Marketing CPS Report: Analysis of Sustainable Market Offering, MKT0075

This report presents a marketing analysis using Creative Problem Solving (CPS) techniques to develop a new sustainable market offering focused on waste management. The assignment identifies the problem of increasing waste generation and limited disposal spaces, proposing a solar-powered trash compactor bin as a solution. The report details the CPS process, including problem identification, delineation, information gathering, idea generation, and evaluation. It then profiles the sustainable offering, analyzing its nature, type, value proposition, sustainability benefits, and brand perceptions. A situation analysis examines the political, economic, social, and technological environments, along with competition and market opportunities. The report also includes a market and customer analysis, identifying the target market, customer needs (hygiene and sanitation), and market dynamics. The analysis highlights the product's social and environmental impact, along with a description of the research methods and marketing strategies. The solution includes references and demonstrates an understanding of marketing principles, consumer behavior, and sustainable practices.

Marketing CPS
Table of Contents
Task 1 (1.1): CPS for a new/improved sustainable market offering..................2
Task 1 (1.2): Profiling of the sustainable market offering...................................4
Task 2 (2.1): Situation Analysis..............................................................................5
Task 2 (2.2): Market and customer Analysis........................................................7
References................................................................................................................8

Marketing CPS
Task 1 (1.1): CPS for a new/improved sustainable market
offering
There are many investments in the world that have led to creation of waste that is harmful to the
nature. However, organizations and people in general have now started working on sustainable
market offerings that would mitigate many human created problems. The biggest problem is the
waste management globally. To address this, we have applied the CPS techniques to articulate a
state-of-the-art sustainable offering around waste management. Let us look into the steps:
i. Problem identification:
The problem that has been identified in our assignment is waste management. As the population
is increasing rapidly, the waste creation has drastically gone up with limited dumping spaces for
disposing waste (ecubelabs.com, 2018).
ii. Problem delineation:
The issue of excessive waste creation leads to multiple other issues. The quantity of waste
generated is at its peak as the houses lying in suburbs, cities or countries usually empty their
bins almost every week and the cost of collecting and transporting the waste to a landfill is
rising gradually. Additionally, the Landfills are getting bigger in size with increased amount of
waste created by humans which leads to environmental pollution (Nghiem & Coleman, 2010).
iii. Information gathering
As most of the waste generation happens from households, at this point in time, we are only
focusing on waste from households, which can be categorized into waste that can be recycled i.e.
the general waste. The collection of waste from households takes more time and is a costly
initiative as the waste needs to be collected separately and then it has to be disposed off
separately as well, using garbage trucks. Once that waste goes into landfills, environment gets
polluted. Due to extensive truck movements to dumping grounds, lot of fuel is used that causes
CO2 emissions; causing green house effect.

Marketing CPS
iv. Idea generation
This is not a fully fledged solution for the waste management problem, but it can be an architect
in reducing the waste globally. Our group came up with an idea of having a Solar – powered
trash compactor bin in every house. The ability to make the waste compact without usage of any
fuel or significant cost is the novelty of this idea. The compactor bin can hold 5 times more
waste as compared to traditional bins in market and also transmit real time data to a high end
cloud platform and data analytics mechanism. To generate ideas, mind map mechanism was
used where multiple alternatives were assessed and solar based trash compactor was considered.
v. Idea evaluation, selection and refinement
There can be multiple alternatives but the best part of this bin is that it is solar powered and it can
take as much rubbish as 5 normal bins and the waste is eventually compacted. So, when it gets

Marketing CPS
dumped in the dumping ground, it takes very less space as compared to rubbish from a normal
bin. Also, this bin will be emptied less frequently which saves fuel of garbage trucks as well. So,
cost of collecting rubbish will be reduced. This bin has multiple advantages and is a symbol of
next generation waste management techniques with an essence of innovation. With multiple
strengths on the table, there are some weaknesses as well for this offering. This bin can be
expensive as compared to normal bins initially as it requires more investment. Also, as the
product is niche in market, maintenance costs can be higher but they would reduce over time as
this technology reaches its maturity peak (Sharma & Jha, 2018).
Task 1 (1.2): Profiling of the sustainable market offering
Now, having a robust idea in place, the next step would be to profile the offering. The profile for
solar powered trash compactor bin is as follows:
 Nature: The solar powered trash compactor bin is a product only and not a service,
which provides hygiene experience to households (Jane & Duc, 2010).
 Type: The compactor bin is a consumer good (Household product)
 Value provided to customers: The compactor bin is first-of-its-kind household waste
collector that helps the customers to have improved sanitation levels and helps in saving
space significantly inside the house; 5 times more trash can be accumulated. It also
addresses environmental pollution problems. The core offering here is hygiene and
waste management. The actual product is the solar powered trash compactor bin
which is named as ‘Innowaste’. Augmented offering is the add-ons available like
real time data transfer, Wi-Fi enabled, remote operated and solar powered product,
after sales services and 2 year warranty.
 Visual of the Bin:

Marketing CPS
 Sustainability benefits: The product has economic benefits because it saves cost of
transferring the trash frequently to the landfills. Moreover, it also helps to reduce
environmental pollution by reducing the size of the waste and also reducing the foul smell
that comes out of traditional dustbins (Kamali, et al., 2019).
 Brand perceptions: The product is currently under Brand awareness stage where people
are being educated through advertisements about the usage and benefits of the product.
Gradually, it would enter the stage of Brand loyalty.
 The rigorous secondary marketing research was performed around the applicability of the
product. A primary research was also done to understand consumer and government
needs. A social media campaign was also run to spread waste management awareness by
leveraging our product (P.P.Gawade, et al., 2017).
Task 2 (2.1): Situation Analysis
Having established the key idea of Solar powered trash compactor bin, let us now crawl through
the macro-environmental and micro environmental aspects (Sharma, 2016):
 The political environment currently in Australia is friendly in nature (ease of business).
The economy is growing well with friendly investment and currency exchange provisions,
which is beneficial for our business. The government has invested heavy funds in research

Marketing CPS
and development to promote next generation technologies like cyber security, data
analytics and IoT for waste management. Moreover, there are multiple awareness
campaigns for Hygiene by the government which would prove a boon to relate our product
with cleanliness. The socio-cultural environment is also favourable as people are being
more responsible for cleanliness; the country is multi-cultural and multi-racial (Friesner,
2014).
 Competition: Currently, solar compactor bins are considered as important products for
waste management. Companies like Big Belly (goal is to be a leading and innovative
provider for waste and sustainable management), Sunnen Envirotech, SolarBins, GTM and
Ecube labs would be the biggest competitors for us. Indirect competitors would be TRUX
and Rubicon (WANG, 2009). They are positioned well in other countries like US and they
have established their brand by installing bins in cities like New York. Suppliers and
intermediaries would be solar panel manufacturers, retailers like Wal-Mart and
Woolworths. There could be pricing issues and wallet share distribution challenges (Frue,
2019).
 The strength of the solar trash compactor is that it would save the cost and keeps
environment clean. It is because this trash compactor bin can collect the trash of 10 to 12
days at a time. This will create its own energy through solar panels hence it will save the
cost of fuel and electricity. Many environmental missions are supporting this kind of trash
compactor as a part of sustainable policies. The product has good opportunity to enter in
the market (telit.com, 2019).
 The Solar trash compactor will be a costly investment initially and more competitors are
present in the market. Maintenance cost may be higher but it would save the cost of fuel
and electricity in future. Most importantly it is environment friendly. Although the product
is at brand awareness stage where very few people are aware of this product, gradually it
will gain popularity due to its eco-friendly characteristics.
 There is a great opportunity for this product to enter in the any market across the globe
because people now prefer more eco-friendly products over traditional products. However,
this trash compactor will be installed and used for household purpose which people may
not prefer due to cost. Moreover, normal dust bin cost less against this trash compactor bin

Marketing CPS
but governments are now promoting solar enabled products to reduce pollution hence they
are expected to show positive response to this product.
 To have a systematic approach in the market, we would be adopting CRM systems and
deploying Management information system to ensure complete coverage of potential
customers. Marketing research will be done for a group of local people (convenience
sampling technique) to derive a trend report for the same (Bhosle, et al., 2014).
Task 2 (2.2): Market and customer Analysis
 The market for Solar Powered trash compactor bins would be B2C i.e. Consumer market
 Market type: The current market is a combination of potential (interested customers),
available (interested with income and access to offering), and penetrated customer who
are the current buyers (Heidt, et al., 2019).
 The customer need focuses on proper hygiene and sanitation. Though the current
traditional bins collect waste but they need to be emptied regularly and consumes lot of
time and spreads foul smell. According to Maslow's hierarchy of needs, the consumers
now want to have a trash compactor which can be automated and self driven; minimizing
the frequency of emptying the bins (it refers to self esteem stage in the hierarchy). The
customers are also motivated psychologically to protect the environment and are hence
influenced by sustainable products) (Dima, et al., 2010).
 The Trash Compactors Market is growing at approximately 3.2% CAGR globally and
biggest market share is held by Big Belly. There are multiple complementary products
like CleanCube and SafePRO GreenBinTM.
 The product will have a greater social impact on consumers as well as environment. The
product will create environmental awareness and personal hygiene awareness.
 In order to perform market analysis, a group of relevant customers and government
stakeholders will be asked to comment on the specific expectations for waste
management.

Marketing CPS
References
Bhosle, S. S. H., Borkar, A., Kadve, A. & Pichad, S., 2014. Review on Solar Trash Compaction.
International Journal of Engineering and Technical Research , 2(11), pp. 137-140.
Dima, M, M. & S, K., 2010. USE OF ABRAHAM MASLOW’S MOTIVATION THEORY.
POLISH JOURNAL OF MANAGEMENT STUDIES, Volume 2.
ecubelabs.com, 2018. CleanCUBE, the solar-powered trash compactor. [Online]
Available at: https://www.ecubelabs.com/solar-powered-trash-compactor/
[Accessed 31 August 2019].
Friesner, T., 2014. Three Levels of a Product.. [Online]
Available at: https://www.marketingteacher.com/three-levels-of-a-product/
[Accessed 31 August 2019].
Frue, K., 2019. PEST Analysis of Australia: A Brief Look into Politics, Economy, Society and
Technology. [Online]
Available at: https://pestleanalysis.com/pest-analysis-of-australia/
[Accessed 31 August 2019].
Heidt, T. v. d., McClean, K. & Eden, V., 2019. Marketing principle, s.l.: Southern cross
university.
Jane, P. & Duc, L., 2010. Solar-Powered Compaction A Preliminary Economic and
Environmental Evaluation :, s.l.: MDPI.
Kamali, LamyaBanu, Madhumitha.R & Menaka.M, 2019. Solar Powered Smart Garbage Can for
Waste Segregation. IJESC, 9(3), pp. 20163-20164.
Nghiem, L. D. & Coleman, P. J., 2010. Solar-Powered Compaction Garbage Bins in Public
Areas: A Preliminary Economic and Environmental Evaluation. sustanability, Volume 2, pp.
524-532.

Marketing CPS
P.P.Gawade, Patil, A., Patil, R. & Ingale, S., 2017. Review Paper on Solar Trash Powered.
International Advanced Research Journal in Science, Engineering and Technology, 4(11), pp.
45-49.
Sharma, A., 2016. When Swachh Bharat met Digital India: Now solar-powered trash cans to
send alerts when full. [Online]
Available at: https://economictimes.indiatimes.com/news/politics-and-nation/when-swachh-
bharat-met-digital-india-now-solar-powered-trash-cans-to-send-alerts-when-full/articleshow/
51449593.cms?from=mdr
[Accessed 31 August 2019].
Sharma, D. & Jha, R. K., 2018. Design and analysis of 200Wp solar trash compactor.
Ghaziabad, National conference on fluid and thermodynamics.
telit.com, 2019. Objectives. [Online]
Available at: https://www.telit.com/resources/case-studies/bigbelly-solar/
[Accessed 31 August 2019].
WANG, U., 2009. Gobbling Up Trash With the Sun’s Power. [Online]
Available at: https://www.greentechmedia.com/articles/read/gobbling-up-trash-with-suns-
power#gs.znsr9n
[Accessed 31 August 2019].