green club: yes, we ‘can’! contributors: anna pastwa | gyan prakash | nichlas kvist jørgensen...
TRANSCRIPT
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Green Club: Yes, we ‘can’!
Contributors:
Anna Pastwa | Gyan Prakash | Nichlas Kvist Jørgensen
Simon Overgaard | Victoria Vic
[Group 4]
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Keep high level of performance
Lack of incentives
Near zero brand identity
Challenges
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Problem Statement
Despite the high performance level of
Dansk Retursystem, it is lacking brand
awareness and user engagement which
are key trends in the future for modern
companies.
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Trends
Gamification
Smartphone interaction
“Buying into something”
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Solution
Gamified loyalty program
Creation of a ‘nudge’
Benefits to loyal recyclers
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Download app and sign up
Start recycling
Scan receipt and obtain pointsUse points for benefits
STEP 1 STEP 2
STEP 3
Green Club: Working Mechanism
STEP 4
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Customer Feedback
A smart, cool and easy idea to inculcate in everyday life
Get money as well as additional benefits
Motivation to recycle more
Prices, offers and discounts should be attractive for viability
0 0.2 0.4 0.6 0.8 1
Reasons for using the app
Interest in the app
90
10Males
100
Females
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MarketingTV Commercials Sponsorships
Social media Pant-machines
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ImplementationOctober 2014 2014 2015
1. 1-2 m
2. 1 m
3. 3 m
4.
4.1
4.3 4.2
1 y
4.4
5. 1y 2 m
1 – Market Research, 2 – App Development, 3 – Hiring, 4 – Execution of Marketing Strategy, 5 – Partnering with companies; 4.1 Pant Machine, 4.2 Sponsorship, 4.3 Social Media, 4.4 Television6. Launch
*y = year, m = month
6.
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Financials
Costs Courtesy DKK
App Development Pikuseru 500.000
Team 3 hires 1.500.000
Social Media Ads Facebook ads 12.000
Pant Machine Ads Posters (vistaprint) 67.500
Sponsorships Free coffee event 40.000
Television ads TV2 Primetime, Oct & Nov
280.000
Total 2.249.500
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Appendix
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Segments15-30 years old Youth are critical
and more demanding for innovative solutions. They don’t have a specific solution for them
PROBLEM
30-60 years old They already have been introduced to the new Pantstation which is convenient for them.
NO PROBLEM
60-90 years old They want simple solutions they are used to and is convenient. The shops works fine for them.
NO PROBLEM
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Partnership USPs
A broad youth segment as sales channel.
A green profile/CSR
Potentiel to sell more products when consumers engage with partner.
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Example of point-system
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Gamification“Gamification can help get stakeholders
passionately and deliberately involved with your organization.”
“Game-style engagement can bring an element of enjoyment to otherwise dull or
challenging tasks.”
“Gamification can be used to nudge people” - Deloitte Review
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