Brand Strategy Report: Bio-Plastic Straws in Jamaica

This report examines Jamaica's brand strategy for the introduction of bio-plastic straws, a response to the ban on single-use plastics due to environmental concerns and high per capita plastic bag usage. The government's strategy involves large-scale manufacturing, public advertisement, and retail distribution. The performance objectives include problem identification, research and development, beta testing, marketing, and retailing, all within a structured timeline. The supply chain model encompasses raw materials from agro farms, R&D, advertising, and retail distribution in supermarkets. The report also addresses the implications for waste recycling companies and the associated costs, including a SWOT analysis of the initiative. The overall program cost is approximately $500,000, with a significant portion allocated to marketing and promotion.

MANAGEMENT
NAME OF THE STUDENT:
NAME OF THE UNIVERSITY:

BRAND STRATEGY
• Jamaica introduced the ban on the single use plastics recently given the growing amount of rise in
pollution and the problems of environmental degradation.
• The Governmental ban has come into effect after reports suggested that Jamaica was one of the
topmost countries with the highest amount of per capita use of plastic bags (Manzano et al. 2019).
• The estimates were shocking as the different estimates showed that an average Jamaican used
around more than 500 bags per year around.
• It was imperative therefore to introduce a new product for public use and establish a new brand
strategy to publicise and retail the product.

BRAND STRATEGY
• The government of Jamaica have formulated a well-planned brand strategy to address the
different needs of the country.
• The brand strategy for the Government in this regards is the introduction of bio-plastic
straws that can be essential for meeting the different needs of the environment.
• The brand strategy includes introduction and large scale manufacturing of the target
product followed by public advertisement of the product through media.
• The strategy of the company have been listed down in a systematic manner to complete the
tasks at a chain basis.

PERFORMANCE OBJECTIVE
• The protection of the environment is highly necessary for the sustainability of the
future generations.
• According to, Manzano et al. (2019) the presence of the future generations can
help in the improvement of the quality of the environment and also helps the
organization to reduce the harm and the negative effects within the environment.
• This entailed the development of a well devised performance objective in order to
follow up with the strategy.

PERFORMANCE OBJECTIVE
• As mentioned earlier, the government of Jamaica has provided all the necessary support to
the individuals to help them in their quest for building up the infrastructure needed to
manufacture the following bio plastic straws.
• The performance objective was therefore developed to chronologically start with problem
identification, research and development, beta testing of finished product, marketing and
retailing.
• The performance objective was set across a systematic timeline on order to record proper
delivery of the product.

SUPPLY CHAIN MODEL
The supply chain model of the business involves a number of stakeholders. They are as follows;
• Raw materials: Most raw materials for the product comes from agro farms and biodegradable resource
centres.
• R&D: the team consists of experienced scientists who repeatedly trials and tests the product for
innovations as well as drawbacks.
• Advertisement and PR: Television channels, online media and roadside hoardings, every possible
advertising media was used.
• Retail: the product, after beta testing of first build is now available in major supermarkets and stores in
bulk, replacing plastic straws. Furthermore, future implications of the product includes associating it
with drinks and beverages for free.

SUPPLY CHAIN MODEL
• Waste recycling companies- The waste recycling companies of Jamaica will
need to undertake specific measures as their demand will be on a rise from
the sudden ban of the use of straws and single use plastics . The recycling
and reuse of the products will thus be grown as the companies will undertake
different measures to ensure business success (unenvironment.org 2019).

COST
• The cost of the total programme will be around $500,000.
• The marketing and promotional cost will constitute the main part of this total amount. The
fund will be required to;

SWOT ANALYSIS

REFERENCES
• Critchell, K., Hamann, M., Wildermann, N. and Grech, A., 2019. Predicting the exposure of coastal species to plastic pollution in a
complex island archipelago. Environmental Pollution.
• Manzano, V., García, N.L., Ramírez, C.R., D’Accorso, N. and Goyanes, S., 2019. Mulch Plastic Systems: Recent Advances and
Applications. In Polymers for Agri-Food Applications (pp. 265-290). Springer, Cham.
• Schroders.com. (2019). [online] Available at: https://www.schroders.com/en/sysglobalassets/digital/insights/2018/pdf/
plastics_phaseout_exposure_through_the_value_chain.pdf [Accessed 18 Sep. 2019].
• Smith-Llera, D., 2018. Trash Vortex: How Plastic Pollution Is Choking the World's Oceans. Capstone.
• Unenvironment.org. (2019). The Future of the Caribbean is Single-use Plastic-Free | The Caribbean Environment Programme
(CEP). [online] Available at: https://www.unenvironment.org/cep/statement/future-caribbean-single-use-plastic-free [Accessed 18
Sep. 2019].
• Wagner, T.P. and Toews, P., 2018. ASSESSING THE USE OF DEFAULT CHOICE MODIFICATION TO REDUCE
CONSUMPTION OF PLASTIC STRAWS. Detritus, (4), p.113.