The marketing strategy for Ecodbay incorporated previously developed Customer Avatar (CA) and Competitor Research. Additionally, available placements were studied, and compelling messages were crafted for each, taking into account the specificity of the avatars. Considering the client's lack of a financial plan for marketing activities, various budget options for the initial launch were proposed, each with its expected outcomes.

While working on the target audience map for Ecodbay, we discovered that even in the B2B segment, decisions are made by ordinary people. This audience shares similar pain points, such as environmental awareness, a desire to save, and responsibility for waste sorting. They are looking for reliable and efficient waste management solutions. Our avatars vary greatly in demographic characteristics, psychographic aspects, and interaction scenarios, so we outlined placements and messages for each of them.

Competitive analysis for Ecodbay was a challenging task, as the waste sorting sector in our country is not yet highly technologically developed. Small sorting centers operate offline and exclusively within their respective regions. Large companies, in particular, focus on B2B contacts and have a low public profile. Nevertheless, we identified key competitors, highlighted their strengths and weaknesses. We can emulate their strengths, draw inspiration from implemented ideas and initiatives, and in weak moments, surpass competitors to gain a significant market advantage.