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Submitted By:-
Nikita Sanghvi
Nirmal Gajjar
Bharat Maheshwari
Date of Submission
INDEX
1. Introduction 3
2. Situation Analysis 6
3. Competition Analysis 7
4. New Marketing Strategy 7
5. IMC campaign 9
6. Conclusion 23
7. Reference 24
8. Appendices 25
INTRODUCTION
Modernization and progress has had its share of disadvantages and one of the main aspects of
concern is the pollution it is causing to the earth – be it land, air, and
water. With increase in the global population and the rising demand
for food and other essentials, there has been a rise in the amount of
waste being generated daily by each household. This waste is
ultimately thrown into municipal waste collection centres from where
it is collected by the area municipalities to be further thrown into the
landfills and dumps. However, either due to resource crunch or inefficient infrastructure, not all of this
waste gets collected and transported to the final dumpsites. If at this stage the management and
disposal is improperly done, it can cause serious impacts on health and problems to the surrounding
environment.
Health Hazard
Waste that is not properly managed, especially excreta and other liquid and solid waste from
households and the community, are a serious health hazard and lead to the spread of infectious
diseases. Unattended waste lying around attracts flies, rats, and other creatures that in turn spread
disease. Normally it is the wet waste that decomposes and releases a bad odour. This leads to
unhygienic conditions and thereby to a rise in the health problems. The plague outbreak in Surat is a
good example of a city suffering due to the callous attitude of the local body in maintaining
cleanliness in the city. Plastic waste is another cause for ill health. Thus excessive solid waste that is
generated should be controlled by taking certain preventive measures.
The group at risk from the unscientific disposal of solid waste include – the population in areas where
there is no proper waste disposal method, especially the pre-school children; waste workers; and
workers in facilities producing toxic and infectious material. Other high-risk group include population
living close to a waste dump and those, whose water supply has become contaminated either due to
waste dumping or leakage from landfill sites. Uncollected solid waste also increases risk of injury, and
infection. 3
In particular, organic domestic waste poses a serious threat, since they ferment, creating conditions
favourable to the survival and growth of microbial pathogens. Direct handling of solid waste can result
in various types of infectious and chronic diseases with the waste workers and the rag pickers being
the most vulnerable.
Exposure to hazardous waste can affect human health, children being more vulnerable to these
pollutants. In fact, direct exposure can lead to diseases through chemical
exposure as the release of chemical waste into the environment leads to
chemical poisoning. Many studies have been carried out in various parts of
the world to establish a connection between health and hazardous waste.
Waste from agriculture and industries can also cause serious health risks. Other
than this, co-disposal of industrial hazardous waste with municipal waste can
expose people to chemical and radioactive hazards. Uncollected solid waste
can also obstruct storm water runoff, resulting in the forming of stagnant water bodies that become
the breeding ground of disease. Waste dumped near a water source also causes contamination of
the water body or the ground water source. Direct dumping of untreated waste in rivers, seas, and
lakes results in the accumulation of toxic substances in the food chain through the plants and animals
that feed on it.
Disposal of hospital and other medical waste requires special attention since this can create major health
hazards. This waste generated from the hospitals, health care centres, medical laboratories, and
research centres such as discarded syringe needles, bandages, swabs, plasters, and other types of
infectious waste are often disposed with the regular non-infectious waste.
Waste treatment and disposal sites can also create health hazards for the neighbourhood. Improperly
operated incineration plants cause air pollution and improperly managed and designed landfills attract
all types of insects and rodents that spread disease. Ideally these sites should be located at a safe
distance from all human settlement. Landfill sites should be well lined and walled to ensure that there
is no leakage into the nearby ground water sources.
Recycling too carries health risks if proper precautions are not taken. Workers working with waste
containing chemical and metals may experience toxic exposure. Disposal of health-care wastes 4
require special attention since it can create major health hazards, such as Hepatitis B and C, through
wounds caused by discarded syringes. Rag pickers and others who are involved in scavenging in the
Occupational hazards associated with waste dumps for items that can be recycled, may sustain
waste handling
injuries and come into direct contact with these infectious
Infections items.
Skin and blood infections resulting from
direct contact with waste, and from infected
wounds. Diseases
Eye and respiratory infections resulting
from exposure to infected dust, especially
during landfill operations. Certain chemicals if released untreated, e.g. cyanides,
Different diseases that results from the
bites of animals feeding on the waste. mercury, and polychlorinated biphenyls are highly toxic and
Intestinal infections that are transmitted
by flies feeding on the waste. exposure can lead to disease or death. Some studies have
Source - Adapted from UNEP report, 1996 metals found in plastics are copper, lead, chromium,
cobalt, selenium, and cadmium. In most industrialized
countries, colour plastics have been legally banned. In India, the Government of Himachal Pradesh
has banned the use of plastics and so has Ladakh district. Other states should emulate their
example.
SITUATION ANALYSIS
With over 5 Million populations, Ahmedabad is now one of the Mega Cities of India along with
Hyderabad, Bangalore and Pune. Although, Ahmedabad has been listed has Mega City, it still lacks
many basic infrastructure. For getting the tag of Mega City, streets must be managed adequate with
importance given to cleanliness dirt area.
Ahmedabad may have been declared a mega city, but its sanitation is yet to live up to the label.
Open defecation is seen as one of the banes of this city, contributing to it‟s low ranking in a national
city rating under the National Urban Sanitation Policy (NUSP) conducted by Union ministry of
urban development.
Ahmedabad was ranked 19th among 25 major cities on cleanliness, in the country. Also, the city scored
poorly in universal access to toilets for all and in proper wastewater treatment, recycles & reuse of
municipal solid waste, and in treatment and safely disposal of total solid waste generation in the city.
Even cities like Jamshedpur, Bidhannagar in Kolkata, Kanpur and Shillong in Meghalaya have fared
better than Ahmedabad in sanitation parameters in the survey.
REPORT CARD
RANK CITY MARKS SCORED
1 Chandigarh 73.48
2 Mysore 70.65
3 Surat 69.08
9 Rajkot 56.11
19 Ahmedabad 50.28
Surat and Rajkot beat Ahmedabad to fare among top ten clean cities in the country. The rating task
was conducted across 423 urban conglomerates across the country to create awareness on hygienic
conditions in urban areas.
Water quality in water bodies in Nikol and Chandola has high bacterial contamination and low levels
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of oxygen, while Sabarmati riverfront project and Kankaria lakefront development has improved on its
water quality.
COMPETITION ANALYSIS
Clean Ahmedabad Abhiyan by AMC, Kya Clean hai Hum by Ahmedabad Mirror, CEPT Clean City
and Paryavaran Bachao are some of the campaigns that have undertaken the programs to make
Ahmedabad a dirt free & hygienic city.
Proper methods of waste disposal have to be undertaken to ensure that it does not affect the
environment around the area or cause health hazards to the people living there.
The new cleanliness program “SWACHCHHATA” initiated by Ahmedabad Municipal Corporation will
have a ward level sanitation action plan to improve the situation on ground and also regular
monitoring of municipal waste disposal system.
The “SWACHCHHATA” program is formed by concerned Citizens, Voluntary organizations and the
Municipal Corporation to research and find permanent and sustainable solutions to the health hazard
and sanitation problems caused by the decomposing garbage in open.
Through public awareness, households will be involved with segregating wet and dry garbage at a
later stage. A special dustbin with two compartments is developed to segregate and store
recyclables:
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Biodegradable waste:
kitchen waste
vegetables,fruits,
flowers, leaves from the garden
paper
Non-biodegradable waste:
Recyclable waste – plastics, paper, glass, metal, etc.
Toxic waste – old medicines, paints, chemicals, bulbs, spray cans, fertilizer and pesticide
containers, batteries, shoe polish.
Soiled – hospital waste such as cloth soiled with blood and other body fluids.
Toxic and soiled waste must be disposed of with utmost care.
Issues addressed:
Solid waste management; recycling; public health; public awareness and participation
Geographic
• City: Ahmedabad
• Gender Ratio: 892 females:1000 males
• Zone:
– East
– West
– North
– South
– Central
– New-west
• No. of Wards: 64
• Density: Urban
• Total Population: 5,252,197 (2010 census)
Slum Population: 8% (Mostly migrants) *
• Climate: Hot & Humid
Source: *http://www.gujaratvibrant.com/219-ahmedabad-mega-city.html
Demographic
• Age: 14 - 45 years
• Gender Ratio (f:m): 892:1000
• Nationality: Indian
• Occupation:
– Students
– Corporates
– Housewives
– Professionals
– Labours
– Job
– Service
Behavioral
POSITIONING STATEMENT
“For sincere, responsible citizens of Ahmedabad to create civic sense, to show consciousness and
care towards continuously degrading environment & making our city a better place to be in this
world.”
Tag Line: DO CLEAN, GET GREEN
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COMMUNICATIONS OBJECTIVE
• Focal point: Stimulate inner-self to take action i.e. “I care for my city & environment”
INFORMATIVE
MESSAGE STRATEGY
• Believable in the terms that the service will deliver the promised benefits
• Service characteristics
• Message characteristics
• Cost
ADVERTISING DESIGN
THE CREATIVE BRIEF
TYPES OF APPEAL
– Fear
The appeal highlights negative consequences, which then affect future behaviour. The
information processing makes it possible to accomplish the ad‟s main objective.
– Rational
An ad oriented to the Knowledge stage will transmit basic service information, leads to a
stronger conviction about the service‟s benefits, so the preferred action is eventually taken
– Emotions
The emotional appeals - Affection, Trust, Security and Patriotism will arrest a viewer‟s
attention and foster an attachment between the consumer and the brand.
– Music
Helps to captures listener‟s attention and hence increases the retention of information as it
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becomes strongly intertwined with the campaign.
EXECUTIONAL FRAMEWORK
It’s the approach, style, tone, words, and format used for executing an advertising message.
This style creates a character that represents the campaign. The animated common man
holding a broom in one hand and a placard stating, „Do Clean, Get Green‟ in the other hand
increases the persuasiveness of the viewer.
– Dramatisation:
It uses the format in which a problem is first presented and then a solution is offered.
• Encounter
• Problem
• Interaction
• Solution
– Authoritative:
This style features a highly believable source such as Survey Evidence approve the
campaign.
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PROMOTION TOOLS
Promotion Tools
Advertising
• Print Media
• Broadcasting media
• Display Media
• E-media
• Sponsorship
• Street Play
• Other High Visibility Tools
Public Relations
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– Broadcast media:
Radio –
– 30 seconds Audio
– Dialogue:
Cinema Screens -
– 30 seconds Audio
• Bus -Stands,
– E-media
• Facebook – Community Page
• Website - www.docleangetgreen.com
Features:
– Invitation to Ideas/Suggestions
• I throw scrap or waste in dustbin only. For this, I have kept a dustbin in my room only.
• I recycle all paper, paperboard, cardboard, glass, aluminum, and plastic that I use. This
includes junk mail and food packaging materials, which those two make up the bulk of
my recyclables.
• I grow plants in and around my living space. Not only do these convert carbon dioxide
into oxygen they have "grown on me " become part of my daily routine and bring a smile
to my face.
• I drive a LEV, "Low Emission vehicle" and try to drive as smart as possible. This does
not always happen because I have a bit of the lead foot syndrome but I try.
- Sponsorship of:
• World Environment Day Celebration – 5th June
• Inter-school events
• Road Show
• Kite Festival
(Refer Appendix: 1d)
• Rag Pickers & Volunteers would be given T-shirts that will consist of logo & campaign
name
• Helping build & cement the same with over 1000 volunteers from colleges, schools &
concerned citizens.
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• Branding opportunities through the various media.
• Logo of the corporate sponsor will be carried out in all collaterals created by Swachchhata
under the program as part of Third Party Audit.
Such as around all posters & dustbins to be put up at strategic & high visibility places,
6. 13. 20
7. ET 14. DB 21. BS
1. TOI 8. 15. 22.
2. 9. SD 16. ET 23. SD
3. GS 10. 17. 24.
4. 11. BS 18. GS 25. GS/TOI
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Newspaper Budget
Base price in Max. Printing Area require for Price in
News paper
Rs. / Sq. cm area in cm advertisement in cm rupees
English 280 52 x 36 26 x 36 2,62,080
Gujarati 240 52 x 36 26 x 36 2,24,640
Total 4,86,720*
• The total expenditure per day, if an advertisement is given both in Gujarati and English
newspapers 8 times in a newspaper for a month = Rs. 4, 86, 720.
The total cost per week for broadcasting advertisements in theatres = Rs. 2, 64, 000
The full amount for a month = Rs. 2, 64,000 x 4 weeks = Rs. 10, 56,000
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Radio Budget
Total price/
Frequency Total price/
Hours Total duration / day Rate/ 10 sec month*
in min day
(In Rs.)
6 30 mins 30sec*4times=120 sec 200 2400 72,000
The cost per month to air advertisement on a radio station = Rs. 72, 000
Posters
• Hence, the first month media expense would be approx. Rs. 55 lac.
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• This would remain almost same for the second month also.
• As the Program would gain some recognition the media budget would start decreasing.
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CONCLUSION
The new campaign of AMC – Swachchhata is about a responsibility of every citizen belonging
to any class or age group, to keep his/her environment clean & green, to lead a healthy &
friendly life and make the world to place to exist.
The aim of Swachchhata is to recognize and appreciate even the smallest contribution to save
the environment
The steps taken for evaluation and control are to ensure the success of not only the campaign
but the spirit of Amdavadis.
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REFERENCE
http://timesofindia.indiatimes.com/india/Small-cities-put-metros-to-shame-in-cleanliness-rati
ngs-/articleshow/5914236.cms
http://epaper.timesofindia.com/Default/Layout/Includes/TOINEW/ArtWin.asp?From=Archive&S
ource=Page&Skin=TOINEW&BaseHref=TOIA%2F2010%2F05%2F13&ViewMode=HTML&GZ
=T&PageLabel=5&EntityId=Ar00501&AppName=1
http://www.gujaratvibrant.com/219-ahmedabad-mega-city.html
http://www.newworldencyclopedia.org/entry/Ahmedabad
http://www.trueknowledge.com/q/population_of_ahmedabad_in_2010
http://www.gujaratvibrant.com/219-ahmedabad-mega-city.html
http://www.karmayog.org/library/html/libraryofarticles_348.htm
http://www.wiserearth.org/organization/view/3090303dd985adfb242d43d098c6d4af
Clow and Donald E. Baach (2007), Dorling Kindersley (India) Pvt. Ltd.
Principles of Marketing (12th Edition) by Gray Armstrong and Philip Kotler (2008), Dorling
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APPENDIX 1a)
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APPENDIX 1b)
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APPENDIX 1c)
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APPENDIX 1d)
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APPENDIX 1e)
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APPENDIX 1f)
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