Answer the following questions after reading case study

1)What is the importance of handling huge quantity of waste generation from beverages at least in all Metros, Mini Metros, Big and Medium Towns in India, as a part of ecology macro environment responsibilities on an organisation? (Hint: PESTEL Factor)

2)Can a "Refill model whereby selected important stores in various localities is taking care of refilling" in beverages products work? What kind of Retail Vendor Incentives may be needed to be given to administer this model? What are the practical difficulties in this distribution strategy?

3)Can a "IoT-connected refill vending machines dispensing "a part of business model work well, particularly in middle- and upper-class localities? What could be the difficulties?

4)Interact with about 3or 4 big or medium size vendors in your selected town/locality and enunciate their response to your preferred solution. Mention the Name of the Town and retailer Shop Name in your answer.

5)What kind of re-orientation is needed to be done by the organisation in terms of product strategy along with integrated marketing communication strategy? (Hint: Functional Level Strategy)

Case Study- Ready-to-drink Beverage habits and Ecology

Sustainability, respecting the ecology and their impact on the society - local, national

and international, is becoming more important for all companies, across all industries. Corporate Management should make sure that the strategy of the company and the sustainability efforts are aligned at every stage of strategic management.

Apart from legal compliance, which is mandatory, every organisation should go one step ahead in setting up right ethical standards, for the organisation and their employees at all levels, so that collectively and at individual level everybody will be striving towards a better tomorrow, ecologically sustainable and beneficial for many generations to live in peace and comfort.

Consumers?particularly Millennials?increasingly say they want brands that embrace purpose and sustainability. Indeed, one recent report revealed that certain categories of products with sustainability claims showed twice the growth of their traditional counterparts. Yet a frustrating paradox remains at the heart of green business: Most consumers who report positive attitudes toward eco-friendly products and services do not follow through their actions with intentions expressed.

In one recent survey over 65% said they want to buy purpose-driven brands that advocate sustainability, yet only less than about 20% actually do so. What may be the reasons? - laziness, will do what is required, or relative higher cost of brands that advocate and practice sustainability in comparison to cheaper alternatives, or lack of facilities in the immediate vicinity to collect re-cyclable items for quick disposal - Requires research and further study among today's youngsters and working class fathers and mothers, particularly in fast developing countries with large population

Narrowing this "intention-action gap" is important not just for meeting corporate sustainability goals but also for the planet.

It is observed through various studies, that people are generally influenced to do environmentally friendly and preferred actions by being influenced by near neighbours who have done so, and by those whose word-of-mouth opinion they value

A study conducted few years back and published in Harvard Business Review talks about few methods as to how to align consumers' behaviours with their stated preferences.

Using Social Influence - to change local residents' behaviour using "social norms"? informal understandings within a social group about what constitutesacceptable behaviour. Harnessing the power of social influence is one of the most effective ways to elicit pro-environmental behaviours in consumptionas well. themostdramatic finding, telling university students that other commuters were ditching their cars in favour of more-sustainable modes of transportation(suchas cycling) led them to use sustainable transport five times as often as did those who were simply given information about alternatives.

Many consumers often have negative associations with sustainable product options, viewing them as being of lower quality, less aesthetically pleasing, and more expensive. One way to offset such negative associations is to highlight the product's positively viewed attributes?such as innovativeness, novelty, and safety. For example, Tesla focuses on the innovative design and functional performance of its cars more than on their green credentials?a message that resonates with its target market. This also helps overcome the concern of some men that green products are feminine.

Humans are creatures of habit. Many behaviours, such as how we commute to work, what we buy, what we eat, and how we dispose of products and packaging, are part of our regular routines. Often the key to spreading sustainable consumer behaviours is to first break bad habits and then encourage good ones.

Habits are triggered by cues found in familiar contexts. For example, using disposable coffee cups (a habit repeated a staggering 500 billion times a year across the globe) may be a response to cues, such as the default cup provided by the barista and a trash bin illustrated with a picture of a cup, both common in coffee shops.

Companies can use design features to eliminate negative habits and substitute positive ones. The simplest and probably most effective approach is to make sustainable behaviour the default option.

Three subtle techniques can help shape positive habits: using prompts, providing feedback, and offering incentives.

Incentives can take any number of forms. In the UK, Coca-Cola has partnered with Merlin Entertainments to offer "reverse vending machines" from which consumers receive half- price entry tickets to theme parks when they recycle their plastic drink bottles. Incentives should be used with care, because if they are removed, the desired behaviour may disappear too.

Another concern is that they may undermine consumers' intrinsic desire to adopt a behaviour. In a study in the Journal of Consumer Psychology, "Are Two Reasons Better Than One?" researchers found that combining external incentives ("Save money!") with intrinsic motives ("Save the environment!") resulted in less preference for a sustainable product than did intrinsic appeals alone. The authors hypothesized that this occurred because an external motivation can "crowd out" an intrinsic desire.

One of the benefits of encouraging consumers to form desirable habits is that it can create positive spill over: People like to be consistent, so if they adopt one sustainable behaviour, they are often apt to make other positive changes in the future.

After IKEA launched a sustainability initiative called Live Lagom (lagom means "the right amount" in Swedish), it studied the sustainability journey in depth among a core group of its customers. The company found that although people may begin with a single step? such as reducing household food waste?they often move on to act in other domains, such as energy conservation. IKEA observed a snowball effect as well: People would begin with small actions and build to more meaningful ones. For example, buying LED light bulbs might lead to wearing warmer clothing and turning down the thermostat, changing curtains and blinds to decrease heat loss, insulating doors and windows, buying energy-efficient appliances, installing a programmable thermostat, and so on.

How companies communicate with consumers has an enormous influence on the adoption of sustainable behaviours. When getting ready to launch or promote a product or a campaign, marketers often have a choice between emotional levers and rational arguments

People are more likely to engage in a behaviour when they derive positive feelings from doing so. This core precept is often overlooked when it comes to sustainability, for which ad campaigns are likely to emphasize disturbing warnings. Research has found that hope and pride are particularly useful in driving sustainable consumption. Bacardi and Lonely Whale cultivate hope in their collaboration to eliminate one billion single-use plastic straws, and they use the hashtag #thefuturedoesntsuck to promote events and call for consumer action. And when people in were publicly praised each week for their energy-efficiency efforts, thus engendering pride, they saved more energy than a group that was given small (up to ?5) weekly financial rewards.

In 2010 Unilever launched a campaign to draw attention to the fact that although some palm oil harvesting leads to rain forest destruction, its palm oil is all sustainably farmed. Printed on a photo of a rain forest was the tagline "What you buy at the supermarket can change the world.... Small actions, big difference." The company was leveraging decades-old research findings that people are unlikely to undertake a behaviour unless they have a sense of what researchers call self-efficacy?confidence that their actions will have a meaningful impact. Thus, one key to marketing a sustainable product is communicating what effect its use will have on the environment.

Some companies have won customers over by offering to recycle products after use. Thus, one way to encourage eco-friendly consumer behaviour is to build elements of sustainability into how products are used and ultimately disposed of.

Despite the growing momentum behind sustainable business practices, companies still strive to communicate their brands' sustainability to consumers in ways that heighten brand relevance, increase market share, and fuel a shift toward a culture of sustainable living

In order to work towards an environmentally conscious society, the need of the hour is to empower the youth with sufficient knowledge, skills, and values to help them

understand their relationship with the environment and encourage them to make concerted efforts to improve standards of living with a pro-environment focus.

The world is talking of sustainable development goals (SDGs) and the 2030 agenda. Education is a part of these global developments and has been enshrined as SDG4 - Quality education. SDG 4 states: Ensure inclusive and equitable quality education and promote lifelong learning opportunities for all. Targets under this goal cover aspects of effective learning outcomes, quality early childhood development, access to technical, vocational and higher education, youth education and adult literacy, imparting skills to learners to promote sustainable development through a culture of peace and global citizenship, provision of inclusive education, increase in opportunities for education - especially for marginalised sections

Education increases the level of understanding so that citizens can move collectively towards sustainability. Through raising awareness, building knowledge and fostering competencies, education can contribute to achieving most of the SDGs. However, for individuals to be in a position to engage with sustainability-related issues, a reorientation towards Education for Sustainable Development (ESD) is essential

India is set to become the world's youngest country with around 70 per cent of its population in the working age group by 2030. There are many challenges that the world is facing today, such as climate change, lack of access to clean water and sanitation, energy crisis, food insecurity and other environmental and societal challenges.

Globally, young people are being sought after as the best changemakers for implementation. Our engagement with students and youth essentially should focus on going beyond the confines of text-based and linear training process into versatile grounds of education, and integrating the Internet and social media to channelise the potential of the youth.

Disposable paper cups first appeared in the U.S. in the early 1900s with the invention of the paper cup that came to be known as the Dixie cup. These cups began to replace shared drinking cups that were used at water fountains as public health concerns began to grow. Hospitals and schools rapidly adopted paper cups for sanitary reasons. Early research showed that paper cup cost per use was lower than that of washing and sanitizing reusable glasses, and the era of the single-use cup began.

Paper cups used for hot and cold beverages are made of solid bleached sulphate (SBS) paperboard with a poly coating added for waterproofing. The actual composition of paper cups varies considerably, but the majority are at least 90 percent paper fibre. Originally, clay or wax lining was used for waterproofing; however, with the development of polyethylene (PE), plastic linings and coatings were almost universally adopted. Use of PE and related materials for lining provides better performance and overcomes the undesirable smells and tastes associated with clay and wax.

Most cups today are coated with PE, which is not biodegradable. While some use polylactic acid (PLA), a biodegradable bioplastic, other concerns with PLA prevent it from becoming a clear winner over PE.

Three types of questions generally are asked when evaluating the sustainability of paper cups:

1.Do we really need single-use cups? Could reusable cups help to reduce the use of single-use cups overall?

2.What percentage of the fibre in the cup is recycled, and is the virgin fibre from sustainably managed forests?

3.Is the cup itself recoverable after use? Can it be recycled or composted?

What are our chances of returning to the pre paper-cup era and significantly reducing the volume of single-use paper cups? Starbucks' experience provides a good example of the challenge.

Starbucks has provided financial incentives for customers to bring their own reusable cups since 1985, but no more than a few percent have ever done so. In 2008, a new initiative hoped to encourage 25 percent of customers to bring their own cups, but that number has never budged past 2 percent.

When Starbucks introduced a $1 reusable plastic cup and lid in 2012, the initial response was strong. But well over half of American adults surveyed in early 2013 by a major polling firm said they "probably or definitely would not buy one." Many of us would find it difficult to remember to bring the reusable cup to the purchase occasion.

When plastic straws became a symbol of environmental destruction, Starbucks swiftly came up with a plan: Get rid of them. The company redesigned its cold cup lids so they won't require a straw at all. By 2020, Starbucks said, it will eliminate single-use plastic straws at its more than 29,800 locations around the world.

It was a remarkably quick fix, considering the company has spent 30 years trying to come up with a greener alternative to another object: its iconic paper cup. Over the past three decades, Starbucks has come at the cup problem from every angle. Now, it's hoping for a breakthrough.

Last year, Starbucks committed to the NextGen Cup Challenge, teaming up with other food companies for help. McDonald's, Coca-Cola, Wendy's, Nestl and Yum! Brands (which owns KFC, Taco Bell and Pizza Hut) all came on board. Together, the competitors and Closed Loop Partners, a recycling-focused investor group, crowdsourced solutions from the public

Recycling cups involves at least three stages: collection, sorting/baling at the MRF (material recovery facility) and pulping the recovered cups. A benefit of recycling over composting is that the high-quality, long, white fibre used to make cups is captured

and reused, usually in a paper product that requires lower quality fibre than the cups require.

One of the most challenging aspects of cup recycling might be getting enough cups together in one place to make processing them worthwhile. Given that 80 percent of paper cups are taken out of the stores in which they are purchased, where cups end up at the end of their lives is largely unknown. Consumers have a confusing array of correct decisions to make to get a cup on track to the MRF, which varies depending on where they are when they are finished with the cups. Consumers need to be at a public location that has a recycling program that accepts cups, has signage that ensures the cups get into the right bin and they need to put their cups in the right bins. The right bin may change from one public location to another, and the right bin may be different again at home depending on the residential recycling program.

To maximize cup collection, more commercial establishments would need to offer cup recycling, consumers would need to participate and more municipalities, residential haulers and MRFs would need to get together to ensure recycling programs specifically include paper cups

It has been said that cups cannot be recycled because of the poly lining. Yet tissue mills have been using poly-coated SBS scrap from cup converters for decades. Recycled tissue mills are in a good position to recycle the poly-coated fibre used to make cups because many of them have deploying and/or deinking systems in place.

Initiatives in India

Tetra Pak says it is consistently being proactive for safeguarding environment and has been involved in many cities to set up collection centres for Used Beverage Cartons (UBCs) as well as raising awareness among public through information, education and capacity building programs

Tetra Pak is consistently being proactive for safeguarding environment and has been involved in many cities to set up collection centres for Used Beverage Cartons (UBCs) as well as raising awareness among public through information, education and capacity building programs

Tetra Pak has been doing voluntary EPR for more than 15 years now and has been continuously working with recyclers across South Asian region to develop solutions, technologies and applications. Through constant interactions and tie ups with recyclers to develop solutions, technologies and applications of UBCs, Tetra Pak has always tried to bring up the level of active sorting of UBCs and reduce mixed waste recycling. Thus, making recycling of UBCs more effective, efficient and economical.

ESTABLISHING AN ECOSYSTEM FOR THE Today Tomorrow SUSTAINABLE RECYCLING OF BEVERAGE CARTONS TOGETHER CHALLENGES (EARLY 2000s) Waste was not segregated at source. Collection of recyclables was largely left to the informal sector. Used cartons were not seen as a separate grade. READING THE SIGNS EARLY Anticipating the growth in demand for safe and hygienic foods in cartons, Tetra Pak in 2003 started USED CARTONS ARE .. setting up a collection and recycling network for used cartons by identifying and connecting everyone PAPER- BASED AND in the value chain - recyclers, NGOs, waste pickers RECYCLABLE and consumers. SEEN BY THE TRADE NGO Collection parters AS PART OF WASTE PAPER STREAM HIGHLY VALUED BY PAPER MILLS Consumers Segregation and bailing A SOURCE OF Collection EXTRA INCOME FOR WASTE TODAY PICKERS Carton deposit points CARTONS ARE RECYCLED INTO Waste pickers & VALUABLE PRODUCTS THAT Waste trade Recyclers ARE USEFUL TO SOCIETY School desks Notebooks Preface Roof sheets Garden benches USED BEVERAGE CARTON in 2 MANAGEMENT STUDY INDIA (2019) CARTONS ties of india and SOLD IN INDIA GET RECYCLED ,about 48 to $156 in 2015 and is creased to about $4 (n 2019. finitely help Tetra Pak to formulate appropriate stratecl k tanks, NGO. and waste pro bent and it's potential. STAYING AHEAD OF THE CURVE Working inclusively with diverse stakeholders Cartons le Aao, Classroom Banao' 'Go Green with Tetra Pak' 'Alag Karo' >10,000,000 210+ 14,000 HOUSEHOLDS ACHIEVED CARTONS WASTE SEGREGATION CLASSROOM CONSUMERS >90% AT SOURCE BANAO REACHED THROUGH CARTON DEPOSIT POINTS MULTIMEDIA CAMPAIGN ESTABLISHED SINCE 2010 karo Set up 13 collection centers with Indian Army collected 1,00,00,000+ cartons till date AARC An alliance founded by Tetra Pak and leading corporations, to help industry fulfil its Extended Producer Responsibility (EPR). Action Alliance for Recycling A strong network of used carton collection organizations is already Beverage Cartons in place; more than sufficient recycling capacity already exists. Launched in March 2018 The collective efforts of industry to now focus on: - a further ramp up of collection and recycling of used cartons - building strong public awareness; and - strengthening the market for recycled productsThe Journey of a Paper Cup In the UK, we use almost 3 billion paper cups per year, enough to stretch around the world 51/2 times! The timber for Starbucks paper cups comes from sustainably managed forests. The wood pulp is turned into cup board and combined with plastic to make a paper cup. Only 4% of paper cups are currently recycled. That's where the Cup Fund comes in - an additional 35 million cups will be recycled across 12 locations. Recyclers separate the paper and plastic and break the cup down into pulp to make into brand new paper products