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The Market Summary
Highlights:
The beverage manufacturers and packaging industry in Australia have dramatically increased its use of reclaimed plastic in its production processes. The companies are demanding high quality reclaimed and recycled plastic for the consumer products. To date, the beverage industry players like Coca-Cola Amatil and Nestle are already facing supply shortage of high food grade recycled bottles to be used in their products. Other major FMCG companies including Unilever have announced to use 25% PET packaging for Omo laundry detergent by sourcing from within Australia (Mordor Intelligence, 2020).
Target Market:
The current target market of Westside Waste Management Company will be beverage companies and packaging companies. As there are number of beverage companies, currently the company has decided to make contract with three active beverage companies (CCA, Scheweppes and Tru Blu Beverage) and partner up with APCO.
Marketing Strategy
Our advertising and promotional strategy will be two-fold. In first phase, our promotion will be focused on before, during and six months following the processing plant opening. In the second phase, the promotion will be dealing with establishment of long-term contract with the partner clients and improving the waste recycling knowledge amongst the public through various campaigns. The company is operating as a B2B operator that will extend its services to the industrial clients. The B2C services will only be provided to the extent of knowledge provision so that overall behavior of customers towards recycling plastic can be changed and influenced. The focus of second phase will be on improving the sourcing of recyclable plastic waste from domestic and industrial clients.
Vision
“Now companies will be able to scale down the cost of packaging bottles and other products by using recycled plastic”
Mission
The mission is to help, interact and assist the beverage industry and packaging industry leaders on their transition towards becoming a sustainable company in Australia. We provide recycling services, knowledge management, public awareness campaign services and training on recycling at possibly lower pricing for the industrial clients. Our goal is to recycle plastic and manage the waste in NSW through innovative material recovery systems.
Aligning Goals with Circular Economy
| Circular Economy Principles |
Westside Waste Management Targets |
| Avoid Waste |
Phasing out the unnecessary plastic use through redesigning, innovation and alternative delivery methods |
| Improving Resource Recovery |
Providing 100% reusable, recyclable and compostable packaging to beverage and packaging industry |
|
Fulfilling 70% of plastic recycling for packaging |
|
| Increase the Use of Recycled Material |
Providing 30% average recycled content across packaging industry |
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