that influence branding policies are that services :-

-have a changing level of quality,

-the consumer has to become involved in the consumption of a service actively,

-they are intangible and not storable.

When a brand in general gives the consumer more confidence in his choice this is even

more important for services. Their quality and other features are more difficult to assess.

Because of their intangibility and complexity it is harder for the customer to distinguish

between the offers from the wide range of service companies operating in the market

place.

Branding is increasingly important in helping them to choose where to get a service.

They want to be able to tell who is good at what.

21 | P a g e

Pag

e21

Competitors of EcomanEnviro Solutions Private Limited

VermigoldEcotech Private Limited

Eco-Wise

Lotus Environment Technology Private Limited

Waste Management

Kivar Environ Pvt Limited

UPL Environmental Engineering Limited

RamkyEnviro Engineering Limited

Unity Infraprojects Limited

EsselInfraprojects Limited

Lora Enviro Power

AmtexSoftome

Hanjer Biotech

Bhavani Bio-Organics Limited

Kanak Resources Management

Synergy Waste Management Private Limited

National Cleaning Company

Satarem Enterprises

Trimex

Earth Care Equipments Private Limited (OWC)

Soilink Organic Waste Utilization Systems (OWC)

Myco Compost (OWC)

Mailhem Engineers Private Limited (OWC)

Saveco Private Limited

Master Engineers (Biogas)

Excel Industries Limited (Biogas)

Pace Power

22 | P a g e

Pag

e22

COMPANY PROFILE:

ECOMAN ENVIRO SOLUTIONS PVT. LTD. Ltd. was established in Pune in 2009.

Their main area of interest is Green Infrastructure projects.

Their mainstream product for Solid waste Management is an eco-friendly organic waste

composting machine, which they take great pride in introducing, as the „only of its kind‟

in the market in terms of technology, efficiency, operation & effortless management of

organic waste, thus providing a fool-proof solution to the gruesome problem of waste

management faced by our entire nation.

There composting machine has received a remarkable response from various strata of

society, inclusive of builders, I.T companies, corporates, hotels as well as residents.

And this is just the beginning of their sincere efforts to put an end to the disastrous

damage that our ill-managed waste is causing to our beautiful environment.

Every composting machine purchased by their customer is a huge step towards

contributing to a „Clean & Green Nation‟. Their efforts are just not complete without the

co-operation of any of our environment-conscious clients and we hope to strengthen this

bond for the sole purpose of protecting our Environment.

With the inception of manufacturing automatic composting machines for residential and

commercial purpose they plan to tap not only the market in India through PAN India

distribution but also countries like Italy, U.K major part of Europe, cities like Dubai etc.

across the world from whom they have received great interest for their machines and

probable orders, for the purpose of use in the foreign market as a total solid waste

solution.

23 | P a g e

Pag

e23

CLIENT/PROJECT LIST

COMPLETED ORDERS

Pimpri Chinchwad Municipal Corporation;

L&T Infotech

Mr.Raman Khinvasara (model colony);

Gokhale Recreational Resort (Sindh Housing Society) Mr.Yogesh Behl (Mayor -

PCMC);

Mr.Mohansingh Rajpal (Mayor - PMC) Mr.Rajshekhar Iyer (Medical Director - PCMC);

Mr.Prakash Joshirao (Karve Nagar) Mr. Kulkarni (Chinchwad);

Tyagi properties (3 sites);

DSK Developers (3 sites)

Clover Builders

Harshad Developers (Premio)

Gund & Pethe (Kamleshwari Park)

Ackruti Jay developers (Hubtown Countrywoods)

Pudumjee G-Corp

Swapnali Bhosale constructions (God‟s Grace 2);

DSK Hariyali

DSK Sunderban

Clover Builders

Harshad Developers (Premio)

Gund & Pethe (Kamleshwari Park)

Ackruti Jay developers (Hubtown Countrywoods)

Pudumjee G-Corp (Greens)

Swapnali Bhosale constructions (God‟s Grace 2);

Amanora Park town

Reelicon Shelters Pvt.Ltd.

K.Raheja Builders

DSK Supinfocom Institute

J.D Constructions

Cosmos Regency

Kalaapi builders

L&T Infotech (Powai & Airoli offices)

Inamdar Hospital

INC Developers, Manhattan

Kolte Patil (Glitterati)

Mont Vert homes Bellrose

Kunal builders

Harshad developers (Ashok Nagar)

L&T Engineering, Vadodara

24 | P a g e

Pag

e24

CONFIRMED ORDERS

Vascon (4 projects);

Kohinoor builders;

Rama Group;

Goyal developers;

Clover Builders;

Amit Enterprises

Nirman Developers

PIPELINE ORDERS

Paranjape Schemes;

Wipro

Nanded City;

Shreyas Restaurant;

Bunty Properties;

Pharande spaces;

Rainbow housing,

Panchshil ;

Lunkad Realty;

Suyog Developers

Kumar Properties

Navjeevan Properties

Tata Realty

Darodejog Properties

Nyati Constructions

Ahura Builders

NTPC Surat

Nirman Developers

Salunke Vihar Society

Pristine Properties

Kalpataru (3 sites)

Pinnac Housing

Malkhani Builders

Dreams group

SAMPLES INSTALLED IN THE PAST

Celestial City

Woodsville

Marriott

Amanora

WIPRO Paranjape Blue Ridge

25 | P a g e

Pag

e25

ECOMAN‟S AUTOMATIC COMPOSTING MACHINE

Microbes transform food waste containing carbohydrates,protein and fat into light and

stable substances, such as H2O and CO2

PROCESSES ANY FOOD

JUST PUT ANY FOOD WASTE LIKE CURRY, ROTI, BREAD, EGGS-SHELL,

CHICKEN BONES, FRUITS, FISH, ETC. INTO THE DECOMPOSER JUST AS

YOU WOULD THROW A PAPER IN A DUSTBIN & FORGET ABOUT IT.

IT CONVERTS INTO COMPOST AUTOMATICALLY IN 6-8 HOURS.

NOISELESS, ODORLESS, AUTOMATIC OPERATION.

ALL YOUR WET GARBAGE IS TAKEN CARE WITHOUT ANY HASSLES.

Deodorizer

Lid

Food Waste

Air Exhaust

Decomposing

Tank

Mixer

Boiler Control Unit

Nano-

Catalyzer

Vent into Atmosphere

Nano- Catalyzer

26 | P a g e

Pag

e26

WORKING:

The entire process is natural & biological. The decomposition is done by microbes /

microorganisms, called “Acidulo” which are our patented microorganisms. These

microbes thrive in high temperature and even in high acidic or salty atmosphere as well.

When Food Waste is put from above, moisture is sensed below & the tank is heated from

below. Due to this water content in food waste is evaporated and goes out to the

atmosphere as water vapor through deodorizer. Due to passing through the deodorizer

there is no odor.

As any food waste contains 75-80% moisture we achieve an 80% volume reduction due

to evaporation.

After that the microbes are then activated due to high temperature & they decompose the

remaining food. That‟s how we achieve a volume reduction of 95% i.e 100% waste to

5% compost

There is no crushing or grinding & it is 100% natural process. The blades are only for

stirring. Due to this it is noiseless.

Immediate After 4hours After 8hours After 12hours After 16hours After 20hoursAfter24Hours

27 | P a g e

Pag

e27

Ecoman‟s Automatic Organic Waste Management Composter – FOODIE

APPLICATIONS

At Ward Level

Vegetable Markets

Fish Markets

Society / Apartments

Factories

Commercial Malls / Buildings

Canteens

Restaurants / Hotels

Marriage Halls

28 | P a g e

Pag

e28

Residential Product

Industrial Products

29 | P a g e

Pag

e29

No Picture

30 | P a g e

Pag

e30

BENEFITS

Processes all types of Food Waste ( like CURRY, ROTI, BREAD, EGGS-

SHELL, CHICKEN BONES, FRUITS, FISH, ETC.)

95% Volume Reduction. 100% Food to 5% Compost of High quality

Odorless, Noiseless, Automatic Operation in 6-8 hrs.

Stainless Steel Tank with life of 25 Yrs +

Remove Compost only once a month.

Result at Source – Ends at start point.. Immediate Solution.

Satisfies the 3R‟s – Reduce, Reuse & Recycle

Closes Ecological Loop – The food goes back to soil from where it comes.

Cost Savings: Collection, Transportation, Storage, Processing, Manpower

ZERO GARBAGE CITIES. No Community Bins

31 | P a g e

Pag

e31

A. 'FOODIE' is an organic waste composting machine which satisfies the '3R' principle of

Reducing Garbage, Recycling Garbage into Manure & Reusing Manure for your plants.

B. It converts any food waste (CURRY,ROTI,BREAD,EGGS-SHELLS,CHICKEN

BONES,FRUITS,FISH etc.) into manure/compost in your

home,hotel,building,complex,factories etc.

C. There is 95% volume reduction of waste i.e. 100% waste is converted into 5% high

quality manure, which can be used for your plants, in your garden.

Thus FOODIE completes the ecological loop.

32 | P a g e

Pag

e32

Research Design

Objectives of the study-

To get a brief insight of the organic waste management sector in India and world

To understand awareness of customers with respect to brand

Ways to attract more customers for the company

Looking for ways to expand the business nationally and internationally.

Analyzing and interpreting the data collected from the customers.

This research analyzes the concept of branding of services of Ecoman.

And puts forward core competitiveness strategy in the organic waste

management enterprise and the comprehensive system that includes three

connotations:

Best Service, Total Customer Solution and Structured System.

Type of Research

The type of research being used is Descriptive.

While most literature relates to branding for goods, this research focuses also onissues for

branding professional and specialized services of Ecoman.

Collection of data

The method/technique of data collection is :-

Primary – Interview, Technological eg-Competitor, Personal, Mail, Questionnaire,

Online Researchand Telephone

Sampling

The sample used for research is stratified, which is interviewing 20 users of organic

waste management via Questionnaire. eg- OWC,Vermiculture,Biogas Plant, Foodie.

33 | P a g e

Pag

e33

Conclusion

Clearly, more appropriate and sustainable approaches to waste need to be adopted. To be

sustainable we need to move the emphasis toward a system that is local, community

based makes use of low tech / low energy systems and is focused on waste minimization.

This is an approach which we at Full Cycle advocate.

Other methods of managing waste include:

Waste minimization is an approach that aims to reduce the production of waste through

education and the adoption of improved production processes and less wasteful practices.

Recycling by separating certain materials within the waste stream and reprocessing them.

The recycling of many materials is currently not financially viable.

Waste processing is treatment and recovery (use) of materials or energy from waste

through thermal, chemical, or biological means.

g

US‟s waste collection truck to curb the rising waste that is increasing everyday

34 | P a g e

Pag

e34

The present citizens of India are living during times of unprecedented economic growth,

rising aspirations, and rapidly changing lifestyles, which will raise the expectations on

public health and quality of life. Remediation and recovery of misused resources will also

be expected. These expectations when not met might result in a low quality of life for the

citizens.

Pollution of whether air, water or land results in long-term reduction of productivity

leading to a deterioration of economic condition of a country. Therefore, controlling

pollution to reduce risk of poor health, to protect the natural environment and to

contribute to our quality of life is a key component of sustainable development.

“Even the best waste management system in the world has shown that it cannot withstand

the test of a global financial downturn; and with the global population, GDP per capita –

and therefore the amount of waste – increasing globally we must become aware of the

consequences and do something about it…”

35 | P a g e

Pag

e35

Branding is one strategy that Ecoman can use to help build its base and spread awareness

and acceptance among clients, consumers, suppliers as trusted resources for long-term

supports and services. Effective branding of its own services creates awareness of who

the company is, what theystand for and what unique and meaningful benefits it can

deliver. Branding may involve a name, logo, symbol, unique selling proposition, an

advertisement, jingle, and design scheme, among other tangible attributes. However, a

brand is more than just this. It is a promise, the totality of perceptions; everything you

see, hear, read, know, feel, and think about a product, service, or business. It holds a

distinctive position in customer‟s minds based on past experience, associations, and

future expectations. In general, a brand is a symbolic embodiment of all the information

connected to a company, product or service. It serves to create associations.

In the last years the organic waste management industry has seen some developments that

required new strategies:

-Globalisation: Growing base of customers because they are legally required to follow

the norms regarding managing the organic waste as proposed by the government or any

other higher body. In addition global clients have realised the high need for managing

organic waste. They often prefer a solution for waste management that is globally

recognised and efficient.

-Stagnation in the core business: The traditional method of managing the organic waste

through vermiculture does not show high growth ratesi.e reducing the problems of

organic waste. An individual firms growth can mainly be achieved at the expense of

competitors only.

-Growth in waste management services: Day by day increasing of organic waste has

created a need for managing waste through different measures. The waste

management firms have traditionally done some ways to manage waste and now they

developed these activities aggressively. This had two results:-

-A growing variety of services offered – Led to the development of new products due to

technological change and upgradation. It had to be communicated to existing and

potential clients. The new waste management firms came into direct competition with

the traditional waste management firms which had their own brands and reputation

36 | P a g e

Pag

e36

-Need for qualified people: With the development of new products/services all firms

needed much more highly qualified people. Recruitment became an important issue.

This led to a competition to attract the best of best in the field.

All these factors together increased competition amongst the waste management firms.

For this industry excellent quality and efficiency i.e. time saving process, is not a means

to get a competitive advantage, it is an important requirement for any success at all. A

large variety of services is important; but the customer will perceive it only in the

moment he needs a certain service.

Branding is an element of an overall marketing and outreach strategy. Developing and

building a brand depends on multiple variables, such as type of services, products, type of

industry, target population, competitive or similar services, and private or public sector,

among others. Effective brands are composed of core elements and have unique aspects

that make them successful.

Qualities for a Successful Brand:-

→Competent

A product or service must fulfil its promise and ensure the delivery of high-quality

services are aligned with the company/organizations vision, and delivered with genuine

commitment to customer satisfaction.

Dell Inc. provides consumers with the most effective computing solutions to meet their

needs. As a result, Dell has become an industry-leader

→Clear

A strong brand is clear about what it is and what it is not

Volvo is clear about its commitment to safety. Their brand is not about speedy sports

cars, small economy cars, or luxury cars, but about safety and the people you care about

→Compelling

A brand is appropriate for and interesting to its target audience. If not, it is ineffective

and useless.

BMW is focused on providing the ultimate driving experience for its luxury-performance

automobile consumers

37 | P a g e

Pag

e37

→Consistent

Brands are always what they say and who they are to bolster their brand attributes.

Wal-Mart has been consistent branding itself as a low-cost retailer with a pledge to

customer service, and satisfaction.

→Constant

Brands are always visible to their customers and prospects.

Coca-Cola is the world‟s most recognized brand with its trademark bottle shape and

dynamic ribbon below the Coca-Cola

→Connected

A brand connects to appropriate communities, affiliations, and partnerships. Establishing

and maintaining a network of partners, intermediaries, and customers is important.

Organizations should develop relationships that can reinforce their brand.

The United Way of America has established and built partnerships with government,

schoolsetc.,

→Committed

Brands are not a one-time event; it is not about fads, but built over time and requires

steadfast commitment to ensure long lasting success. Brands build value over time

through consistently living the brand promise

The strongest brands in the market have either been around for a long time, such as Coke

and IBM.

→Current

A brand is based on current needs with room to meet new and/or different needs in the

future.

38 | P a g e

Pag

e38

Research Findings about the company

In this situation Ecomanis doing all their very best to differentiate themselves

successfully from competition all around the globe. They have reached a stage where, no

waste management firms has the same efficient technology. Technically, Ecoman doesn‟t

have any competitor to its product instead it has a substitute to its product.Not any of the

organic waste management firms appear to have similar defining products and service

qualities as that of Ecoman.It looks like other firms are not sending any consistent

messages about their organisation to external audience‟si.e. Awareness about the

products, services and presence of the brand in the market

Since, its operation Ecoman has realised that strong brand with a personality and a clear

messagecan be a valuable means for differentiation and thus for gaining a competitive

advantage over other firms and also increasing its customer and client base. It has done a

thorough research of the local market (as for now) and they have found out that their

customer and client base is very small and limited. It‟s a niche market. Therefore to

promote their brand continuously, easily and in an effective way.They havecome up with

a strategy to market their services and products to client and customers personally with

the help of Marketing Executives.

Ecoman is now investingheavily to reposition their brand and to develop their good name

in organic waste management industry by taking a next huge step that is by starting up its

own production plant in Khadki,Pune,India.The plant has been in operation since

February 2013. The production of its automatic organic waste composter is already in

pipeline. This has boosted the brand Ecoman to another level in the organic waste

managemeurnt sector. This measure also resulted in reducing the price of each individual

automatic organic waste composter to come down marginally by 20 to 30%.Ecoman has

a tremendous capacity to grow to be a multi-national company due to the services and

product that it offers for management of organic waste. Organic Waste Management is an

upcoming sector that will be fast growing in the coming years. As the world is in dire

needs to curb crisis of the growing waste problems that is increasing every passing day.

Ecoman as the organic waste management company has come up with the idea of solving

this problem through its Automatic Waste Composter that produces the result on site

without consuming much time, effort, space and money.Hence, reliable option.

Ecoman looks to solve this problem permanently by offering a unique solution

specially designed & suited for India:-

- DECENTRALIZED SOLUTION: At point of generation

- Make cities free of community bins &landfills.

39 | P a g e

Pag

e39

Solution at Source

Process your own wet/organic garbage in your own society / area and give recyclables for

recycling.

In this way you can achieve “Zero Waste”.

Zero Waste Means :-

Reducing the volume of generation of garbage by using the method of

SEGREGATION & PROCESSING OF GARBAGE AT SOURCE.

Segregation at source means separating the wet and dry garbage in the kitchen itself.

Two bins are kept in the kitchen for wetgarbage and dry garbage separately.

Which is wet and which is dry garbage?

WET AND DRY GARBAGE

Dry Garbage Wet Garbage

Recyclable/Reusable/other Plastics, Metal Coconut shell Thermacol, foam Rexene Battery cells Paper Cloth, cotton rubber Bulbs…. Miscellaneous

Bio degradable Vegetable waste Food waste Garden waste Wood shavings Hair/nails Egg shells Bones All types of Meat All types of sea food

40 | P a g e

Pag

e40

BENEFITS OF ZERO WASTE

-Valuable recyclable materials will not be wasted at dumping grounds.

-Conversion of wet garbage into manure,

nature‟s wealth being restored. Completing nature cycle

-Cleaner roads, lesser pollution

ECOMAN’S PROPOSAL SOLUTION AT SOURCE

WARDS &

Individual

Societies

/Townships

/Commercial

Buildings

/Hotels be

installed with

ECOMAN’s

COMPOSTING

MACHINE

So wet garbage will be processed at source i.e. at every household /society / hotels / factories/ townships, etc.

The wet

garbage is

processed

at source in

less than 24

hours and

converted

to high

quality

compost.

41 | P a g e

Pag

e41

Suggestions, Opinion and Recommendations for the company

Ecoman as a waste management firm is doing a fair job of branding its services and

products through a personal touch or in an easy term it can be referred to as mouth to

mouth publicity to customers and clients. Which has brought a good response from

various strataof the society, in a way that the company was looking for.Even though the

company is fast growing at a local level. It‟s still slowly picking up pace at national and

international level. As they haven‟t yet set up their branch office at various places across

national (except in Navi Mumbai) and international level..

It is known and pretty logical that no company can grow faster and increase its brand

value in a fortnight just by mouth to mouth publicity. In my opinion the potential and

caliber company like Ecoman should look into modifying their branding strategies for

national and international market by advertising on a large scale through a suitable

medium, doing a tie up with other waste management firms, partnership, joint venture or

franchising. Ecoman should identify their target market at national and international level

with the help of market assessment strategy and then to penetrate and capture the whole

market by publicizing about its product and services and thereby look into creating a

brand value of its own in an organic waste management industry.

The potential company like Ecoman will grow itself to be called as an ideal organic waste

management solution if it goes for promotion of its products and services that it offers i.e.

through exhibitions, education (awareness), media etc. It should look for expansion and

opening up of new branches across the globe to fulfill the wants and necessities of the

customers and clients based there. Hence, leaving them fully satisfied. The timing is right

to follow this path as day by day new companies are coming up, which may try to imitate

the product and services that it offers. Thereby causing potential revenue loss to

company.

42 | P a g e

Pag

e42

Limitations of the study:

The study was conducted only in Pune city whereas Ecoman is providing service

countrywide and globally. This might result in biased response.

The sample size was total 20 which are not exactly sufficient to explain the attitude of the

customer towards the brand Ecoman. Therefore, a proper research on this topic should

cover the customers from various cities at national and international level.

-Biased responses of some respondents.

-Many respondents were not giving personal information like email id and contact

number.

-The study could not provide one proper solution to increase the brand awareness of the

company.

-Some of the customer‟s couldn‟t schedule the interview due to the busy routine.

-Receiving false and manipulated information.

.

Suggestions for further research:

-The geographical are covered by the research should be larger.

-The sample size must be much higher.

-The budget to conduct research should be higher so that more data can be gathered, And

we will get more sophisticated and accurate findings.

-Different statistical tools can be used for better results. As statistical techniques will give

statistical figures which will give accurate information about the sector and the company.

-A comparative analysis with the competitors will give a better picture of

Ecoman as a brand.

-Samplingequal number of every type of different organic waste management users i.e.

brand and solution wise

43 | P a g e

Pag

e43

FAQ‟s (Frequently Asked Questions) by clients and customers.

1) Is the compost dry?

Yes the compost is completely dry like soil having dark brown to black color.

2) Is there any smell?

No smell or odor as there is deodorizer

3) Any noise?

No noise as there is no crushing or grinding

4) Any gases?

No gases as it is aerobic digestion i.e. continuous air intake and air outlet

5) Electricity consumption?

Rs.10 to Rs.15 per flat per month

6) How much waste you consider per flat?

Corporation says 400gms per house, we

consider 500gms per house. Only in luxurious apartments we would consider more as

rich people tend to waste more.

7) Warranty?

1year

8) Maintenance?

Sir honestly there is no maintenance as there are no wear & tear parts which happens

when there is crushing or grinding. We do not expect the client to sign any AMC. If there

is any fault we would charge at actual and which would happen rarely.

9) Any operator needed?

No. As it is fully automatic, garbage collector can just open the lid and dump the waste.

44 | P a g e

Pag

e44

10) What all can it process?

Any organic waste including bones, fish bones, egg shells, curry, etc. Even leaves and

small twigs. Only it cannot process coconut shell which is hard like stone and big

branches.

11) Even bones get processed in 6-8hrs?

Sir honestly bones do not get processes in 6-8hrs, but they remain in machine and get

processed in 2-3days.

12) Do you have to add any bacteria culture every time?

No. The machine initially comes with our sawdust till half level of machine which has

our bacteria culture in it. The bacteria reproduces continuously, so you have to never add

anything ever in your lifetime.

13) Why you do not have to add bacteria sawdust ever again?

When you remove the compost after a month only half is removed automatically in

bigger machines as the door is there at half level. The remaining compost already has

bacteria for new waste that you will put in.

14) Are these bacteria harmful?

Not at all as they grow only in high temperature of 55degree Celsius to 85degre Celsius.

So they do not possess any threat to humans and are free of any pathogens.

15) Can the compost be used directly in plants?

Yes the compost can be used directly in gardens or plants. Only that since it is

concentrated less amount than your normal compost should be used. We have compost

tested from Agriculture College Pune.

16) What if any plastic bag or rubber or any inorganic is put in?

Since there is no crushing or grinding it will not harm the compost or machine. While

putting the waste next day you can see that bag & remove it easily. If there was crushing

then the entire compost would have been damaged. This does not mean you can put

plastic and metal in it. A random plastic bag will not do any harm.

45 | P a g e

Pag

e45

17) What if a metal rod is put?

It should not be put in, but if put by mistake the blades will get stuck and machine will

overload and trip. In worst case scenario blades will break which are cheap and can be

fixed with nut-bolts.

18) Dimensions?

Mentioned in presentation

19) Specifications?

All electrical specifications & other detailed specifications are mentioned in the

presentation.

20) If load shedding?

Machine operating time is only 6-12hrs. So if there is no electricity for few hrs. no

problem.

21) How is the exhaust air pipe connected?

It is connected to the sewage or storm water drain line, or to top terrace or outside

compound wall. There is no water or gas through the exhaust air pipe, only air.

22) What if the strength of bacteria reduces?

The bacteria continuously reproduces so its strength or power does not reduce. If there is

a worst case situation like someone puts 100kg baygon or 100kg alcohol in the machine,

then the bacteria will die and we would give you new sawdust which will have bacteria

culture in it

46 | P a g e

Pag

e46

Questionnaire

Name: ___________________________________________

Address: ___________________________________________

Phone Number: ___________________________________________

Email id: ___________________________________________

Q1. Rate the organic waste management solution in terms of your awareness. On

the scale of 1 to 4

OWC __ Vermiculture __ Biogas __ Automatic waste composter __

Q2. Rate accordingly, OWC, Vermiculture, Biogas Plant , Foodie which you would

consider buying. On the scale of 1 to 4

OWC __ Vermiculture __ Biogas __ Automatic waste composter __

Q3. Rate the organic waste management solution you’ve heard the most

about?(from among the four only). On the scale of 1 to 4

OWC __ Vermiculture __ Biogas __ Automatic waste composter__

Q4. Rate the organic waste management solution that you would prefer to use. On

the scale of 1 to 4

OWC __ Vermiculture __ Biogas __ Automatic waste composter__

Q5. Rate according to how favorable is your attitude towards these four solutions of

organic waste management? On the scale of 1 to 4

OWC __ Vermiculture __ Biogas __ Automatic waste composter__

Q6. Rate the four solutions according to you that will satisfy your needs? On the

scale of 1 to 4

OWC __ Vermiculture __ Biogas __ Automatic waste composter __

Q7. Rate the composting capability of the four organic waste management solutions

you think will be better. On the scale of 1 to 4

47 | P a g e

Pag

e47

OWC __ Vermiculture __ Biogas __ Automatic waste composter__

Q8. Which of the four organic waste management solutionswould you like to opt for

in terms of brand and efficiency? On the scale of 1 to 4

OWC __ Vermiculture __ Biogas __ Automatic waste composter__

Q9. Rate according to which of the four organic waste management solutions would

you recall by hearing “Organic Waste Management”?

On the scale of 1 to 4

OWC __ Vermiculture __ Biogas __ Automatic waste composter__

Q10. Which organic waste management solution are you using?

Are you happy with the current organic waste management solution you’re using?

________________________________________________________________________

________________________________________________________________________

Q11. Any additional comments? Or suggestions for increasing the awareness of

Ecoman’s Automatic Waste Composter?

________________________________________________________________________

________________________________________________________________________

THANK YOU !!

48 | P a g e

Pag

e48

F-50 Model Installed at one of the site of Tyagi Properties in Pune.

F-30 Model installed at PMC‟s basement in Pune.

49 | P a g e

Pag

e49

Picture of sawdust which is mixed with bacteria to convert waste into manure.

Picture taken 12hrs after the organic waste has been processed

50 | P a g e

Pag

e50