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a share of 7.5% (value share).
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We produce over 15,000 tons of rubbish everyday. It is only a matter of time before we run out of space to dispose of them. Recycling reduces waste, which in turn reduces the need for landfills and dumpsites.
Recycling creates up to 5 times more jobs than waste disposal alone. It will create jobs for engineers, machine specialists, environmental personnel, general workers and many more.
Recycling improves cleanliness and quality of life.
Breakdown of solid waste created by Malaysians
| 27 % | Paper |
| 36.5% | Household waste |
| 3.9% | Steel |
| 3.7% | Glass |
| 16.4% | Plastic |
| 12.5% | Others |
Experts believe a landfill can last 10 years longer if Malaysians recycled 50% of their garbage The residents of Johor Bahru generate 1300 tons of waste every day.
It will take only 3 days to fill the entire length of the Johor Causeway with this amount of garbage.
community. Revive targeted the urban middle and upper households which was willing to pay a premium for convenience.It is not unusual to find companies who regard advertising as a wasteful, unnecessary expenditure. The belief is that as long as you have a great product, people will buy. Even with companies who place a great emphasis on advertising, the urge to cut the advertising expenditure is huge, especially during recessionary times.
But it is a well known fact that advertising during recession is a smart thing, maybe even a mandatory thing to do. It’s virtues are well-established and oft-repeated perhaps from 1929, the time of the first Great Depression in the US. But human tendency is such that what seems practical and beneficial in the short term is usually chosen path. The long term benefits of sustaining advertising during tough times far outweigh the possible short term benefit of saving money.
What are the broad guidelines for advertising during recession? The general approach to advertising during recession and advice to marketing companies have been provided by several experts. So what I am going to outline below will not be startlingly new - just my views on the important guidelines:
1. Evaluate the role of your product in the consumer’s life
What might be right for a manufacturer of office furniture may not be relevant for a hair oil marketer. Every product fulfills a certain need in the consumer’s mind. The starting point could perhaps be to evaluate the role of the product. In an article titled ‘Yes, you can raise prices’, Geoff Colvin of Fortune Magazine illustrated the point about being able to even raise prices during recession through a simple 2x2 matrix. Where does your product fit in that kind of a matrix? Is it a necessity like a washing soap or light bulb? Or discretionary like a spa treatment? The answers may provide direction for your approach to pricing and advertising during recession. Of course, such a matrix may be interpreted differently in different markets. In India for example, is an airline brand a discretionary commodity or unique? Everyday purchases that can’t be done without need to stay top of mind. Unique ‘necessities’ are products where certain brands are irreplaceable in that category - it is usually about bran
ds whose loyalty measures are high.
Another useful tool is The FCB Grid, developed by Richard Vaughn, a Senior Vice President of Foote, Cone and Belding Advertising. It shows how consumers approach each category and provides cues for advertising & media strategy for these brands.
For example, for brands in Quadrant 2 - the impact could be that the advertising execution has to be top class with emphasis on impact. Whereas for brands in Quadrant 3, the emphasis could be about repetition, memorability (jingle, perhaps) and so on.
2. Stretch the advertising rupee
Well, there is no reason why a lot of the stuff that is prescribed and done during the tough times is not practiced otherwise! Is every advertising effort meant to produce great ROI? Yes. Is it applicable only during tough times? Obviously not but this aspect is somehow stressed only now. Certain categories will find their incomes being hit - financial products, air travel, hotels, for example. They should research and invest in media that minimize wastage. It could be direct marketing, Online advertising that is measurable and so on. On television, evaluate if you really need that 40-sec commercial or can an equally impactful message be sent across in 30-sec?
3. Focus on changing behaviour, not just attitude
One of the perennial accusations about advertising is it’s fuzzy role in generating sales. Many see advertising as being limited to creating awareness and not really driving sales. The agency would argue that the sale did not happen for reasons beyond their control - pricing, distribution etc. Both valid. But it perhaps makes sense to engineer not just advertising but the entire marketing process to effect a change in behaviour during tough times. It’s not enough for the consumer to feel that XYZ airline is the best airline in terms of service. He must be motivated to make that booking and fly the airline. Perhaps this is more relevant for high value, high interest categories. But even for everyday impulse purchases, SKUs with lower price points could be an option. Advertising should work hand in hand to push the consumer into making a decision focusing on the reason-why he should consider the brand not just a generic message.
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Lakshmipathy Bhat
The views/opinions expressed here are the personal views of the author.
y readers had earlier pointed out that the brand had roped in Rani Mukherjee as the brand ambassador . It was the first time that I saw the ad of Margo featuring Rani.
It's a new intro. It's a new voicemail number. It's a new house and a new Nobby annex. It's all brand new as we reboot Jawbone after a short hiatus. Tonight's show we talk about the newness of everything, positives and negatives of the new house, earwigs, and what we look like. It's a grand old show and we're glad you joined us! Be sure you call our new voicemail number 206.666.4514 and leave us a message. Who knows? You might even get on the show. 
osen a very different approach towards advertising ( my opinion). In most of their print ads, there is not much copy and sometimes just a model wearing the innerwear.As a customer, I felt intrigued by the ads and frankly I thought that it was an international brand.
ut both these brands failed to make a mark in the market.
en laid to rest in 2008 after the take over by Mahindra & Mahindra.
Idea has launched another campaign extending its core idea of " An Idea can Change your life ". This time the brand has chosen a funny tale to drive home its positioning.
Watch the new ad here : Walk the Talk
The new campaign revolves around the theme " Walk when you talk " urging the mobile users to walk while they talk and there by be more healthy.
The ad is funny and Abhishek Bachchan is at his best. The brand and the celebrity co-existed perfectly well without eclipsing each other.
One should really appreciate Idea for being consistent with its positioning. The brand reaped the rewards also. " An idea can change your life " has become a common usage.
Marketing a cellular service is a complex task. The prepaid segment which dominates the market is a highly volatile segment with little or no brand loyalty. Consumers look at the plans and coverage quality and some times acts as a grasshopper making life difficult for marketers.
Brand managers spent on their brand building activities hoping that when plans become commoditized , consumers will give more value to the brand .
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