Marketing Communication: Case Study of Who Gives a Crap

This case study explores the integrated marketing communication mix adopted by Who Gives a Crap (WGAC) and the feasibility of waterless toilets. It includes marketing research, market uptake, rental model, advantages of use, and recommendations.

Running head: MARKETING COMMUNICATION: CASE STUDY OF WHO GIVES A CRAP
Marketing Communication: Case Study of Who Gives a Crap
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2Marketing Communication: Case Study of Who Gives a Crap
Executive Summary
Communication is said to solve half of the problem. Communication results in the
introduction of effective decisions for the betterment of the companies and organizations.
This is applicable especially in the marketing activities in terms of fulfilling the needs,
demands and requirements of the buyers and sellers. Herein lays the true essence of the word
“integrated” in the aspect of marketing communication. In terms of the hygiene,
communication is vital. This assignment peeks into the integrated marketing communication
mix adopted by the Who Gives a Crap (WGAC). Suggestion of waterless toilets can be
considered as an initiative in terms of preserving the ecological biodiversity. The
recommendations reflect the feasibility of these toilets in the business of the company.

3Marketing Communication: Case Study of Who Gives a Crap
Table of Contents
Introduction................................................................................................................................3
1. Marketing campaign/IMC mix of Who Gives a Crap............................................................3
2. Feasibility of waterless toilets................................................................................................6
3. Marketing Research...............................................................................................................7
3.1 Market Uptake of the Product..........................................................................................8
3.2 The Rental Model.............................................................................................................8
3.3 Advantages of use.............................................................................................................9
3.4 Other Commercial Usages..............................................................................................10
3.5 Ecological Advantages...................................................................................................10
4. Recommendations................................................................................................................11
Product Advertising (not brand advertising)........................................................................11
Distribution of pamphlets for spreading awareness against waste dispersal........................11
5. Conclusion............................................................................................................................12
Reference List..........................................................................................................................13

4Marketing Communication: Case Study of Who Gives a Crap
Introduction
Communication is a crucial parameter within the marketing activities. Effective
communication resolves the marketing issues related to the selling and buying of the products
and services. Integrated marketing communication acts as a promotion for the products
manufactured by the brand (Blakeman, 2018). This assignment deals with the marketing
communication mix adopted by Who Gives a Crap (WGAC). Along with this, the report
assesses the feasibility of waterless toilets in comparison to the infertile soils of Australia.
1. Marketing campaign/IMC mix of Who Gives a Crap
Integrated Marketing Communication (IMC) is an innovational means for Who Gives
a Crap (WGAC) in terms of reaching to the customers. Within this, media plays an important
role for enhancing the brand image. Various marketing channels are used for popularizing the
launched toilet papers. This includes both online and offline means (Belch et al., 2014).
Search engine optimization enables the users to gain an insight into the specific tastes and
preferences of the customers. Apart from this, online marketing channels included pay per
click advertising means, which increased the number of visitors for the company. Along with
this, it also enhanced the financial parameter. Webinars and blogs are the other examples of
the online methods used by the company for conducting campaigns regarding the toilet
papers.
Offline marketing channels include pamphlets, advertisements in the newspaper,
magazines, mails, billboards, radio and television (Luxton, Reid & Mavondo, 2015).
Disseminating the essential information about the toilet papers, through these means,
enhances the Public Relations for the company. The persons entrusted with the responsibility
to conduct door-to-door campaign emerge successful in conducting personal selling.

5Marketing Communication: Case Study of Who Gives a Crap
All these marketing techniques helps the Who Gives a Crap Company to boost their sales
revenue and profit margin. This boost up helps in achieving competitive advantage over the
contemporary brands. Major drive behind this are planning for future investments, including
the employees (Andrews & Shimp, 2017).
One of an important component in this regard is communication, which resolves the doubts
of the customers regarding the produced products and services. This communication
enhances the purchasing power of the customers. Stability between the personnel and the
customers results in the innovation within the products and services. This innovation, in turn,
enhances the brand image.
Along with this, integrated marketing communication expands the scope and arena of the
company. Herein lays the role of the human resource manager, who creates plans and
research for upgrading the standards and quality of the toilet papers. Surveys and feedbacks
from the stakeholders and shareholders are typical features in this research (Blakeman, 2018).
Planning helps in gaining an insight into the needs, demands and requirements of the
customers. Rationality in the planning helps in achieving loyalty, trust and dependence from
the clients. Seeking innovation within the toilet papers helps WGAC to secure their position
within the competitive ambience of the market.
Through the integrated use of marketing communication, WGAC increases the profitability
sector. This is through the means of one-to-one communication, which helps the personnel in
understanding the needs of the clients at one go (Finne and Grönroos, 2017). Typical
examples of this are emails, meetings, conferences, video calling and Skype among others.
Uploading the images of the toilet papers along with their specifications enhances the
awareness of the customers. In this regards, the usage of emails proves helpful in collecting
the responses of the clients regarding its effectiveness, feasibility and appropriateness. Along

6Marketing Communication: Case Study of Who Gives a Crap
with this, IMC stabilizes the financial parameter. As a matter of specification, it helps WGAC
in saving the cost of graphics and photography, which is included within advertising. Apart
from this, the agency fees is also saved, as is calculated within the expenditure of the
communication agency (Camilleri, 2017). Meetings results in the assemblage of the agency
partners and the personnel, which helps in taking decisions for the betterment of the
company.
The personnel of WGAC comply with certain rules for conducting the integrated
marketing communication. Support is sought from the senior managers in terms of
proceeding with the planned steps. Coordination and unity between the different levels of
management enhances teamwork, which helps in completion of the tasks within the stipulated
time. Before implementing a particular toilet paper in the market, the clients are provided
with a manual to go through the product specifications. This review helps in the excavating
the drawbacks, which needs to be modified (Munoz et al., 2015). The personnel take special
care to ensure that each of the client is supplied the manual. Strategies are developed before
indulging in marketing communication. These strategies prove effective in prioritizing the
important tasks. WGAC believes in starting the tasks with a zero budget. This is in terms of
stabilizing the financial parameter in the initial stages of producing the toilet papers. Here,
main focus are the customers, as they are the assets for the company.
Strategies are also developed for adopting efficient and effective marketing
information system. Setting goals for incorporating the strategies assist in enhancing the
brand image. Moreover, it also maintains the stability in the relationship between the
personnel and the customers (Schultz, Kim & Kang, 2014). WGAC personnel indulge in
partnership with the graphics and photography agencies to develop the artworks in the
advertisements. Clarity and transparency is crucial within the designs for answering all the
queries of the customers regarding the effectiveness of the toilet papers.

7Marketing Communication: Case Study of Who Gives a Crap
Theoretical consideration enlivens the integrated marketing communication for WGAC.
Considering AIDA Model assists the personnel in gaining an insight into the sanitation and
hygiene needs of the customers (Finne and Grönroos, 2017).
Figure: AIDA model
(Source: Butu & Mshelia, 2014, p.12)
One of the primary step is enhancing the awareness of the clients regarding the
increased need of safety hygiene and cleanliness. As a sequential step, information is
collected by the WGAC personnel, regarding the interest of the customers. In the process of
this survey, the personnel achieve an understanding about the desires of the customers in
terms of practicing safe hygiene. These insights help in taking the appropriate action,
producing eco-friendly toilets.
2. Feasibility of waterless toilets
Who Gives a Crap (WGAC) has achieved accolades and glory through the production
of eco-friendly toilet papers. Catering to the sanitation, hygiene and environment can be

8Marketing Communication: Case Study of Who Gives a Crap
considered as their corporate social responsibility towards ensuring the wellbeing of the
customers. In order to expand the scope and arena of business, the company can launch
waterless toilets. This would be an example of technological advancement for the company,
attracting Japanese companies like Nitto Kogyo INC. This is because technologically, Japan
has given the best innovation to the world.
One of the other benefits of the waterless toilets is water conservation. Not flushing
would save a considerable amount of water. Instead, the waste would be absorbed by the
inner surface area of the pot. This would also be an innovative means for reducing the waste
generation. Moreover, absorption of the waste would result in less pollution of the
environment.
As the soils of Australia are not fertile, therefore, waterless toilets would be an
innovative plan. This is in terms of absorption of the wastes, which reduces the chances of
environmental pollution. Quality tests of the soils would help the researchers in assessing the
feasibility of the toilets on that particular soil. These quality assurance tests reflect the
consciousness towards the health issues of the customers.
3. Marketing Research
Roosevelt had once opined that humankind would become civilised the day they
know how they can dispose their waste in some other manner than flushing it out into
drinking water. In fact, with the innovation in new sewage waste disposal technologies, the
onetime water use for disposal of waste is likely to become obsolete in the near future. The
new generation of Australians are very cautious about the sanitary hygiene (Olanrewaju,
2015). Therefore, it is very likely that this stereotypical practices of the Australians is likely
to be changed in the future. The flush water from domestic and industrial use are discharged
in to the rivers, lakes or the underground water reserves. According to Edington, (2017), this

9Marketing Communication: Case Study of Who Gives a Crap
makes the water unsafe for drinking. Again, human faeces is composed of 75% water.
Scientists have analysed the components of faces and introduced a new category of toilet that
have the capacity to distinguish the solid part of human faeces from water. The solid part that
is left off, can be utilised or generation of fuel or fertiliser (Davies, Bowman, & Luby, 2017).
3.1 Market Uptake of the Product.
The Who Gives a Crap (WGAC) company is going to face challenges while
marketing this new product. However, ample possibilities of market absorption of the product
has influenced the organisation to conceptualise eco-friendly Waterless compost toilets as
their upcoming new product. According to the ideas of Bryant et al. (2015), the most
important task in hand is the commercialisation of the product. The organisation have
planned to utilise the rental model for the sales of the product. Besides, the organisation has
also collaborated with a Japanese organisation for making the product unique and
technologically advanced. The NITTO KOGYO Company of Japan have worked with the
R&D department of the WGAC Company to design the screening pad of the product.
3.2 The Rental Model
According to the rental model, the organisation do not requires the customers of
waterless toilets to pay upfront for purchasing the product. The company has posted local
entrepreneurs would are interested to take up franchises of the new product of the company.
The retail customer would have to pay small rent for the usage of the product in their houses.
This would also incorporate the servicing charges. The sales strategy is much likely to see
success, since it is a win-win negotiation. The users do not need to pay the price for buying
the product. Along with that the local franchise owners are also going to earn profit
(Redfield, & Robins, 2016). On top of that third party agencies or individuals might earn
from regular maintenance of the waterless toilets.

10Marketing Communication: Case Study of Who Gives a Crap
Figure 2: Advantages of the Rental Model
(Source: Anand & Apul, 2014)
3.3 Advantages of use
The users of the product have multifaceted advantages. They do not need to have
faecal dumping facilities in their home. Weekly maintenance of the toilet is the only thing
that is required by this product. This is indeed an innovative product implementing a new
pattern of domestic handling. However, the target market of the product is very large. The
waterless toilets have reservoir refills at the bottom end of the product. After the refills are
filed up, they needs to be replaced by new ones. The weekly service includes the replacement
facility. The organisation have established very good network of teams that would execute
the servicing in every household (Lee & Cho, 2017). Another advantage of the product is that
the users can earn from selling the filled refills, since they would serve as raw materials for
the fertiliser plants and biogas manufacturing companies. The company adjusts the money
earned by selling the refills with the servicing cost. At the end of the year, the servicing
the organisation do not
requires the customers
of waterless toilets to
pay upfront for
purchasing the product
The retail customer
would have to pay
small rent for the
usage of the product in
their houses
The sales strategy is
much likely to see
success, since it is a
win-win negotiation

11Marketing Communication: Case Study of Who Gives a Crap
charges incurred are hardly 3 to 5 AUD. Therefore, there is apparently no hindrance is
adaptation of this product for regular domestic usage (Butu & Mshelia, 2014).
3.4 Other Commercial Usages
Other than domestic use framework, the WGAC Company has also conceptualised a
new version of the product for being used in public vehicles like buses and trains. The
organisation have conducted a survey with 5 government funded schools of Australia. The
survey makes it evident that the schools buses for transportation of kindergarten and primary
school children requires installation of toilets. Normal vacuum toilets are costly and difficult
to use (Anand & Apul, 2014). Many schools have shown interest to install the new waterless
toilets in their school buses. Besides, in the internal facilities of the schools the installation of
the waterless toilets also seems feasible. Many of the little school children are yet to learn
proper hygiene. Hence the installation of this new toilet would be helpful for the schools.
Other than that the toilets needs very les space, since they do not need to be connected with a
plumbing facility (Kim et al. 2016).
3.5 Ecological Advantages
The waterless toilets have been experimentally introduced in Australia by companies
like EcoSan, Separrett and other few companies. Along with saving cost, the waterless toilets
also spreads very less odour (Rose et al. 2017). There is a urine collecting duct in the toilet
also. As an additional advantage, this product remarkably reduces the residential water usage.
The garbage flow would be regulated highly if majority of the Australian population start
using the product. Other organic wastes that are miscible with water can be dumped into the
pot of the waterless toilet also. Lastly, as per Sossou et al. (2016), these toilets can also be
installed in public bathhouses. This would bring down the water consumption easily.

12Marketing Communication: Case Study of Who Gives a Crap
Considering the marketing avenues for this eco-friendly toilet product, it can be said that the
there is ample possibility for the success of the product in the consumer market.
4. Recommendations
Product Advertising (not brand advertising)
At first the traditional marketing practices like advertising through commercials and
newspaper and magazine advertisements can be done. However, while promoting the product
in the advertisements, the organisation should not concentrate on promoting the brand name
or give details of the specifications of the product. The ecological value that waterless toilets
generate should be communicated at first. In order to do this, the average Australian
householders have to be made aware of the ill-advantages of poor sewage disposal. The
organisation can create a series of commercial advertisements each of which would portray a
disadvantage and danger of poor waste disposal and its impact on the humankind. In the end,
15 seconds of the commercial, the product is to be promoted in the advertisements. However,
the product characteristics should not be revealed initially. After making the public aware of
the benefits of using the product, detailed promotions of the products can be done.
Distribution of pamphlets for spreading awareness against waste dispersal
The company can also adopt the strategy of spreading pamphlets which highlights the
danger of unscientific waste disposal. Major part of the pamphlets would cover the details of
waste disposal. In the lower section or overleaf part of the pamphlet, details of the product
can be provided.
Thirdly, the company can arrange for free demonstration and experimental installation
of the product in schools and other public organisations. This would help in marketing
largely. The public would be able to realise the advantage of the product in this way.

13Marketing Communication: Case Study of Who Gives a Crap
Installation of the product in such areas would be helpful, since the people who use the
product would conduct word of mouth publicity of the same product also.
Lastly, the WGAC company can also make public toilets on own initiative as a part of
their CSR activity. They can install the new kind of toilets in there.
5. Conclusion
Analysing the product specifications and the scope in the Australian market, it can be
concluded that there is high market value for this product. In case if the product marketing is
done correctly, the product would find potential consumers. Moreover, the market
demographics reveal that the market of this product is quite open and free of saturation.
Hence, it can be concluded that with the correct promotional strategies, the company can
acquire a pioneering position in the market of waterless toilets.

14Marketing Communication: Case Study of Who Gives a Crap
Reference List
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marketing communication perspective. McGraw-Hill Education.
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15Marketing Communication: Case Study of Who Gives a Crap
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Kim, Y., Hashemi, S., Han, M., Kim, T., & Sohn, H. G. (2016). The waterless portable
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16Marketing Communication: Case Study of Who Gives a Crap
Sossou, S. K., Sou, M., Konate, Y., Maiga, A. H., & Funamizu, N. (2016). Inactivation
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