"EcoBay" is a company specializing in waste recycling. We accept sorted waste from individuals and businesses. For this client, we have developed a comprehensive set of marketing documents that outline the company's strategic direction and planned updates for the coming years.
Our task in this project was to develop three strategic marketing kits: Target Audience Analysis, Competitor Research, and Marketing Strategy. These documents collectively aim to chart the path towards educating people that waste is money, and, consequently, it should be treated with respect.
Since the client wishes to diversify income, we have explored both B2B and B2C market segments in the Customer Profile. We also analyzed competitors both in the selected region and beyond, considering opportunities for future expansion. In the marketing strategy, we have compiled all possible activities to achieve rapid growth in each of the business segments.

Marketing Strategy

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.

Customer Avatar Map

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.

Market Research on Competitors

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.

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